Charlie's Bar

Recently the Chamber of Commerce published a full interview about the growth and steadiness of Charlie's Bar. Click here to see a scan of the article. Below is the text and conversation with Charles Brouns III.

How did they do it? Story of an Aruban entrepreneur: The Brouns family and their Charlie's Bar.

Charlie's Bar has been in our community since 1947. The chamber talked to Mr. Charles Brouns III about this landmark business and San Nicolas in general.

Can you tell us about Charlie's Bar and how it got started?

Charlie's bar's history is spread over seven decades, it started during World War 2. San Nicolas (SN) was flourishing because of the oil refinery. The first customers were blue collar people, men working at the refinery, and seamen. It was one of many bars in SN. My grandfather started Charlie's bar 1941; he had very strong work ethics that he taught my father and I. When my father took over the business in 1976, the economy started to shift more towards tourism that took a transition period of almost two decades. As I came into the business about 15 years ago the focus was entirely on tourism.

How would you compare the customer today and the customer 70 years ago?

They actually have more in common that they have differences. People behave differently when they are here for leisure then when they are here (in Aruba) for work. Our customers have always been foreign people, from Europe, Asia, South America, everywhere. Today, we always hear the word global. Many think it is something new, but really it is not, because it has always been present in SN. The difference is that today's customers have more access to information, and are more value-centered; they want more value for their money, and many would say it is because of today's economy but it has always been that way. When the WWII embargo was initiated in the Atlantic, many products from Europe became unavailable. When my grandfather saw what was going to happen, he purchased all the whiskey from agencies in Aruba and sold it for ten times the price. That was simple economics you see a trend and you act upon it. Demand and supply will determine what the customer is willing to pay.

What were the major changes the business went through throughtout the years?

Charlie's bar was a unique business concept, not just in SN but in Aruba. We are a sort of a museum, where you can enjoy good quality food with a beer. Nowadays we need to add value and differentiate, because there are more similar establishments, otherwise we will not survive.

Describe the changes in the SN business environment during these past decades.

In the beginning SN was the only business community in Aruba, then it moved to playa and now a lot has moved to Noord and neither Sn nor Playa are viable these days. Life is about cycles. There are good times and bad ones. It is the survival of the fittest. The life cycle SN is going through now is not an easy one, but lately there is more emphasis on San Nicolas as a product and what it has to offer; now it is up to the investor to believe in SN to bring about positive change.

Why do you think SN's development stagnated compared to the rest of the island?

Same thing. The oil refining industry has changed a lot and we have a refinery that is almost 100 years old. It is not producing anymore what it used to do in its heyday. Consequences are the businesses stagnate. And thus, many people preferred to go to work or move to other districts, where they saw opportunities. I think all of that contributed to SN's economic stagnation.

What change would you like to see for San Nicolas?

A structured, sustainable development. All the fundamentals for a good economic development have to be present. One cannot exploit and industry if the infrastructure is not in place. we have to use what we have, our natural resources are here; our harbor, unused terrain, people, higher education. Cease opportunities in other industries other than the chemical industry. Tourism is an option, but it is very vulnerable. Aim for the stars but remember you have to get to the moon first.

What would you advise entrepreneurs who want to start their business in SN?

You need to persevere, otherwise it will become difficult. There is opportunity for growth in SN, since other district in Aruba are a bit saturated, so take the challenge. It is not going to be easy, but if you can differentiate yourself with a good product and people see it, they will go to you. You have to be willing to invest, and not expect to become rich in one year because no business works like that. You need to give it at least 3 years just to break even, especially in SN. These are not the best of times, so keep the demographics and economic trends & factors in mind, and be a shark in a bowl of goldfish. Finally, sometimes you just need a little luck.

How do you maintain your customer base in the 21st century?

We have just updated our website, which will be linked to all social media. Through our website we will inform tourists of what is going on in SN, why they need to come to SN. the goal is to awake curiosity. It is a day challenge, that is why I want to inform people of Charlie's bar, and then it is essential to keep controlling & improving quality.

What is the secret for business survival for over 70 years?

There is a saying "The devil is in the details", keep your basics, but it is the details that will define you. That is important.

Is there anything you would like to share?

Last week, a couple that has been visiting Aruba for 20 years came to Charlie's bar for the first time. When I told them they are not first, they said: "we just discovered a new part of Aruba we have never seen before because we were misinformed". That gives me strength to keep informing people of Sn and how nice it is to visit.