stores, chain restaurants and the flashing of the familiar signs they see so much of at home. Visitors from the United States especially enjoy the fact that they are not greeted by the golden arches of McDonald's even if Bermudians enjoy visiting McDonald's on the United States Naval Air Station.

Kentucky Fried Chicken is, of course, the exception, having got into Bermuda before there was a public will to shun chains.

As we see it, named chains are in the same category as billboards and neon lights, the opposite of the different and unique image Bermuda wants for itself and for its visitors. The absence of chain restaurant signs so prevalent on the roads of America is one of the first things a new visitor comments on. A great deal of Bermuda's success stems from its unique ambiance which is fostered by its natural beauty and its special architecture.

The look of Bermuda was once very carefully protected by Government. In recent years it seems to us that political expediency and the almighty dollar have caused some unpleasant erosion which we think Bermuda should strive to prevent. Our basic selling point for visitors is Bermuda as we know it. If we allow Bermuda to become another North American suburb, then our visitors might just as well remain at home.

There is growing evidence that named chains are beginning to creep into Bermuda. It is wrong and while it might provide some easy dollars for owners, it can cause lasting damage to Bermuda as a whole.

Some years ago this newspaper fought with little success against a Mexican chain restaurant called Pedro's established at, of all places, John Smith's Bay. We were told at the time that it was difficult to stop owners from opening a franchise if they were determined to do so. Maybe that is the excuse which would be used today to excuse Four Star Pizza. Excuse it may be, but it is not the answer for Bermuda.

Now what we once called St. Michael's is moving from the Washington Mall to the old Medical Hall building and will, we are told, emphasise what it has always been, Marks and Spencer. Surely that is unnecessary and unwise.

Hamilton businessmen know that their businesses sell to visitors who come here because Bermuda is what it is. Surely the Chamber of Commerce must have some influence in keeping Hamilton Bermudian and must know that once the rot sets in there is trouble ahead. We are not talking about stifling business but we are talking about protecting Bermuda's business. It takes care and concern to be Bermuda. Carelessness and greed will quickly make us just another resort.