East End business people are again this winter looking longingly up at their still-closed hotel and considering the business lost since 1987.

They are universal in their desire for the long standing problem to be resolved, and equally willing to admit they are communally sharing in the suffering of another economically cruel winter.

St. George's residents are, in increasing numbers, coming to the realisation that they need better representation before the Government inks another agreement for the 600-bed hotel's operation.

It is a view that permeates the entire East End community, right up to Mayor of St. George's, the Wor. Henry Hayward.

He said: "We have been completely ignored when any potential purchaser comes down here, other than if the potential purchaser themselves contacts us.

"The property is in the municipality and I would think that we should be a part of any positioning.'' "I think that if anyone comes here to look at the property with the possibility of leasing it, representatives of the town should be made aware of that fact and be a part of the discussions.'' It is a position that is shared by St. George's Members of Parliament, Mr.

Leon "Jimmy'' Williams (PLP) and Mr. Rick Spurling (UBP) that any substantive discussions on a new operator should involve St. George's residents.

Mr. Hayward said it was just one of the many thoughts being discussed toward improving business in the town.

"It is very, very slow. Business is almost non-existent.

"There are ideas to put more reenactments of historical events or other types of functions on that could draw locals and visitors. One of the things that you may hear more about in the coming months are ideas as far as upgrading the variety of retail shops.

Signs saying "Closed until further notice'' have never before been seen in the Old Town. Shell-shocked merchants, reeling from the absence of a hotel for five years and three months are desperate for business.

Even before that, Hurricane Emily in 1987 closed the property for the better part of a year. When it reopened in April 1988, it was only about 18 months (October 1989) before it closed down, again. Club Med, the current operators, have not seen fit to open it since.

Opened as a regular hotel, albeit equally unsuccessfully by past operators, the property had the potential for the employment of four or five times the number of Bermudians required by Club Med. There was more employment and therefore more of a spin-off from those employees in terms of their spending in the town.

Pre-Club Med operators were more likely to have guests that would more significantly contribute to commerce in town. At Club Med, spending was more confined to the property.

But without any spending or business at all, Club Med has become St. George's worst nightmare.

For the first time last cruise ship season, there was a hint of a bustle to the area that had been lacking in commerce for countless years. It would only serve to whet the appetites of business people who would like nothing more than to be busy.

The lack of winter business has become so expected that it is customary for some operators to reduce the work week and concentrate on issues such as inventory and maintenance.

"We're slimmed down until we get to the regular tourist season,'' said Mr.

Eldon Trimingham, president of Trimingham Brothers.

"It is awful right now all over Bermuda. It's a very dead time and St.

George's is just indicative of the Island.'' Mr. Trimingham said there was some business derived from the St. George's Club.

But he believes, as do others, the failings of St. George's needs to be addressed much like those at Dockyard were.

"We need to recognise that there are opportunities, much like we recognised it in the Dockyard. We have an extraordinary treasure there. It is the oldest town in the English speaking western world. It's a cultural marvel that we need to address for the benefit of the winter months.

"There are a wealth of things to offer the visitor in St. George's, if we were able to do it in an organised nature. That's one of the things that the committee on competitiveness has been recommending. That we look at things, like in the winter, when we can look at the opportunities in an organised way.

"I'm not sure that we are doing that. St. George's would reap primary benefits.'' Meanwhile, Mr. Ken Finsness, merchandising manager of The English Sports Shop, which owns The Crown Colony Shop in the east end conceded business was slow, but said that is the nature of this time of year.

"We haven't closed down, but we go to a shorter week, because it just doesn't make sense to be open for the normal summer hours.

"We would love to see some sort of activity at this time of year. I don't know what the solution might be.

"We rely on our local trade at this time of the year. We are happy to see people come in the door. Around Christmas there was a lot of activity in St.

George's.

"At the hotel in St. George's, we used to have two stores there. Anything to get that hotel cracking would be a welcome sight. It used to be important for us.'' The busy days for St. George's are Wednesdays and Saturdays when there are functions including walking tours, the Ducking Stool and a chance to meet the Mayor. Mr. Hayward is happy to take part.

As he puts it: "The remainder of the week is very slow.'' The town is taking the quiet opportunity to have Government provide some much needed roadwork. And with extra money being provided by the Bermuda Government to the municipality, it has also hired a horticulturist to improve the state of the gardens around the town, with some noticeable improvement over the last few months.

MAYOR HENRY HAYWARD:`Completely ignored' MR. ELDON TRIMINGHAM: `Indicative of Island'