Cardinal Rules - in Politicsand Business
The Players in Cayman'sSuccess Story
Over the past four to five decades, severalCaymanians have worked arduous hours, to build up establishedbusinesses, which today reflect the economic success of the islands.
One of these pioneering entrepreneurs is Cardinal DaCosta.
In the past, the predecessor of this publication, The Nor'westermonthly magazine, was keenly anticipated for 14 years, startingback in 1971, as the respected chronicler of all the things andpeople Caymanian.
It is with this mandate that Cayman Net News begins another seriesof features, which will help those who get to know our islandsto also get to know the people of Cayman who have helped us tobecome the success we are today.
Cardinal DaCosta
He comes down the stairs at his place ofbusiness with a slight limp, which does nothing to detract fromhis tall and stately bearing.
Even though it is nearly the end of the workday, his face reflectsa new-day radiance and calmness that are in stark contrast tothe buzz of activity, the clatter and whirring of machines andhissing steam in the massive laundry operation. Behind large squarespectacles, his eyes are sharp, his gaze penetrating.
On his large frame, his light gray shirt and slate gray pantssit immaculately, the seam in the pants razor sharp.
This is Cardinal DaCosta, whose outward appearance and demeanorclearly show a certain attention to quality, as much as it isreflected at Puritan Cleaners, the oldest laundry and dry cleaningoperation on Grand Cayman, of which he is the patriarch.
Talk to Cardinal, and other dimensions of a multi-faceted personalityquickly emerge - including the image of a patriot of these islandsand a keen political observer, unafraid to make known his politicalviews.
A candidate for the Legislative Assembly in the 1976 Elections,today he expounds on the politics of the day from a less activeposition. Cardinal says he is not running, because, with constraintsput on businesses by government, he has to concentrate on providingthe hands-on management he says is necessary to survive.
These constraints he notes, include national insurance policyand retirement benefits, which, though good for the employee,have created a burden for businesses, with both implemented bygovernment at the same time. He cited government's granting ofsix public holidays last Christmas as another example of the burdensimposed on businesses.
But being out of the political race does not stop him from sharinghis political views, clearly and unequivocally, laced with thewisdom of his 65 years and his vast experience as a successfulentrepreneur.
On team politics, he says: "I would definitely now go forparty politics." He would also go for an Ombudsman, Cardinaldiscloses.
Of the current election campaign, Cardinal says, "Few peopleappear to me to grasp the depth and responsibility of what itmeans to represent Cayman now, given the OECD, G7 and White Paperissues. We have to have responsible people. We need statesmento run. We do not need people who have to go there to make a living,but who are already settled."
As one of the persons who worked on the Vision 2008 StrategicPlan, put forward he suggests, by Britain to make the islandsmore advanced in some areas, Cardinal suggests that it shouldbe implemented as soon as possible. "Nothing should be sparedto move it ahead," he says.
He is equally clear about where he thinks the national airline,Cayman Airways, should be headed. "It's time we stop takingit as a political and social football," he warns. "Wemust all get behind it and support it. The main thing needed nowis good salesmanship." This, he says, would help to backup other countries with their C and D checks.
Caymanians, he says, have done a lot to make the islands whatthey are today - attractive to foreign investors. It is time hesays, for less dependency on Britain for guidelines, and morelocal determination.
He draws on a little history lesson to make his point. "I'vealways said that if I were back in England three or four hundredyears ago, I would have done the same thing in developing policiesto divide and rule for islands like ourselves, with no naturalresources at the time."
The population at the time, made up of shipwrecked persons andrunaway slaves clearly were not considered by the mother countryfor any spending on their education, to further create a burdenon England's taxpayers. With these shipwrecks looking to explorenew worlds, came the opportunity for "some of our peopleto join these vessels and sail to other countries."
This was the start of a strong tradition of Caymanians becomingworld-class seafarers, commanding ships of all tonnages and sizes.
"Caymanians received little grant-in-aid from England,"he says, but have brought these islands to the stage of fairnessand stability" that, along with their continued alliancewith Britain makes them attractive to the foreign investor.
"But Caymanians now need to wake up, and say to Britain,we don't want to cut ties with you, "but want to overcomethe individuality, create more cohesion and accept more responsibility,and move on," Cardinal says.
Declaring himself an advocate for an advanced constitution, heremarks, "Under the present system, collective responsibilityis only used when it suits ExCo to do so." This advancedconstitution would include "having our own Chief Minister,responsible to the people, and who can better liaise with England,"Cardinal affirms. "We can no longer run the ship with a bunchof mates and no captain," he remarks, drawing on his seafaringdays for the analogy.
And, he says, he favours a 'simple majority recall', because 'oncea person is in there is no connection with them again. If a personis not doing the job, get them out," he declares.
"I would like to see the referendum exercised when it necessaryto do so," he added.
As with politics, he is equally outspoken about the economy, andthe need to diversify.
He sees education as a major plank of this process - that vocationaltraining and a trade school are needed as soon as possible. 'Oncewe better prepare ourselves academically and technically, we canlook at diversifying.'
He cites small to medium scale assembling of components such aselectrical equipment for reshipment to other countries.
He acknowledges that there are hurdles to be crossed, chieflya change in mentality. "Our younger people have to learnthat life is not just a brand new car and we should not be sellingour birthright (real estate) to satisfy these immediate ends,"he cautions.
If he seems opinionated about politics and governance of the CaymanIslands, it is only that Cardinal is fiercely in love with andloyal to the shores, on which he was born, and to which he returned,time and again, after seeing the rest of the world.
The Cardinal Side of Business-
As the businessman, Cardinal runs a tight ship at Puritan Cleaners,with an uncompromising focus on quality, and on satisfying hiscustomers.
It is one of the enduring qualities of Puritan Cleaners, whichis in its 41st year of operation. Cardinal is at this time proudto point out his latest step in a continuous process of modernizationof the plant by upgrading existing equipment and installing newones.
It is a double-back state-of-the-art shirt machine, the "firstof its kind in the Caribbean," he proudly states.
Cardinal and his employees installed it in mid-July, without theneed for overseas consultants. The emphasis is on this machineat this time, he says, to deliver the quality and speed to keepPuritan ahead of the competition.
The former seaman, who spent five years in the Merchant Marines,began working in the dry cleaning business at age 15, with ClaytonMerren. In between his voyages at sea, he was able to acquirethe equipment from his employer and thus start his own operation.
Cardinal has seen many changes in the industry over four decades.But, he says, "Puritan has always taken the stance to keepahead all the time, to employ the latest equipment and techniques.We haven't spared anything." The company attends seminarsoverseas and is a member of the International Fabric Care Institute,which keeps it updated on developments in cleaning and equipment,he says.
Along with Jason, one of his two sons, (he has three daughters)Cardinal runs Puritan and is usually at the Eastern Avenue plantsix days per week. Puritan has two other locations at Elgin Avenueand Tropic Centre.
Driven by a commitment to provide quality to his customers - whocome from all sectors of the society and include hotels and restaurants- Cardinal has earned a reputation for being tough. "That'swhat is said," he concedes in part. "I am tough butfair. The customer comes first."
Gilroy McDowell, who with 15 years at the plant is the secondlongest serving employee, attest to the Cardinal's own assessmentof his stance. "He's OK to work with," he says, "butyou have to carry out the rules."
Cardinal's emphasis on quality customer care is reflected in therigorous number of inspections - seven in all - that are carriedout on all jobs brought into Puritan, from the time they are deliveredat the counter, to the time they are retrieved by the customer.
It also underlies the company's efforts at continuous improvement,such as an upcoming educational programme to inform customersof what to expect in the care of different types of fabric. Puritanis now promoting a Christmas appliance giveaway to customers andis buying all items locally, "to let the money circulatein the island," Cardinal says.
To ensure the quality finish, Puritan has a tailor on site andrepairs and adjustments are done to customers' specifications.
It would be easy to think that his dedication to the day-to-dayoperations at Puritan leaves Cardinal with very little else todo.
Those in the know, however, know him as a boating enthusiast.Better yet, his musical talents and accomplishments have broughthim wide acclaim. An accomplished guitarist and a recording artist,he was the winner of the first Pirates week song competition."I like singing," a modest Cardinal understates.
Somewhat reserved when the subject is himself, he is, on the otherhand, effusive in his comments about his wife, Joy, to whom hehas been married for five years. He describes her as an outgoingand loving person, who helps him out at Puritan whenever she getsthe chance, as permitted by her responsibilities as manager ofInternational Travel of Grand Cayman in downtown George Town.
Whether playing the role of businessman and head of Puritan Cleanersor that of political commentator, Cardinal's game plan is clear- staying ahead by doing everything better.