While most people know Edmond Croes as a prominent media personality and broadcaster in Aruba, he has a special connection to the hospitality industry that dates back to his childhood. Now, he is channeling that passion into a beautiful family project known as Central Boutique Hotel. "Since I was young, one of my first work experiences was at my grandfather Jendy's (dfm) hotel, a place that always attracted me to continue his legacy if the opportunity presented itself. Over time, my passion for the hospitality industry grew with each of my travels. Having achieved my goals in media, the ideal moment to explore a new horizon in hospitality presented itself. I am satisfied to be able to integrate my passion for serving others in a new environment."
In 2019, during a stay at Easy Hotel in The Hague, Edmond was captivated and inspired by the efficiency and "charm" of small, well-designed spaces. This experience motivated his decision to focus on Hotel Central in Oranjestad, a family legacy dating back to 1964, when his grandfather Jendy Croes and his wife Florencia first opened its doors. With the vision of renovating this iconic hotel, Edmond embarked on a challenging journey, contributing to breathing new life into the heart of Oranjestad.
Having an idea and finding the perfect property might seem like everything is ready to go, but Edmond quickly learned that challenges are almost certain when striving to achieve big goals. First and foremost, securing financing was not easy. It was during the pandemic, and banks showed little interest in Oranjestad. "COVID-19 forced us to redo all our projections. During this time, my constant support, my mother Sofia, passed away. Everything had to change again." With the support of his family, Edmond managed to overcome these obstacles, staying committed to his vision and ultimately making Central Boutique Hotel a reality.
For Edmond, the "charm" of Oranjestad’s city center lies in its unique combination of history, culture, shopping, and dining, all located in a waterfront area with easy pedestrian access. "It remains an attraction, with the stamp of being 'Downtown,' featuring our Main Street. It’s a place every tourist will want to visit," he says.
o create a design that blends the past with the future, Jarisma Croes, Edmond’s wife, took on this task herself. "During the renovation, we preserved the building’s 'Art & Deco, Streamline' style from the 1960s. It’s a harmonious blend of vintage elements with modernism. We preserved several original tiles, while all the bathrooms were modernized. Some antique furniture was restored, colors were used to create a cozy atmosphere with a sense of nostalgia. Plants were incorporated to create a garden-like environment.
The modern elements, such as contemporary art and sophisticated lighting, add a "chic" and vibrant touch, contrasting with the vintage style. The result is an inviting and inspiring space, combining the best of the past with the comfort and style of the present. Our hotel stands out for its personalized attention and commitment to providing an authentic and exclusive experience for every guest. Every detail in our hotel is carefully selected to reflect the essence of Aruba. Our guests can expect to find a cozy and modern environment combined with an authentic Aruban touch. Our rooms are equipped with exclusive design and modern comforts, while our central location makes it easy to explore the island’s popular attractions."
"The center of Oranjestad and Main Street have enormous potential to attract both tourists and locals, but the key lies in offering an experience that stands out". Invest in quality, exceptional service, and design that reflects the essence of the island. Moreover, it’s important to maintain a good balance between tradition and innovation to attract a diverse audience. Finally, my advice is to have a long-term plan and be willing to adapt as the market changes."
Recognizing that Oranjestad has experienced both prosperity and challenges, Edmond believes that projects like Central Boutique Hotel have the power to revitalize the area. "All eyes were on Noord. Now that Noord has reached its limit, interest in Oranjestad has risen." "It’s true that in every city center worldwide, you can find homeless people, and we are fortunate that currently they are not bothering tourists or locals. However, this is not an ideal situation nor an ideal landscape." Acknowledging the presence of these issues in the city center, Edmond urges the government and community to work together to find solutions to improve the environment for businesses and the well-being of the community.
"I want to see Central Boutique Hotel become a landmark in Oranjestad, attracting tourists. I hope that the hotel will promote jobs, services, art, and culture, helping to revitalize the center. The expected impact is a stronger economy and a vibrant, prosperous community."
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