Creating a Positive 1st
Impression
Thomas G. Tait ©2011 / 2016
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| Alexander Nevsky Cathedral, Sofia, Bulgaria |
I am neither an accidental tourist
nor an accident prone traveler. Early
in my journeys to foreign nations, I realized there were practical safeguards I
had to take to guarantee long life, serviceable limbs and an intact
wallet. As a result, I haven’t taken
many chances; neither have I placed myself in harm’s way. While my eldest daughter is fearless – I am
more introspective, embracing sage caution when unusual conditions arise.
Life
in the United States differed from life in Eastern Europe, and the differences
did not make for polite conversation.
America, held up as a decadent land filled with conspicuous consumers by
a Soviet population subjected to decades-long totalitarian rule. ‘Do not emulate the American way of life,’
they decried. Similarly, US news agencies pictured Soviet citizens
as tired, frumpy and sad. That same media
sent us images of a population who more often than not donned thick coats and fur
hats. Men and women snaked through long lines in frigid weather to collect a measured
quota of bread, meat, milk and cheese. Because
of our basic and idiosyncratic differences, tempers on both sides flared with
regularity.
Parents
and teachers taught us we should hate communists because they hated us. Each night in October and November 1962
during the Cuban Missile Crisis, I climbed a hill near my parent’s house and
sat with friends in terrified silence.
We’d gaze to the southeast, waiting for Russia’s intermediate-range
ballistic missiles to pounce. I
shuddered that our new rulers, middle-aged males and women, reflected the
unattractiveness of both Nikita Khrushchev and his wife, Nina.
Then
in 1990, after the fall of the Berlin Wall, I visited the Czech Republic, nee
Czechoslovakia, and Hungary. There I observed immense potential to attract
Western travelers. Those two nations
were on the fringe of Eastern Europe. Compulsory Soviet doctrine became their policy
only after the Empire assimilated those nations and others following World War
II.
My
visits painted an enlightened picture of culture and humanity within the communist
Bloc. The blanket of misinformation that
had obscured my vision disappeared; allowing new, focused perspectives on old
lies. I wondered how many other Soviet
nations had such rich and impressionable cultural endowments as those two
countries. Imagine my elation when I received an
invitation to visit the 'real' Eastern Europe, a nation that by choice enjoyed
a long-standing communist affiliation.
My mission was to test one country’s self-reported flaws in its tourism zones. I made
my way to the library and collected baseline data for the assignment.
My
strengths in the visitation arena included destination marketing, branding,
rural and environmental tourism, infrastructure, air service expansion, gaming,
spa, events, shows and conventions. So,
when in 1996 the summons from the US State Department to conduct a comprehensive
tourism survey of Bulgaria arrived, surprise and elation reigned supreme. A solid measure of self-confidence, the
trademark characteristic instilled by my parents and mentors, remained in
command. I embraced the invitation and
soon received an agenda outlining three weeks of various activities in-country,
commencing on January 21, 1997. That
special day marked the eve of the swearing in of Bulgaria’s first
social-democrat elected president, Petyr Stoyanov.
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| The Republic of Bulgaria |
Stoyanov
became Bulgaria's 2nd elected leader since the country’s break with the Eastern
Bloc in 1990. The 1st president of the
country a Socialist, Mr. Stoyanov represented the St. George's Democratic
Party. In a bold step toward democratization, Stoyanov’s service had to prove fruitful
for Bulgaria to embrace, with success, free-market economics. Further, he’d become an important player in
the alignment of US and Western European trade policies with countries of the
former Soviet Union. This project’s
importance had not been lost on me.
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| President Petyr Stoyanov |
I
was to be housed in an apartment in Sofia, Bulgaria’s capital. My transport, meetings and tours throughout
the country coordinated by a Bulgarian national representing the US State
Department, Nikolai Gerazimov. On
familiar terms with the length of time needed to move any tourism initiative
through a bureaucracy, I studied the mechanics of Bolshevik parliamentary
procedure. Thus I came to question the likelihood
of this assignment’s success within a relative period. Balancing that, my communications with
Nikolai were thorough, positive and professional. I felt in good hands, but the nagging disquiet
lingered that the trip might prove unpredictable, or worse, unsuccessful.
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| Nikolai Gerazimov |
The afternoon of
January 20, I started my excursion with a short hop from Las Vegas to Los
Angeles. After a brief layover, I
connected with an overnight flight to Frankfurt. Upon arriving in Germany, the climate took a
turn for the worse. Throughout central
Europe heavy snow and skin pelting ice chips delayed incoming and outbound flights;
made vehicular traffic bleak and pedestrian travel gloomy.
The
trials of international travel had by then become second nature to me. On that night, the bars were open inside the
massive Frankfurt terminal: I was happy.
At
that point, I had served as the executive director for the Nevada Commission on
Tourism for eight-plus years. In 1989,
my first year, with executives from Las Vegas, we launched a first-ever
marketing blitz in several foreign countries. Our mission was uncomplicated: boost
new visitation, or with the Japanese, boost and encourage visitors to linger in
Las Vegas longer. Japanese guests
historically stayed in Las Vegas just long enough for a meal, a show and a tour
of the Grand Canyon. After three years
of gentle persuasion, we influenced Japanese tour-operators to pitch longer
stays.
That
reality afforded me a barometer to gauge the timeliness of effective change in
delivery of tourism products or services.
I predicted Bulgaria’s tourism transformation to be years in the making.
By
the time of my visit, the cultural uniquenesses of non-English-speaking foreign
countries excited me. For example, before
crossing any street, I checked for oncoming traffic in both directions. I
overcame embarrassment when a male companion grabbed my hand and held it on our
way to an appointment. Vigilance in which
pocket a gained business card should be placed became important; likewise, watching
out for disreputable others who might pick those same pockets.
I
speculated on what surprises the former communist-era leisure destination had
in store for me. In my prep for the assignment,
I uncovered elfin documentation focused upon Bulgarian tourism. Two
key points rang out in everything I read.
The Black Sea Coast on its Eastern border served as a favored summer
vacation and medical-spa destination for Soviet workers. And, Bulgaria’s inland contained steep
mountain ranges with heavy snow accumulation, allowing its three resort
communities to be proclaimed winter sport havens.
I had
seen a report hinting that women who vacationed on the Black Sea coast
sunbathed topless and looked nothing as unappealing as Khrushchev’s wife. That
lurid bit of information penetrated my consciousness – alas, I was to visit that
shoreline in winter.
I
wanted this journey to unveil eye-opening examples of untapped cultural jewels shrouded
from the West until then by a restricted press. So, after a few hours delay, I joined the queue
for a bus ferrying us to the Balkan Airlines plane that served Sofia. It was
necessary for me to experience multiple aspects of Bulgarian tourism, so Balkan
Air became my first of many products to test.
I
climbed aboard the unique, Soviet-built Tupelov 154M airplane, configured to
seat 180 passengers, six across with a central aisle. As we
passengers streamed through the passageway, I saw no overhead baggage bins. Instead there were tubular metal racks faced
with bungee cord, the same as those found on trains and buses. Because of the
threat of turbulence, I placed only my jacket on that rack, and lay my
briefcase under the seat in front of me.
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| Tupelov 154M |
My
window seat, mid-cabin, had legroom akin to that in the economy cabins of US
domestic air carriers. The forward seat
back contained a scrappy fold-down tray table made of a tin-like material. It had seen better days, but remained functional. My seatmates, a husband and wife from
Bulgaria named Irina and Dimitri had just completed a trip abroad. They were a handsome couple which I learned to
be a Balkan characteristic. I spoke no
Bulgarian or Russian as they did. But, they understood rudimentary English and
wanted to brush up on small talk in my language. So, we chatted up Las Vegas, Hollywood, New
York and the sexual antics of Bill Clinton.
Once
airborne, the storm ramped up, but not enough to bring air-safety anxiety. The flight
would be just two-and-one-half hours. We
could smoke upon lift-off I learned as most passengers lit-up just then. My seatmate offered me a Russian Sobranie
Black, and I passed him an American Marlboro Light. His wife chose a Sobranie
Pink. Any nausea I experienced from the bumpy
takeoff ended with the calming effect brought by a cabin full of rich tobacco
fumes.
Vodka
bottles made their way from pockets and purses onto the tray tables. A cabin attendant with a taut blouse and large
enough bosoms to guarantee its snugness strode by with plastic cups. A little later, a different attendant whirled
a beverage cart down the aisle. This she
did, so those who didn’t know to BYOB could have a taste of the airline’s
proffered and formidable Ukrainian grain spirit. Aside from that, frills were non-existent: no
in-flight movie and the sole airline publication contained no English
translation. I reviewed the agenda for
the weeks ahead; the coming adventure pleasing me. In celebration, I had more vodka and toasted
my seatmates, who exchanged more cigarettes with me.
When
we had been at altitude fifteen minutes longer than scheduled, the pilot
addressed us in Bulgarian over the plane's intercom. I expected his message to be repeated in
English. When it wasn’t, I summoned an
English-friendly cabin attendant and asked her to interpret his message. Rather, she made her way to the cockpit and spoke
with the flight crew. In perfect
English, the captain said that Sofia became inaccessible due to fog. Our flight sped to a new destination, a
place called Burgas.
If
I had learned a driblet about Sofia, I possessed less than a dram of knowledge about
Burgas. Did it even exist in Bulgaria or
was it in a neighboring country?
Turkey? Romania? Inconclusive thoughts about the pending dilemma
coursed through my alcohol-warmed brain.
Dimitri poured me more vodka from his personal stash and told me where
Burgas resided.
Forty-five
minutes later we started our descent into Burgas, touching-down in another
twenty. Upon landing, the passengers
broke out in thunderous applause. I learned from Irina this grateful out-pour to
be the customary response when a landing resulted in no injury to the plane or
its passengers.
Out
the window I saw what I suspected to be the airport’s terminal; its lights
being turned on. The pilot told us that
the Burgas airport operated during warm seasons, serving a popular travel
destination from May to October.
Seasonality, he apologized, also meant that there would be no border
police or customs officials present to process us into the country. Feeling like Gilligan, I wondered how this
challenge would play out.
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| Burgas Airport |
We
deplaned, directed into the tiny terminal complex by our crew into a reception
hall built to house passengers until screened for admittance. The room accommodated 200 people without
chairs. Its stark white walls on three
sides held no decoration and the forth, large windows, faced the tarmac. Four
unmanned glassed-in cubicles signed Passport Control stood opposite the windows. There were no restrooms, but I noted when the
need became great, squirming passengers had received escort to the proper chamber. We stood in those close quarters, littering
the floor with cigarette butts for two hours awaiting the border guards.
As
if on cue, four starched officers marched into the room from the building's
interior, took their positions in the booths, and started the arrivals
screening. The passengers divided
themselves into four even lines. After
another thirty minutes, I received official permission to enter Bulgaria. From the look on the screening officer’s
face, I might have been the first American he’d seen fly into Burgas.
Passing
into the spacious Customs' hall, I noted my fellow passenger’s personal effects
appeared to be accounted for on the rotating carousel – except mine. The two bags containing the clothes and
toiletries I needed to complete my three-week assignment had not arrived.
Seeking
a Custom's official or airline employee who spoke enough English to aid me, I
found a cooperative but not bi-lingual officer named Stefan. He had
a kind face, deep-set eyes, salty brown hair and a Balkan weightlifter’s
physique. His stiff, sharp-pressed uniform contained
most of the twenty extra pounds he carried (holiday weight gain?). He wore well-worn brogues, but they sported a
proud high gloss. To him I explained my predicament and saw he
knew what I needed. Most important, I
sensed he wanted to help me. As the
passengers filed out of the terminal with their bags, Dimitri and Irina came by
to wish me well. They told me they had
family in Burgas who were coming to retrieve them. I bid them goodbye and continued the hunt.
Stefan
took me to the Balkan Airline’s cupboard and by jiggling the door showed its
security. I told him through a mixture
of signing and speaking single words that I must not leave the airport without
proof my bags hadn’t arrived with me. I
needed a certificate signed by an official of the government or the air carrier.
My
rescuer pried open a cabinet he believed contained lost luggage forms. He smiled upon finding one and presented it
to me. Beyond the title line of the form,
not one word of English existed.
Stefan
assisted me in completing the form by miming its requirements. The other border
police officers said good night to Stefan, and I noted that only he and I remained
in the terminal. He signed, dated and stamped the form, and presented it to me,
wishing me a good visit to his country as he motioned me to the exit door.
Briefcase in hand, I moseyed away from Stefan,
exiting the warm bright terminal into the frigid black night. The lights of
Burgas tinkled in the distance, reminding me that I had only a glimmer of a
notion where I stood in relationship to Sofia. I then realized that my fellow passengers and the
plane’s crew had moved on without me.
Stefan
turned off the terminal's lights and locked its doors behind him. He approached
and told me, as best he could, that the coaches hired to transport passengers
to Sofia departed thirty minutes earlier. He pointed me to a taxi stand about
100 hundred yards away. A lone cab sat
at that curb, its driver standing beside it smoking a cigarette. As I
approached, I saw even though dressed heavy for winter he had great height and a
reed thin ruddy face sporting a few days of beard growth. His
hair appeared at once both combed and wild. He glanced in my direction and nodded. I said
hello and asked him the way to Sofia.
He
said, “Very Far,” and pointed to his right. Beyond bedraggled, I reviewed my bleak
situation, now bleaker. I had no phone to call Nikolai, no local currency and
no idea how much time it would take to reach the capital. Should I stay in Burgas or try to reach Sofia
by taxi? That I had no way to measure the
honor of Bulgarian cab drivers or Burgas-based cabbies crossed my mind. I decided to take the chance and head to
Sofia.
I
asked him his name (Alexander) followed by asking the cost to ferry me to Sofia. He
gave me a number using American dollars. I offered a smaller number, to which
he said "okay." His response
seemed too fast, leading me to believe I might have shimmied my offer south.
Shrugging my shoulders at the learning experience, I slid into the chilled
leatherette rear seat of my Sofia-bound Soviet-built Lada taxicab.
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| Lada Taxi Cab -- (not mine) |
I
looked around to find non-existent seat belt seconds before Alexander set off
for the capital with a flurry of resolve and a noisy tail pipe. I hoped I might nap for at least part of the
trip, but the muffler's racket, cavernesque potholes and the lack of restraints
made that choice improbable. In between
teeth jarring thumps, Alexander and I tried small talk. I learned his wife's name was Maria; he had
three children and hailed from the ancient Byzantine, nee Thracian, city of
Nessebar. Pictures of his handsome kids
dotted the dashboard, mollifying me.
Forty
minutes into the drive we slid into an immense fog bank which I inferred to be
the same mist that kept our flight from landing in Sofia. As thick as a decent milk shake, the shroud
afforded twenty-five feet of visibility.
Upon leaving Burgas, the one lane available to us became burdened with
slow truck traffic we had to pass. Oncoming
cars and trucks passed their obstacles by dangerously gliding into our lane,
which only served to intensify my ennui.
Road challenges didn’t appear to bother Alexander very much. I never learned how much anxiety he felt about
the dismal highway conditions. He didn't
tell me, or if he said, it must have been under his breath or in a language I
didn’t understand.
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| Fog on the Bugas - Sofia Highway |
After
four white-knuckle hours, we rose above the fog and entered the foothills of a
craggy mountain range due east of Sofia.
Now early morning; the scenery took my breath away. Alexander asked if I wanted to eat. I said that I would, but added that I had no
Bulgarian money. To which he said in
fair English, "I buy breakfast."
He
left the highway onto a dirt road and we descended for five minutes. After two, the fog re-blanketed us in a wave
thicker than thieves eating pea soup.
Even though worn out beyond recognition, I went on full alert. There were no signs of life anywhere. No vehicles, no pedestrians, no buildings,
nothing but dense forest and shrubs and fog, and Alexander. It wasn't creepy
like Transylvania, but a damned good replication of its film portrayal. Nefarious thoughts raced through my
mind. Would I ever see my family again? Would I live another day?
We
crept into a thick grove of trees and approached a building that appeared much
like a World War II Quonset hut. Painted
in shades of green and brown, it blended in camouflage to the surrounding flora. Three lone cars sat empty on its far side – yet no sign identified its purpose. With trepidation, I walked with Alexander
toward a door in the front of the shack.
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| Quonset Hut |
My
adrenaline was spiking, senses on full alert.
If I was to be victimized, it would be soon. Alexander grabbed the door handle with me
standing behind him and turned it as though he'd done it a hundred times. I expected to see the Bulgarian equivalent of
Freddie Kruger waiting on the other side; my eyes closed involuntarily.
When
he opened the door, fears dissolved; the ganglia in my nose went into
overdrive, excited by pleasant aromas wafting outward, including fresh bread,
rich coffee, and chicken soup. My eyes
focused on the minimally decorated, well-kept diner-style café before us. Bright curtains hung on its windows and festive
Bulgarian cloths brightened its dozen-plus tables, two of them occupied. My obvious
hunger showed – Alexander sat us near the kitchen.
I
learned the scrumptiousness of traditional Bulgarian soups that morning,
consuming copious amounts of hearty stew along with bread, black coffee and
organic orange juice. I gained keen appreciation for Bulgaria's
morning staples. Alexander added
Bulgarian yogurt to his meal. My stomach
reacts when I eat a soured dairy product including yogurt. Sadly, I missed sampling that much-loved
Balkan treat.
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| Fresh Bread |
 |
| Bulgarian Chicken Soup |
After
breakfast and back on the highway, Alexander said we'd arrive in Sofia within an
hour. He asked where he should take me
when we got there. I didn’t have an
idea where to be deposited and shrugged: which is the international sign for
befuddlement. I likewise didn’t own the
street address of my intended apartment, or where Nikolai lived, or where the
Sofia airport sat relative to city center.
What I knew equaled a lot of nothing.
We
drifted out of the mountain's clear skies and settled into the irrepressible
fog bank. At least I had briefly
appreciated the Bulgarian landscape. I hoped
that the fog dissipated sometime during the coming three weeks.
Alexander
suggested he drop me at the Sheraton Hotel, the only Western brand hotel in his
country. He understood that English-speaking employees
worked there. It sat in the city center,
near important offices, he said. I told
him that it was a wise choice, making him smile. Within the hour, we approached the historic
edifice of the Sheraton Sofia Hotel Balkan.
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| Exterior of the Sheraton Balkan Hotel Sofia |
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| Interior Lobby of the Sheraton |
I
paid Alexander, offered him my heartfelt thanks, and with my briefcase in hand, I
entered the hotel. With no other guests
present in the lobby area and only one person staffing reception I approached
the employee, a woman in her early thirties.
As I came near, she looked up, gave me a generous smile and said, “You
must be Mr. Tait.”
Given
the craziness of the past several hours, it shocked me that a measure of
surprise remained in me. She had no
reason to blurt out my name – I had no reservation at that hotel, or at any
other. I must have given her my most
confused look. She smiled as a mother
does her child and added, “Your colleague has been frantic to find you. He told me he left messages at every hotel in
the city thinking you might surface at one."
She
added after appraising me top to bottom, "You appear to be worn-out from
your difficult trip. Why don’t you take
a seat in the lounge and I’ll bring you a cup of cappuccino? Then I'll call your colleague and tell him
you are here.”
I
went to the lounge, which she opened just for me, and sipped on the lush
cappuccino, a beverage only caffeine-addicted Europeans can craft. After
collecting my thoughts for ten minutes, Nikolai arrived. We exchanged greetings, and I filled him in
on my Frankfurt to Sofia journey. He listened
intently and asked questions in near-perfect English (as he could in French,
German, Russian, and Bulgarian, I learned).
I felt in good hands and looked toward the disruptions complicating my
visit fading into memory.
Nikolai
took the lost luggage report from me and we hustled to a market to buy
toiletries. Then we drove to my
temporary quarters for a shower and shave before the Presidential Inauguration
ceremony. I remained in my travel clothes
but I'd attend on time as planned.
Balkan
Airlines staff didn't lose my luggage; the Western European carrier I flew from
Los Angeles to Frankfurt did. My bags
arrived at the Sofia airport the following day by way of Burgas as the fog had
not cleared. Nikolai arranged for a
young man to transport my belongings to the apartment.
Upon
completion of my survey, President Stoyanov reviewed it and invited me to
return and discuss it. From that meeting
and later consults with in-country tourism leaders, several initiatives took
form, jump-starting the restructure and rekindling of their industry.
It’s
safe to say that my first impression of the Bulgarian people, their cuisine and
spirit reached my highest levels of praise.
Today, I call Bulgaria my second home, and my many friendships
established there: lifelong.
©
2011 / 2016 Thomas G. Tait