Does Valentine's Day mean love or a business opportunity?
Does Valentine's Day mean love or a business opportunity?
By Gedsiri Suhartono
JAKARTA (JP): Myths mixed with commercialization swirl around
Valentine's Day. However, all elements share a common point of
departure: namely how to best express feelings of affection to
our nearest and dearest. Endorsing a special day prompts us to
appreciate our loved ones. Scope for participation is wide open.
Have you ever received a "From a secret admirer" card? Lovers day
the world over is a chance for the shy devotee to communicate
their unreciprocated infatuation.
Whether you embrace the day or neglect it, for those in
business, Valentine's Day is another chance to tap the market and
fill the company's coffer.
Restaurants and hotels with star ratings offer a variety of
compellingly packaged romantic experiences. Take your pick from a
"simple" candlelight and light live music dinner deal priced at
Rp 90,000/person or satiate the senses with an elaborate
overnight chocolates-champagne-roses package worth Rp 1,5
million. The suggestiveness of sweets, alcohol and flowers!
These elements act as key signifiers for couples to express their
affection for one another -- particularly on this day of giving
and loving.
"I realize I shouldn't just wait for Valentine's Day to be
more appreciative than usual. Selecting a nice card embossed
with flowers is a gesture to describe how I feel about us. I
guess Valentine's Day is an occasion when I feel comfortable
enough to express some of that schmaltzy stuff," explains Riza,
a 30-year-old executive, as he browses through a stack of "You're
Special" cards for his loved one, Shinta.
Riza submits to the canny advertising and succumbs to
convention, satisfied that Valentine's Day merchandise will
express his needs. Talking about his Valentine's card, he
remarks: "It's not too original, but enough to remind her that
she's special. I'm not quite sure how it all started (the
tradition of Valentine's Day), but I sure am glad there is a day
to let us off the hook, (where we) get away with being all
mushy."
The World Book cites differing opinions about the day's
origin. Some trace a lineage from an ancient Roman festival
called Lupercalia held to ensure protection from the wolves.
Other experts connect the event with one or more saints of the
early Christian church.
Still others link it with an old English belief that birds
select their mates on Feb. 14. The Book concludes that the
celebration originated as a combination of all three sources,
adding that the seasonal timing of springtime is a traditional
time for lovers.
As early as the 15th century then, bachelors and maidens sent
romantic verses to each other and exchanged gifts. Later accounts
record that commercial Valentine's Day did not start until the
1800s when English shops commenced carrying Valentine's Day
decorated cards.
Improvisation pervaded the development and expansion of the
festivity to other countries. Regional modifications to this day
occur, although it would be extremely difficult to avoid the
color pink, roses, chocolates, cupids or teddy bears.
To survive the increasingly harsh competition, players in the
leisure business have to spin the creative wheel in ever changing
combinations. This is particularly the case in Indonesia where
the bite of the economic crisis has seriously depleted the
spending power of many, including the important target group of
the middle class. Most star-rated hotels have diminished
expectations that Valentine Day's packages will deliver happy
couples to their doors.
Innovative methods to attract customers don't seem to be in
jeopardy. Mercure hotel on Jl. Hayam Wuruk in China Town, for
example, offers a palm-reading session for couples in conjunction
with their Valentine's Day dinner. Organizers assume that the day
will be a good opportunity to assess each others compatibility.
"(It's) just for fun. Couples are, in general, curious about
their future together. We figure it is a different method to
attract customers," said Mirna A. Basalamah, of the Hayam Wuruk's
Mercure.
More too often, love themes are limited to romantic love
between heterosexual couples. Few, if any, proclaim hosting a
Valentine's Day event for homosexual couples.
"It's too much to expect from this society," said Anita, not
her real name. "Given the condition that we live in now, I am not
confident that we would feel comfortable going public anyway,"
the bank executive said.
Bengkel Nightpark has opted for a more altruistic theme: "Love
the World" is the name for their Feb. 13 event. Couples are
encouraged to donate blood for needy recipients. Dandan Hamdani
of Bengkel contends that the event -- held as part of Bengkel's
continuing social community program -- intends to remind its
visitors of the world's suffering.
"A commendable Valentine's Day would mean giving parts of
yourself to others, for a greater good. This activity could be an
intimate way to show love and concern for humanity," Dandan said.
While some people may scoff at the commercialization of the
event, scorning its superficial nature, some individuals attach
great significance to the event.
"I was crushed because my boyfriend didn't attempt to do
anything special for Valentine's Day. He did not even utter a
word relating to the celebration, which means a lot to me. I
consider it vital, if not compulsory, that couples recognize its
special meaning," said Ithca, a graphic designer who terminated
her relationship a week after her boyfriend neglected to
celebrate Valentine's Day last year.
Her early association of Valentine's Day was imagined to be
the ultimate expression of love and courtship. Her older sister
used to throw Valentine's Day parties and dances. Her peers and
partners during her four years of being educated at the Rhode
Island School of Design obviously did not fail to meet up the
annual "obligation" to express their bliss of being in love with
her.
Other sing, "Well is it love then, is it dictated or chosen?"
So much for love and affection.