Devils on the Deep Blue Sea: The Dreams, Schemes, and Showdowns That Built America's Cruise-Ship Empires

by Kristoffer Garin

In this terrifically entertaining history, Kristoffer A. Garin chronicles the cruise-ship industry, from its rise in the early sixties, to its explosion in the seventies with the hit show The Love Boat, to the current vicious consolidation wars and brazen tax dodges. Entrepreneurial genius and bare-knuckle capitalism mate with cultural kitsch as the cruise lines dodge U.S. tax, labor, and environmental laws to make unimaginable profits while bringing the world a new form of leisure. A colorful and compelling behind-the-scenes narrative, Devils on the Deep Blue Sea is a definitive look at the industry and its robber barons who created floating empires.

Genres: Nonfiction, Business, History, Economics, American History

384 pages, Paperback

First published June 23, 2005

Reviews

[Eric_W · Rating 4 out of 5]

Basically a history of Norwegian Cruise Lines and the genesis and ultimate supremacy of Carnival Cruise Lines. Kloster (NCL) and Arison (C) had originally worked closely together. They had a falling out because Arison was playing loose with the float, i.e. money that had been collected from passengers for future trips. After having been close friends they became vigorous rivals. Both were extreme optimists, but Arison coupled that with bravado. His first ship was the Mardi Gras which had been close to the junk heap but was advertised as the "flagship of a go9lden fleet." Problem was, there was no fleet and the ship was anything but golden Spanish workers nicknamed it Mierda Grassa which translates into "fat piece of shit."

The first voyage, while considered a disaster by some, really helped to define the role of the cruise industry. The focus no longer was no longer on where the ship was going but on the ship itself. The Mardi Gras, through a spectacular error by the pilot and miscommunication in languages as they were leaving harbor managed to run it aground. No damage was done, but it was PR calamity, having the maiden voyage of the flagship sitting crosswise across the entrance to the harbor preventing other ship traffic and in plain view of the highway running parallel to the ship channel. Arison's son, who was aboard, had the inspired idea of opening the bar and celebrating the ship. Who cares if we don't go anywhere, was the theme, we're having a lot of fun. The episode also became the inspiration for a Carnival Lines drink: the Mardi Gras on the rocks. Carnival ships now became the "fun" ship line.

And then came "The Love Boat," or, as described by one wag, "the Disney porn show." The show could not have appeared at a better time. Free publicity worth hundreds of millions of dollars. That coupled with ships that were cheap to build thanks to European subsidies to keep their industry afloat (pun intended,) the disappearance of transatlantic travel which brought many ships on to the market for a fraction of what they had cost, cheap third world labor, and the ability to register ships at offshore tax havens, made for extremely high profits. The industry exploded.

Soon the industry was controlled by just 3 families with Carnival and RCCL controlling 10 of 16 cruise lines. At any given time today there are more than 200,000 people at sea in ships "as safe as strip malls," (they look like them, too.) The latest mega-ship -- soon to be eclipsed in size -- is Voyager of the Seas. They are so efficient that turn-around time in port is 8 hours even though they must load food for 160,000 meals, and move 8,000 passengers (1/2 getting off, 1/2 getting on.)

Of course, this efficiency comes from rather miserable working conditions and the industry relies on workers from Third World countries. It's also ironic that companies that wrap themselves in American iconography and the protections and benefits of operating as American companies, pay few federal taxes and are not subject to U.S. labor laws thanks to flags -of-convenience countries like Liberia which require little in the way of responsibility on the part of ship owners. "The opportunity for abuse is simply breathtaking," said Matt McCleery, editor of Marine Money That being said, conditions have improved tremendously for the workers if not for US taxpayers since the cruise industry pays virtually no taxes on immense profits.

Flags of convenience mean little to the passengers until something untoward happens on board they discover they are not longer subject to the laws of the United States but rather on a virtual "sovereign island," a small piece of Liberia, where the ship's owners have a lock on what happens. The FBI technically has jurisdiction for crimes committed on ships that leave U.S. ports, but the catch is that the ships are not required to report any crimes that are committed.

There is a huge incentive for cruise lines to offer immense discounts after the ship has reached its break-even point of 65% capacity. Everything above that number is all profit, especially since on-board spending brings in a lot of revenue, not to mention helps to pay tips to the crew whose wages are so paltry to begin with. And then there is the waste: "A typical cruise ship with 2600 passengers on a one-week voyage produces on average: 245,000 gallons of sewage, 2.2 million gallons of grey water, 37,000 gallons of oily bilge water, 141 gallons of photo chemicals, seven gallons of dry cleaning waste, thirteen gallons of used paints, five pounds of batteries, ten pounds of fluorescent lights, three pounds of medical waste, and 108 pounds of expired chemicals. Some of this ends up in the ocean, either intentionally or because it is mixed with grey water. Plastics, as well, make their way into the ocean when incinerator ash is discharged — there is no guarantee that all plastic and dioxins have been eliminated — and when it goes down the toilet or the pulpers in the galley." (http://www.newtimes.org/issue/0307/cr...)

One area where they have done remarkably well -- thanks mostly to the CDC -- is sanitation. Even while they might be dumping thousands of gallons of bilge water (Royal Caribbean executives almost went to jail over this) the CD has worked closely with the cruise lines to prevent shipboard illness and the number of cases has been remarkably small considering the huge number of people served.

I love ships, but every time I get excited about a cruise, I need only look at the brochures that show a gray-haired man and his lovely, slightly younger, but still a little gray-haired wife, in formal wear being seated for dinner. The last thing I want on vacation is to have to dress for dinner. So if and when I ever do go on a ship again (we traveled to Europe twice and back in the fifties and early sixties: Liberte, Rotterdam, and QE 1) it will be a container ship. Then again, I was very seasick on the QE and you know what they say about seasickness: You wish you would die, but what is worse, you realize you won't.

[Jason]

Pretty interesting history of the modern corporate cruise giants. Opened my eyes a bit, fairly written, kept my interest. I'll never sail on Carnival.

[Dan · Rating 4 out of 5]

i read this as part of my research for a series of paintings i just completed, and i can't stress enough how fascinating the history of the cruise ship is - or how diabolically it mirrors the circulation of capital in our neoliberal universe more generally. equal parts mike davis-style muckraking and corporate-intrigue tell-all, devils effectively exemplifies contemporary inequality at its worst and weirdest. the details of the endless buyouts, labor disputes and corporate mergers can make for tedious reading, but the financial, ecological and social schematics it explores are depressing and fascinating.

stranger still, garin seems to have gained front-seat access to many of the industry's major players. people like carnival CEO mickey arison appear to have given him ample interview time, in spite of the negative light in which he casts most of their actions. this makes the book even more troubling. for people like arison, it appears that being remembered as a shark in the water is more important than being remembered as a businessman or a philanthropist. he doesn't sound like someone who wants to win your heart - he sounds like someone who simply wants to win.

garin paints a harsh picture of our unregulated seas - the chapter exploring "flags of convenience" is particularly diabolical. even worse is the apathy surrounding the industry on the part of the consumer. as aristocratic flourishes become marketable to middle-class americans, a profound indifference to basic ethics follows in suit. for years, i've thought that corporate power has been years ahead of nation-state regulatory systems; in devils you see this put into practice literally, and geographically.

[Pedro · Rating 4 out of 5]

A portrait of the American cruise ship industry from its founding up until this book was written in the mid 2000's. This book is also the story of free market capitalism and all the good and bad that comes with it. I hope they publish a new edition which includes the scandal's of the last decade including the Costa Concordia sinking.

A surprisingly fun read given that it's mostly about corporate politics, something that's not really my cup of tea. However the best parts of this book are definitely the human stories. When the Carnival is still a small company you can feel for its CEO Ted Arison. By the end of the book all the talks of deals and mergers can get dull. However most of this book is a fascinating read. It tells the story of an enormously profitable industry that most people know very little about.

[Kate · Rating 4 out of 5]

A fascinating look at the cruise industry in the US, especially the rivalry between Carnival and Royal Caribbean. Business-focused but highly readable, and meticulously documented.

[Eric · Rating 3 out of 5]

Great read! I had know idea how intriguing the cruise ship industry was.

[Benjamin · Rating 3 out of 5]

This book revealed the fascinating and sometimes unsettling history of how the cruise industry has become what it is today. I work for a major cruise line (that isn't Carnival, Royal Caribbean, or NCL) and can see why our company and a few others are attempting to redefine the industry against the greed, lawlessness, and carelessness that has plagued it for decades.
There were a few sections in the book that were, frankly, quite boring, so I ended up skimming through much of the tedious corporate boardroom details and minute chronological details. Other sections however, had me fascinated and I had to re-read some details twice because I couldn't believe it.
If you have an interest in leisure cruising, corporate history, business, work condition exposés, or juicy scandal, this book will have something for you. If so, read most of this book, skim through the rest, and you'll enjoy it.

[Bookmarks Magazine]

It was the Love Boat, an insipid television show, that actually launched the wildly successful and still-popular cruise ship as an affordable fantasy vacation for middle-class consumers. It also jumpstarted Carnival Corporation, which controls more than half of today's cruise ship market and constitutes this book's primary subject. Garin, an investigative journalist, dives into the history of the industry, exploring the depths of the business and exposing (unfortunately, to a lesser degree) the grueling work of those who serve these flagship fantasies. Part investigation, part admiration, Devils suffers from an identity crisis. Don't be seen with it anywhere near the Lido deck.

This is an excerpt from a review published in Bookmarks magazine.

[Ramsey · Rating 4 out of 5]

Nice overview of the biggest cruise corporations, i.e. Carnival, Royal Carribbean, and NCL, and how they became what they are today (or were in 2003 or so when the book was finished.) Most of the descriptions of events and situations are very detailed, almost to a fault. However, the book is very well researched and raises some thought provoking questions regarding the cruise industry. It is a very educational book on the whole.

I couldn’t love this book as much as I wanted to due to the author’s propensity to get caught in the minutia. For example, countless pages are dedicated to the complex tax and legal structure utilized by the cruise lines to bypass traditional avenues. Also, a lot of the book is dedicated to a behind-the-scenes look at some of the major deals that rocked the industry. Not the most pleasurable or cohesive writing style, but still highly enjoyable. 4/5 stars.

[Debbie · Rating 4 out of 5]

This very interesting book chronicles the history of the cruise line industry. It is a remarkable tale, and Garin tells it compellingly. We see the beginnings of the cruise industry, witness the economics of quick growth and take-overs, cringe at the underbelly of organized crime and over-worked and under-paid cruise ship workers, and wonder at the far-reaching impact of cruise ships. I would like to see a follow-up book (this concludes with Carnival Corp's take-over of Princess in late 2001; the book was published in 2005) to learn if any changes have occurred in labor laws, flags of convenience, and ship-board conditions for the crew. As the book progressed, such changes were minimal even as lobbyists and Caribbean countries fought for or against legislation.

[Kelli Nina Perkins · Rating 2 out of 5]

There is some interesting material here about the beginning of the modern cruise industry and some early mishaps along the way. Unfortunately, it's bogged down with overly detailed blow-by-blow accounts of every political and fiscal episode. Much of this material (maybe half the book) should have been research material for the author's use. The few gems here are hidden in a narrative that could only appeal to a corporate lawyer. Kudos to Garin for such intimate understanding of the wheelings and dealings of the cruise empires, but please edit it down to the best and most interesting parts for the reader.

[Molly · Rating 2 out of 5]

So much potential and so uninteresting anyway. I'd give it 3 stars but there were between 2 and 4 typos (I skimmed over the first two because I am kind and forgiving, but when I noticed the next 2 I was cranky and remembered page 212 and 290 to prove it to others)so it's getting rounded down to 2.

Only recommend to people who really like hospitality/vacation industry books. Not nearly as raucous or humorous as the blurbs and subtitle imply.

[Scott Ladewig · Rating 4 out of 5]

If you're an avid cruise fan as I am, you really have to read this book. Kristoffer Garin takes the reader through the history of the modern cruise industry from it's post-WWII beginnings to 2003 with the Carnival acquisition of Princess. The book jumps around and glosses over things like Disney's entry into the market, but it is quite an eye-opener into how the industry arrived at its current position.

[Steven Lewis · Rating 5 out of 5]

I bought this book because of my love of cruising and it satisfied me in that aspect with plenty of inside details of the history of the modern cruise industry and how cruise lines operate. In addition, this is a fantastic and very readable business book with a great story to tell. The main focus is on the Norwegian, Carnival and Royal Caribbean lines and the book’s timeline ends in 2004 with the acquisition of the Princess line.

[Carol Fischer · Rating 4 out of 5]

Wow - quite an eye opener! Most of the deal- making maneuvering was interesting, but the lack of jurisdiction of US Laws for both passengers and crew was an eye opener (as were the examples).
The brazen lying and cheating to avoid minimal standards in disposing of oil and garbage is absolutely incredible. The size of the profits and lack of taxes is jaw dropping. So glad to learn the basics about an industry that has greatly expanded in the US.

[Kristin · Rating 3 out of 5]

For a cruise junkie, it's an interesting if not occasionally sobering read. Lots of behind-the-scenes perspectives. Clearly there were some exhaustive interviews done as part of the research. Writing style was on the whole engaging. I learned a great deal as most of the book covers time prior to when I started actively following the cruise industry.

[Kryztyne · Rating 3 out of 5]

Since my parents do a lot of cruising, I got this book for my dad. I read it after he finished and it is a huge eye opener. I knew some of the info, but there was some serious dirty dealing going on at Carnival! Who knew?

[Adam · Rating 4 out of 5]

this was a very interesting book. Eye opening and a little disappointing in what it tells about the cruise industry. Guess I should have expected it. I still would like to go on a cruise or cross the Atlantic one day

[Virginia · Rating 4 out of 5]

Examines the history of the cruise ship industry and how it evolved to just three big contenders. Found it quite interesting; can't say that it made me any more eager to go on a cruise than I've ever been which is sort of "not at all."

[Tim Glinatsis · Rating 4 out of 5]

This is a super interesting history of the cruise industry. Really well-researched and exceptionally detailed, this is an intriguing read for anyone who wants a tale of good, old-fashioned American capitalism.

BTW: If you're tied to the cruise industry, it's a must read.

[Susanne · Rating 3 out of 5]

Quite interesting history of the cruise ship empires we see today. Living in Fort Lauderdale,
we follow the cruise lines and their announcements - and we love to cruise. How this huge industry got its start in South Florida was informative for me. . .and fun to read.

[riese · Rating 3 out of 5]

I very much enjoyed this but it was more about the business end than I expected — like about the ppl behind the scenes making deals and going public and buyouts and bunch or other financial stuff. My favorite parts were about the cruises themselves and the industry’s norms and evolution.

[Aliza · Rating 5 out of 5]

Great read. It sheds light a lot of the industry’s beginnings that I hadn’t known before, plus some additional information from the 90s that I’d heard about. The author does a decent job of storytelling and the flow makes it fairly easy to read.

[Joslyn · Rating 3 out of 5]

the rogue & basement beginnings of what eventually became the mega cruiseline industry!

[Laura · Rating 5 out of 5]

interesting perspective and historical analysis of the cruise ship industry.

[Mick · Rating 3 out of 5]

oh, the horror and craziness behind the Cruise ship industry.

[David · Rating 4 out of 5]

Fascinating book... Tells how an industry grew from nothing to a giant.

[Noel · Rating 4 out of 5]

I'm just back fromn an island cruise with Celebrity. This book was a fascinating read, a well-researcghed history of the major cruise lines and what it took to build them...

[Tekes Kochteeyni · Rating 3 out of 5]

A bit sleepy. Very interesting start. Begins to fade a little as it describes the back stories behind each big brand.

[Pumpkin · Rating 5 out of 5]

I loved this book, and it's my favorite business book. It's a fascinating account of the history of cruising, an industry that is half business, half mob.