“She’s so Boca.” “They’re so Boca.” What exactly does this mean? In some ways, the expression’s significance lies in the fact that it even exists in our lexicon. There is no corresponding, “She’s so Deerfield,” or “They’re so Pembroke Pines.”
What is “being Boca?” We associate many negatives with the term. It’s a pastiche of ostentation, wealthy tastelessness, lack of concern for others, figuring out expensive ways to fill one’s idle time, and a preoccupation with physical appearance, to name just a few commonly attributed characteristics.
“Boca” is driving the biggest, fattest, thirstiest 4-wheel-drive SUV you can find (even though Boca has no hills), then leaving the engine and AC running in the parking lot while you shop. “Boca” is turning blonde at 50 and remaining that way, under threat of being banished from the company of one’s friends and social circle. “Boca” is dressing inappropriately for one’s age. “Boca” is pretending you’re on Rodeo Drive in Beverly Hills, only about five years behind the curve, fashion-wise.
“Boca” is Botox and surgical enhancement. One Boca woman can spend enough money tightening up her jawline to feed several third-world families for a year.
Why wouldn’t a company want to be associated with this lifestyle? This isn’t meant to be sarcastic. It’s what many people aspire to, particularly those who buy luxury items with the hope or expectation that the possessing of them will cause some of the cachet to rub off on the owner.
Boca—the geographical place—shouldn’t be blamed for its reputation. It’s merely the locale where the dreams of many have become reality. Those people have congregated in that one place to congratulate each other on their success, and to revel in their own. If you want to blame something, blame the culture and set of values that instill in them the desire to be “Boca.”