Question about La Ropa Beach

So been coming here now since 88' and first time I got to enjoy sitting down at our usual spot at the Catalina on the beach to have folks park in front with there umbrella and entire family. To then leave with there waste left behind. So my question is WTF happened here? Why is this all of sudden ok? Why isn't the Catalina asking them politely that there is other beach down the road as well to collect what the brought and dispose of it properly.
We paid good cash money up front as usual so the hotel gets the benefit (we pay in full up front) so we can come for a week and see the water, not we get to compete with this new group? Just curious of the tourist office in town has completely lost it...
I had many others on the beach sitting near us asking the same questions and you know darn well there asking themselves, do I come back next year?
Love your feedback..

PS outside of this have enjoyed every minute here, as normal, but the beach issue is big as its a place to re gain your mind and peace...