Hawaii Tourism Authority Overview and Briefing

1

4th Annual Festivals and Events Seminar Secrets
for Growth
May 2008
2

Muriel Anderson Vice President Tourism Product
Development Hawaii Tourism Authority
3

Opening Celebration
4

• Vision
• By 2015, tourism in Hawaii will
• Honor Hawaiis people and heritage
• Value and perpetuate Hawaiis natural and
  cultural resources
• Engender mutual respect among all stakeholders
• Support a vital and sustainable economy and
• Provide a unique, memorable and enriching visitor
  experience.

5
Critical Issues

• Closure of Molokai Ranch
• Shutdown of ATA and Aloha Airlines
• Cruise industry cutbacks
• Increased cost of a trip for visitors
• Increased expenses for residents

6
(No Transcript)
7

• Festivals and events support state tourism in
  four significant ways

• New, repeat, active and experiential visitors.
• Opportunities for residents and visitors to
  interact

8

• Community sense-of-place
• Meaningful experiences for visitors

9

Western U.S. Market Competitively, Hawaii
leads as a place with special events/festivals

10

Eastern U.S. Market Hawaiis poorest
competitive performance occurs on attributes
under Events and Entertainment

11

Japanese Market Competitively, Hawaii takes
the top spot on special events/festivals

12

the common vision for "A Globally United
Industry that Touches Lives in a Positive Way
through Celebration".
13

Secrets for Growth
14
(No Transcript)
15

Dan McConnell Senior Vice President and Managing
Director DDB Public Relations
16
(No Transcript)
17

Ed Struzik 2008 President The Gilroy Garlic
Festival
18

1130 130 pm Lunch and Luncheon Speaker
19
(No Transcript)
20

Joe Vera III CFEE President CEO BorderFest
Association
21

130 215 pm Networking Break 215 315
pm Breakout Session Operations 401
Advanced Operations 101 Beginning
22
Operations 401 AdvancedKay Wolf Festival of
LightsOperations 101 BeginningCFEE
Candidates Case Studies
23
(No Transcript)
24
How HTA Works
Transient Accommodation Tax 7.25 on
Hotels/Condos, etc.
Tourism Special Fund
STATE TSP
HTA Board of Directors Determines Goals and
Strategies Sets Budgets
HTA President CEO Hires and Manages Staff
Product Development
Marketing
Administrative Support
Communications Outreach
25
Distribution of taxes
26
Strategic Initiatives
Access Communications and Outreach Hawaiian
Culture Marketing Natural Resources Research and
Planning Safety and Security Tourism Product
Development Workforce Development
27
HTAs Role in the TSP

• Lead Role
• Communications
• Marketing
• Tourism Product Development
• Support and Advocacy Role Throughout

28

29

• ACCESS
• Greetings Program Harbors Airports

30

• HAWAIIAN CULTURE
• Master Plan
• NaHHA Partnership
• Signature Events
• Community Programs
• Keep it Hawaii Recognition Awards
• Hawaiian Cultural Program Advisory Council (HCPAC)

31

• NATURAL RESOURCES
• Priority community projects
• 1 million directly from TAT to DLNR for State
  Parks Trails
• State Parks Survey
• Natural Resources Advisory Group (NRAG)

32

• RESEARCH PLANNING
• Strategic Planning
• County Plans State TSP Monitoring
• HTA Accountability Studies
• TNS Research Festivals Surveys
• Crisis Plans Management
• Other Tourism Research

33

• SAFETY SECURITY
• Visitor Assistance Program
• Master Plan
• Education Prevention Program

34

• WORKFORCE DEVELOPMENT
• Academy of Hospitality Tourism (AOHT)
• Master Plan
• Hospitality Training

35

• TOURISM PRODUCT DEVELOPMENT
• Product Enrichment Program (County State)
• Major Festivals Events
• Technical Assistance Capacity Building
• Promotional Campaign
• Other Efforts

36

• February 2008
• Sponsorship/Sponsorship Service
• Non-Sponsorship Revenue Programs
• Marketing/Media Relations
• February 2009
• Administration/Management
• Human Resources
• Operations/Risk Management

Electives Writing Skills Presentation
Skills Creativity/Innovation Time
Management Leadership/Management Skills Economic
Impact Branding Current Industry Issues Trends
37
FESTIVALS EVENTS POST-ARRIVAL CAMPAIGN
38
New Elements

• KSSK Radio Promotion
• United and Hawaiian Air In-flight
• This Week Magazine
• Proximity Ads with in-room video
• On every island, on any weekend, Hawaii
  celebrates. Come join us for festival fun this
  week. To find out more, ask your hotel concierge
  or call, toll-free,
• 1-877-FESTFUN (337-8386)

39
Upcoming Events

• Keep it Hawaii Program
• Call for Nominations Beginning May 21
• Deadline July 1
• Product Enrichment Program RFP
• Starting July 7 (tentative)
• Tourism Conference August 7-8
• Natural Resources Program RFP
• Starting August 11 (tentative)
• Hawaiian Culture Program RFP
• Starting August (tentative)

40
MAHALOwww.hawaiitourismauthority.orgwww.htafest
ivalsandevents.com