LIHU‘E — The Kaua‘i Visitors Bureau asked the County Council, Wednesday, for a fiscal appropriation of $200,000 to promote Kaua‘i’s tourism on the mainland and abroad. The appropriation, if approved, will be a substantial increase from what KVB usually receives
LIHU‘E — The Kaua‘i Visitors Bureau asked the County Council, Wednesday, for a fiscal appropriation of $200,000 to promote Kaua‘i’s tourism on the mainland and abroad.
The appropriation, if approved, will be a substantial increase from what KVB usually receives annually from the county.
“Normally we would receive $155,000 from the county,” said KVB director Sue Kanoho. “Then it was reduced to $145,000, then $75,000. Everybody was told to take a cut, so they cut us too. We can’t be immune. Everybody took a hit.”
The funds would supplement the $2 million annual operating budget for the agency funded by taxpayers through Hawai‘i Tourism Authority.
Additionally, KVB received a one-time allocation of $1 million last year to ramp up visitor marketing efforts during the economic downturn.
The bill, which would allocate monies from the county’s general operating fund, would be used for the following:
• $15,000 — American Girl “Kanani” doll promotion
• $70,000 — Kama‘aina Campaign
• $10,000 — Film promotions and press trips
• $10,000 — “Pirates of the Caribbean” Sweepstakes
• $25,000 — Canada blitz
• $25,000 — Japan delegation
• $33,000 — Kaua‘i Made promotions
• $12,000 — Administrative fees (6 percent)
For the kama‘aina campaign, Kanoho said her agency is trying to develop a promotional program for the Eastside of Kaua‘i, because “that’s the area that needs the most help.”
Regarding the Japan delegation, she said this foreign market has been neglected to some extent from a marketing standpoint, “because everyone was really looking at survival mode,” she said.
“You go to the markets that you know you will have an impact on, and we’ve had such a great relationship with our sister cities.”
But now, with the economy no longer in free fall, Kanoho said she is ready to tackle the tougher markets.
On Jan. 17 she will hold a meeting to discuss Hawai‘i tourism in Japan.
“We want to get back into that market,” Kanoho said, “and we’re getting in touch with key leaders. We’re saying to Japan, ‘We’re really interested in working with you.’”
For Kaua‘i Made, Kanoho plans to have her marketing team assist with the program.
“It really needs help in marketing,” she said, “so we’re going to take some of our expertise and help the program, do some real advertising.”
In a written testimony to the County Council on Wednesday, Leesha Kawamura, senior sales manager for Hawaiian Airlines, and Randy Francisco, president of the Kaua‘i Chamber of Commerce, expressed support for the appropriation bill.
“As we continue our efforts to revitalize our tourism economy from the economic downturn,” Kawamura said, “it is important that funding be made available to support the continued efforts of Kaua‘i Visitors Bureau.”
Francisco said it’s essential that the county continues to partner with the private and non-profit sectors in leveraging resources provided by KVB.
“Anything you can do to support businesses is greatly appreciated,” Francisco said.
Kanoho said she thinks everybody realizes that the few opportunities this year will be gone if not taken advantage of.
“We have to strike while the iron is hot,” she said.
