LIHU‘E — After more than six months of planning and meetings, the Royal Coconut Coast Association officially launched on Valentine’s Day. The new nonprofit organized to broaden awareness of Kaua‘i’s Eastside as a destination. The former Royal Coconut Coast Resort
LIHU‘E — After more than six months of planning and meetings, the Royal Coconut Coast Association officially launched on Valentine’s Day. The new nonprofit organized to broaden awareness of Kaua‘i’s Eastside as a destination.
The former Royal Coconut Coast Resort Association phased out in the mid-1990s, according to Margy Parker, who has been helping the new organization with marketing efforts. The newly-formed group kept the name, but dropped the “Resort” part of it to make it more inclusive to businesses.
“The intent is to create a cohesive, large group,” Parker said.
The RCCA officially launched its press release Thursday, but on Wednesday, Parker, along with Kaua‘i Visitors Bureau Executive Director Sue Kanoho, made a presentation to the Kaua‘i County Council. Several members of the new organization also attended the presentation.
“As a long-time resident of the Royal Coconut Coast, I’m thrilled to see it back,” Councilman Tim Bynum said.
The scope of reach of the Royal Coconut Coast goes from Wailua Golf Course to Kealia Beach, Parker said.
Council Chair Jay Furfaro, who has built his professional career as a resort manager, served as president of the former association. He too was thrilled to see the RCCA coming to fruition.
“There are a lot of neat things happening in that corridor,” said Furfaro, adding that several hotels and resorts have recently spent millions of dollars in renovations, and Wyndham Resorts, the world’s largest hotel company, will be “making an entrance” in the area soon.
Additionally, there has been several improvements on the Eastside that have enhanced the quality of life of residents and the value of the area as a destination, including parks, seaside pavilions, beach bathrooms and the construction of the coastal multi-use path, according to some council members.
“I have to say that the bike path is fantastic. Bravo!” Parker said, enthusiastically. “It’s a happening place, it’s a great destination.”
Councilwoman JoAnn Yukimura said the multi-use path is a county investment that is paying off now.
“The timing is great,” said Councilman Gary Hooser, who owns property in Kapa‘a and sits on the board of the Kapa‘a Business Association. He said he has witnessed the monthly First Saturday event in Kapa‘a grow over the years.
First Saturday has slowly and consistently grown, thanks to the support of local business owners. The event started a few years ago, but since last summer, its popularity has skyrocketed, attracting several street vendors and performers. Many businesses stay open until 9 p.m., and live music stretches over Old Kapa‘a Town.
Making it happen
Kanoho said RCCA’s focus right now is on marketing the area. She said KVB acknowledged that while the entire island had rebounded from the economic crisis, the Eastside was still in trouble, and decided to help.
Occupancies were lower than the rest of the island, and the success of other resort associations, such as the Po‘ipu Beach Resort Association, has proven that focused and unified marketing can help the economy, she said.
KVB still had a little bit of money left from a $1 million stimulus given by the council a few years ago, Kanoho said. That money was used toward marketing the new organization, but other expenses were paid for by the RCCA members.
The organization’s 10 founding fathers had its first meeting last summer, according to Parker. Since then, membership has grown to 21 entities. Once details are further worked, more members are expected to join.
The money provided by KVB was for a marketing program intended to increase destination exposure, extend reach to new customers, create the desire to visit the area and to increase or stimulate sales with the members.
Tsunami Marketing donated a two-day seminar (equivalent to $6,000) to help RCCA define the brand position and message.
Some of the things identified that make the Coconut Coast unique were the historic coconut groves, historic sites, its royal heritage and central location.
RCCA then adopted a brand position of convenience, for advertising purposes: “The resort destination for the savvy traveler who wants to be close to everything Kaua‘i has to offer: history, culture, shopping, dining, nature and activities.”
Tsunami Marketing also designed and produced a logomark for RCCA at a cost of $2,500.
Some of the other components include a two-day photo shoot at $15,000; a $20,312 website with six months of tech support; a $6,000 public relations program; a 10-month contract with Google AdWords at $7,000; and a Facebook account with an ad campaign to be launched this week.
Visit the website www.royalcoconutcoast.com for more information.
• Léo Azambuja, staff writer, can be reached at 245-3681 (ext. 252) or lazambuja@ thegardenisland.com.
