KALAPAKI – Getting Kaua‘i tourism back on track following the recession of 2008 and 2009 is a $1 million effort. “What we did last year was unprecedented in that we went before council to request $1 million in stimulus for
KALAPAKI – Getting Kaua‘i tourism back on track following the recession of 2008 and 2009 is a $1 million effort.
“What we did last year was unprecedented in that we went before council to request $1 million in stimulus for tourism,” Kaua‘i County Councilman Dickie Chang said Thursday. “The goal was to stop the bleeding, to get out there and show a presence so we don’t get forgotten.”
Sue Kanoho, executive director of Kaua‘i Visitors Bureau, provided a brief review of her agency’s measures to improve tourism levels during the annual membership meeting Thursday at Kaua‘i Marriott Resort.
“It was ridiculously difficult in 2009, and 2010 was tough because we worked very, very hard,” Kanoho said. “… Year to date, we’re up 3 percent over last year. Last year, flat was the new up, so I’m just happy to have 3 percent.”
Last year, the council provided KVB with a one-time allocation of $1 million to ramp up promotions for Kaua‘i tourism after the recession.
Recently, KVB attempted to draw tourists from Canada by doing “blitzes” in Vancouver and Calgary that involved radio station contests for free trips to the island.
“The week-long promotion focused on the return of WestJet’s service between Vancouver and Lihu‘e starting early December, and included consumer events, as well as media appointments,” Kanoho said.
Hawaii Tourism Authority’s most recent report indicated an 18.7 percent year-to-date increase in visitors from Canada compared to the same period of 2009.
Other highlights for the year included Travel + Leisure Magazine’s ranking of Kaua‘i as the best island in Hawai‘i and the second best island in the world, plus the three movies that were filmed on island: “Descendants,” “Just Go with It,” and “Pirates of the Caribbean: On Stranger Tides.”
Marketing efforts in 2010 included regional magazine print advertising; the creation of an online presence at brides.com, fodors.com and virtualtourist.com; social media networking on Facebook (Kaua‘i Visitors Bureau) and Twitter (@kauaidiscovery); quarterly e-mail blasts; and additional radio broadcast promotions in San Francisco, Seattle and Chicago.
Kanoho said 2011 will probably be a lot more of the same. “We’ll continue e-mail blasts and do blitzes for regional marketing in Seattle, Portland, Phoenix and San Francisco.”
New markets will include New York, Boston, Dallas and Atlanta. “Why these cities?” said Patrick Dugan of McNeil Wilson Communications, which handles KVB’s public relations. “Because market research tells us they are prime for our message.”
The marketing theme for the upcoming year will be “rejuvenating,” with an emphasis on Kaua‘i as lush, idyllic and peaceful, with endless shades of green, serene tropical rivers and a relaxed pace.
Beth Tokioka, executive assistant o Mayor Bernard Carvalho Jr., said in 2010, 20,000 were connected to the island’s visitor industry, emphasizing the importance of KVB and the efforts of Kanoho. She said the mayor has been having discussions with Chang regarding KVB’s “need for a little more help.”
The majority of the agency’s funding comes from HTA, approximately $2,000,000, Kanoho said.
“We do receive a grant from the county Office of Economic Development, which has fluctuated between $145,000 to $155,000; however, is currently at $75,000,” she said. “The $1 million stimulus grant will be completed by Dec. 31, 2010.”
The grant discussion on the council’s agenda Wednesday “would be a supplement to the current $75,000 grant,” Kanoho said. “We will present that plan to the County Council next week.”
Chang said, “I do support an allocation, but not as much as last year. That was a one-time thing. Drastic measures for drastic times.”
