American Samoa Tourism Master Plan
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American Samoa Tourism Master Plan Prepared for: Department of Commerce American Samoa Government Prepared by: Resort Consulting Associates, LLC Kiner Design Group Studio 89 International June, 2010 Contact Information for Tourism Planning and Design Team Ms. Cate Thero Mr. Mark Kiner Mr. Bill Crump Resort Consulting Associates Kiner Design Group Studio 81 International 4475 Mission Blvd, Suite 228 17992 Michell South, Suite 110 108 Witmer Drive San Diego, CA 92109 USA Irvine, CA 92614 USA Folsom, CA 95630 USA www.ResortConsultingAssociates.com www.KinerDesignGroup.com www.Studio81ap.com Tel: (619) 619‐5077 (714) 955‐9539 (916) 983 3918 American Samoa Tourism Master Plan Task One: Tourism Framework 4475 Mission Blvd, Suite 228 San Diego, CA 92109 Tel: (619) 988‐5077 www.ResortConsultingAssociates.com June, 2010 General Limiting Conditions Resort Consulting Associates, LLC (“RCA”) has made every reasonable effort for the data contained in this report to reflect the most accurate and timely information possible. The information is believed to be generally reliable. This review is based on estimates, assumptions, and other information developed by RCA from its independent research effort and general knowledge of the region and the tourism industry. RCA and its sub‐consultants, Kiner Design Group and Studio 81 International, assumes no responsibility for inaccuracies in reporting by American Samoa Government (“ASG” or “Client”), its agents and representatives, or any other data source used in preparing or presenting this report. Information presented in this report was collected from November, 2009 to January, 29th, 2010. This report primarily provides an overview of a tourism framework for American Samoa. However, there are numerous factors that may have an impact on the success of the American Samoa development and these factors are not only significant, but they are unpredictable and not easily quantified. Some of these factors relate to the state of the U.S. economy and Pacific Island economies (e.g. New Zealand, Samoa, Australia); health outbreaks; acts of terrorism and source market interest level in international travel; exchange rates; ASG policies and procedures; access to credit for tourism operators; changes in air lift to Pago Pago and the outer islands; tourist visa and immigration policies; etc. Additionally, the success of American Samoa’s tourism development will depend on management capabilities, effective marketing and pricing, timely construction progress, and a myriad of other factors that have not been considered in this review. This study is qualified in its entirety by, and should be considered in light of, these limitations, conditions, and considerations. Possession of this study does not carry with it the right of publication thereof or to use the name of Resort Consulting Associates or RCA in any manner without first obtaining the prior written consent of RCA. No abstracting, excerpting, or summarizing of this study may be made without first obtaining the prior written consent of RCA. This report may not be used in conjunction with any public or private offering of securities or other similar purpose where it may be relied upon to any degree by any person other than the client, without first obtaining the prior written consent of RCA. This study may not be used for any purpose other than that for which it is prepared or for which prior written consent has first been obtained from RCA. Table of Contents I. Introduction ........................................................................................................................................................................................................................... 1 II. Assessment of Tourism‐Related Resources ........................................................................................................................................................................... 5 A. Natural Resources ......................................................................................................................................................................................................... 5 B. Cultural and Historic Resources .................................................................................................................................................................................. 16 C. Built Environment ........................................................................................................................................................................................................ 20 D. Human Resources ........................................................................................................................................................................................................ 30 E. Third‐Party Resources ................................................................................................................................................................................................. 33 F. Tourism Policies ........................................................................................................................................................................................................... 34 IV. Strategic Tourism Framework ................................................................................................................................................................................................ 38 A. Vision, Goals and Objectives ....................................................................................................................................................................................... 38 B. Roles and Responsibilities ........................................................................................................................................................................................... 41 C. Key Success Factors ..................................................................................................................................................................................................... 42 V. Tourism Development Model .............................................................................................................................................................................................. 43 A. Historic Visitation, Lodging, and Other Tourism Patterns ........................................................................................................................................... 45 B. Projected Visitation, Usage Assumptions, and Tourism Patterns ............................................................................................................................... 50 C. Projected Revenues ..................................................................................................................................................................................................... 62 D. ASVB Marketing Funding ............................................................................................................................................................................................. 63 E. Environmental and Social Impacts of Tourism Development ..................................................................................................................................... 66 VI. Tourism Attractions Evaluation ........................................................................................................................................................................................... 67 A. Day‐Trip Tour Evaluation ............................................................................................................................................................................................. 68 B. Recreational Activities Evaluation ............................................................................................................................................................................... 70 1. Snorkeling at Fagatele Bay U.S. National Marine Sanctuary ............................................................................................................................... 70 2. Water Sports at Utulei Beach .............................................................................................................................................................................. 71 Resort Consulting Associates, LLC. Task One: Tourism Framework ii | Page 3. Sport Fishing ........................................................................................................................................................................................................ 72 4. Snorkeling in the U.S. National Park in Ofu ......................................................................................................................................................... 72 5. SCUBA Diving Operation ..................................................................................................................................................................................... 73 6. Ili’ili Golf Course Redevelopment ........................................................................................................................................................................ 74 7. Zipline and Canopy Tours ...................................................................................................................................................................................