2013 Annual Report to the Legislature
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2013 Annual Report to the hawai‘i Legislature TABLE OF CONTENTS OVERVIEW OF THE HAWAI‘I TOURISM AUTHORITY Overview of the Hawai‘i Tourism Authority .................... i n 1998, the Hawai‘i Tourism Authority (HTA) was Letter from the Hawai‘i Tourism Authority..................... 1 established through a legislative act as the lead state agency Organizational Chart ..................................................... 1 Ifor Hawai‘i’s visitor industry. This same act also established Board of Directors and Staff ........................................... 2 the Tourism Special Fund – a set percentage of the transient HTA Work Cycle ............................................................ 3 accommodations tax (TAT) collections that is assessed on hotels, vacation rentals and other accommodations to be used Strategic Plan .................................................................... 4 by the HTA to market, develop and support Hawai‘i’s tourism HTA Program Execution ................................................... 5 economy. Among its responsibilities, the HTA is charged with: Maintaining Brand ............................................................ 6 • Setting tourism policy and direction from a statewide Hawaiian Culture ........................................................... 6 perspective; Natural Resources .......................................................... 7 Career Development ...................................................... 8 • Developing and implementing the state’s tourism marketing plan and efforts; Safety and Security ......................................................... 9 Brand Experience ............................................................ 10 • Managing programs and activities to sustain a healthy visitor Product Enrichment ..................................................... 10 industry for the state; Product Development .................................................. 11 • Developing and monitoring implementation of the Hawai‘i Signature Events ........................................................... 12 Tourism Strategic Plan: 2005-2015 (State TSP); Festivals and Events ................................................ 12 • Coordinating tourism-related research, planning, promotional Sports Programs ...................................................... 13 and outreach activities with the public and private sectors; Brand Management ......................................................... 14 • Perpetuating Hawai‘i’s host culture; Access .......................................................................... 14 • Distributing visitors across all of the Hawaiian Islands to Marketing .................................................................... 15 balance capacity; and North America ........................................................ 16 • Creating greater collaboration with other State agencies. Japan ...................................................................... 17 China ...................................................................... 18 Operations Korea ....................................................................... 19 The HTA is administratively attached to the State Department Taiwan .................................................................... 20 of Business, Economic Development & Tourism (DBEDT). The Oceania ................................................................... 21 HTA’s president and chief executive officer reports directly to Europe ..................................................................... 22 the HTA board of directors and is responsible for assisting the Latin America .......................................................... 23 board in its responsibility to execute the mandates of Chapter Meet Hawai‘i ........................................................... 24 201B of the Hawai‘i Revised Statutes. Communications and Outreach ..................................... 25 Tourism Research and Publications ............................... 26 Transient Accommodations Tax (TAT) ......................... 27 Island Highlights ............................................................ 28 O‘ahu ........................................................................... 28 Maui, Moloka‘i and La¯na‘i ............................................ 30 Kaua‘i ........................................................................... 32 Hawai‘i Island .............................................................. 34 HTA Program Listings .................................................... 36 Hawaiian Culture ......................................................... 36 Natural Resources ....................................................... 36 Brand Experiences ....................................................... 36 County Product Enrichment Program (CPEP) ............ 37 Communications and Outreach ................................... 38 HTA Fiscal Year Actuals ................................................ 39 HCC Fiscal Year Actuals ................................................ 39 HTA Measures of Success .............................................. 40 i LETTER FROM THE HAWAI‘I TOURISM AUTHORITY Aloha! n behalf of the Hawai‘i Tourism Authority (HTA), the state agency for tourism, we would like to present the OHTA’s Annual Report for calendar year 2013. This report covers activities, accomplishments and challenges from January through October 2013. The Hawaiian Islands experienced positive growth in visitor expenditures and arrivals in 2013, contributing an average of $42 million in visitor spending and $4.6 million in tax revenue into Hawai‘i’s economy each day. We anticipate Ronald Williams and Mike McCartney exceeding 2012 visitor spending and arrivals for the year, which is a testament to the support of our industry partners, and collaborative strategies with airline and island partners. their employees and the community, and our collective efforts With more than 175,000 jobs supported by tourism, to rebuild our state’s economy. As we look to 2014, the HTA from our housekeepers and flight attendants to taxi drivers will continue to monitor world conditions affecting our current and general managers, our accomplishments in 2013 would markets, as well as targeting emerging markets to diversify our not have been possible without the support of our kama‘a¯ina. visitor mix. The more than 200,000 visitors who choose to vacation here Airlift played a vital role in our continued success this every day rely on our willingness to share the aloha spirit and past year. As the most isolated population in the world, air preserve what makes our destination unique, which is our access not only feeds our tourism industry, but also business people, place and culture. In the words of Auntie Pilahi Pa¯kı¯, and commerce for the state. Through our industry’s efforts, “The world will turn to Hawai‘i as they search for world peace the HTA has been able to support an extensive network of because Hawai‘i has the key…and that key is aloha.” routes with more than 20 airline partners, connecting Hawai‘i Mahalo! to more than 50 cities worldwide. In addition to global airlift, the HTA is continuing its efforts to increase distribution to the neighbor islands. Year-to-date 2013, Maui County, Kaua‘i and Hawai‘i Island all experienced increases in visitor arrivals and Ronald Williams Mike McCartney expenditures compared to the same period in 2012, and we HTA Board Chair HTA President & will work on maintaining this momentum through innovative Chief Executive Officer HTA Organizational Structure Legislature Governor Department of Business, Economic Development & Tourism (DBEDT) Hawaiian Culture Brand Management Hawai‘i Convention Center Brand Maintenance Experience Marketing Communications Tourism Programs Programs Programs & Outreach Research Hawai i Tourism Hawai i Tourism Hawai i Tourism Hawai i Tourism Hawai i Visitors & ‘ ‘ ‘ ‘ ‘ Meet Hawai i Asia Japan Oceania Europe Convention Bureau ‘ Big Island Kaua‘i Maui O‘ahu Visitors Bureau Visitors Bureau Visitors Bureau Visitors Bureau 1 Board of Directors (L-R): David Rae, Patrick Fitzgerald, Aaron Sala¯, Lorrie Stone, Ronald Williams, Patricia Ewing, Jack Corteway, L. Richard Fried, Craig Nakamura, Victor Kimura and Michael Kobayashi (not pictured: Kelvin Bloom) Board of Directors Staff MEMBERS REPRESENTATION Mike McCartney Joy Kimura Ronald K. Williams, Chair At-large President and Administrative Assistant President & CEO Chief Executive Officer Grace Lee Atlantis Adventures, LLC David Uchiyama Tourism Brand Manager Patricia A. Ewing, Vice Chair Kaua‘i County Vice President Dawn Lino President Brand Management Administrative Assistant Ewing, Ltd. Doug Murdock Lawrence Liu Kelvin M. Bloom At-large Vice President Tourism Research Statistician President Administrative and Fiscal Affairs Chika Miyauchi Aston Hotels and Resorts, LLC Administrative Assistant Jack Corteway At-large Brian Lynx Vice President Stella Montero President (Retired) Budget/Fiscal Officer Royal Aloha Vacation Club Meetings, Conventions & Incentives Melissa Ortega Patrick K. Fitzgerald Hawai‘i County Secretary CEO Daniel Na¯ho‘opi‘i Huala¯lai Investors, LLC Director of Tourism Research Roann Rakta Kona Village Investors, LLC Keli‘ihoalani Wilson Executive Assistant L. Richard Fried, Jr. City & County Director of Hawaiian Angela Rodriguez Partner of Honolulu Cultural Affairs Tourism Brand and Cronin, Fried, Sekiya, Kekina & Caroline Anderson Communications Manager Fairbanks, Attorneys At Law Tourism Brand