Sports Watch

By Bill Kwon

Thursday, May 20, 1999

Hooters a natural
for Hula Show

THE Hooters Hula Show? Why not? The restaurant chain took over as title sponsor of the Hula Bowl when Kodak pulled out from the college all-star football classic five years ago.

Like it or not, even feminists will have to admit that Hooters saved a long-time island tradition, enabling the Hula Bowl to carry on. No other company gave a hoot until the Atlanta-based chain stepped forward.

So why can't Hooters follow in the dance steps of Kodak to take over as sponsor for the hula show, another long-time island tradition.

Eastman Kodak Co. said it was going to end its sponsorship of the Kodak Hula Show, citing economic and marketing reasons.

Somehow, it just won't be the same calling the hula show by any other name.

Then again, the Kodak Hula Bowl -- the game's name from 1989 through 1994 -- had a short and snappy name that delighted headline writers.

And there were many "Kodak Moments" over the years when the Rochester, N.Y.,-based company sponsored the football classic, which now calls Maui home.

BEFORE all you politically correct people get up in arms and call me sexist, just remember that sex is an economic and marketing tool.

Don't take my word for it. Even the state of Hawaii works on the premise that sex sells.

I mean, after all, why was there all this fuss to get the sexploitative "Babewatch" television show to film its episodes here? Even the governor got into the act, saying getting "Babewatch" is good for our economy.

Excuse me? The show's called "Baywatch?" Whatever. Same thing.

Anyway, it's doubtful if Hooters would be interested in the hula show.

Right now, it's in negotiations with Bowl Games of Hawaii to renew its title sponsorship of the Hula Bowl.

Yes, it's hard to believe, but Hooters' five-year contract to sponsor the Hula Bowl ended this past January.

Why, it seemed as though it was only yesterday that we were hearing the hooting and hollering about Hooters being the game's new title sponsor.

"They've been a wonderful sponsor," said Lenny Klompus, Bowl Games of Hawaii CEO.

"They've given us a proposal to renew. We have a contract in front of us right now. We could sign it today," Klompus said.

BUT the Hula Bowl -- which also has affiliations for the next four years with the American Football Coaches Association and the Heisman's Downtown Athletic Foundation -- candidly told the Hooters people that it is exploring other options.

"There are other people we are talking to," Klompus said. "We're trying to get maximum exposure on a national basis for the Hula Bowl."

The pun was not intended, said Klompus, who added that one possibility is to have title and presenting sponsors.

It might lead to the game being called "The (blank) Hula Bowl presented by (blank)."

If it happens, Klompus hopes to fill in the blanks by mid-June.

Maybe not a headline writer's dream, but the longer name of the game will provide sponsors with more bang for their advertising buck. And you can't blame them.

Klompus also is seeking a multi-year contract. Five years would be ideal, but at least three, he said.

To Hooters' credit, it agreed to a five-year contract to underwrite the Hula Bowl back in 1995.

No other sponsor came close to matching that kind of lengthy commitment. "A lot of them only wanted one or two years," Klompus said.