State banks on
Pro Bowl to draw
winter-weary tourists

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By Jaymes Song
Associated Press

The state spends millions of dollars every year trying to lure winter-worn sports fans around the world with images of Hawaii's scenic beaches and near-perfect weather.

The bulk of Hawaii's major sports programming occurs in January and February with the Mercedes Championships, which is followed by the Sony Open, Senior/LPGA Skins Game, MasterCard Championship, Hula Bowl and today's Pro Bowl.

"It's big-time exposure showing off Hawaii," said Rex Johnson, executive director of the Hawaii Tourism Authority.

By the time the four golf events and two football games are completed, more than 40 hours of sports programming on 13 different days will have been broadcast nationally from Hawaii.

"The events have a huge impact on the economy," Johnson said. "We get national and international TV exposure showing how lovely Hawaii is and this happens while the rest of the nation freezes."

Tourism officials say the exposure and media attention is priceless in marketing the state's multibillion-dollar tourism industry that is still recovering from the Sept. 11, 2001, terrorist attacks.

Nearly $5 million of the Hawaii Tourism Authority's $7.5 million annual sports marketing budget goes to the NFL to host the Pro Bowl. About $1.9 million goes to the PGA Tour, said Tau Harrington, sports manager of the tourism authority.

In return, the Pro Bowl alone generated $20 million in visitor spending and $2 million in tax revenues, the state said.

The state said about 16,000 visitors reported they came to Hawaii specifically to attend the 2002 Pro Bowl. That's 16,000 people spending money on everything from hotels and food to rental cars and hula dolls.

While the Pro Bowl, which has sold out every year since moving to 50,000-seat Aloha Stadium in 1980, produces the largest influx of visitors at once, the golf coverage helps attract more affluent travelers all year round.

"We know they spend more money and stay longer," Johnson said. "You get a real high-profile and high-spending audience."

In 2002, the tourism authority funded 21 sporting events. Besides the Pro Bowl and golf tournaments, the events that received the largest funding were the NFL Quarterback Challenge on Kauai ($400,000), Ironman Triathlon World Championships ($225,000) and the Hawaii Marlin Tournament Series ($100,000), Hawaii World Billfish Challenge ($80,000) and Maui Invitational college basketball tournament ($75,000).

"These broadcasts are a powerful vehicle for communicating the message that Hawaii is the ultimate sports destination with something for everyone," the tourism authority said in a statement.