Festival experts share wisdom

Mainland organizers speak at seminars across the state

There's a saying that they grow 'em big in Texas.

Attendance at BorderFest, the signature festival in Hildago, Texas, might be proof of that old adage. This year, sleepy little Hildago, population 7,322, drew a record 79,993 visitors to attend its signature festival, which brings in an estimated $5.3 million to the region.

Let's plan a party Festival Seminars will take place throughout the islands next week » Tuesday : 'Imiloa Astronomy Center, Big Island » Wednesday : Hawaii Convention Center, Oahu » Thursday : Wailea Marriott, Maui » Next Friday : Kauai Marriott, Kauai For more information, contact Alan Ellis or Eileen Osakoda on Oahu at (808) 528-4050, for neighbor islands, call toll-free (866) 528-4050; or visit www.htafestivalsandevents.com or www.hawaiitourismauthority.org.

Joe Vera, Hildago's city manager, will be in the islands next week to share his festival-growing expertise with members of Hawaii's visitor industry, who hope to put the state's own festival and events market on the map.

"BorderFest has actually been a catalyst for developing our community, which was recognized as an All-American City in 2004," Vera said. "It has brought people together in many ways and it has given us a reason to celebrate our culture and heritage."

Vera, who received the International Festivals and Events Association's Lifetime Achievement Award and was inducted into its Hall of Fame in 2005, will be joined Tuesday through next Friday by other national and local experts at the Hawaii Tourism Authority's fourth annual festivals and events seminars, "Secrets of Growth," which will focus on destination trends, event operations, branding and networking.

"We needed to figure out a way to get people to stop and stay awhile in Hildago," Vera said. "BorderFest has been the catalyst that we needed."

Other headline speakers at Hawaii's festival seminars will include Kay Wolf, the assistant city manager and Planner for BorderFest, who last year successfully launched the Festival of Lights, a new holiday festival in Hildalgo, Texas. Ed Struzik, the president of the Gilroy Garlic Festival, also will discuss festival branding The three-day festival in Gilroy, Calif., draws thousands of attendees. And, Dan McConnell, the managing director of DDB Public Relations and a 30-veteran of festival planning, will speak about destination trends and the role of festivals and events in destination marketing.

As part of a campaign to improve visitor and resident satisfaction scores and to boost tourism outside the sun, sand and surf venue, the Hawaii Tourism Authority is promoting Hawaii's festivals and events. The state's cultural assets are a draw for tourists and coincide with tourism trends that focus on defining destinations by historical and cultural aspects, said Muriel A. Anderson, director of tourism programs.

"One of the things that we've talked about on a state level is how important festivals are in our present environment with the shutdown of Molokai Ranch, Aloha Airlines and ATA," Anderson said. "Our philosophy is that festivals continue to be an important part of the tourism product and that they need to continue to be part of the experience for our visitors."

Economic pressures on the mainland, as well, have increased the need for regions to develop festivals that bolster their visitor markets, said McConnell.

"Festivals are becoming more important all the time, especially with the financial markets putting pressure on people's expendable incomes and forcing them to more closely watch how and where they travel," he said.

In Hawaii, festivals could also increase kamaaina demand for travel between islands, McConnell.

"At a time like this, when travel is down, it's always good to develop local markets," he said. "Hawaii really lends itself to outdoor and food-based festivals. These two categories would do really well in the islands and they'd have enough broad appeal to draw visitors from the mainland and from Asia."

Building a solid festival and events market also would also boost the popularity of Hawaii's visitor industry with residents, said Rex Johnson, president and chief executive officer of the HTA.

"Festivals and events help bring Hawaii's multi-cultural heritage to life, and provide both visitors and residents with an authentic community experience beyond sand, sun and surf," Johnson said.

Hawaiian history and traditions, music, hula and agriculture are significant attractions for visitors, he said. As such, HTA provides more than $2 million in funding per year to support more than 60 festivals throughout the state, Johnson said.