Collective $20 million
effort aims to boost
isle economy

Business leadership hopes
the plan, and other incentives,
will encourage tourism

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By Richard Borreca
rborreca@starbulletin.com

A team of local business leaders hopes to put together a $20 million tourist promotion plan to pull Hawaii out of what Gov. Ben Cayetano has called the state's worst-ever economic crisis.

The trio -- Walter Dods, chairman and CEO of BancWest; Peter Schall, Hilton Hawaiian Village vice president; and Tony Vericella, Hawaii Visitors and Convention Bureau chief executive -- were appointed by Cayetano to plan a tourism-promotion strategy. After the Sept. 11 terrorist attacks, Hawaii's economy has been hammered as visitor arrivals tumble and unemployment claims climb.

Dods, Schall and Vericella briefed legislators yesterday in a series of closed-door meetings.

Dods said they are putting together a marketing plan for mainland visitors and a special promotional tour to Japan featuring Hawaii-born sumo wrestlers and local political leaders including Gov. Ben Cayetano.

The plan, according to Dods and Vericella, calls for Hawaii visitor attractions and organizations to put up $5 million, with another $5 million coming from businesses and visitor destination organizations. That money, Dods said, would match an expected $10 million state-funded subsidy.

"We are putting together an entire marketing plan," Dods said.

"For instance, I spent the day calling nonprofits such as the Bishop Museum and Contemporary Arts Center, so we can work out heavily discounted programs and tickets and then asking other companies if they will pay for the tickets," Dods said.

"We are working on things the visitors can do for free, we are working on package discounts, discounted hotel rates, maybe 'Hawaiian dollars' they can spend in hotels and restaurants," he said.

Dods said he hoped the airlines would look at their fare schedules and come up with their own discounts and incentives.

Meanwhile, Cayetano has joined the other governors across the nation for an online auction campaign on eBay, called the "Auction for America."

The plan is to raise $100 million in 100 days through special items auctioned off on eBay, with the money benefiting the victims and families affected by the Sept. 11 terrorist attacks.

In a section organized by the various state governors, special items will be auctioned off starting Monday.

Cayetano said through the help of Continental Airlines and Hilton Hotels the state will auction a "Come to Hawaii: Rejuvenate the Spirit" package.

It will feature first-class, round-trip tickets for a family of four from any major U.S. gateway city to Hawaii on Continental and a five-day stay at the Hilton Hawaiian Village.

The package will also include a lei greeting by Cayetano in his office at the state Capitol and a collector's book on Hawaii, signed by the governor.