‘Lilo’ deal may
cost $1.7 mil

The funding would pay for a
year of marketing with Disney

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By Tim Ruel
truel@starbulletin.com

The Hawaii Visitors and Convention Bureau is seeking state approval to spend up to $1.7 million this year on the bureau's "Lilo & Stitch" marketing deal with Walt Disney Co.

The Hawaii Tourism Authority's staff plans to recommend the HTA's board approve one year of funding for the bureau's marketing contract with Disney, said Frank Haas, consultant to the authority. The agreement revolves around the upcoming release of Disney's animated "Lilo & Stitch" movie.

The $1.7 million is available to the bureau under its current budget in the category of marketing opportunities, said Tony Vericella, president and chief executive of the HVCB. Vericella declined to comment on the dollar value of the contract, citing a confidentiality agreement with Disney. However, the amount of the available funding is public record, Haas said. The HVCB markets Hawaii on a $45 million-a-year contract with the state authority.

The HTA has agreed that the money is available, Vericella said, but the HTA still plans to hold a meeting Monday to review the funding. The HTA's board should review the funding because no details of the contract are listed in the HVCB's budget, Haas said.

The Disney contract covers multiple years, but the authority's staff only wants to fund the first year, partly to avoid tying the hands of incoming HTA board members.

Disney and HVCB have said they are OK with funding that is approved on a year-to-year basis.

Set on Kauai, "Lilo & Stitch" opens June 21, with a world premiere in Hollywood on Sunday. An invitation-only special screening will be held at the Waikiki Twins Tuesday. Another screening will be at Kauai's Kukui Grove Cinema on Wednesday, according to the Garden Island newspaper.

The Disney marketing agreement has several benefits for Hawaii's tourism industry, officials have said.

Disney-owned ABC will run an hour-long telecast of the film opening, with footage of the islands, and a DVD release will have Hawaii messages and images. There is also the potential for sequels and a television series.

Other companies involved in the agreement are Hilton, Hilo Hattie and Hawaiian, United and Japan airlines.