Joint deal with The Hawaii Visitors & Convention Bureau's "Lilo & Stitch" joint marketing venture with Walt Disney Co., announced in June as a three-year agreement, will end after December because of a budget cut by the Hawaii Tourism Authority.
Disney falls under
agency’s budget ax
A promotion based on the movie
'Lilo & Stitch' will end earlyBy Tim Ruel
truel@starbulletin.comFunding for the program will be slashed as a result of the $1.2 million in cuts the authority made to the bureau's 2003 tourism marketing plan, said Tony Vericella, the bureau's president and chief executive. The agreement, which surrounds the release of the Disney animated "Lilo" film, had been contingent on annual funding.
The bureau had been allocated up to $1.7 million to spend on the promotion this year, and approximately $850,000 for next year, Vericella said. He said the promotion is living up to its promised benefits for Hawaii tourism.
The authority felt the multiyear agreement would limit flexibility in the changing post-Sept. 11 environment, said Frank Haas, tourism marketing director for the authority.
Also, the authority wants higher-spending visitors and more business visitors to come to Hawaii, and the "Lilo" deal is geared toward family travel, Haas said. "If you look at family travel, it's decent but not as high as some other targets," he said.
The bureau's marketing plan was approved yesterday by a unanimous vote of the state authority's board.
Vericella said he cannot discuss specifics of the contract with Disney, which is confidential. Disney will be able to continue with its promotions of the movie, just not with bureau funds after the end of the year.
The bureau's investment in the venture was reflected in the events that lead up to the June U.S. opening, as well as openings in other countries and the Dec. 3 video and DVD release, Vericella said.
Hawaii Visitors and Convention Bureau
