KEN IGE / KIGE@STARBULLETIN.COM
Valery O'Brien, 2003 president of the Aloha Festivals, holds the official theme logo for this year's event. It was created by artist Mapuana Schneider.
Tourism veteran
willing to work hard
for the love of alohaHow did you get involved in Aloha Festivals?
New post: Aloha Festivals 2003 president Valery O'Brien
Day job: Marketing director for Kamehameha Investment Corp.
New board members: Louise Funai, an independent fund-raising consultant; Carlton Kramer, Hilo Hattie vice president of sales and marketing; and Pohai Ryan, Kailua Chamber of Commerce executive director.
I've been involved in the festivals since about 1970. This is my first time as president. I started out selling ribbons for my club, Travel Women Hawaii. When I was with the Ilikai, I was in charge of two floats. And when I went to the Royal Hawaiian Shopping center I still sold ribbons and other paraphernalia, like T-shirts and caps. And, of course, we were part of the hoolaulea. So that was my involvement, it was always behind the scenes. Then 10 years ago I was asked to sit on the board and I've been there ever since.
What are your goals as president?
You know my theme, E Mau Ana Ka Hula I Ke Kanaka (Hula Lives Through Its People); my goal is really getting back to basics. I want to work on branding the Aloha Festivals name. People remember Aloha Week, but now it's the Aloha Festivals on all islands. I want to work on increasing attendance at all our events and getting our financial support in line so it's sustainable for the future.
It's a tough time for tourism, here and everywhere. What affect has that had on Aloha Festivals?
None so far. We've been very, very fortunate. We haven't been making millions of dollars, we've just been sustaining. And that's why this year I'd like to see if we can get a bit ahead. We're working on a business plan and fine tuning what works and what doesn't work and doing more of what works.
Is Aloha Festivals expanding or contracting this year?
We're not really doing either, but we're taking another look at some of the programs. For example, the Royal Ball has not been a money maker, so we are looking to try something new this year. Unfortunately, I can't talk about that yet. But across the board we are taking a look at scaling down what hasn't worked and beefing up what has worked and getting better. I think everyone is doing that now, in both their personal and professional lives. I don't see how you can help it.
This has got to be a mammoth undertaking, what's the payoff?
I just love it. A lot of it is what I've learned in the past years about Hawaii. The cultural side is something you can't learn in textbooks. And the people you meet are just phenomenal.
Why did you pick a hula theme?
The hula has been very close to me, very near and dear. I only wish I could dance it well. I can mostly do the hapa-haole thing. It's the dance of Hawaii and it has become this global phenomenon, with halau from Japan to Sweden. I thought it was time we recognized the hula and particularly the kumu hula. This is an art that is passed down from one generation to the next and we have to support the kumu and encourage the next generation to get involved and perpetuate hula.
Do you have a favorite event?
The installation of the courts is the one that gets me. I get tears in my eyes. Last year I was on Kauai, where the court comes down the Wailua river. The king came in one canoe, the queen in another. This year I'll be going to the one on the Big Island at the volcano. It's always inspiring. Of course, I like the hoolaulea for the food.
Inside Hawaii Inc. is a conversation with a member of the Hawaii business community who has changed jobs, been elected to a board or been recognized for accomplishments. Send questions and comments to business@starbulletin.com.
Aloha Festivals
