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FL MORRIS / FMORRIS@STARBULLETIN.COM Gail Ann Chew, the new executive director of the Hawaii Restaurant Association, says she hopes to grow the association's membership by communicating directly with individuals about the benefits of joining. At left, Chew took a brief break from her job Wednesday in her office at the Finance Factors Center in downtown Honolulu.

Chew will try direct approach
to draw in restaurant owners

Gail Ann Chew Chew has been named executive director of the Hawaii Restaurant Association. The group hired Chew's consulting firm, GAC Marketing LLC, to manage and grow its membership. She started March 1. She also: >> Is a former senior executive for the Hawaii Visitors & Convention Bureau. She stepped down from the bureau in late 2003 amid cutbacks. >> Earned her undergraduate and master's degrees from the University of California, Davis, where she also later taught Asian-American studies. >> Has taught communications and public relations at Hawaii Pacific University.

Question: How many members do you have, and how much do you want to increase membership?

Answer: We have 200. I'd like to at least double that number by the end of the year. We have set some goals that will take us there.

Q: How can you do that?

A: As I talked with some of the state executives (of the International Society of Restaurant Association Executives), they are forwarding and sharing some ideas to me to reach out to members. I've retained a member associate whose job will be to write to, call on and visit restaurants ... so it's going to be a direct messaging, person to person.

Q: Did the restaurant association not do that before?

A: I think in the past, they've made efforts more to reach out to groups or larger numbers all at once, having gatherings. I think that it's time to really get grassroots, so to speak, so we're going to spend more time one on one. Communications and relationships is something I've always believed in. That's how people will see the value in becoming part of the Hawaii Restaurant Association.

Q: Why should restaurants join?

A: The restaurant industry in the U.S. is one of the largest. In Hawaii it's projected that restaurant sales alone will be in the $2.3 billion range, and so we are an important part of our community. Here, where tourism is a major industry, we are obviously a major contributor to tourism. People should join with us as a contributor to our communities. We are a voice.

Q: How are Hawaii restaurants doing compared with the overall economy and tourism rebound?

A: During the first quarter, in the state's food service and drinking places category, we saw an increase of 3.9 percent in actual jobs. That's right in there with hospitality.

Q: How are restaurant sales and profits doing?

A: The tone of conversations is very upbeat. Hawaii tourism is doing very well. And I think we're seeing that reflected with restaurateurs. One of the areas that I've enjoyed very much at HVCB is to work with chefs and restaurants in promoting the destination. Now I'd like to be able to see that continue through my work at the Hawaii Restaurant Association. And I'd like to see us promote more of neighborhood dining at smaller restaurants. The majority of restaurants are small businesses. I'd like us to let more and more people know about those experiences when they visit Hawaii. I'm going to be working on the Web site as a form of communication.

Q: What did you get out of recent industry meetings in Chicago?

A: One of the things I wanted to learn about was membership development. Also to incorporate the education component of the National Restaurant Association into our work. I wanted to learn a lot more about legislative activity. I also wanted to learn about ways to generate revenue for an association.

Q: What did you learn about membership development?

A: I learned that a lot of associations started where we are, more on the smaller side. Communication is a key. My background is communication. I believe that one of the major areas we need to focus on is greater communication, among our existing members and those who may not know what we do.

Q: What is your take on the results from outside agencies that took over Hawaii's international visitor marketing from the Hawaii visitors bureau?

A: I think the growth that we've seen in tourism, in the fact that we are at a record high for tourism, tells you that the industry, working together, has really contributed to sustained recovery of Hawaii post-9/11 and the fact that we continue to increase each year tells you that there's a tremendous and powerful infrastructure in place of the industry working together and I'm very proud to have been a part of that.

I traveled to Chicago this last week and met state executives from all over the country and I'm hopeful that we will be able to bring a couple of those meetings here from both the International Society of Restaurant Association Executives and the National Restaurant Association. And we've already pitched them. Maybe not right away, because I'm sort of new on that scene, but I'm going to keep at it. I believe that as a business destination for meetings, that we are right in there. I think that we'll get consideration. I believe that my experience with HVCB helps me with how and who to pitch.

Q: Do you miss the HVCB?

A: I miss a lot of the people that I worked with, but fortunately, because of the things I've been doing since I've left, I've been able to stay in contact with people and companies and organizations that I've worked with. So on a day-to-day basis, no I don't, but overall, a little a bit.

Q: What don't you miss?

A: It's different when you work for yourself. Instead of multiple people or entities that you're responsible to, you're able to focus your responsibility on your client. The HRA is one of my clients. They get a lot of my attention, whereas sometimes on a day-to-day basis you're pulled so many different ways. I get some key clients and they get my attention. When you do get to work for yourself you can spend more time on certain things at certain times.

I learned a lot at HVCB. My experience at the HVCB allowed me to experience so much and to try so many things. I wouldn't have traded that experience for anything. Even during the downs. You learn during the downs how to do things differently and better. Even during the downtime you're learning something. Difficult, easy, up, down -- I wouldn't have traded that time for anything.