THE SENATE

S.R. NO.

15

TWENTY-FIRST LEGISLATURE, 2002

S.D. 1

STATE OF HAWAII

  
   

SENATE RESOLUTION

 

REQUESTING A STUDY OF PRIVATE SECTOR SPENDING TO ADVERTISE AND PROMOTE HAWAII AS A visitor DESTINATION.

 

WHEREAS, the private sector has promoted the Hawaii visitor industry since 1902, when a local businessman convinced a group of his colleagues to pay him to advertise the Territory of Hawaii on the Mainland; and

WHEREAS, that same year, about 2,000 visitors came to enjoy Hawaii's version of paradise after advertisements promising perpetual spring and romance appeared in national magazines; and

WHEREAS, over the decades, promotional efforts grew and so did the number of tourists, accommodations, and businesses catering to the visitor market; and

WHEREAS, from the first appropriation of public funds to promote tourism – $15,000 in 1903 from the Territorial Legislature – public funding has grown to over $60,000,000 in state funds annually; and

WHEREAS, while there is extensive information on the amount of public moneys expended to advertise and promote Hawaii as a visitor destination, little information is available on private sector spending by hotels, restaurants, tour companies, attractions, and the myriad other businesses that advertise to attract visitors to Hawaii; and

WHEREAS, such information would enhance cooperative tourism marketing and promotion ventures between the private sector and government and could decrease the reliance on state funding; now, therefore,

BE IT RESOLVED by the Senate of the Twenty-First Legislature of the State of Hawaii, Regular Session of 2002, that the Legislative Reference Bureau is requested to study the level and scope of private sector spending from 1997 through 2001 to advertise and promote Hawaii as a visitor destination; and

BE IT FURTHER RESOLVED that advertising and promotional expenses shall include:

(1) Consumer advertising, such as purchased exposure in the broadcast and print media, televised events and shows, direct marketing collateral, and the Internet;

(2) Consumer communications and promotions, such as media events and public relations; and

(3) Travel industry activities, such as familiarization tours, trade shows, and trade advertising and collateral; and

BE IT FURTHER RESOLVED that the information shall be reported by sectors of the industry in order to preserve the confidentiality of the financial information; and

BE IT FURTHER RESOLVED that the Legislative Reference Bureau shall seek the assistance of the Department of Business, Economic Development, and Tourism, the Hawaii Tourism Authority, and the private organizations that represent businesses that cater to the visitor industry, such as hotels, restaurants, attractions, tour companies, and others as appropriate; and

BE IT FURTHER RESOLVED that the Legislative Reference Bureau shall report to the Legislature on its findings no later than twenty days prior to the convening of the Regular Session of 2003; and

BE IT FURTHER RESOLVED that certified copies of this Resolution be transmitted to the Director of the Legislative Reference Bureau, the Director of Business, Economic Development, and Tourism, and the Executive Director of the Hawaii Tourism Authority.
     

Report Title:

LRB to study private sector spending on tourism advertising and promotion from 1997-2001; report to 2003 legislature.