Hawai'i to export Lei Day tradition
By Ronna Bolante
Advertiser Capitol Bureau
The Hawai'i Visitors & Convention Bureau will send about 31,000 lei to 17 cities around the world to spread the state's May Day tradition and pique visitor interest.
Representatives of the organization will present thousands of lei in cities such as New York, Chicago, Vancouver, Seoul, Sydney, Beijing and Buenos Aires.
Tony Vericella, HVCB president and chief executive officer, said presenters will give out lei to passers-by in high-traffic pedestrian areas such as shopping malls and business centers.
"The idea is to showcase what is special and unique about Hawai'i," Vericella said.
In Washington, a hula halau will present lei to all members of Congress.
In Tokyo, the former sumo grand champion Akebono (Waimanalo's Chad Rowan) will take part in Lei Day festivities.
The $200,000 cost of making and shipping the lei from Hawai'i will be paid by the HVCB, Vericella said.
That money comes from the Hawai'i Tourism Authority, which gets its money from the state.
The cost also includes the distribution of CDs featuring the Brothers Cazimero, specially produced cards in five languages that explain the tradition of lei-giving, and press packets and videotape to various media, and other promotional expenses. Producers of the "Rosie O'Donnell Show" in New York are planning to celebrate "A Gift of Aloha! May 1st is Lei Day" with the audience wearing lei from Hawai'i, according to the HVCB.
Vericella said about 20,000 of the 31,000 lei will be made of flowers grown in the Islands. Most of the lei will be strung by Honolulu-based Greeters of Hawai'i, he said.
Local flower growers are not worried that the huge undertaking will cause a lei shortage this May Day, Vericella said.
Because of foreign countries' restrictions on imported flowers, HVCB will use only three types of flowers — tuberose, plumeria and dendrobium orchids — for the lei, he said. Vericella also pointed out that many families grow their own flowers to make their own lei.
Sen. Sam Slom said the event, which Vericella hopes will become an annual one, may not be the "best use of $200,000" to promote Hawai'i to potential visitors.
"While certainly the lei is part of the symbolism of Hawai'i ... after it's no longer there," Slom said, "would there be a better way to cement this identity that everyone's searching for?"
Correction: A previous version of this story said the Hawai'i Visitors & Convention Bureau's $200,000 May Day marketing campaign involves the making and distribution of 2,000 lei in 17 cities around the world. The cost also includes the distribution of CDs featuring the Brothers Cazimero, specially produced cards in five languages that explain the tradition of lei-giving, and press packets and videotape to various media, and other promotional expenses. Producers of the "Rosie O'Donnell Show" in New York are planning to celebrate "A Gift of Aloha! May 1st is Lei Day" with the audience wearing lei from Hawai'i, according to the HVCB.
