Posted on: Tuesday, July 31, 2001

Companies help rescue Aloha Festivals with $200,000 donation

By Jean Chow
Advertiser Staff Writer

Aloha Festivals announced yesterday that Bank of Hawaii and American Express have signed on as presenting sponsors of the statewide celebration until 2003.

Before the two companies stepped in, Hawai'i was in risk of losing the Aloha Festivals this year because of a lack of money.

While the festivals receive money from the Hawai'i Tourism Authority, as well as corporate and private donors, much of the necessary financing is generated from merchandise and ribbon sales. According to Gilbert Butson, president of the 2001 Aloha Festivals celebration, sales were not as good the past two years, leaving this year's festival in question.

"Thanks to the generous support of Bank of Hawaii and American Express, we're assured that residents and visitors alike can continue to enjoy festivities," said Butson.

"(Bank of Hawaii) has been working on refocusing on Hawai'i. The Aloha Festivals reach so many people and we thought, 'wouldn't it be a neat opportunity to team up with them?' " said Lori McCarney, executive vice president and director of marketing and communications at Bank of Hawaii.

In addition to a combined donation of $200,000, the companies will be working to promote the Aloha Festivals to their large customer bases by increasing visibility of the event. For example, select branches of Bank of Hawaii will be selling festival ribbons and American Express will be highlighting the event in its annual travel planner, which will be sent to more than 900,000 customers on the West Coast this month.

The partnership will bring positive changes, said Butson. "We'll enhance events — the tentatively scheduled events and the ones we had to do on a less grand scale can now move forward. This year, we can do everything we want to do."

"With leftover funds, we hope to build an endowment (for future festivals)," he said.

First started in 1947 as "Aloha Week," the 55th annual Aloha Festivals, the theme of which is "Ho'ohanohano I Na Holokai," or "Honor the Voyagers," kicks off this year on O'ahu with the Royal Ball on Sept. 8. Festivities continue on O'ahu, Hawai'i, Moloka'i, Lana'i and Kaua'i through the end of October.

The $5 ribbons, which give buyers discounts at participating merchants, go on sale tomorrow at various outlets statewide, including all Aloha Airlines ticket counters, 7-Eleven, Blockbuster Video and Safeway stores.