'Value Pass' offers tourist incentive
| • | Hotels continue to struggle |
By Michele Kayal
and Robbie Dingeman
Advertiser Staff Writers
As visitor arrivals continue to slump more than 30 percent, Hawai'i marketers are launching a program designed to get dollars moving through the economy.
Starting Nov. 1, when visitors check in at their hotel or other accommodation they will receive a "Hawaii Value Pass," a credit card-like piece of plastic that entitles them to discounts and special deals at more than 1,200 retailers, restaurants, attractions and other establishments and activities around the state.
The program, part of an overall marketing effort designed to offset the downward spiral of the state's tourism industry since the terrorist attacks of Sept. 11, will run through Jan. 31 and may be extended through March, according to the Hawai'i Visitors & Convention Bureau's chief executive officer, Tony Vericella.
While the discounts by themselves may not bring more visitors, Vericella said, they are part of an overall effort to present the state as a good value in tough economic times, and to get money circulating to as many merchants and vendors as possible once visitors are here.
"The whole idea is to get people moving about to a lot of different establishments," Vericella said in introducing the program yesterday.
The extent of the discounts and specifics of the special offers were unclear yesterday. Vericella said businesses and other establishments were allowed to design their own offers.
For instance, Aloha Airlines will offer 10 percent off its seven-day island pass, which enables visitors to fly anywhere in the Islands as many times as they want over seven consecutive days, said Aloha spokesman Stu Glauberman. The pass usually sells for $321.
A dozen nonprofit organizations on four islands, including places such as the Honolulu Academy of Arts, Maui's Baily House Museum, and Kaua'i's Grove Farm Homestead, will offer free admission to passholders. The effort is being underwritten by First Hawaiian Bank, Bank of Hawaii, Alexander & Baldwin, Verizon Hawaii, and HEI.
Vericella said potential visitors will be informed about the Value Pass through marketing efforts on the U.S. Mainland and in Japan and Canada. The pass and list of participating vendors will be distributed by the hotels and other lodging establishments.
People who visit and stay with friends can contact the bureau to receive a pass, Vericella said.
Vericella said the bureau expects to give out 1 million of the cards at a cost of $200,000. While brochures and other elements are being produced in Hawai'i, the cards are being produced in California, Vericella said.
Though there is no overall standard for discounts, Carol Pregill, executive director of Retail Merchants of Hawai'i, said members of her organization are offering a range of incentives such as discounts and free gifts with a purchase. She expects the incentives to get people spending money once they are here.
"We're anticipating a lot of activity," Pregill said. "That just sweetens the pot. Everyone loves a discount. That's why Waikele (the retail outlet center) is so popular."
Meanwhile, the mayors of Honolulu, Maui and Kaua'i kicked off an ad campaign designed to enlist Hawai'i residents to reach out to friends, family and business associates who live in other states and countries and encourage them to visit the Islands.
The "Friends in Hawaii" effort will include announcements by the mayors, television commercials and full-page newspaper ads, and handing out free 5-minute calling cards at American Savings Bank. Each mayor appears in the newspaper advertisement for his or her county.
Maui Mayor James "Kimo" Apana and Kaua'i Mayor Maryanne Kusaka joined Honolulu Mayor Jeremy Harris at City Hall on Tuesday to make the announcement. Hawai'i County Mayor Harry Kim sent a representative.
Their message was simple: "Call your friends, call your family."
The effort already has its own Web page at FriendsInHawaii.com, according to Kusaka. She said the public-service page has links to "outstanding Hawai'i values from top travel companies across the state."
The phone cards, worth one five-minute call for free domestic long-distance, can be picked up at American Savings Banks starting Wednesday and are valid until Nov. 12. A second batch of 20,000 cards will be available Nov 7.
Reach Michele Kayal at mkayal@honoluluadvertiser.com. Reach Robbie Dingeman at rdingeman@honoluluadvertiser.com.
