The spinmeisters reinvent Hawai'i

Advertiser Staff

Hawai'i's fun-in-the-sun image has brought the Islands billions of dollars in revenues from tourists around the globe. But that same reputation has worked against efforts to position the state as a serious place to do business. Over the years, a number of campaigns have been launched to adjust perceptions, both inside and outside the state.

1. Thumbs Up (1995)

The $1.3 million, privately financed Thumbs Up, Hawaii campaign was launched by local executives four years into a statewide economic slump with the aim of accentuating positive economic news and encouraging local spending. The enterprise was widely criticized as being both ineffective and inappropriate.

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2. Recharge the economy (1997)

The 26-member Economic Revitalization Task Force, formed by Gov. Ben Cayetano and top legislators, released a sweeping set of recommendations as a way to breathe life into Hawai'i's economy. But their proposals were lambasted by the public and rejected or diluted by legislators.

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3. The gathering place (1998)

The $350 million Hawai'i Convention Center opened in June 1998 after years of controversy about its location, design, cost and benefits to the state. With competition for convention business growing internationally, the center has had to fight hard to win customers. But bookings are up this year over 2001, and officials say they hope for continued improvement.

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4. We're in the Pacific Basin (2000)

The first meeting in Honolulu of the Pacific Basin Economic Council, which drew international business executives including the U.N. assistant secretary-general, Dr. Nay Htun, was viewed by state officials as a model for the high-profile gatherings the state would like to attract. But although PBEC had planned to return to Honolulu in 2002 and 2003, the organization now plans to hold those meetings in Asia.

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5. We're part of Asia, too (2001)

The Asian Development Bank held its annual meeting in Honolulu last year, and state officials hailed it as another important step toward making Hawai'i a center of international business. The meeting attracted 2,000 participants, including ADB Secretary Bindu N. Lohani, but fewer than the 3,000 expected.

6. Getting down to business (2002)

The new Business in Hawaii campaign, developed jointly by the business community and the state Department of Business, Economic Development & Tourism, aims to show residents and, later, the world the benefits of and success possible from doing business in Hawai'i.