Island Voices
Pro Bowl: great deal for Hawai'i

By Kalowena Komeiji, Shari Chang, Chris Kobayashi, David Nakada and Jim Tollefson
Members of the Pro Bowl 'Ohana Committee.

Are we paying too much for the Pro Bowl? That is the burning question this week.

First, the impact of having the Pro Bowl in Hawai'i is far greater than simply hosting the NFL's all-star game for a televised audience. The Pro Bowl brings value to Hawai'i in key areas that the state is constantly striving to enhance.

Perhaps most important, the state has acquired, through this contract with the NFL, a partnership with the world's most recognized sports brand that provides astounding economic benefits each year and tremendous long-term potential for developing this relationship.

The NFL has been a great partner for Hawai'i. Last Friday, several Hawai'i charities were awarded a total of $100,000 by NFL Charities.

Second, the state's contract with the NFL is an attention-grabbing complement to Ha-wai'i's overall marketing efforts. The state needs world-class events to put it at the center of the world's marketing radar.

Consider that the three-hour Pro Bowl telecast, which amounts to an advertisement of Hawai'i's appeal and beauty, is now aired in more than 100 countries. And for the first time, the NFL has secured a film crew from Japan to cover this year's Pro Bowl for broadcast in Japan. How do you put a value on that kind of prime global exposure?

In the two weeks leading up to the Pro Bowl, the NFL contributes mightily to Hawai'i's economy in the production of this annual event. The NFL, by itself, books 1,150 hotel rooms on O'ahu for the week of the game. In addition, the NFL estimates that up to 25,000 visitors come to Hawai'i just for the game.

Hawai'i also benefits from the countless promotional announcements and mentions of the "Pro Bowl in Hawai'i" that occur during the regular season, the playoffs and Super Bowl in both the national and local media in each market throughout the country.

The combination of this and other coverage, spanning up to six months and culminating during Pro Bowl week, is worth far more than the $4.5 million the state will pay to host the Pro Bowl this year.

Finally, some things simply cannot be measured in dollars. The Pro Bowl's presence in Hawai'i is an opportunity for local football fans to experience an NFL game and see their football heroes in person without incurring Mainland travel costs.