Golfers boost Maui recovery

Tourists browse along Front Street in Lahaina. Maui has not suffered as badly as O'ahu in the postiSept. 11 decline in tourism. Hotel occupancy was 66 percent in November, highest in the state. Advertiser library photo • Feb. 23, 1998

By Timothy Hurley
Advertiser Maui County Bureau

LAHAINA, Maui — When the Mercedes Championships wrapped up yesterday, it meant more than a hefty cash prize and fancy car for the winner. Officials estimate the PGA event pumped more than $13 million into Maui's economy.

It's a nice windfall for a community still feeling the impact of the Sept. 11 terrorist attacks.

Marsha Wienert of the Maui Visitors Bureau said the timing of the golf tournament was particularly good considering that Maui hotels had rooms available over the holidays — a first in her seven years as executive director.

"I think people were wanting to be around the family at the holidays and not be away from home,'' said Terryl Vencyl, head of the Maui Hotel Association.

But while occupancy was down, it wasn't expected to be off by much for many properties, and Wienert and Vencyl both said things could be a lot worse.

In fact, Maui's economy is faring significantly better than O'ahu's, according to Leroy Laney, professor of economics and finance at Hawai'i Pacific University and a consultant to First Hawaiian Bank.

"The state remains in recession, but Maui and possibly others are doing better than Honolulu. And depending on how you measure it, Maui may not be in recession," said Laney, who is preparing to give his annual state of the Maui economy speech Thursday before the Maui Chamber of Commerce.

Maui's hotel occupancy in November was 66 percent, compared with 76 percent the year before. But the island's occupancy figures still led the state.

One reason is that Maui doesn't rely as much on Japanese visitors, who have been staying away from the Islands since the attacks. While as many as half of all tourists on O'ahu are Japanese, the figure is only 6 percent on Maui.

Joe Pluta, president of Maui Destination Travel, said his business is "going gangbusters.''

"Maui is much more resilient,'' said Pluta, who works primarily with people traveling on their own, known in the travel business as free and independent travelers, or FITs. "Business is down, but it's the kind of down that everyone else would welcome,'' Pluta said.

Properties are still selling out, he said, but 30 days later than they normally would. But, "sold out is still sold out,'' he said.

Business also is booming at Pacific'O and I'O restaurants in Lahaina after a pathetic couple of months after the attacks, said Stephan Bel-Robert, part owner of the 505 Front St. eateries.

"The holidays were busy and we're loving it,'' Bel-Robert said. "Unless something drastic happens, we're pretty optimistic. Hopefully the worst is over.''

For the Kapalua Resort, Mercedes Championships week meant all its properties — and its businesses that cater to tourists — were overwhelmed. Organizers say they might even exceed last year's record attendance of 28,000.

"We get more ink, more TV, more radio coverage from the Mercedes than from any other event,'' said Gigi Valley of the Kapalua Land Co.

Many of those tourists also gave a boost to the nearby Ka'anapali Resort.

"With a tournament as visible as the Mercedes, we're really pleased to have it on the west side. You can eat in just so many restaurants in Kapalua,'' said Shelley Kekuna, marketing director of the Ka'anapali Beach Resort Association.

Perhaps no one appreciates Maui's big sporting events more than Mayor James "Kimo'' Apana, who points out that sports tourism hasn't suffered a bit since the Sept. 11 attacks. November's Maui Invitational college basketball tournament, for example, was a sellout.

Apana said he wants to upgrade the island's athletic facilities and propose that the county appoint a "sports czar'' to help turn Maui into a major sports tourism destination.