National soccer games kick-start for tourism

By Katherine Nichols
Advertiser Staff Writer

Thousands of soccer players and enthusiasts will descend on Hawai'i this week for the largest National Games in the history of the American Youth Soccer Organization, providing what experts estimate will be an $8.2 million boost for the Islands' economy and struggling tourism industry.

The tournament comes at a crucial time for the Islands, still struggling to regain strength after the economic downturn since Sept. 11.

And O'ahu businesses, from hotels to sporting-goods stores, are eager to see the economic ripple effects.

"This is incremental business," said David Carey, president and chief executive officer of Outrigger Enterprises Inc., the parent company of Outrigger Hotels & Resorts. "These are people who would not have otherwise come here at this time of the year."

Families traveling as part of the tournament have booked a block of 150 rooms for seven nights at the Waikiki Beach Marriott, according to Paul Toner, Marriott's area director of Pacific island marketing.

And while soccer's budget-conscious families often spend less per person per day than the more affluent visitors whom the state tries to target, hotel operators still are welcoming the additional business.

"This is a great market for the budget and mid-price properties," Carey said.

The Sports Authority in Waikele has prepared for a surge in business by highlighting displays of shin guards and soccer balls.

"Any time there's a tournament in the area, it's always positive," said sales support manager Gary Kitayama.

Kitayama said that when teams practice or compete nearby, they generally stop in for last-minute or overlooked items, but end up also buying additional items such as T-shirts and swimsuits.

Tour bus company Roberts Hawaii is prepared to transport some of the youth teams between hotels and the Waipi'o complex.

Meanwhile, 15 express shuttles are planned from Waikiki to the soccer park for the opening ceremonies Tuesday, according to Jim Cowen, president and general manager of O'ahu Transit Services Inc., the private company contracted by the city to operate TheBus. More could be added, Cowen said, depending on demand.

Soccer officials say a Web site survey of members indicates that other local businesses likely get a boost are lu'au operators and surfboard vendors.

"It's kind of like a mini-convention," said Max Sword, venue chair for the National Games, former state director of the youth soccer association and Outrigger Hotels' vice president for industry affairs.

Bringing the tournament to the Islands included years of lobbying by individuals such as Sword, as well as the completion of the 288-acre Waipi'o Soccer Complex, which opened in September 2000. The complex has 19 full-sized soccer fields and a stadium facility with lights.

The organization's selection committee settled on Honolulu because of the new soccer park and also because of the large number of youths involved in the AYSO here. Estimates are that 23,000 children are members of the AYSO in Hawai'i, the highest proportion in the country.

In addition, the Hawai'i Tourism Authority gave the organization $25,000 in fiscal 2001 for marketing materials to encourage participation in the tournament.

Sword said results were encouraging, with thousands of teams applying for the opportunity to travel to Hawai'i for the tournament. If the soccer complex had more fields, even more teams would have been invited.

While this week's soccer tournament will not be one of the state's largest gatherings — the American Dental Association convention in 1999 brought more than 30,000 people and the Lions Clubs convention in 2000 brought about 35,000 — experts say it represents a significant opportunity for marketing the state for sports tourism.

"One of the things that has really become clear is the importance of events and how events can help stabilize the industry as a whole," said Pearl Imada Iboshi, the state's chief economist.

By the state's estimate, based on visitor satisfaction surveys, 4.5 percent of the nearly 7 million tourists to Hawai'i last year came for sporting events.

But now that Hawai'i has managed to draw dozens of soccer teams and related family and friends, it's essential that the Islands make a good impression.

"You've got to do your homework from top to bottom to make it a success," said Mark Hukill, interim associate dean of the University of Hawai'i's School of Travel Industry Management.

While the experiences of one group won't make or break the sports-tourism industry, Hukill said, each requires specific services and cannot be left to fend for itself the way typical leisure travelers often are.

Hukill said that making sure the attendees have a good experience will be key to building a powerful marketing tool: word-of-mouth publicity when the visitors return home.

And while the city expense of $750,000 a year to maintain the soccer complex has been debated, tourism officials say the infrastructure is worth it to attract big group events like the youth soccer organization tournament.

"It's a push-pull situation," Hukill said. "You don't want to spend the money. But on the other hand, do you need the infrastructure before you get the bookings? I would think there's a strong case to be made for more of it."

The complex already has drawn another major youth soccer tournament scheduled for next year when the United States Youth Soccer will hold its Region IV tournament in Hawai'i. The organization announced last year that the tournament will bring 256 teams from 13 states to Hawai'i for the competition for age groups ranging from under-12 to under-19 in both boys and girls. The tournament is scheduled for June 23-28, 2003.

Outrigger's Carey says the building of infrastructure that entices family-oriented groups to the Islands and is used by residents the remainder of the year is a worthwhile investment with untapped potential.

Carey, a soccer player for 35 years, said he believes that Hawai'i's location and year-round fair weather make it the ideal place to hold such international tournaments and sporting events.

"It's heartwarming to me to actually see this (AYSO tournament) come to fruition," he said.