Mark Dunkerley

Although Hawaiian Airlines declared bankruptcy in March 2003, the company has reported 13 consecutive months of operating profits since.

"This year as Hawaiian Airlines marks its 75th anniversary — and a good year for us in business — we've been looking actively for ways to show our gratitude to the people of Hawai'i for supporting us through the thick and thin of these last years," Dunkerley said. The donations will come from Hawaiian Airlines' promotions budget, he said.

Leolani Kini, president of the Aloha Festivals board of directors, was excited and relieved that Hawaiian Airlines stepped in to sponsor the festival.

"We were facing challenging times with our budget," Kini said. The festival's previous presenting sponsors, Bank of Hawaii and American Express, ended their financial commitment in early 2003.

"We've been looking for someone to fill their shoes since then," Kini said.

The Aloha Festivals receives money annually from the Hawai'i Tourism Authority and corporate and private donors, and also raises money through ribbon and merchandise sales. Kini said the statewide festival's operating budget last year was more than $1 million.

The donation from Hawaiian Airlines will consist of $100,000 in cash, $25,000 in travel costs and $50,000 in marketing support each year.

"With their sophisticated marketing resources, that's worth a million dollars to us in itself," Kini said.

In 1998, Hawaiian Airlines saved the struggling King Kamehameha parade and festival with a similar financial commitment, Dunkerley said. Hawaiian Airlines also contributes to the Merrie Monarch Festival, the Honolulu Symphony and other cultural events.

"These organizations and events are among Hawai'i's treasures," Dunkerley said. "To lose them would be to lose part of what makes Hawai'i so unique."

Dunkerley was quick to point out the important role the Aloha Festivals play in bringing visitors to Hawai'i during a traditionally slower time of year — September and October. "It's not just for the kama'aina; it's also an important tourism draw," he said.

Last year the Aloha Festivals generated $10.6 million in visitor spending, and about 127,000 people attended across the state, said Frank Haas, director of marketing at the Hawai'i Tourism Authority.

"We're delighted to see a kama'aina company step up and support an event that celebrates our local culture," Haas said. The Hawai'i Tourism Authority, a state agency responsible for promoting tourism, will contribute $300,000 to the Aloha Festivals this year.

Kini said Aloha Festivals organizers are still seeking sponsors, particularly those who can bring not just financial support, but community services as well.

"We hope this will be a catalyst for bringing other supporters along," Dunkerley said.