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The Honolulu Advertiser
Posted on: Monday, March 14, 2005

Leadership Corner: Peter Apo

Interviewed by Catherine E. Toth
Advertiser Staff Writer

Name: Peter Apo

Age: 66

Title: Director

Organization: Native Hawaiian Hospitality Association

High school: Mid-Pacific Institute

College: Studied psychology at the University of Oregon; didn't graduate.

Breakthrough job: Director of the city's Office of Waikiki Development. "It changed my life," Apo said.

Little-known fact: Apo left college to become a professional musician in a folk band called the Travelers 3. The band cut four albums and toured the country. After that, Apo served as road manager for a national promoter, touring acts such as Kenny Rogers and The Eagles. He's still involved in music, running his own record company, Mamo Records, and playing music in his spare time. "I've lived three or four different lives," he said, smiling.

Major challenge: Achieving financial stability for the association

Book recently read: "Managing With Aloha: Bringing Hawaii's Universal Values to the Art of Business," by Rosa Say

Hobbies: Playing music, working out, bodyboarding, traveling. "I could live in Italy," Apo said.

Mentors: The late Dr. George Kanahele and Kenneth Brown, founders of the Native Hawaiian Tourism and Hospitality Association. "They had vision," Apo said. "They practiced what they preached. They were committed to Hawaiian values. What we do (here) is about that. Hawaiian values are fundamental to everything we do."

Q. You have been a Hawaiian activist, a neighborhood board member, a trustee for the Office of Hawaiian Affairs and a state legislator. How did you move from the political arena to tourism?

A. In 1994, I went to work for Mayor (Jeremy) Harris as director of culture and arts. Then in 1996, the governor (Ben Cayetano) stole me away. He actually took me behind a bush and whispered, 'You gotta come work for me.' I still think about that. I was special assistant for Hawaiian affairs for two years. Then I retired from the state. My wife and I were in Italy, having a great time, and the mayor (Harris) called because the city was starting a $35 million project in Waikiki and he needed a director of Waikiki development. So he asked if I were interested, and I said yes. That's what got me started on tourism, and I was fascinated by it.

One of the founders of this organization, George Kanahele, was working on a program to restore Hawaiian-ness to Waikiki. So I got to know him really well, and I was really inspired by his vision, not just about Waikiki but about tourism in general, how Hawaiians needed a seat at the table. So I've made that my life's mission.

Q. Do you prefer working in this industry?

A. I feel I've never done anything in my life that I've enjoyed as much or felt that what we're doing really has a higher purpose. And it's not just about Hawaiians. It's about trying to shift the paradigm on the business model of the art of welcoming strangers ... So it's continuing the need to practice some political savvy. Advocating paradigm shifts isn't easy. So we try to connect the culture to the bottom line and do it in a way that brings dignity. And we're trying to open up opportunities for our people to access the market.

Q. What do you find so fascinating about your role with the organization?

A. One of the most interesting things that we do is we meet head-on this love-hate relationship that local people have with tourism. We talk about that openly both to them and the industry. And our explanation is that the concept of welcoming strangers is a proud tradition; it's a Hawaiian tradition. If you don't like the business model for how it's being acted out, then you gotta help us change it.

Some buy in and some don't. There are some principles we try to bring to the table on what this new ho'okipa model will look like. And all of it really is centered on a concept that George Kanahele developed, which is that the model has to not only benefit the industry, but it has to benefit the place and the people. You have to have a triple bottom line. And if you do that, what will happen is you will create a much more sustainable model, you'll have a happy host and the sense of place and traditions and customs will be perpetuated as part of the visitor experience.

But it's not just for the visitors; it's for the local people, too. You know what's ironic? Local people want the same thing tourists want.

Q. How do you feel about the oft-disputed improvements to Waikiki?

A. I think the city has brought new life into that whole district. You know, there was no investment in Waikiki for years until Mayor Harris, against great odds, decided to pump the first $50 million into Kuhio Beach. And that's what triggered a renewed sense of confidence in the destination and its future, and it triggered the private sector interest.

Q. Where are you in your plans to launch a comprehensive Web-based database that will store information about the Hawaiian culture and provide a way for people, both tourists and residents, to access experts or find out about events?

A. We have a business model and a reserve site already. We're now talking with HTA (Hawai'i Tourism Authority) about some significant funding to move to the next step. We have five content categories that we've developed ... The money received to develop this database, we hope, will come from the visitor industry. But the target of the database is not visitor-centered. The assumption is if you do stuff for local people, visitors will like it, too.

Q. What do you find rewarding about your job?

A. It allows me to express my Hawaiian-ness. It gives me the opportunity to mix with some of the greatest minds. I get connected to other Hawaiians, and that's really important to me ... I feel really alive.