Festivals bring in tourists, money
By Lynda Arakawa
Advertiser Staff Writer
Nine major Hawai'i festivals last year drew 17,200 visitors who contributed more than than $31 million in spending to the state economy, according to a report commissioned by the Hawai'i Tourism Authority.
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The festivals — from the Honolulu Festival to the Maui Film Festival — drew a total of 253,000 people, nearly 129,000 of whom were visitors, said a report by SMS Research.
A study found that the Hawai'i International Film Festival; Maui Film Festival, seen below; and the Hawai'i International Jazz Festival drew 27,425 people. About 14 percent of them were visitors.
An estimated 17,200 visitors came specifically to attend a major festival. The $31.7 million spent by them generated $3.1 million in state tax revenue.
The report evaluated the festivals that received money from the HTA's Major Festivals Program. HTA distributed a total of about $1.1 million to the events last year. The state agency is spending $1.2 million this year to support about a dozen festivals and is trying to boost such activities to offer repeat visitors a variety of things to do here.
The report said tourists attending the festivals last year were more likely to be repeat visitors who had already experienced the usual sightseeing attractions and were seeking different activities.
Highlights from the report:
• Large-scale festivals — including the Honolulu Festival, Pan-Pacific Festival and the Aloha Festivals — drew 122,300 visitors, of which 14,875 came specifically for the event.
Visitor spending generated by major festivals last year: • The Honolulu Festival, $10.7 million • Aloha Festivals, $10.4 million • Pan-Pacific Festival — Matsuri in Hawai'i, $5.5 million • Maui Writers Conference and Retreat, $1.89 million • Maui Film Festival, $1.08 million • Hawai'i's Big Island Festival — A Celebration of Diversity, $1.02 million • Hawai'i International Film Festival, $482,000 • Volcano Party Festival, $465,000 • Hawai'i International Jazz Festival, $102,000
• About 63 percent of the 4,437 people who attended niche market events (the Big Island Festival, the Volcano Party and the Maui Writers Conference and Retreat) were visitors. About 1,555 visitors came specifically for the event.
Top money earners
• Theater events — including the Hawaii International Film Festival, Maui Film Festival, and the Hawaii International Jazz Festival — drew 27,425 people. About 14 percent of them were visitors, with 832 tourists coming specifically for the event.
• More than half of the visitors who attended large-scale festivals and theater festivals were likely to return to the event. About 38 percent of tourists attending festivals that fell under the niche market category were likely to return.
• Large-scale events have a younger audience while those who attend theater events tend to be older. The niche market attracts those primarily between 35 and 54 years old.
The HTA also evaluated 30 of the more than 100 community events that collectively received about $1.4 million last year through the tourism agency's Product Enrichment Program. The events include the Hawaiian Slack Key Guitar Festival, the Fort Street Mall Shave Ice Festival, and Sunset on the Beach events in Wai'anae, Waimanalo and other areas.
The report, also prepared by SMS Research, said those 30 events drew more than 116,000 people, including 25,000 visitors. About 4,900 of them visited Hawai'i to attend those events and contributed an estimated $7.1 million in visitor spending.'
Reach Lynda Arakawa at larakawa@honoluluadvertiser.com or 535-2470.
