Festivals in Hawai'i celebrate or honor an eclectic mix — of places, culture, events and Kona coffee or even Spam.

Each year, the Hawai'i Tourism Authority spends more than $1 million to support some of these festivals. Now, the authority is going a step farther with a partnership that will offer a specialized certification program for organizers of these events.

Festivals and events draw visitors to the state, often through their diversity and cultural links. This is the first time a program like this has been offered in Hawai'i, according to Muriel Anderson, the authority's vice president for product development.

She said HTA has partnered with the International Festivals & Events Association to offer a unique, professional certification program for festival organizers — the Certified Festival and Event Executive. And she said it's the first time that the IFEA has custom-made their program for any state.

For 2007, the state's lead tourism agency has parceled out $1.35 million to support a variety of festivals and events.

The events this year include Koloa Plantation Days Celebration on Kaua'i, film festivals on Maui and O'ahu, the Diamond Head Crater Festival and the Pan-Pacific Festival on O'ahu.

Anderson said the program can assist the festivals in important ways and also improve some image issues for these events.

"People look at perception — they're fun, they're fluff, but it is really a serious business," he said.

At a recent conference at the Hawai'i Convention Center, organizers discussing such a program asked who would be interested. Anderson said 50 people handed their business cards to the man who asked.

"This helps to really increase the level of professionalism in this industry," Anderson said.

"The certification program was created to help support and enhance the events as well as the event professionals throughout Hawai'i who play a critical role in protecting and highlighting the Hawaiian culture as well as other cultures prominent in Hawai'i, enhancing the tourism experience, providing economic benefits for the state, and solidifying the brand image of Hawai'i," said Steve Schmader, president and CEO of the International Festivals & Events Association.

Over a two-year period, 2008-09, during the month of February, sponsors will offer a complete Certified Festival and Event Executive program including the six required core curriculum seminars (three each year) at the Hawai'i Convention Center.

Each seminar will include a full day of professional education in specific areas, led by event professionals.

The program will allow those attending the opportunity to complete all program requirements without leaving the state. There will be a special recognition ceremony for those professionals completing their CFEE certification in 2009. Since its founding, the program has evolved along with the festivals and events planning industry, and new expectations and standards have been established for all those who are involved in the field.

"Professional certification is an important step in the career track of leaders in all industries," Schmader said.

"It enhances professional stature among ones peers, recognizes those who have gone beyond expectations to be the best that they can be, makes a statement to those with whom we do business, provides a leveraged position from which to negotiate and build career success and sets higher standards for our industry."

Reach Robbie Dingeman at rdingeman@honoluluadvertiser.com.