HomeMy WebLinkAboutMainstreet Pahoa Marketing & Business Plan 1997PAHOA VILLAGE PARK
MARKETING AND BUSINESS PLAN
submitted to
The Department of Business, Economic Development and Tourism
Community Based Economic Development Program
State of Hawau
by the
Mainstreet Pahoa Association, Inc.
P.O. Box 1189
Pahoa, Hawaii 95778
DATE: December, 1997
6
Special Acknowledgements
Special acknowledgement is owed to those who have been instrumental in the development
of a Pahoa Village Park concept which has made this report possible, including the State
Department of Business and Economic Development's Community Based Economic
Development program, Mayor Stephen Yamashiro of the County of Hawaii, Councilman Al
Smith of the Hawaii County Council, the Mainstreet Pahoa Association's officers, board of
directors and members, and the various merchants, landowners, and businesses of Pahoa
Village town.
Special mention must be made to Mr. George Salazar and Mr. Jack Fujio who both grew
up in Pahoa town when it was early sugar plantation community and who helped with
identification of many of the earlier sites of local businesses, plantation worker housing, old
railroad tracks, and other areas of local activity.
1 r
rt
TABLE OF CONTENTS
AAPPENDICES
I. House Concurrent Resolution 174, 1994 Regular 5 • • •
�• officers an � Session of the Hawaii Stare Legislature
d Members of the Mainstreet Pahoa Association
III. Background of the Puna District, -County of Hawaii
IV. The Pahoa Village all General Plan 1987
ag e p k concept and the County General Plan Goals, Policies
Standards The County CDBG application for property acquisition
V1. Pr oposed Site Plans
9
1
page
Executive Summary ...... ...............................
I.
Introduction
........ ............................... ................
3
II.
Background
........ ...............................
III.
Project Proposal and Design
IV.
Land acquisition
...........................
V.
Project Business Plan ......................
VI.
Project Marketing Plan
..............
AAPPENDICES
I. House Concurrent Resolution 174, 1994 Regular 5 • • •
�• officers an � Session of the Hawaii Stare Legislature
d Members of the Mainstreet Pahoa Association
III. Background of the Puna District, -County of Hawaii
IV. The Pahoa Village all General Plan 1987
ag e p k concept and the County General Plan Goals, Policies
Standards The County CDBG application for property acquisition
V1. Pr oposed Site Plans
9
1
PAHOA VILLAGE PARK BUSINESS AND MARKETING PLAN
EXECUTIVE SUMMARY
The purpose of this report is to provide a business and marketing plan for a proposed
b Farmer's Market and Visitor Center at the Pahoa Village Park in the town of Pahoa located n t
ihe
district of Puna on the island of Hawaii. This report is funded be State Department of Business,
y the
Economic Development and Tourism (DBEDT) through a Community Based Economic Development
(CBED) grant to the Mainstreet Pahoa Association (MSPA) Inc.
Pahoa Village is a small, historic commercial center Serving a Population of more than 9,000
residents in the Lower Puna district on the island of Hawaii. It started out as a logging operation
the turn of the century, and then became one of the 9 g p +an at
e mafor processing centers for large scale sugar
Production all along the windward coast of the island. •
sugar Indust in 1ggp: • . However, with the demise of Puna's district's
industry s, the towns economic activity dramatically declined.
The loss of Kaimu's Black Sand beach, Puna's famous visitor •
from the island's ongoing olcanic activity v +s�tor attraction, to recent lava flows
economic ' actsystY along its southern flank has further contribut
omic decline of this rural towns business base. At the d to the
as a whole continue to increase a same time, visitor numbers to the island
attractions , offering opportunities to build upon existing ocal historic '
actions to also increase visitor numbers through P 9 or +c sites and
g shoe village.
This marketing and business plan is an effort in that •
between the Mainstreet Pahoa direction, and is based on a partnership
oa Program and Mayor Steve Yamashiro of the County
restore Pahoa's attractiveness as a visitor stop ty of Hawaii, to both
establishment of a " ' p nd meet community needs at the same time. The
village commonsa or village square concept is seen '
both civic and economic goals b improving P as a viable way of advancing
Y P - +ng center -af -town amenities. A privately owned q-�acr
parcel is the proposed site for such a facility, It is located e
Operated recreational and • Y adjacent to a present cluster of county.
social facilities such as the community enter complex,
station, swimming pool, and ball park. This r y p ex, the Pahoa fire
County of Hawaii t parcel +s currently under review for acquisition b the
o be developed as a village park. Y
The business plan is premised on the acquisition •
subsequent development of of this parcel by the County, and the
b P public amenities by the county including estrooms an •
both county bus service and tour bus sto s. g d a bus station for
further b proposing P The business plan takes this infrastructure s step
Y P p g that MSPA be responsible for the establishment visitor P
a historic exhibit area, and a Farmer's of a v +s +tor information center,
Market for residents and visitors as part of the new
park area.
At present, an informal once -a -week farmer's m •
a • • market operates +n Pahoa Village on a Section
of land prone to flooding and utilizing temporary structures. It is operated b
organization and the organization is agreeable to P Y a private, nonprofit
County to achieve an i 9 having MSPA be the master contractor with the
improved vending area that is integrated with the ark site b
far P us station. It would
constitute a regular vending area for local crafts a industries the , Produce and products, flowers, recycled goods
g es for a clientele of local residents and visitors. '
and other cottage the county.
The marketing plan is designed to romot Pahoa Village as a rest P e features of the Puna District as attractions and of
stop to tour bus businesses, visitor information out! •
discount packages for Pahoa village merchants ets, and coordinate
of attractions including g ants and food service businesses. There are a numb
c uding the lava flow at Kaimu but there are very few number
food service other than at Pahoa Villa rye Public re and almost no
more business to 9e• The plan will build on the village park concept to
o Pahoa village and creating enough revenue to P attract
of Pahoa Town and the lower Puna sustain the character and local history
area.
kA
PAHDA VILLAGE PARIS BUSINESS AND MARKETING PLAN
I. Introduction
The ose u of this report is to provide a business and marketing plan for a proposed
P rP re P
Farmer's Market and Visitor Center to be located at the Pahoa Village Park 'n the town
of Pahoa located in the district of Puna on the island of Hawaii. This report is funded by
the State Department of Business, Economic Development and Tourism (DBEDT) through
a Community Based Economic Development (CBED) grant to the Mainstreet Pahoa
Association (MSPA) Inc. .
The Vi11a a of Pahoa
Pahoa "village" is a 2.3 sq. mi. enclave of residential, commercial, public services and
historic sites located in the heart of the lower Puna District. The village is geographically
defined by a - segment ment of what was once Highway 130, now known simply as "Pahoa
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Road ". Highway 130 now wraps around Pahoa town as a by -pass section, leaving a length
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of "main street" through Pahoa town of approximately 3 miles long. At one time, almost the
entire length of this 3 -mile stretch was filled with small grocery stores, general stores, barber
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shops, pool halls, theaters, soda water works and tofu factories.
The econom lantation also contributed stables, a plantation dispensary, 3 bakeries,
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2 meat markets and a hotel to the town's commercial activity. With the demise of sugar
production in the 1970's, the last sugar mill in Puna closed its doors in 1954. This stretch
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of commercial activities shrank over the years, compounded by a drop in visitors when the
Kaimu black sand beach was overrun by recent lava flows.
Pahoa is located 24 miles south of the Hilo Airport, 16 miles from Keaau, and is the
economic and social hub for residents living in Lower Puna's 23 subdivisions, some known
to be the largest in the United States. Many of these subdivisions were adopted in the early
1950's rior to the County's comprehensive zoning code was adopted, and are therefore
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lackin g in county infrastructure. These areas have recently in- filled rapidly in recent years
due to its affordabili ty m and as Puna has become a bedroom community with Hilo and other
parts of the island as employment centers.
Built in 1909 at a railway crossing, Pahoa town was once a rugged "sawmill"
settlement in the late 1800's. It then became a "sugar" town with the advent of large scale
p
sugar production that affected hundreds of small settlements up and down the eastern
g coastline of the big island. Its rich history can be found in its old style storefront
architecture. The "Akebono Theater" is approximately 78 years old and is the oldest
operating theater in the State. The Pahoa Variety Building was constructed in 1932, and
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the Bamboo House was constructed in 1918. Some of the last remaining wooden sidewalks
in the State can be found in front of buildings along Pahoa's main street. The present
3
Pahoa Natural Groceries once served
as the Pahoa Post Office from 1945 to 19
• 65. ether
historic resources include: Sacred Heart Catholic Church; the Pahoa •
Association (YEA) � oa Young Buddhist
Hall, and the ancient Hawaiian
Kaohe /Puna forest trail.
There are numerous commercial and fa '
. anily owned operations involved in coffee,
exotic fruit, flower and foliage, and macadamia
g a nut orchards. Many farms and nurseries are still recovering from papaya and anthuri um diseases which negativel
affected t
reputation of being he leading y he region s
g g exporter of papayas and the anthurium Capitol "
The only geothermal level ... P of the world".
g development in Hawaii is located 5 miles s
providing ver 25 ouch of Pahoa town,
8 megawatts of energy to Bag Island residents.
Pahoa Village is home to 1027 reside •
. � residents, and serves an estimated 9,300 people wh
reside in Lower Puna. It as art of the Puna P P °
P na District, one of the fastest growing districts '
the State with over 40% of this growth g g lets an
g wth taking place in Lower Puna. The aver '
and the district accounts for 17.3% of the ge age as 35
e total Big Island population. The district also
ent rate and n has
the highest unemployment umber of participating families on welfare
' an the State.
Over 15.7% of Pahoa residents live below the poverty level. In 1990 the median
income for the Pahoa c i lain household
community is $21,705 per year, compared to $29 712 ..
County. P far Hawaii
Many native Hawaiians have maintained •
awned their family residence an Lower Puna
� en for
hundreds of years, along with generations of Filipino and Japanese immigrants w
in Pahoa working n the lumber 8 who started
g ber and sugar industries. Pahoa villa
of 44.5 ersons s density village presently has a density
er
P p q. mule, compared to the overall district's d
square mile. of 41.E persons per
(Resources: 1989 County of Hawaii General Pla the 1979 Puna Community Develo r7rent Plan Coun
Hawaii), the 1993 P n Co»xjnirni De��elo anent Plan • • , { ty of
the 197.3 P l ;aa ill (Count► of Hawai ), and the County of Hawaii 1995 Dcrt
e U an Desi r Plan (County of Hawaii), and the Mainstreet P
1994 -ZO�o Pahoa Strcxte ' plan
The District of Puna
Commercial activity n the Puna � .
tY distract primarily consists of small •
which serve agricultural • • y l rural enterprises
g al communities. Commercial activity
communities of Keaau ty is mainly located in the
and Pahoa. The extend of commercial
development at these
locations consist of a
shopping center at Keaau and at P
� whoa, grocery and genera].
merchandise stores, a service station, miscellaneous retail shops an '
P d at feast 10 different
retain food establishments and restaurants within a 2 block area ••
Plan, 1987. [County of Hawaii General
IP
The judicial district of Puna is part of the County of Hawaii and is one of nine (9)
judicial districts on the island of Hawaii. It is located in the southeast sector of the island
and is the third largest district in land area. According to the Puna Community
Development Plan Puna' s P o P ulation has been growing very rapidly since 1970, almost
doublin g eve ten ears from 5,000 to almost 12,000 between 1970 and 1980, to over 20,781
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in 1990. Puna' s census count increased 128% between 1970 and 1980, and another 87.8%
between 1980 to 1990. Between 1980 and 1990, the district registered a 77% growth, the
largest in the County and the State.
resident population land area sa "mi. persons per sg.mi.
Puna 209781 499.5 41.6
North Kona 229284 489.0 45.6
South Hilo 44,639 395.4 113.2
County of Hawaii Data Book 1995
Short Term Pop ulation prgiections for the year 2.00.5
District of Puna Low Medium High
Puna Communit Develo ment Plan
Oct 1995, County of Hawaii 34326 50,943 659694
Countv of Hawaii General Plan, 1989 39, ?90 499910 599340
Resources: 1989 County of Hawaii General Plan the 1979 Perna Cornmtrnity Dei�eloPmer�t Plan (County of
Hawaii), the 1993 Puna CommuniU Develo rnent Plan, (County of Hawaii), and the County of Hawaii 1995 Data
Boa the 1973 Pahoa V1Ila a Urban Desi t Plan (Coultty of Hawaii), and the Mainstreet Pahoa Strate 'c Plant
1994-2000
6i
U. Background
V
Village Park Concept
The concept of a "Village ark" or "center" was es •
. P established as an Mainstreet Pahoa
Association priority through 'its strategic planning p r ocess conducted in 1994. The "center"
of town is considered to be the area around
the present Akebono Theater, although • t has
not always been at that area in the ,� � g
past. It has evolved to this particular old section" a
town on the 2 -mile road
d through the village, partly because this area '
characterized y ea continues to be
by the only existing cluster of old re -mid century
buildings ho P n�rY 2 -story wood frame
• g using a small but tightly put together critical mass of '
establishments. small business
The Mainstreet Pahoa Association (MSPA) offi . office is located �n this area and is
nonprofit 501(c)(3) corporation established in F • a
February of 199. when Mainstreet Pahoa
was formed, the assets and membership base of the •
• p e 11 -year old Pahoa Business Association
were merged into MSPA which was organized to enable
.. g ble Pahoa village merchants to
participate in the National Mainstreet Program,
MSPA was accepted into the State network f •
appropriate o programs �n 1992 and received funding
pp pr7ate to its status as a seedling town." Funding as applied
and program d g PP towards organizational
P gr development, economic restructuring and the hi .
Village. In , g �� stork restoration of the Pahoa
g 1993, MSPA was elevated to associate status. . .
• s. with the increase 1n funding, it
was able to sponsor five major community ... g
. ] ty program activities and establish an office
presence on the main street in space shared with the Puna .
Outdoor Circle. The Pahoa High
School Parent Teacher and Student Association
anon assisted through a work study student for
part time receptionist and clerical trainin .
g
However, in 1995, because of budget co .
ro g constraints, state funding to all Main Street
programs were cut. Since then, MSPA has operated on dues fundraising '
rne1n P , fundraus�ng and its volunteer
membership base. MSP members have been •
.. , working together on community development
activities for the past 15 ears and have the • P
Y e organ�atYonal capacity including technical and
managerial skills to complete the g
p e development of the Pahoa Village Park.
g
As part of its mission, MSPA was created •
. to establish and maintain Pahoa Village
as the social, cultural and commercial center �
of lower Puna District. Its primary passion is
to enhance the economic vitality rY
• . , ty and the quality of life of the community. MSPA
established five priorities: • ty A has
P es: economic development; historic reservation• environmental
public safe P � nmental
protection;
eq P safety; and family and youth recreation.
In 1994, MSPA developed a Mainstreet P '
,P ahoa Strate is Plan 1994 -2000 thrau h town
meetings, roundtable discussions, a merchant � . • t� � .
ant survey and a design checklist to help identify
strengths and areas in nee �
d of improvement. out of this came agreements g ents on such needs
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as a town center, im roved parking, publicity for local restaurants, and projects to improve
P P gP
the appearance of streets and shops. Long range goals were established through this
PP P
document, which include:
� Goal #1 Create a Pahoa Village Park
Goal #2 Improve overall appearance of Pahoa Village
Goal #3 Prepare Design Guidelines
Goal #4 Explore Historic Status for Pahoa Village
Goal #5 Support Economic Development in Pahoa /Puna District
Goal #6 Support Public Safety
Goal #7 Create a Committee to develop trails /greenways
Goal #8 Support a Community Swim /Sports Complex
Site Availabili
A vacant PP
arcel of approximately 4 acres is located behind the Akebono Theater,
P
with access to both the main street that runs through the town and a side street (Kapehe
Street). The parcel (TMK (3) 1- 5- 002:024) is owned by AmFac /JMB Inc., a former sugar
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and land company now owned by JMB Inc, in Chicago, Illinois. It straddles both the main
street of Pahoa road and Ka P ehe St. The corner portion of the area is occupied by the
Youn g Buddhist Association (YBA) meeting Hall and is owned by the YBA.
Le islativ Action
In 1994, House Concurrent Resolution No. 174 was introduced at the Hawaii State
Legislature in 1994, "Requesting the Department of Land and Natural Resources to acquire
g q .g .. •
throw land exchange, lands in Pahoa, Hawaii, for community uses. (see Appendix I ). It
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was introduced by P State Representative Robert Herkes, the elected state representative for
the Puna District. It refers to the following:
. the need for adequate community space for recreational, community gatherings and
general social interaction
. the scarcity of land devoted to neighborhood or community purposes through out
the State
. the need to examine all opportunities to dedicate and reserve more suitable lands
to meet these fundamental uses.
. the value of strategically developed common areas in neighborhoods enable
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community members to establish their own special sense of the neighborhood by
encouraging co mmunity in residents to become involved in commuty problems, issues, and
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A
cultural affairs.
. the lack of available public lands for the Pahoa communi • •
ty on the island of Hawaii
to develop facilities for community and recreational use an
� tY d notes that one piece of
property which is currently owned privately by / AMFAC JMB Hawaii
Inc. (TMK (3) 1 -5 -002•
.024 }, may provide lands high) suitable for the development
. Y pment of such a
community center which currently supports various commercial uses.
Because of its strategic location in the neighborhood, th
. g e State was encouraged to
undertake all actions necessary to secure and reserve '
. �`Y p this parcel of land for community
uses in Pahoa, and requests the State �
q Department of Land and Natural Resources to enter
into negotiations with AMFAC /JMB Hawaii Inc., to negotiate a value f
the Ian identified , g or land exchange for
lands as in the Resolution. The Resolution was
amended to address the issue
of ceded lands in any future land exchange, an
g , d was adopted by both Houses.
Over the following two years, an agreement coin
. gn' d not be reached that was
satisfactory to both the State and the landowner •
to carry out the ob�ect�ves of this
Resolution. MSPA initiated discussions with the •
e Mayor of the County of Hawaxl, Steven
Yamashiro regarding possible county g overnmen t options, such as condemnation r
oceedi
n
s
utilizing fair market or com parable market value for the public purpose of a community P ark complex.
While the Mayor and District Councilman was supportive of the idea, a business and
marketing plan or proposal was felt to be a necessary
cessary fast step for any land acquisition
option if for the purpose of a villa q
P village park complex. MSPA then successful) applied to
State Department f Y PP the
• p o Business, Economic Development and Tourism's
P community based
economic development (CBED) program to fund the preparation of such documents. In the
meantime, the County of Hawaii prepared a Small Cities
P Community Development Block
Grant proposal to cover the cost of land acquisition
for the parcel.
-Countv of HawaiL-1997-Communitv Development Block Grant a locati
on.
The Small Cities Community Development ty p t Block Grant (CDBG) ro ram was
applied to by the County ffice of Development P g
tY Housing and Community for $300,000 ac uisitxon and $100,000 for
q, for completion of a Site improvement •
p ement Design, completion of an
environmental assessment, planning, design � S rubbin g, and on- and off-site i
mprovements, for
a total of $400,000. These funds were requested f o r acquisition the proposed
of 180,532
sq. ft. parcel, TMK: (3)1-5-02:24, resent) "parking presently known as the Akebono Theater arkin lot".
The parcel is made u of 4 sections P g
"� p ns and extends beyond that portion known and used as th
Akebono Theater parkin lot" and around e
g d the back of the Akebono Theater, rejoining
Pahoa Road at the Chevron Service S � g
Station. This section fronting the main road at the
Chevron Service Station has been sold. The
e present parcel ends behind the last building
fronting Pahoa Road, next to the Chevron Service Station.
The application cites the purpose of the land acquisition to be for the future
PP P �
construction of a gymnasium/ multi-purpose room facility, to be funded in future applications
gym I P
for CDBG funds. Upon acquisition of the site, the County is proposing to use CDBG funds
P q radio , desi n,
for the planning, g grading lannin and on and off site infrastructure improvements for the
multipurpose ose facility.
P
At the resent time, an environmental assessment is being conducted for the parcel,
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which will include a public informational meeting. Once this is completed, and there is a
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negative finding of the parcel, the county can proceed with acquisition and development
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Tans for the parcel. The County Parks . and Recreation Department (P&R) has been the
lead agency with the Housing Agency in 'initiating and implementing this CDBG funded
g cY g g
project. PP .
"ect. It is opportune that MSPA is also working on a business and marketing plan, which
will include a site configuration from this perspective for future discussion, as part of the
concurrence of activities directed toward the improvement and upgrading of Pahoa Village
for the benefit of its residents and visitors alike.
Clearly at this time, the most important role that MSPA and the village park concept
can play is to support and help expedite the acquisition process. The P &R Department has
prepared working site plan which simply notes what types of features might be part
P a rough g g
4V of the parcel's development into a public recreational area.
Resources: 1996 MSPA grant application to CBEA State of Hawaii; Mainstreet Pahoa Strategic Plan 1994- ,2
MSPA 1994; House Concurrent Resolution
rid
fol
III. Project Proposal and Design
g
The village park, farmers market and visitor information center is intended to
enhance existing recreational, commercial and c facilities •
ommuruty in Pahoa Village to
better serve the larger population of Lower Puna. It would serve as a needed bus stop or
residents for the noun bus service as well P
County as provide a children's play area and restrooms.
Most importantly, �t would clean y
an up what now an abandoned lot, overgrown and u
giving an appearance of g unsightly,
g pp neglect and physical deterioration to downtown P
ahoa.
The park would also house the Wahaula Exhibit and other restored features and sites
of local interest in the designated park are a, and t hereby serve as a passive visitor attracti
on.
Clean, accessible restrooms and interpretive history story sites are generally unavailable • �n the
lower Puna district, diminishing its attraction ' •
. g as a place to visit. The restrooms at the
I�a�mu Beach drive-in restaurant were the only '
y accessible restrooms along the coastal area
for tour buses and independent visitors.
One of the proposed interpretive site features w • •
would be the Waha uia visitor center
display which was removed from the Volcanoes National Park in 1990 when lava flows from
the current ongoing eruption at Pu'u o vent •
.. P. threatened to cover the Waha u1a he�au and
visitor center with its exhibits and displays. The exhibit belongs
Service gs to the U.S. US National Park
and was to be on loan to MSPA for display y in P ahoa.
The area is already an existing county community complex consisting of a community
center where classes, meetings, workshops, and other similar activities take place. The
parcel is across the street from the recently opened community swimming pool. There is
a baseball field situated on an elevated knoll adjacent to the community center and
swimming pool. The 24 hour Pahoa Fire Station forms the fourth corner of this complex,
located between the community center and the swimming pool.
The village park would be located across the .
street and contain a bus station complex
modeled after the Mooheau Bus Station in Hilo, P
o where an open -sided pavilion-like structure
is used with restrooms on one end and a olive substation •
p bstation in the other end of the building.
The historic and cultural character of the
e are interpretive g
a will be preserved through
information displays and take-away ater`
y ials describing what that area of Pahoa town used
to look like, including:
. information on the several lantation Park area
P worker camp areas that once occupied the
. the site of an old sumo tin which saw re •
' g regularly scheduled Japanese wrestling bouts
for camp worker entertainment g
. photos and stories of the original Pahoa lumber r ll dati ng ng from 1909
10
. a restored railway turn around platform of the original railway system that took logs
and sugar from Pahoa to Hilo Harbor for transhipment to Honolulu and returning
with supplies, mail and other goods for the plantations on its return trip from the
piers of downtown of Hilo.
. the story of Hawaii born Yokozuna Akebono's visit to the Theater bearing his name
in 1993.
The Park area would include a large, lighted parking lot which could adequately
accommodate maneuvers and parking for tour buses, a covered bus -stop for the County's
Hele on bus service, and ample parking stalls for the public and for visitors. Public parking
in Pahoa town itself is limited to a few curb -side spaces on the main thoroughfare, and a
dirt and gravel parking area that fronts the Akebono Theater which has large pot holes and
floods in rainy weather. There would be a public, handicap accessible rest room facility, and
a children's playground with large open grassy areas for children and families to enjoy.
Currently there is no adequate space for maneuvering and parking tour buses or to
accommodate the County's Hele on daily public bus service. The only public rest room is
at the Community existing Center located across the street from the Village Park parcel,
almost a 2 block distance from the main street. Restrooms at the Village Park would be
larger, much more centrally located, visible and accessible.
OD The parcel is presently overgrown with weeds and exotic trees. There is a small ditch
run off which runs diagonally through the back of the property. The parcel begins at the
present Akebono Theater parking lot, which fronts the main thoroughfare through the town,
and then wraps around the back of the store front buildings which face the main street. It
was at one time the site of plantation camp worker housing, but with the closure of the Puna
Sugar Company, the parcel has become overgrown. Behind this parcel is a series of 2 story
wood constructed apartment buildings which were originally a county funded housing project
for sugar workers and is now an elderly housing project.
It is difficult to see what commercial value the parcel would have for its landowner
in this time of economic downsizing, lack of economic growth and diminishing visitor
interest in Pahoa and the surrounding area since the destruction of the main visitor
attraction, the black sand beach at Kaimu, by recent lava flows. Prior to its being covered
by lava, Kaimu beach was noted for its numerous visitors and use by local residents, and was
often featured in many travel posters depicting Hawaii and the big island.
The Pahoa Village park would be more like a neighborhood park, located within a
larger community center or park. Neighborhood parks are defined under the County of
Hawaii General Plan as a places which:
provide open space in urbanizing areas for the general aesthetic enjoyment of the
outdoors, play areas for young children, and a social gathering place for the
11
f,
neighborhood. It is usually up to 4 acres within the
• • •center of the neighborhood and
preferably adjacent to a school. Its minimum facilities include restrooms; drinking
water; parkkeeper's storage; walking and jo gg in g p aths (bik e and skating paths ),
courts for basketball, volleyball and tennis; ballfields for
tetherball, baseball /softball
and soccer; play area and equipment for oun
y g children; and an adequate and
defined parking area.
The main features of the proposed village • • •
P P g park which fit into the above definition are:
• open space in urbanizing areas for the eneral aesthetic
g enjoyment of the outdoors
• play areas for young children
• a social gathering place for the neighborhood
• up to 4 acres
• walking and jogging paths
• play area and equipment for oun children
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• adequately defined parkin g area
The community park definition under the County's General Plan includes:
. a community recreation area serving 1 mile radius us in urban areas and entire
community in rural areas to provide active and assive activities
es
. between 4 and 8 acres, within the center
ter of the community or several
neighborhoods
. Facilities include recreation building with •
g th multi- purpose room, office, storage,
restrooms, and parkkee er's room; swimming g '
P � sung pool; gymnasium; courts for basketball
volleyball and tennis; ballfields for softball '
/baseball, Soccer, football; la area and
equipment for young children; play
• Y g , walking and dogging paths; picnic and passive •
night light and adequate P P area,
g g quate defined parking areaf
Of these features, the village ark proposal g P p posal would include
• serve the area within a 1 mile radius as well as the
e larger community
. walking and dogging paths
. play area and equipment for oun children
y g
. night lights
. adequately defined parkin area
. • g
• picnic and passive area
• restrooms
12
Iv. Land Acquisition
As described earlier, the parcel under consideration for the Pahoa village Park is
privately owned b AMFAC JMB, Inc., and has been the subject of various community led
P y y 1
and supported options, starting with attempts to secure a state land exchange (HCR 147,
PP P
1994 State Legislature) and currently with a county initiated CDBG grant application for
$400,000 to cover the cost of acquisition for a multipurpose community facility at the site.
Cunt
of Hawaii 1997 Communi1y Development Block Grant application for
ac uisition of Pahoa Site for Multi-Purpose Facili The Small Cities Community
Development Block Grant (CDBG} program was applied to by the County Office of
P ...
Housing nd Community Development for $300,000 for acquisition and $ 100,000 for
g tY
completion of Site improvement Resign, completion of an environmental assessment,
desi n grubbing, and on- and off -site improvements, for a total of $400,000. The
planning, g g g
Coun ty requested these funds for a proposed acquisition of 180,532 sq. ft. parcel, TMK:
q ...
(3)1-5-02:24, p y presently known as the Akebono Theater parking lot. The acquisition is for
the future construction of a gymnasium/multi-purpose room facility to be constructed with
CDBG funds through a future application of CDBG funds.
Upon acquisition of the site, the County is proposing to use CDBG funds for the planning,
desi gn grading radin and on and off site infrastructure improvements for the multipurpose facility.
The site is P resently owned by A mac Property Development Corp., whose mailing address
is P.O. Box 3140, Honolulu HI 96820. The 1995 real property assessed value is $327,700.
The real property tax is $346.80. The parcel is presently a parking lot.
Accordin g to the grant, the Center will service a general population of 20,781 over a general
land area of 696.91 s . km. and the County Dept of Parks and Recreation would be
responsible for the operation and maintenance of the multi- purpose community facility. A
P P
section of the parcel would be leased by the county to the MSP association for the purpose
of maintaining proposed on site vendor spaces.
"A gymnasium/ multipurpose room facility is being recommended for the site since
gY� �
the community presently uses the Pahoa School gymnasium, and since the facility
yP
belongs to the DOE, priority usage goes to the DOE creating conflicting use times
and many community groups and county public parks and recreations activities
without a P lace to go. If the gymnasium was constructed as part of the Pahoa
community center complex, the Pahoa center could then be renovated to
accommodate general government operations, e.g., Police sub - station, social service
offices, etc. [ correspondence ondence Jan 24 1997 from County P &R Director to Office of
Housing and Community Development].
Upon approval of the project by the County Housing Agency the OHCD will RFP for an
independent appraiser to determine the fair market value of the subject property.
13
Concurrently, the OHCD will also RFP for a Planner to complete an Environmental
ronmental
Assessment (EA) of the subject property. Upon approval of the project, the O
HCD will
conduct an Environmental Assessment as required b the CDBG program. The OH
CD y P g �D w111
utilize County funds to complete the EA and seek reimbursement from D
� � BG. The
County will begin negotiations with the owners as son as a fair market value has been
determined by an independent appraiser. Upon acceptance of the offer of compensation
by the owners the county will being acquisition of the subject property,
Road access presently is adequate but a traffic assessment may be required a
y re q t the design
stage, verified by County of Hawaii's Engineering Department. The County will be r
. , , P ty required
to put in a septic tank, verified with the State Department of Health, Hilo Office on
12/17/96, as there is no sewer system for the area. Adequate electrical
q service for the area
was verified by HELLO on 12/18/96. Water is available to the sitel confirmed with county
Water Department 12/17/96. Present zonin is Villa e Commercial (CV-10) g which allows
for the construction of a multi- u ose communi center, verified '
P rP ty ed by the Planning
Department of December 18, 1996.
Breakdown of funding request:
M
Type of Request:
Grant
Environmental Assessment
$ 5,000
Site improvement Design
259000
Appraiser
3,500
Acquisition
300 000
Site improvements
669500
Total $400,000
0-
14
V. PROJECT BUSINESS PLAN
Name of Business: Mainstreet Pahoa Association, Inc., a community based nonprofit
Mission statement: The mission of the Mainstreet Pahoa Association is to establish and
maintain Pahoa Village as the social, cultural and commercial center of the Lower Puna
District by enhancing the economic vitality of the community and the community's quality
of life (MSPA By- Laws).
Product or Service: Vendor spaces for a Farmers Market at the proposed Pahoa Village
County Park, which will eventually incorporate a Visitor Information Center and museum
exhibit area. A common feature of a visitor rest stop is an information center and a gift
shop with locally made products would be for sale. If there is no gift shop, usually small
scale vendors are present providing an array of refreshments ranging from bottled cold
drinks, to fresh produce, e.g., slices of chilled local fruit, locally produced art work and
handcrafts and other souvenir items reflecting local history and cultural crafts.
At present, there is a weekly Farmers Market of anywhere from 10 to 20 vendor spaces set
- up under temporary tents in the Akebono Theater parking lot fronting the main road of
Pahoa Village. It is primarily for local residents and consists of fresh produce particularly
fruits, coffee, and sweet potatoes, along with baked goods, recycled household items, some
arts and crafts and potted plants.
It is this weekly activity offering both a product to the consumer and a service to the vendor
that would be integrated into a visitor rest stop at the County Village Park, in close
proximity to the proposed Bus Station area. The bus station would be the key feature of
the Village Park, and have a passenger waiting area, rest rooms, and possible police sub-
station if based on the Mooheau Bus Station model in Hilo town.
Factors for Success for this business plan's product and service:
1. Location. It will be located as part of the Village Park complex at the center of
Pahoa town and be part of the existing community center, Pahoa fire station, community
swimming pool, and adjacent to the historic Akebono Theater. Parking would be made
available as part of the improvements to be made to the parcel in its development as a park
facility. The present unimproved parking area would be paved and made into a village park
parking area and turn around area for buses.
2. Enhancements. The village area complex includes a sufficient variety of physical
C. features reflecting most early rural settlements in Hawaii as well as unique historic features:
a. On the parcel are rock piles dating back to Pahoa use as a center of commercial
activity. These rock piles were used for walls as part of the area's timber business.
15
First started by the Shipman family, an earl large scale 1 •
Y Y g landowner in the area which
first engaged in the timber business. Ohia (scientific na • me} logs were shipped from
the Puna district after processing PP
p cessing at Pahoa lumber mill, to Hilo harbor and the to
Honolulu. It then went from the Kingdom of Hawaii to '
� g , the mainland United States
to be used as railway cross ties mostly n California in the '
Y construction of the cross
country railroad. Several old photos exist of the Pahoa Lumber '
. Mill and railroad
which could be placed in an exhibit area.
b. It was the site of a known sumo ring, reflecting the extracurricular '
• g g acurricular aetevity of the
local sugar worker camp housing, with training programs an competitions
. g p g d inter -camp
among the ethnic Japanese plantation workers.
c. A railroad turn around platform is located on the parcel indicating '
, p caring the railroad "s
terminus from Hilo, where logs that had been brought down from •
g m higher elevations
on single gauge engines were picked u in Pahoa and transported '
P p ted back to Hilo.
d. The Waha'ula Visitor Center exhibit and display ' •
p y materials from Hawaii Volcanoes
National Park representing the first luakini he" in "
Hawaii which was recently
destroyed by lava is planned to be ut on exhibit at the '
P e Pahoa Village Park on loan
from the Hawaii Volcanos National Park.
e. Much of the history of Puna and Pahoa can also be off •
. • offered as take away material
and /or integrated with exhibit or display areas. Special .. .
• P y , p al activities such as lei making,
weaving, craft production, cookie g
P g demonstrations could also be carried out b
residents either as promotion or for y
• P a fee. For independent travelers, information
on local tour guide services would be available. These could include farm tours
(florals, foliage, papayas, exotic fruits etc, as •
. } well as other historic sites in the
district.
3. Recreation. The "Commons" will serve as a playground •
.. p yg vied and park for residents and
visitors alike. At present there is no children's la roue
p yg din the area, and the park would
provide an ideal place for children's playground equipment •
. P yg qu pment and family picnic area.
It will also serve as a venue for local vendors of
crafts and food products on a space rental
basis, which will provide revers P
P revenues for the business plan.
Land ownership. This business Ian is based '
. P on the assumption that the �I�BG rant
application submitted through its g
g. Housing Agency for the purposes of constructing
multipurpose commune P g a
community facility was successful, and that TMK (3) 1 -5- 002:024 i • fe .. s owned in
e by the County of Hawaii and that a success I
fu lease arrangement has been agreed to
between MSP and the noun
� of H g
County Hawaii governing a S year period at a lease rent of
$50 /year for 2,500 s ft of vendors ace on •
q p the public park parcel.
Revenue and Expenditure. The revenue stream • on
for MSPA well be based on the operation
P
16
of the farmers market vendor stalls and applied primarily to pay the lease rent to the
county, and secondarily for marketing and promotion of the Pahoa Village Farmers Market
and Village Park. It will focus on locally made products and developing arrangements with
tour bus businesses to schedule rest stops at Pahoa Village Park and with other travel
outlets to disseminate information what is available at the Village Park for visitors. The
availability of an array of refreshments ranging from bottled cold drinks, to fresh produce,
e.g., slices of chilled local fruit, locally produced art work and handcrafts and other souvenir
gift items reflecting local history and cultural crafts.
The present weekly Farmers Market has anywhere from 10 to 20 vendor spaces set up under
temporary tents in the Akebono Theater parking lot fronting the main road of Pahoa
Village. The spaces are approximately 8' x 10' and each vender pays $10 for the day to sell
farm produce and hand made crafts. Income stream from a 1x week activity utilizing an
average of 15 stalls per week at $10 each would be $150 /week. Using this as a base, an
annual income to the manager of the vendor spaces for the County of Hawaii, could be
$7,200 a year for a 1x week operation.
When expanded to a 7 day week optimum, particularly if a tour group stopped once each
day, averaging 15 stalls a day, on a per annum basis the revenue stream would be $50,400.
�• However, taking an average between the optimum and a lxweek activity, using a 3.5 ratio,
the annual average income would be based on $525 /week or $27,300. An even more
conservative estimate could be based on 10 vendors average rather than 15, creating a base
of $100/day on a 3.5 da ratio over one ear would yield $350 /week or $18,200. A range
y y
of revenue could be postulated of conservatively between $18,200 to $50,400 per year with
$27,300 as the median. This would be based on MSPA leasing approximately 5000 sq. ft.
within the county park complex for a Farmers Market style daily operation.
As an example, the Hilo Farmers Market is one of the most successful "farmers market"
activity statewide. It is comprised of some 30 different vendors space. It is operated by the
landowner two days a week, Wednesdays and Saturdays all day on each day and houses
anywhere from 20 -30 vendors in an approximately 5,000 sq.ft. area. Vendors are assessed
on a per -day basis. A 5'x 5' stall is assessed $7 on Wednesdays and $8 on Saturdays, for a
total of $15/week. 5'x 10' area is $11 or $20 /week and $35 or $70 /week for 30 linear feet
in a center area.
Major expenditures would be the lease rent to the county and management fees for the
operation of the farmers market vending area. The lease rent is estimated for operational
purposes to be $50 /year. A similar model is the East Hawaii Culture Center which has a
20 year lease for the old Police Station building on county land located in old town Hilo for
$1 /year. It is nonprofit organization for the promotion of culture and the arts, and the
facility is used for art exhibits, workshops, classes, performances, concerts and a gift shop.
A manager contract fee could be based on a 60/40 split of the vendor rental revenue, and
would involve responsibility for the daily operation of the vending area, in terms of rental
policies with tenants, record keeping, rental collections, reservations and stall assignments.
17
0
A
t
9
PAHOA VILLAGE PARK
COMMUNITY COMPLEX AND VISI'T'OR INFORMATION CENTER
Business Plan 3 year summary
YEAR
1
2
3
Rent
$ 50.00
$ 50.00
$ 50.00
Construction
-0-
59000.00
-0-
Utilities
-0_
..0_
Parking
_0-
_0_
-0-
Equipment
4-
4_
_0_
Furnishing
,.0-
_0_
-0-
Supplies
-0-
-0-
_0_
Mgt Fee
51000,00
92000.00
12 x000.00
Mktg
39500.00
59000,00
189000,00
GE Tax
4_
_0
Loan Repay
_0_
4-
-
4-
Insurance
-0_
_0_
-o-
EXPENSES:
99550.00
19 050.00
30,050.40
REVENUES:
109000.00
202450-00
,
3 1,400.00
Carry over:
450.00
400.04
1,350.00
18
FIVE YEAR FINANCIAL PLAN -- YEAR 1
$27,300 median based on 15 stalls @ $10 /stall over a 3.5 day average for a period of one year
REVENUE: $ 1 0,004 start up ........................................................... l....... ............................... .....................$10,000.00
EXPENSES:-J 5.050.00 BUILDING EXPENSES
1. Lease Rent for 5000 sq ft county land for vendor space ....... $ 50.00
2. Repair / restoration /signage ..... N .... .............••....N.........l. •............•
3. Utilities •.. M. N.. N.,. NNNN.....• NN.... N .NN..N..NN......N..NN...N.....N N..l.......
4. Parking .. N..• NN.. 1. NN...... N... NNNN....... N... N.. N.. NNM... ►M.M..11 ................. -0-
S. Furnishings .. NNNM..... N1......►.\/.... M.. NMM. I.. I....,. .....N..N....11...NN.. \.. ►...•-
ADMINISTRATIVE EXPENSES n
1. supplies , N...... N. NN.......... NN... NN ..M.NN.....N ................N. N........N..... /.... V -
2. management fees ► N. N►.• R........ N.../ N.. ll.......... NN... ....IM.IN....,.....1.. ►........ 69000.00
MARKETING:
1. a simple 1 -page xerox "take away" informational flyer at
Village Bus stop for tour groups and independent visitors
with Japanese translation .. ..........Nl......N....N....N.. $39000
2. cost of assessments in #3, #4, #5 below .........., 500 ................. 3,500.00
TAXES: 4 % General Excise Tax on sales ►.lN.•N..NMN.!!.l.. N............M...
INSURANCE ■. N.. NNMN. M../ NN../ N.. NNN\. N. NN► N.N.H.NN.M.N....N.NNN......N..• -0-
TOTAL:.... NM.....►... NN. NNN.. NNM. N..... N. N.. NN..../. N....... M/..11 N............1/ .....►....►./...N.../N.....M!►. $99550.00
CARRY OVER: $ 450.00
ACTION PLAN Year 1
1. Contract with County of Hawaii for lease of 5,040 sq.f1. area adjacent to Bus Station and Rest Rooms at the
Pahoa Village Park for the purpose of (a) farmers market vending area and (b) local history exhibit area;
suggested 20 year lease at $50 /year
2. Contract with vending manager to operate the farmers market as a concession on a percent of revenue basis,
contract manager at 60% and MSPA at 40% with responsibility for marketing costs and paying lease rent from
the proceeds.
3. Conduct an assessment of additional improvements to the leased area for farmers market vending stalls
such as directional signage, lighting, benches, walking area, safety features, etc.
4. Conduct as informal assessment for the design and cost of constructing a local history display /exhibit which
would include the Volcano National Park Waha I ula Exhibit
S. Prepare grant for construction cost of the exhibit area and visitor center as part of the vending area
6. Prepare simple 1 -page xerox fold out flyer about the history and features of Pahoa town and the Puna
district as a "take away" at the Pahoa Village Bus Station for tour groups and independent visitors. Prepare
one version in English and another in Japanese (donated translation from community resources).
7. Organize a marketing plan which coordinates joint advertising of the Village Park with other MSPA and
downtown events (Halloween Parade, Bon Rance Festivals, etc.) to maximize exposure
S. Organize tour bus stops with refreshments and informational hand out materials.
19
FIVE YEAR FINANCIAL PLAN -- YEAR 2
$27,3W median based on 15 stalls @ $10 /stall over a 3.5 day average fora period of one year
Y
REVENUE: $ 15,000.00 per year (vendor space rentals)
6) 450.00 carry over
EXPENSES: 5,000.00 County grant .......... N....... N.. N» ............................... ............................... $ 20,450.00
I. Lease Rent for 5000 sq ft county land for vendor space ........ N» NN . .................. »............ 50.00
of mini- museum /display center ■... M.../ . /.. \.A». \.N. ►..N.....NN....... M...... \.......... SOOO.00
2. Utilities
3. V titi Mes ......... N... M...... M. NM..... N....../.\ N.......»..........►.....' MMM/.....\ N.... N...... ..»N. \N.N. \ .............. \..... -oY
4. Parking . N.. NN. N.. N. Np. N...... N». NN. M........ N... N.. N. N... H». N».. M\. N. N....1... ..MN.N..NN... \.H....N....N... \. -0-
5. Furnishings ........ N.».. N... N.....»............ N ..................». N... NN»..N......... N..... N.......N...................... -0-
ADMINISTRATIVE EXPENSES
1. supplies ... N.........».. M\► N.\. N.. N...\............ H....»... N.... . /..M»..M \ \.N...N... »..... \.... N ......................... \...
2. management fees ... NNN... M... N...» N. N» NN. H. q.... N.. Y►. NN.N �N. H. NNN.. NN.. ......N..NN.....N...NHM. ►N.. \..
�-
9 V{. 0-00
MARKETING:
I. review and reprint 1 -page flyer for bus station and visitor center.\.. N..... \ ............... \. ►...... 19000600
2. co -fund advertising for annual special events .. 11 H/►. MM.......1.......\ M. /.M.M....... »...N....»......... 4 000.00
TAXES: '4% General Excise Tax on sales . \.......M \.... »NM.. NNNN ...... ........».. ..Y...... \ \............. » \..Y.. -or
�St�a�i�1 ■ CE ./. M.». M.»» M►» M.. M.....».»..... NNNp..» N.... N. N» N..»f..».. N.\ NN... N. . ►.M....NNN.N.».N \...........N. �o-
T� TA►L;..., N N ............. ...................... "........ N......»... ...,... »....................... N. N.... N................ N.... ............................... $19,050.00
CARRY OVER: $ 1,400.00
ACTION PLAN: Year 2
1. based on previous year' s assessment, construct additional improvements to the leased area for
farmers
market vending stalls such as directional signage, lighting, benches, walking rea, safe features
g safety ,etc.
2. based on previous year' s assessment, design and construct local history interpretive dis la YleXhibi
t which
would include the Volcano National Park Waha' ula Exhibit
3. review/update and reprint 1 -page take away for bus station and visitor center-, collect various brochures and
other informational materials as part of visitor information take -away", " material.
4. prepare grant to fund the development of a drive -guide for Puna and Lower Pahoa telling about
providing � g out the features
and historic sites of the district and
p ng information about proper conduct and respect for the ' aina
for distribution island wide to visitor outlets, Pahoa merchants, Bed and Breakfast establishments,
information centers, car rental and travel desks Chain °°eII�! visitor
Chambers of Commerce, activities coordinators.
S. implement marketing plan recommendations with marketing funds: including cosponsorship of ads for local
events, radio time and newspaper announcements, focusing on local annual events
5. begin organizing various resources to stage demonstrations ors special displays for visitor
Pe tour groups during
bus rest stop at Pahoa Village Park bus station, including farmers market vendors who '
could particpate as
well. Work to encourage tour bus groups and independnet visitors to sto long enough to br
along the road and have a m P g � owze in the shops
weal in the several restaurants available.
20
FIVE YEAR FINANCIAL PLAN -- YEAR 3
$27,3W median based on 15 stalls @ $10 /stall over a 3.5 day average for a period of one year
REVENUE: $ 20,000.00 per year (vendor space rentals)
1,400.00 carry over
10,000.00 grant for development of a drive -guide ..... ............................... $ 319400.00
EXPENSES:
BUILDING EXPENSES
1. Lease Rent for 5000 sq R county land for vendor space ............. 50.j00
2. Repair /restoration /signage .\.... N.f... H.»..». NN.. NN..... NiN.... \....N \.............N... V-
3. Utilities ../. MM.. MN». N...» M...»..... N.... M»... N. N/. NN... NI.N».N.N.MN.N..MN..N.N..N....• �
4. Parking •.» N.. MM..►. NMM. M. M. gNNM...»» M» N.» N. NN... i .M..H.N »NN..N..MN......».NN...N 00
S. Furnishings.. ...... N. NN..»..... N..»......... N.....»,.». N.....»H..N..N......»,.....NN.. -0-
ADMINISTRATIVE EXPENSES
1. Supplies . NN. N. M. NN.. N... MM. MN... M..... N.»..». MN\. M. N.. /N.NNN.N.MM.MN...N......NN..NN.
2. Management fee ..... N. N.».. N» N. N►.»• M... H.■ NN.• wN ..NM...H.NH.. »...N ►.N..NN...N.. 12'000.00
MARKETING:
1. development of drive guide maps /brochure /design /text/printing ....10,000.00
2. other promotional activities and events / ads .. H ...... .......N \ \.N. \N........ ►......• 89000.00
TAXES: �4% General Excise Tax on sales HN... N. NH.. ....NMMNN..N.NN......N.H....M1. -00 +
INSURANCE 1 CE
TV T�...\..\\... \NN»N.........M.N.N.M....NN.N.. M... ►..H..N..N........ M..NN....NN..»N...N.N...M. N N M. \ \H..... M \.NM. »NNI.. N......N. N�3 0,050.00
CARRY OVER: $ 1,350.00
ACTION PLAN Year 3
1. focus on development of quality but succinct drive -guide for the Puna District featuring Pahoa Village Park
and Pahoa town, telling of the now completed historic display area at the Park along with the Farmers Market,
restrooms, restaurants in the town, stories about the Akebono theater, and other features within the district
including the "red road ", Kalapana, Kaimu, Opihikau, the painted church, etc. Funding should be through
successful application and receipt of grant funds for this purpose. It should provide information about proper
conduct and respect for the ' aina and be distributed island wide to visitor outlets, Pahoa merchants, Bed and
Breakfast establishments, visitor information centers, car rental and travel desks, Chambers of Commerce,
activities coordinators.
2. review /update and reprint 1 -page take away for bus station and visitor center, collect various brochures and
other informational materials as part of visitor information "take -away" material.
3. continue to implement marketing plan recommendations with marketing funds: including cosponsorship of
ads for local events, radio time and newspaper announcements, focusing on local annual events
4. advertise scheduled demonstrations or special displays for visitor tour groups during bus rest stop at Pahoa
Village Park bus station, and farmers market activity to encourage tour bus groups and independnet visitors
to stop long enough to browre in the shops along the road and have a meal in the several restaurants available.
21
FIVE YEAR FINANCIAL PLAN -- YEAR 4
$2700 median based on 15 stalls @ $10 /stall over a 3.5 day average for a period of one year
REVENUE: $ 20,000 /00
1,350.00 carry overH. N►► N..► NMMM. M/ H►\ NH. M. N► I►► NHN.►.►►. N► NMiH / /1 ► ►N ►1 ► ►..... ►.. ►, ►M ►, ►,..$Z 1 �D.00
EXPENSES:
BUILDING EXPENSES
1► Lease Rent for 5000 sq ft county land for vendor space . \ / / / ►, 50/00
2. Repair /restoration /signage .../ NM► N►► NNM►////►/„\ ►.N / ► \ ►... ► ►,,,,NHN /M ■ / ► „ / /..,■ V-
3. Utilities ■ N//►►► N►►►►/►► NH\■ N,/►/►► N// N►►►/ N► N/► t► N\►►/\►///►/,//► M. M► ► ► ► \ \ ► ► / ► \ /N / / ►... / / /... / / \ ►..► ��
4. Parking NH/\ HM► H■ HN/► HHNM. M► H/►► N\/►► N►/\ NgNMH\►\ M. ►HN ► ►H.MNN ►,N /NNq ► ►N ► / \►H ► ►N►
5. Furn�Shings► NN/ NH/ H\/ Nf,► M► N► NN\\\/►■...►. NN►../. NM. 1H.►\ HH ► /.. /N1IN ► ► \ \HN. ► ►N \. ► /. / /.NI �y�
ADMINISTRATIVE EXPENSES
1, supplies /► M/ HM../► M\ NM►/ M►► N./ . ►.wN \ /N ►M ► ►.. \ /HN ► ► \H ► /N.M ►NN. ► ► ►M ► ►.. \►NH ►NH.H ►M ►N. ►•• -0w
2, Management fees NH■ HHNNM/ N/./. NN,.►,,.,,,,,►,/ N ►NH►.M►..N ►.,,.,.►.,,N,/ ►,. \ /N. 12 o00,00
MARKETING:
1s additional brochure printing ,,,,,,,,,,, ►N.. ►.,N.,./ ►► 3 004.00
2. co -fund advertisements for local activities and events /
2,000.00
3. place ads in visitor literature ..........►.....».►...N /.........N►.... 49000.00
TAXES: 4% General Excise Tax on sales ..... N......... ..N........►N.N ................
CA INSURANCE
-0-
j��T SURANUE ►.. NN./ M►,.\/ HN. NN/. M./... N. M..► H.\ NN/ MN►. ►MMNN,.M /HNNMN /N \H... /N.NMN
TOTALEXPENSES ►.►..►►. N ..............\►.. N......►.../ N..►►...... N,....... ...//►..►....►,...►►►..►.......
\►\/ N►► \ /• / ► / so* / ► / ► ► as* / ► /N /,. / / ► ► ►/► $219050 ►00
CARRY OVER $ 300.00
ACTION PLAN Year 4
strategy.• going into the 4t1: year of operation should provide some security and certainty as far as ability to attract
additional numbers of people to the improved town center, so this year should see the maximization of revenues into
marketing activities to assure a higher revenue return (Higher number of vendor stalls 7 days a week) its year 5 of
this business plan.
1, fund additional printing of drive -guide brochure (another 20,000)
small inventory stock on ban ) to saturate the market and maintain a
d,
2o continue to implement marketing plan recommendations with mark •
marketing funds: including cosponsorship of
ads for local events, radio time and newspaper announcements focusing an local annual events
3, place ads or announcements in visitor literature (Visitor Guides to the Big Island, etc.) Seek features in
local magazines (Business magazines, interisland airline magazines, Honolulu periodicals). A 1/8 page ad in
Big-Island This Week is $60 per week $85 , / P g
P per week color, or $4,4..0 a year,
22
FNE YEAR FINANCIAL PLAN -- YEARS
$27,300 median based on 15 stalls Qa S10 /stall over a 35 day average for a period of one year
REVENUE:
VX adjusted ratio of 10 stalls @ $10 /stall over 7 days for a period of 1 year ...N........N... $339600.00
k
Q
EXPENSES:
BUILDING EXPENSES
1. Lease Rent for 5000 sq R county land for vendor space ....... $50..00
2. Repair /restoration /signage ... N. NMNN.. NN.. N... HN.NN.N.N ►N.N... ►H...... ►....N. `V-
3. Utilities N.. N... .M.N. ►►M. ►.M...........N► ►MNMN. NNN. NNI N► N...... N .N....N.►►.....N.... /...... \. \wo
•
4. Parking
.N.N. NNN. NN.. NN.. N.► N.... ►M. \.N. ►MMM....... ►M.. ►.HM ► ►N.. N....H..NN \ ► ►........ H. �/�
S. Furnishings ..►. N. I► M. NMN .....►..►N..NM.N.NNNNHNN.N.NNM .NNN ►N.NNHN...M...NN..M... -V�
ADMINISTRATIVE EXPENSES
1. supplies ... .........N �
NN.NNNN.lN..N. NNN.... M. NN H. 1. lN... N.N.NN.NN...MM.N...NIM.N.MMr.�
2. Management fees \....MN..N.N.N.N...... NNN. N.M.NN.NNNNNHI.....NNN..�...N.. 209160000
MARKETING.
1. additional brochure printing M.NN!1. 1. N!!! NlI .I......N.N....M...M \ /.M....M! 3,000.00
2. co -fund advertisements for local activities and events N....N...N.. 2,000.00
3. place ads in visitor literature .N. NNNN. N.. N►► . ►.l..N..l.........I.NN.NI. \N.. 89000.40
TAXES: 4% General Excise Tax on sales .... .NN.M.NNN ►...M....N ►..NN..MN..N -0-
INSURANCE. \N. ► ►.l.N.M..N.M.N.NM.M..... N.... N. N. N. ....HN... /.N...MN..N \.N....I..N V
TOTAL EXPENSES ........ N.N.. NNN... N. N. NN► NN. lNN. N. NN..... NN. MNN... N.. .M............NNMNN.N$33,160.00
CARRY OVER $ 440.00
ACTION PLAN Year 5
I. fund additional printing of drive -guide brochure (another 20,000) to saturate the market and maintain a
small inventory stock on hand same as previous years.
2. Continue to implement marketing plan recommendations with marketing funds: including cosponsorship of
ads for local events, radio time and newspaper announcements, focusing on local annual events at the same
level as previous years
3. double the funding for ads or announcements in visitor literature (visitor Guides to the Big Island,
Island This Week, etc.) Seek features in local magazines (Business magazines, interisland airline magazines,
Honolulu periodicals)
23
P
VI. PROJECT MARKETING PLAN
Market Analysis
The Hawaii Visitors and Convention Bureau reports show that '
p the big Island already
benefits from the highest number of return visitors who
prefer hying trails, nature learning
experiences, historical museums local h
• . , heritage features, bed and breakfasts, and most of all
a higher level of interaction with local residents. However,
er the number of visitors to the
Pahoa area has greatly diminished with the destruction
of the black sands beach at Kaimu.
From several hundred a day, the number of visitors today seldom exceed 100 a day.
The Pahoa Village Park will be marketed as a community-based heritage site
reflecting the history of the village of Pahoa through its •
g g several features that can tell its
story. These include old lumber mill photographs and records f •
"camp" , former sugar plantation
worker camp housing areas, a railroad turntable from the '
days of railroad transport, the
site of a former sumo wrestling ring, the story of • •
g gs ry the former Waha ula Visitor Center
through its display boards.
Market descriiDtion. Of the approximately 6.5 million visitors "
• PP ., Y sitars to Hawaii in 1994, 16°Io
or 1,059,140 came to the island of Hawaii. Of the total number to come to this island, 20%
are eastbound visitors, primarily from Japan. Of the 80 0 visitors, P % U.S. visitors, the largest portion
come from the Pacific region, articular) the state of California, particularly Californi
36% or 743,830 of the total U.S. visitors to the island • •
. (755,100} are from the Pacific
region (California, Alaska, Oregon, Washington). 89% of •
. , this number are from California.
These visitors have an average age of 45 stay in ho •
g y tell or ahotel- condominium mix, are
usually on their 4th or 5th trip to island of Hawaii and
will generally stay a week. There
are slightly more male (523,450) than female (352,420) visitors, tors, and the most frequent persons. The q group
size is two or three
p e largest occupational categories reflected b this row
"professional" (199,240), "re • (146,490), Y g pare
tired" and "senior mans " Bement (106,300).
While similar data exists statewide for the largest visitors Best bloc of visitors from the Asia
Pacific region, those from Japan, it is not available P � for the island of Hawaii. However
statewide data does show that U.S. visitors spend less '
p on Oahu per day ($116.15} than on
the neighbor islands ($127*35), whi le it is the r v • • (Oahu • • reverse for the Japanese visitor e enditure i $276-26). P daily
expenditure s $306.54, neighbor island is
There are two commercial interisland airports rp on the island where the State's two
major carriers deposit or retrieve visitors to the island. The Keahole Airport in Iona on
the west side, and the Hilo airport on the east side. •
• rP de. An increase in direct flights from Japan
to the Kona airport has boosted the island's visitor P
ands visitor numbers and hotel occupancy. laces like P P cY . The
visitor niche that
P whoa and the Puna district seek are the repeat westbound independent travelers who usually arrive on discounted hotel
and airfare
packages and rent
a car for the duration of their stay, and will join in 1 2 day r • '
J / y g ound tours and activities such
24
a
as botanical gardens, historic sites, helicopter rides, boat excursions, ocean recreation
activities, nature walks, drive - guides, local history tours, etc.
Lifestyle usiness`tyle. According to Hawaii Visitor and Convention Bureau
(HVCB)data, the type of visitor found on the big island tend to be avid book readers
joggers and gardeners, and enjoy outdoor interests such as hiking, climbing, reef walks,
picnics and barbecues, walking tours, surfing and boogie boarding. Their favored statewide
attractions include the Honolulu Aquarium, the Zoo, the Botanical Gardens, Parker Ranch,
Mauna kea Observatory, Kauai Lagoons, swap meets and flea markets The average head -
of- household income is $86,400.
This visitor has the second highest income level of four visitor group clusters
identified by HVB. They are well educated (average education level 4 year college); the
oldest (average party head is 45.5 years old); highly likely to be professionals (doctors,
lawyers, brokers, educators); least likely to stay exclusively in a hotel; spend $ 136 a day; and
are usually independent travelers or on as package air travel trip. This group is also
interested in cycling, finance and investing, pets, domestic travel, and is diet - conscious. They
are also collectors and photographers, play musical instruments, enjoy nature walks, do floral
arrangements, are culturally oriented, like to visit museums and galleries, are more prone
than others to mail order catalogues, and are interested in science and technology. They
have an appreciation of fine wines, gourmet foods, entertaining, cruises and foreign travel.
Mark ize and trends. The averse length of stay of westbound visitors on he
_. -- �— g g y t
island of Hawaii is 7.09 days. The statewide average is 10.5 days. While this number has
remained almost unchanged for the State in over 10 years, the island of Hawaii has
registered the largest increase in number of days, rising from 3.46 in 1980 to 7.09 in 1993.
The highest number of westbound visitors to the island occurs in March (90,360) and the
lowest number in September (56,900). The average number of monthly westbound visitors
is 72,267.
Eastbound visitors to the island, however, shove a decrease from 4.6 days in 1959 to
3.3 days in 1993, while other islands remained relatively steady varying within less than a
tenth of a percent. Kauai has the lowest length of stay average over this time period at 2.5
days. Maui has an average of 3.6 days while Oahu is 5.4 days. The State's average is 6.3
days for 1993.
Therefore marketing efforts should focus on westbound visitors as these have the
highest number monthly average, and have the highest number of non tour, non group, true
independent travel modes. The average number of repeat trips for the westbound visitor
to the island of Hawaii is 4.47, while the Eastbound visitor average is 2.88 repeat trips.
25
Marketing Plan
These activities follow the business plan contained in this report,
. P p t, and focus on the
site itself and the related Information, displays, oods and services
. g es that would also be
provided at the site. It will be a boon to all businesses b in
y serving an active referral
center encouraging visitors passing through or staying few days on the island t revisit
extend Y o revisit or
end their time to see nearby points of interest in the eneral area a of Puna.
Year 1 MARKETING:
collateral material. Prepare and distribute simple 1-page informal fl yer and MAPS showi ng
ng
ry
different community features and collected local history, '
, n combination with
advertisements for local merchant products for distribute
• P on at Pahoa Village Park bus
station, and possibly local B &B establishments, hotel desks restaurants, island wide travel
agencies as part of developing initial island -wide distribution o points.
product development. Farmer's market site acquisition; •
improvements assessment of immediate
provements for vending area and assessment of design/construction '
. costs of exhibit and
display area for local interpretive history information; •
• r"P ry ton, prepare grant application for
construction of display area and visitor center service
marketing plan and collaboration. Develop 3 to 5 year marketing plan and adjust business
fiR plan expenses and revenues accordingly; identi fy and prioritize different strategies to be
followed by MSPA in its Village Park marketing an d promotion efforts. Include a method
of evaluating which type of medium works best for '
what Pahoa Village and Puna have to
offer (print, radio, collateral, working directly with travel agents, etc.) Initiate collaborative
efforts with local tour company contacts for group stops at Pahoa Village,
Year 2 MARKE71 •
collateral material / advertisements.
a. review and update / reprint 1-page take away fl • •
. y yen for bus station and visitor center;
collect informational materials about other points • •
• ,� f� p of interest on the island as part of visitor
information take away material
b. pursue marketing plan priorities which might •
• P g t be in areas such as cosponsorship of ads far
local events including radio P
g o time, local dive -garde publ�catlons, and newspaper
announcements to include farmers visitor
market and visitor center stops
c. prepare grant application to fund the development of a drive-guide m
P gu map and brochure for
Lower
Puna and Pahoa, highlighting different points f •
. . • g , p , o historical and natural interest for
an island wide distribution identified in the previous s ye ars
d. coordinate activities with tour companies
product development.
26
a. Construct immediately needed improvements for vending area; construct local history
interpretive display area
b. begin organizing various resources in the community to stage demonstrations or special
displays for visitor tour groups during bus stops at the Pahoa Village Park, 'including farmers
market vendors.
Year 3 MARKETING:
a. focus on development of quality but succinct drive -guide for the Puna District featuring
Pahoa Village Park and Pahoa town, telling of the now completed historic display area at
the Park along with the Farmers Market, restrooms, restaurants in the town, stories about
the Akebono theater, and other features within the district including the "red road ",
Kalapana, Kaimu, Gpihikau, the painted church, etc. Funding should be through successful
application and receipt of grant funds for this purpose. It should provide information about
proper conduct and respect for the 'aina and be distributed island wide to visitor outlets,
Pahoa merchants, Bed and Breakfast establishments, visitor information centers, car rental
and travel desks, Chambers of Commerce, activities coordinators,
b. continue to review /update and reprint 1 -page take away for bus station and visitor center;
collect various brochures and other informational materials as part of visitor information
"take- away" material.
� c. continue to implement marketing plan recommendations with marketing funds: including
cosponsorship
of ads for local events, radio time and newspaper announcements, focusing
on local annual events
a
d. advertise scheduled demonstrations or special displays for visitor tour groups during bus
rest stop at Pahoa Village Park bus station, and farmers market activity to encourage tour
bus groups and independent visitors to stop long enough to browse in the shops along the
road and have a meal in the several restaurants available.
Year 4 MARKETING: going into the 4th year of operation should provide some security
and certainty as far as ability to attract additional numbers of people to the improved town
center, so this year should see the maximization of revenues into marketing activities to
assure a higher revenue return (higher number of vendor stalls 7 days a week) in year S of
this business plan.
collateral / advertising.
a. fund additional printing of drive -guide brochure (another 20,000) to saturate the market
and maintain a small inventory stock on hand.
b. continue to implement marketing plan recommendations with marketing funds: including
cosponsorship of ads for local events, radio time and newspaper announcements, focusing
on local annual events
4A
c. place ads or announcements in visitor literature (Visitor Guides to the Big Island, etc.)
Seek features in local magazines (Business magazines, interisland airline magazines,
Honolulu periodicals). A 1/8 page ad in Big Island This Week is $60 per week $85 per
� week color, or $4,420 a year.
Year S MARKETING •
a. fund additional printing of drive-guide brochure
. gu (another 20,000) to saturate the market
and maintain a small inventory stock on hand same '
as previous years.
b. continue to implement marketing plan recommendations . • •
g p datlons with marketing funds. including
cosponsorship of ads for local events radio
o time and newspaper announcements, focusing
on local annual events at the same level as r g
previous years
c. double the funding for ads or announcements in visitor literature (Visitor Guides to the
Big Island, Bi Island This week etc. Se
} Seek features �n local magazines (Business . • g
magazines, interisland airline magazines, Honolulu eriodicals
p )
Short and Long range goals re
�P - and post-park establishment)
There are a number of important thins that caul •
. P, g d be carried out by MSPA and its
membership to help expedite the villa a ark project f
. . g P P J or Pahoa. The support of the noun
admuustration has been very encouraging, �
• ry uraging, but their efforts as well will be in need of
community support and resources. Therefore the partnership between
County P P MSPA and the
ty needs to continue and be strengthened, above all for r best chances of success.
Below are some short range and long g ran e g go als ' �n this regard.
SHORT RANGE GOALS P re_ ark establishment)
)
. support . i ion
of TMK arc 1 by the County of Hawaii through •
. tY g CI�B� funds, work
with Mayor's office to xdenti an y P roblem ar eas and organize resource
s to assist and
expedite acquisition; secure commitment regarding future lease to MSPA for farmers market vendin g stalls
. work with the County in developing a site design plan by maintaining contact with County
Housing Agency staff and County Dept of Parks an d Recreation staff regarding development
of site plan and related improvements particularly rest rooms and vending stall area.
,secure ha "l Exhibit materials, i.e., determine re
p sent location, size, cost of transporting
and setting up at Village Park g
. support and assist to ex elite Village Park complex development,
elopment e.g., assistance with
landscaping, any other areas of where co .
along
mmuruty Involvement can help move the project
r
LONG RANGE GOALS (post -park establishment)
. secure favorable lease, with the.-Countv for management and mainternance of a vendor
"Farmers Market" and Visitor Information / Exhibit area
. develop business arrangement to deal with management of vendor space, secure services
for museum exhibit design and construction, visitor information center staffing and
literature, grant writing for future grants to cover exhibit space design and construction cost,
to gather additional historical information relating to local area and prepare in appropriate
interpretive exhibit format
. initiate discussions with various tour operators regardiniz the use of the Pahoa Villa p, Park
as._ „a rest stop in the District. Secure information on what kinds of tour groups are in the
District in any given week will be needed in order to assess the likelihood of having a tour
bus stop at the Pahoa Village Park. This would have to occur after the park is established,
with exhibit and display areas set up, restrooms in good working order, landscaping and
improvements are completed. Prearrangement with tour group operators to make a rest
stop at the Pahoa Village Commons to allow visitors to tour the park area f s historic sites,
the Akebono Theater, and shop at vendor kiosks for light refreshments and gift products in
the form of local crafts and food items. These would be primarily tour operators taking
groups to view the lava flows which covered the coastline site of Kaimu where the island' s
famous black sand beach once existed.
.
prepare flyer information and — brochure material to be distributed at the visitor information
center which provide information about Pahoa and the Puna district including appealing
maps of Pahoa and the PUNA area highlighting all of its features including existing
attractions. There would be 2 types of material, initially a 1 -page information flyer for easy
distribution at the bus station and at merchant stores about Pahoa Village and the Puna
District. This will be continually updated and reprinted and improved upon. The second
will be a more refined drive -guide brochure identifying different points of interest in the
district and related public amenities (rest rooms, restaurants, distances between points, etc.)
Distribution of flyers and brochures about the Village Park to all B &B establishments, hotel
concierge desks, travel agent offices, HVCB office, and other points of distribution.
Organize volunteer efforts to develop informational MAPS and "flyers” about the Village
Park which could be distributed to car rentals, roadside stops on Highway 19 in the Hilo
Hamakua region, Bed and Breakfast establishments, and particularly smaller hotels in Iona,
Hilo, Na' alehu and North Kohala which have a friendlier relationship with their guests and
deal with many more inquiries about local places of interest to visit, dine, shop, picnic, hike,
and enjoy scenic viewplanes.
. work with YBA and Honerwanii communi1y in restoring sumo wrestling ring in the Park
area and instituting a community based sumo program; target Japanese visitors with re-
established sumo ring within the Park and sumo program, explore possibility of Akebono
(Chad Rowan) becoming personally and professionally involved with the Pahoa Sumo
29
project and develop marketing strategies around this ossibili
P tY
. create a c ntinuin ro ram of data collection to integrate historic sites information
t �' atron about
he area for display purposes, including exhibits and special '
. g p displays, information on
speclahzed dnvmg and walking tours in the area, romotion of venues for or local crafts and
products and other Pahoa merchants on an ongoing basis.
g g
- apply for jarant tQ cover the cost of con tru tion for the museum and displav area for the
Waha I ula Exhibit to be set up along with other artifacts relating to the history of Pahoa
Village. An initial amount of $5,000 for construction of '
a museum and display area for the
Waha I ula exhibit could come from an number of funding •
. , , Y rig sources, including historic
preservation, Hawa Dan culture and history projects under OHA or SFCA• . Most grants and
loans do not allow funding for personnel costs or other "recurring" P types of recurring cost. These
types of funding understandably are designed more to cover "project" •
. � costs, such as setting
up display areas, collecting materials and preparing interpretive text, etc. A " project "
framework could be used in order to incorporate "manager" .
16 rp g costs. . Information provided
in the business plan for this report should provide a good base for preparing such
applications. It is information that can be rearranged to cover '
g the different focus of each
type of loan or grant application.
. develop possible erformance demonstrations s ecial '
exh 1b� is program of annually
recurring activities that would add to the attraction of bringing � g g more bus tours to Pahoa at
certain time of the year; develop worng agreement with ith Akebono Theater to integrate performances and video showin g s during s ecified time s
of the week when tour buses or
independent travelers can enjoy; seek grants to help un derwrite the advertising costs for
calendar events or festival costs
C
. integrate a year round STREET calendar of events which will involve the Park, the
Akebono Theater, the vendors, and erformance areas; as, disseminate to tour companies,
travel agencies, hotels
. Market through electronic internet systems b establish' "
Y y establishing a Mainstreet Pahoa Home
Page" on the worldwide web internet• normal costs range a between $2500 to $10,000 to
create commercially; however through the State ! s Hi Technology D
. � . High gy evelopment
Corporation s specially created "Home a " Pa
g nonprofits may be included as a non-
commercial enterprise promoting "generic" amenities as part of attracting visitors tors to
Hawaii; this provides an opportunity for free advertising (state underwrites cost through
HTDC) if it is anon - commercial i g
information and referral service; this would allow frequent
updates that are consistent an q
d entertaining, and could be a strop business enhancement
for ecotourism amenities in the communi
g t
tY•
. integrated marketing of Pahoa with Volcano Na ion •
al Park as the featured attraction for
visitors is the Volcano Park area; develop to "t !!
p wa y "tag on to visitor programs at the Park
30
Er
0
. develop trail and hikiniz maps of the area with relevant information (distance, time,
locations, permits required, safety tips
. develop discount tickets to go with car rental, hotel, B &B, or other distribution points
creating interest in coming to Pahoa Village for a discounted meal , tour or gift purchase at
a merchant's store.
31
APPENDICES
I. House Concurrent Resolution 174, 1994 Regular Session '•
1h Legislature
gu of the Hawaii State
II, Ofi icers and Members of Mainstreet Pahoa
III. Background of the Puna District
A. District Profile
B. Ancient history
C. Features of Natural Beauty
IV. County of Hawau General Plan Goals Policies and Standards andards and the proposed
Mainstreet Pahoa Association Village Park concept
P
V. County of Hawau 1997 Community Development Block Grant Application
VI. Various proposed Site Plans
ti.
k.A
C:
A�
4.
6.WN
F1
f7i
3
APPENDIX I
House Concurrent Resolution 174, 1994 Regular Session of the Hawaii State Legislature
HOUSE OF REPRESENTATIVES _ •
• a a . N04 17+
SEVENTEENTH LEGISLATURE, 1994
STATE OF HAWAII
HOUSE CONCURRENT
RESOLUTION
REQUESTING THE DEPARTMENT OF LAND AND NATURAL RESOURCES TO
ACQUIRE THROUGH LAND EXCHANGE, LANDS IN PAROA. "WAI I . FOR
COMMUNITY USES.
1 WHEREASo one of the most basic needs of communities
2 throughout the State is adequate convicunity space for recreation,
3 community gatherings , . and general social interaction; and
4
5 WHEREAS, the scarcity of land devoted to neighborhood or
6 community purposes throughout the State underscores the need to
7 examine all opportunities to dedicate and reserve more suitable
8 lands to meet these Fundamental uses; and
9
10 WHEREAS, strategically developed common areas in
11 neighborhoods enable community members to establish their own
12 special sense of the neighborhood by encouraging residents to
13 become involved in community problems, issues, and cultural
14 affairs; and
is
16 WHEREAS, although the Pahoa community on the Island of
17 Hawaii currently lacks available public lands to develop
18 facilities for community and recreational user one piece of
19 property currently owned privately by AMFAC /JMB Hawaii Inc., may
20 provide lands highly suitable for the development of such a
21 community center; and
22
23 WHEREAS, the property, which is identified as Tax Map Key
24 ( 3 ) 1 -5 --002: 024, currently supports various conuciercial uses; and
25
26 WHEREAS, because of its strategic location in the
27 neighborhood, the State should undertake all actions necessary to
28 secure and preserve this parcel of land for community uses in
29 Pahoa; now, therefore.
30
31 HE IT RESOLVED by the House of Representatives of the
32 Seventeenth Legislature of the State of mawaii. Regular Session
33 of 1994p the Senate concurring, that trte Department of Land and
34 Natural Resources is requested to enter into negotiations with
35 AMFAC /J" Hawaii Inc. to negotiate a value for land exchange for
36 the lands identified as Tax Map Key 1-- 5- 402:424; and
37
HCR LRS 94 -1886
r
APPENDIX II
Eft
Officers and Board Members of the Mainstreet Pahoa Association
Members of the 1994 Strategic Planning Committee
Members of Main Street Pahoa Association
0
a
T-
E
0
Mainstreet Pahoa Board Members
Anthony "Bud" Almada, President Pat Rocco
Wally Patch, Vice President Valerie Ferrari
Colleen Mandaia, Secretary
Dawn Hurwitz, Treasurer
Janus McGowen
Donna d'Alessio
Bud Almada
Adrian Barber
Kat B elleci
Charles Blizzard
John Boswell
Grace Califea
Marjorie & Stephen Chase
Makai Conner
Valerie DeFrain
Bob Evans
Roger Evans
Cat Freshwater
Rita & Tom Goodson
Helene Hale
Ernest Hicks
Dawn Hurwitz
Jon Olson
Steven Chase
Strategic Planning Committee
Bonnie Jonds
Aaron Kapp
Devorah Kaplan
Ken Kudo
Bob Lerro
John Luchau
Peter LeBold
John Maillet
Bill Male
Richard & Lucille Mundy
Ginger Newman
Andre Hihf
Jon Olson
Betsy Palmer
Wally Patch
Mark Pistolese
Roger Potter
Bary Ranne
Pat Roccof
Jesseca & George Roberts
John Roberts
Al S acharov
Alice Scurlock
G wenette Sinclair
Rene Siracusa
Jan & Al Smith
BJ Snyder
Michael Sunanda
Sandy Stokes
Denyse Temple
Skip Thomson
Bessie, Weaver
Amy & Gary Young
Michael Griffard
■ a ■ ■ • • ■ ■ • ■ s + ■ ■ ■ ■ ■ ■ ■ r a ■ ■ ■ ■ ■ ■ ■ • ■ ■ ■ ■ r ■ ■ • • ■ ■ ■ ■ ■ ■ a ■ r ■ ■ *Soo**** ■ ■ •
Mainstreet Members
Kimo's ono Hawaiian Food
Kehena Beach .�I ssociation
_P.acific Juggling Institute
Kalani Honua
Godmother's Restaurant
Montessori School
Black Sand Subdivision
KB IG Radio
Bay Clinic
Kalapana Seaview Estates
Puna Bees
Electaro Motor Services
Pahoa Coffee Shop
Pahoa Beauty Shop
Island Wide Associates
Pahoa Home Video
Smith Tires
Hawaiian Hemp Company
Pahoa Hardware
huna ohana
Paul's Repair
Coffee Times
Pahoa Buy & Sell
Steve & Sandy Long
W.H. Shipman
Dairy Queen of Pahoa
Pahoa Village Center
Pacific Mystics
Drainpipe Plumbing
Pahoa Natural Groceries
Bank of Hawaii
Akebono Theatre
Makalei Country Club
Jack's Tours
Hawaiian Airlines
Yamanaka Enterprises
Hawa u Island YNVCA
Pandanus Publishing
Sure Save Supermarket
Pahoa Schools PTSA
Puna Theater Group
Pahoa Lumber
Puna outdoor Circle
Patchworks Realty
Ron Phillips
Glenn Hara
Helene Hale
Susan Drum
S harmon oyadomari
Pat Rocco
Norman Higashi
Ja Huntzinger
Mike & Gail Clark
Don Romero
Kathleen Freshwater
Ginny Aste
i
W:
APPENDIX III Background of the Puna District
Based on data and information in the 1989 n of Hawaii General Pla the 1979
. , n, P n
fgm..munitvD vel meet Plan (County of Hawau), the 1993 Puna Communitv I ]evel meet
P (County of Hawaii), and the County of Hawau 1995 Data B ok.
A. DISTRICT PROFILE
The district of Puna is rich in ancient Hawaiian cultural history and lore dating
. �� ry . , g back
to King Kamehameha I and the law of the splintered addle ", where in his attempts
. P pts to
conquer the island under one rule as a young chief, Kamehameha landed at a small fishing
village on the Puna ��
g coast, known today as "King's Landing", to invade the district. He ran
into a group of frightened villagers and was soundly beaten over the head b
. Y y one of them
with a canoe paddle. The ink cries he suffered and the circumstances with which it occurred,
caused him to establish the "law of the splintered t
addle" after this incident, P , a under
his rule, all men, women and children were guaranteed safe travel on the island's '
. � pubhc
trails and pathways as long as he was chief.
The district is also noted for its association with the Goddess Pele. It ' '
ns in this
district that the still active 13,000 foot volcanic peak of Mauna Loa sits. ' '
in P Volcanic activity
in the Puna district has been an important part of its recontact history and continues
. P ry ues today
as the Kilauea crater on the southeastern flank of Mauna Loa continues to u '
p sh up active
cinder cone vents. The most active of these is the newt built Pu'u O V '
. y Vent, which has
continues to send lava flows into the sea for the last 13 years.
This recent volcanic activity has demolished several scattered settlement areas and
historic sites. Homes in Kalapana, Royal Gardens subdivision and Kai
mu Kaimu have been
covered by lava flows, along with the inland coastal s ' g area fed by fresh water
springs known as "Queen's Bath" and the famous black sand beach at Kai
mu.
In ancient times, no strong family lines evolved in the district to have ower v
p over any
of the other districts, so historically the lands of Puna almost always went t i
y o the rule of Ka u
or Hilo. The most significant historical feature known in Puna was thew ' .
aha ula Herau,
located in the Hawau Volcanoes National Park. This was the first luaki ' `
m hetau (temples
presided over by the high chiefs) to be build b the priest Pa'ao circa 12
in Y P 75 A.D., and the
last in use until its destruction was ordered by Liholiho in 1820. In 199
3, the current flows
of lava emanating from the Pu'u O Vent threatened to cover this site ' '
and its related visitor
information and display center materials. The informational materials were removed and
were given to the Mainstreet Pahoa program and the lava covered the hen
au.
Other historic sites include
Mackenzie Petroglyphs Malama -ki Hawaii Register
g ster
�j' fo
King's Highway Malama -ki Hawaii Register
Puna -Kau Historic District various National Register
The district also holds portions of the Volcanoes National Park cont auung the world's
longest standing active volcano, large undeveloped subdivisions, forest reserves, and several
small concentrations of populations. Most of these "nonconforming" subdivisions were
created prior to the adoption of a Comprehensive Zoning Ordinance, and consist of small
parcels ranging from 10,000 square feet to 3 acres in agricultural zones often without water
service, electricity, or ready police or fire access.
It was at one time the center of large scale sugar plantation production and must of
the district's early 20th century history is based on activities surrounding sugar production:
worker camp settlements, sugar mill operations, and cane transportation to Hilo harbor.
Currently, diversified agriculture in the form of truck farming occurs, including such products
as truck farm produce (ginger, papaya, taro, macadamia nuts, coffee), flowers (anthuriums,
orchids, tropical heliconias) and foliage (palms, dracenas, ti ).
Puna Geothermal Venture (PGV) is located within the district at Pohoiki and
operates the only geothermal vent system in the state, where natural heat energy from the
earth is harnessed for electrical power generation. PC V produces 26 megawatts per day of
alternate energy or 15% of the island's energy grid through the Hawaii Electric and Light
Company distribution grid. Except for Fulani Prison, a low security honor camp for state
inmates, there are no major government installations int he Puna district.
The visitor industry has little visible effect on the Puna district. Visitor attractions
in the district primarily consist of coastal scenic drives and the site of what was once Ka0
Black Sand beach, now covered over by recent lava flows at the Kalapana coastal portion
of Volcanoes National Park. -
Puna serves primarily as a residential area for commuters to jobs in the city of Hilo.
It has registered the largest increase in population growth, both in percentage and in real
numbers, growing from 11,751 in 1980 to 20,781 in 1990, for an increase of 77% over this
10 year time period. The only other district to exceed that growth percentage is South
Kohala, going from 4,607 to 11,700 or 98% for the same time period, largely due to the
impact of resort development and tourism expansion on the west side of the island. Since
1990, Puna has continued to grow at the fastest rate county -wide (29 %) increasing from
20,781 to 26,700 in 1994.
The district has experienced a tremendous growth in population and housing
construction over the years. The availability of residential size lots t relatively inexpensive
prices, and its proximity to the Hilo urban and employment center has contributed to this
growth. Most of the growth in housing construction ha been single family units and in the
nonconforming subdivisions. As a result, many of the homes are served by individual water
catchments, electric generators and propane tanks.
a'
In 1984, Puna Sugar Company ceased operating its sugar plantation. Since its closure
the company has sold its plantation camp houses to its employees and has also made
available one acre subdivided parcels to its former employees. There may however be
future problems as the plantation houses are old and while the structures are individually
owned, the land is held in joint tenure with others in the plantation cam . Future
subdivision or transfers in ownerships in this situation are likely be complex.
P
While the district has shown an 177% increase in home construction, this district also
has the largest number of vacant parcels (51,002) which indicates further potential for in-
of the subdivisions. According to 1980 census data, approximately half of h
in PP Y the
households in the Puna district earn incomes of less than $15,000 a ear, with 35 %a reporting
• y . ,
incomes of less than $10,000. Nevertheless, 74% of the dwelling units are owned in fee.
County facilities include Parks, Schools, Police, Fire, Transfer Stations and County
tY
Base Yards. Public school complexes in the Puna district are located in the communities
of Keaau, Mt. View and Pahoa. The 16.57 acre Keaau complex has a total enrollmen
P t of
683 students, and the 12.35 acre Mt. View complex serves 554 students both from
kindergarten through the eighth grade. High school students commute to the waiak
ea
School complex in South Hilo. The 28 acre Pahoa complex serves an enrollment of 1
P ,577
} students form kuidergarten through the twelfth grade level. Two rivate schools are located
d
between Keaau and Pahoa with a total enrollment of 282 students including the Henry
�. opukahaia School. There are three branch libraries in the district located at Keaau, Mt,
View and Pahoa.
Pahoa has a twelve -man full time fire operation. This operation serves the Pahoa-
Paradise Park, Kalapana- Kapoho areas. 13 miles away in Keaau is a 24 hour 18-man .. Y 8 man
facility. Hawaiian Beaches, Leilaiu Estates, and Hawaiian Paradise Parks subdivisions have
eight hour volunteer facilities, with 10, 5, and 18 men respectively. The Police
Station
headquarters for Puna is housed in the Keaau public office complex with a 24 m
. P , p an force
covering the entire district. A 2 -man substation is located an Pahoa Village.
A public office complex is located in Keaau which serves the entire district and
houses police, fire and courtroom services. No state agency is located there due to the
relative proximity of the district to Hilo. Post office facilities are located at
Keaau,
Kurtistown, Mt. View, Pahoa and the Volcano area. The County aintains a '
ty public works
baseyard in Kurtistown and a State Highways base and is located in Mt. View.
Y
There are three public cemeteries serving the district at Kaimu Malama -Ki and
Kehena. The latter has been covered by a lava flow. There are four maj or water systems
in the district: olaa- MLView, Pahoa, Kapoho and Kala ana. The Pahoa water � P to system,
located in the geographic center of the lower Puna region, extends from
Keonepoko
Homesteads down along portions of the Kapoho and Pohoiki Roads. All evidence
e indicates
that the Pahoa wells can obtain water of excellent quality, as salmi is q tY� ty concerned,
in amounts limited only by the capacity of the pumps.
The Puna district is characterized by many small towns, largest which are Keaau
and Pahoa and the widely spread non - conforming subdivisions. Coun community parks
are located at Hawaiian Beaches subdivision, Mountain View, and Kurtistown. Tennis
courts and ball elds are available at the district park known as Shipman Park in Keaau.
There is a neighborhood center in Pahoa which '
g loch is heavily used for community meetings and
events, educational, cultural and senior citizens programs; health and welfare programs, and
indoor recreational activities. School playfields are used at Keaau, Mountain View and
Pahoa.
The County's 1.7 acre Isaac Hale Park is a beach park which offers picnicking,
camping, fishing, surfing and swunming when the ocean is calm. A boat launching ramp
facility is presently provided adjacent to the Park at Pohoiki Bay. The 22.5 acre Harry K.
Brown Park and Ka0 Beach Park (11.4 acres) are County recreation areas in Kalapana
used for picnicking, camping, surfing and fishing. The state -owned ancient canoe land site
area adjacent to the Kalapana Star of the Sea Catholic Church is often used for picnicking,
fishing and swimming. MacKenzie State Recreation area (13.1 acres) is an ocean- oreinted
and forest park located between Pohoiki and Opihikao at the edge of the Mala -Ki Forest
Reserve. Fishing, picnicking and tent camping are recreational activities of this park.
Within the park is a a well- preserved segment of the ancient Hawaiian King's Trail.
The County's undeveloped Nanawale Park site, consisting of 78.3 acres is ocated
adjacent to Honolulu Landing, along the Puna Coastal Road between Kapoho nd the
Hawaiian Shores Subdivision. Near the Kapoho- Pohoiki junction, the Lava T ee State
Monument (17.0 acres) features lava trees and large volcanic earth cracks and has a
footpath, picnic facilities, parking area and restrooms. The park is landscaped, well
maintained and has adequate facilities and area for present use. The County's Glenwood
Park (1.1 acres) located along the Volcano Highway adequately serves travelers as a picnic
and rest stop. Within the Puna district are 60,000 acres of the total area of Hawaii
Volcanoes National Park. The facilities of the park for passive and active recreational are
readily accessible.
Primary routes within the Puna district are the Volcano Road (Hawaii 11) which
provides access to Hilo and serves the upper Puna region; the Puna Road (Hawaii 130)
serving lower Puna from Keaau to Kalapana- Kaimu; the Kapoho Road (Hawaii 132) from
Pahoa to Kapoho, and the Puna Coast Road (Hawaii 137) linking Kapoho and Kalapana-
Kaimu. The latter road is basically a one -lane cinder road while the rest are all- weather,
surfaced roads. The majority of the roads throughout the district are inadequate by present
standards with the exception of the Volcano Road between Hilo and Keaau which has the
only 4 -1ane divided highway on the island. Most private roads in large subdivisions are
cinder surfaced and deficient in layout and construction. There is also a network of private
plantation roads throughout the area.
There are several small private aircraft landing strips which were developed by the
sugar industry for use by crop dusting single engine aircraft. These are now abandoned.
There are no developed harbor sites in the district, Kumukahi is bein g evaluated as a small
boat harbor site by the U.S. Army Corps of Engineers. A boat launching t Pohoiki
is heavily used by fishermen, but lacks adequate on -shore improvements, such as . arkin
P g
The urban and rural centers, industrial areas and resort areas in the Puna district are as
follows:
urban /rural centers industrial area resort
Keaau
Keaau Papal
Pahoa
Pahoa (Intermediate)
Kalapana
Kapoho
Kapoho
Panaewa
Kurtistown
Mt.View
Volcano
The general area occupies land use classifications in orchard and conservation Land
Use Pattern Allocation Guide Map 1959) with no resort or high density urban development
. g tY P
designations. Medium density areas are located at two sites: Pahoa Village and Hawaiian
... g
Beaches subdivision. Low density areas are more numerous, including the Pahoa Village
.. ... g g
and the Hawanan Beaches Subdivision, along with Vacation Village and Vacation Lands
., g
subdivisons along the eastern coastline at Cape Kumukahi, Na.nawale Estates Subdivision
inland between Pahoa and Kapoho, and the southerly oastal areas at Kaimu and Kala
Y papa.
There are also scattered areas designated as intensive and extensive agriculture rimaril Y
used for papaya and macadamia nut orchards, foliage and flowers, and other tropical fruit
P
production. The only area designated for future "urbanexpansion!' which could range from
low to high density, industrial or open area options, is around Pahoa Village.
rW,
APPENDIX IMB Some of Puna's ancient history
Source: Ancient Sites of Hawaii by Van James, Ho'omana'o Arts, Honolulu HI 1995
0
"Puna" means spring, and is the home for many ancient sites.
Cape Iumukahi: "kumukahi" means "first be ' gs ", and is so named for a
migratory hero from ' who landed here and is represented b a large red stone. H'
�' ry P y g is
two wives, also standing here as large Rohaku were able to manipulate the seasons by
pushing the sun back and forth between them. Kumukahi is also the name of a chief who
ridiculed the volcano goddess Pele and thereby received her wrath in the form of a lava flow
that created the cape. It is told that those who worshipped the sun brought their sick to be
healed at this place.
The cape is also known as King's Pillars or King's Landing, and is the place where
a commoner hit Kamehameha the Great with a paddle while the foot of the lii was caught
in a rock crevice. The king had been chasing innocent fishermen during a battle. He later
decreed the "Law of the Splintered Paddle ", forbidding the accosting of bystanders durin g
• .9
both tunes of war and peace. P i (crab) is the old Hawauan name for Dings' Landing
(and was also the name given to Kamehameha the Great as a younger chief).
The Cape is the easternmost point of the Hawaiian islands, receiving the first light
of dawn. It was a site sacred to the rising sun, and is remembered as a place of healing and
of mina (Spmtual power). Nearby, atop on old volcanic mound surrounded by a recent lava
field is Iu ki'i (standing image) heiau. The walled platform of common field stone measures
more than thirty feet by fifty feet. Kuki'i is presently overgrown with coconut and lauhala
trees and only a few rock walls are visible. Incredible view must once have been possible
from this ancient temple, which was traditionally connected to the practice of astronomical
observation. It is believed to have been built either by the high chief 'Umi in the 16th
century or by Paka'a, one generation later. Tradition also says the heiau was used for
kobegheo (poisoning) by k h n (priests). The heiau was still considered significant up to
at least 1877, when King Kalakaua brought some of its stones to Honolulu to be used in the
construction of the foundation of 'Iolani Palace.
rfi
a
rr,
APPENDIX III.0 Features of Natural Beauty in the Puna District
(source: County of Hawau General Plan)
Waiakolea Pond 1
1- 2- 03:596 K
Kala ana
Viewpoint (Ka Lae Ahole 1
1 -2_ p
Kalapana
Kehena Black Sand Beach 1
1- 2 -09 :21 K
Kehena
Viewpoint - Shoreline 1
1 -2 -09:22 K
Kekeekee
Viewpoint- Shoreline 1
1 -3 -04:71 i
ihikao
Warm Springs p
1 -3 -08.34 P
Mango Grove, Pohoiki Road 1
1-3-081-5495 P
Pohoiki
Viewpoint - Shoreline 1
13 -08.5 P
Pohoiki
Keahialaka Spring, Road 1
1 -3 -08:15 K
Keahialaka
Shoreline 1
1 -3 -08:15 K
Keahialaka
1960 Lava Flow 1
1- 4-02:1 K
Kapoho
Viewpoint (Puu Kukae p
1 - 4-02:2 K
Kapoho
View from Green Lake Hill 1
1-4 -02:31 K
Kapoho
Kapela Bay (BI.Sand Beach p
1 - 403:13 K
Kahuwai
Viewpoint - Shoreline Hilo /Puna 1
1-4 -03:13 K
Kahuwai
Viewpoint/Tidal Pool 1
1- 4-03:13 K
Kahuwai
(Makaukiu Pt.)
Viewpoint- Shoreline 1
1-4 -03:19 H
Honolulu
(Honolulu Landing)
Viewpoint - Shoreline 1
1- 5- 63:1 -4 W
Waiakahuila
Cove w/ Stone Beach 1
1- 6-01 :25 K
Keaau
Kapoho Tidal Ponds 1
14-02 K
Kapoho
Viewplane from Pahoa 1
1-2-04,106-07909 -04,06 -07,09 K
Kalapana Hwy looking makai
APPENDIX IV
County o. Hawaii General Plan Goals, Policies and Standards and the proposed Mai 11 street
Pahoa Association Village Park concept
Economic Goa1: The n all -provide an economic environment which allow - new,
n r i r v ec nomic o pities that are m atibl with he Co 's
natural n i 1 environment.
The proposed role of the County in the Pahoa Village Park concept is the purchase
or friendly condemnation of 4 acre of a private parcel of land for the development of the
Village Park site; this is in keeping with the county's goal of providing an economic
environment which allows improved economic opportunities that are compatible with the
County's natural and social environment. The social environment is one which contains the
historic past of the settlement area, which would continue to be preserved and maintained
through the village park display and exhibit areas in combination with the historic Akebono
Theater facility.
It is also in keeping wath the County's Economic Policy of having county capital
improvements program designee. to improve the quality of existing commercial and industrial
areas. Pahoa Village could be a vibrant settlement of shops, food establishments and gift
shops along with its service station, post office, grocery stores, and public facilities with an
increased volume of visitors during the day. Otherwise these existing businesses will
continue to have a high turnover in ownership and go through shut downs because of a
diminishing volume of business. Purchase of the proposed village park parcel is in keeping
with this policy of maintaining and improving existing business through county capital
improvement projects. It works hand in hand with the construction of the community
swunmmg pool across the street from the parcel in question, flanked by the community
center and fire station.
E n rru P li Conn
shall n ra h velo ment of a vi itor indu= whi h
is i nt wilbLIhe social, phni:ggl-and economic oafs of the-residents of th C n.
The village park is consistent with the development of a visitor industry that is not
large scale resort development which is not compatible with the Pahoa Village area which
is characterized by an interesting array of recreational, historic and industrial features more
appealing to the group visitor on a guided tour or the independent traveler in a rental
vehicle. This type of traveler, along with Bed and Breakfast Accommodations are more in
keeping with the rural lifestyle enjoyed by residents of the Puna District and in the Pahoa
Village area.
r, r$
Hist ric Sites Qjaals
. Pr c n enhance h ins ildin nd 'e s of si 'f"icant his on 1 nd I
. ral
i=Qrtance to Hawes
. Access to significant historic sites buildings and objects of public interest should be made
available.
Historic Sites Standards
unique exam le of a particular style or period
. one of the few of its age remaining
. sites of traditional and cultural significance
Many buildings in Pahoa town reflect the early architecture of Hawaii. The Akeb
ono
theater and what is currently known as the "Bamboo House" was built approximately pp rely around
the 1920's. The western style storefront character of the 20 to 30 buildings that front
Pahoa's "main street" known as Pahoa road. It is the only one of two representative ve samples
of towns on the big island which have a substantial number of older commercial coal structures
reflecting the stylized architectural features of this period. The other is Han '
in P oka a taws
located in the R.L.
a region of the island.
Honoka'a's "main street" or Mamane Street was the subject of a study yin historic
island architecture by the Irrational Trust for Historic Preservation. In a 1976 study, it made
the following observation:
"... Simultaneous with the growth of Hawaiian agriculture in the late 19th and early 20th centuries, small
communities developed as service centers for surrounding cattle ranches and sugar and pineapple
plantations. The p pP
p village developed vernacular architectural styles [defined as a type of architecture
conceived and created by people without help from a professional architect), similar in a arnace to
towns of the American frontier, et each had its own distinctive pP�
Y e adaptat�ans to the Hawau•' an climate and
cultures .. " Honk 66 Hawaii: -Guidefines and Recommendgdo s for cr McrrnQne Street- ffjQfic �}' •
National Trust for Historic Preservation in the United States, Western Regional Offrc4 Preservation press
1976 '
The project will not only protect and enhance these features as well as those historic
e historic
sites in situ on the parcel itself, but will provide Agg..ess and information as one of the few
of its age remaining. It will, provide access b way of identification and description
. .. Y , Y , escriptlon of these
buildings and sites of traditional and cultural si cance through the
• g� g future development
of an interpretive . p ,
rp tie program for the town and the project area, as well as maintain a
permanent exhibit and display area within the Village Park itself.
The display area will provide the credibility and validity of the local history of the
a
area, and provide opportunities for the parcel to recapture the "town center" that it was
through improved facilities for a farmers _market. Research has shown that in the past, the
project parcel was a "town center" having been occupied by the railroad turn- around
platform, Z or 3 plantation worker camps, a "sumo ring" where Sunday sumo competitions
were popular forms of community entertainment.
The historic Akebono theater, representing a chain of wooden theaters throughout
the island which Were constructed in plantation camp areas and eventually owned and
operated by Japanese families. The park area also contains the site of an old sumo ring,
reflecting one of the main recreational outlets for plantation workers as several former camp
(residential structures) sites ring the park parcel. A section of the proposed park area also
holds a historic railroad turntable (concrete disk in the ground) marking Pahoa as the end
of the line of the Hawaiian Consolidated Railway which ran sugar from points along the
eastern coastline of the island to the docks at Hilo Harbor, for shipment to Honolulu.
The parcel also was the site of early timber mill operations, which first established
Pahoa as a commercial center and terminus for the Puna District. These lumber activities
preceded the development of sugar and plantation life. Therefore the concept of a Village
park which would help preserve local sites and related interpretive information regarding
the previous land uses and related historic significance will greatly reinforce community
identity and history for both resident and visitor alike.
With the development of a display area and site markers, as well as providing
restrooms and nearby merchant shopping and dining, the development of a Pahoa Village
Park with interpretive historic sites is the only way to achieve a visitor stop by local tour bus
companies. An attraction with restroom and refreshment facilities is badly needed in the
Puna area for group ground tour operations. Nanimau Gardens presents a good example
of a partnership between a ground -based attraction and group ground tour operations,
Recreation Goals: Provide a diversity of environments for active and passive pursuits
Recreation Pglicies
Recreational facilities in the County shall reflect the natural. histor c and cultural
h r r f -the area
The use of _land adioini g recreation areas shall be compatible with commun tv
valmes. physical resources-and recre tin otential
. The ConZuhallAevelop local citizen leadership and partici2ation in recreation
.planning. maintenance and programming.
The Village park concept would enhance what is already a recreational and
community center for Pahoa Village, to be located adjacent and across the street from the
4 1 {
existing county community center where classes, meetings, s and '
. , . gss workshops, other surular
activities take place, and adjacent and across the street from the new communi swimrm
. tY ng
pool, now under construction. There is also a large ball field located adjacent
� to the
community center and swimnaring pool.
The village park will reflect the historic and cultural character of the area by
enhancing the present Akebono theater, the oldest theater still operating in
p g the State of
Hawaii which is located adjacent to the proposed village park area. The
park will also
feature the Waha'ula visitor center display relocated from the Volcanoes National onal Park
when lava flows from the current Pu'u 0 vent ongoing eruption threatened t
g g P o cover the
Waha'ula visitor center with its exhibits and displays about the historic h
eiau located there
at Waha'ula.
The park will reflect compatible community values, physical resources and r
. P Y recreation
potential by preserving and enhancing the cultural and economic histo ry Pahoa Pah village.
It will highlight the area's sugar plantation history by restoring a one time active sumo ring
used for Japanese wrestling for entertainment of camp workers provide maps and
information
on the several plantation worker housing "camps" in the area g cam p ea same area that
would be occupied by the village park, and restore the remnants of a railway turn around
platform which served the Hawaiian Consolidated wa Rail which shipped peed loads of sugar
from the Puna plantation operations from Pahoa to Hilo bran supplies, '
�g mail and other
goods for the plantations on its return trip from the town of Hilo.
The proposed village park reflects County support of local citizenship leadership
. , PP p dership and
participation 1n recreation planning, maintenance and progr as an initiative f
. g o the
Mainstreet Pahoa Association whose membership represents the 22
. P P .. businesses currently
located in the general area of Pahoa village. Such an uutiative would n '
g of be possible rf not
din for the County's support of long stan regarding the privately own ed land parcel being considered
for a village park site. The Coup has worked with State '
County to legislators in
attempting a land "swap" for the landowner for state land located elsewhere.
e. It �s difficult
to see what commercial value the parcel would have for its landowner a '
t this time of
economic downsizing and diminishing visitor interest in Pahoa and the surrounding u rounding area
since the destruction of the main visitor attraction, black sand beach each at Kalmu, by recent
lava flows. Prior to its being covered b lava, I a 0 beach was
.. Y noted for its numerous
visitors and use by local residents, and was often featured in many travel posters depict"ing
Hawaii and the big island. The County is still supportive and is
. tY PP currently contemplating
funding a purchase of sand g
g P parcel, or proceeding with a "friendly condemnation" whereb
y
exercise of its powers of eminent domain, the Coup could purchase the '
. County P parcel on the basis
of its serving a larger public good, at fair market value.
4 The Pahoa Village park would be more like a neighborhood park, located within a
larger community center or park. Neighborhood parks are defined under the County of
Hawaii General Plan as a places which:
provide open space in urbanizing areas for the general aesthetic enjoyment of the
outdoors, play areas for young children, and a social gathering place for the
neighborhood. It is usually up to 4 acres, within the center of the neighborhood and
preferably adjacent to a school. Its minimum facilities include restrooms; drinking
water; parkkeeper's storage; walking and jogging paths (bike and skating paths);
courts for basketball, volleyball and tennis; ballfields for tetherball, baseball/softball
and soccer; play area and equipment for young children; and an adequate and
defined parking area.
The main features of the proposed village park which fit into the above definition are:
• open space in urbanizing areas for the general aesthetic enjoyment of the outdoors
• play areas for young children
• a social gathering place for the neighborhood
• up to 4 acres
• walking and jogging paths
• play area and equipment for young children
• adequately defined parking area
The community park definition under the County's General Plan includes:
go . a community recreation area serving a 1 mile radius in urban areas and entire
community in rural areas to provide active and passive activities
. between 4 and 8 acres, within the center of the community or several
neighborhoods
. Facilities include recreation building with multi- purpose room, office, storage,
restrooms, and parkkeeper's room; swimming pool; gymnasium; courts for basketball,
volleyball and tennis; ballfields for softball baseball, soccer, football; play area and
equipment for young children; walking and jogging paths; picnic and passive area;
night light and adequate defined parking area.
Of these features, the village park proposal would include
. walking and jogging paths
. play area and equipment for young children
. night lights
. adequately defined parking area
picnic and passive area
. restrooms
Land Use: commercial Development Goals
Provide for commercial developments that maximize convenience to users
Land.Use: commercial „Development Policies
In gn effort to a5sisl "istinz commeTcial dMelo2.ments, urban ren w 1
.uhabilitation. aAn./cr redevelopmentprQeraM5 5hzil be un-dertaken in moperation,
with ggmm ni ie sine se -and vernmental a ncies. The ke to the cc f
these bus. kin f r r m i c iv n s ined ar i i ion from c mm niti n
inesses
The Pahoa village project represents exactly the kind of partnership g bein called for
in the above commercial development goals and policies in that the Mainstreet program's
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mission is to redevelop and maintain the character of small towns with the cooperation of
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existing merchants and government agencies. The development of this marketin g and
business plan reflects the support of the State government b way of funding, and the
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support of the County of Hawaii by way of willingness to explore acquisition of the privately
owned land parcel and convert it to public use,
Pahoa village presently serves as a combination of what is identified in the General
Plan as a "neighborhood center” and a "community center ". A neighborhood center
g
provides: convenience goods, e.g., foods, drugs and personal services; a or supermarket and/or
1
drugstore; 5 to 15 shops, 5 to 10 acres in size; and serves approximately 3000 people. A
. PP Y P P
community center provides: convenience goods plus "soft lien" items such as clothing and
hard line items, such as hardware and small ap liances; major shops include a variety P ] P ty r o
j or department store; P
consists of 20 to 40 shops; takes u 10 to 30 acres; and serves
approximately 15,000 people.
A 15
0
Appendix V Cguntv of Hawaii 1997 foM=nitv Dev 1 ment Blo k Grant A lication.
The County Housing and Community Development agency submitted an application
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for land acquisition costs for the Pahoa Site for a multi- purpose community facility under
the Small Cities Community Development Block Grant. The 1990 census indicates that in
the Pahoa- Kalapana Div. the median family income is $18,910. The medium family ncome
for fiscal year 1966 for the County of Hawau .. . �s y
$40,600 and for 1997, $41,800. Based on
the 1990 Census, there are 283 families of which 53 or 18.7% have incomes below the
poverty level. There are 32 female household families of which 9 or 25.1% is below ove
P rty
level. By 1990 Census designated place, of the 1,099 persons, 247 or 22.5% are below
poverty level and of the 806 persons 18 years or over, 164 or 20.3% is below poverty level.
Of the 226 persons 65 years and over, 44 or 19.5% are below poverty level.
There are 11,993 households made up of 20,781 individuals. There are 7,537 elder}
and 2,203 persons with disabilities, for a total of 30,531. There are 887 female head of
households. The benefit area has the highest number of participants in "aid to families with
dependent children" program. 75% of the students at Pahoa are on free or reduced cost
lunch. The Hawaii State Dept of Labor and Industrial Relations, Research and Statistics
Office, as of October 19, 1995, reported that the Pahoa are has an unemployment rate of
15.7 %a, which is the highest in the State,
The Puna division is made up of the Hawaiian Beaches, Hawaiian Paradise Par
Keaau, Curtistown, Mountain View, Pahoa and Volcano districts. The Pahoa, Kala ana
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district covers a general land area of 696.91 sq. km. The Puna division is made up of census
tract 210 and 2116
The acquisition of the lot will allow the County with the assistance of the Pahoa
Main Street Program to provide the Pahoa community a safe area that will focus on the
town. The Pahoa Community Center will be used to house sponsored events by the various
community groups and the Pahoa Mainstreet Program. It will provide a safe lighted parking
lot, a covered bus stop and needed public restrooms. It will help to eliminate the use by
drug dealers and addicts that presently congregate in the area. The development of the area
will provide a safe access for children on their way to and from school and town activities.
The proposed application project addresses both the County and the State's to
in ty p
priority 1. in the County's Consolidated Plan for Community Development Priorities: to
encourage the provision of public facilities, infrastructure improvement, and accessibility
improvements that effectively service community needs, and seek ways of improving public
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service through better and more functional facilities which are in keeping with the
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environmental and aesthetic concerns of the community.
By acquiring the property, the county will comply with Priority No. 1. The site will
be used for amulti- purpose community center that will provide needed youth activities that
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is lacking int he area at the present time. Presently the site is used for illicit activities, such
as an area for addicts and drug users to congregate. The multi- purpose community center
could also provide services for the disabled, youth services, substance abuse services, crime
awareness, child care services, health care services and other public service needs. The
Center will be able to provide a safe and secure area that community can gather for
community meetings. it will provide additional parking, public restrooms and a covered bus
stop.
Because of lack of other funding, CDBG funds are needed to acquire the site, and
carry out planning, design and construction of a multi- purpose community facility. This
center will provide needed recreation activities for the Pahoa are. Especially for tens in the
14 to 18 year bracket. It will help to eliminate the drug, vandalism and robbery problem
that now permeate the area. There will be no other source of funds. The County intends
to submit another application for the construction of the multi- purpose community center
itself.
The facility will also provide benefits to the entire community. Activities that the
Pahoa Mainstreet Program sponsors will be able to utilize the facilities. The additional
parking and public rest rooms will help to enhance accessibility to the surrounding
businesses. Children will have a safe route to and from school. The most significant direct
benefit to the community will be that the area will become the focus for Pahoa Town, thus
providing a safe and secure area to hold community activities.
Indirectly it will provide the business community an economic boom by providing
needed parking and making the town businesses more accessible (parking presently is
extremely limited as curbside parking is practically non existent along the narrow 2 lane
Pahoa road that runs through the narrow 2 -story store front styled town buildings). The
project will also help alleviate the drug, vandalism and robbery problem that plagues the
area. It will hep to eliminate the criminal element that surrounds the area.
Under the business plan presented herein, MSP would pay a nominal lease fee for
a designated vendor area, and be responsible for managing a vendor operation as a revenue
source to cover both the lease fee and to generate funds to maintain a visitor information
center and mini- museum exhibit area.
A yo
0
APPENDIX VI Various Proposed Site Plans
Site Plans for the proposed Pahoa Village Park can be scribed in three hase -
p s.
PHASE 1 Present state TMK (3) 1- 5- 002 :024 Open Space, owner: AmFac JM
B, Inc.
Acquisition Utilizing funding under the County of Hawau's Community
Development Block Grant (CDBG), an Environmental Assessment as
required under this funding is currently being conducted as a prelminary to
the acquisition of this parcel for development as a county park with multi
purpose facility to meet recreational needs for residents of the Lower Puna
district. The process includes an inventory of historic sites, any contour and
drainage problems, waste material residues and identification of any endemic
flora and fauna.
PHASE 2 Site desi n and development of basic coup ark infrastructure: county p rest rooms*
,
bus station; community police office; parking lot
improvements and bike rack;
lighting; multi- purpose facility and/or gymnasium; c dren's la round are
p yg a
PHASE 3 MSPA enhancements: farmers market operation; visitor information and
interpretive history exhibit area; restored historic sites (sumo rin railr . g, railroad
turntable); informational materials regarding the points of interest in Paho
. P a
Village and the Puna District
This section contains the following attachments:
A. MSPA Strategic Plan map
B. TMK parcel snap
C. One of the various community -use proposals for this parcel general area parcels
D. County Parks and Recreation conceptual configuration and text
E. Proposed park site plan (sketch) for this report
F. To -scale site plan for this report
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LUCA�TOrr-W SQ ARE
Development Propos a 1
A town Square wi l 1 be developed within the Pahoa Village area .
As an initial step, a :�ormuni ty development block grant has
been secured to purchase a 4+ acre parcel (iMK: 1 --5 -02 s o }
fronting Kauha 1 e Street ► across f rorl the Pahoa Con-miuni ty
Center. A portion of the parcel a�so fronts Pahoa Road,
between the `SBA Hall and Akebono Theatre.
Proposed within the totgrt square is an ai`riphi theatre, courtyard,
farmers market, co.vmmuni ty po 1 i;-e office, ripen l awn areas,
restrooms, and parking (schemaLic plan attached).
! "hfC- amphitheatre, surrounded by informal seating, *tai l l be the
point of the town square and will be used for CLtltural
evonts, theatrical performances, etc.
The farmers market will consist of a paved surface and portable
covered stalls. The paved courtyard, containing fixed seating,
con be used for outdoor displays, informal 'talk. story'
sessions, a rest area, etc.
Restroom facilities will be developed to serve the town
square. A parking lot fronting Pahoa Road wi l j serve the town
square as well as businesses in Pahoa Village. Additional
parking is available at the adj acs nt- Pahoa c;or oluni ty center and
swimr,i ng pool complex.
Paved walkways will connect all activity areas and a landscaped
buffer, consisting of shade trees, will be provided along the
perimetier of the site. All remaining areas will be grassed
and /or landscaped.
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