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HomeMy WebLinkAboutCOM 0021.129 2002-200411 Harry Kim Mayor County of Hawaii DEPARTMENT OF RESEARCH AND DEVELOPMENT 25 Aupuni Street, Room 219 • Hilo, Hawaii 96720-4252 (808) 961-8366 • Fax (808) 935-1205 E-mail: chresdev@interpac.net DATE: April 14, 2004 TO FROM: no James Y. Arakaki Council Chair and Council Members Jane H. Testa, Director FINAL REPORT Name of Grant Program: Federal or State Grantor: County Grantee Department or Agency: Grant No. (IF KNOWN): County Revenue & Expenditure Account Numbers: Amount of Grant: Amount of County Match: Jane H. Testa Director Kalapana Lava Viewing Program State of Hawai'i-Hawaii Tourism Authority Department of Research and Development Revenue: 3305.24; exp.: 010-161-5163.00 $50,000 Grant Period (Commencement & Completion): June 1, 2002 - May 31, 2003 Goals: To continue to expand and develop programs which fall under the umbrella of education tourism. The EDventure program offers itself as a conduit and partner for the myriad of edutourism programs, which could not be sustained by themselves. Objectives: To offer assistance and partnerships to the broader education community in support of smaller entrepreneurial visitor industry ventures like the Kalapana Ohana Experience. Outcomes or Results: see attached reports 0 2 Comm. No. Ref. To• — Ref. Date _ APR fi Form FR 6/01 s HAWAII TOURISM AUTHORITY BUSINESS DESTINATION MARKETING and PRODUCT DEVELOPMENT APPLICATION FORM APPLICANT INFORMATION: Organization (Full Legal Name) County of Hawaii/Research & Development Street Address 25 Aupuni Street, Room 219, Hilo, Hawaii 96720 Mailing Address Same Phone ( 808) 961-8366 Fax ( 808) 935-1205 Federal Taxpayer ID No. 99-6000567 State Taxpayer ID No Organization is a (check one): ❑ For-profit entity ❑ Non-profit entity PROGRAM/INITIATIVE INFORMATION: Program/Initiative Title Kal al ana Lava Viewing Project Brief description of your project (maximum 50 words).- Development ords): 30016002 Government entity Development of a Hawaii County prototype certified guide training program in partnership with the University of Hawaii at Hilo, the Volcanoes National Park Service interpretive staff, other economic and education based community nonprofit groups, tourism specialists, with training and employment priority to residents of the Kalapana community. See attached for budget. Project Start& End Dates 02 /01 /02 to 01/31/03 Amount Requested $50,000.00 Contact Person Jane Testa Name Phone- ( 808 ) 961-8366 Fax ( 808 ) 935-1205 BDt&PD-3 Director Title Email: chresdev@ interpac . net FAXED • • This proposal is submitted for consideration under the (check only one): 'X Product Development Program (check only one)' ❑ Agritourism Jl Cultural Tourism ❑ Eco Tourism * Edu Tourism ❑ Sports Tourism CERTIFICATION: 0 Business Destination Marketing Program (check only one)' • Health & Wellness • Technology a Other: The information contained in this application is true and correct to the best of my knowledge and belief. The document has been duly authorized by the governing body of the applicant organization. January 11, 2002 Signature ofA— u�zed Official Date Jane Testa Print Name BDMIPI)-4 Direct Title . . Budget for use of funds from Hawaii Tourism Authoriy Contract for Interpreter program development and training $ 10,000.00 Contract for overall program development and interrelationship $10,000.00 with various agencies Interpreter/security salaries subsidy for six months $ 30,000.00 11.5 hrs per day per position $ 50,000.00 x 3 positions 34.5 hrs per day x 7 days per week 241.5 hrs per week x $ 10.00 per hr = $ 2,415.00 per week X 26 weeks = $ 62,790.00 six month's cost for interpreter/security PROPOSAL TO HAWAII COUNTY OFFFICE OF RESEARCH AND DEVELOPMENT Title: "Kalapana Ohana Experience" (Natural History, Culture and the Environment) Project Director: Judith Fox -Goldstein University of Hawaii at Hilo Conference Center "HAWAIIAN EDventure" in conjunction with Destination Hilo EduTourism Product Development Grant Application Submitted to: Hawaii County Office of Research & Development 25 Aupuni Street Hilo, Hawaii. 96720 Date of Submission: May 15, 2002 TABLE OF CONTENTS General Background Description of Organization Qualifications and Expertise Project Description Description of Proposed Project Goals and Objectives Target Audiences: Target markets Promotional, Marketing and Advertising Activities Community Support and Involvement Budget Sustainability Project Impact Benefits and Outcomes 2 Page 3. Hawai'i County R & D Proposal 1. DESCRIPTION OF ORGANIZATION Destination Hilo (DH) is a private, non-profit corporation that registered in the State of Hawaii in 1986. Its primary purpose is to promote tourism to the Big Island East Hawaii. The mission of the organization is to make East Hawaii, and the Big Island, the "Cultural and Educational Capital of the World." Through close association with public and private industry, Destination Hilo strives to: . Increase visitor satisfaction, . Extend the length of the visitors time on the Big Island Develop a wide variety of innovative visitor activities and programs. Engage the community i4 uilding and developing sustainable tourism programs that are beneficial to the communities Increase the quality of life for island residents by contributing to a healthy economic and social climate Destination Hilo also provides vital greeting and networking services for the over 200,000 cruise visitors who visit East Hawaii each year. Through Destination Hilo's collaborative relationship with the University of Hawaii at Hilo, we have developed the State's most prominent and successful edutourism program, the Hawaiian EDventure Program. This innovative program recently received its second "Kahili Award" and was also distinguished as the recipient of the "Best in Show" award presented by the Hawai'i Visitors and Convention Bureau. The success of this nationally and internationally recognized program has well- established Destination Hilo's, and UH-Hilo's, credential in the field of Edutourism. The program currently provides a wide variety of educational and experiential outreach programs to a broad demographic market ranging in age from 8 to 80 years old. The programs primary focus is on creating sustainable tourism programs through educational, cultural, recreational activities that showcase Hawaii's unique natural resources and perpetuate the culture. The foundation of the program is community involvement and engagement. New programs are generated from the community's interests, needs and resources. 3 Page 4. Hawaii County R & D Proposal Our proposed module, "The Kalapana Ohana Experience", emerged from the desire of the Kalapana community to "tell its story" to visitors and future generations of Hawaiian children. Preservation of the culture is a priority for this community. Developing programs that are compatible with their life style, values and environmental resources is primary to the success of any sustainable visitor industry program. 2. QUALIFICATIONS & EXPERTISE/Project Director Project director, Judith Fox -Goldstein, has established herself as an expert both in the field of program development and administration. Recipient of the 1999 Athena Award, (Business woman of the Year), Fox -Goldstein has a strong background, representative of considerable awards and recognition, both in the academia and administrative arenas. Please reference Attachment A for resume PROJECT DESCRIPTION 3. DESCRIPTION OF PROPOSED PROJECT Built on a foundation of community support, the "Kalapana Ohana Experience", Iengage4the community in all stages of its development. Responding to voices from the community, and requests from visitors, this new EDventure module is being developed to meet the following objectives: To develop sustainable visitor industry programs that utilizes existing talent and resources of Kalapana residents and Kupuna throughout the island. Develop visitor industry program that provides information on volcanoes, geology and the cultural history of Kalapana Develop safe interpretive programs that will permit access to �fi� Kalapana,viewing site, when possible Develop programs that will appeal to the FITs, cruise passengers Increase employment opportunities for residents Provide training and educational opportunities in the visitor industry. rd Page 5 Hawaii County R & D Proposal Educational and cultural tourism has had a significant impact on the economy and the visitor industry on the Big Island. The Hawaiian EDventure Program, in cooperation with Destination Hilo, the University of Hawaii at Hilo, and hundreds of community partners, has created entrepreneurial edutourism programs that have engendered significant community and statewide support. The Kalapana Experience replicates existing Hawaiian EDventure modules and will serve to expand the multitude of optional activities offered to visitors. The Kalapana Experience fills a much needed gap because, currently, there are no on-going programs being offered in this region of the island. DEVELOPING NEW MODULES: During the past year, as we have been developing new modules in the education tourism field. It has become obvious that our state possess a wealth of resources waiting to be unearthed. The challenge is not whether we can develop these programs, but, rather, is the infrastructure in place to meet the growing demand for more programs? Do the communities want these programs? Is there a viable workforce ready and willing to be trained in the visitor industry? GROWING INTEREST FROM VISITORS: Requests for additional programs have increased exponentially with the success of the edutourism programs. We need to respond now in an effort to capture this new and burgeoning market. We need to develop an organized and trained ;F infrastructure able to respond professionally to this demand for edutourism programs in the Kalapana area. In addition to increasing interest from both national and foreign markets, we have seen a significant rise in requests for "soft learning" programs for adults, intergenerational groups and families. Our priority will be to develop the necessary marketing tools, training programs and resources to sustain the programs. Training a reliable core of interpreters will be a priority. 4. GOALS AND OBJECTIVES Our project proposes to continue to expand and develop programs which fall under the umbrella of educational tourism. Acting as a model for the state, the EDventure program offers itself as a conduit and partner for the myriad of edutourism programs, which could not be sustained by themselves. As a non-profit organization, our program is in a strong position to offer assistance and partnerships to the broader education community in support of 5 Page 6 Hawai'i County R & D Proposal smaller entrepreneurial visitor industry ventures like the Kalapana Ohana Experience. GOAL A. EXPANDING HAWAII'S REPUTATION AS A WORLD CLASS VISITOR DESTINATION FOR EDUCATION AND CULTURAL TOURISM THROUGH THE DEVELOPMENT OF INNOVATIVE AND EXPERIENTIAL VISITOR PROGRAMS. The award winning EDventure model has received significant recognition locally, nationally and internationally. Capturing the momentum is vital to the continuing success of edutourism programs in Hawaii. In this window of high visibility, we will move aggressively with a strong marketing plan, and the development of new program modules, which will attract a continuing broader demographic of visitors. With the growing interest in cultural diversity, Hawaiian history and the environment, our proposed "Kalapana Ohana Experience" will fill a programming void and, at the same time, provide significant benefits to the community. GOAL B. DEVELOP A MULTI-LEVEL "KALAPANA OHANA EXPERIENCE" THAT WILL PROVIDE INTERACTIVE ACTIVITIES FOR VISITORS AND MEMBERS OF THE LOCAL COMMUNITY. Presently, there is no organized Kalapana excursion that provides visitors with a comprehensive overview of the history, environment, culture or traditions of the Kalapana area. There is a need for a consistent interpretive viewing program that will include activities in the following areas: Natural History Culture and Traditions of Kalapana The history of the Kalapana area Geology Interpretive guided walks Volcanology Ethnobotany Hawaiian herbs and medicinal plants Music, legends and Hawaiian crafts Page 7. Hawai'i County R & D Proposal GOAL C. FOSTERING PARTNERSHIPS WITH COMMUNITIES Nurturing and growing partnerships is the foundation of the EDventure program. Building communities, within the visitor industry, is a high priority of the program. Forming collaborations with local businesses, community groups, academic institutions and visitor industry programs will lead to a healthier infrastructure with capabilities of sustaining itself. If communities are vested in the programs; if communities see value in the programs, if communities are consulted in the development of the programs, then the communities will take the responsibility of ownership of the programs, which is the ultimate goal. Collaboration and partnerships will be encouraged with public and private schools, universities, clubs, charter groups and institutions interested in internships and visitor industry lab (hands-on) experiences. GOAL D. DEVELOPING BUSINESS PARTNERSHIPS Developing relations with the business community enhances Edutourism programs and provides increased opportunities for expanded business for the private sector. Partnering with existing private businesses in the visitor industry has accelerated the marketing of educational tourism in the state. Expanding this effort, we will encourage partnerships with the local Bed and Breakfasts, transportation services, cruise ships, local food vendors and community organizations. GOAL E. SUCCESSFULLY MARKET THE KALAPANA OHANA EXPERIENCE AS AN INTEGRATED OFFERING OF THE UNIVERSITY'S SUCCESSFUL HAWAIIAN EDVENTURE PROGRAM A vital part in marketing edutourism programs is our strong relationship and association with the University of Hawaii at Hilo. The sponsorship of UHH offers a strong sense of credibility to our programs. The attraction of a University sponsored program serves as a testament to the quality and viability of the program. VA Page 8 Hawaii County R & D Proposal Continuing to promote educational tourism, in association with the University, will be a priority. The credibility, and substance, of a University program has a high marketing value and promotion of the Kalapana Ohana Experience will be integrated into our current marketing of other EDventure programs. This will ensure high visibility for this new program. GOAL E. GROWTH IN VISITOR EXPENDITURES It is imperative that edutourism programs generate a substantial increase in visitor expenditures for the well being of the local economy and the state of Hawaii. The increase tax revenue, generated by visitor spending, significantly contributes to local and statewide businesses. Currently, the EDventure program works in cooperation with over 200 vendors and that list is rapidly growing. 5. TARGET AUDIENCES The Kalapana Ohana Experience will have a very broad appeal and can be adapted to all ages and interest levels. The flexible structure of the program model will allow for a "designer„ approach which will facilitates molding the program for a very wide demographic. Programs can be developed around a multitude of educational themes, or they can be an integrated model of art, culture and science. Although, our initial target audience will be the FIT and cruise ship visitors, future programs will include modules that will be specifically designed for: • Conference groups: pre and post educational field trips and programs • Group Tours • Soft learning Groups • Charter groups with specific interests i.e. Bird Watchers, 4-H clubs, etc. • Special Interest Groups • Elementary, middle school, high school and University students • Private Schools • Educational Tour Companies • Travel Agencies • Environmental Groups and Science Clubs • Science Teachers and Environmentalists E:3 Page 9. Hawaii County R & D Proposal • Lifelong Learners and Senior Citizens • Human Services Programs Promotional, Marketing and Advertising Activities Our promotional and advertising activities ,include the following: • Participating in adventure travel trade shows to promote Kalapana • Designing collateral inserts for brochures • Development of an enhanced website which features the Kalapana Ohana Experience • Distribution of video, "Ohana Aloha" • Creation of a media kit • Creation of fact sheets • Direct mailing to former EDventure participants about Kalapana EDventures • Coordination of familiarization tours • Distribution of product brochures • Writing articles for educational journals 6. COMMUNITY SUPPORT AND INVOLVEMENT The EDventure program IS the community! The Kalapana Ohana Experience captures a niche market and fulfills a need in the community. Partnerships: The primary reason for the success of the program is based on its foundation of partnerships throughout the island and the state. The programs have been embraced by the community because they benefit the community. We buy local! The program is a very symbiotic venture and includes an extensive list of local businesses, local resources, and profit and non-profit agencies. Expansion into the Kalapana area will increase partnerships with local food vendors, community facilities, and most importantly, it will foster employment opportunities for Kalapana residents and Kupuna from throughout the island and it will foster the preservation of the culture. 9 Page 10 Hawaii County R & D Proposal Value to Community: One of the initiatives of Destination Hilo is to make East Hawaii and the Big Island the "Cultural and Educational Capital of the World." With the success of the EDventure program, we are accomplishing this goal and this has enormous value to the community. • A strong sense of pride and ownership yin the program • Direct economic benefits • Increased employment • Student employment during the summer months which assists those who leave the University due to lack of jobs • The Kalapana program will serve as an internship program and lab experience for students interested in the visitor industry • The program provides opportunities for showcasing our Island 7. WORK PLAN The formula for coordinating and implementing the program involves both an exact science and immense creativity. A strong and concise operational foundation is crucial to the success of every program. The Hawaiian EDventure program has demonstrated its expertise in this area and the same foundation formula will be replicated in developing the Kalapana Ohana Experience. The plan will include the following: 1. Identification of educational activities and objectives inherent in the Kalapana program 2. Identification of appropriate edutourism resources 3. Establishing professional business relationships with Kalapana community 4. Developing job descriptions and finite responsibilities 5. Mapping of all logistic arrangements required for group movement 6. Coordination of all transportation services 7. Coordination of all food services 8. Securing and establishing vendors in the local area 9. Securing of educational waivers for entrance fees 10. Identification and training of field interpreters 11. Development of field interpretation program for guides, activity coordinators and program leaders 12. Development of basic training in lava flow hazards, processes and safety 13. Development of disaster management plan 14. Design of interpretive guide outfits/uniforms 15. Provision for basic supplies 10 Page 11 Hawai'i County R & D Proposal 16. Development of educational support materials 17. Development of "packaged" activities to be offered for sale 18. Development of interpretive display 19. Development of interpretive materials 20. Development of fee schedule 21. Development of a minimum of 3 program modules 22. Development of marketing materials 23. Scheduled community meetings with Kalapana residents for input and 24. Identification of sites, vendors and activities to be included in each module. 25. Scheduling facilities and appropriate meeting rooms 26. Development of evaluation tools 8. SUSTAINABILITY A primary goal of the Kalapana Ohana Experience is self-sufficiency. Programs will be sustained through the generation of registration and activity fees. Sustainability will be facilitated through an integrated marketing approach that will increase visibility for the program. The increase in conferences, seminars and training institutes, requiring hands-on educational experiences, will also contribute to the self-sufficiency of the project. PROJECT IMPACT 11. BENEFITS AND OUTCOMES • Increase number of visitors to Hawaii • Increase in visitor expenditures • Increase in visitor length of stay • Preservation of the culture • Giving voice to the Kalapana history and culture • Providing training for field interpreters • Providing additional voluntary and paid positions for Kupuna • Developing sustainable visitor industry programs in Kalapana and outlying districts • Present Hawaii as a major cultural and educational capital • Increase the number of repeat visitors and renew their feelings about Hawaii • Serve as a model for increase edutourism programs within the state • Educate the visitor industry in edutourism and cultural tourism • Assist in stimulating the local and state economy • Educate participants about our fragile environment, people and culture • Serve as a new niche market for Hawaii 11 .I HAWAII VOLCANOES PROJECT PROPOSAL Submitted by: Ms. Jane Testa, Director Department of Research and Development Hawaii County Kalapana Lava Viewing Program 10/26/01 A Special Project of the County of Hawaii and Hawaii Tourism Authority Long term: Development of a prototype certified guide training program starting in Hilo with the County of Hawaii's Kalapana lava viewing project in partnership with the University of Hawaii at Hilo, the Volcanoes National Park Service interpretive staff, other economic and education based community nonprofit groups, tourism specialists with training and employment priority to residents of the Kalapana community. Short term: (1) immediate minimal or non -cost improvements to assist current operational processes ongoing at the Kalapana County road access site area; (2) contracting by the County of a project coordinator who would have responsibilities to carry out over a 12 month period accountable to the County of Hawaii, which would include but not be limited to, responsibilities listed below. Project Coordinator 1. Develop initial data base. Inventory what's out there including background on county road construction, NPS data on visitors to the park, data on number of visitors to Kalapana road, general information (to be viewed as preliminary and essential) relating to cultural, historical, geologic, spiritual, etc. 2. Create and work with an advisory task force to a. Help collect and coordinate all of the above, subcontract if necessary with specialists to provide preliminary information on various aspects of a quality interpretive program for the area and the site feature. This Advisory Task Force could be the same as the one created by House Resolution at the 2001 session or at least have a similarly broad range of representation and should also include individual's whose names have come up frequently as community resources, as well as other economic and education based community nonprofit groups, placing training and employment priority for Kalapana residents. b. help develop a long term plan for a certified interpretive guide training program involving UI -M, Hawaii Community College, the National Park Service at Volcano National Park, and others which could serve as a prototype for the development of interpretive skills as part of the visitor industry job market, and which could be replicated on other islands for major cultural and natural resources statewide. This could include an initial pilot project during the grant time period with Kalapana residents and visitor interaction at the site to collect feedback toward the design of a more permanent training program. 3. Conduct community meetings to solicit general input; review of plan; provide assistance 4. Provide regular progress reports to the County of Hawaii and a final report to the Hawaii Tourism Authority etc. Budget: Using a hypothetical minimum of a $100,000 grant for personal services or whatever it will be called (as it will not be of the standard RFP format but a sole source contract — who else has a live volcano in their county in need of interpretive help?) which could be segmented into a $30 - $35K personal services subcontract for a project coordinator with the balance being used to cover costs and expenses relating to the nature of the responsibilities described above. Note: the responsibilities described below primarily target the development of interpretive materials in order to promote and create a broader learning and human experience while in the region known as Kalapana on the big island and viewing the world's most singularly unique phenomena ... a live volcano at work building new land. It is also based on the fact that accurate and consensus based interpretive data is first required in order to create a meaningful interpretive program for the Kalapana area and the volcanic activity accessible there. It will hopefully lead to a new dimension of visitor industry employment which goes beyond hotel housekeeping, porter service and ground maintenance jobs. 1k Cour ty 14C? w�ii Kalapana Safe Lava Viewing The Kalapana Safe Lava Viewing Program was established to provide safe access to Kilauea's active lava flows. It is our wish that all will enjoy the extraordinary experience of viewing nature's captivating beauty and creation. Specifics and recommendations about viewing lava flows at the Kalapana Access Area: LOCATION: Access is from Highway 130 with the first barricade at the 28 mile marker, continue on gravel road 2.3 miles to barricade #2/parking area and drop off location. Visitors must hike over about a 1i2 mile gravel area to pahoehoe lava anti another ',%4 mile to viewing area. Lava flow entering ocean is about 100 yards from viewing area. TIME: Access to lava viewing area is open to the public daily from 12:00 noon, no vehicle allowed in after 8:15 p.m., and everyone must leave by 10:00 p.m.