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HomeMy WebLinkAboutCOM 0177.172 1998-2000 06 iiq g~ TCE 10:041 F.ati 8085285897 l~ U01 di+ OF y J CliP.tLS"TYLER.III , ti; t~: ~ ~ Tel (808) 961-ti273 i'i ~ Fax: (808)969-3291 ~'~e.:~w%~ '99 JUPI 8 A(~ 10 17 co~~_~r~ ~ ~r c~ COUNTY COUNCIL COUNIY OF HAW,NI County of Hawaii Hawaii County Buildu:,~ 25 Augttni Street Hilo, Harhuaii 96720 ~1 Facsiruile: 961-8912 Pages: 5 Please hurry to Council Services because thzs is on today's agenda. Comm. Na ' / / • ~~2- Flle No.__B d~ Ref. To: PressM~ CUVNC~~ Ref. Date ,A1N 88 19-. %%-63~+9 Naluv St, Suite ]-A Kailua-Kona, Hawau 967.10 Kona telephone: (808) 326-568? Fax: (SOB) 326-5697 ii6'O$-AU 7CE 10:041 F.dS 808a26589i ~'100'- Jun-i'8^59 09:Sdam from-CURRENT EVENTS * T-830 R 01/O4 F-328 _ ~ i~ 1'~ VL 1 a T e nir_ ~y~nf>p OKOUY June 7, 1999 MMpiNhT PKMP.'.K ~"w rya v/ ~i~ur~ Tv' Curtis Tyler, Council Member 14-.w ro,wG G~/c... Ub w.... Cnalw~, I-Iawatt Couety Council [YygP.rCQ K£TQ<P.R9 ~ From: David Richard, President~~ Big Island Group W...-,w. a..... ~F 4 °aPrs Subject. klawaii County Council Bill 45, Draft 2 Relatins w Budges .m_~.te., Ad)45LmCttt3 nau~a u." nsr, a~mamw T'he Big Island Group (BIG) was fnrtaed is 1989 by a eonsortitlm of Big Island business people, eomattutiry leaders, the Sig Islatrd Visitors Bureau and the County of Hawaii whose purpose is to join together in a cooperative effort to ~ boost tlu promotion and advertising of Hawaii's Big Island. Private ittdttstry M.M parrners in the Big Island Group iadude Hawaii Electric Li Com ` 1'rlwn Waiknlaa Village, Kamehameha Iavesirttera Co rgu c per, r„N•~~;~,„~, rpo q Kona Village Resort, Manna Kea Properties, Mauna I,ani Bay Hotel, Manna Lani Resort, The °E""'"., Orchid at Mauna I.ani. Royal Waikoloan, and Waikotoa Land Company. With a combined total of over 6,700 etaployees on the ]3ig Island who direct]y ~ ^°J depend on tourism for their livelihood, BIG's tnembets sre committed to successfully marketing this visitor destination BIG's marketing objective is to reach cattsumers with the greatest potential to visit our island.l3y using media vehitles that Gave high cotnposidons of the target audience, BIG has tapped into frequettt travelers, regent Hawau visitors, active travelers, and spesialry niche markru. BIG has proves itselFsut:ccssful az growitag the total tttarketing budget through cooperative advertising campai6rts. BIG's investmetu in the advertising campaign stow underway attrottrtts to S 108,004, and through Huse cooperative efforts BIG enlarged the buy to a sizable $b97,000 c8mpaign So far this year, BIG has destination advtrrising running in national publications such as Travel & Leisure, Islands, Travel & Leisure Ctoll; United Airlines Hemispheres, regional placement in publications including the 3au Francixo Chronicle and Orange County Register, in-Right video segments on all domestic United Airlines Bights, eletu+ot»c marketing tie-ups, and direct F'.O. 6ox 3637 Kailua-Kona. nt 9ti7-~5 48081 325-6550 of o~49P TLE 10:?n FAT 8085285697 Jmi-08-S9 05:Sdam From-CURR@NT EVENTS + T-830 P.OZ~04 F-325 Curris Tyler Page two trail campaigns to highly targeted market se~tnents. We anticipate a similar approach in the year ?000. It is vital that the Coumy of Hawaii support the marketing of fire Big Jsland as a visitor destination through its cooperative pannenhip with the Big Island Group .Denial of this request will seriowly impact the promotional efforu and overall marketing campaign for the gig Island. a.:tachmem. Department ofRssearch & Development proposal .,'s... oi; n~s 2n 7rE >o:lo F.li soeszssaaT ~jnna Juro6-55 05:Sdam From-CURRENT EVENTS t T-B30 P 53/OG F-328 FROM BIU I° FIA,FLLLJ•EYSf F'fiX E~5 X50737 Jun. 07 1999 11:01f?7 P3 Tn tu~Ler aarratrv~e roan. provide the tolloaia(i.rruratatiom= E. Alretr~le Y~ ~+u or~aisstfaa. iacltrultt~: - Brxf trecttgrotlnd. purpast and goals • 13ow the ~ >a sianlar to and/ os dsfferent from other osgtwilitisstons In the Slate • ~tner organiranoas your group worlw e}aesely x+{th and the nature of that rclsuonship • T~~ P of tvtw your orgattixsrlon serves • Measures your organization ups to a5sees effeetivtntaa to meeuag goals of the group 'rite Blg ISlaad Group IBJG) Was formed >n 1989 by a consortium of Big Island tnlsitrrsa peoplt. eommun3e,Y leaders. the Haaraii Vfsitoas Btzresu - $Sg Ta13nd Chap[es. and the County of Iiewatl. wtrosr purPotie ~ ro )tan together in a cooperattvc ctl'ort to boast promntlon and attverdsittg of khe 1338 Ielnsrd of Hawaii B1C'a purpose of preanottng the Island of HawBil and its reuort areas, and all activrVes shall t>e dlcecterl cyclusively w tI>r iatptwctnenr of buatrt«sa eondtti6ns on The I31g Island. 131G u•grkd closely with the County of Hasali Re3carctt turd Devebpment Deparvnent. Stg Island V7sttors Bureau. deatinaaoa aasoriatlons and rcaorc ptnpaves. $imDnihry 7aeeUngy of a=emtac7's ensure the osgaxmraoon Y'C-IIli11a9 on uar.7c and focused lA ?c4 ptu}ace. its 1?f®6~ ttre probes flsr trhteh Yeses org~atiou is r,egtseRtiag ftmds: (pnt to pond a~ahad8 pace) • Summary • Brief descnptioa of the proposed prolecc - OvcraU tsltnraaAle BIG is a voltintssry, nnrtprafrt, utti>,corporated avsociation. BIC 9a responsive m the markering sad praanotlosta! errs of the rialto! IadusttY associations attd has established an ef6xtive adveruautg catnipaign for rbe Big [alarid of Hawaii psaraotlag our Island as a trtarkerablt vSsltor ~Rr_crnatiou with an emphasis ext its dlverntry. sme sad ettlTrtrdl beritage. EiLC, also recogat~s ti+e et7ectiveness of cooperative advertising witA trlsitoe lrtdushy alcattvsss 9n order m mavml2e 8dVeTURitlg dollars sad seeks matchlAg hindtl $>int the County of Hawala f~ cooLscranvt BdVer451og programs tip the Island Of Hatrrati_ '1.91a asiver-rlbing casapatgi is baaed on a yeasty anion Plan tvnh t~a+o, thrtx, four and t}ve year goals Pstablishcd. YuAr~ goals are updated as each campaign zffi erlTlqued for its effi+egveneae. "Jkd' ~!s of the itdvrstisuto caiopatgn arc • ro ittcSease the aWarertcas and vlsitltltry of the I3fg Island m the COLfau iRcT. • to pratnate the Big Island as a complete desdnadou with a tvlde variety of acUvittea and offcurtgs that a fipcal W a rnykttuda of conaumere. • to promou the praiuttx arid 1ndu3Ales of and ova ilia Big Inland of F;avrng w con~yurao-s. - to coop dellara from s ~rdtroty of irualAeosee and orgaruzattotia v+lch vested LatercSLY !n the posttive eeaitarale growth of zhe 1318 Island of Hatpau. • to present oar island. our lierltaga, our C~iltaue and our [~tverstry fn a coopereuae nrlrcrts•sut~ cftcut ~AA~ed by twrporous lnduatstxi wnrv~r nc~ letend of f9awsta. -1- r ~t1yl L'~.~:- O6 'UF ~D41 TLE 10:11 F.~1S 80882658Pi (I3j 005 Jun-a&-es oS:Saan from-CURRE~~T E1[ENTS + T-e3o P aa/Oa F-72s F~F9M H I G I ACND Ftf,-F I LLPB.iT 1: ttX n0_ fl69 3aB?77 SuY~. B7 199^J 11 %H2FY'~ Pi IQ: 07eiail psVgtam irtdaamasioa: • I?iscuso your project and why rz is Smpor'mrtt Lv your wganlzatlvn and nc~ County • Experience or expertise which gvauLeo your organlTadva to carry OLL Liu program or ecuvlLy • What the project propoac8 to accomplish • The mots used m execute the Prof include pstljett laratiata. schedule. personnel. faeLiOes I1f applicable) and a gFncral desetiptlon of mctilodology • l~tscuas the zcoraotnlc DeneSt Of this pmJ«t m the County • How vAII the resu]u of LAe cOInpleted projetY be asscssrd? Ttte B1G prtlgtam ra veal to the continued prataotintra! etfarts that result is the Big l+Piastd~s visitor count. Elromorum of the Sig IslauO's goods and setvlcesl and tep>Z-statabon aS the Btg {alarul as a ooDlplete des[lnation fat Lhe tr5veler ar busirnrid peTsoa- BIGrs uniquely quaUSad m caordlnate zt.rsc cifat~ as the nmmtletshtp repreyenta a jmmng of rtrtrPUlila industl'!ea is a cma4Qted c(~Oa'L t0 Promote our Island. Efforts by P,Ii3~ over the paxt yrars have Lasulud in a postcire eooperanve effttr[ drat has pooled fndlvirlusl advetL73lpg daUars m crease a pzegram tzsit encampaas~ the Island as a 9tholc. S~tvttgcr reeogrllIIaa of our Ielaod t7y rite cor>mumer. lncrtarse<1 business vetltvtea catahYshmd oa the Sag lolesd~ lactce~d .Jlelrora bypaseiag other Tsland& m spend thew catii[e slay an Lhe Big Lsiatul are all goa],s that BIG pursues with vSAor. Mcahodology tndudca advertising gmpet!¢+a that target the print mcdaa Sri trArcl magartnes through rtarlwna] grid ulternasloraal matbssa, 1n-Sight achrerpsirtg on mepar Slriines. air]hse Ttub hiIIbcrattls sad terminal videos in-ltighi vldeas. ta[j;~ct ary rie~rapaper LLaval aect]ons slid various Lradc shows vJa reprPSatrraLion 1zom rho B[g Island Vlstinra Eivxesu_ 8IC3 also main- raia» the ta? free phone number far the Big island wbicFt is pvbhshed In all ptlilL raedta. Rctuhn of all caalPafgns are monitored atortLhty amd evaluated by tkc mernbrrs. Total impressions (loin tit: sources of the advcltisirtg camapaign BIG Karl iri p1aeC far 1997 have reFachcd aver 200 million. Leads rc~pondod La In 1997 ltthalpd over 38.800. iala~ms ~ Badge2 v®riich !s bt3pg ata9enatteO: • Pravrde a dctaaied breakdown of the total C08L Of the project. sp~ipg the source of funds frx each comportettt ' Sptesfy cnaaeslucneme of the Coum,7ts daaytrtg tb]s trogtust oc reducing the amOUY1T of funds • TRt Coutrb's rule Ln tlrta program beyond that of fu9ding IiSG will secarc funding lar the aznnaut of and nn Less than- 8150.000.00 per annum from mcmGz'is to prnmetY the Big Island of HawalJ. Ra additianai 8150.000.00 ig secured per armum. from the [iat~tR V361tvrs & Convenacns 8LU$au -Big Island Chapter. B1G sAeic9 s i50.D00.00 >1'a~ the County ot,Hau'ali whlGp sepneaeara t}ie talrtamuaa amuuat of mQUxs s+xured from members of rCe Big Island Group. is addition. EI1G also see}cs 812.700 in fuosirtg m mairttaln me 1r1r'pprt gieetings flu rite Jam gtrllaes tneoruing 4ighfs. BI6 fermis these Btr°dnEa are rnaca] w thr >7lghts continued success sari oa the asland's econoury. BIG wan fundamrnral 1a Deeuring the Present gttrrilrg muua[tir: and urlshema to malntafn control for June 1. 1999 -June 30. 2000. 1"6e Mull roonica reques~a5d Yro~ the County of fiawatl aquals 87ts2~7ca0_ 1)Craal Of t4~ I'CrltiesL 97111 Smpact hmvsiy on promotional eflorm fin' the Bid Island of Havrxa[. Cmptrativo firndirtg In all that Ss bcirtg asbLd from t1Le County oYHawgll. 8incs expertise exlvsar urlmvl tha group to eatooute ffie edverTirdit4 eafrtpstgats evtknad above_ -2- r.. it it if k'+, Jun-J2-33 17.15an F(OP~ C7RnefiT EMATS + T-833 P 01/9d F382 REC~i`:'`~U ' 99 JUN 8 AEI 10 21 • ~ ~ ~ CCUN i (Y CLERK o~c, istAno GRO~F CCUNTI' Iune7~19919 nWOPARY nI~'IKRS To Curtis Tyler, Council Member Hawaii County Council U YUnM 11[MBl0.5 ,,,,n. ti. R<,on From' David Richard, President ' Big Island Group . u_n ,a. F. mn oTa__.ee ~,~c~mYe,,,.,,,~,,, Subject. Hawaii County Council Bill 45, braft ?Relating to Budget n.,,.,,,n,~,],",.,:.,~:,:,w~, Adjustments i,",.. r.epen.e, un. R„°" The Big Island Group (BIG) was formed in 1989 by a consonium of Big Island SLTPORTi G !ff.Y0CF1 business people, community leaders, the Big Island Visitors Bureau and the Counry of Hawaii whose purpose is to join together in a coopetative effott to boost the promotion and advertising of Hawaii's Sig Island. Private industry partners in the Big Island Group include Hawaii Electric Light Company, Hilton Waikoloa Village, Kamehameha Investment Corporation, Kona Village ~ Resort, Mauna Kea Properties, Mauna Lani Bay Hotel, Mauna Lani Resort, The Orchid at Mauna Lani, Royat Waikoloan, and Waikoloa Land Company. With ,ssoc~.aK neR0C0.S a combined total of over 6,700 employees on the Big Island who directly depend on tourism for their livelihood, BIG's members are committed to successfully marketing this visi[or destination. B1G's marketing objective is to reach consumers with the greatest potential to visit our island. By using media vehicles that have high compositions of the tazget audience, BIG has tapped into frequent vavelers, repeat Hawaii visitors, active travelers, and specialty niche markets. BIG has proven itself successful at growing the total mazketing budget through cooperative advertising campaigns BIG's investment in the advertising campaign now underway amounts to 5108,000, and through these cooperative efforts BIG enlazged the buy to a sizable X697,000 campaign. So far this yeaz, B1G has destination advertising running in na[ional publications Such as Travel & Leisure, Islands, Travel & Leisure Golf, United Airlines Hemispheres, regional placement in publications including the San Francisco Chronicle and Orange County Register, in-flisht video segments on al] domestic United Airlines flights, electronic marketing tie-ups, and direct P.O. Box 2637 Kailua-Kona. HI 96745 t808) 325-6550 Jun-OE-E3 10 aE~m From-CURRENT EVENTS t T-833 P 02/Od F-332 Curtis Tyler page two mail campaigns to highly targeted marke[ segments. We anticipate a similar approach in the year ?000 It is vital that the County of Hawaii support the marketing of the Big Island as a vtsi[or destination through ns cooperative pannership with the Big Island Group Denial of this request will seriously impact the promotional efforts and overall marketing campaign Cor the Big Island Attachment. Department of Research Development Proposzl :un-Ge-dd i0:lcan From-CURR[PIT E!:NTS t i-333 P 03/04 r-332 FROM : 9IG IS~PrvD Fu~_FILLMENT Fqx n0. 80H 3250737 lun, 07 1999 I1:01Frt P3 in brier Rarral:ivc fotta• provide the PollovviRp information: I: FisotrSB ito~ O°'~u organiradan. indttdiRg: • Brief background, purpose and goals • How the organizauon 1s similar to and / or different from other organlzationa In the State • Other organizaQOns your group works closely with and the nature of that relauonshtp • '[angered population of who your organ[2auon serves • NTaasures your organization uses to asse>;s effecuvcness in meeting goals of the group The Btg Island Group (BIGI was formed to 198y by a consortium of Big island business people. community leaders. tha Haualt Viettots Bureau -Big Taltlrtd Chapter, and the County oP Hawaii. whose purpose was to Join together In a coopernrivr etfor[ to boost promotion and advertising of the Big Island of Hawaii. B1G's purpose of promoting tha !eland of Haurail and its resort areas. and all attivlUCS shall 6r directed exclustvcly to the Improvement of business conditions on the Big Island. BlG wurkri closely with the County of Hawaii Reaean=h and Development Ikparttnent. Big Island VisStors Bureau. destination associadons and resort properties. Bimonthly meetings of members enstue the urganimtion «rnvns on trarlc and focused in its puiyose. u: pisru~ tEe specific ptv$csm Par vhicn your osgtattiiatioa is regt>catiAg funds: (Rat to etccecd ono-half pogo) • Summary • Briei desrnptlon of the proposed protect • Overall timetable BIG u a voluntary. nonprofit. unincorporated association. BIG to responsive to the marketing and promotional efforts of the visitor Industry assoclatione and has established an cfteeuve adverbatng campaign for the Sig Island of Hawan promoting out Island as a marketabl< vtsltor destination [vrth an emphasLs on us dtverstry. stye and cultural heritage. BIG also recognizes the effectiveness of cooperatrn advertising with visitor Industry meinbris In order to maidmize advertsing dollars and seeks matching funds from the County of Hawaii tar coopctative advertLSlrtg progzams for the island oC Havrall. This advetising campaign u based on a yeazly acvon plant with two, three, four and five year goats established. Yearly goals arc updated as each campaign la critiqued for its etfecnveness. The goals of the advertising campaign tic: • to increase the awareness and vfsibrllty of the Big island to the consumer. • to promote the Big island as a complete dcstinatlon with a wide variety of activities and offerings that appeal to a multitude of consumers. • to promott the produrts and industries of and on the Big Island of Hawa11 to consumers. • to coop advertising dollar from a varety of lntwnaeaes and organizations with vested lnteresre lit the pocilLVe emrromtc growth of the Blg island of Hawaii. • to present our (eland, out Heritage, cur Culturr and our Utverstty !n a cuoperahvc advertising eftott supported by numerous Induatrtnw wcrcaa• the island of Haw:.ii. _I. Jun-llE-BB 10:16~m From-CURRENT EVENTS ~ T-833 P Od/Od F-332 FROM BIG ISIAnD FULFILLMENT FWc NO. E08 3250737 Jun. D7 1999 13~02RM Pa II1: O~crall psvgram iaformatiorr: • Discuss your project an which toual Ges You t°~ea utzanos~°nmTy Dour the program or acuvfry • Experience orexpcrds 9 • 0.'liat the project ptoposcs to accompllah • The means used to execute the project: include project location. schedule. personnel. fadlitles l>f applicable) and a gcntral descnptlon of methodology • lalscuas the economic txneflt of thin pro}ca m the County • Htnv writ the results of the compleud project be assessed? The BIG pt~+tam is vital to the continued promotional ettor'c3 that rcault In the Big Island's visitor count. promotion of the Big lslattd'a goods and scrvicea and rcprescntation of the Big island » a mmpku dwdnabon for the traveler or business person. BIG is uniquely qualified to coordinate these efforts as the mcmtxrship represents a }omirtg of multiple Sridu3tTtea in a combined cffoR to promou out island. Efforts by BIG Dune the past yearn have resulted in a postove cooperative effort that has pooled tndlvldual aavcrtlstng dollars to crate a program that enmmpassce the Island as a whole. Stronger remgtution of our Island by the conaumez, increased business vrnturea cstahltahed oit the Big inland lnrscaecd vSeitors byp>zeeing other Islands t0 spend their entice stay nn the Btg tslartd arc all goals that BIG puzsues with vigor. b[cthodology Includes adverrising campagns that target tht print media 1n tmvcl maga2lnes througtl national and lntcrnauonal mazkets, ln•113ght advertising on mayor alrUnes. alrLne hub 6111boatds and tcrmina7 vldeoa. is-flight videos. target city newspaper crave) sxnons and vanow trade shown via representauon from the Big Island Vlsitora Bureau. BIG also main• touts the toll free phone number for the Big island which is publLahed in al! print media Reaulte of all campaigns are monitored monthly and evaluated by the members. Total impressions tratd the sources of the advertising t:ampalgn Bl0 had in place for 1997 have reached Duet 200 million. Leads responded to 1n 1997 totaled ovu 38.800. N: Discva6 the Dadget ~vAicls is being suAmitted: • Provide a detailed Drealtdown of the total cost oC the pro}ect. speclfyirtg the source of funds for cash component • Specify consequtnees of the County's denying this requess or teducing the amount of funds • 7hc Countya role in 7111s program beyond that of fuoding BIG will secure funding >n the amount of. end no leas than, 6150.000.00 per annum from members w promou the Sig Island of Hawaii. An adcilttotlal 6150.000.00 1s secured. per annum. from the Hatvall vlaltOIN & Conventions Bureau -Big Island Chapter. BIG seeks S 150.000.00 from the County of Hawaii which rcpresenta the mkumum amount of morales secured from members of the. Big Island Gtvu p. In addition. BIG also seeks 612.700 in funding to maintain the airport greetings for the Japan AlrltneY Incoming flsghss. BIG (eels these greetings aie cr113ca1 tp the Rights continued success and impact on the island's ccondmy. BIG was fundamental in securing the present greeting committee and wishes to maintain control for .tune 1. 1999 - .tune 30. 3000. 1'hc total motuca requested from the County of Hawan equals 6 7 ti2.700. Dental of this request will impact heavily on promotional efforts for the Big Jslsnd of Hawalt. Cooperative funding is all that 1s being asked from ule (:ounty or Hawau. since acpcruse suers within the group to execute the advertising campaigns outlined above. _2.