ktsp 2007 progress report

8/7/2019 KTSP 2007 Progress Report

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Kaua‘i Tourism Strategic Plan 2006‐2015

2007 Progress Report

BACKGROUND

Recognizing that there is more to tourism than just marketing, in 2005 the Hawai‘i Tourism

Authority (HTA) completed the Hawai‘ i Tourism Strategic Plan 2005‐2015

(www.hawaiitourismauthority.org) which includes nine areas of strategic direction:

1. Access

2. Communications and Outreach

3. Hawaiian Culture

4. Marketing

5. Natural Resources

6. Research and Planning

7. Safety and Security

8. Tourism Product Development

9. Workforce Development

Subsequently, HTA acknowledged the key role that the counties play in assuring the effectiveness

and strength of each of these areas and provided funding to each county to develop a county‐level

plan. HTA staff and consultants from SMS Research worked with a Kaua‘i Tourism Strategic Plan

Advisory Committee to secure input and direction for the Kaua‘ i Tourism Strategic Plan (KTSP) for

the years 2006 to 2015 (www.kauai.gov/oed). The community provided comments on the draft plan, which was then revised and finalized in October 2006. The plan contains seven objectives

with 28 strategies for implementation, each with an action plan and a lead person or organization

to guide the process. Due to the urgency for action on some of the strategies, five priorities were

identified.

1a Advocate for significant progress and/or completion of essential infrastructure

improvements, including permanent relief route in Kapa‘a; traffic circulation

improvements for Po‘ipu; cruise ship harbor improvements; Ha‘ena State Park Master

Plan; Princeville/Ha

‘ena

Park

&

Ride;

Koke

‘e Master

Plan,

retaining

wild

land

characteristics and minimizing commercial activities.

1e Support the development and promotion of community‐driven programs that reinforce

the unique sense of place of communities, such as those with historical and/or cultural

significance.

2f Support programs to attract employees to the visitor industry and increase the available

workforce.



Kaua‘i Tourism Strategic Plan 2007 Progress Report

K AUA ‘I PLANNING& A CTION A LLIANCE P AGE 3

3a Encourage two‐way communications between residents and the visitor industry.

4a Advocate for and support the development of a means of educating visitors prior to or

upon arrival on basic information that will enhance their safety, enjoyment, and

appreciation of Hawaiian culture and understanding of local practices and

understanding about the island’s natural resources. This includes teaching visitors

when not to interact with the environment, such as: avoid walking on reefs, or touching

wildlife, such as sea turtles, and avoid picking flowers, plants or leaves. It also includes

providing useful information on accessibility for visitors with disabilities. Visitors

should also be mindful not to introduce nor transport invasive species.

KTSP PROMOTION

In order to ensure that Kaua‘i’s visitor industry was aware of and supportive of the tourism

strategic plan, the final plan was publicized through newsletters, presentations and email

distributions by Kaua‘i Visitors Bureau, County Office of Economic Development, Kaua‘i Chamber

of Commerce, Kaua‘i Business Council, Hawai‘i Hotel and Lodging Association‐Kaua‘i and Kaua‘i

Planning & Action Alliance.

The plan was presented to the Kaua‘i County Council on August 15, 2007. This presentation was

televised and replayed frequently over a one‐week period, serving as a means to inform the

industry and community of the plan.

KTSP IMPLEMENTATION

The Hawai‘i Tourism Authority provided funding for a contractor, Kaua‘i Planning & Action

Alliance, to assist with the coordination and implementation of the strategic plan in its first year,

from January 2007 through January 2008.

An implementation committee composed of individuals who represent the action plans’ lead

agencies was formed to monitor and oversee activity related to the strategic plan. The group met

five times during 2007. Members of the KTSP Implementation Committee include:

Stella Burgess, Native Hawaiian Hospitality Association

Peggy Cha, Kaua‘i Community College

Monty Downs, Water Safety Task Force

Randall Francisco, Kaua‘i Chamber of Commerce

Pat Griffin, Lihu‘e Business Association

Mike Hough, Kapa‘a Business Association and KAVA





Ken Ishii, Kapa‘a Business Association

Sue Kanoho, Kaua‘i Visitors Bureau

Sabra Kauka, Garden Island RC&D, Inc.

Jody Kono Kjeldsen, Po‘ipu Beach Resort Association

Annie Pedroni, Visitor Aloha Society of Kaua‘i Janine Rapozo, County of Kaua‘i Transportation Agency

Eddie Sarita, County of Kaua‘i Adopt‐a‐Park Program

Douglas Sears, Grand Hyatt Kauai Resort & Spa and Hawai‘i Hotel & Lodging Association‐

Kaua‘i

Wayne Souza, Hawai‘i Department of Land and Natural Resources, Parks Division

Beth Tokioka, County of Kaua‘i, Office of Economic Development

Angela Vento, Sheraton Kauai Resort

Laurie Yoshida, Governor’s Liaison Office

Diane Zachary,

Kaua

‘i Planning

&

Action

Alliance

As noted above, five strategies were identified as top priorities. It was decided not to further

prioritize the strategies, but to work on all of them simultaneously so the industry could take

advantage of opportunities for action as they arose.

Quarterly progress reports were developed so that each lead organization could report on

progress made in the implementation of action plan activities. These progress reports were

provided to all Implementation Committee members and to the Hawai‘i Tourism Authority.

IMPLEMENTATION PROGRESS ‐ 2007

Where progress has been made for each action step in the plan, it is noted below. The five

strategies that were identified as top priorities are bolded below. A few changes to the original

action plans have been made: Action Plan 2d was deleted and combined with Action Plan 2c;

action step 3 in Action Plan 1d was revised; and action step 4 was added to Action Plan 6b.





Objective 1: To make positive contributions to the quality of life for residents.

Strategy 2007 Progress

1a Advocate for significant progress and/or

completion of

essential

infrastructure

improvements, including permanent relief

route in Kapa‘a; traffic circulation

improvements for Po‘ipu; cruise ship

harbor improvements; Ha‘ena State Park

Master Plan; Princeville/Ha‘ena Park &

Ride; Koke‘e Master Plan, retaining wild

land characteristics and minimizing

commercial activities.

♦ The Kaua‘i Business Council (KBC)

has been

reactivated.

The

Kaua‘i

Chamber of Commerce and the

Kaua‘i Business Council have

focused on funding for essential

infrastructure as priority issues for

the 2008 legislative session. A

meeting was held with Kaua‘i’s state

legislators to discuss priorities –

roads, parks, reservoirs and coqui

frogs. Hawai‘i Hotel and Lodging

Association (HHLA)

also

released

its

priorities.

♦ The County of Kaua‘i 2008 state

legislative priorities include funding

for roads.

1b Support traffic management systems to

address and reduce traffic congestion and

improve pedestrian safety.

♦ Po‘ipu Beach Resort Association

(PBRA) is considering a Koloa‐Po‘ipu

circular shuttle for residents and

visitors; a similar shuttle has been

discussed

for

the

North

Shore,

but

no

progress has been made.

♦ Kaua‘i Visitors Bureau (KVB) is

following the SuperFerry issue, and if

it starts service to Kaua‘i, will monitor

impacts to the island.

1c Encourage implementation of affordable

workforce housing solutions for Kaua‘i

residents to maintain and attract workforce

for the visitor industry.

♦ The Kaua‘i County Council passed a

Workforce Housing Policy in

December 2007 that includes a

requirement for affordable housing

for residential and resort

developments. The visitor industry

was encouraged through emails and

discussions to provide input for the

Council’s deliberations; testimony

was submitted to the Council by the

Chamber and Grand Hyatt Kauai.

♦ Two companies have indicated they





are providing housing or rental

assistance to employees when

needed.

♦ One hotel participated in a housing

fair for

employees

held

in

Spring

2007.

1d Support efforts within the visitor industry

for the current and future workforce to be

well prepared, qualified to work, to be able

to advance within their fields, and for

newcomers to be acculturated to Kaua‘i.

♦ South Shore Workforce Development

Task Force initiated a pilot workforce

readiness project for TANFF‐eligible

adults. Five unemployed individuals

attended a 10‐day training in June.

♦ A sports and recreation industry tour

for school counselors was held in

November through efforts of OED,

KVB and the Chamber and was well

received.

♦ Kaua‘i Community College (KCC)

secured funding for summer

professional development for culinary

teachers in high schools to align

classes between high schools and post

secondary and for outreach between

the high schools and the hotel

operations and culinary arts

programs. ♦ KCCʹs Culinary Arts program

received American Culinary

Federation accreditation.

♦ KCC completed articulation with UH‐

West O‘ahu and is starting

discussions with UH‐Manoa’s Travel

Industry Management school for a

distance learning BA degree and

adopted UH system‐wide general

education hallmarks to ensure easier transfer between UH campuses.

♦ The KCC OCET workforce training

program is being promoted to the

industry.





1e Support the development and promotion

of community‐driven programs that

reinforce the unique sense of place of

communities, such

as

those

with

historical and/or cultural significance.

♦ At least three proposals were

generated from an OED email to

community groups regarding HTA’s

Other Product Development (OPD) RFP. Anahola Community Kitchen is

in development to sell local products

and includes a training program for

youth. Hanapēpē Economic Alliance

and Kaua‘i Westside Watershed

Council will have OPD projects in

Hanapēpē and Kekaha communities.

♦ The Kaua‘i Chamber of Commerce

created a L īhu‘e Walking Tour map

that was printed and is currently

being distributed.

♦ Starwood Hotels and Resorts donated

$10,000 to Koloa School in June for

their Variquest Design Center.

♦ KVB conducted a survey of visitor

industry businesses to determine their

cash and in‐kind contributions to the

community.

♦ KVB secured HTA funds to provide

grants to communities for 2008 and

for community outreach; KVB will work with HTA on criteria for

funding.

♦ Kapa‘a Business Association (KBA)

and Leadership Kaua‘i volunteers are

managing the Kapa‘a Japanese Stone

Lantern Restoration Project to be

completed early 2008.

1f Support adequate funding and staffing for

capital improvements, including maintenance and enforcement for public

parks and recreation areas.

♦ Notices of the County’s open space

survey and a meeting of the Department of Transportation/

Highways Division were sent to

visitor industry businesses and their

participation was encouraged.

♦ OED will put $20,000 of HTA OPD

2007 funds toward the Countyʹs

camera in the parks program to

reduce crime and vandalism.





♦ KBC met with State legislators to

advocate for increased funding for

state parks on Kaua‘i.

♦ KBA is promoting a certification

program for

coaches;

it will

be

put

on

DVD to train Kawaihau parents and

to support youth.

1g Support the development of regulations to

appropriately monitor and enforce Bed &

Breakfasts and Individual Vacation Units.

♦ Legislation to regulate B&Bs and

IVUs is still being considered by

County Council. The visitor industry

has contributed testimony.

Objective 2: To increase the economic contribution of the visitor industry to Kaua‘i.


2a Develop and implement annual

marketing plans that highlight Kaua‘i’s

unique positioning, target desired

active markets, and increase occupancy

during shoulder periods.

♦ KVB develops a marketing plan

annually that is submitted to HVCB,

which forwards it to HTA for

approval. The 2008 plan was

approved, and was provided to key

hotels and presented at the KVB

annual meeting. ♦ KVB shares monthly DBEDT statistics

with the industry.

2b Support and encourage community‐

based activities for visitors to enjoy

that are consistent with the desires of

Kaua‘i residents.

♦ Availability of Community Product

Enrichment Program (CPEP) funding

was shared with the community; 29

proposals were received, 26 were

selected. In support, OED maintains a

festival website, places ads, offers

programming on

events

on

local

television, and features airport

window displays.

♦ KVB issues emails on events to the

trade and consumers.

♦ OED funded a health and wellness

business development workshop,

supported Kaua‘i Ag Tour Operators

Association (KATOA), and





collaborated on the Hawai‘i Bounty

program.

♦ A Kaua‘i Westside Watershed Council

project is in development.

♦

OED continues

to

advocate

for

CPEP

and other HTA funding for festivals,

events and other projects.

♦ West Kaua‘i Business and Professional

Association is developing a Main

Street program to attract visitors to

Waimea.

2c Advocate for close monitoring of the

impacts of cruise ships and the

planned SuperFerry on all aspects of

the island.

♦ OED and KVB met with State Harbors

Division to discuss a proposed draft

policy for passengers leaving and

boarding ships, and met with a few

harbor users on the proposed rules.

(This may be superceded by TWIC.)

♦ OED purchase new seating for Pier 2.

♦ OED, KBC, and KVB are all awaiting

completion of the HTA‐funded cruise

ship study, scheduled for completion

at the end of 2008.

♦ OED met with NCL and Princess

cruise lines to discuss the emissions

issue and encouraged them to take positive action to improve air quality

in the Nawiliwili Harbor area.

Department of Health was also

contacted about the problem. The

Chamber will work with Lihu‘e

Business Association to follow‐up on

emissions from cruise ships affecting

Niumalu area residents.

♦ OED also provided testimony to Dept.

of Homeland Security on a proposed rule change which would give NCL a

virtual monopoly in Hawai‘i. OED

opposed the change.

♦ TSA launched a new Transportation

Workers Identification Credential

(TWIC) program that requires

employees to have an elevated level

of clearance.





2d Support current and future efforts to

ensure that Kaua‘i’s harbors are

adequate to meet the needs of residents

and visitors.

♦ Deleted – combined with 2c.

2e Advocate for an appropriate

assessment for cruise passengers

visiting the island, allocating a

substantial portion to the county.

♦ OED and Chamber are awaiting

release of HTA cruise ship study.

2f Support programs to attract

employees to the visitor industry and

increase the available workforce.

♦ OED attended the Academy of

Hospitality & Tourism (AOHT)

student conference and participated

in mock interviews. Thirty students

from Kaua‘i High School attended.

♦ Sheraton Kauai again partnered with

AOHT to have the students run a

holiday youth program for visiting

youth on property.

♦ KVB is working with AOHT staff to

see what support is needed and will

enlist needed support from

businesses.

♦ Current visitor industry participation

in offering student internships has been fairly successful.

♦ KVB created a $1,000 scholarship for

an AOHT student graduating in ’08.

2g Encourage the visitor industry,

including the growing cruise line

industry, to buy and promote Kaua‘i

products and support businesses on

Kaua‘i.

♦ OED sponsored a Kaua‘i Idol

promotion to increase on‐island

program awareness of the Kaua‘i

Made program and products and

sponsored a Kaua‘i Made pavilion at

the Made in Hawai‘i Festival. ♦ Kaua‘i Made received editorial

coverage in September/October 2007

issues of Hāna Hou Magazine. There

has been an increase in visitor

industry properties using more

authentic Kaua‘i products for their

amenities.

♦ OED presented the keynote speech at





KEDBʹs annual meeting focusing on

awareness of the Kaua‘i Made

program and purchased advertising

in The Garden Island and Essential

Kaua‘i to

raise

local

awareness

of

the

program.

♦ SuperFerry has agreed to carry

products of six Kaua‘i Made vendors

in their on‐ship retail store.

♦ Chamber promoted Kaua‘i Made to

the community at the 2nd Small

Business Expo and at two Business

After Hours events. Information on

the products is on the Chamberʹs

website and in the business directory.

♦ KVB promotes Kaua‘i Made products

through email blasts and articles.

Objective 3: To increase communications, interactions, and understanding between

stakeholder groups, especially between residents and the visitor industry.


3a

Encourage two

‐way

communications

between residents and the visitor industry. ♦ The

KTSP

was

presented

to

the

County Council in August and the

presentation aired for one week.

♦ OED, KVB, Chamber and KPAA are

providing a monthly column to The

Garden Island newspaper on issues

of interest.

♦ KVB highlighted the results of the

visitor industry “give back” survey

at the KVB annual meeting in

December 2007.

♦ Kaua‘i High School hosted a career

day in November with visitor

industry representatives.





3b Promote activities that appeal to visitors and

residents, including community events,

sports events, and festivals. Promote

kama‘aina rates, especially during shoulder periods.

♦ KVB issued spring, fall and winter

email blasts to promote shoulder

periods, events and specials. For

example, Grand Hyatt Kauai deployed discounts ten times in the

past year.

♦ OED is running ads on Wala‘au

television and is distributing rack

cards on events.

♦ Banner ads have been placed on

kauaiworld.com for kama‘aina

discounts.

♦ Garden Island Arts Council promotes

local events to a broad distribution list

of visitors and residents.

Objective 4: To maintain and improve visitor satisfaction with their experience on Kaua‘i.


4a Advocate for and support the development

of a means of educating visitors prior to or

upon arrival

on

basic

information

that

will

enhance their safety, enjoyment, and

appreciation of Hawaiian culture and

understanding of local practices and

understanding about the island’s natural

resources. This includes teaching visitors

when not to interact with the environment,

such as: avoid walking on reefs, or touching

wildlife, such as sea turtles, and avoid

picking flowers, plants or leaves. It also

includes providing

useful

information

on

accessibility for visitors with disabilities.

Visitors should also be mindful not to

introduce nor transport invasive species.

♦ KVB distributed information on the

Kauaiexplorer.com water safety

awareness information via e‐ blasts to

travel agents and paid for the

production of two new water safety

banners at Lihu‘e Airport.

♦ KVB reviewed and supported This

Week magazine’s printing of a section

about “What to know before arriving

on island.” This Week Kauai is

running safety messages.

♦ OED is working with a potential 2008

grantee on a web‐ based resource via an HTA OPD grant.

♦ In accordance with H.R. No. 118,

information on recreation safety and

crime prevention created by KVB has

to be reviewed by HTA, then can be

shared through a wide distribution of

partners, media, travel trade, etc.

♦ KVB reviewed the annual DBEDT





VSAT and Resident Sentiment

Surveys with KVB & HHLA leaders

to determine problem areas and create

ways to solve them.

4b Support the development of consistent,

accurate signage to provide easy directions

and identify communities and historical

sites, as well as identifying areas that are

dangerous. Provide interpretive methods to

educate/enhance cultural, natural, and

historical sites where appropriate.

♦ This activity was originally driven by

an HTA staff member who has since

resigned, putting this project on hold.

Other signage efforts include:

♦ PBRA led an effort to provide

additional signage to direct traffic

from Maluhia Road to Po‘ipu via the

bypass.

♦ HTA funds were awarded for

installation of cultural interpretive

signs in the Wailua area.

4c Support efforts to increase safety and

security for visitors and residents at public

places, such as beach parks, events, harbors,

and cultural sites.

♦ KVB held meetings with the Acting

Chief and Mayor regarding crime on

Kaua‘i.

♦ A briefing was held at Wilcox

Hospital on May 23 launching the

WAVE program (Water Awareness

Visitor Education).

♦ 101 Things to Do and a top guidebook

by A. Dougherty were contacted

about what they include in their publication. Awareness articles by

Dr. Monty Downs were published in

The Garden Island.

♦ Chamber, KVB and OED presented a

crime prevention seminar for

businesses on August 10.

♦ OED received a Charity Walk grant to

print more ocean safety brochures.

Kaua‘i Ocean Resources Council

(KORC) started surveying beachgoers on how to best get information to

them about ocean safety.

♦ KVB placed water safety banners at

Lihu‘e Airport.

♦ Visitor Aloha Society Kaua‘i (VASK)

asked the new Police Chief to

consider development of a Kaua‘i

Community on Patrol (KCOP)





program.

♦ HTA approached KVB regarding

placing surveillance cameras at Ke‘e

and Kipu Falls.

♦

OED ran

an

ad

on

water

safety

in

This

Week Kauai.

♦ VASK information cards were printed

and distributed to concierges so that

the VASK 24‐hour phone number can

be shared with victims (in case KPD

does not hand out VASK card).

4d Support the development of a process by

which visitors can access information (multi‐

lingual) in case of an emergency, natural

disaster, etc.

♦ Sheraton Kauai has launched a

language line to be able to

communicate with non‐English

speaking guests.

4e Support the completion of the Kaua‘i

Emergency Preparedness Plan.

♦ Kaua‘i Civil Defense, OED and KVB

held tsunami briefings on each side of

the island May 2007. KVB

encouraged participation in the CERT

(Community Emergency Response

Team) program.

♦ OED made a presentation at an

emergency preparedness seminar for

business August 10. ♦ KVB sent out information on the

CERT program to major properties in

October 2007.

♦ Grand Hyatt Kauai continues to host

CERT trainings for south shore staff

and residents.





Objective 5: To reinforce authentic Hawaiian culture ensuring the foundation of our unique

sense of place and appropriate recognition of this culture.


5a Increase awareness of the Hawaiian culture

among residents of all ages and the visitor

industry, including employees and

employers. This process will require

guidance from respected Hawaiian cultural

advisors and practitioners on Kaua‘i to

ensure that what is perpetuated is authentic

for Kaua‘i. The proper use of the language

will be encouraged, and Hawaiian culture

and history will be integrated into ongoing

training.

♦ Native Hawaiian Hospitality

Association (NaHHA) is leading a

pilot program on O‘ahu that might be

adopted for Kaua‘i. Awaiting word

on outcomes.

♦ OED provided 2008 CPEP funding for

a number of festivals featuring

Hawaiian culture.

♦ Malama Ola event was held at the

Grand Hyatt Kauai in October with 60 participants to address if Hawaiian

culture is alive and well.

♦ KVB’s annual meeting featured Rosa

Say, author of “Managing with

Aloha”.

♦ Kaua‘i Chamber’s annual meeting

featured the Aloha Spirit Award.

5b Support the inventory and designation of

historic and

cultural

sites

by

levels

of

interaction desired with the community.

Promote these sites appropriately and, for

those sites where we encourage visits,

provide appropriate interpretive signage.

♦ OED is discussing a grant opportunity

with Wasabi

Marketing

to

provide

some of this information on the

kauaiexplorer.com website, after

review by a cultural practitioner.

♦ KVB worked with HTA on the new

Style & Resource Guide that offers

Hawaiian language and culture

guidelines in print and on the HTA

website.





Objective 6: To contribute to the preservation and enhancement of the natural resources on

Kaua‘i, including land and ocean.


6a Direct visitors to parks, beaches, and other

natural resource areas that are well equipped

and intended to accommodate resident and

visitor usage

♦ OED received a grant from the

Charity Walk to print more ocean

safety brochures. KORC is surveying

beachgoers on the best way to get

these brochures to them. Information

has been requested from Hawaiian

Airlines regarding the cost to

distribute the brochures in‐flight.

♦ OED funded development of trail

safety information on the

kauaiexplorer.com website. ♦ OED completed an ADA Lodging

Accessibility Resource Guide for

persons with disabilities; it will be

posted on the County’s website

www.kauai.gov.

♦ DLNR’s reconstruction of the Waimea

Canyon ditch is underway. A staff

phone has been installed at Ha‘ena

State Park. The water systems at

Polihale and

Koke

‘e State

Parks

are

being improved. Reconstruction of

the restroom at Opaeka‘a Falls

overlook is near completion.

♦ KPAA is awaiting the Governorʹs

release of a state grant‐in‐aid to

restore the first two miles of the trail

in the Napali Coast Wilderness State

Park and to reconstruct the CCC

camp in Koke‘e State Park.

♦ The County of Kaua‘i 2008 state

legislative priorities include funding

for coqui frog eradication and

shearwater mitigation.





6b Promote and encourage green practices such

as recycling, and energy and water

conservation efforts throughout the visitor

industry and community.

♦ KPAA hosted the Greening Kaua‘iʹs

Visitor Industry conference in

October, funding by OED with HTA

OPD funds with support from other sponsors. KVB sponsored the

keynote speaker from Australia.

♦ Rotary Club of Kapa‘a provided

awards to green businesses; the

Mayor supported by providing

framed certificates to the winners.

♦ National Tropical Botanical Garden is

building the islandʹs first LEED‐

certified building at Lumahai.

♦ Kaua‘i Made and Limahuli Gardens

received the Blue Award for

sustainability.

♦ A green curriculum is being

integrated into KCC’s Construction

Academy.

6c Encourage organizations within the Kaua‘i

visitor industry to participate in the ʺAdopt‐

A‐Parkʺ program. The Adopt‐a‐Park

program has successfully provided park

stewardship as well as given the community

a sense of pride and ownership. Industry

involvement will allow for more parks to be

included in the program and increase

positive experiences for residents and

visitors.

♦ OED is working with the County’s

Adopt‐a‐Park coordinator on a flyer

to go out to visitor industry

encouraging adoption of the

remaining parks.

6d Advocate for the protection of open spaces to

help preserve the rural nature of Kaua‘i.

♦ KVB distributed information on the

Open Space Commission survey and

meetings.





Objective 7: To establish a process for ensuring Kaua‘i County TSP implementation and

coordination with other county and state plans. Develop a mechanism to track

plan objectives, regularly review scorecards, and make revisions as necessary.

Strategy

2007 Progress

7a Successfully implement the Kaua‘i County

TSP by contracting an organization to

facilitate plan implementation. This

organization will coordinate meetings of an

advisory committee, track action plans, bring

data together to update scorecards, and

facilitate public updates.

♦ The KTSP and action plans are on the

County’s website www.kauai.gov.

♦ KPAA was contracted to assist with

facilitation of the plan’s

implementation.

♦ The KTSP Implementation Committee

met five times in 2007.

♦ A process to collect quarterly progress

reports was initiated.

♦ The KTSP scorecards were updated. ♦ A report on 2007 progress was

completed.

♦ A public presentation on the Mayor’s

Kuleana television show to report on

2007 progress took place January 24.

The program will be replayed for a

week and will be taped; the tape will

be available to visitor industry groups

to inform their membership on KTSP

progress.

KTSP SCORECARDS

The KTSP included scorecards for each objective with a set of measures and directional targets to

be used in determining if tourism, as a result of the KTSP, was moving in a desired direction. It

should be noted that, with only a few exceptions, statistics for 2007 were not yet available at the

time this report was issued, therefore the new data is for the year 2006, before the Kaua‘i Tourism

Strategic Plan was implemented. The test of the plan’s implementation will be whether in

subsequent years the measures reflect desired directions.

Some of the KTSP 2005 measures in Objective 2 have been updated to reflect final figures for that

year, as provided by DBEDT.





Objective 1 Scorecard

Measure

Data Year

2005

Data Year

2006

2009

Change

2006

Target

Met?

1.1 Residents surveyed: rate how tourism affects

your island on the overall quality of life1: 52% Better

22% Worse

39% Better

20% Worse

Reverse

Declining

Trend

No

Yes

1.2 Resident surveyed who agree2:

- Most tourism jobs don’t have much

opportunity:

- Tourism has brought more benefits:

- Need more tourism jobs:

- Tourism has been mostly good for self and

family:

54%

70%

29%

51%

55%

63%

54%

35%

Reverse

Declining

Trend

Yes

No

Yes

No

1.3 Residents surveyed: rate how the island’s visitor industry is helping other local

businesses profit from tourist dollars3:

53% Good 56% Good Reverse

Declining

Trend

Yes

1.4 Residents surveyed: traffic considered a big

problem

(note in 2005 considered the second biggest

problem behind Cost of Housing)4:

67% Question

not asked in

2006

Reverse

Declining

Trend

No

Data

12005 and 2006 Survey of Resident Sentiments on Tourism in Hawai‘i, Market Trends Pacific and John Knox and

Associates, December 2005 and November 20062

2005 and 2006 Survey of Resident Sentiments on Tourism in Hawai‘i, Market Trends Pacific and John Knox andAssociates, December 2005 and November 20063


2005 Survey of Resident Sentiments on Tourism in Hawai‘i, Market Trends Pacific and John Knox and Associates,December 2005






Measure

Data Year

2005

(Final)

Data Year

2006

(Final)

2009

Change

2006 Target

Met?

2.1

Per Person Per Day Visitor Spending5:

Total Visitor expenditures (in millions)6:

Total Visitor Arrivals7

Total Arrival Cruise8

Total Arrival Non‐cruise9:

Per Party Per Trip Visitor Spending10:

- Luxury Hotel:

- Budget to Standard Hotel:

$160

$1,162

1,128,807

311,705

817,102

$4,387

$2,870

$168

$1,288

1,270,013

371,376

898,637

$4,49111

$2,97712

Increase

All

Measures

Modest

Increase

Increase

Increase

Yes

Yes

12.5% No

19.1% No

10% No

Yes

Yes

2.2 Hotel occupancy during shoulder

periods13:

- April/May:

- November/December:

75%

66%

73%

66%

Increase

Increase

No

No

2.3 Percent of First time Visitors14:

Percent of Repeat Visitors15:

35%

65%

34%

66%

Maintain

Maintain

No

Yes

2.4 Resident Population16:

Civilian Workforce17:

Average de facto population – Cruise18:

Average de facto population – Non‐

cruise19:

De facto population per square mile20:

62,640

32,750

839

18,857

143.3

63,004

32,559

1,017

21,000

146.1

Track Tracked

5DBEDT 2006 Visitor Satisfaction & Activity Report – Table 1 (online)




9Calculation: Total Visitor Arrivals - Total Arrival Cruise

10DBEDT: SMS Segmentation Analysis 2005; DBEDT 2006 calculations based on Final NI Survey data: Table P-4G

Per Party Spending by Hotel Class (Kaua‘i), Aggregate of Budget, Economy, Midprice, Upscale11

DBEDT 2006 calculations based on Final NI Survey data: Table P-4G Per Party Spending by Hotel Class (Kaua‘i)12 DBEDT 2006 calculations based on Final NI Survey data: Aggregate of Budget, Economy, Midprice, Upscale13 DBEDT 2006 Annual Visitor Research Report: Table 81 (simple average) 14

DBEDT Visitor Statistics 2005; DBEDT 2006 Annual Visitor Research Report: Table 4815

DBEDT Visitor Statistics 2005; DBEDT 2006 Annual Visitor Research Report: Table 4816

Population Division, U.S. Census Bureau, Release Date: March 16, 2006, includes approximately 155 residents wholive on Ni’ihau and 2006 population estimate from the Kaua’i County QuickFacts, U.S. Census Bureau17

State of Hawai‘i, Department of Labor and Industrial Relations: 2005 Annual Report18

SMS based on DBEDT projections 2005, total annual cruise passengers divided by 36519

SMS based on DBEDT 2005 and 2006, total non-cruise visitors days divided by 36520

U.S. Census Bureau, 2000, calculations by the Hawai‘i State DBEDT, 2005 update by SMS (552 square miles);DBEDT 2006 Databook: Table 1.09






Measure

Data Year

2005

Data Year

2006

2009

Change

2006

Target

Met?

3.1 Residents Surveyed: rate how the island’s

visitor industry is making local residents feel

welcome in hotels and other visitor facilities 21:

51% Good 48%

Good

Reverse

Declining

Trend

No

3.2 Residents Surveyed: rate the job the government

has done in promoting festivals, arts, and

cultural activities to bring visitors and residents

together22:

58% Good 54%

Good

Reverse

Declining

Trend

No









Measure

Data Year

2005

Data Year

2006

2009

Change

2006

Target

Met?

4.1 Visitor Activity Participation – Continental

U.S.23:

- Sightseeing

- Recreation

- Entertainment

- Shopping

- Culture

- Transportation

88%

82%

67%

83%

65%

80%

92%

78%

64%

81%

62%

76%

Not

deter‐

mined

NA

4.2 Visitor Satisfaction – Continental U.S.24:

- Excellent

- Above Average

- Below Average

- Poor

71%

25%

3%

1.5%

67%

27%

5%

1.0%

Increase

Excellent

Rating

No

Data Year

2005

Data

Year

2006

Data

Year

2007

2009

Change

2006

Target

Met?

4.3 Number of Crimes Against Visitors (based on

KPD and VASK reports)25: 339 472 475 Reduce No

Data Year

2004

Data Year

2006 2009

Change

2006

Target

Met?

4.4 Number of Police Officers on Kaua‘i26: 203 212 Increase Yes

4.5 Number of Drownings27:

- Residents

- Visitors

1

10

4

12

Reduce No

No

23DBEDT Visitor Satisfaction and Activity Report 2005 and 2006

24DBEDT Visitor Satisfaction and Activity Report 2005 and 2006

25Visitor Aloha Society of Kaua`i (VASK) 2004, 2006 and 2007 Report

26DBEDT The State of Hawaii Data Book 2004, Table 4.13; DBEDT 2006 Databook: Table 4.13

27Roig, Susanne. “Drowning spur push to educate.” Honolulu Advertiser : 18 June 2006.; 2006 figures from Kaua‘i

Fire Department report






Measure

Data Year

2005

Data Year

2006

2009

Change

2006

Target

Met?

5.1 Residents Surveyed: rate how tourism affects

your island regarding the preservation of

Native Hawaiian Culture 28:

34% Better

38%

Worse

23%

Better

35%

Worse

Reverse

Declining

Trend

No

No


visitor industry is treating Native Hawaiian

culture in an accurate and respectful way 29:

31%

Poorly

22%

Poorly

Reverse

Declining

Trend

Yes


Measures

Data Year

2005

Data Year

2006

2009

Change

2006

Target

Met?

6.1 Residents Surveyed: rate how tourism affects

your island regarding the preservation of

nature and open space 30:

51%

Poorly

Question

not asked in

2006

Reverse

Declining

Trend

No

Data


visitor industry is conserving natural

resources31:

38% Good 25% Good

Reverse

Declining

Trend

No

6.3 Residents Surveyed: perceived impacts on the

number and quality of parks (revised

wording)32:

(Revised

figures)

33% Better

19% Worse

29% Better

18% Worse

Reverse

Declining

Trend

No

No

Data Year

2006

Data Year

2007

2009

Change

2006

Target

Met?

6.4 Number of county parks that have been

adopted in the Adopt‐A‐Park program33: 30 39 Increase Yes




2005 Survey of Resident Sentiments on Tourism in Hawai‘i, Market Trends Pacific and John Knox and Associates,December 200531


2005 and Survey of Resident Sentiments on Tourism in Hawai‘i, Market Trends Pacific and John Knox andAssociates, December 2005 and November 2006 (Exhibit 2.1, p. 21)33

County of Kaua‘i Adopt-A-Park Office






Measures Data Year 2007 Target Met?

7.1 Action steps completed as indicated in the

plan.

(% of action steps completed as indicated in

the plans)

127 Total Action Steps

4 Action

Steps

Completed

% Completed= 3.1%

NA

7.2 Kaua‘i County TSP tracked and reported on

every year. (Annual meeting of Advisory

Committee conducted, updated scorecards

presented, and plans revised as appropriate.)

Tracked – Yes

Reported ‐ Yes

NA

NA

7.3 Percent of desired scorecard measures with

regularly available data provided to track

progress.

43 Desired Measures

41 Measures

Data Regularly

Available = 95%

2 Measures

Data Not Regularly

Available = 5%

NA

7.4 Number of directional measures that met

targets.

12 NA

CHALLENGES

ENCOUNTERED

As this plan is implemented over the next few years, it is to be expected that action steps and

timelines will have to be adjusted. Actions beyond the control of the Kaua‘i Tourism Strategic Plan

Implementation Committee or the lead organization may delay anticipated progress in some areas.

The data sources for some of the scorecards are not readily available. The data for Measure 2.1

was incorrect in the plan, but has been corrected for this report. Some questions in the resident

survey are asked only every other year, so cannot be reported annually; this is noted where

relevant in the updated scorecards. Every attempt has been made to secure accurate information

for the scorecard updates.

The great majority of the action steps are ongoing activities – they cannot be done once and

checked off. Therefore, the scorecard measure of completed action steps is quite low, but over

time, it is anticipated that progress will be made.





SUMMARY

While the strategic plan points a direction and suggests strategies and actions, the industry needs

to be able to take advantage of other unexpected opportunities that will address the objectives and

strategies. The Kaua‘i Tourism Strategic Plan is meant to be a dynamic document that points a direction and responds to emerging or changing needs of the community and the visitor industry.

When everyone’s work lives are already so busy, finding time to focus on implementation of an

industry’s strategic plan can be a challenge. Kaua‘i was fortunate to have the strong support and

involvements of Beth Tokioka of the County of Kaua‘i Office of Economic Development, Sue

Kanoho of the Kaua‘i Visitors Bureau, Randy Francisco of the Kaua‘i Chamber of Commerce and

Doug Sears of the Hawai‘i Hotel and Lodging Association‐Kaua‘i along with other lead individuals

and organizations and other active members of the KTSP Implementation Committee. Their

efforts were

greatly

valued

in

providing

insights,

feedback

and

direction.

The work of the Kaua‘i Planning & Action Alliance in overseeing the plan’s implementation

concludes in January 2008, when the County of Kaua‘i Office of Economic Development will

assume this role.

This report prepared by:

Diane Zachary, President & CEO

Kaua‘i Planning & Action Alliance

2959 Umi Street, Suite 201, Lihu‘e, HI 96766

Phone 808.632.2005 Fax 808.632.2018

Email [email protected]




APPENDIX. ACRONYMS USED IN THIS REPORT

AOHT Academy of Hospitality Tourism, located at Kaua‘i High School

B&B Bed & Breakfast CERT Community Emergency Response Team

Chamber Kaua‘i Chamber of Commerce

CPEP Hawai‘i Tourism Authority County Product Enrichment Program

DBEDT Hawai‘i Department of Business, Economic Development and Tourism

DLNR Hawai‘i Department of Land and Natural Resources

HHLA Hawai‘i Hotel & Lodging Association

HTA Hawai‘i Tourism Authority

HVCB Hawai‘i Visitors and Convention Bureau

IVU

Individual Vacation

Unit

KATOA Kaua‘i Ag Tour Operators Association

KBA Kapa‘a Business Association

KCC Kaua‘i Community College

KORC Kaua‘i Ocean Resources Council

KPD Kaua‘i Police Department

KPAA Kaua‘i Planning & Action Alliance

KTSP Kaua‘i Tourism Strategic Plan

KVB Kaua‘i Visitors Bureau

LEED Leadership in Energy and Environmental Design

LBA Lihu‘e Business Association

NaHHA Native Hawaiian Hospitality Association

OCET Kaua‘i Community College’s Office of Continuing Education and Training

OED County of Kaua‘i, Office of Economic Development

OPD Hawai‘i Tourism Authority Other Product Development Program

PBRA Po‘ipu Beach Resort Association

RFP Request for Proposals

TWIC Transportation Worker Identification Credential

VASK Visitor Aloha Society of Kaua‘i

VSAT Visitor Satisfaction and Activity Report WAVE Water Awareness Visitor Education

ktsp 2007 progress report

Documents