A New Day

1. International Festivals & Events Association A New Day ALOHA FESTIVALS

2. Why are we here? • Invited by the Hawaii Tourism Authority (HTA) to conduct an unbiased and independent evaluation of Aloha Festivals • Final product will be written report detailing the following summary of findings

3. Introductions • Who is the IFEA? • Your Evaluation Team • Combined 85 years of experience • Backgrounds in event creation, production, management and funding; tourism marketing and management

4. Methodologies • Email Survey • 50+ distributed by email • 15 responses • Review of Historical Data • HTA Reports • Documents provided by Aloha Festivals

5. Methodologies • 48 On-Site Interviews • Aloha Festival Board: 11 • HTA Board: 4 • HTA Staff: 5 • Staff: 4 • Island Managers: 3 • Event participants: 5 • PR/Marketing: 2 • Other Events: 3 • Neighbor Island Counties/CVBs: 6 • Sponsors: 6 • Government Officials: 3

6. Governance • Mission Statement • Core Values • Bylaws • Policies & Compliance • Terms • Conflict of Interest • Staff/Board Relations • Systems • Fiscal Management and Responsibility • Board Size & Structure • Island Relations

7. Staffing • President • Office Positions • Island Managers • Role of Volunteers and Board • Definition of Volunteers • Intern Program • Committee Structure/Succession • Professional Training

8. Finance • Debt Awareness/Service • Systems/Lack of Internal Controls • Embezzlement • Reporting • Financial Sustainability

9. (Lack of) Product PERCEPTION VS. REALITY • On the island of Oahu, there are roughly 15 events for a total of 30-40 hours of festival activity spread over a five week period of time. Source: Aloha Festivals 2007 HTA Report

10. Outreach Reality • The total attendance of all Oahu-based events is 124,000 (70,000 residents and 54,000 visitors), of which 106,000 are attributed to the Parade and Waikiki Ho’olaule’a (60,000 residents and 46,000 visitors). Source: Aloha Festivals 2007 HTA Report

11. Outreach Reality • The 70,000 local attendees represent 7.7 percent of Honolulu County’s population. • Events other than the parade and block party attract only 10,000 residents, which represents only one percent of the county’s population. Source: Aloha Festivals 2007 HTA Report

12. Financial Reality • Using the 2007 total Oahu attendance and budget numbers provided, cost to reach each attendee was roughly $6 and the cost of event production was approximately $23,000 per hour. Source: Aloha Festivals 2007 HTA Report

13. Product • Length of Run • Need for Product Research • Aloha Spirit vs. “Preserve and Protect”

14. Sponsorship • Non-Existent • Sponsor Alienation • Lack of Media Sponsors • Sales Staff (sales, service and follow-up) • Inventory of Assets • Definition of Benefits • Solicitation Materials • Missed Opportunities/ In-Kind Sponsorships

15. Operations • Systems • Communications • Volunteers - Volunteer Manager - Database • Island Managers • Training and Support

16. Marketing • Program • No Need for Outsourcing • Late Design and Complexity of Theme • Website • Marketing Staff • Other Partners - CVB - Media Co-Sponsors - Private Sector • Lack of Collaterals

17. Non-Sponsorship Revenue • Merchandising & Sales Partnerships • Ribbons • Tickets • Memberships • Food and Beverage • Hospitality Opportunities

18. Our Recommendations • Take Two-Year Hiatus • Reduce and Reconstitute Board • Hire Professional Staff • Define Core Values • Recreate the Product • Shorten Length of Run • Build Partnerships to Share the New Vision

19. Next Steps • Obtain Full Board Buy-In • Define Short-Term Financial Options • Pick a Hero • Craft Your Message • Determine Process and Timeline • Dream Big and Make It Happen!

20. A New Day Begins