STAND. COM. REP. NO. 63

 

Honolulu, Hawaii

                  

 

RE:    S.B. No. 264

 

 

 

Honorable Colleen Hanabusa

President of the Senate

Twenty-Fifth State Legislature

Regular Session of 2009

State of Hawaii

 

Madam:

 

     Your Committee on Tourism, to which was referred S.B. No. 264 entitled:

 

"A BILL FOR AN ACT RELATING TO TOURISM,"

 

begs leave to report as follows:

 

     The purpose of this measure is to clarify the duties of the Hawaii Tourism Authority (Authority) regarding the development of measures of effectiveness in assessing its marketing plan.

 

     The measure attempts to accomplish this purpose by amending language in the existing statute to specify that the Authority shall develop measures of effectiveness to assess its marketing plan, as opposed to language that only requires the Authority to be responsible for developing measures of effectiveness to assess its marketing plan.

 

     Your Committee received testimony in support of the intent of this measure from the Department of Business, Economic Development, and Tourism.  The Authority submitted testimony in support of the measure with suggested amendments.

 

     Your Committee finds that this measure will help address concerns raised in the State Auditor's report that was released on January 14, 2009, regarding the Authority and its long-term strategy for addressing tourism in Hawaii.

 

     Your Committee finds that this measure will clarify the duties of the Authority regarding the development of measures of effectiveness in assessing its marketing plan.

     Your Committee further finds that the Authority has recommended that the measure be amended to further require that the measures of effectiveness shall assess and document the effectiveness of the Authority's marketing plan in:

 

     (1)  Creating the intention to travel to Hawaii;

 

     (2)  Establishing positive impressions of the Hawaii brand relative to its competitors; and

 

     (3)  Measuring the specific marketing attributes of Hawaii in major market areas.

 

     Your Committee finds that the recommendations offered by the Authority have merit and the possible inclusion of these recommendations should be discussed as the measure progresses through the legislative process.

 

     As affirmed by the record of votes of the members of your Committee on Tourism that is attached to this report, your Committee is in accord with the intent and purpose of S.B. No. 264 and recommends that it pass Second Reading and be placed on the calendar for Third Reading.

 

Respectfully submitted on behalf of the members of the Committee on Tourism,

 

 

 

____________________________

CLARENCE K. NISHIHARA, Chair