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Niche marketing presentation to kala commttPresentation Transcript
Expanding & Sustaining Hawaii’s Niche Tourism Market Presented by: Judith Fox-Goldstein, Director University of Hawai'i at Hilo Conference Center & Hawaiian EDventure for: KALA COMMITTEE COMMUNITY ENRICHMENT PRODUCT DEVELOPMENT GRANT DECEMBER 16, 2003
Sustainable Niche Tourism… Community Inspired , Community Driven & Community OWNED! COMMUNITY UNIVERSITY STATE C0UNTY Program Developers, Marketers Students, Interns, Faculty, Cultural & Educational Resource Logistical , Clerical & Fiscal Support Public Relations Ambassadors Marketing & Advertising Grants, Reports & Product Development Kupuna & Senior Centers Volunteers , Community Organizations & Mentorship Programs Business and Local Vendors & Service Providers
PRIMARY OBJECTIVES OF NICHE TOURISM (EduTourism) PROGRAMS
To promote Hawai`i as the PREMIER educational and cultural destination in the world!
To showcase our island’s diversity, extraordinary community resources and the University & community’s expertise in science and culture.
To extend the visitors length of stay in Hawai`i.
To develop innovative niche tourism programs and activities appealing to a broad demographic of visitors.
To stimulate economy by increasing visitor expenditures.
Acts as a “change agent” by expanding Hawaii’s image to “The 3 S’s ( Sun – Surf – and SCIENCE . Expanding image to promote Hawai`i as a learning destination.
NICHE TOURISM PROGRAMS OFFER:
Experiential educational, cultural, recreational and wellness programs that provide hands-on, participatory and integrated approaches to learning in a very unique environment.
DESIGNED FOR: (Target Markets)
Students - local, national and international (Elementary-University)
Educators, Researchers, & Administrators
Organizations & Clubs
Incentive & Pre/post-conference groups
Cruise Industry passengers
Life Long Learners
EduTourism, Agri-Tourism, Cultural & Heritage Tourism, Hi-Tech Tourism and Wellness Tourism are all components of NICHE TOURISM (EduTourism.)
OSHER PARTICIPANTS CAN EXPERIENCE HAWAII’S VOLCANOES FIRST HAND! “ 3 Islands – 3 Volcanoes”
“ HAWAII’S HOMES & GARDENS” The perfect combination of art and nature in symbiosis
“ Birds of Paradise” – “Wings of Aloha” Respecting the environment and preserving the natural ecology are a must! Small groups prevail!
DISCOVERY HAWAII’S TROPICAL AGRICULTURE… “Discovering your ROOTS” “ Hawaii Beyond the Postcard”
A PROFILE OF HAWAII’S ART, CULTURE AND NATURAL HISTORY OSHER EXPERIENTIAL LEARNING ROGRAM
DISCOVERING HAWAII’S SKIES “ Astronomy: Beyond the Night Skies”
COFFEE, CULTURE & CALMING YOUR SPIRIT! “ Hawaii’s EcoTours”
QUILT WITH HAWAII’S MASTER QUILTERS OSHER LEARNING INSTITUTE University of Hawai`i at Hilo “ Hawaiian Quiltscapes” 2005
“ REMEMBER THE FAMILY” “ Ohana Aloha” (Intergenerational Families)
“ E HO’I MAI E KE KUMU” Going Back to Our Roots The foundation of all our programs lies in the grace and knowledge of Hawaii’s Kupuna. (Going Back to Our Roots)
CAPTURING THE JAPANESE MARKET “ E Pulama E Ka Ko Honua Nei” (Reaching Across Cultures)
NICHE TOURISM…A CROSS CULTURAL REALITY! Japanese Korean Chinese
NICHE AND SPECIALTY MARKETS
DEVELOPING THE ALUMNI MARKET
MARKETING CONTINUES TO: Students, Families, & Lifelong Learners
PARTNERS AND COLLABORATORS:
Universities, Schools, Organizations
Alumni Groups, Charter Groups
Elementary and High School Science Teachers and Clubs
International Schools (Japan, Korea, China)
Local Artists, Local Clubs, Local Vendors
Local Hotels, Transportation, Visitor Industry Attractions
Educational Travel Groups
Seimer and Hand
People to People
Rainforest and Reef
Life Long Learning Groups
Golden Escapes (Canada)
JASON & Educational Groups
Kupuna and Senior Citizens Groups
Hawaii Tourism Authority
Hawaii Visitors Bureau
Economic Development Boards
Farmers/ Ag Tourism
B & Bs
National, International and local
Honored by Hawai‘i Visitor’s & Convention Bureau!
1997 Kahili Award
1999 Kahili Award
1999 “Best of Show”
2002 Kahili Award
2002 “Best of Show”
Honored by International Academic Association of Conference & Event Directors
1990 Conference Professionals of the Year
1996 International Award in Academic &
Institutional Achievement in the field of
Conference & Event Management
1998 Athena Award Winner
of the Year)
Judith Fox-Goldstein Director UH Hilo Conference Center 200 W. Kawili Street, Hilo, HI 96720 Ph: 808-974-7555 http://conference.uhh.hawaii.edu
History: 1990 – Under the leadership of Chancellor Edmond Kormondy, the UH Hilo Conference Center was mandated to initiate operation and to serve the University faculty and community.
The mission of the UH Hilo Conference Center is to extend the resources of the University to promote education and understanding to the global community.
The Center, which is committed to excellence, supports the development, facilitation, coordination and implementation of faculty professional, and research oriented conferences, seminars and educational programs that are consistent with the mission of the University.
The Conference Center promotes an awareness of UH Hilo to conference participants, community visitors, international guests and visiting student groups, thus aiding in the institutions overall recruitment effort.
The Center promotes and markets the University by showcasing its programs to the world and expanding use of campus facilities. It provides training and employment opportunities for students and promotes lifelong learning to the global community.
The Center facilitates linkages and relationships with external organizations encouraging strong business and academic partnerships.
PRIMARY OBJECTIVES FOR UH-HILO CONFERENCE CENTER
To showcase University of Hawaii at Hilo
To act as Public Relations agent for the University
To market University of Hawaii to local, national & international community.
To promote University by attracting international meetings and short-term travel education programs
To establish reputation as premier site for meetings and travel programs
To maximize facility use
To provide opportunities for professional development through conferences and meetings sponsored by University
To promote the University, the Big Island and the State as the “Greatest Outdoor Classroom in the World” through our innovative EduTourism programs.
To provide coordination & implementation services for special events (Inauguration, Math Science Conference, Onizuka Day)
Function as academic & business liaison for the University
To form collaborations and partnerships with Universities, government agencies, business and Hi-Tech institutions
To provide internship experiences and employment for students
To act as a “training laboratory” for hospitality and visitor industry students