Niche marketing presentation to mc neil wilson communications

Hawaii’s Niche Tourism MarketEdu-Tourism

Wellness TourismCultural Tourism

Agri-TourismHawaiian Art, Music and Cuisine

Judith Fox-Goldstein, DirectorUniversity of Hawai'i at Hilo

Conference Center & Hawaiian EDventure

http://conference.uhh.hawaii.edu

for:

McNEIL WILSON COMMUNICATIONS, INC.

Sustainable Niche Tourism…Sustainable Niche Tourism…Community Community InspiredInspired, Community , Community DrivenDriven & Community & Community OWNED!OWNED!

COMMUNITY

UNIVERSITY STATE C0UNTY

ProgramDevelopers,Marketers

Students, Interns,Faculty, Cultural

& Educational Resource

Logistical , Clerical & Fiscal Support

Public RelationsAmbassadors

Marketing &Advertising

Grants, Reports &Product Development

Kupuna &Senior Centers

Volunteers , Community

Organizations &Mentorship Programs

Business and Local Vendors &Service Providers

COMMUNITY IMPACT COMMUNITY IMPACT Employment & ServicesEmployment & Services

• Cultural SpecialistsCultural Specialists• Naturalists, Scientists Naturalists, Scientists • Retirees, Teachers & Retirees, Teachers &

EducatorsEducators• Program DevelopersProgram Developers• Bi-Lingual InterpretersBi-Lingual Interpreters• Artists, Crafts People, Artists, Crafts People,

Musicians, DancersMusicians, Dancers• Field InterpretersField Interpreters• Biologists, Volcanologists, Biologists, Volcanologists,

AstronomersAstronomers• Business CommunityBusiness Community• Service Vendors (food, Service Vendors (food,

transportation, recreation, transportation, recreation, lodging, consumable lodging, consumable supplies)supplies)

• Kupuna, Senior CentersKupuna, Senior Centers• Visitor Industry Sites/ActivitiesVisitor Industry Sites/Activities• Specialty Hires – Specialty Hires –

Fitness,Wellness, Culinary Arts, Fitness,Wellness, Culinary Arts, Master Gardening, Quilting, Master Gardening, Quilting, Photography, Recreation, Photography, Recreation, AdventureAdventure

• Students and Junior Students and Junior AmbassadorsAmbassadors

• Public Relations, Marketing Public Relations, Marketing SpecialistsSpecialists

• Researchers/Visiting ScholarsResearchers/Visiting Scholars• Department of EducationDepartment of Education• Student ClubsStudent Clubs• Clerical SupportClerical Support• Junior AmbassadorsJunior Ambassadors• Training ProgramsTraining Programs

PRIMARY OBJECTIVES OFPRIMARY OBJECTIVES OF NICHE TOURISM (EduTourism) NICHE TOURISM (EduTourism)

PROGRAMSPROGRAMS• To To promotepromote Hawai`i as the Hawai`i as the PREMIER educational PREMIER educational

and cultural destination in the world!and cultural destination in the world!• To To showcaseshowcase our island’s diversity, extraordinary our island’s diversity, extraordinary

community resources and the University & community resources and the University & community’s expertise in science and culture.community’s expertise in science and culture.

• To To extendextend the visitors length of stay in Hawai`i. the visitors length of stay in Hawai`i.• To To developdevelop innovative niche tourism programs and innovative niche tourism programs and

activities appealing to a broad demographic of visitors.activities appealing to a broad demographic of visitors.• To To stimulatestimulate economyeconomy by increasing visitor by increasing visitor

expenditures. expenditures. • Acts as a Acts as a “change agent”“change agent” by expanding Hawaii’s by expanding Hawaii’s

image to “The image to “The 3 S’s3 S’s ( (SunSun – – SurfSurf – and – and SCIENCESCIENCE. . Expanding image to promote Hawai`i as a learning Expanding image to promote Hawai`i as a learning destination.destination.

NICHE TOURISM NICHE TOURISM PROGRAMS OFFER:PROGRAMS OFFER:

• Experiential educational, cultural, recreational and Experiential educational, cultural, recreational and wellness programs that provide hands-on, wellness programs that provide hands-on, participatory and integrated approaches to learning participatory and integrated approaches to learning

in a very unique environmentin a very unique environment..

DESIGNED FOR: (Target DESIGNED FOR: (Target Markets)Markets)

• Students - local, national Students - local, national and international and international (Elementary-University)(Elementary-University)

• Educators, Researchers, Educators, Researchers, & Administrators& Administrators

• Organizations & ClubsOrganizations & Clubs• Incentive & Pre/post-Incentive & Pre/post-

conference groupsconference groups

• Cruise Industry Cruise Industry passengerspassengers

• Families/Families/IntergenerationalIntergenerational

• F.I.T.F.I.T.• Service LearningService Learning• Life Long LearnersLife Long Learners

EduTourism, Agri-Tourism, Cultural & Heritage Tourism, Hi-Tech Tourism and Wellness Tourism are all components of NICHE TOURISM (EduTourism.)

VISITOR’S CAN EXPERIENCE VISITOR’S CAN EXPERIENCE HAWAII’S VOLCANOES FIRST HAWAII’S VOLCANOES FIRST

HAND!HAND!

““3 Islands – 3 Volcanoes”3 Islands – 3 Volcanoes”

““HAWAII’S HOMES & HAWAII’S HOMES & GARDENS” GARDENS”

The perfect combination of The perfect combination of art and nature in symbiosisart and nature in symbiosis

““Birds of Paradise” – “Wings of Birds of Paradise” – “Wings of Aloha”Aloha”

Respecting the environment and Respecting the environment and preserving the natural ecology are a preserving the natural ecology are a

must! Small groups prevail!must! Small groups prevail!

DISCOVERY HAWAII’S DISCOVERY HAWAII’S TROPICAL AGRICULTURE… TROPICAL AGRICULTURE… “Discovering your ROOTS”“Discovering your ROOTS”

““Hawaii Beyond the Hawaii Beyond the Postcard”Postcard”

A PROFILE OF HAWAII’S ART, A PROFILE OF HAWAII’S ART, CULTURE AND NATURAL CULTURE AND NATURAL

HISTORYHISTORY

Experience Hawaii’s Pacific Experience Hawaii’s Pacific Rim Cuisine and multi-Rim Cuisine and multi-

cultural population cultural population

DISCOVERING HAWAII’S DISCOVERING HAWAII’S SKIESSKIES

““Astronomy: Beyond the Astronomy: Beyond the Night Skies”Night Skies”

COFFEE, CULTURE & COFFEE, CULTURE & CALMING YOUR SPIRIT!CALMING YOUR SPIRIT!

““Hawaii’s EcoTours”Hawaii’s EcoTours”

QUILT WITH HAWAII’S QUILT WITH HAWAII’S MASTER QUILTERS MASTER QUILTERS

HAWAIIAN QUILTSCAPESHAWAIIAN QUILTSCAPES

11/NIGHTS 12/DAYS11/NIGHTS 12/DAYS

O’AHU AND HAWAII’S BIG ISLANDO’AHU AND HAWAII’S BIG ISLAND

““REMEMBER THE FAMILY” REMEMBER THE FAMILY”

““Ohana Aloha” (Intergenerational Ohana Aloha” (Intergenerational Families)Families)

““E HO’I MAI E KE KUMU”E HO’I MAI E KE KUMU”Going Back to Our RootsGoing Back to Our Roots

The foundation of our programs The foundation of our programs lies in the knowledge of lies in the knowledge of

Hawaii’s Kupuna.Hawaii’s Kupuna.

(Going Back to Our Roots)(Going Back to Our Roots)

APPEALING TO THE APPEALING TO THE JAPANESE MARKETJAPANESE MARKET

““E Pulama E Ka Ko Honua Nei” E Pulama E Ka Ko Honua Nei” (Reaching Across Cultures)(Reaching Across Cultures)

Japanese KoreanChinese

NICHE TOURISM…A CROSS NICHE TOURISM…A CROSS CULTURAL REALITY! CULTURAL REALITY!

NICHE AND SPECIALTY NICHE AND SPECIALTY MARKETSMARKETS

CULINARY DELIGHTSCULINARY DELIGHTS

DEVELOPING THE ALUMNI DEVELOPING THE ALUMNI MARKETMARKET

MARKETING CONTINUES TO:MARKETING CONTINUES TO:Students, Families, & Lifelong Students, Families, & Lifelong

LearnersLearners

PARTNERS AND PARTNERS AND COLLABORATORS:COLLABORATORS:

• Universities, Schools, Universities, Schools, OrganizationsOrganizations

• Alumni Groups, Charter GroupsAlumni Groups, Charter Groups• Elementary and High School Elementary and High School

Science Teachers and ClubsScience Teachers and Clubs• International Schools (Japan, International Schools (Japan,

Korea, China)Korea, China)• Local Artists, Local Clubs, Local Local Artists, Local Clubs, Local

VendorsVendors• Local Hotels, Transportation, Local Hotels, Transportation,

Visitor Industry AttractionsVisitor Industry Attractions• Educational Travel GroupsEducational Travel Groups

– OdysseyOdyssey– Earth ExploreEarth Explore– Seimer and HandSeimer and Hand– People to PeoplePeople to People– Rainforest and ReefRainforest and Reef

• Life Long Learning GroupsLife Long Learning Groups– ElderhostelElderhostel– InterhostelInterhostel– FamilyhostelFamilyhostel– Golden Escapes (Canada)Golden Escapes (Canada)

• JASON & Educational GroupsJASON & Educational Groups• Religious GroupsReligious Groups• Volunteer OrganizationsVolunteer Organizations• Kupuna and Senior Citizens Kupuna and Senior Citizens

GroupsGroups• Alu LikeAlu Like• Hawaii Tourism AuthorityHawaii Tourism Authority• Hawaii Visitors BureauHawaii Visitors Bureau• DBEDT DBEDT • Economic Development BoardsEconomic Development Boards• Farmers/ Ag TourismFarmers/ Ag Tourism• B & BsB & Bs• HotelsHotels• CorporationsCorporations• National, International and localNational, International and local conferencesconferences

Community Impact

HotelsUH Dorms

B&B's

Restaurants

Food Serv Vendors

TransportationCar RentalsRetailersVisitor Ind Tours

DOE

Teachers

Volunteers

Kupuna

Artists/EntFaculty

Funding Sources

Conference Reg Fees22%

Admin/Coord Fees13%

EduTourism27%

Spec Events17%

Grants17%

Commissions4%

Honored by Hawai‘i Visitor’s & Honored by Hawai‘i Visitor’s & Convention Bureau!Convention Bureau!

• 1997 Kahili Award1997 Kahili Award• 1999 Kahili Award1999 Kahili Award• 1999 “Best of Show”1999 “Best of Show”

• 2002 Kahili Award2002 Kahili Award• 2002 “Best of 2002 “Best of

Show” Show”

Honored by International Honored by International Academic Association of Academic Association of

Conference & Event DirectorsConference & Event Directors• 2004 Judith Fox-Goldstein, Minority Advocate 2004 Judith Fox-Goldstein, Minority Advocate

of the of the year- US Small Business year- US Small Business AdministrationAdministration

• 2000 Judith Fox-Goldstein, Athena Award 2000 Judith Fox-Goldstein, Athena Award WinnerWinner

1990 Conference Professional of the Year1990 Conference Professional of the Year• 1996 International Award in Academic &1996 International Award in Academic & Institutional Achievement in the field ofInstitutional Achievement in the field of Conference & Event ManagementConference & Event Management• 1998 Judith Fox-Goldstein: Athena Award 1998 Judith Fox-Goldstein: Athena Award

WinnerWinner