THE SENATE

S.C.R. NO.

42

TWENTY-SECOND LEGISLATURE, 2003

S.D. 1

STATE OF HAWAII

 
   


SENATE CONCURRENT

RESOLUTION

 

Requesting the hawaii tourism authority to design, implement, and evaluate a cultural television and film pilot project.

 

WHEREAS, the Hawaii Tourism Authority (HTA) was established to develop a long range plan for tourism in Hawaii, including product development, infrastructure support, and economic diversification issues; and

WHEREAS, the HTA develops and implements a tourism strategic plan and coordinates state policies and directions for tourism, while accounting for the economic, social, and physical impacts of tourism on the State; and

WHEREAS, part of HTA's mission is to care for the legacy to be handed down to future generations and to preserve Hawaii's unique cultural heritage by providing cultural tourism products to visitors and residents, which enriches their experience and furnishes insight into history, custom, art, and tradition of the Hawaiian Islands; and

WHEREAS, in the marketing of Hawaii's natural attractions, pristine beauty, unique culture, food, arts, music, and other assets, the visitor industry may not be fully utilizing a marketing niche that is offered by producers of cultural television programming and films; and

WHEREAS, arts industries, such as cultural television and film production provide an opportunity for the export of Hawaii's cultural products through incorporation into school and university curricula, and coverage in national broadcast on public television and radio; and

WHEREAS, cultural television and films provide valuable and complementary public relations and promotional and marketing instrument that can be used for the collective benefit of both the visitor industry and the cultural television and film industry; and

WHEREAS, the HTA is reluctant to become involved in film production, preferring to concentrate on film promotion, and for that reason does not consider television and film to be within the scope of the term "product development" as referenced in (section 201B-3(14), Hawaii Revised Statutes); and

WHEREAS, if the HTA considered television and film to be part of product development, then more financial assistance might be available to cultural filmmakers; now, therefore,

BE IT RESOLVED by the Senate of the Twenty-Second Legislature of the State of Hawaii, Regular Session of 2003, the House of Representatives concurring, that the HTA is requested to implement a pilot program to:

(1) Evaluate the effectiveness of the promotional and marketing assets that cultural television and films provide in publicizing Hawaii;

(2) Measure the benefits, in terms of media exposure and size of audiences, and costs, of any expenditures for cultural television and film production; and

(3) Consider the pilot program as part of "product development"; and

BE IT FURTHER RESOLVED that the HTA work with representatives of the cultural television and film industry to design the pilot project, including the methods to determine the measurable results of the project; and

BE IT FURTHER RESOLVED that a certified copy of this Concurrent Resolution be transmitted to the Executive Director of the Hawaii Tourism Authority.

Report Title:

Hawaii Tourism Authority; Cultural Television and Film; Pilot