Evening star., 1939-04-14
BY G.. A. LYON,

ly in regard to the industry which,
although only the third in value in
Hawaii, Is proportionately its. most
important.
The three "big business" enter
prises Of Hawaii, in the order of
their money values, are sugar, pine
apples and tourists. Notwithstand-
Ing the wide gap between the sec
ond and the third of these, the
latter really means more to Ha-
waii in point of social prosperity
and development. And for a pc
culiar reason, which I will try to
elucidate.
At the latest calculation Hawaii
is being visited by $4,000 to $4,000
people a year, and they are spend
ing about $l0,000,0OO annually in
the islands, over and above the
cost Of their transportation to and
from Honolulu and beyond the cost
Of transport on the mainland to
and from the ports of departure.
The tourist bill of expense Is con-
siderably higher when these items
of railroad and sea fares are in
cluded.
An Official Activity.
One of the most active business
enterprises in Hawaii, despite its
modest administrative organiza-
ton, is the Tourist Bureau, now in
its 38th year, counting from the
creation in 1903 of a promotion
Committee" which IS years later
was given the more comprehensive
title that 1t now bears. It is, as
the former name indicated, purely
promotional in purpose and per-
formance and 1t is widely inclusive
In personnel. The Governor of the
Territory-who is appointed by the
Observation-Disclosures five members
Of the board of directors, one as
his official delegate and the others
as representatives of the four Is
land counties of Oahu, Maui, Ha-
waii and Kauai. He makes these
appointments upon the recon-
mendation of the boards of super
visors of the counties, acting in con-
junction with the chambers of COM
merce of the several islands. Other
members of the Bureau Committee
are named by the Chamber of Com
merce of Honolulu.
Thus in more direct and def
mite manner than in any mainland
community the tourist promotion
al activity is official. In addition to
the appointment of five members, or
one-fourth of the entire member
ship, by the Governor, the pseudo
official character Of the Tourist Bu-
reau is strengthened by the fact
that a portion of the cost of MAIN
tenance is borne by the Territory.
This is effected by a territorial ap-
preparation under the heading of
advertising expense" Thus the
Territory, to the extent of its share
OF the cost, goes in for publicity for
Hawaii, to draw trade and tourists.
I am inclined to believe that this
Is the only case of State or Ter
ritory buying publicity for its own
benefit.
People Don't Object.
But no question is raised by the
people of Hawaii about such a use
OF public funds. 1t all goes for
the benefit of the Territory, and
everybody shares in the profits from
the investment. In addition to the
direct territorial grant there are
public subscriptions by the business
community. In, fact the official
grant Is contingent upon It's being
matched-in some cases 81 for ST.
by funds supplied by the business
interests. These subscriptions are
collected monthly, and the donors
are given sustaining membership in
the Hawaii Tourist Bureau.
Then there is a third source Of
revenue for the bureau. A pro-
portion-averaging over $4,000 q
year-of a tonnage tax which the
local merchants voluntarily assess
upon themselves goes into the Tour
ist Bureau treasury. The remainder
OF this self-imposed tonnage TAX
goes for health and social service
work, administered through other
organizations.
Here is q picture of cooperative
advertising and promotion that I
believe is unique. Hawaii recognizes
the value of the tourist trade, and
1t invests a considerable sum to
attract and hold it. The little spot
on the big-scale map of the Pa
cif1c represents a highly intelligent
appreciation of Hawaii's exceptional
attractions. And the development
OF that appreciation to the point
OF a gross Of ten million year is
proof of a highly developed busi-
ness sense out here In the mid
Pacific.
The tourist is made aware of Ha-
walls entertainment potentialities
before he reaches Honolulu. On
board ship he Is shown pictures of
the scenic features of the islands.
He is told that there are potential
VOLCANOES to witness, possibly in erup-
ton. He is given pre-introduction
view OF the unsurpassed scenic won-
ders Of the islands. He is told by
unseen lecturers of the cordial floral
welcome that is given to all new
corners to Honolulu. Nothing is
omitted to whet his interest and his
curiosity.
No Admission Fees.
It Is indeed a confirmed cynic who
fails to react favorably to these pre-
iminary seductions. And only such
. one will later go &C." on the
advance allurements and declare the
realities to be short of their adver-
tissments. Perhaps q passenger
particularly a male passenger-will
register a vow on board ship that
he'll be dog-goned or something If
he'll wear a lei on landing. And
the chances are two or three or five
to one that when he gets ashore he
will accept lei when 1t Is thrown
~ . ESTABLISHED 1865 . "
III ROLLING EGGS II
Ill An Old Eoster Custom III
III And for over 73 years it's been z