Sunday, February 14, 2010

The Softer Side of Brand Hawaii

Hawaii as a visitor destination is at an important crossroads. There are two proposals, in particular, that can change the character of Brand Hawaii forever: rail and gaming.

I am certain that a great majority of Hawaii residents are in favor of rail. Traffic is a mess. We need to become greener with our transportation. But HOW we develop rail is going to affect the character of this place. The current proposal to build a system that is entirely elevated will result in viaducts and stations that are as much as thirty or forty feet high. If we put that kind of system in front of the buildings and communities that create the special ambiance that define Hawaii as a special place, we will have changed our character. The planners argue for the proposed system on the basis of improved ridership and safety. Those points are debatable. What's not debatable is the visual and aesthetic impact it would have on Hawaii. I would argue that, in a place like Hawaii, those softer elements of a plan are equally - or more - important. Alternatives such as an "at grade" system can provide a transportation solution that has less impact on our character.

Then there's gambling. Or "gaming" if you want to sound less sinister. This issue comes up whenever there's a budget crunch in the belief that it will produce the revenues that will save our budgets. That case hasn't been proven. And, like elevated rail, it can have a profound effect on our character ... and the Hawaii tourism brand. One needs to be careful about making decisions that have long term impacts based upon short term conditions. Putting the genie back in the bottle is impossible. If we want the genie out, we'd better be absolutely certain that she works for good in the long term ... and that there are no horrible "unforeseen circumstances." Imagine casinos flashing neon "Aloha Slots" signs. It could happen. What does that do for the character of the Hawaii brand? What does it say about aloha?

Then there are the social aspects of gambling. I had a speaker in one of my classes that had managed a resort in Lake Tahoe ... and told the story of the hotels/casinos issuing $25 in chips in pay envelopes as a "bonus" for their employees. You can imagine that the employees ended up putting more than $25 on the table. (And he went on to say that spouses were calling him asking that pay be sent directly to them rather than the employee to keep them from gambling). I'm not saying things like that will happen .... but things like that COULD happen. I'm even more concerned about the changes to the ambiance of the guest experience in Hawaii. We have something here that's pretty mellow (even in Waikiki) which could be changed forever with a casino.

1 comment:

Gary Frieden said...

Aloha Frank -- I certainly agree with your analysis: potential long-term loss and short-term gain. Ask visitors why they come to Hawaii, and much of what they tell you will be inconsistent with a highly-visible rail system. Yet, think of what they say about Honolulu, and evaluate visitation still. It's got to be one of the most well-traveled spots. So who's to know? A quandary indeed. If I were a betting men (or "gamer,") I'd guess there'd be a long-term loss. Don't let the Brand lose its panache. There's a reason Hawaii is special, unlike any place in the world. I say, keep it that way.