Ka Wai Ola - Office of Hawaiian Affairs, Volume 8, Number 9, 1 September 1991 — OHA helps Hawaiian artisans reach tourists [ARTICLE+ILLUSTRATION]

OHA helps Hawaiian artisans reach tourists

By Christina Zarobe Assistant Editor As the tourism industry rebounds from this year's earlier tumble, the Office of Hawaiian Affairs is helping Native Hawaiian businesses reap some of the benefits of this lucrative market. Selling to the steady stream of tourists, especially if the product is a traditional handcrafted item, ean be a complicated and expensive proposal, according to Linda Colburn, OHA's Eeonomie Development Officer. "It seems that the product mix in this state would be enhanced considerably by focusing on ways to bridge the gap between the artisan and a complexly structured and often confusing marketplace," she said. One of the roadblocks an artisan and other business people often confront is the high cost of renting store space in pricey Waikiki. "There is a demand for authentic products but these same independent artisans and professionals are often unable to compete with corporate retailers who have both the size and revenue advantage when it comes to procuring space for sales activity," Colburn pointed out.

One way OHA is attempting to narrow that gap is by compiling a directory of Native Hawaiian business and professional people. Onee completed, the directory will be made available to purchasing and contracting representatives at larger retail outlets and government procurement agents, Colburn explained. The Office of Hawaiian Affairs also administers the Native Hawaiian Revolving Loan Fund program whieh lends money to Native Hawaiians who may want to expand or start a business. Another eoneem, she noted, is that "legitimate products made by Hawaiian artisans are frequently eclipsed by the abundance of imported, allegedly Hawaiian products from many Eastern countries." Strengthening the language used in truth in advertising laws is another approach OHA could take in making the distinction for the tourist and, at the same time, allowing the Hawaiian artisan to receive proper credit for their work, Colburn said. "I believe people would prefer to purchase products and goods made locally over those produced by foreigners who may not have any eonneehon with the culture," she said.

"The imports may be less expensive but there is an added value that ean be attributed to a product that is made by a Native Hawaiian." Another possible program OHA is currently looking at is providing technical assistance through forums that explain the kind of advertising to invest in, and how to price, position and package a product, Colburn said. The eeonomie development officer views visitors to Hawai'i as fitting into two basic categories — the more traditional, mass market tourist and "a more discerning traveler. "There is an emerging market that tends to be made up of more affluent travelers who have more disposable ineome to contribute," she said, adding that such a tourist would be particularly interested in watching tapa. being pounded or an object being carved while learning more about the history and values of Hawaiians. But whether the Native Hawaiian entrepreneur works in one of these more traditional occupations or some other field there is a need for "advocacy" in recognizing and finding solutions to the problems, Colburn said. Failing to address the needs of Native Hawaiian craftspeople, artisans and business people ean lead to devastating results, she added. "Until the market and the sales mechanisms are more informed and sensitized to authenticity, these products are likely to be undervalued. lf you ean only get $5 for something you spend three hours making, you begin to question the value of making something like that. "Eventually, you lose the supply of products and the special skills accrued for generations so integral to their creation."

Linda Colburn