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Buried in the brouhaha about how to handle advertising and marketing for the state is the sense that- hey, we’ve already built it, so they will come (not exactly “Field of Dreams”, but you get the gist). If simple existence was sufficient to ensure that our #1 industry would keep performing as it has historically (minus those pesky, short-term rentals), the conundrum over who and how to market Hawai`i wouldn’t be such an important struggle.

But lest local consumers think that our speck in the ocean is an “automatic” when it comes to luring hard-earned, discretionary spending, heed the wise words of Ford Motors’ founder, Henry Ford, who said, “A man who stops advertising to save money is like a man who stops a clock to save time”. The price we’d pay might be steep, too steep for Hawai`i to risk, no matter how we invariably market, who does it, or who we’re trying to reach. 

If branding is the issue du jour, then let the debate begin. But if you really think we can cut way back and still maintain our current visitor positioning (a big chunk of our tax base), then you’d better inform Apple, Google, Microsoft, Amazon, Facebook, Coca Cola, Disney, Samsung, Louis Vuitton, McDonalds, Toyota, Intel, Coca Cola, Nike, AT&T, and VISA… the most recognized brands in the world, most with many decades pursuing customer recognition. Yet they’re all still out there daily, reminding us of their products, value proposition, and mere existence.

And yes, Hawai`i is “different”, but so claims Mexico, Canada, California, Florida, New York, the Caribbean, and other destinations that crave inbound visitors (and spending). Sure, we want a savvier, more culturally-aware visitor who’ll spend more money than in the past so we won’t need as many bodies visiting to reach annual revenue goals to ensure happiness for hotel operators and Hawai’i’s tax coffers. 

But to suggest that we can rest on our laurels and save $25 – $50 million a year because “they’ll come anyway” is most likely naïve and quite possibly dangerous. Studies from the past 100 years show that entities advertising during a recession received higher sales than those that cut back. “Penny-wise and pound-foolish” is not a viable marketing plan. A robust, consistent marketing strategy featuring destination marketing targeted to various locales is essential in building loyalty, equity, and vital top-of-mind positioning. We can’t a Ford not to…

Think about it…

You can blame technology or wonder if it’s our de-evolution as a species, but anecdotal evidence suggests that we might be reverting into entities more self-absorbed than ever before. The recent pandemic and digital addictions surely coaxed us further in that direction via isolation, fear, new habits, and enhanced tribalism (over masks, vaccines, rules, rights, etc.).

M. Night Shyamalan, movie writer-director extraordinaire, summed it up when discussing his latest scare-fest, The Cabin at the End of the World in TIME magazine. He said, “Our culture has moved toward individualism. Technology really accelerated that and then the pandemic was the final nail in the coffin… Do we find purpose when we define ourselves not only as individuals, but as part of a greater collective?”

Personally, I hope the collective thing wins out, because lately it seems that while we associate with many interesting people, many simply aren’t interested. Locally, where we share pride in a certain ethos of caring and kindness, it seems nowadays that while people may hear us, they’re just not listening (or caring).

If you’re caught up in survivalism, escapist podcasts, inflation anxiety, and self-preservation, you’ve possibly developed (understandably) a kind of shell to safeguard yourself from a more aggressive, semi-dysfunctional world. While protecting ourselves and our loved ones is primal and vital, it might be a good time to ask yourself: at what price?

Someone just returned from a trip, and no one asked “how was it?” People mentioned that they just visited their kids on the mainland, and no one asked, “how are they?” with any real intent or further questions. Friends, neighbors, family, casual acquaintances, co-workers. Most everyone’s apparently too busy with their own thing(s) to give a hoot about anyone else’s thing(s). 

Perhaps I’ve exaggerated a bit, but this is the last place in the world that I know of where people would become callous, disinterested, pre-occupied, or distant. I thought humans might be reborn coming out of COVID- more accepting, kinder, open, relaxed, and relieved; you know- we actually made it! Maybe this is just a natural phase- happily freed from hibernation, just a temporary byproduct compounded by the ridiculous inability of so-called national leaders to bring people together. Maybe it’s our human defense mechanism on steroids after so much pandemic angst, loss, economic concern, and uncertainty about next month or next year.

Whatever it is, I sure hope it dissipates. Soon.

Think about it…

Some may say “good”. That would be extremely shortsighted. Oahu’s population fell below one million in 2022 as the exodus from our islands continues. Over 31,000 O`ahu residents moved; thus we have fewer people gathering in “The Gathering Place”. The implications and ramifications of out-migration have already begun to have a ripple effect that will impact the lives of those opting to stay.

As has been stated often, we already have a local labor shortage, so workers of all kinds moving away exacerbates that problem, now and further on down the road. Add in incessant local housing problems, lack of high-paying industries, and the creeping cost of living concerns, and these latest figures, while not really surprising, continue to be troubling. This is not an anomaly; we’ve lost population here annually from 2017-2022.

If the exercise of discussing what to do to alleviate the brain drain doesn’t result in some actions and bold business outreach soon, this trend will undoubtedly continue. Our remaining population continues to age, and getting things done in many areas will be more frustrating than ever. When asked in 2019 what makes it so tough to practice in Hawai`i, a group of neurologists blamed the cost of living, bureaucracy, lack of skilled specialists, and salaries/reimbursement rates as reasons for their greatest angst.

Have those issue improved pre-, during, and post-COVID? The top reasons for staying here included location, family ties, and lifestyle for these docs. “Should I stay or should I go?” self-chats surely increase anxiety- and this is just a snapshot from one highly-specialized and vital profession from four years ago.

Business and social exercises that take the time to offer treatises on the Hawai`i we’d like to see/have in 2050 and beyond will be moot if we don’t start to plug the emigration pukas; we’re leaking people. 

Fewer residents portend lower overall spending rates- bad for business and for necessary tax garnering. With local birth rates declining over the past decade, it’s unlikely that we’re going to gain people “naturally”. Having/raising kids is expensive. 

Tourism estimates for 2^nd quarter and beyond are not shaping up well; so while having a quieter, less crowded O`ahu might have some advantages, sustaining that “good old days” mentality isn’t realistic in 2023 and beyond if we want to enjoy many of the things that still make Hawai`i special. Who’s going to step up and create bold action?

Think about it…

To mask or not to mask, that is the question… for some people. We’re now at that point in many circumstances where individual choice (while still impacting others) is the norm. And I say- good for you! If you still wanna wear a mask, go for it. Certainly surgical, N95 or KN95 masks are most effective, and some people think we’ve moved on from that era of “must wear”, everywhere…but in a land of freedoms, you get to make that choice.

In Asia, masks have been worn in public for over 70-years. Often, it is simply a courtesy if you’re feeling a bit under the weather to protect others around you. Imagine that- empathy and selflessness, what quaint concepts. Of course, we’re not referring to style masks or weather masks which, while less effective by far from the facial filters mentioned above, still serve a purpose.

We’re in this new era now that we, as a species, have somewhat decided to leave COVID behind (COVID doesn’t officially understand that yet). It’s up to individuals to decide what’s best for them, their loved ones, and people around them. I was recently on a long plane flight- about 15% of the passengers wore masks; I was one of them. At concerts I’ve attended or in large group functions, the number of mask-wearers is closer to 5-10% of attendees. Because now, except where still mandated, it’s your call.

Some have questioned whether the isolation, masking, and relative lack of dirt we’ve all experienced over the past three years has caused (to some degree) an uptick in flu and other viruses. But historically, there are seasonal ailment fluctuations, it is speculation as whether there is such a thing as “immunity debt”, as was suggested in a French research paper 18-months ago. Since we still know so little about long COVID, simply having had COVID might be a culprit affecting people’s immune systems when it comes to other ailments du jour.

Hopefully, as we continue to move forward into whatever the new normal is, people locally who do choose to keep their masks on will not be made to feel different, will not be ostracized, will not get that glare I already sense in certain circumstances. As Blind Faith once sang, “Do What You Like”… when it comes to covering up in mid-2023; for your sake and/or for others.

Think about it…

You can’t do justice to a complex situation like homelessness in a single, overly simplistic column. But as great opportunities are apparent these days in funding, partnerships, and commitment at the all-important government level, here are a few, basic thoughts to encourage more reflection, vigorous discussion, and action.

“Housing first” is a wonderful concept, sometimes. It must be accompanied simultaneously, relentlessly, and passionately with myriad social work components- counselling, mentoring, medical oversight, education, job training, financial planning, etc. Numerous cities, domestic and abroad, have alleviated much of their homelessness via intense preparation and committed follow-through under the heading of housing first. Agencies tasked to work alongside government must be held accountable, but also must be fully and continuously funded, including administrative services.

As my cohort, Kimo, so wisely points out, we need more YIMBY-ism- “Yes, in my backyard”, and less of the ever-present NIMBY-ism, “Not in my backyard”. Local communities need to do their (small) part to help resolve this problem in a way that makes sense for any given neighborhood. We need to stop thinking it’s “their” problem, somewhere else. A little bit of help and empathy from a lot of areas could make a big dent and provide productive, long-term answers.

A better understanding of the true number of homeless would be great. The number is not static. While the “point-in-time” count is a valuable tool, more points in time could provide a broader base from which to work. Some homeless live in cars and might not be counted at a given point; some fall in and out of homelessness based on financial or mental issues; others may be temporarily housed. It will cost more, but more frequent counting might help- it’s a huge determinant in funding and even in a location’s sense of progress- are we doing better than last time? Let’s fine-tune this study (or studies).

We seem to be at an optimistic “point in time” right now to further grow, push, support, fund, and improve the plight of those in need and thus uplift our communities in general. Progress can occur through sustained efforts involving greater coordination. This path is a long, winding, and rocky road. It’s time for more transitional housing, kauhale, and projects like Nimitz’s Kahauiki Village and Puuhonua O Waianae. More intelligent land reclassification and more housing units with increased social services support. A sustained holistic approach. We got this.

Think about it…

Two weeks ago, a hiker was rescued from the supposedly forbidden Stairway to Heaven trail on the windward side. According to reports, five fire department units and 16 personnel responded. The hiker was airlifted via helicopter and the insanity of this popular, yet banned, site continues, with costs to both taxpayers and traversers. Apparently, we’ll have to wait for resolution on saving or scuttling these steps until someone finally plummets to his/her death- thus realizing his/her own unfortunate “stairway to heaven”- before definitive action is finally taken on this 80-year old walkway… 

Families were forced to leave Red Hill due to tainted water, and now they’re getting hit with federal tax bills for the “gift” of forced living in hotel rooms for months. Some of those now getting taxed got sick from drinking foul water, and now they’re getting sick to their stomachs (again). Let’s hope this is resolved by the time you’re reading it (after all, we’re deep into tax season). As for Red Hill, the compounding issues related to this debacle make Red Hill seem more like an episode of the BBC’s Benny Hill…

In a February Gallup survey, 50% of Americans said they were worse off financially than they were a year ago, the highest percentage to feel that way since the Great Recession (2008/2009). While government cannot/should not be expected to solve all of our social and economic problems, acknowledging that we live in the costliest state in the union should remind those planning to place extra, available state cash into the “rainy day” fund that many here already appear to be drowning… 

Kudos to everyone involved with Mohala Mai, Oahu’s first, long-term housing project for formerly imprisoned women. This joint partnership of public and private entities provides more than just much-needed housing. It provides hope, support, and an opportunity for those newly-freed to re-engage, mainstream, and become productive members of our community…

Recent heavy winds and sporadic downpours left in their wake one of nature’s most inspiring wonders in Hawai`i… absolute clarity, which we can all use more of often. When the brooding, overcast skies finally cleared, our environs looked like a scene from a 4K resolution National Geographic special- chiseled, majestic Koolau mountains alive with bright, lush, green foliage amid gorgeous, blues skies; we even scored a few rainbows and a stunning, near-translucent, full moon in the midst of it all.

Think about it…

One of the signs of the waning COVID era is our daily traffic- everywhere, every day. But as we plod along, we can gain insights by looking closely at some often-seen bumper stickers, and what they truly (might) mean…

Like “Baby on Board”. Thanks for the warning, but bold, rear red lights on cars are a good enough sign for me to be aware on the road. And if you persist in cell phone abuse as you merge or ignore speed limit “suggestions”, perhaps you should change that sign to “Baby, I’m Bored”. And at what age should that bumper sticker be removed? Does an immature, whiny 12-year old still qualify as a “baby on board”?

The great dichotomy persists for vehicles that feature “Live Aloha” (nice concept) and “Defend Hawai`i” decals with their ever-present AK-15 or some other bump stock firearm featured. “Live Aloha”- we got it, but if you insist that we “Defend Hawai`i”, can you give us a suggested time period for this impending Armageddon, in case we opt to binge-watch “The Crown” or “Duck Dynasty” that week?

If you’re gonna regale us that your child is an “Honor Student” (which undoubtedly takes into account grade inflation sometimes used to ensure that schools pass minimum, standardized test requirements to avoid notoriety) can you please honor the rules of the road? Like not merging through two lanes in five seconds? If not, perhaps we can require DNA testing for veering scofflaws to ensure that the alleged whiz kid inside that vehicle really is your honor student. 

“Ainokea” is a popular sticker. OK, your choice, but again, some of us actually do care, so please make sure you’ve got this driving thing down before you veer right whilst making a left turn.

The “London New York Paris Waimanalo” bumper sticker brings a smile to my face, but now that re-paving is rampant throughout Waimanalo town, it really is becoming more like “London New York Paris…”, just without those Gucci and Pucci stores, kinda.

If you’re stuck in traffic, is a “Local Motion” bumper sticker moot? I mean, you’re not moving, a/k/a no motion. Maybe “Local Melancholy” would fit the tone of the moment better.

Anyway, lots of time to explore these local jalopy juxtapositions as we creep along pondering the pedicure of that foot hanging out the passenger side of the car next to us.

Think about it…

You often don’t know where you will find inspiration… it just happens. And when inspiration does occur, it can be wonderful, perhaps even life-changing, if not life-affirming. Sometimes you don’t realize it for years; sometimes, you know it on the spot.

And so it was for me, as a young father, when I first saw Gaylord Carreira doing his things at University of Hawai`i football games 35-years ago. Respected sportswriter, Stephen Tsai, called Gaylord “…an inspiration to the UH football team and its fans” in his fitting Honolulu Star-Advertiser tribute last week. Gaylord recently passed away, but not before leaving his mark on a legion of fans, UH footballers, and on one very impressionable young father.

I worked at KHNL and KFVE, the proud home of UH sports for 27-years, during the time when Gaylord delighted fans in person and on TV with his glorious routine of charging out onto the field from the UH sidelines after each UH kickoff to “simply” retrieve the football tee. Gaylord, a crowd-pleaser, would then summersault with tee in hand as he came off the pitch, culminating in a kneeling stance with three full circle, Pete Townshend-esque arm circles, while the crowd, in sync, all yelled, “woomp-woomp-woomp”!

I told my kids watching that one should seek to find joy in life, find one’s passions, make a difference if possible, and here was Gaylord doing so for the masses every week on UH football Saturdays. The fact that Gaylord had Down Syndrome reminded me to remind my kids that no one should dictate what you can or cannot do with any kind of so-called disability, no matter the size. And we all need reminding…

I saw Gaylord numerous times over the years at UH events and we always greeted each other with a simple (but solid) high five. What I didn’t know then was that he was a great athlete in his own right who won numerous Special Olympic medals, could shoot free throws with the best of ‘em, and apparently also bowled people over with his 10-pin prowess. 

According to a relative cited in Tsai’s article, Gaylord’s parents simply wouldn’t allow Gaylord to not get involved, to not follow his passion for and with his beloved Rainbow Warriors. For many, many years. That smile and passion inspired and taught my kids, tens of thousands of on-lookers, and me. Aloha, Gaylord. Woomp-woomp-woomp!

Think about it…

‘Iolani’s “One Team” concept was on full display last month as the Raiders won their 10^th boys’ soccer championship over the past half-century, its first title since 2014. And like many other games throughout this season, the #2 seeded Raiders had to overcome adversity to pull this one out, rallying to win in the finals (2-1) via penalty kicks over a savvy, #1-ranked Mililani squad.

One of the great stories within this great story (if you’re an `Iolani fan, or perhaps just a fan of sheer perseverance) is the tale of Kaleb Abara, an `Iolani senior who has seen his personal share of adversity… from the very start. He spent hours after birth in the Neonatal Intensive Care Unit (NICU) to ensure that he didn’t have a suspected skull fracture from the delivery. 

He’s overcome a childhood eye ailment and has dealt with long-time allergies to eggs, nuts, shellfish and dairy products; tough to be a kid at parties when you can’t eat cake; ever. He was also diagnosed with asthma and uses an inhaler- not an pleasant proposition for anyone, let alone someone expecting to play high level soccer. Five years ago while attending a Colorado soccer camp, he side-tripped to the E.R. to have his injured wrist x-rayed. He caught a break then- no break.

His luck wasn’t as good 14-months ago when he tore his ACL against the same Mililani team he just helped vanquish in the state finals. After arduous rehab, he’s returned to form, helping `Iolani begin its championship roll this past fall, 10-months after knee surgery. He became the team’s “go to” guy for penalty kicks- Mr. Clutch- and while he actually missed his PK in OT against Mililani, he did manage to connect on a 2<sup>nd</sup> half PK in that championship game, which helped propel `Iolani into overtime and eventually penalty kicks, where the Raiders prevailed. 

While `Iolani’s “One Team” mantra reverberates throughout its hallways and harkens back to Reverend Kenneth Bray over 90-years ago, it is often mentioned and apparent on playing fields, courts, pools, ocean, and wherever else `Iolani athletic teams compete. Sometimes undersized, but never under-motivated, the Raiders’ “One Team” spirit and dependence upon one another reverberates time after time when a team (and individuals) accomplish a great feat. And now, due in part to Abara’s grit and great feet, `Iolani is the 2023 state boys’ soccer champs.

Think about it…  

Pity the poor balloon. About to celebrate its bicentennial anniversary next year, the air has been let out of the balloon, so to speak. I know we’ve seen devastation (the Hindenburg disaster in 1937), but balloons have historically represented fun, joy, and happiness to so many. But those days are long gone… From being environmentally disastrous to posing threats to small children and wildlife, balloons have lost some of their pop of late and undoubtedly are suffering from deflated egos.

We now have Balloon-gate, with myriad mylars (or other, strange, unidentified flying objects) being espied over North America, Canada, and other countries. Whatever the (nefarious) purposes might be (it sure ain’t Google Maps traversing the troposphere), these are not balloons that simply escaped from some birthday party. This will undoubtedly be one more blemish on the reputation of the air-filled orbs that used to bring so much joy to so many, but now leave us filled with angst. Whoever the balloonatics are, they are not subtle or very clever, and this practice must be stopped. It’s a perfect time for pinheads to pop up and puncture these projectiles… 

On another note, a winding road near where I live finally got an overdue repaving. Great. Now, just a few months later, comes a road sign popping up alongside white, dotted lines drawn so that this very same road can be retrofitted for a (much-needed) water main replacement. So much for planning and communication. Can you dig it? Nah… 

And speaking of water, the lack of any substantive answers related to Red Hill and its myriad leaks, spills, and mishaps will soon place it in the vaunted realm of the Waikiki Natatorium, TMT project, and Ko`olau Stairway to Heaven. That is, local issues we discuss, but invariably do nothing about. The only things that seem to leak slowly and undetected from the Red Hill area are real solutions with fixed timelines and transparent accountability…

And speaking of moving slowly, two workers fell into a vat of chocolate at a Mars Wrigley plant in Pennsylvania last year. They both were rescued, but I wonder if it took a few hours for them to ask for help, and did they first ask for some raisins and nuts? The plant, which assures us that safety is a “top priority”, was fined for safety violations, and apparently the dish ran away with the spoon.

Think about it…