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ʻUmeke Portal Will Open on Thursday, August 1, 2024

‘Umeke Powered by Hawai‘i Tourism Authority are five funding opportunities for 501 (c)3 non-profit organizations, non-profit organizations with fiscal sponsors and government agencies. In addition, the Signature Event program is geared toward for-profit businesses planning large-scale, high-profile events that attract attendees and participants from outside the state of Hawaiʻi.

The deadline for all applications is Friday, September 20, 2024 at 4:30pm HST

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He ‘ai leo ‘ole, he īpuka hāmama.

Food unaccompanied by a voice, a door always open.

This ‘Ōlelo Noe‘au is about the home of a hospitable person. The food can be eaten without hearing a complaint from the owners, and the door is never closed to any visitor.

What is an ʻumeke?

In ‘ōlelo Hawai‘i (Hawaiian Language) ‘Umeke is a “gourd, bowl or repository” and there are various kinds of ‘umeke in Hawaiian culture. For example, an ‘umeke poi is a bowl for poi and a huewai is a specific ‘umeke with a top that was designed for holding water. In the context of these five funding opportunities, ‘Umeke Powered by the Hawai‘i Tourism Authority is a repository for financial support as a function of HTA’s six-year strategic plan.

HTA’s Four Pillars

At the start of 2020, the Hawaiʻi Tourism Authority (HTA) introduced a five-year strategic plan to guide HTA’s vision and HTA’s responsibilities in support of Hawai‘i tourism through 2025. HTA has been reorganized around four interacting “Pillars” supported by research and other administrative functions: Natural Resources, Hawaiian Culture, Community, and Brand Marketing.

Under the goal for each Pillar, this plan establishes several objectives and specific milestones or measures for tracking success. The Pillars are intended to support an integrated destination management system, with four overall Key Performance Indicators (KPIs), representing the most important ways HTA will be accountable to our stakeholders: Resident Satisfaction, Average Daily Visitor Spending, Visitor Satisfaction, and Total Visitor Spending.

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Natural Resources

Hawaiian Culture

Community

Brand Marketing

‘Umeke Powered By Hawai‘i Tourism Authority Programs

Application window will be open from Thursday, August 1, 2024 – Friday, September 20, 2024 at 4:30pm HST

Ho‘okipa Malihini Initiative

Provides support in 2025 to cultural practitioners providing authentic Hawaiian experiences and musicians providing Hawaiian entertainment and music in resort areas throughout Hawaiʻi.

Kahu ʻĀina

Formerly known as Aloha ʻĀina, provides funding support in 2025 to responsible community-based entities with an emphasis on ʻāina-Kānaka (land-human) relationships and knowledge that manage, preserve, and regenerate Hawaiʻi’s natural resources and environment.

Kūkulu Ola

Provides funding support in 2025 to community-based awardees that enhance, strengthen, and perpetuate the Hawaiian culture through genuine experiences for residents and visitors alike.

Community Enrichment Program

Provides funding support in 2025 to unique, authentic and highly-valued visitor-related experiences, and represents activities that are developed by the community for the community and are things the community is willing to and wants to share with our visitors.

Signature Event

This funding program is open to entities putting on events in 2025 that attract attendees and participants from outside the state of Hawaiʻi with extensive national and international marketing. They are typically high-profile events larger in scale than those in the  Community Enrichment Program. These events also have a high media value, i.e., print, online, and broadcast impressions.

Community Information Sessions

Community info sessions will be held on the following dates:

In-Person

August 12, 2024 – O‘ahu
August 13, 2024 – Maui
August 14, 2024 – Kaua‘i
August 15, 2024 – Hawai‘i island
August 16, 2024 – Moloka‘i
August 19, 2024 – Lāna‘i
August 20, 2024 – Hawai‘i island

*Times and locations will be available at www.kilohana.com.

Information booth at Hilton Waikoloa Village during the Native Hawaiian Convention:
September 17 – 19, 2024 9a–12p HST 

Virtual

Wednesday, July 31, 2024 10a-11a HST 
Thursday, August 1, 2024 5p-6p HST 

Register for In-Person Info Session

Scan or click image below to register:

Register for Virtual Info Session

Scan or click image below to register:

FAQs

Eligibility

Who is eligible to apply to the funding opportunity programs?

This depends on the program you apply to. Non-profit organizations with tax exempt 501(c)(3) status and in good standing or government agencies operating within the State of Hawai‘i may apply to all funding opportunities. Projects not linked with a nonprofit 501(c)(3) organization may be able to partner with a 501(c)(3) fiscal sponsor. For-profit entities may apply for Signature Events only. See RFP for specific eligibility guidelines.

Am I required to welcome visitors/tourists to my event or project if I am awarded?

Yes. All awardees will be required to provide a tourism product and welcome visitors.

In the past, I was not required to provide a tourism product. Why are we required to do it this year?

Beginning in 2025, all projects are required to create a tourism product in alignment with the HTA’s 2020-2025 Strategic Plan.

What is considered a tourism product?

Examples of tourism products include: 

  • Voluntourism – Tourism related to travel to participate in voluntary work in the community where one is vacationing, typically for a charity or cause. Visitors may conduct community service while learning about cultural sites. See https://www.hawaiitourismauthority.org/what-we-do/hta-programs/community-enrichment/voluntourism/
  • Agri-tourism – Includes a farm tour, a farm to table meal at a local restaurant or food truck, or supporting a farmer’s market.
  • Festivals marketed toward visitors
  • Community events welcoming visitors
This is my first experience with the tourism industry, and I don’t know where to start. What should I do?

 

Can my organization apply to all five of the Hawai‘i Tourism Authority’s (HTA) Community Enrichment, Kūkulu Ola, Kahu ʻĀina, Signature Event, and Hoʻokipa Malihini Initiative programs?

Yes, you can apply to all HTA programs if they are for different projects. The same project may not apply to more than one of the HTA programs. See RFP for specific eligibility guidelines.

My organization is a current HTA awardee. Can we apply for the 2025 HTA programs?

Yes, current awardees may apply for 2025 programs. Current awardees must be in good standing with Kilohana. If you are unsure if your project is in good standing or in compliance with 2024 contractual obligations, please contact your Kilohana contract manager.

I have received an award from HTA and/or an HTA subcontractor (ie, HVCB, HCF) in the past. Can I apply for the 2025 HTA programs?

Yes. If you are a past awardee from HTA and/or an HTA subcontractor, you can apply for these funding opportunities as long as you were in compliance with past contractual obligations.

My legal entity is an LLC and a social enterprise. Am I eligible to apply for CEP or SIG funding?

For the Community Enrichment program, you must be a non-profit 501(c)(3) or government agency. For-profit entities, such as an LLC social enterprise, may apply for Signature Events only.

My 501(c)3 is based outside the State of Hawai‘i. However, the project will take place on Kaua‘i and will involve partners from the island. Am I eligible to apply for funding?

Yes, you are eligible to apply for HTA programs, as long as your project takes place within the State of Hawai‘i.

My organization is a 501(c)4. Am I eligible to apply for funding?

No. Only non-profit organizations with tax exempt 501(c)(3) status and in good standing may apply. Projects not linked with a nonprofit 501(c)(3) organization may be able to partner with a 501(c)(3) fiscal sponsor.

Differences in HTA Programs

What is the difference between the Community Enrichment, Kūkulu Ola, Kahu ʻĀina, Signature Events, and Ho‘okipa Malihini Initiative?

Signature Events:  Addresses HTA’s Brand Marketing pillar within the strategic plan, with the goal to strengthen tourism’s contributions. The purpose of this pillar is to protect and enhance Hawai‘i’s globally competitive brand in a way that is coordinated, authentic, and market appropriate. Projects within this pillar are focused on Hawai‘i’s unique cultures, diverse communities, and natural environment, and supports Hawai‘i’s economy. Supports major events with broad national/international appeal that align with Hawaiʻi’s destination image and brand. Typically, projects within this pillar have a large visitor attendance and generate a significant economic impact as defined by HTA’s economic impact calculator found at https://www.hawaiitourismauthority.org/what-we-do/tools-resources/festivals-events-resources/.  

 

Kahu ʻĀina:  Primarily addresses HTA’s Natural Resources pillar within the strategic plan, with the goal to respect natural and cultural resources. The purpose of this pillar is to enhance and support Hawai‘i’s natural resources and cultural sites to improve the quality of life for all of Hawai‘i’s residents and to enhance the visitor experience. Provides financial support to responsible community-based organizations, with a focus on ‘āina-Kānaka (land-human) relationships and knowledge, for the management, preservation, and regeneration of Hawai‘i’s natural resources and environment.  

   

Kūkulu Ola:  Primarily addresses HTA’s Hawaiian Culture pillar within the strategic plan, with the goal to support Native Hawaiian culture and community. The purpose of this pillar is to ho‘oulu (grow) the uniqueness and integrity of the Native Hawaiian culture and community through genuine experiences for both visitors and residents.  

   

Community Enrichment Program:  Primarily addresses HTA’s Community pillar within the strategic plan, with the goal to ensure tourism and communities enrich each other. The purpose of this pillar is to support programs valued by the community and aligned with the destination’s brand and image, informing both residents and visitors of these programs and events, strengthening relations between resident and visitors, and forming partnerships to build resilient tourism workforce and community.  

   

Ho‘okipa Malihini Initiative (formerly Resort Area Hawaiian Culture Initiative):  Primarily addresses HTA’s Hawaiian Culture pillar within the strategic plan, with the goal to support Native Hawaiian culture and community. Provides support to cultural practitioners offering authentic Hawaiian experiences and musicians providing Hawaiian entertainment and music in public spaces in resort areas throughout Hawai‘i.  

Where can I find information on HTA’s 2020-2025 Strategic Plan?
The strategic plan can be found at https://www.hawaiitourismauthority.org and
What are HTA’s 4 Pillars? How are the 4 Pillars connected to the funding opportunity I’m applying for?
All projects must align with at least (1) of the (4) pillars of HTA’s 2020-2025 Strategic Plan. The Four Pillars are brand marketing, community, Hawaiian culture, and natural resources. These pillars are used to guide HTA’s work throughout the state.
My organization would like to propose a hula performance that runs every Friday night during the summer of 2025. Do I apply to Community Enrichment Program or Kūkulu Ola?
If the objective of your program is to share hula with residents and visitors and is a performance for a set amount of time (series), then apply to the Community Enrichment program.
I have a 2-day Hawaiian Steel Guitar event to celebrate the music and instrument. Should I apply to the Community Enrichment program?
Yes, since this is a stand-alone event, you should apply to the Community Enrichment program.
We would like to offer free hula classes to malihini every Saturday morning throughout the year. What HTA program should I apply to?
Looking at the objectives of the Community Enrichment and Kūkulu Ola programs, you will need to determine which one fits best with your mission and goals of your project. If your project leans more towards enhancing the visitor experience, you would apply to the Community Enrichment program. If your program is more about strengthening and perpetuating the Hawaiian culture, you should apply under the Kūkulu Ola program.
My organization produces a festival to celebrate Japanese culture. Am I able to apply under the Community Enrichment program?
Yes, Community Enrichment supports all multi-ethnic festivals and events.
Are only festivals and events eligible for Community Enrichment funding?

No. Community Enrichment supports projects and experiences that bring residents and visitors together. Past projects have included:

  • Agricultural tours
  • Weekly educational programs
  • Voluntourism activities
  • Theatre & musical productions
  • Audio/App Tours
  • Community sports events
  • Arts & Culture festivals & exhibits
  • Culinary events
  • Walking tours
  • Signage to provide cultural/historical significance
  • Ethnic festivals
  • Film festivals
  • Rodeo celebrations
  • Sports events
Who manages each program?
HTA has contracted Kilohana by CNHA to administer all HTA funding opportunity programs for calendar year 2025.

Application

How do I apply for the different HTA programs?
Applications must be submitted online through the ʻUmeke portal available at www.umeke.kilohana.com. New users must register for an account. Registered users may login to their account to apply. Please give yourself adequate time before the submission deadline to access the system and familiarize yourself with the application process and requirements.
Can I mail in a paper application?
No, applications must be submitted online. Only under certain circumstances of technology, language, or disability barriers, we will consider alternatives to the online application portal. This will be considered on a case-by-case basis and may be requested by contacting us at umeke@kilohana.com or at (808) 596-8155.
If we want to propose an event for O‘ahu and one for Hawai‘i Island, do we submit one large proposal or two separate for each Island?
If the events are different, you should submit two (2) separate proposals – one for O‘ahu and one for Hawai‘i Island. However, if these two (2) events are part of an overall event, then you should submit one proposal and identify the project locations in the application process.
Will I get confirmation that our proposal was received?
Yes, you will receive email confirmation that your proposal was submitted and received.
Does the online portal accept diacritical marks?
No, although we recognize the significance and importance of diacritical markings in written Hawaiian culture and language; the ʻUmeke Portal cannot accept diacritical marks and therefore have been omitted throughout the online application portal. In all other aspects, diacritical marks are encouraged and highly recommended.
How long will it take to complete an application?
This depends. We recommend you thoroughly review the RFP you are interested in and locating the required documents prior to starting the application process in the ʻUmeke portal. All questions from the application can be found on the coinciding RFP. All RFPs can be downloaded at www.kilohana.com.

Timeline/Range/Awards

If I apply to an HTA Program, when can I expect to hear a decision?
You should expect to hear a decision in the week of November 12,2024. If you are awarded, you will receive an award letter with award terms and conditions via email.
If I receive an award, when can I start my project/program?

Projects and events can start on January 1, 2025 and must be completed by June 30, 2025.

What is the maximum amount I can apply for?
Community Enrichment – Applicants can apply for a maximum amount of $75,000.
All other programs do not have a maximum amount to apply for. Average award amounts range from $20,000-$100,000, depending on the amount of overall funds available and reasonableness of request when compared to your proposal.
What if we are awarded less than the amount requested and, as a result, cannot do the work that we had originally proposed?
If you are awarded less than the amount requested, we will ask you for an updated budget, budget narrative, and an updated workplan if the reduced award amount affects what you are able to achieve. In general, your scope of work and associated key performance indicators (KPIs) will be reduced by the same percentage as your award reduction. For example, if you applied for $100,000 and are awarded $50,000, your KPIs will be reduced by 50%.
Am I required to complete reports?
Yes, if you are awarded, you will be required to submit reports. If reports are not received, payment(s) will be delayed or stopped.
Will the date(s) for my project need to be set prior to submitting my application?
Yes. All project dates need to be included with your application at the time of submission.
Am I required to register on the GoHawaii calendar?
All Signature Events and Community Enrichment awardees are required to register events on the GoHawaii calendar no later than 12/31/24.
Will Kūkulu Ola, Kahu ʻĀina, and Ho‘okipa Malihini Initiative awardees need to register on the GoHawaii calendar?

No. However, awardees from KO/KA/HMI will need to register ongoing volunteer activities with Kanu Hawai‘i’s voluntourism calendar. Registration information will be provided during the post-award informational session.

What if we experience a major delay in programming once awarded?

Communicate with your designated Kilohana contract manager as soon as you experience an obstacle in meeting deliverables. Anytime you experience a crisis near your event date, contact Kilohana.

Can I amend the budget categories on the “Itemized Budget” form?
No, you cannot amend the budget categories on the “Itemized Budget” form, but you are welcome to provide additional categories according to your project expenses.
Is there a match requirement?

Yes, there is a match requirement for Signature Events program ONLY. There is no match requirement for the remaining HTA programs.

Signature Events match requirement – a minimum of one to one (1:1) in matching funds to the amount of funds awarded by the HTA is required. The first 50% (.5:1) of the match must be in the form of cash. The second 50% (.5:1) of the match may be in the form of cash, in-kind contributions, or a combination of cash and in-kind contributions. 

Matching funds shall not come from other state government sources including other HTA programs or the HTA’s major contractors such as, but not limited to, the Hawaiʻi Visitors and Convention Bureau or its Island Chapters. The project may be supported by other state government funds, but these funds may not be used as part of the required match to the HTA funds.

Can I adjust my budget during the awarded program year?
This will be reviewed on a case-by-case basis. Awardees will submit revisions and explanations to the designated Kilohana contract manager for review and approval.
Why was the award amount less than what I requested?
Funding amounts are determined by the evaluation committee. Some projects are funded for the full amount while others are partially funded. The committee considers the needs of the community and the reasonableness of the request when determining the award amount. They also look very closely at the budget spreadsheets and budget narratives and will sometimes adjust award amounts by subtracting from the HTA funding column line-item costs that are not aligned with the goals, objectives, and requirements of the RFP.

Key Performance Indicators (KPIs)

How do I demonstrate alignment with HTA’s objectives and goals?
A strong application will demonstrate alignment with HTA’s 2020-2025 strategic plan and at least one of the four HTA pillars. These items can be found on HTA’s website at www.hawaiitourismauthority.org. Where appropriate, it would be helpful to identify any indicators that align to the action items within the respective Destination Management Action Plans, ʻĀina Aloha Economic Futures, and Aloha+ Challenge. The scoring rubric is also provided on the RFP.

Attachments

Can I submit recommendation and/or support letters for my program?
Yes, you are required to submit 2 letters of recommendation as a part of the application process.

Review Panel

Who reviews the application proposals?
Application proposals are evaluated by a selection committee, whose members are selected by HTA and include representatives of Kilohana, HTA, community members, industry experts, and subject matter experts throughout the state.
Who makes the final decisions?
All final decisions are made by HTA.

For any additional questions regarding the 2025 HTA programs, please contact Kilohana, a division of the Council for Native Hawaiian Advancement, by email at umeke@kilohana.com or by phone at (808) 596-8155.