ʻUmeke Portal Now Open
‘Umeke Powered by Hawai‘i Tourism Authority are five partnership development opportunities for 501 (c)3 non-profit organizations 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 Tuesday, April 1, 2025 at 4:30pm HST
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 partnership development 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.
Natural Resources
Hawaiian Culture
Community
Brand Marketing
‘Umeke Powered By Hawai‘i Tourism Authority Programs
Application window will be open from Monday, February 10, 2025 — Tuesday, April 1, 2025 at 4:30pm HST to fund programs operating from July 1, 2025 to June 30, 2026.
Ho‘okipa Malihini Initiative
Provides support to Hawaiian programs and cultural practitioners, craftsmen, musicians, linguists and/or other artists in resort areas and harbors statewide to help preserve and perpetuate Native Hawaiian culture in a way that is respectful and accurate, inviting, and educational to our visitors.
Kahu ʻĀina
Formerly known as Aloha ʻĀina, focuses on supporting community initiatives that contribute to the responsible management, improvement, and protection of Hawai‘i’s natural resources in areas frequented by residents and visitors.
Kūkulu Ola
Provides funding support to community initiatives that contribute to protecting and enhancing the Hawaiian culture within the tourism industry.
Community Enrichment Program
Provides funding support 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
Invests in projects that protect and enhance Hawai‘i’s globally competitive brand in a way that is coordinated, authentic, and market appropriate while also enriching our communities, supporting better relations between communities and the tourism industry, and create positive resident-visitor interaction.
Community Information Sessions
Community info sessions will be held on the following dates:
In-Person
Lāna’i
Kaua’i
Hawai’i Island (Session 1 – Kona)
Hawai’i Island (Session 2 – Hilo)
Moloka’i
Maui
Virtual
FAQs
Eligibility
Who is eligible to apply to the partnership development 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 partnership development 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 eligible if I receive GIA finding?
This RFP is through the HTA, a State agency. If the GIA is through the City & County, then yes you can apply for funding.
If the GIA is through the State, and your application is for the same program, then no, you are not eligible.
If the GIA is through the State, and your application is for a different program, then yes, you are eligible to apply for this funding.
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?
Check out the Visitor Readiness Checklist at https://www.hawaiitourismauthority.org/media/8411/visitor-readiness-checklist-form-11292021.pdf.
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 2025-2026 HTA programs?
Yes, current awardees may apply for 2025-2026 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 or 2025 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 2025-2026 HTA programs?
Yes. If you are a past awardee from HTA and/or an HTA subcontractor, you can apply for these partnership development 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?
501(c)(4) organizations may apply to HMI only. Only non-profit organizations with tax exempt 501(c)(3) status and in good standing may apply to the other programs.
Differences in HTA Programs
What is the difference between the Community Enrichment, Kūkulu Ola, Kahu ʻĀina, Signature Events, and Ho‘okipa Malihini Initiative?
Ho‘okipa Malihini Initiative (formerly Resort Area Hawaiian Culture Initiative): Provides support to Hawaiian programs and cultural practitioners, craftsmen, musicians, linguists and/or other artists in resort areas and harbors statewide to help preserve and perpetuate Native Hawaiian culture in a way that is respectful and accurate, inviting, and educational to our visitors.
Kahu ʻĀina: Formerly known as Aloha ʻĀina, focuses on supporting community initiatives that contribute to the responsible management, improvement, and protection of Hawai‘i’s natural resources in areas frequented by residents and visitors.
Kūkulu Ola: Provides funding support to community initiatives that contribute to protecting and enhancing the Hawaiian culture within the tourism industry.
Community Enrichment Program: Provides funding support 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 Events: Invests in projects that protect and enhance Hawai‘i’s globally competitive brand in a way that is coordinated, authentic, and market appropriate while also enriching our communities, supporting better relations between communities and the tourism industry, and create positive resident-visitor interaction.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/.
Where can I find information on HTA’s 2020-2025 Strategic Plan?
What are HTA’s 4 Pillars? How are the 4 Pillars connected to the partnership development opportunity I’m applying for?
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?
I have a 2-day Hawaiian Steel Guitar event to celebrate the music and instrument. Should I 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?
My organization produces a festival to celebrate Japanese culture. Am I able to apply under the Community Enrichment program?
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?
Application
How do I apply for the different HTA programs?
Can I mail in a paper application?
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?
Will I get confirmation that our proposal was received?
Does the online portal accept diacritical marks?
How long will it take to complete an application?
Timeline/Range/Awards
If I apply to an HTA Program, when can I expect to hear a decision?
If I receive an award, when can I expect payment?
Depending on the availability of funds, the first disbursement of awarded funds will be in October 2025.
If I receive an award, when can I start my project/program?
Projects and events can start on July 1, 2025 and must be completed by June 30, 2026.
What is the maximum amount I can apply for?
What if we are awarded less than the amount requested and, as a result, cannot do the work that we had originally proposed?
Am I required to complete reports?
Will the date(s) for my project need to be set prior to submitting my application?
Am I required to register on the GoHawaii calendar?
Yes, all awardees are required to register on the GoHawaii 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?
Is there a match requirement?
Yes, there is a match requirement for Signature Events & Community Enrichment Programs ONLY. There is no match requirement for the remaining HTA programs.
Signature Events & Community Enrichment Programs 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?
Why was the award amount less than what I requested?
Key Performance Indicators (KPIs)
How do I demonstrate alignment with HTA’s objectives and goals?
Attachments
Can I submit recommendation and/or support letters for my program?
Review Panel
Who reviews the application proposals?
Who makes the final decisions?
For any additional questions regarding the 2025-2026 ʻUmeke Powered by the Hawaiʻi Tourism Authority 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.