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The PGA TOUR and Hawai‘i Tourism Authority (HTA) have reached a four-year extension of their Official Marketing Partnership that will continue to help promote the state’s golf industry through 2014. “We are delighted to continue our partnership with the Hawai‘i Tourism Authority and to help highlight Hawai‘i as a golfer’s paradise through our season-opening events on the PGA TOUR and Champions Tour,” said Tom Wade, the PGA TOUR’s Chief Marketing Officer. “Opening the season in Hawai‘i is a longstanding tradition and our members always enjoy starting each new year there.”  According to a report in the Maui News, Tour member Rocco Mediate said the event was history without the effort of Mark Rolfing and Gary Planos. "They stepped up, those guys worked," Mediate told the Maui News. "Rolf and Gary and all the other people behind the scenes busted their butts to keep the event. This event was gone. Most people didn't realize that and they did the job.”
The partnership dates back to 2001 when the PGA TOUR and HTA, created by the state legislature to oversee Hawai‘i’s multi-billion tourism industry, aligned to highlight Hawai‘i’s professional golf tournaments as a marketing package that could serve as the promotional cornerstone for the state’s estimated $1 billion golf industry.
Broadcaster Mark Rolfing and wife Debi have established a new host organization for the event, which is focused on bringing new elements to the tournament and highlighting its unique stature of fielding only champions from the previous PGA TOUR season.
“The Hawai‘i Tourism Authority is very excited to announce the extension of our partnership with the PGA TOUR,” said Mike McCartney, HTA President.  “The TOUR brings the best golfers in the world to the best destination during a time of year when our key markets are covered in snow and Hawai‘i can broadcast over 20 hours of warm weather and breathtaking natural resources.”
The Hawai‘i Tourism Authority is actively using PGA TOUR members to highlight the state and its many recreational activities through a cross-platform promotion. Six vignettes were used throughout 2010 and a new set will be filmed during the opening tournaments in which players talk about their favorite activities when they visit the state. Each will begin with the common theme of: “Nothing is more exciting than … ”