Abercrombie hires communication chief

James Boersema, an experienced public relations strategist with ties to business and labor interests, will take over today as Gov. Neil Abercrombie’s new communications director.

Boersema, a retired Army colonel, worked in communications for corporate clients such as Bank of Hawaii and for politicians such as Ben Cayetano when he was lieutenant governor before becoming a partner in the powerhouse Starr Seigle public relations firm.

Boersema served as communications director for state Senate Democrats this year. He will replace Josh Levinson, one of four young Abercrombie administration advisers to resign last week in a staff shake-up.

"I think part of it comes down for me to do an evaluation," Boersema said of his immediate task. "Obviously, the chief executive of any state needs to be able to communicate effectively with both the media and his constituents."

Boersema, 66, has significant connections in the business and labor communities. He is chairman of Unity House, a nonprofit labor organization that is going through bankruptcy. He is chairman of the board of directors at ‘Olelo Community Media, the community access cable network. He is on the board at Pacific Historic Parks, which helps with educational materials and museum exhibits at national parks at Pearl Harbor, Kalaupapa, Saipan and Guam.

Boersema is also one of five owners of Zanzabar, a popular nightclub in Waikiki.

Boersema has been among the advocates for casino gambling on Oahu. He and Jack Seigle — a principal at Starr Seigle, which has since been acquired and absorbed into the Anthology Marketing Group — were involved with the Coalition for Economic Diversity, which made an aggressive pitch to legalize gambling a decade ago.

Boersema, along with then-Gov. Cayetano and Charles Toguchi — Cayetano’s former chief of staff and a close ally to Abercrombie — visited the Atlantis resort and casino in the Bahamas in 2000. Sun International Hotels, which developed Atlantis, at the time wanted to open a casino in West Oahu.

This year, while serving as Senate communications director, Boersema favored the concept of establishing a casino at a Waikiki hotel. Under his idea, guests would have to check into the hotel to visit the casino.

Boersema believes a casino would help revive Waikiki, particularly at night, when he said tourists have few entertainment options.

Gambling-related bills have failed at the state Legislature. Hawaii and Utah are the only states that have not legalized some form of gambling. Gov. Neil Abercrombie has told lawmakers that he would consider gambling during the next legislative session.

Boersema said he does not have any immediate plans to abandon his other roles. He also said he would not actively lobby for gambling as Abercrombie’s communications director.

"Obviously, on these issues I can’t be lobbying and everything," he said. "I’m working for the governor."