As you are by now well aware, ’tis the season for head-to-head competition involving creative and bold expression, strong statements, soft, flowing messages, some humor and some of the very best artistry to be found anywhere in the world.

Yes, it’s Pele Awards season for Hawaii’s advertising industry.

The overarching theme of this year’s Pele Awards is a nod to boxing, using the "Everlast" font in publicity materials. But as usual, the pugilism involves those in advertising, and it’s not always the big heavyweights who take home the purse.

The American Advertising Federation Hawaii District has decided to add a social media component to this year’s competition, pitting aggressors head to head in full public view and for public voting online.

Sixteen television commercials entered in the competition are up for the People’s Choice award, and the winner will be determined according to which receives the most "likes" on Facebook.

However, there’s fine print involved.

The "likes" (votes) must be made on the original Pele Awards video post, via the Pele Awards Facebook page. Votes on shared videos will not count.

Voting started this week, and all votes, or "likes," must be cast by 5 p.m. today.

This year’s Pele Awards gala is set for April 27 at the Royal Hawaiian Hotel’s Monarch Room.

TURTLE BAY EATERY HAS LOCAL FOCUS

New nomenclature graces the former Palm Terrace and Leonardo’s restaurant at the Turtle Bay Resort.

As is the rage these days and hopefully forevermore, North Shore Kula Grille sources produce, eggs and beef from local farmers on Oahu and in Kula, Maui, as well as local fish, plus lobster and abalone from Hawaii island and shrimp from Kauai.

Three of the suppliers, Ho Farms, Marine AgriFuture and Nozawa Farms, are based right in Kahuku, while Twin Bridge Farms is in Waia­lua and Kolea Farm also is on the North Shore.

Ka Lei Foods and Higa Meats are both in Hono­lulu, not that there’s anything wrong with that.

Ironically, publicity materials say the restaurant’s Big Island hearts of palm actually come from Kula Country Farms on Maui.

The restaurant is led by chef Conrad Aquino, and opened Thursday for daily breakfast service from 6:30 to 10:30 a.m. and nightly dinner service from 5:30 to 9:30 p.m.

WOMEN’S BUSINESS BOOMING IN HAWAII

It is estimated that 39,800 businesses in Hawaii will be owned by a woman by the end of this year.

American Express commissioned research on women-owned businesses in each state and across the nation and found that the number of women-owned businesses in Hawaii has grown by 54.2 percent since 1997. Nationally the number is even higher — an increase of 59.1 percent.

Hawaii ranks No. 22 among states for growth in women-owned businesses and 29th in growth of company revenue over the past 16 years.

The $3.2 billion that Hawaii’s women-owned businesses earned in 1979 will balloon to $5.3 billion by year’s end, according to the study.

In 1997, Hawaii’s women-owned businesses employed 30,138 people, a number that will rise to 39,400 by the end of the year, according to projections. The 30.7 percent increase far exceeds the 9.6 percent increase nationally.

Let no one ever again question why a woman’s work is never done.

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Reach Erika Engle at 529-4303, erika@staradvertiser.com or on Twitter as @erikaengle.