Rise in Japanese entrants gives Hapalua momentum

A sixfold increase in the number of Japanese runners has helped bolster the economic and fundraising impacts of the Hapalua half-marathon and given organizers hope that one day its numbers could begin to rival its sister event, the Honolulu Marathon.

The race, which took place Sunday, drew 4,462 participants, which was 53 percent more runners than the 2,900 who signed up for the event in 2013. An estimated 802 half-marathon entrants came from Japan this year, up from the 130 or so runners who came from Japan last year. While Hapalua’s numbers are still small as befits an event that’s in only its third year, it contributed an estimated $2.5 million in direct and indirect spending and was expected to raise about $40,000 for local charities.

But organizer Jim Barahal, the runner who made the Honolulu Marathon one of the most successful tourism sporting events in Hawaii, sees a more magnificent finish in the event’s future.

"If you look at the world of running, the fastest growing event by far are the half-marathons," Barahal said. "We wanted to create a world-class, destination event that would bring people from other places to Hawaii and create a broad base of community involvement by raising money for local causes."

Barahal and other organizers did not set out to mimic the Hono­lulu Marathon when they designed the Hapalua, which offers a few unique twists. For starters, the course was planned to start and finish in Waikiki, where most of the tourist participants will be staying. A fundraising element allows teams to use social media to raise money for their own charities.

"We were able to raise $2,089 for the upcoming Hawaii Lodging and Tourism Association Visitor Charity Walk," said Charlene Goo, Outrigger Enterprises Group’s vice president of global brand performance. "It was such a great way to support the community and get our brand out there." 

Then, there’s the excitement of "The Chase," a format that gives the best Hawaii runners a head start on three of the world’s best marathoners. To win, the global talent must chase down the Hawaii team because the first person to cross the Kapiolani Park finish line gets $5,000 with smaller prize amounts distributed through 10th place.

However, in creating Hapalua, Barahal and other organizers drew on more than 40 years of marathon best practices and supporters, particularly from Japan.

"Our partners with the Honolulu Marathon and our ad agency were made aware of Hapalua from its inception," Barahal said. "Once we started to demonstrate the event’s growth and the quality of the experience, we were able to bring in two of our marathon sponsors, Japan Airlines and MUFG, a large credit card sponsor. This is a critical step considering that their influences and reach is enormous and by putting their sponsorship to the event, they are giving their stamp of approval."

To be sure, the Hono­lulu Marathon, which got off to a slow start with 167 entries in 1973, was just a local footrace until Japan sponsorships and endorsements turned it into a world-class destination event. Where Hapalua is taking a page from that playbook, Barahal said it’s also growing its local presence by bringing on Outrigger Hotels and Resorts as a Hawaii-based sponsor.

Sean Dee, executive vice president and chief marketing officer for Outrigger Enterprises Group, said sponsoring the event was a good fit for the hotel chain, which has long been familiar with the tourist draw of the Honolulu Marathon.

"The marathon is obviously a proven winner. It’s one of the most significant in the world and it’s a major tourism driver," Dee said.

The Hapalua is another opportunity to showcase the diversity of our destination and the variety of both spectator and participatory sports that visitors and residents can enjoy, said Hawaii Tourism Authority President and CEO Mike McCartney.

"The draw of the Hawaiian Islands and the growing interest in the shorter half-marathon will help to attract visitors to the state during the traditionally slower spring shoulder period," McCartney said.

Dee said he sees tremendous growth potential in the Hapalua both as a tourism and community event.

"If you think about the numbers that we are seeing now, Hapalua could over the next couple of decades turn into an event that also attracts 25,000 to 30,000 people."

While Barahal said he envisions Hapalua growing to 7,000 racers next year, Dee’s theory isn’t inconceivable given the early Japan-side enthusiasm for the race.

The first Japanese visitor ran in the Honolulu Marathon in 1976. A few years into JAL’s sponsorship, participation in the Honolulu Marathon had doubled, Barahal said. By 1995, the marathon’s benchmark year, the Japan field had grown to 21,717 participants or 63 percent of the 34,434 total runners, he said. Last year, 13,585 runners came from Japan for the event, which attracted a total of 30,568 racers and contributed $101 million in economic impacts to Hawaii.