SCR 103

THE SENATE
S.C.R. NO.
103
THIRTY-THIRD LEGISLATURE, 2026
S.D. 1
STATE OF HAWAII
H.D. 1
SENATE CONCURRENT
RESOLUTION
URGING THE DIVISION OF
STATE PARKS OF THE DEPARTMENT OF LAND AND NATURAL RESOURCES TO CONVENE A TASK
FORCE TO IMPROVE STATE PARKS, AND TO DEVELOP APPROPRIATE BRANDING AND
NARRATIVES FOR PARKS, LANDMARKS, AND OTHER SIGNIFICANT PLACES THROUGHOUT THE
STATE.
���� WHEREAS, the
State's parks, landmarks, and landscapes represent an important part of the
State's identity, history, culture, and economy; and
���� WHEREAS,
national parks in the United States and other nations are often recognized for
providing the highest quality experience for their visitors and local
residents, including providing appropriate and well-maintained infrastructure
that blends into the surrounding environment; and
���� WHEREAS, the
National Park Service has successfully established a recognizable identity for
national parks through consistent theming, interpretive storytelling, and
artwork that reflects the natural, historical, and cultural significance of
each location; and
���� WHEREAS,
other federal and state agencies have also developed impressive branding that
has been monetized to raise revenue in support of their mission, such as
California State Parks, which sells branded and themed merchandise in numerous
locations, and the National Aeronautics and Space Administration, which sells
more branded merchandise than nearly any other public entity; and
���� WHEREAS, the
development of a recognizable brand allows
organizations, whether public or private, to bolster revenue growth through a
loyal customer base who, in turn, advocate for the brand's success and attract
further customers; and
���� WHEREAS, place-based branding and storytelling can educate
residents and visitors about the cultural, historical, and environmental
significance of communities and public lands, while strengthening stewardship
and responsible visitation and building a customer base committed to
patronizing the organization; and
���� WHEREAS, the
State's Division of State Parks has been making considerable efforts to improve
the infrastructure, landscaping, and experience at existing parks, and to
ensure park amenities are maintained at a level commensurate to or better than
national best practices, innovations, and standards; and
���� WHEREAS, the
State has an opportunity to further improve park infrastructure, integration
with the natural environment, and visitor experience, and to establish official
branding and storytelling that appropriately represents the State's communities
and public places while potentially generating revenue to support park
maintenance, preservation, education, and visitor services; now, therefore,
���� BE IT
RESOLVED by the Senate of the Thirty-third Legislature of the State of Hawaii,
Regular Session of 2026, the House of Representatives concurring, that the
Division of State Parks of the Department of Land and Natural Resources is
urged to convene a task force to improve state parks and develop appropriate
branding and narratives for parks, landmarks, and other significant places
throughout the State; and
���� BE IT FURTHER
RESOLVED that the task force is requested to consist of the following members:
���� (1)� The Administrator of the Division of State
Parks of the Department of Land and Natural Resources, or the Administrator's
designee, who is requested to serve as the chairperson of the task force;
���� (2)� The Administrator of the Business Development
and Support Division of the Department of Business, Economic Development, and
Tourism, or the Administrator's designee;
���� (3)� A representative from the Hawaii Tourism
Authority;
���� (4)� A representative from the University of Hawaii
Community Design Center;
���� (5)� A member with specialized expertise to serve
in a cultural advisory capacity;
���� (6)� The chairpersons of the standing committees of
the Senate and the House of Representatives having primary jurisdiction over
water and land, or the respective chairpersons' designees; and
���� (7)� Any other members the chairperson deems
appropriate; and
���� BE IT FURTHER
RESOLVED that the task force is requested to examine examples of the best
infrastructure and park experiences and develop plans to ensure park
infrastructure, landscapes, and other amenities are improved and maintained at
a level commensurate to or better than national best practices, innovations,
and standards; and
���� BE IT FURTHER
RESOLVED that the task force is requested to examine examples of successful
branding, branded revenue generation, interpretive storytelling, and retail
strategies used by national parks, cities, and other locations to develop a
framework suitable for the State; and
���� BE IT FURTHER
RESOLVED that the task force is requested to ensure that any art, branding, and
narratives developed appropriately and respectfully reflect the cultural
heritage, historical significance, environmental character, and community
identity of the places represented; and
���� BE IT FURTHER
RESOLVED that this body affirms its intent for the State to develop and
maintain a state parks system that reflects the highest standards of
stewardship, quality, visitor experience, and infrastructure so that Hawaii's
state parks are recognized as one of the finest state park systems in the
United States; and
���� BE IT FURTHER
RESOLVED that the task force is requested to submit a report of its findings
and recommendations, including any proposed legislation, to the Legislature no
later than twenty days prior to the convening of the Regular Session of 2027;
and
���� BE IT FURTHER
RESOLVED that certified copies of this Concurrent Resolution be transmitted to
the Administrator of the Division of State Parks of the Department of Land and
Natural Resources; Administrator of the Business Development and Support
Division of the Department of Business, Economic Development, and Tourism;
Chief Executive Officer of the Hawaii Tourism Authority; and President of the
University of Hawaii System.
Report Title:�
DLNR;
Task Force; State Parks; Branding and Narratives