To: CVJ who wrote (63526 ) 7/21/2003 7:56:30 PM From: PatiBob Respond to of 225578 HaHaHa!!bizjournals.com Waikiki will get Spammed as Hawaii's vice goes public John McDermott Hawaii's secret gourmet vice is being exposed to the visiting public. Since World War II, Spam has been Hawaii's favorite stand-by food item. (Note, the SPAM® we're talking about is a registered trademark of Hormel's food line and is not associated with spam, the junk mail received on the family computer.) All of those favorite Spam recipes that have made Hawaii's citizens such devastating physical specimens for these many years are being exploited in a giant Waikiki promotion this week. Spam, as everyone locally knows, is a canned pork product packed by Hormel in Austin, Minn., the hometown of Spam. Annually the city stages a Spam Jam Festival. Because Hawaii is the Spam Capital of the USA, where 6.7 million cans of Spam are sold every year, the Waikiki Improvement Association, looking for a new promotion, saw the format of a Spam festival as a natural event for Hawaii to augment the already successful Brunch on the Beach. Bitsy Kelley, the Roy and Estelle Kelley granddaughter now in charge of the Ohana Hotel image, first spotted the Spam Jam publicity and suggested it to colleague Barbara Campbell as a local promotion. The idea mushroomed into a giant Waikiki event with 26 people on the promotion committee eager to contribute to the event. Hoagy Gamble, a local food broker whose company sells Spam and a host of other blue-chip food items, said, "Be my guest," when the idea was brought to him. Spam Jam started at noon Thursday at the Royal Hawaiian Shopping Center on two stages with two radio stations broadcasting the proceedings live. One of the main attractions at the shopping center was the creation of the world's longest Spam musubi at 125 feet long. The giant-sized local creation will be submitted to the Guinness World Book of Records. The master of ceremonies and official spokesman was comedian Frank DeLima. Free prizes and samples of Spam musubi were given away. This evening at 6 p.m., on the lawn of the Sheraton Waikiki, the Taste of Paradise Spam Cook Off will take place. Leading Hawaii chefs are creating unique dishes featuring Spam accompanied by appropriate wines. Admission per person is $50. Saturday, from 4 to 10 p.m., Kalakaua Avenue will be lined with food booths featuring various Spam dishes. There also will be craft booths, a Spam-eating competition, live entertainment and a scavenger hunt. Admission is free. Many parking locations will discount parking to $1 per hour. The promotion extends far beyond food booths. Every ABC store in Waikiki will have entry blanks for a drawing for a trip for two to Spam's hometown of Austin to visit the 16,000-square-foot Spam Museum. Participating hotels will offer a free upgrade to guests who present the reception desk a can of Spam on check-in. All donations will go to the Hawaii Foodbank. And a portion of all proceeds from the event will go to the Waikiki Community Center. Spam's popularity is a natural result of our multiethnic pork heritage. The Hawaiians started it off by importing the first pigs. Immigrating Chinese brought their own exotic pork recipes. The Japanese did the same. What about the Portuguese? Frank DeLima recalls pork at Easter that was pickled overnight and then fried for breakfast.