New Film Location App May Divert Tourists, Strain Local Businesses Near Filming Sites

A new mobile application, SetJetter, has launched with the stated goal of capitalizing on the global interest in film and television by guiding tourists to iconic filming locations across Hawaii. The app offers a digital map and curated experiences for visitors seeking to explore real-world settings where popular movies, TV shows, and streaming series have been produced. This development poses a potential shift in visitor patterns, requiring businesses situated near well-known filming sites to assess their operational readiness and potential impacts.

The Change

SetJetter's release aims to convert passive viewing of media into active tourism. By providing a centralized digital platform, the app simplifies the process for tourists to identify and visit locations that have served as backdrops for Hollywood productions. While specific details on the app's user base projections or marketing reach are not yet public, its premise suggests a direct channel to an audience already invested in Hawaii's visual landscape.

A significant aspect of this launch is its potential to create micro-tourism hubs around specific filming sites, drawing visitors away from more traditional attractions and potentially into more localized commercial areas. This could translate into increased demand for services and retail in affected neighborhoods.

Who's Affected

• Tourism Operators (Hotels, Tour Companies, Vacation Rentals, Hospitality Businesses):

  • Potential for new visitor segments interested in niche tours or accommodations near filming sites.
  • Risk of diversion from existing tours or attractions if SetJetter gains significant traction.
  • Need to assess if unique packages or excursions can be developed around local film history.

• Small Business Operators (Restaurants, Retail Shops, Service Businesses):

  • Opportunity for increased foot traffic and sales if locations are popular with app users.
  • Potential need to scale staffing, inventory, and operating hours to meet unexpected demand.
  • Increased competition if multiple businesses emerge to cater to this specific tourist segment.

• Real Estate Owners (Landlords, Property Managers, Developers):

  • Properties in proximity to popular filming locations may see increased demand from tourism-dependent businesses (e.g., cafes, souvenir shops, small inns).
  • Potential for increased rental rates in commercial zones identified by the app.
  • Need to consider zoning and usage restrictions for any new commercial tenants.

Second-Order Effects

• Increased localized tourism demand → potential strain on existing infrastructure (parking, waste management) in specific neighborhoods → increased maintenance costs for local government or property owners.
• Higher visitor numbers in niche areas → increased demand for local goods and services → potential for price increases (inflationary pressure) on everyday items for residents near filming sites.
• Diversion of tourists to film sites → reduced visitor spending at traditional tourism hubs → potential impact on existing tour operators and larger hospitality establishments.

What to Do

Action Level: WATCH

Given the nascent stage of the SetJetter app and its unknown user adoption rate, immediate action is not required for most businesses. However, a period of observation is recommended to gauge its actual impact on visitor flow and demand.

• Tourism Operators: Monitor SetJetter's presence in online travel forums and social media. Note any emerging tour packages or visitor inquiries referencing film locations. Assess if your current offerings could be enhanced with a film tourism angle.

• Small Business Operators: Track foot traffic and sales trends in areas known for filming. Observe if there's a noticeable increase in visitors asking about specific movie or TV show connections. Consider a small-scale product or service offering that subtly ties into popular film narratives.

• Real Estate Owners: Keep an eye on commercial vacancy rates in areas with well-known film sites. Note any inquiries from new businesses looking to capitalize on film tourism. Evaluate if current leases have clauses that could accommodate or be affected by increased tourism activity.

Monitor Trigger Conditions:

• Within 90 days: If SetJetter demonstrably leads to a sustained 10% increase in foot traffic at businesses near popular filming sites, or if visitor inquiries specifically mentioning the app or film locations become common (more than 5 per week per business), consider developing targeted marketing or operational adjustments.
• Within 6 months: If national or international travel guides begin featuring SetJetter prominently, or if there's a measurable shift in booking patterns to accommodations near film sites, then more significant adjustments to service offerings, staffing, and inventory may be warranted.