Attracting top seniors to play in the Cornerstone Bancard Hula Bowl will be one of the top priorities for the collegiate all-star game next year, according to the game's new owner.

Organizers plan to launch a marketing campaign that includes a highlight video of the Hula Bowl, and want to work with sports agents in hopes of luring marquee players in the future, Nick Logan, Cornerstone Bancard's chief executive officer, said yesterday.

"It's marketing awareness," said Logan, whose credit-card processing company is based in Alpharetta, Ga. "We have to market the right players. We want to make this the premier showcase for players."

After eight years on Maui, the Hula Bowl returns to Ho-nolulu for its 60th anniversary Saturday at Aloha Stadium.

The Hula Bowl — Hawai'i's longest running sports attraction — has struggled to draw fans, dipping to about 12,000 in its final year on Maui, and has experienced difficulty in finding a foothold in Hawai'i's crowded bowl marketplace with the Sheraton Hawai'i Bowl and Pro Bowl.

"You need to make this a very class event, and we'll get the players," Logan said. "There's agents out there that sometimes will endorse other bowls. We want to work with the agents. We want to work with the NFL teams to tell them why we think (their scouts and coaching staffs) should be here."

Logan said the Hula Bowl tried unsuccessfully to invite Southern California quarterback Matt Leinart, the 2004 Heisman Trophy winner.

"We did try," Logan said. "At this point, he will not be joining us."

Logan said possible perks such as giving players Hula Bowl rings, and favorable reviews by former coaches, players and NFL scouts, will help the Hula Bowl reclaim the glory of its past.

He also said he will seek input from scouts and coaches as to how to improve the Hula Bowl, saying "if the defensive sets or offensive sets are not what they want to see, we'll change it."

Cornerstone Bancard is the third Hula Bowl owner in the past four years. Dick Schaller purchased the game from Marcia Klompus in 2002, and he sold it to Mark Salmans and Kenny Hansmire of Overtime Sports Pacific in 2004.

Salmans said he brought the game back to Honolulu because of lack of sponsorships and dwindling attendance.

"I couldn't get any sponsors to look at it ... unless I moved the game back here," said Salmans, whose tenure as Hula Bowl president expires after Saturday's game. "I feel this was the best move that could have been made. It's in good hands."

Saturday's seating will be limited to 25,000 in the stadium's lower bowl. Logan said a crowd between "15,000 and 20,000 would be a success."

"I'd love to see that," said Logan, who added proceeds of program sales will be donated to children's organizations. "I hope the community embraces what we're trying to do."

Scouts from all 32 NFL teams are expected at practices this week, Logan said. San Francisco 49ers south regional scout Oscar Lofton said Hula Bowl organizers made it easier to access players.

On Maui, players would practice at one site, then go to another site for evaluation, forcing scouts to scramble.

"The kids are centrally located here," Lofton said. "We actually had four hours with the players to interview them, weigh them, measure them, and do all the things we need to do."

Lofton said he doubted NFL coaches would attend Hula Bowl practices en masse because they normally attend the Senior Bowl, Jan. 28, in Mobile, Ala., which is operated in conjunction with the NFL.

The Hula Bowl is also in competition with the East-West Shrine Game, which will be held Saturday in San Antonio. Former University of Hawai'i standouts Tim Chang and Chad Owens were able to play in both the Shrine Game and Hula Bowl last year when they were held on different weekends.

"I think once the word gets out that it's an upgrade here — it's better than some of the other bowls — some of the better kids are going to come," Lofton said.

Washington coach Tyrone Willingham, who will coach the West team Saturday, called Ho-nolulu a "great place" for the Hula Bowl, and added Cornerstone Bancard is fully committed to the game.

"As always, the No. 1 thing is leadership," Willingham said. "With Cornerstone Bancard, you have the leadership that wants to see this game be a success and have it return to its glory days.

"There are certain traditions, like Christmas and Thanksgiving, that we should keep all the time, and this should be one of those," Willingham added. "For a lot of young men, this is a rare opportunity. For several young men, this is their first opportunity to see Hawai'i."

NOTES

The West O'ahu Little League world champions will be honored at Saturday's Hula Bowl. The team will receive their game-day jerseys in a pre-game ceremony at 1:30 p.m. West O'ahu defeated Curacao last August in Williamsport, Pa., but the players were not able to keep their game-day jerseys because of national regulations and the lack of funding for duplicate jerseys. Subway Hawai'i, a Hula Bowl sponsor, made arrangements to cover the costs. ... Former Heisman Trophy winners and current Hula Bowl players and coaches are scheduled to sign autographs for free from 6:45 to 7:30 tonight at Dave & Buster's, Ward Entertainment Center. Former Heisman winners scheduled to attend are Rashaan Salaam, Billy Sims, Charles White, Andre Ware, Dick Kazmaier, Hop Cassidy, Mike Rozier and George Rogers. Former UH players Lono Manners, Tanuvasa Moe, Kila Kamakawiwo'ole and Brandon Eaton are also scheduled to attend.

Reach Brandon Masuoka at bmasuoka@honoluluadvertiser.com.