At the trendy, dimly lit Aria restaurant at Century Center, she chats up other professionals over cocktails at The Business of Networking, a monthly meet-and-greet hosted by Social Wahines and Pacific Edge Magazine.

Unequivocally — an entrepreneur who legally changed her name as a branding strategy because, as she explained in an e-mail, “It is important to be different” — is among hundreds of professionals making time for midweek business networking events in Hawaii, a scene that has taken off in the last six months.

Motivated by the beleaguered economy, they’re using every avenue possible to drum up new business. Thanks in part to martini specials and pupu offered by bars and restaurants happy for the business, the awkward small talk of yesterday’s networking scene has been replaced by excited banter and deal-making between determined professionals.

“They’re off-the-charts valuable,” Unequivocally said of the four hours of networking time she tries to put in each day. “People are starting to realize, especially in this economy, that you have to get out, put your face out there, build your credibility so you can not only grow your own business but help others with new contacts.”

Even in the age of Twitter and Facebook where people are plugged into their networks by the minute, the comeback of face-to-face networking is really a return to the basics of business — building relationships.

Die-hard networkers like Toby Tamaye, president of Honolulu-based AT Marketing, say they attend up to three business networking events a week to build their Rolodex.

“This is the year where businesses need to reposition themselves in the community and you don’t do that by sitting behind your desk and just talk to your employees all day,” Tamaye said. “You don’t go to networking to land a $10,000 deal that night and once is not enough. By the second time, people recognize you and by the third time, you’re probably going to have a meeting set up for next week.”

It’s certainly more fun than cold-calling. And it’s also a practical way for businesspeople to stretch their marketing dollars since traditional advertising almost always is the first item to get slashed when sales slide.

Cory Mitsui, an independent insurance agent for State Farm Insurance Co. in Kaneohe, said 25 percent of his new business has resulted from networking events and referrals compared to the 10 percent of new business generated from direct mail and phone book advertisements.

Organizers of business networking events, including The Chamber of Commerce of Hawaii, say the demand is stronger now than it’s ever been.

“They’re taking every advantage they can because back when everything was good, you just don’t leave your office,” said Bryna Stankiewicz, vice president of marketing for the chamber. “It is back to basics for them to expand their referral base and know it’s important to stay connected. Even with the budget challenges, they realize that you cannot disappear off the face of the earth.”

The chamber’s monthly Business After Hours mixers, which cost $25 for members, are sold-out events that each attract between 100 and 200 people.

Attendance at meetings of Sales & Marketing Executives International Honolulu is growing. And Danielle Scherman, founder of the women’s networking group Social Wahines, said The Business of Networking events have become a huge draw since launching just a little more than a year ago.

“We’re finding better turnout for both social and business purposes and people are concerned enough to make more of an effort to get their face out there to create more long-lasting relationships, which are so valuable, especially in Hawaii,” she said.

Since it is all about gaining exposure, restaurant and nightclub owners are now clamoring to host the next networking event.

“Location is an enticement so the venues know it’s great exposure for them and we’re lined up for the entire year,” Stankiewicz said.

Even with more mission-driven attendees, many networking professionals say that there is an unwritten code of conduct that keeps the high-pressure sales pitches to a minimum.

“It’s about getting to know people and being yourself and, especially in Hawaii, people do not like to be sold at these events,” said Myles Dias, business development manager for Kilakila Employer Services. “There has to be a soft approach. I’m offended when people try to sell me because I’m a salesman and I can see it coming from across the room.”

2/4/09  Pacific Edge Magazine has rolled out a new online format as a way to reach more technology-savvy readers.

The digital magazine, thepacificedge.com, has a page-turning mechanism and multimedia features including video, music and links to external Web sites. Readers can e-mail magazine content to friends or search for specific names and businesses using an issue-specific search engine.

“We are excited to enhance the magazine’s content daily and even hourly, if need be, and to track our readership statistics through the online software,” said Naomi Hazelton-Giambrone, publisher of Pacific Edge, which is a quarterly publication.

Pacific Edge’s print edition has a readership of 30,000.

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Honolulu, HI —January 6, 2009 — In an effort to reach out to Honolulu’s eco-conscious community and support discussion of today’s environmental issues, Pacific Edge Magazine has recently partnered with Green Drinks Honolulu as their official media sponsor.

Green Drinks is an internationally recognized, informal social network which comes together for cocktails every month in order to spark conversation about how to make the world a greener place. Currently, 454 cities worldwide are participating in Green Drinks networking events. The Honolulu chapter of Green Drinks meets on the first Tuesday of every month at 5:30 p.m. at E & O Trading Company in Ward Centre and is open to the public.

Pacific Edge Magazine, known for its monthly networking events catering to young professionals, will continue to support local business and in addition, support sustainable living, as it promotes Green Drinks Honolulu events and assists in the efforts to raise awareness about Hawaii’s pressing ecological concerns, both through magazine editorial content and word-of-mouth communication to all Pacific Edge partners and readers.

This April Pacific Edge Magazine will launch its Green Issue, which will focus on some of Hawaii’s most inspiring eco-conscious entrepreneurs and professionals. Columns written by respected members of the local community, including Green Drinks Honolulu chapter founder, Laurens Laudowicz, will also be included in the upcoming issue.

Pacific Edge is a quarterly, cutting-edge magazine that embodies the creativity and vibrancy of Hawaii’s thriving business community. By spotlighting a group of rising young professionals in every issue, it captures the essence of youth and innovation in the marketplace. Pacific Edge was awarded Small Business Hawaii’s Business Booster Award last year for its support of local businesses. The publication is available through subscription, at Oahu Barnes & Noble stores, as well as statewide Borders locations.