04/25/2024
We were asked to help navigate the very nuanced and challenging task of slowly reopening to visitors while thousands of residents were still without homes or a clear path through this tragedy. Our approach? We leaned in, acknowledged what was happening on Maui, and worked to support the community instead of ignore it. This wasn’t just a strategic plan to get more visitors, but a genuine desire to use our platforms to inform and educate visitors who wanted to come to back to Maui.
What did we find? The local community embraced what we were doing, appreciated us bringing light to the ongoing challenges on Maui, and understood why we were reopening and that we were doing it right. And, for the most part, all the visitors appreciated it too. We did find some push back, but it was from a very small percentage of mainlanders who were unhappy that we would dare ask for empathy and share this tragedy, at the risk of killing their vibes before vacation. We were ok with that, and maybe even turned away a few of the types of visitors we don’t want here anyway.
It continues to be an honor to work with this team, most of whom are Lahaina residents, and some with roots dating back to the first Hawaiians on Maui. There is still a lot needed to help recover, and we’re going to keep doing what we can to increase awareness and help support the people and the ‘āina of Maui.
