Vendor applications are now open for for Hawaiian Council's ‘Ulu O Lele, an interim marketplace and community gathering space in development at the former Outlets of Maui site in Lahaina.
Wildfires ravaged parts of the Valley Isle on Aug. 8, 2023. While fires burned through several other areas of Maui, Lahaina saw the worst as an inferno destroyed much of the historic town and killed more than 100 people.
As Maui County noted in July, ‘Ulu O Lele will be the first project to bring storefronts back to Lahaina's Front Street after the blaze and will offer an interim home for local businesses, nonprofits, cultural practitioners, farmers and community programming while permanent commercial redevelopment progresses.
Vendors interested in participating in ‘Ulu O Lele can find more information or submit applications at uluolele.com; applications will be accepted through Sept. 28.
Priority will be given to businesses directly affected by the 2023 wildfires or those with a connection with Lahaina, but all Maui-based businesses can apply, a recent announcement from Hawaiian Council, formerly the Council for Native Hawaiian Advancement, noted.
According to the announcement, ‘Ulu O Lele will span about three acres, and is expected to accommodate 25 to 50 local vendors and sustain nearly 90 jobs during the interim recovery period.
"Modular retail spaces and supporting infrastructure will provide an interim home for businesses and organizations as Lahaina's long-term rebuilding continues," the announcement noted.
‘Ulu o Lele will have 144-square-foot and 240-square-foot storefronts available, and space for up to eight food trucks, the website states; monthly rents are estimated to run up to $1,500, depending on the space and type of business.
"Providing economic opportunities for Native Hawaiian families and businesses has always been central to Hawaiian Council’s mission," Kūhiō Lewis, CEO of Hawaiian Council, told Aloha State Daily in an emailed response to questions. "Over the years, we have advanced this vision with numerous initiatives such as our trades program, the acquisitions of Nā Mea Hawaiʻi and Hawai‘i Stage, and developing a workforce of over 400 individuals across all of Hawaiian Council’s companies."
As Hawaiian Council approached the third anniversary of the wildfires, Lewis said that recovery continued to evolve.
"While our early efforts focused on immediate needs like housing, financial assistance and essential supplies, today's challenge is rebuilding Lahaina's economy and creating lasting opportunities for the people who call it home," he says. "The idea [for ‘Ulu o Lele] came from conversations with the Lahaina community and was backed by a Business Resiliency Study conducted by Hawaiian Council to identify immediate and interim solutions to support the economic recovery of West Maui."
Lewis says that Hawaiian Council has been working on this concept for more than a year, and that work included conducting the Business Resiliency Study, securing funding and identifying a location.
The former Outlets of Maui site provides a "unique opportunity" because it was previously a commercial site and has ample parking for local residents, he says, which is "very important because there are few, easily accessible parking options in the heart of Lahaina."
Knowing that ‘Ulu o Lele is the first project to bring storefronts back to Front Street is "deep kuleana," Lewis told ASD. "This is an opportunity to help shape what Lahaina’s business community will look like long-term, so we want to make sure that it is community-involved and something that the community can be proud of."
The ultimate goal with the marketplace, though, is to "be a bridge and prepare Lahaina and other Maui businesses for any future permanent commercial opportunities," he says. "We want this to be a catalyst to ensure that Front Street will be filled with local small business owners who are able to thrive and make a living by providing authentic products and experiences of Lahaina."
Lewis says the hope is to get a variety and "balanced mix" of different businesses in the marketplace — not only retail, but cultural practitioners, personal services like massage therapy and hair stylists, everyday needs, spaces for local artisans, and an assortment of food.
"Hawaiian Council received 93 responses from the vendor interest form. Our next step is to allow for businesses to go through the application process and tell us about their connection to Lahaina and how their participation in the marketplace to going to play a role in the future and betterment of Lahaina," he explained. "Once the application closes, the advisory committee will get to work to identify the finalists for the first round of vendors."
Lewis says Hawaiian Council had hoped to have the marketplace opened this month, but recent storms impacted some of the timelines; the organization is "excited to open in November, right around the start of the holiday season."
According to Lewis, the project is expected to cost roughly $8 million, including capital and operational costs; he notes that funding was provided by Hawaiian Council's Kāko‘o Maui fund, Hawai‘i Community Foundation's Maui Strong Fund and marketing dollars from Maui County's Office of Economic Development.
"Hawaiian Council hopes that ʻUlu o Lele serves as a blueprint of future development along Front Street," Lewis says. "Our goal is to provide a space for emerging small businesses and businesses with long-established roots in Lahaina that embody the true spirit and culture of Lahaina and Hawaiʻi. We cannot build a Lahaina that looks like the Las Vegas Strip. Front Street needs to be something that provides an equal balance for community to be able to gather and for visitors to learn and experience hoʻokipa. Small businesses are not going to be able to afford high retail rent rates that include revenue percentage, CAM and other fees. We really need to build a model for the redevelopment of Front Street that provides inclusion and opportunities for Lahaina and Maui businesses and for business to be set for success."
Stephanie Salmons can be reached at stephanie@alohastatedaily.com.
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