More than two years in the making, and three years after wildfires devastated the West Maui community, Hawaiian Council's ‘Ulu O Lele, an interim marketplace and community gathering space, has opened 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 is 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.
Seventeen modular storefronts built in Hilo arrived on Maui and were installed at the nearly 3-acre marketplace ahead of the Nov. 10 grand opening, a recent announcement from Hawaiian Council, formerly known as the Council for Native Hawaiian Advancement, noted.
According to that announcement, a volunteer, community-led ‘Ulu O Lele Advisory committee selected 24 businesses for the project after reviewing 126 applications; applicants affected by the 2023 wildfires or with a connection to Lahaina were prioritized.
In storefront spaces, you'll find, according to Hawaiian Council:
- Beyoutiful Soul Shop, a boutique offering handmade and permanent jewelry, women's apparel, accessories, crystals, gifts, and products from Maui-based and women-owned businesses.
- Da Kine Tattoos and Collectables, which combines custom tattoo artistry with trading cards, collectibles,toys and gaming-related products.
- Goin Left, a surf lifestyle boutique offering handcrafted surfboards, longboard fins, locally made artwork, clothing, swimwear and accessories that was established in Lahaina in 2015.
- Handmade by Heather, which specializes in customizable, reversible swimwear for women and keiki.
- Hawaiʻi Gelato, offering Italian-style gelato and dairy-free sorbetto.
- HENŌHEA Hawaiʻi, a Native Hawaiian, wahine-owned fashion and lifestyle brand offering sustainably made apparel, swimwear, and culturally inspired designs for women, men and keiki.
- Kekai and Me, a Maui-based lifestyle brand that offers locally designed beach accessories, cooler bags, towels, phone accessories and other travel essential.
- Mary Go Round Clothing Co., a secondhand clothing and accessories store offering men's and women's apparel, shoes, hats and other thrift finds.
- Maui Hub, a nonprofit food marketplace connecting Maui farmers, ranchers, and food producers directly with consumers.
- Mina Massage Therapy, a Lahaina-based wellness business providing personalized therapeutic massage services.
- Nani Shells, a Maui-based handmade jewelry business established in 2013.
- One of Dakine Maui Carving, a family-owned business rooted in Lahaina since 1999 that specializes in handcrafted wood sculptures.
- Taste Da Rootz, a locally owned botanical beverage business specializing in ʻawa (kava), kratom products and more.
- The Jewelry Stand Maui, which offers handmade and custom-designed gemstone, pearl andcrystal jewelry, including necklaces, bracelets, earrings, and other accessories created and fittedon-site.
- Lahaina Barber Co., which offers professional barbering and grooming services.
- West Side Boba, a locally owned food truck specializing in handcrafted boba drinks, fruit teas, milk teas, specialty shakes and Filipino-inspired beverages.
Meanwhile, the selected food trucks include:
- Baya Bowls, which was established in Lahaina in 2015, offers fresh açaí bowls, smoothies, probiotic juices, cold brew coffee and chai.
- The Funky Mug by Drift, a neighborhood coffee shop offering freshly prepared coffee and pastries.
- Front St Fresh, a locally owned food truck serving up breakfast and lunch that includes chilaquiles, breakfast burritos, smash burgers, açaí bowls and other Mexican-inspired and local faves.
- Mr. Sub Deli, a longtime Lahaina eatery offering sandwiches and prepared meals for breakfast, lunch and dinner.
- Penne Pasta Cafe, a longtime Lahaina restaurant offering pasta, pizza, salads, sandwiches and other Italian-inspired meals.
- Smash Maui, a locally owned food truck and catering business.
One of the 17 units will serve as the ‘Ulu O Lele office and a business incubator space, offering up "another way for entrepreneurs to participate in the marketplace," Hawaiian Council says.
"During the two-year initiative, economic opportunities will extend beyond individual storefronts to food truck operators, pop-up vendors, local makers and artists through planned entertainment," according to the announcement. "Collectively, this project will draw residents and visitors back to the area and support the long-term return of commercial activity on Front Street, as permanent businesses begin to build back."
“Behind every business is a person or family working to rebuild their livelihood,” Kūhiō Lewis, CEO of Hawaiian Council, said in the announcement. “While we wish we could accommodate every business that applied, ʻUlu o Lele is one step in a much larger effort to restore Lahaina’s economy. This marketplace isn't intended to replace the rebuilding of Front Street, but to create opportunities for businesses to return, earn income, reconnect with customers and support local jobs while that rebuilding continues. Our commitment doesn't end with this first group of vendors. We will continue looking for ways to create opportunities for more Lahaina businesses because we all have a kuleana to help move this recovery forward.”
Sergio Perez and his wife, Lahaina-born-and-raised Brayz Lee are among those rebuilding. According to the announcement, the pair temporarily relocated to Las Vegas after losing their home and belongings in the wildfire, but were able to return to the Valley Isle and start Front St Fresh.
“We wanted to be part of something bigger, something that is going to bring Lahaina back,” said Perez in the announcement. “This is the beginning of something beautiful, I think. And we want to be part of it.”
Hawaiian Council is leading the planning, development and implementation of the roughly $8 million project, with funding from its Kākoʻo Maui Fund and a $4 million grant from HCF’s Maui Strong Fund.
Knowing that ‘Ulu o Lele is the first project to bring storefronts back to Front Street is "deep kuleana," Lewis told Aloha State Daily in September. "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 said at that time. "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."
HPM Building Supply constructed 17 modular storefronts in Hilo, the announcement says, noting that the units measure 12-by-20 feet or 12-by-12 feet, providing 240 or 144 square feet of space. Hawaiian Council arranged private shipping through American Marine Corporation to transport the structures to Maui.
Commercial activity in Lahaina has started to tick up in recent months.
This summer, Kimo’s Restaurant, a popular waterfront eatery lost in the fire, announced its intent to return to Front Street.
And in October, Arita Poulson General Contracting announced it would lead the the reconstruction of 612 Front St.
According to an announcement from the contractor last month, the rebuild will closely match the appearance of the buildings lost in the fire and keep both structures within their original footprints.
"Owned by AJI LLC and managed by Pacific Rim Land, the property will include a one-story, 4,400-square-foot commercial building with four street-level bays and a one-story, 310-square-foot detached kiosk," the announcement says, noting that construction is expected to take about six months with tenant build-out to follow. It is expected to open in the summer of 2027. Pacific Whale Foundation will be the building's anchor tenant, the announcement noted.
Arita Poulson also is the general contractor for Lahaina Residential, a 60-home community at 1034 Front Street that held its groundbreaking Oct. 2.
Stephanie Salmons can be reached at stephanie@alohastatedaily.com.
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