24 businesses selected for Lahaina’s ʻUlu o Lele Marketplace ahead of Nov. 10 grand opening

Hawaiian Council today announced the businesses selected by the ʻUlu o Lele Advisory Committee for Lahaina’s interim marketplace and community gathering space. Seventeen modular storefronts built in Hilo have arrived on Maui and are being installed at the former Outlets of Maui site ahead of the Nov. 10 grand opening.

More than two years in the making, ʻUlu o Lele grew from discussions between Hawaiian Council and the County of Maui about restoring Lahaina’s economy. Hawaiian Council is developing the approximately 3-acre marketplace with support from Hawai‘i Community Foundation (HCF), creating a place for businesses to reopen and the community to gather and reconnect.

“Behind every business is a person or family working to rebuild their livelihood,” said Kūhiō Lewis, CEO of Hawaiian Council. “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.”

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. 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.

“I want to congratulate each of the selected vendors as they prepare to open their businesses at ʻUlu o Lele,” said Mayor Richard Bissen. “We recognize how much our Lahaina families and businesses have been through, and what it has taken to reach this point. Many of these businesses have been part of Lahaina for generations and seeing them return alongside new businesses is an important step in bringing life and economic activity back to Lahaina’s community. Mahalo to everyone who helped make this possible. I encourage our community to come out, support these businesses and be part of Lahaina’s continued recovery.”

A diverse mix of businesses selected by the advisory committee

The volunteer, community-led ʻUlu o Lele Advisory Committee reviewed 126 applications and selected 24 businesses, prioritizing applicants affected by the 2023 wildfires or with a connection to Lahaina. Its task was to select a mix of businesses that reflected Lahaina and served community needs, considering business readiness, cultural authenticity, community impact and stewardship potential.

“We read every word. We felt every story,” said Mikey Burke, chair of the ʻUlu o Lele Advisory Committee. “We needed to make sure that the marketplace was a reflection of our community.”

Burke said she hopes ʻUlu o Lele becomes the piko of Lahaina, with the community put first and visitors welcome.

Businesses selected for storefront spaces:

• Beyoutiful Soul Shop
• Da Kine Tattoos and Collectables
• Goin Left
• Handmade by Heather
• Hawaiʻi Gelato
• HENŌHEA Hawaiʻi
• Kekai and Me
• Mary Go Round Clothing Company
• Maui Hub
• Mina Massage Therapy
• Nani Shells
• One of Dakine Maui Carving
• Taste Da Rootz
• The Jewelry Stand Maui
• Lahaina Barber Company
• West Side Boba

Selected food trucks:

• Baya Bowls
• The Funky Mug by Drift
• Front St Fresh
• Mr. Sub Deli
• Penne Pasta Cafe
• Smash Maui

One of the 17 units will serve as the ʻUlu o Lele office and a business incubator space, providing another way for entrepreneurs to participate in the marketplace.

Hawaiian Council and the ʻUlu o Lele Advisory Committee extend their sincere appreciation to all applicants for sharing their stories, vision and plans for Lahaina’s future. While initial storefront space is limited, additional opportunities to participate will be available, including pop-up spaces at the Nov. 10 grand opening celebration, where applicants not selected for an initial lease will be invited to showcase and sell their products and services.

Rebuilding livelihoods

Baya Bowls owner Ceone Nojima-Jacinto started her business in Lahaina in 2015 and lost both food trucks in the August 2023 wildfires. About 80% of her employees also lost their housing. Now operating at D.T. Fleming Beach Park in Kapalua, the business will return to Lahaina through ʻUlu o Lele, serving açaí bowls, smoothies, coffee and baked goods.

“The idea of being back in Lahaina has given our employees and my family kind of new excitement about the business,” said Nojima-Jacinto. “We’re really excited to just get back into the community and see familiar faces again and get to serve the local community again.” 

After losing their home and belongings in the 2023 wildfires, Sergio Perez and his wife, Lahaina-born-and-raised Brayz Lee, temporarily relocated to Las Vegas. They returned and started Front St Fresh, a food truck serving Mexican-inspired dishes and local favorites. For the couple, joining ʻUlu o Lele is an opportunity to grow their business while helping rebuild Lahaina’s future for their children and others in the community.

“We wanted to be part of something bigger, something that is going to bring Lahaina back,” said Perez. “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 ʻUlu o Lele, with funding from its Kākoʻo Maui Fund and a $4 million grant from HCF’s Maui Strong Fund. The project grew out of community engagement and recommendations from the HCF-funded Maui Business Recovery and Resilience Assessment, which identified actions to support West Maui’s economy during recovery.

HPM Building Supply constructed 17 modular storefronts in Hilo. 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, where installation is underway.

Public invited to free grand opening celebration Nov. 10

The community is invited to celebrate the opening of ʻUlu o Lele on Tuesday, Nov. 10, at the corner of Waineʻe and Papalaua streets in Lahaina. Festivities will begin at 1 p.m., with entertainment and community activities continuing through 8 p.m. Common Kings will take the stage at 8:15 p.m. The celebration is free and open to the public.          

United Airlines is the title sponsor of the grand opening celebration. Hawaiian Council also extends its mahalo to event supporters Royal Lahaina Resort & Bungalows and Festivals of Aloha.

The celebration will mark the opening of the marketplace grounds and community gathering spaces. Some shops may not be ready to open by Nov. 10 and will begin operating as they are ready.  Residents are invited to bring their families, reconnect with friends and neighbors and support the businesses taking this next step in Lahaina’s recovery. 

For marketplace information and event updates, visit uluolele.com