Tourism & Hospitality

Lahaina Businesses Can Expect Increased Foot Traffic January 29th with Hawaiian Music Series Return

·5 min read·👀 Watch

Executive Summary

The Hawaiian Music Series has relocated to Waiola Church in Lahaina, offering a new draw for local businesses and tourism operators starting January 29th. While the event itself is free, businesses should plan for potential shifts in customer flow and consider direct marketing opportunities.

  • Tourism Operators: Opportunity to package event attendance with accommodations or tours.
  • Small Business Operators (Lahaina): Potential for increased evening foot traffic in the vicinity of Waiola Church.
  • Action: Monitor local event calendars and social media for direct engagement opportunities.
👀

Watch & Prepare

Medium Priority⏰ January 29

The first concert is on January 29th, requiring tourism operators and local businesses to adjust marketing or operational plans if they wish to capitalize on the event.

Monitor attendance and community reception of the Hawaiian Music Series events. If consistent high attendance leads to a verifiable increase in foot traffic for local businesses near Waiola Church over two consecutive months, consider adjusting operating hours or implementing event-specific promotions.

Who's Affected
Tourism OperatorsSmall Business Operators
Ripple Effects
  • →Increased event attendance → greater local patronage → boosted sales tax revenue for Lahaina.
  • →Higher foot traffic for events → increased demand for local services (dining, retail) → potential for temporary employment opportunities.
Stunning aerial shot of Lahaina, Hawaii coastline during sunset, showcasing vibrant townscape and ocean views.
Photo by Griffin Wooldridge

Lahaina Businesses Can Expect Increased Foot Traffic January 29th with Hawaiian Music Series Return

The Hawaiian Music Series is returning to Lahaina in 2026, shifting its venue to the lawn of Waiola Church at 535 Waineʻe Street. The series aims to bolster local community events and tourism appeal following recent challenges.

The first free, family-friendly concert is scheduled for Thursday, January 29, 2026, from 6:00 PM to 7:30 PM. Maui musician Joshua Kahula is slated to perform. Free on-site parking will be available.

Who's Affected

  • Tourism Operators: Hotels, vacation rental managers, and tour operators in West Maui can leverage this recurring event to enhance guest experiences. Packages incorporating the concert or pre/post-concert dining could attract visitors looking for local cultural engagement. The consistent schedule may also assist in visitor flow planning, particularly on Thursday evenings.

  • Small Business Operators (Lahaina): Restaurants, retail shops, and service providers located near Waiola Church can anticipate an increase in local and visitor foot traffic on concert nights. Businesses should assess their operating hours and staffing to accommodate potential demand. The availability of free parking could further encourage attendance and subsequent patronage of nearby establishments.

Second-Order Effects

  • Event Growth → Local Business Patronage → Sales Tax Revenue: A successful, consistently attended music series can drive increased sales for local Lahaina businesses. This increased economic activity contributes to higher sales tax revenue for the county, potentially funding further community initiatives or infrastructure improvements.

  • Increased Foot Traffic → Demand for Local Services → Employment Opportunities: The influx of attendees to the Waiola Church area for the music series may create a short-term surge in demand for local services, such as dining and retail. This can lead to increased demand for part-time or temporary employment within these sectors.

What to Do

This event offers a low-cost opportunity for businesses to consider for customer engagement and potential revenue generation. The primary action for affected roles is to maintain awareness and be prepared to adapt operational plans or marketing strategies.

Tourism Operators should consider:

  • Integrating information about the Hawaiian Music Series into their guest welcome packets or on-site information boards.
  • Exploring partnerships with the event organizers for cross-promotional opportunities.
  • Monitoring visitor feedback on the event to gauge its impact on satisfaction and return visits.

Small Business Operators in Lahaina should consider:

  • Reviewing staffing levels and operating hours for Thursday evenings, especially around the concert times.
  • Developing special offers or menu items tied to the music series to attract concert-goers.
  • Coordinating with neighboring businesses for potential joint marketing efforts.

Monitor: The attendance figures and general community reception of the January 29th concert and subsequent events in the series.

Trigger for Action: Consistent, high attendance at the music series events that demonstrably increases foot traffic in the Waiola Church vicinity for two or more consecutive months. If this occurs, businesses should consider more substantial operational adjustments, such as extended hours or dedicated event promotions.

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