The Change
Lahaina Cannery will host a public viewing of the "Big Game" on February 8, 2026. The event is scheduled to feature a full day of football-related activities culminating in the game's kickoff at 1:30 PM HST, which will be broadcast on a 220-inch screen. While this is a promotional event by the venue, it directly influences nearby businesses by creating a concentrated influx of potential customers.
Who's Affected
Small Business Operators
- Restaurants and Bars: Expect a significant surge in demand for food and beverages. This includes appetizers, main courses, and alcoholic/non-alcoholic drinks. Operators should anticipate higher customer volume and longer service times.
- Retail Shops (especially those selling fan merchandise or convenience items): Opportunity to sell team-specific apparel, snacks, drinks, or other game-day essentials. Foot traffic is expected to increase significantly within and around the Lahaina Cannery complex.
- Service Businesses (e.g., convenience stores): Similar to retail, an uptick in demand for quick purchases of snacks, drinks, and convenience items is highly likely.
Tourism Operators
- Hotels and Vacation Rentals: While not directly hosting, hotels can leverage the event to attract visitors looking for local activities. Consider offering packages that include transportation to and from Lahaina Cannery or local dining vouchers. Vacation rental owners in the vicinity might see increased short-term bookings if visitors want to be closer to the event.
- Tour Companies: Can potentially create special "game day" tours or incorporate the event into existing West Maui itineraries, offering a unique local experience for tourists.
Second-Order Effects
Increased foot traffic in the Lahaina Cannery area for the Super Bowl viewing could temporarily strain local resources. This could lead to short-term increases in demand for services like taxis or ride-shares, potentially driving up fares for a few hours. Furthermore, a localized surge in consumer spending on food and beverages may put a short-term, albeit minor, pressure on the availability of certain perishable goods from local distributors. This is magnified by the logistical constraints of inter-island transport, meaning suppliers have limited ability to rapidly restock if demand unexpectedly surges beyond initial projections.
What to Do
Small Business Operators (Restaurants, Retail, Services)
- Inventory Management: Review current stock levels for high-demand items (beer, wings, snacks, team merchandise) and place orders with suppliers immediately. Aim to have 25-50% more stock than a typical Sunday, depending on your business's proximity to Lahaina Cannery.
- Staffing: Adjust staffing schedules to ensure adequate coverage during peak game hours (expect higher traffic from late morning through post-game).
- Marketing (Local Focus): If possible, run quick, social media promotions targeting locals and visitors in the immediate West Maui area, highlighting game-day specials or extended hours.
- Cross-Promotion: Consider partnering with Lahaina Cannery or other nearby businesses for joint promotions.
Action Details:
Small business operators, particularly restaurants and bars in the Lahaina area, should review their current inventory and confirm supply orders for game-day essentials by no later than February 5, 2026. This will ensure sufficient stock to meet anticipated demand from the Super Bowl viewing event and prevent lost sales.
Tourism Operators (Hotels, Vacation Rentals, Tours)
- Promotional Tie-ins: For hotels, consider offering a "Game Day Special" package. For tour operators, consider a limited-time "Lahaina Super Bowl Experience" add-on to existing tours.
- Information Dissemination: Ensure concierge services and front desks are aware of the event and can direct guests who may be interested.
- Collaboration: Liaise with Lahaina Cannery or nearby businesses for potential package deals.
Action Details:
Tourism operators should assess the potential for promoting the Super Bowl viewing event to their guests by February 5, 2026. This could involve creating simple packages, updating hotel information channels, or informing guests of the event as a local point of interest to enhance their stay.
