Aloha Resilience: How Hope, Ohana, and the Unsung Heroes are Reviving Lahaina

This week, we're pausing our usual discussions on business, leadership, and technology to spotlight a story that deeply resonates with us. One of our team members hails from Hawaii, with family residing on Maui. We're honored to present an interview with Jeff Umetsu, who not only endured the devastating Maui fires but emerged as a beacon of hope and a local hero in their wake.

C&W: Let's begin by discussing your personal journey.

Jeff: Sure. I'm Jeff Umetsu from Haiku, Maui. I live completely off the grid. On the day of the fires, I was unaware of what was happening until about 4 PM. Normally, I wake up to a text message or a missed call from the mainland, but that day, there was nothing. The winds felt normal, as they usually are over here. For context, we're on the north shore where the winds are particularly strong. It seemed like a normal day. The sun was shining, and when I finally got my phone and went downtown, a flood of text messages greeted me. It felt surreal. A pregnant friend of mine was frantically trying to reach me. I learned later that she and her mom were evacuated at 4 AM from Kula, where the first fire had started. They managed to find shelter in South Maui, Kihei, checking into the Marriott. But as I approached Kahului town... I began to sense that something was amiss. I got unnerving texts from friends in Lahaina. I tuned into the news and discovered there were fires both in Kula and Lahaina. By 4 PM, these fires had been raging for hours. We congregated at a friend's place, watching the news and supporting one another. The magnitude of the situation slowly dawned on us. Our drive to help stemmed from the unknown uncertainty about our friends, the extent of the damage, and the actual impact on Lahaina. This compelled us to get involved in the relief efforts.

C&W: That's commendable. Can you elaborate on the initiatives your group has undertaken?

Jeff: Absolutely. In the wake of the fires, we ventured out with open hearts and minds. We connected with donation centers, local elders, and residents, trying to gauge the situation. Most of these centers were in people's yards, making them accessible for many. However, as time passed, we realized that those who couldn't venture out were being neglected. Many didn't have the means to access essentials. Our focus shifted to aiding these people, especially after a distressing encounter at a soup kitchen. We realized our mission was to cater to those in need. We were in the dark about the true scale of the tragedy; we had no inkling that nearly 1,000 people were missing. As we tried to make sense of the situation, it was only during our visit to a local soup kitchen in the evening that we began to grasp the gravity of it all. An Aunty there asked us to deliver leftover food to Lahaina, near the uptown high school. By then, a significant portion of Lahaina was devastated. As night fell, we approached the barricaded area. When we informed the officers of our mission to deliver hot meals, they were visibly emotional. They promptly opened the barricades and urged us to distribute food as swiftly as possible. Oddly, the residents of Lahaina had been instructed to stay put. When we arrived, we encountered an elderly couple – an Uncle and an Aunty. Handing them a warm meal brought tears to their eyes. They had just witnessed the heart of Lahaina Town reduced to ashes. Moreover, they were restricted from leaving their locale, making it impossible to fetch essential supplies or medications. Reflecting upon these experiences, we resolved to step in where larger organizations like FEMA and the Red Cross hadn't. From that point, we committed ourselves to a door-to-door service, understanding the unique needs of each household and ensuring they received the necessary supplies. It's been a fulfilling journey, and we're proud of our efforts.

C&W: Your efforts embody the spirit of Hawaii – the rich culture and sense of community. The island is fortunate to have individuals like you, especially during crises. On a personal level, how has this affected you emotionally? What changes have you observed in people's perspectives recently?

Jeff: It's been an emotional rollercoaster. The events have left an imprint, contrasting the heavy atmosphere on the West Side with the relatively untouched Central Maui and North Shore. While the devastation is palpable, so is the resilience and camaraderie of the locals. The spirit of unity has been heartening. As for the larger sentiment, there's a mix. Some advocate for shutting down the island while others oppose it. The lack of clarity from the government has exacerbated anxieties. But the community's self-reliance shines through, especially given the delayed official response post-fire. It's been the locals who've stepped up. That's our true strength.

C&W: The Banyan tree, though a bit charred, still stands tall. And the Lanakila Catholic Church too. I imagine they're symbols of hope?

Jeff: Absolutely. For the entire island and perhaps the state. It reminds me of the movie Avatar; that tree is our Tree of Life. It's astounding that while the fire consumed vehicles, the Banyan tree endured. Its surroundings might be devastated, but the tree persists. They're now making efforts to rejuvenate it, nourishing it with water and nutrients. We're hopeful that it'll soon sprout new foliage.

C&W: That's heartening. The Banyan tree is a significant landmark of Lahaina. There aren't many in the world that can rival its size.

Jeff: Indeed, it's the oldest in North America, spanning more than a century. The magnitude is impressive; it occupies an entire city block in Lahaina town, which is merely about a mile long. Furthermore, the church's untouched facade amidst the devastation, whether one's religious or not, prompts contemplation. It's awe-inspiring, to say the least.

C&W: It truly is a marvel. Regardless of the church's construction material, its resilience is commendable.

Jeff: It's surreal. While wildfires ravage landscapes across the country, leaving solitary structures intact isn't uncommon. But the swiftness with which this fire consumed the town, sparing this monument, is beyond belief, especially given the fire's intensity. It stands as a testament to hope and resilience. It's truly astounding. Your Californian background must have exposed you to wildfires, but this seems uniquely devastating. While wildfires are common in California, the impact here feels deeper, perhaps because of the close-knit community and economic implications.

C&W: As a state, Hawaiian's share emotions, feelings, and a sense of community, even though you're spread across different islands.

Jeff: Absolutely. For instance, Lahaina was Hawaii's first capital. So, there's a historic aspect to Lahaina Town. And when you bring up the fires in California, they affect thousands of acres. But unlike some of those fires, the one in Lahaina destroyed homes and took lives. In California, you often see more forest fires and open spaces. Granted, the fire in Paradise, California was horrifying. But in Lahaina, the fire spread from the hillside to the ocean, leaving people without an escape. That's why many jumped into the ocean. The day after the fire, the smell of burnt materials and the scent of death was overwhelming, especially for a beach town. In California, you've only been affected by the smoke and the reddened sun, but here, the devastation was absolute, impacting generations of local families and our history. I mean, this is generations of local families here. including King’s and Queen's. You know, history, and I mean all the buildings that we lost that were historic and all that stuff. So it's just really sad.

C&W: It was surreal. I remember the intense wind and the fear of potential chaos when I heard about the fire. Videos don't capture the magnitude of the fire, especially when fueled by hurricane winds.

Jeff: Definitely. Think about Front Street with its restaurants and houses, all with propane tanks and gas lines. If one thing exploded, it could've triggered a chain reaction. And there are still unanswered questions, like why was Front Street blocked? Why didn't they sound the alarms? Many didn't know about the fire until it was too late.

C&W: Lahaina doesn't have many exits. With the fire coming from the east, there weren’t many options.

Jeff: Exactly. And that's the chilling part – people were trapped.

C&W: The speed at which the fire moved was incredible, and it's heartbreaking to think of the people trapped.

Jeff: Some say Lahaina was engulfed in 13 minutes. Putting that in perspective, not many people can run a 13-minute mile and from the top of the hill where the fire started to the ocean front is over a mile.

C&W: Despite the devastation, it's important to remember the significance of Maui, especially Lahaina. Maui has not only been a tourism hub, attracting celebrities and visitors globally, but also holds sentimental value for many. The charm of the place, the people, and the sense of family are unparalleled.

Jeff: Absolutely, Lahaina stands out even within Hawaii. Maui's essence is special; it embodies the feminine energy, Pele's Island. The rich history and the palpable energy, the Mana, are undeniable. So many have shared that Lahaina transformed their lives, and it's why they chose to settle here. Its sudden loss is a tragedy, but in its wake, we've witnessed an extraordinary unity. People, regardless of their background, language, or origin, came together in this crisis. The collective effort, whether through laughter, tears, or silent support, showed the best of humanity. Such displays of communal strength and empathy are rare in today's world.

C&W: True, the world has seen a lot, like the pandemic, which led to isolation. But tragedies like this, instead of driving wedges, bring everyone closer, uniting communities and reinforcing the notion of family. The world has faced challenges, but events like this show the strength of community.

Jeff: Absolutely. It's heartwarming to see people come together, regardless of backgrounds, to help each other.

C&W: And as we look ahead, I wonder, what does the future hold for Maui and Lahaina?

Jeff: From what I've witnessed, the road to recovery in Lahaina is likely to be extensive and arduous. The devastation, both in terms of infrastructure and the emotional trauma of the community, is profound. The images we see in the media hardly do justice to the ground realities. They often sanitize the horrors, leaving out the challenging sights that linger in the streets and among the ruins. There's a palpable disconnect between what's presented and what's genuinely there. The folks on Maui and the one’s who have seen Lahaina in person believe that the media’s photographs have to be edited due to the fact that everywhere is X-rated (referencing human remains). Rumors and discussions suggest ambitious plans for Maui's future, notably transforming it into Hawaii's pioneering "Green Island." This hints at potential shifts towards sustainable practices and an eco-friendly infrastructure. But amid these potential changes, there's also a whirlpool of speculation. Conspiracies regarding governmental intentions and the interests of wealthy realtors are rife among local conversations. Nevertheless, one thing stands out starkly against this backdrop of uncertainty: the indomitable spirit of Maui's residents. Many are being approached with propositions to sell their ancestral lands, but the commitment to preserving Lahaina's essence is evident. It's not just about land; it's about legacy, culture, and a deep-rooted sense of belonging. The challenges ahead might be steep, and the battles with external pressures long-drawn, but I hold a steadfast belief in the resilience of our community. No matter the length or difficulty of this journey, there's a collective strength in Lahaina that I'm certain will see us through.

C&W: Despite the challenges that lie ahead and whatever twists the future might bring, the heart and soul of Lahaina remain unwavering. I've traveled a lot, but the genuine warmth and hospitality of Maui's locals are unparalleled. Whether you step into a quaint café or a local shop, the interactions transcend the ordinary. It's more than just a transaction; it feels as though you're being welcomed into their ohana, their family.

Jeff: Absolutely, let me share a brief story. I work for a high-end tour company in Hana. On Tuesday, a family we were touring had their stay in Lahaina disrupted by the fire. Without hesitation, my colleagues and I housed them until they were set to depart that Friday. They never managed to retrieve their belongings or rental car, so we lent them our company vehicles and ensured they had meals and companionship throughout their stay. When they returned to Michigan, their story of our hospitality reached the local news. They were overwhelmed, not just by our assistance but by our immediate trust and the assurance that they'd be cared for. To them, such generosity from strangers was unthinkable. But to us, it’s just the spirit of Maui, a testament to the deep-seated ethos of aloha. Genuine kindness shouldn't be exceptional; it should be the norm.

Experience the heartfelt testimony for yourself - watch the video below to hear directly from the Michigan family about their unforgettable journey in Lahaina.

C&W: That's beautiful. It's a testament to the uniqueness of Maui and its people.

Jeff: Definitely. Even in places like Honolulu... you know, that's more metropolitan than Maui. I mean, we still leave our keys in our cars. You know what I mean? It's still like that in some places, not everywhere. But it's that whole small town vibe, and everyone knows each other, and we take care of each other regardless.

C&W: Exactly. I have another question regarding what you've observed in the news. From websites, articles, and the like, do you feel the media has accurately portrayed the aftermath and the incident itself? Or do you believe they've omitted key details that the public should be aware of?

Jeff: It's challenging to determine. On one hand, I want to say yes, they've portrayed it accurately. But on the other, I'm not so sure. It really depends on your news sources and who you're in contact with. I know many people across the island involved in various capacities, from aiding with the fires to other forms of relief work. I've heard various theories — from conspiracies about Maui becoming the first smart city to claims about property market manipulations. With Governor Josh Green talking to the UN about Hawaii becoming a green state and other conspiracy theories, it's tough to discern fact from fiction. As for the Mayor's statements, I believe they've been fairly accurate. They seem calibrated to maintain calm among the public and withhold certain details. For instance, a friend involved in body recovery mentioned finding 80 bodies shortly after the incident, even when the official count was still in the twenties. While the news may be managing the narrative to control public emotions, I don't feel they're presenting the complete story in a timely or entirely truthful manner. However, it seems they have a strategy for rolling out information.

C&W: I see. In terms of assistance, what does Maui need right now?

Jeff: For those unable to make material donations, simply keeping us in their thoughts and prayers is appreciated. We genuinely feel that collective energy, and it's been a strange but positive force. As for tangible needs, my friends are trying to source specialized items like specific medications. FEMA is here addressing primary needs like food, clothing, and toiletries, so our focus has shifted to a door-to-door approach to understand individual requirements. For instance, acquiring diabetes medication on the island has become challenging. A clinic even reached out to me requesting alcohol, as they're dealing with many individuals in alcohol withdrawal, leading to seizures — a fact not widely reported. Additionally, my Aunty has an animal farm in Olowalu. We've been sourcing and transporting animal feed for her livestock, which includes over 200 pigs. The challenge lies in continuously finding these resources and transporting them using personal vehicles, which are undergoing significant wear and tear. But we're committed to helping as long as we can. The current pressing need seems to be these specialized items that are becoming increasingly scarce.

C&W: It's truly commendable. You and your friends are local heroes in Maui, tirelessly working to provide for the needs of its residents, ensuring their survival and comfort. On behalf of our family and the people of Hawaii, I thank you for everything that you and your friends have done and will continue to do.

Amidst the tragic aftermath in Lahaina, the tales shared by Jeff are a powerful reminder of the boundless spirit of humanity. The stories don't merely recount events; they unveil the depth of compassion, unity, and an unwavering commitment to 'ohana. As Lahaina embarks on the path of recovery and rebirth, the community's embodiment of aloha serves as a beacon of hope, illuminating the possibility of emerging stronger, even from the deepest of adversities.

Link for website to video https://www.wlns.com/news/howell-family-caught-in-hawaii-wildfire-helped-by-tour-company/