OluKai x The Ritz-Carlton Oahu Turtle Bay: Meet The Legends

The opportunity

OluKai spends a lot of time on Oahu's North Shore, where the only hotel is The Ritz-Carlton Oahu Turtle Bay which can reach over $1,000 a night. Going into the Eddie Aikau Big Wave Invitational, where we would have 40+ rooms booked for several days, I was tasked with getting a better hotel rate. So I listened to their core problems and one stood out: the local community no longer felt welcome at the property because it was so premium. The fix was easy: tap the OluKai ambassador network to host a monthly event series that draws in guests and locals alike. The series gave us an opportunity to screen new content, do book signings, educate the community, share ideas, and give people a place to meet their heroes, so we named the series Meet the Legends.

Results

• Saved OluKai $60,000 per year in hotel costs
• Conceptualized the monthly event concept, kicked it off with 100 spectators, and grew 2.5x in 3 months to 250 sustained attendees
• 250K views, 400 comments, and 200 shares across social recaps of the events
• Raised $10,000 for local charities
• Gave OluKai and its ambassadors a regular venue to screen content
• Strengthened a key retail account and grew its sales revenue 11%