The Wonders of Kualoa
One of the largest working cattle ranches on Oahu doubles as a fantastic natural movie set as well as an activities destination that offers adventure on land and on the water. In fact, Kualoa Ranch, which has been in John Morgan’s family for 160 years, may be the coolest place on Oahu
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restaurant. The ranch is thus both producer and consumer.
That leaves recreation-tourism as the, well, cash cow. It is the dominant business of the ranch today, accounting for more than 90 percent of its sales and income.
It’s an interesting development, considering the evolution of this historic site and the family’s commitment to stewardship and sustainability of the land. Can they keep the pristine setting while catering to growing numbers of visitors and increased demands for its ecotourism and edutourism experiences?
It’s a delicate balancing act that would be a rough ride if Morgan didn’t seem to have such a firm hold of the reins.
“We are very grateful for where we are today,” he says. “When you start something, you’re never sure how it’s going to turn out. Where we are today is a fun place to be. We’re doing the right thing for the community, the (165) employees, the company and, therefore, the right thing for our stockholders.
“At the same time,” he adds, “we are excited because there is opportunity to grow in all areas ,including education and agriculture.
“From the business point of view, we’re still trying to perfect what we do. Our goal is to present Kualoa Ranch as a fun, informative, authentic place.”
More than 12,000 students a year participate in Kualoa’s educational programs, guided diligently by Morgan’s wife Carri. There are plans to build a recreational camp for youth education, thereby expanding the “living classroom” concept.
There also are plans for an upscale product for clients wanting a more personalized experience at Kualoa, as well as construction of a group facility patterned after New Zealand’s “marae” or community cultural center.
Kualoa’s market percentage of East- and Westbound visitors is 50-50, according to Morgan. That has changed from its predominantly Japanese niche at one time.
As for the kamaaina market, Morgan acknowledges its critical role in positive word of mouth and endorsement for the ranch experience.
But like many in the industry, he is bemused by the kamaaina idiosyncrasy of shunning places where tourists go. As locals take more vacations closer to home, he is hoping there will be a re-awakening of Kualoa’s unique offerings.
“This is Hawaii, what it should be,” Morgan says.
Industry observers agree, saying Kualoa Ranch is a model of ecotourism and education tourism, or edutourism. Where tourism strategic plans have called for developing these two niche segments, Kualoa Ranch embraced the concept early on and has all the natural attributes to deliver the goods.
Where man-made attractions such as Disneyland create a fantasy world out of bricks, mortar and technical wizardry, Kualoa merely formed pathways to native experiences.
As one observer put it, “What the Morgans have done with the legacy lands is creative, inventive, and a lot harder work than selling it off a parcel at a time. It is far more authentic than any fantasyland. The space has been divided to appeal to a variety of audiences. Best of all, you can make your own adventure here.”
Want to experience Kualoa Ranch? A 160th Kama’aina Anniversary package of $30 per person, a 30 percent savings, is available now to the end of year. Choose one water- and one land-based tours offered 8 a.m. to 3 p.m. daily. Call 808-237-7321 or visit kualoa.com.
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