Following the devastating Maui wildfires in August 2023, visitors to Hawaii gave generously. Relief efforts spread quickly across social media, websites (including ours), donation drives, and hotel front desks—many pointing to groups like Lahaina Strong and Our Hawaii as trusted places to help. Nearly two years later, however, a growing ethics complaint and mounting questions are casting doubt on where those Maui fire relief funds actually went.
At Beat of Hawaii, we’ve reported extensively on the reopening of West Maui, the expanding short-term rental bans, and the broader effects of the fires. This latest development takes the recovery narrative in a different direction—one that directly impacts Hawaii visitors. Many believed their donations were helping displaced families on Maui. Now they’re wondering if the money may have gone somewhere else entirely.
What Lahaina Strong really is.
Lahaina Strong became one of the most visible names in wildfire recovery. Its shirts, signs, and hashtags were everywhere. Most assumed it was a nonprofit or volunteer-run charity. But according to state records, Lahaina Strong is a registered trade name of a for-profit company called Ka Hooilina O Laiku LLC.
That company does not have an active general excise tax license. On checking, we find it is not registered with the Attorney General of Hawaii for charitable solicitation and does not hold tax-exempt status with the IRS. Despite reportedly handling substantial contributions and merchandise sales, no financial disclosures have been made available to the public.
What remains unclear is whether those who donated ever knew they were supporting a private company and not a licensed nonprofit organization.
The merchandise sales and untracked donations.
An ethics complaint, filed anonymously from an unknown source, is now under review and alleges, among other things, that Lahaina Strong conducted for-profit sales at a community paddle-out event held shortly after the fire. T-shirts and other items were sold using a Venmo account, with no visible tracking or explanation of how proceeds were used. Some who attended said the appearance of unregulated commerce undermined the emotional tone of the event.
One reader, David, told us, “We were told this was a solemn occasion, and then someone handed me a t-shirt price list. It didn’t sit right.”
To date, as far as we can find, Lahaina Strong has not released any itemized breakdown of donation intake, expenses, or distributions to fire survivors. Whether any taxes were paid on sales remains unknown.
Deleted Instagram comments and ties to lobbying.
The complaint also includes screenshots of a now-deleted Instagram comment from Lahaina Strong organizer Paele Kiakona. In the post, Kiakona acknowledged being paid to lobby using funds from an affiliated organization called Our Hawaii. He stated that the money came from unnamed corporations and philanthropic sources and was intended explicitly for lobbying efforts.
The public may have believed they were donating to wildfire recovery. If those same funds were used to pay political advocates, then donors may have unknowingly funded a different kind of operation altogether.
Maui councilmembers and overlapping agendas.
Several Maui County councilmembers have shown public support for Lahaina Strong and its affiliated efforts. Councilmember Tamara Paltin displays a Lahaina Strong sign in her office. Councilmember Keani Rawlins-Fernandez has worn Lahaina Strong apparel at official events and helped introduce recent legislation targeting vacation rentals—one of the policy goals of Our Hawaii.
Rawlins-Fernandez also serves on the board of HAPA (Hawai‘i Alliance for Progressive Action), which lists Our Hawaii as a coalition partner. HAPA has campaigned for the regulation of vacation rentals across the islands, positioning itself as a community advocacy organization. These overlapping roles between public officials, advocacy organizations, and donation-linked groups are among the issues raised in the ethics complaint now under review.
This development also intersects with themes from our earlier coverage of Maui’s tourism crisis and its legislative response. The public was told this was about wildfire recovery. The deeper connections suggest a more coordinated political effort, backed in part by visitor-funded donations.
One public commenter named Eric, asked, “Why doesn’t Lahaina Strong complain about the taxes STR owners already paid to help housing? My HOA and insurance costs are $1,700 a month before property taxes. These homes will never be affordable as long-term rentals, no matter how many bans get passed.”
Visitors want answers.
One reader, Susan, told us, “I gave money to Lahaina Strong last year because it was the first name I saw after the fire. Now I’m wondering if I helped or got played.”
Her concern isn’t unique. Many donors now question whether their contributions supported recovery or something else entirely.
Another reader, David, shared, “The other issue I see is the amount of division that Lahaina Strong and others have caused by directing their frustration in part toward visitors instead of holding elected officials accountable for the laws they have passed and their ineptitude that allowed this to happen.”
The frustration is understandable. Donors were motivated by a sense of urgency and compassion. In return, they expected transparency and impact. When that trust is broken—or even called into question—it risks long-term damage not just for one group, but for future giving across Hawaii.
A transparency problem with no clear resolution.
So far, Lahaina Strong, Our Hawaii, and HAPA have not provided any financial reporting tied to wildfire relief. The company behind Lahaina Strong remains out of compliance with state records. The County of Maui Board of Ethics has not announced a timeline for its investigation or released any findings.
Civil Beat recently reported that many of Hawaii’s county ethics boards lack staffing and enforcement resources. Volunteer panels may struggle to handle complex, politically sensitive complaints, especially when they involve elected officials and interlocking advocacy groups.
In the meantime, legislation affecting tourism and vacation rentals continues to move forward in Maui. Whether the original intent of Lahaina donations was ever clearly stated or respected remains unanswered.
What Hawaii visitors should know going forward.
This unfolding story highlights the importance of donor vigilance. We, like many, rushed to donate with the desire to help. For visitors who want to support Hawaii in times of need, here are a few key steps to take before giving that we’ll follow in the future:
- Check the organization’s status with the IRS using the nonprofit search tool at https://apps.irs.gov/app/eos/.
- Confirm that the group is in good standing with the State of Hawaii using https://hbe.ehawaii.gov/documents/search.html.
- Avoid groups with no public financial disclosures or unverifiable donation claims.
- Watch for signs of political activity or lobbying, and ensure that it’s properly disclosed.
If you’re contributing to fire recovery, housing support, or other causes in the islands, transparency is the first requirement, not the afterthought. We’ll continue to monitor this story and report updates as they emerge. If you donated to Lahaina Strong, Our Hawaii, or related groups, we’d like to hear your experience.
The Ethics Complaint below was obtained from Hawaii Free Press.
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Lahaina strong is not being accountable. I went by the persons house who in charge of the millions of donation dollars to the wildfire charity Lahaina strong . Where is the money?!!! I saw a boat, duelly struck and trailer that I know is over $3million why did Lahaina strong buy a boat with donation money, why? Also the boat is MIA nobody has seen it for months. The big question is, where are the millions of donation $$$?????
Billions have been donated to a variety of Maui groups, the government with little to show for it and no accounting as to what has been spent and on what. It’s the same story every time, so don’t be surprised at the graft.
Hundreds of millions…
And not a dime to any wild fire survivor….
Shameful
Mahalo BOH. Please continue to be a voice on this subject and encourage others to speak up until we get justice for Maui. See articles by Hawaii Free Press dated May 15 on Missing Meth Money and who we are appointing without skills and shrouded in corruption and criminal activity. Our hopes are with the help of our beloved visitors and the Maui people who are waking up to the truth that we can shout out until the Federal Government investigates and prosecutes. Without consequences they will continue. Please every reader help spread the word to bring this to light!
For weeks after the fire, it seems every grocery store in Hilo was asking me to round up my purchase price to send money to Maui. The whole thing felt a little shady to me, and I refused every time, though I sort of felt it was the store that was trying to sneak a few extra pennies out of me, rather than the “charity.”
Aloha,
Thanks for another great article. This group is even more corrupt than I thought.
How can we access the full text of the anonymous complaint?
Mahalo!
You all are forgetting Luana Mahi, the economic development director for Mayor Bissen, she directed millions of dollars of federal grant money to her Ohana business’. I think she is still on paid leave until the “dust” settles and she will be back to shovel more money to her ohana and of course retire on the County dime, sick.
Scammers. Lahaina Strong is a crooked organization that made it look like they were collecting money for fire victims. They are a political organization trying to eliminate short term rentals. Scammers.
We donated a significant amount of money to Maui after the fire. We wisely donated it personally to specific people who we knew that had lost their homes. We donated to restaurant owners. We donated to the Humane Society. We were so put off by the Maui Strong group and their demonstrations and obvious dislike of we visitors. We were made to feel uncomfortable on Kaanapali Beach and their playing loud music late at night was rude. So much for their aloha! They should be made accountable for every penny they took in. Those who donated to them or bought their goods should demand to know where the $$$ went. Proof!! They should go to jail along with the crooked government of Maui.
Sorry but people are confusing Lahaina Strong with Maui Strong. They are separate entities. Lahaina Strong is the corrupt entity that is being discussed.
Right after the fire, “Lahaina Strong” represented to me a desire to send aloha to a beloved community to pull together in a time of horrific loss. I did not associate it with any particular group at all. I don’t have answers but it saddens me to see such divisiveness on this blog and in our world. Auwe!
I have been to Maui several times and love the people, activities, beaches, sunsets, snorkeling, fishing, restaurants, farmers markets, golf, traditions, and Lahania and the fun vibe that Lahania was. There was such a positive vibe about the old Lahania. The shopping, restaurants, bars, music people enjoying all the local arts and crafts. It was really paradise
Now I wonder will that every come back. I feel for all the residents of Lahania who have lost so much. Lives, businesses, family, friends, neighbors, and I prayed for all of the future of Lahania. Lahania was a magical place, timeless. The harbor were you would see young kids swimming jumping into the ocean and all the charter companies from fishing to whale watching to sunset cruises
So much was lost and will it return
I am saddened by all of this. I have returned 3 times since the fire to show my support, but I only hope that Lahania comes back to the place of peace, paradise, and for all to enjoy.
You all got played. That money is long gone.
no not long gone, they’re still paying themselves.. and lobbying the Mayor and council.. the article that says all Maui County employees receive ethics training.. is a j o k e..
Mahalo for this article . I know for a fact that
There has been well over $3.5B spent on Lahaina. Yet what is there to show for?! The funds have come from Federal, State, County and by kindness out of the heart donations. Divide this kind of money into the 2,200 properties devastated by the fire. We should be rebuilt beautifully by now! Where’s the money!
More to say with proof to back it up!
That’s $1.6 million each. That should cover it even in Hawaii.
Thanks for writing about this corruption. As a Maui resident I’ve watched this group’s poor behavior since the Lahaina fire. At first they seemed legitimate. Then they set up camps on Kaanapali beach complaining about the housing situation and went to stay in the 4 star hotels that FEMA provided for a long time. Now they are one of the main proponents of rescinding the permitted 7000 short term rentals on the Minatoya list in order to create “affordable” housing from million dollar tourist area condos with high carrying costs. I would welcome an investigation into this group. And the Maui County officials associated with them.
I wonder how much money the Hotel Lobbyists contributed to Lahaina Strong to encourage their anit-STR campaign? Terrible actions by Lahaina Strong in the midst of this tragedy. They were not helping the survivors – they were helping themselves.
So, wondering why that Lahaina Strong guy was appointed by our Mayor to the Board of Water? Something isn’t adding up.
Very questionable appointment. Appoint someone who has no Water industry experience/knowledge/training/education on this matter(?)
How will this help the Maui water issues? It is not helping to solve the issues of bad decisions made over decades. Sad for Maui
Why has the property tax multiplying factor (rate) for short term vacation rentals increased this year but the hotel’s multiplying factor remained unchanged? Hotel rate is lower than short-term vacation rentals and always has been. Please look into this. We trust your input. Thank you.
Excellent question. The short term rental tax rate is obviously punitive on purpose.
Get Elons DOGE team there. They will find it. Guaranteed, in the Gov/Mayor and other politicians pockets.
Hawaii is corrupt to the core.
You got that right! Look up Milton Choy and the Maui County Bribery Scandal.
Trust me more examples to come!truth will always prevail!
I actually left the nonprofit organization that I worked for after the fires due to how the fire money was being handled. Specifically – which donations are for the org to put in the bank and which are to be spent on fire response. The amount that the org raised in 6 weeks totaled more than 15+ years of donations combined. All Maui nonprofits who received donations should be audited by the Attorney General and publicly disclose how much of the money raised was specifically used for fire-response (or if too much money to spend at the time, how much of it is being used to support the community impacted as a whole by the lagging economy). While I support the Maui nonprofit community and would like to believe that everyone has good intentions, I would feel better about seeing it on paper.
Skip the Ethics Board
It appears that Maui Strong was a taxable organization.
It should be noted that political contributions are not deductible business expenses.Expenses are only deductible for ordinary and necessary business expenses.
The organization is also required to file 1099’s and if the individuals are deemed to be employees payroll taxes are due.The gross receipts taxes are peanuts compared to income,payroll taxes and penalties.
I would expect any Hawaii tax or Federal tax employee seeing this article would refer the organization to the audit sections for review.
We are discussing Lahaina Strong not Maui Strong.
Why couldn’t they extend unemployment benefits or assistance like with Covid. Then there would be records of the people being assisted. What jobs we have do not pay enough for the increased cost of living. Many have had to leave the island. More thinking about how they can afford to leave because they can’t afford to stay. Many selling their homes or contemplating bailing. Too much uncertainty and corruption. It is getting worse rather than better. Where did the money go? Not where it should have. I pray for prosecution!
Money could be used to support political candidates
Suprise, suprise, suprise !
The sad part about the situation is tourists and people world wide donated in Good Faith. The trust factor in the helping out or supporting the islands is now IMO lost. Sorry my attention to fire victims has grown towards West LA where so many more homes were destroyed and people there still don’t have homes. Hawaii seems to think like they are the only place that has disasters. Trust Hawaii again I think not. Sorry to hear how so many Hawaiians feel tourists should pay for everything just because of the tourist’s presence. Who’s helping Who? Sounds like the Aloha Spirit has now become a legal smash and grab.
People should always check before donating to see if it’s a legitimate on-profit as there are so many fraudulent forms of charity firms showing up immediately after a disaster. This is Big Business!
Don’t judge all for the few. The sad part is the people that needed help were not helped. The fire destroyed our tourist based economy. Tourism is all that Maui really had. The mainland has other places to move to, to work at, to still recover as sad as that disaster was. Maui people do not have the resources to even leave their home island to start over somewhere else. We as a whole do not have the resources to start a new job or business. We do not have the resources to continue living here or to pack up and go where? There is much more opportunities and housing on the mainland than on our small island. You can not compare what has happened to us to other disasters. This is why so many opened their hearts to us. We don’t know what to do or where to go.