Waikīkī Beach Services Turns 70: A Week of Surf, Community, and Aloha
By Hero Jones
This May, Waikīkī Beach Services proudly celebrated 70 years of riding waves, telling stories, and sharing the spirit of aloha along the shores of Waikīkī. Since our founding in 1955, we’ve grown into a cherished part of Hawai‘i’s beach culture — perpetuating the legacy of the Waikīkī Beachboy, sharing our passion and knowledge of traditional Hawaiian surfing and canoe surfing, and continuing our role as stewards of this beloved shoreline.
To mark this milestone, we hosted a full week of events — not just to celebrate ourselves, but to honor the people, places, and practices that have made Waikīkī Beach Services what it is today. From surprise surf contests to community service and scholarship awards, the week was a beautiful reflection of our values: aloha, gratitude, and kuleana.
Here’s a look back at all the magic that unfolded during our 70th Anniversary Week in May:
DAY 1: “OUTTA THE BLUE” SURF COMPETITION
We kicked off the week with a surprise surf contest right in the heart of Waikīkī. We selected two unsuspecting guests during a morning surf lesson to compete in a friendly “Outta the Blue” surf-off. With our beachgirls cheering from the sand, the guests rode wave after wave while our team judged their style, spirit, and stoke. At the end of their lesson, we awarded them a trophy and surprised them with some Waikīkī Beachboy goodies. It was spontaneous, joy-filled, and a perfect nod to the playful surf culture we’ve celebrated for 70 years.
DAY 2: MĀLAMA I KE KAI (CARE FOR THE OCEAN)
On Day 2, our team came together to give back to the place that gives us so much — the beach. In partnership with sunscreen brand Project Reef and a fantastic group of volunteers, we hosted a community beach clean-up centered around teamwork, gratitude, and mālama ʻāina. Although it is a twice-daily task for our beachboys and beachgirls, it was a chance for all of us — beachboys, staff, and guests—to roll up our sleeves together and care for the shoreline that has been our home for the past 70 years. There’s something special about doing it together, and every piece of trash removed was a small act of love for the ocean we cherish.
DAY 3: MAHALO BOX – SPREADING GRATITUDE
Midweek, we focused on giving back to the people and our partners who keep Waikīkī vibrant daily. With the help of our team and community partners, we curated and delivered Mahalo Boxes — gift packages filled with local goodies and handwritten thank-you notes. These were handed out, offering a small token of appreciation with a hefty dose of aloha.
DAY 4: ALOHA I KE KAI – FREE CANOE SURF RIDES
One of the week’s most memorable moments was Thursday’s Free Canoe Surf Day, where anyone — locals, hotel guests, families, and first-timers — could jump aboard an outrigger canoe and experience the joy of riding a wave. We watched generations paddle together, laugh together, and cheer one another on. It was a beautiful expression of our mission: to connect people with the ocean and each other.
DAY 5: HONORING OUR FUTURE – SCHOLARSHIP AWARDS
We ended the week by looking forward. On Friday, we proudly announced the Waikīkī Beach Services Scholarship Program recipients, recognizing young leaders who embody the spirit of aloha and service in their communities. This year’s scholarships were awarded in four categories:
- Marine Stewardship Scholarship
- Community Activism Scholarship
- Native Hawaiian Cultural Scholarship
- Hawai‘i Tradesman Scholarship
These students represent the next generation of stewards, storytellers, and changemakers — and we can’t wait to see what they do next.
If you’re interested in learning more about our scholarship program and seeing this year’s winners, visit waikikibeachservices.com/waikiki-beach-scholarship-program-award-recipients.
SURPRISING OUR STAFF – THE HEARTBEAT OF WBS
Throughout the week, we celebrated the people who truly make Waikīkī Beach Services what it is: our beachboys and staff. Quietly and consistently, they bring their knowledge, charm, and aloha to the beach every single day, and this anniversary was our chance to mahalo them in return.
We started with morning coffee deliveries from Honolulu Coffee, followed by surprise sweet treats from Zippy’s, and special award recognitions complete with leis. Every team member received a custom commemorative original WBS logo jacket, and we brought everyone together for a beautiful hosted brunch in the Royal Hawaiian Ballroom. One of the sweetest highlights? A limited-edition Guri Guri flavor from Asato Family Shop — Diamond Head Grape Soda & Condensed Milk Swirl — served in custom WBS-stamped cups. These moments weren’t just about the gifts but about honoring the legacy, dedication, and heart of the people who’ve carried this work for the past 70 years.
If you’re interested in purchasing one of our limited-edition commemorative hoodies, visit waikikibeachboystore.com
STILL RIDING HIGH – BEST SURF SCHOOL IN HAWAI‘I
To top it all off, we were honored to be voted Best Surf Lesson in Hawai‘i by Hawai‘i Magazine, for the fifth year in a row. This recognition belongs to everyone who has paddled out with us, learned from us, or supported us from shore.
A FINAL MAHALO
This anniversary wasn’t just a celebration of time passed — it was a recommitment to everything we stand for: love for the ocean, care for our community, and pride in our culture. Whether you joined us for a canoe ride or simply smiled at our beachboys this week, we see you, and we thank you.
Here’s to 70 more years of surf, service, and aloha.
