Maui resort to develop
spa, fitness amenities

Kapalua Resort on Maui is going holistic.

The Maui Land & Pineapple Co. subsidiary that owns the property announced yesterday it has formed a joint venture with an Arizona health-and-wellness spa to develop four new attractions within the 23,000-acre Valley Isle resort.

Kapalua Land Co. said the major elements will include a destination resort spa that will comprise a wellness center, fitness facility and yoga/meditation parks; a mountain adventure center that will offer hiking, biking and equestrian activities; a full-service spa and fitness center; and a wellness and personal development center for employees.

David Cole, chairman and chief executive of MLP, said the company will own 80 percent of the joint venture. Its spa partner -- Miraval, Life in Balance -- will own the remaining 20 percent. Ground-breaking for Miraval Kapalua is scheduled for early 2006.

"It's critical for us that in order to achieve our ambition to reposition Kapalua back to its former glory at the top of the Hawaii luxury resort market that we have to become the employer of choice," Cole said.

The company picked Miraval because the two share core values and because Miraval also was widely praised by tourists. Miraval was ranked this year as the top destination spa in the world by Travel + Leisure Magazine, the No. 1 destination spa in North America by Conde Nast Traveler and the top destination spa in the United States by Zagat Survey.

"I think this helps kick Maui further into that really important market position as the center of holistic health," Cole said. "A lot of customers out there today are really discriminating, particularly high-income customers who are looking for something beyond postcard Hawaii."

Cole could not say how many more employees might be needed, but he said that "at the super premium end of markets you're looking at a very high ratio of employees to guests."