When Caroline Granelli founded Waikiki Beach Services in 1955, she was ahead of her time, setting a precedent for women in business. She started a beach service that taught surfing lessons, offered canoe rides, and rented surfboards to tourists. Today, her legacy is carried forward by Traci Bush, the current leader, CEO, and owner, who took over from her father in 2008.
A Legacy Passed Down
Traci’s journey to leadership was unexpected. Although she grew up surrounded by the ocean and the business, she initially did not foresee herself taking over. “I went away for school, traveled a bit, and worked in the corporate world with Starbucks,” she recalls. Despite her intentions, something kept calling her back to Waikiki Beach. “Growing up, I had so many memories of being out on the canoe or on a surfboard with my dad,” she says.
Around 2008, Traci noticed her dad wasn’t utilizing online tools and offered to help with marketing. This small step turned into a deeper involvement with the business. Her father, a stickler for tradition and hard work, made her start from the bottom, carrying surfboards and doing the grunt work. “It was tough, but it was a good thing. Now, I know all aspects of the business,” Traci says.
From Corporate to Family Business
Transitioning from a structured corporate environment to a family-run business was challenging for Traci. “In corporate, you have a lot of structure and large budgets. In a family business, you wear all the hats and are accountable for every cent,” she explains. Despite the challenges, working with her father had its rewards, including the flexibility to raise her daughter and involve her in the family business.
Earning Respect and Overcoming Bias
Working in a male-dominated field brought its own set of challenges. “Eighty to ninety percent of my staff is typically male, and many have been around for 15 to 30 years. It was hard for them to accept me as their boss,” she admits. Despite working hard and earning her stripes, Traci faced biases and had to prove her capabilities continuously. “It’s always going to be hard to show people that you deserve to be here, especially in a family-owned business,” she notes.
The Impact of COVID-19 and Succession
The COVID-19 pandemic expedited Traci’s transition to leadership. During this time, it became evident that her father was developing dementia. “We had to transition the business quickly before he couldn’t write his name or understand what was happening,” Traci says. Taking over during such a tumultuous period was a sink-or-swim endeavor, but Traci rose to the challenge.
Seeking Support and Building a Network
For advice and support, Traci turned to organizations like the YWCA and WBEC-West. These networks provided invaluable resources and connections with other women in business. “There’s a wealth of information and support out there. It adds to my confidence knowing there’s a huge community I can tap into,” Traci shares.
Leading with Empathy
Traci’s leadership style has evolved to be more empathetic and open. “I tend to lead with more vulnerability and openness. I make sure to treat my staff as people first and bring them into the conversation,” she says. This approach has fostered a supportive and collaborative work environment, transforming the company’s culture.
Honoring History and Spreading Aloha
Waikiki Beach Services prides itself on its heart and history. “We put our people first, and they love being here. They’re proud to wear their shirts to work,” Traci says. The company also honors its rich history, continuing the legacy of the Waikiki Beachboys and the art of Hawaiian surfing and canoe surfing.
Looking Ahead
As Traci continues to lead Waikiki Beach Services, she remains focused on maintaining the company’s legacy and adapting to modern challenges. For those interested in learning more or joining the team, visit waikikibeachservices.com or follow them on Instagram @wbshawaii. As Traci aptly puts it, “We sell fun. How could you not be happy working in the water and the ocean and surfing all day?”
In the end, Traci Bush’s story is one of resilience, adaptability, and a deep connection to her roots. Her journey from corporate America to leading a family business on Waikiki Beach is a testament to the power of heritage, hard work, and the spirit of aloha. To listen to her full journey, visit this link: https://businessradiox.com/podcast/women-in-motion/beach-services/
About Women’s Business Enterprise Council-West (WBEC-West)
WBEC-West is a regional partner of the Women’s Business Enterprise National Council (WBENC), a coalition of corporations, WBEs, and regionally focused women’s business organizations. As an affiliate organization, WBEC-West implements the certification standards of WBENC throughout Arizona, Colorado, Southern California, Utah, Wyoming, Nevada, Hawaii, and Guam. WBENC is the largest certifier of women’s business enterprises in the U.S. and a leading advocate for women business owners, leaders, and entrepreneurs. WBENC certification is nationally recognized and accepted by more than 10,000 major corporations. We also support corporations in their efforts to include WBENC Certified WBEs in their supply chain.
