Announcements

Los Angeles Rams and Hollman Lockers Team Up to Refurbish Locker Rooms at Lahainaluna High School in Lahaina, HI

Los Angeles Rams and Hollman Lockers Team Up to Refurbish Locker Rooms at Lahainaluna High School in Lahaina, HI

The Rams, in partnership with the Hawai‘i Tourism Authority (HTA), will bring their minicamp to Maui for ‘Mauicamp’ from June 16 - June 19. During Mauicamp, the Rams will host a community event on June 17 to unveil new locker room designs for Lahainaluna High School – a school that became a pillar of hope following the devastating 2023 wildfires.

DALLAS, TX (June 17, 2025) — The Los Angeles Rams today in collaboration with Hollman Lockers and design firm Forty Nine Degrees announced an initiative to support the Maui community by building new locker rooms for Lahainaluna High School in Lahaina, Maui.

During the wildfire that devastated Maui in 2023, over 450 student-athletes and coaches' homes were destroyed and many lost loved ones - yet the football team rallied together, serving as a beacon of hope and resilience for the community.

In recognition of that resilience, the NFL previously honored Lahainaluna’s players and coaches as honorary coin toss captains at Super Bowl LVIII, with quarterback Marcus Mariota narrating a tribute to their strength and unity. The team’s journey was later chronicled in a documentary by NFL Films.

Building on that spirit of resilience, the Los Angeles Rams have partnered with Hollman Lockers and Forty Nine Degrees to design professional-grade lockers and fully renovate the boys’ and girls’ locker rooms at Lahainaluna High School.

“As part of our partnership to launch Mauicamp with the Hawai'i Tourism Authority, we’re thrilled to support Lahainaluna High School and its student-athletes who have been such an inspiration to their community,” said Molly Higgins, Rams Executive Vice President of Community Impact and Engagement. “This has been a passion project of our Rams’ partnership and creative teams who have worked alongside our partners in conjunction with coaches, student-athletes, and the broader Lahaina community to bring this vision to life.”

The redesign will feature custom-built lockers, integrated seating and storage, inspirational graphics, and dedication areas that honor Lahaina’s identity and strength. The design concept for the new locker rooms draws on Lahainaluna’s deep-rooted traditions, featuring phrases like ‘We are one,’ similar to a Rams motto ‘We Then Me’, ‘I Mua Lahainaluna’, and ‘Remember who we are and who we represent.’

“We’re honored to bring the same state-of-the-art lockers that we build for collegiate and professional sports teams to Lahainaluna High School,” said Travis Hollman, CEO of Hollman Lockers. “After everything they’ve been through, these student athletes deserve the best, and we’re proud to donate the lockers to this worthy community.”

The Rams will host a community celebration on June 17 at approximately 11:15AM following team activities at Mauicamp to unveil the locker room designs and celebrate the collaboration. The locker rooms are expected to be completed at the end of July 2025 in anticipation of the new school year.

“Our players have faced unimaginable challenges, and this support from the Rams, Hollman Lockers, and Forty Nine degrees will have a meaningful impact on the school and the entire island of Maui,” said Dean Rickard, Co-Head Coach of Lahainaluna High School Football. “The lockers mean more than just a place to gear up – they represent a fresh start and a symbol of the community’s resilience. We are grateful for the support and excited about the journey ahead.”

"Mahalo to the LA Rams, Hollman Lockers, and Forty Nine Degrees for making this possible,” said Caroline Anderson, Interim President & CEO for the Hawai‘i Tourism Authority. “We are excited that Lahainaluna High School's student-athletes will receive new locker rooms. This highlights the positive impact collaboration can have, with not only revitalizing the school’s facilities but also serving as an inspiration for the students to strive for success.”

Learn more about the Rams Mauicamp powered by Hawai‘i Tourism Authority by visiting:  therams.com/fans/maui-camp.

 About the Los Angeles Rams
The Los Angeles Rams – Los Angeles' original professional sports team and Super Bowl LVI Champions – stand as one of the oldest franchises in the National Football League and since its founding in 1937, have garnered four World Championships and sent 30 of its members to the Pro Football Hall of Fame. As a professional sports team, the organization is committed to be a valuable civic partner and serving the greater Los Angeles area 365 days a year. The Rams play their home games at SoFi Stadium, which is located at Hollywood Park, a 298-acre sports and entertainment destination owned, being developed and operated by Los Angeles Rams Owner/Chairman E. Stanley Kroenke in Inglewood, CA. 

About Hollman Lockers
Hollman, Inc. is the industry leader in locker design and solutions. The company has manufactured more than ten million lockers for high-profile organizations, including the NFL, NBA, MLB, NHL, major American golf courses, corporate centers, country clubs, fitness studios and gyms, college campuses, museums, and hospitals. Hollman lockers are built to inspire teamwork, collaboration, innovation, and trust among those who use them.

About the Hawai‘i Tourism Authority
The Hawaiʻi Tourism Authority is the state agency responsible for representing The Hawaiian Islands around the world, and for holistically managing tourism in a sustainable manner consistent with community desires, economic goals, cultural values, preservation of natural resources, and visitor industry needs. HTA works with the community and industry to Mālama Hawaiʻi – care for our beloved home. For more information about HTA, visit hawaiitourismauthority.org or follow @HawaiiHTA on Facebook, Instagram, Threads and X

 

Media Contact

STATEWIDE PARTNERSHIP LAUNCHES $6 MILLION MAUI MARKETING CAMPAIGN TO ACCELERATE ISLAND’S TOURISM RECOVERY

STATEWIDE PARTNERSHIP LAUNCHES $6 MILLION MAUI MARKETING CAMPAIGN TO ACCELERATE ISLAND’S TOURISM RECOVERY

Comprehensive initiative aims to drive travel demand, support local jobs, and restore visitor confidence

HONOLULU – A coordinated statewide effort to support Maui’s tourism recovery is now underway, with the launch of a $6 million Maui Emergency Marketing Campaign funded by the Hawaiʻi Tourism Authority (HTA). Spearheaded by the Hawai‘i Visitors and Convention Bureau (HVCB), this vital campaign was made possible through the leadership of Governor Josh Green, Department of Business, Economic Development and Tourism Director James Kunane Tokioka, and HTA Interim President and CEO Caroline Anderson.

With Maui’s visitor arrivals still 21% below pre-pandemic levels, the initiative addresses critical recovery needs that impact the entire state's visitor industry ecosystem. By focusing efforts where they are needed most, the campaign will stimulate travel demand as early as this summer and through the end of 2025—supporting local businesses, preserving jobs, and restoring visitor confidence in the state’s most important economic driver.

The initiative represents an alignment of public and private sector partners, including national travel wholesalers, airlines, Hawai‘i hotels, and media partners.

“It is indeed a privilege to lead this effort alongside our government partners, the visitor industry, and community voices,” said Dr. Aaron J. Salā, president and CEO at HVCB. “With urgency and clear intention, we are working to deliver meaningful results for Maui's families and local businesses. This campaign is an important initial step in addressing an immediate need. Our larger journey continues—shaping the way we welcome people into relationship with Hawai'i in ways that honor both community and place.”

Under HTA’s direction, the campaign features:

· National Wholesaler Program: An aggressive initiative selling Hawai'i vacation packages that prioritize Maui through partnerships with ALG/Apple Vacations, Classic Vacations, Costco Travel, Delta Vacations, Expedia, and Pleasant Holidays.

· Targeted Media Campaigns: Strategic destination marketing initiatives showcasing Maui's distinct offerings through media, social campaigns, and public relations efforts.

In parallel, HVCB is also amplifying its Hawai'i Special Offers Program with conversion-focused paid and owned media, and supporting the Maui Nui Kākou Multi-Market initiative—a cross-brand collaboration with hotels, airlines, and Nexstar Media, including a high-profile “Maui Week” campaign airing nationally across 15 key markets. The Hawai‘i Special Offers Program, which includes vetted hotel, activity, and ground transportation offers, gains additional momentum

through HTA’s partnership with the Los Angeles Rams, extending reach into Hawai‘i’s priority visitor market.

“We are grateful to Governor Green for releasing funds that made the Maui Emergency Marketing Campaign possible,” said Caroline Anderson, interim president and CEO of the Hawai‘i Tourism Authority. “This campaign, together with HTA’s partnership with the L.A. Rams, represents a unified effort across government leadership, tourism partners, and national brands to support Maui’s recovery. It is a vital step toward restoring confidence in travel to Maui, revitalizing local businesses, and preserving jobs for Maui’s communities.”

Businesses statewide are encouraged to participate in the campaign through wholesaler collaborations or by contributing offers to the Hawai‘i Special Offers Program. For more information, please contact [email protected].

ABOUT HTA

About the Hawai‘i Tourism Authority The Hawaiʻi Tourism Authority is the state agency responsible for representing The Hawaiian Islands around the world, and for holistically managing tourism in a sustainable manner consistent with community desires, economic goals, cultural values, preservation of natural resources, and visitor industry needs. HTA works with the community and industry to Mālama Hawaiʻi – care for our beloved home. For more information about HTA, visit hawaiitourismauthority.org or follow @HawaiiHTA on Facebook, Instagram, Threads and X.

ABOUT HVCB

The Hawaiʻi Visitors and Convention Bureau (HVCB) is a private, non-profit membership organization founded in 1945. Contracted by the Hawaiʻi Tourism Authority (HTA) for marketing services in the continental U.S., HVCB works in partnership with its members to promote Hawaiʻi as a premier visitor destination. HVCB serves the people of Hawaiʻi by showcasing the state's unique culture, natural beauty, and aloha spirit to the world, aiming to foster a regenerative tourism model that ensures the social, environmental, and economic balance for our island home. For visitor information, visit gohawaii.com. For more about HVCB, visit hvcb.org or follow updates on Instagram, Facebook, and LinkedIn.

Media Contacts:

LOS ANGELES RAMS AND HAWAI‘I TOURISM AUTHORITY TEAM UP TO PROMOTE HAWAI‘I WITH MAUICAMP

May 7, 2025 – The Los Angeles Rams and the Hawai‘i Tourism Authority (HTA) are kicking off a partnership to promote tourism to Maui and Hawai‘i, it was announced today by Hawai‘i Governor Josh Green, M.D. and Los Angeles Rams President Kevin Demoff at a press conference at the Los Angeles Rams practice facility in Woodland Hills, California.

Here is access to the full press conference, b-roll and photos from the announcement. (Credit: Los Angeles Rams)

As part of the partnership, Mauicamp Powered by the Hawai‘i Tourism Authority will take place from Monday, June 16 to Thursday, June 19 when the Rams bring their Minicamp to Maui. On Tuesday, June 17 and Wednesday, June 18, the Rams will host on-field team activities that will feature players in workout gear at War Memorial Stadium in Wailuku.

“We are thrilled to return to Hawai‘i and for the first time in the NFL bring Minicamp to Maui,” said Los Angeles Rams President Kevin Demoff. “Los Angeles and Hawai‘i share a special relationship and we are grateful to HTA for teaming with us for this historic partnership. Not only will this trip be a great opportunity for our players, coaches and their families to spend time together in a special setting, but also for our organization to celebrate and pour into youth football programs and players who call Maui home.”

The Tuesday on-field football session will be invite-only through HTA. The session on Wednesday, June 18 will be open and free to the public, however tickets are limited and every attendee must have a valid ticket for entry. Maui County residents will have access to an exclusive presale beginning on Friday, May 9 at 10:00 a.m. HST/1:00 p.m. PT and may register their interest to attend the Wednesday session HERE and be notified once the presale has begun.

All other fans may register their interest to attend the Wednesday session HERE and be notified if any tickets become available to the general public. Should any tickets remain, they will be available to the general public beginning on Thursday, May 22 at 7:00 a.m. HST/10:00 a.m. PT.

“This new partnership we are kicking off honors long-standing fandom for the LA Rams by many Hawai‘i residents and is sure to build even more fan loyalty in the islands,” said Hawai‘i Governor Josh Green, M.D. “We are super-excited to welcome, along with the Hawai‘i Tourism Authority, the Rams Minicamp to Maui. Back in 2019, the Rams played in front of the largest crowd in Aloha Stadium history and engaged with our local communities, and we remain connected to this day. Rams players will feel the warm aloha and hospitality of our islands once again, and in turn, the team will uplift members of the community that have endured so much since the 2023 Maui wildfires.”

In addition to on-field activities, the Rams will host a variety of events to uplift the community of Maui and create opportunities for select fans and partners to travel to Hawai‘i as part of this special trip.

On Tuesday, Rams players and staff will host a girls flag football and boys football clinic for 400 local student-athletes at War Memorial Stadium following the team activities. Rams players and staff also will join Habitat for Humanity to assist in the rebuilding of four homes in Lahaina.

On Wednesday, the Rams will host a PLAY 60 Field Day for local children ages 5-12 who participate in the County of Maui’s Play and Learn Sessions (PALS) Summer program on the field at War Memorial Stadium.

HTA will work with the Rams to activate year-round across Los Angeles, including HTA serving as the presenting sponsor of a Rams 2025 home game at SoFi Stadium. HTA also will be the presenting sponsor of the Rams’ offseason content on therams.com and social channels, including in-depth coverage of the team’s visit to Maui.

The Rams and HTA are launching a sweepstakes to send one winner from the United States to Maui as part of the team’s trip and fans may register to enter the sweepstakes here. The Rams and HTA also will launch a separate sweepstakes to send one winner from Japan to Maui with that sweepstakes expected to launch in the coming days.

The Los Angeles Rams were the first NFL team awarded marketing rights to Japan in 2024 as part of the NFL’s Global Markets Program. Additionally, Hawai‘i and Japan have a long history, and every year, Hawai‘i welcomes many travelers from Japan who seek the natural beauty and cultural richness of the islands.

The Rams also announced that the Fairmont Kea Lani will be the Official Hotel Partner of Mauicamp and will house the team during their time in Maui. Fairmont Kea Lani, Hawai‘i’s only all-suite and villa luxury resort, spans 22 oceanfront acres along the golden sands of Wailea’s Polo Beach. Rooted in cultural connection and genuine aloha, the resort is proud to serve as the official hotel partner of the Los Angeles Rams on Maui.

Fans looking for more information about Mauicamp Powered by HTA may visit therams.com/fans/maui-camp, which includes a special link for Rams fans to receive 25% off all rooms at the Wailea Beach Resort - Marriott, Maui.

This partnership with HTA builds on the Rams recent efforts to more deeply connect with fans in Hawai‘i, including broadcasting preseason games across the islands since 2018 and hosting a preseason game at Aloha Stadium in Honolulu in August 2019. The game culminated a variety of community focused efforts in Hawai‘i, including Rams cheerleaders and mascot Rampage hosting PLAY 60 events for local youth, the team hosting a skills competition and 11-on-11 tournament with 16 high school football teams from the state, a co-ed youth football clinic, and Rams Legends visiting military bases.

Following the devastating Maui wildfires in August 2023, the Rams leaned in and dedicated a preseason game to help people affected by the fires. Money raised through both the sale and auction of custom-made “Mālama Maui” shirts as well as the in-game 50/50 Raffle supported American Red Cross relief efforts for those in need. The Rams raised approximately $150,000 from sales of the shirts and the 50/50 Raffle set a preseason record raising $162,100 with $81,050 also going to relief efforts. Rams players, coaches and personnel wore the shirt to raise awareness and show their solidarity for Maui. The Rams also auctioned off two packages at their 2023 Kickoff for Charity luncheon that generated $35,200 to be donated to Maui United Way to further aid those affected.

In addition, all twelve Los Angeles professional sports organizations teamed up to donate $450,000 to American Red Cross Hawaii fire relief and recovery efforts. The Rams commitment was inclusive of the funds raised through the 50/50 Raffle and the sales and auctions of the “Mālama Maui” shirts.

Additional Quotes:

Maui County Mayor Richard Bissen

“We’re excited to welcome the Los Angeles Rams to Maui for their first-ever Minicamp. This is more than just a touchdown for our island—it’s a celebration of the special connection between Los Angeles and Hawai‘i. Mahalo to the Hawai‘i Tourism Authority for helping make this partnership possible. The Rams’ support for youth football and our community—especially those still healing from the 2023 wildfires—is a true act of kōkua. We welcome the team with warm aloha and heartfelt gratitude.”

Hawai‘i State Senator and Chair of the Senate Committee on Economic Development and Tourism Lynn DeCoite

“On behalf of the Hawai‘i State Senate and Maui County delegation, we mahalo the Los Angeles Rams for their partnership, especially for their support in Maui’s recovery after the wildfires that devastated our community. We look forward to welcoming them with ‘Rams aloha’ next month.”

Hawai‘i State Representative and Chair of the House Committee on Tourism Adrian Tam

“The Los Angeles market is the top source market for visitors to Hawai‘i. This partnership with the Rams not only aims to strengthen economic ties and further position Hawai‘i as a premier destination but bring significant benefits to the local community.”

Hawai‘i Tourism Authority Board Chair Todd Apo

“The Hawai‘i Tourism Authority is committed to making tourism work for Hawai‘i by both welcoming visitors to an exceptional Hawai‘i experience and supporting community advancement for our residents. We are excited to partner with the Los Angeles Rams, as this collaboration aligns with both of these goals. The partnership will bring the team to Maui and feature season-long activities that encourage the Rams’ dedicated fans to visit our islands. For our local communities, the team’s Mauicamp will offer a unique opportunity to inspire our youth and provide residents with access to a memorable NFL experience that is rarely available in our state.”

Michael Pye, Regional Vice President, Fairmont Hawai‘i & General Manager, Fairmont Kea Lani

“We are proud to welcome the Los Angeles Rams to Fairmont Kea Lani as their official home on Maui. This partnership marks the beginning of something truly special, and it is a privilege to share the culture, beauty, and spirit of our island with the team. We are thrilled to be part of this incredible journey and to serve as the Rams’ home on Maui during this inaugural Minicamp visit and beyond.”