A new company called Maui ATV is offering commissionable upcountry
tours for clients who like to venture off the beaten path.
With its fleet of automatic, four-wheel-drive, all-terrain
vehicles, Maui ATV takes visitors across the vast ranch lands and
through the rain forests of 10,000-foot Haleakala, the island’s
Owners Janet and Jeff Baldwin, who pay a 25% travel agent
commission, developed the company with friend and tour guide Mike
A seventh-generation Mauian, Jeff can trace his family tree back
to the first Christian missionaries in Lahaina. Haleakala Ranch has
been in his family for 120 years.
“Jeff’s father and grandfather were cowboys on the ranch,” Janet
said. “Every day after school, Jeff would have to work with his
father’s horses. But Jeff didn’t like horses as much as he liked
engines and motors.” After Janet and Jeff married in 1991, they
often hosted friends and family on the ranch to share its
“Jeff would tell them the history of the land, and his passion
for plants would come through as well,” Janet said. “When Haleakala
Ranch decided to diversify into eco-tourism, we combined Jeff’s
love of the ranch with his love of machines and created a tour
Maui ATV took its first guests on rides on Jan. 1.
“We weren’t ready for the kind of success we’ve had,” Janet
said. “We were sold out almost every day this summer.” Currently
the company has 24 vehicles, but the Baldwins have ordered six
additional ATVs so they can expand the number of tours they offer
The Baldwins are being careful not to grow the company too
quickly. “We have lots of ideas for the future, such as rides for
weddings and birthdays,” Janet said.
Maui ATV targets clients, young and old, who love adventure and
beauty. “I like it when families join us on the tour. We think we
offer something for everyone,” Janet said.
Janet described her company’s ATVs as flexible and easy to
maneuver on turns. First, drivers are issued helmets, goggles,
gloves and lightweight rain suits. Then, they’re taken out on a
practice course simulating some of the trail to be driven, until
they feel comfortable behind the wheel.
Maui ATV’s three-and-a half-hour tour runs from 8:30 a.m. to 12
p.m. and 12:30 p.m. to 4 p.m. The tour costs $130.
Two-hour tours, which depart at 9 a.m., 11:30 a.m. and 2 p.m.,
cost $90. During all Maui ATV tours, clients ride through rocky
terrain on wild pig ruts, through rain-filled gullies and up steep
climbs. Soon they reach the rain forests of Haleakala, an area rich
in such endangered plants as ohia and koa trees, and endemic birds
such as the apapane.
On the longer rides, guests get continental breakfast, and
picnic lunches among the towering trees of the rain forest. Lunch
includes a choice of salad or sandwich and fruit juice. Next, the
group goes on a short, guided hike, where they learn about the
forest and history of the ranch.
Clients on the two-hour tour receive chips, water and sodas,
along with plenty of photo opportunities and stories about the
Clients must be at least 16 years old to drive their own ATVs on
the tour, although kids ages 5 to 15 can ride in Jeep-style
vehicles along with other guests who choose not to drive
Recommended attire is closed-toe shoes, long pants and jackets.