The Four Seasons at Hualalai resort on the Big Island of Hawaii is one of the most successful resorts to open in recent years. We have completed over 10 assignments regarding market and financial potential for Hualalai. In the early 1990s we were instrumental in persuading Kajima to shift from a high-density/high-rise resort concept to the ultra-upscale, lower-density resort concept selected. Our follow-up studies for Hualalai indicate that buyers responded favorably to Hualalai because the resort’s image and amenities were carefully crafted to match buyers’ desires, which were identified and thoroughly documented by the Economics practice at AECOM through a series of market analyses, focus groups, and personal interviews.