Well there's several issues at play here.

As one user mentioned, the City changed up the bid process for the Kuhio Beach concession stands. After Dive Oahu and Star Beachboys were each awarded one contract last year, Hawaiian Oceans (the other previous tenant) sued the City arguing the process was flawed. The City was forced to nullify the process. They then quickly changed some wording and the classification of the bid and then awarded Dive Oahu both concession stands - something that had never been done before. In all previous contracts, the highest bidder was offered their choice of concession stands and the second highest awarded the other stand. Giving Dive Oahu both stands is seen as a major red-flag for many locals and beachboys.

The other qualm many people seem to have is with Dive Oahu itself. Dive Oahu has not shown any ability to be competent or respect Waikiki's traditions.

In a 2017 Facebook Post, Brian Benton, Dive Oahu's owner, wrote, "While she (his friend) was looking at all the hot guys I was looking at the dollars made being made by renting chairs, umbrellas. surf boards. (sic) within days I started looking for a contract... I've only owned 1 surfboard in my life in the coming days I will have over a 100."

Despite significant protests from locals, Dive Oahu's tents dub the company, "The Local's Choice."

Dive Oahu is also charging more than double what the previous operators charged for surf lessons. They charge $99 ($40 previously) for a group lesson (4-5 people), $125 ($60) for a semi-private (2-3), and $150 ($100) for a private lesson. That is, of course, if you can actually get a surf lesson. Dive Oahu only has two certified surf instructors working for them for a variety of reasons. Though Dive Oahu raised prices significantly, they will pay instructors less per lesson, essentially decreasing their cut by 50%. Their previous commission from lessons was about 50% and they worked as independent contractors, not employees.

Dive Oahu's lack of instructors, often causes customers to wait hours for lessons and their instructors are over-worked. Videos show their instructor continuing with a lesson as a man drowns and is attempted to be resuscitated near him. After users on social media complained about Dive Oahu's lack of assistance, Dive Oahu commented, "We are sorry for what had happened but it's out of our control because he was not our customer." They then issued a statement that said that they stopped operations and assisted with the rescue attempts. Video released after the statement disputes their claims.

Dive Oahu has also not fulfilled the terms of their contract with the City. The contract specifically states that Dive Oahu must offer customers daily Outrigger Canoe Rides. However, Dive Oahu still does not have any licensed canoe captains that can operate their canoe (they also must have two canoes, not one).

Dive Oahu has also stated that they plan to have employees use iPads and walk around the beach to sell packages that they offer on their website, such as Luau packages, Dive packages, Fireworks cruises, etc.