New App Provides North Shore With Info Based on Safety Not Tourism

It’s possible that the North Shore has changed more in the last ten years than it did in the 40 years previous. It might not be that much of a stretch to say that the Hawaii of Gerry Lopez and Andy Irons were more similar than say, Irons and Eli Hanneman. Even when Carissa won Rookie of the Year, there were plenty of cheap bungalows you could rent from a North Shore family. You could scrape together the change in your care for plate lunch. While’s she’s till on top of her game, you’re dealing with homes being bought up by private equity and it’s harder to even park among all those 720 horsepower trucks. As for the surf, you know precise swell directions two weeks in advance …And so does everyone else.

“As a 38-year resident, it’s hard not to reminisce about the simpler days here,” says veteran surf photog John Bilderback.

“Swells used to be a gift; unexpected and mystical. Now every swell is predicted, tracked, and prognosticated upon a week in advance. The internet has removed mystery and surprise, replacing them with anxiety and unfulfilled expectations. Each spot is packed in advance. Surf cams replaced the early morning networking, and to a degree the brotherhood.”

But it’s more than just the crowd at Lanis on a north swell.

“Boasting about secret spots and everyone having a camera in their pocket means that little is left to explore. The modern pro is rarely without his or her ‘filmer,’ as if surfing is no longer a solo endeavor but ‘producing content.’ And to be on top, you have to produce it every day, like your morning poop. It has to be done, and no one wants to think about the downstream effects. Being a pro surfer today means pooping as often and as big as possible,” says Bilderback with a hint of humor.

This was always a dangerous surf zone but the factors that have changed every other aspect of life have not made the water that much safer. To address this, Bilderback created a web-based app at thenorthshorehawaii.com. You can use it offline, but it requires no download (you won’t find it on the app store.) There is no fee, subscription, or tracking info.

Bilderback was a Surfer staffer from 1988 to 2008. He recently launched this web-based app to help keep visitors safer. Change has not come simply from technology, but the monetizing of attention.

Of course, surf photographers and journalists told the world about Hawaii for decades. It fit pretty well with driving tourism, which supported the local economy. 18 years ago, Vans did an economic study on how good the Triple Crown was for the somewhat sleepy North Shore economy. And it was definitely beneficial, even if it led to more recent changes. Bilderback was shooting for a publication that could, at the very least, apply some degree of discretion in light of roads less traveled. No such filter exists in the social media age.

Along with the other changes that mostly have to do with affordability for locals and budget surfers, Bilderback also noted a string of drownings on the North Shore. There was nothing funny about that.

“In the winter of 2024-2025, I think we had six in just about a month. We would read posts begging for information on missing loved ones, harrowing stories of lifeguards desperately trying to prevent people from dying in an ocean entirely unlike what those visitors are used to at home, and memorials for people who visited paradise … maybe on their dream trip, but wouldn’t be making the trip home with their loved ones,” he remembers.

He saw how visitors just didn’t have real safety advice available. And who wants to tell a family from the mainland that will inject thousands of dollars into the local economy that they shouldn’t go in the water?

“Apparently, the agencies promoting tourism were conflicted about plainly stating that our beaches are not just beautiful, but dangerous, even deadly at times. They had no incentive to really inform and prepare people for a winter visit to the North Shore,” offered Bilderback.

Traditionally, Hawaiian surfers and lifeguards are the same community. Bilderback was noticing that it wasn’t just the North Shore lifeguards’ job to save people but to educate them as well.

“As someone who has not only witnessed the heroism of the North Shore lifeguards, but had them come drag my ass out of trouble, I have no qualms saying these guys deserve much more recognition - and help - than they were getting.  I decided that enough was enough. I had seen too many people die from a lack of information, and that maybe was something I could help with,” he explained.

He decided to meet visitors where they were getting their information – which is almost exclusively online. He created a website that wasn’t about promoting tourism. There were plenty of those. He wanted to promote safety.

“Really it was tourist survival. I could point to the dangers that exist, without being conflicted about scaring off tourists and their dollars. I can say, ‘Our waves come up fast. They can appear small and then a giant unexpected set can roar up the beach.’ I have no concern with saying, ‘That rocks and lava outcrops might make a great place to stand for your Instagram selfie, but it also may also be the most dangerous place you will ever be.’ I could warn them when the surf was expected to rise, and what to watch out for,” he continued.

And in addition, it gives actual useful information for both locals and tourists. The site features live surf conditions but also alerts and warnings. Notably, there is a locally focused traffic map that can save you from the infamous Kam Highway snarls that makes life miserable for locals.

“It allows the user to sign up for push notifications. And should you be in an emergency, or witness one, there is an SOS button which contacts emergency services and transmits your precise location,” he added.

And yes, there are business listings, but the site can survive with or without their advertising. There are eco challenges, sun exposure information, weather and cultural education.

It was something Bilderback could do himself, without having to run it by government or commerce groups. It required little financial investment and could maybe save lives.

“Or at least I can increase awareness a little so maybe the lifeguards didn’t have to do it all. There’s plenty to know about the Seven-Mile Miracle that didn’t appear in the brochures or on Tiktok,” he added.