As Sinalei Reef Resort and Spa marked 30 years this month, co-founder Tuatagaloa Joe Annandale said the anniversary was not simply about longevity, but about ensuring the legacy continues into the next generation.

Thirty years after opening its doors on Samoa’s south coast, Sinalei Reef Resort and Spa marked a milestone shaped by family, loss, resilience and community.

The resort officially turned 30 on February 17, but the anniversary was celebrated on Saturday with a beachside gathering themed “Sinalei Beach Bash 3.0 – The Ultimate Day Party” at the resort's Tuna’s Landing Beach Bar.

Guests began arriving shortly after noon, filling the beachfront with friends, family, staff, and long-time supporters who have been part of the property’s journey since its earliest days. For co-founder and owner Tuatagaloa, the anniversary had prompted reflection.

“Where do I start? Thirty years is a long time,” he said. “It didn’t strike me as a long time until we started preparing for this.” 

Tuatagaloa and his late wife, Tui, began planning the resort several years before it opened. At the time, they had been developing gardens at Tanumapua, working land his family had leased for decades.

“All that we knew at the time was that we had a flair for developing gardens,” he said. “Up until that point, we were working for other people. So yes, we made the very bold decision to go out on our own.” That decision came with hardship. Cyclones in 1990 and 1991 devastated their property.

“It really brought us to our knees because it took the roof off our house,” he said. “All that was left were the gardens that we had developed.” From that setback grew the idea of a small resort set within botanical grounds. Sinalei opened with 10 rooms. Today, it has 28, spread across 33 acres of freehold and leased land, including a nine-hole golf course.

“But the rest is history,” he said simply. Tuatagaloa, who lost his wife in the 2009 tsunami, a tragedy that reshaped his life and the property they built together.

The spa at the resort, Spa Tui-i-lagi, is named in her memory. The resort itself carries his late mother’s name, who passed away in November 1995 - a year before they opened the resort.

“It’s my mother’s name, Sina”, he said. He said that lei was added, as in "lalelei," because my mother was a very beautiful person. In all ways, many, many ways. From the inside out. So Sinalei was appropriate.”

Today, while he remains closely connected to the property, management responsibilities are shared among family members and local staff. Of approximately 70 employees, all but one are local. Over the years, Sinalei has hosted high-profile guests, including King Charles III.

“We’ve had a lot of very important people stay here, which says much about who we are as a property,” Tuatagaloa said. “We’ve had royalty stay here, but we try to treat our guests like royalty, too.” He acknowledged that perfection is not always possible.

“I know we let them down from time to time. But at least we give it our best shot.”

The anniversary celebrations reflected that sense of collective support. Earlier in the week, a formal dinner was held for invited dignitaries and industry partners, including the Prime Minister, the Minister of Tourism, and the South Coast hotels.

Saturday’s Beach Bash, however, was designed differently.  “This is the real deal today,” Tuatagaloa said. “Friends, family, people who have helped us in many, many different ways. So it’s not just me. It’s a whole group of people.”

Music carried across the sand as guests mingled between the bar and the beachfront. Staff who have worked at the resort for years stood alongside newer employees, serving drinks and greeting longtime supporters. A live band took the stage, followed by Tuatagaloa, who picked up his ukulele and joined in, playing for the crowd he helped bring together.

Three decades after opening its doors, the celebration reflected the legacy of a family resort built to serve its people.

“We have a legacy that we need to keep alive,” he said. “I’m very confident that the generations behind me will ensure that this legacy continues. I’m confident in them, in their ability. I think what we’ve established here has inspired them.”