WAIKIKI (HawaiiNewsNow) - At Hans Hedemann's Surf School, while some customers canceled their surf lessons, others rescheduled.
"It could be an average of $100. If ten people cancel then that's a thousand dollars," Hedemann said.
To minimize losses, the school moved surf classes away from areas affected by the brown water warning. Big Wave Dave sits a block from the beach and business is slower than usual.
"That potentially takes away weekly rentals for us which is like $100 a week. That's a hundred bucks right there. And a family of three or four -- you do the math," owner Dave Carvalho said.
The company warns customers about the sewage and leaves it up to them to decide.
Despite the warning signs some people still go into the surf or want to.
"Keep your mouth shut. Rinse off when you're done," Seattle native Kyler Cain said.
"We are leaving Friday. And I wish to take her here into the water," said Imogen Remmert whose daughter Elisabeth wanted a Waikiki surf session.
University of Hawaii Travel Industry Management professor Evan Jordan believes other businesses and other areas of the island might benefit from the shut down at Waikiki Beach.
"We have a lot of things to do on the island, not just going to the beach although that is the most popular," he said.
Expedia agent Malia Hopf has been selling options.
"I've had several people that have come looking for other things to do, people looking for other beaches to go to," she said.
The brown water alert closed shoreline vendors. But companies that make money off Waikiki beach know its only temporary.
"This would be one of those days where it's stay out of the water for safety reasons," Hedemann said.