"More than a holiday experience, more than an adventure, diving with Deep Ecology is a genuine investment in the protection of Hawaii's marine environment."
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Endorsements

From Skin Diver Magazine November

Environmentalism and capitalism don't always go together. Yet when you talk to Ken Nichols (O'Keefe), President of Deep Ecology, there isn't a more appropriate term for him than "environmental capitalist."

Inspired by his love of the ocean, Nichols opened Deep Ecology in 1996 with a unique marketing idea: use the public's growing environmental consciousness as an element in promoting diving. The public has embraced this novel idea in a big way. "As more and more people see the importance of protecting the oceans, successful businesses include environmental programs in their marketing strategy," Nichols said. "People come to us because they know where we stand right from the beginning." Part of that stand includes a Direct Action Policy. "When we see a creature in trouble or something that needs to be corrected like fishing lines on the reef, we take action." He said. "We take every diver through an introduction at the start of the dive, and if we need to take action during a dive to save a turtle, dolphin or other animal, we do. It's that simple."

The direct action policy impressed Anne Mihos, a local who dives with Deep Ecology. "They're very passionate about what they do. I see their intensity and how much they care," Mihos said. "They are not like some dive stores just interested in making money-they have a real interest in protecting the ocean."

The direct action policy is a very tangible way for Deep Ecology to help protect the local waters, but Nichols is involved in a more subtle way. "We are making our money directly from the ocean, so we have an obligation to help protect it. But instead of going out and begging for money, we're using our business to raise money to make a difference."

Despite the potential for competition, Nichols openly invites other dive stores to copy his ideas. "We can all win if everyone takes a stand to protect our oceans and the places we love to dive," he said. I'd love to see every dive store implement a direct action policy."

From Captain Paul Watson, Founder - Sea Shepherd Conservation Society, Founding Member - Greenpeace

To US Coast Guard,
This letter is a recommendation of Kenneth Nichols (O'Keefe) for his obtaining a Coast Guard Captains license. Ken crewed as a volunteer with my organization for three months and in that time proved to be a reliable and worthy seaman. He was called on to complete numerous tasks often times in stressful situations and proved he was a stable and most valuable crewmember. I look forward to working with Ken on Future Sea Shepherd campaigns and I know that he will be an exemplary Captain.

Sincerely,
Captain Paul Watson

From State Senator Robert Bunda

Dear AQUA,
It is my understanding that Hawaii resident Ken Nichols (O'Keefe) has been nominated for Aqua Magazine's Pacific Ecotourism Award. I would like to endorse his nomination and recommend him as a recipient of this award. As the President of Deep Ecology since 1996, Ken not only has shared the beauty of Hawaii's top diving locations with countless tourists, but he has done so with an emphasis on the need to respect and protect our marine environment. He has demonstrated this personal commitment by a tireless crusade to increase the level of protection of ocean life at Pupukea Marine Life Conservation District on Hawaii's North Shore. Although the area is an established conservation district, fishing and netting are allowed. Ken has been a vocal advocated for a total ban on the taking of any marine life in the conservation area and was instrumental in bringing about the current grassroots review of the existing rules.

Ken has worked tirelessly to remove abandoned nets and tangled fishing lines from Hawaiian reefs that maim or kill marine creatures indiscriminately. In the last several weeks, Ken has been in the news for his rescue of an ever-increasing number of endangered green sea turtles, all of which have suffered injury as a result of discarded fishing line and hooks.

There is no doubt that Ken has had a direct impact on raising the level of awareness, of both tourists and residents alike, on the importance of protecting Hawaii's marine environment.

Sincerely,
Robert Bunda
State Senator
Wahiawa/North Shore

From Marlu Oliphant, President - Save The Sea Turtles International

George Balasz of the National Marine Fisheries and Deep Ecology volunteers released Atlantis, featured on the front page of the last issue of the North Shore News on Nov. 23rd back to Alligator Rock Beach. Atlantis was doing well with out his tumors and is expected to be strong enough to survive. Ken Nichols (O'Keefe) has helped NMF become aware that the turtles should be released where they are found. Previously they have been released on the other side of the island. Save the Sea Turtles Int. is very grateful for all the help Deep Ecology has given to the turtles. Their continued help in the rescue of the Federally protected Hawaiian Green Sea Turtles on the North Shore and all the public TV and News that they have generated has helped the public become aware of the plight of the turtles. On Thanksgiving Day, Ken and his group rescued three more turtles. One turtle brought to Save the Sea Turtles International during Thanksgiving dinner had a badly damaged flipper and was bleeding. We named him "Thanks" and will have further reports for you.

We have a lot of three legged turtles on the North Shore now. Most have been caught in abandoned fishing line and hooks near the rocky shoreline. Turtles can survive loosing one flipper. Fishing line has also been a project of Deep Ecology along with other ocean garbage such as abandoned nets and trash. There is a mountain of marine debris growing daily behind the dive shop and I invite the community to view the results of Deep Ecology’s hard work in cleaning our North Shore Ocean. This a great place to take children for an educational tour. Thanks Ken.

Marlu West
Save the Sea Turtles Int.
August 15, 1999

New Divemasters and a new wreck to explore!

Thursday, 3rd December 2009
 Aloha! As the big waves pound the North Shore, we have been enjoying phenominal dives off the South, South East and West shores.  Three Commerson Frogfish, two Spotted Eagle Rays, a huge Green Sea Turtle, and a Sting Ray were seen on the Sea Tiger recently. The Y0-257 & San Pedro... [More]

Congrats to Tessa and Galen! The Deep Ecology Family's Newest Instructors

Sunday, 4th October 2009
   We are very proud to announce that two of our diving family are newly minted PADI Instructors! Tessa Kinney and Galen Housely completed the PADI Instructor Exam on September 27th.
    Tessa has worked at Deep Ecology for over two years now, as Assistant Manager and... [More]

Turtle Rescue

Saturday, 19th September 2009
Our summer has been very eventful and rewarding with conservation events. Amongst the many beach and underwater clean-ups we have conducted this season, we have also been a part of two influential Green Sea Turtle rescues. The first took place outside of the Three Tables area where one of our... [More]