"Maui Fever" was executive produced by Steve Michaels, Jonathan Koch, Morgan J. Freeman, Liz Gateley and Tony DiSanto. They intended the show to be an homage to the sand-drenched beach films of the 1960s. From the initial concept, the show's creator (Freeman) and the other producers wanted to incorporate the feel and culture of Hawaii as though it were a "character," rather than merely a backdrop. Freeman described Maui as an ideal setting for a reality show because of its exotic scenery and spicy mix of tourists and locals. DiSanto likened the series to "a reality version of "Cocktail"." Producers sought to capture the allure of living on a tropical island in a state of "permanent vacation."