PEBBLE BEACH
FY2025–26 Annual Report
BIG SUR | CARMEL-BY-THE-SEA | CARMEL VALLEY | MARINA | MONTEREY | MOSS LANDING PACIFIC GROVE | PEBBLE BEACH | SALINAS | SALINAS VALLEY | SAND CITY | SEASIDE
SEEMONTEREY.COM
Dear Stakeholders, This past year, See Monterey has focused on expanding reach by introducing Monterey County to new audiences, strengthening our meetings and group business, as well as leveraging major events to elevate the destination on a global stage. Guided by the Monterey County Tourism 2030 framework, our “Sweep to the East” strategy expanded our focus beyond the West Coast into key growth markets, including Chicago and Austin. The launch of United Airlines’ seasonal nonstop service between Chicago and Monterey opened new opportunities in the Midwest, while the full reopening of Highway 1 restored one of California’s most iconic coastal journeys. The organization also capitalized on world-class events, from signature experiences like Pebble Beach Food & Wine, the AT&T Pebble Beach Pro-Am and races at WeatherTech Raceway Laguna Seca to major sporting events nearby, such as Super Bowl LX and the 2026 FIFA World Cup. These events generated significant exposure and economic impact for Monterey County. Throughout these promotions, responsible travel and stewardship remained central to our work. Through integrated campaigns and strong partnerships, See Monterey encouraged visitors to explore responsibly, support local communities and help protect what makes Monterey County so special. These accomplishments reflect the power of collaboration and the strength of our partners throughout the region. Together, we continue to elevate Monterey County’s profile, attract new visitors and meetings and create lasting economic benefits for our communities. Thank you for your continued partnership and support. – The See Monterey Team
Meet the See Monterey team, Board of Directors, Advisors and Committees at SeeMonterey.com
PINNACLES NATIONAL PARK
2025-26 ANNUAL REPORT
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FINANCIALS It was a year of significant new supply, with the addition of more than 300 rooms across new properties in Pacific Grove and Sand City. Guided by the managed growth strategy outlined in the Monterey County Tourism 2030 Roadmap—a strategic vision designed to manage growth by attracting valued visitors and stimulating them to visit sustainably at less-busy times and in less-visited places—the destination successfully absorbed the increased inventory while both occupancy and average daily rate (ADR) remained strong. This success contributed to a revenue increase of more than 6%, bringing total revenue to $14.2 million.
1% Revenue* MCTID Revenue
$9,495,362
Jurisdiction Investment
$4,502,478
Private Revenue
$205,618
Total
$14,203,459
Expenditures* $7,157,106
Business Development
$4,631,687
Community Relations
$266,227
General & Administration
$1,767,770
Total
2
67%
2%
Marketing Communications
*Unaudited
32%
$13,822,791
13%
33%
52%
REPORTS AND TRANSPARENCY Transparency, accountability and responsible stewardship are at the core of See Monterey and its Board of Directors. Through clear reporting, strong governance and regular oversight, the organization ensures public and private investments deliver measurable value for See Monterey partners and communities. See Monterey’s commitment to fiduciary responsibility ensures that public and private investments are managed wisely, delivering measurable returns and strengthening economic vitality and quality of life for the community.
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BOARD MEMBERS Comprising hospitality leaders, elected officials and representatives from partner organizations.
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SPECIALIZED COMMITTEES Bringing broad representation and diverse perspectives to decision-making.
MEETINGS ANNUALLY Convening throughout the year to review strategy, performance and business development outcomes.
GOVERNANCE AND STRATEGIC OVERSIGHT • Regular member communications Keeping See Monterey members informed and engaged • Community and city council presentations Sharing updates and listening to community priorities across Monterey County • Biannual reporting to jurisdictional investment partners Providing timely updates on performance and investment impact • Annual MCTID Report Outlining strategies and tactics related to the assessment • Ongoing financial and performance reporting Ensuring fiscal responsibility and measurable results
Executive Committee Board Development Committee
MCTID Oversight Committee
BOARD OF DIRECTORS Compensation Committee
Finance Committee
Sales Committee
Marketing Committee
2025-26 ANNUAL REPORT
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KEY PROGRAMS: CONNECTING MONTEREY TO CHICAGO & THE MIDWEST
expanding the brand and growing reach New Flights, New Markets, New Growth
In FY2025–26, See Monterey expanded beyond its traditional markets to introduce Monterey County to new audiences. While the destination remains well established across California and key fly-and-drive-markets, integrated marketing, public relations, social media, sales and event initiatives helped build awareness and drive demand in Austin, Chicago and beyond. The launch of United Airlines’ new seasonal nonstop service between Chicago O’Hare (ORD) and Monterey Regional Airport (MRY) further accelerated this effort, creating an opportunity to amplify awareness through a coordinated campaign that celebrated the new route and encouraged Midwest visitation.
STANDOUT STATS
2X
4
Website traffic from the Chicago market
1,000+ Incremental visits generated
83%
June passenger load factor on the ORD-MRY route
5%+
Passenger load factor compared to pre-campaign baseline
Paid Advertising and PR Strategy In partnership with:
• Prime-time Chicago TV and streaming • iHeart radio and podcast partnership • Targeted social, search and display advertising • Chicago media and PR blitz • Inaugural flight media coverage
Social Media Amplification and Influencer PartnershipS
BUSINESS DEVELOPMENT Chicago sales outreach tied to new flight access.
PARTNER ACTIVATION See Monterey partnered with Monterey Regional Airport on the inaugural flight celebration and provided partners with a marketing toolkit to amplify the launch.
2025-26 ANNUAL REPORT
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KEY PROGRAMS: HIGHWAY 1 FULLY REOPENS
The scenic route is so back
In January 2026, Highway 1 reopened ahead of schedule, restoring full coastal access between San Francisco and Los Angeles after the longest closure in Big Sur’s history. See Monterey launched an integrated marketing campaign with Visit California and Visit SLO CAL to amplify the reopening, rebuild awareness and inspire travelers to rediscover this iconic coastal route. Responsible Travel Messaging
Responsible travel remained a core message across all Big Sur marketing, supported by digital advertising, transit ads and Bay Area billboards.
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PAID ADVERTISING Launched paid media campaigns across key domestic and international markets to amplify that Highway 1 is open.
GLOBAL MEDIA COVERAGE Joint global press release with Visit SLO CAL, with ongoing media follow-up and pitching to extend coverage.
Social Media Amplification and Influencer PartnershipS Launched a collaborative social media campaign with Visit SLO CAL, Highway 1 Road Trip and Visit California to amplify the Highway 1 reopening, complemented by influencer partnerships and a multi-destination itinerary showcasing the Central Coast. Featured • Camille Scherr (@luxurytravelmedia) – 404K followers Influencers • Nathaly Khoury (@natyexplora) – 520K followers
International Program Partnerships
Amplification at IPW
Integrated Highway 1 messaging in existing international campaigns (primarily UK) in collaboration with Visit SLO CAL.
2025-26 ANNUAL REPORT
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KEY PROGRAMS: LEVERAGING MAJOR EVENTS
Elevating Monterey County on the Global Stage
This year, See Monterey maximized destination exposure by aligning strategic marketing with marquee events, including Pebble Beach Company events, the AT&T Pebble Beach Pro-Am, WeatherTech Raceway Laguna Seca races, Super Bowl LX and the 2026 FIFA World Cup. With Super Bowl LX and FIFA World Cup matches taking place nearby in Santa Clara, Monterey County was positioned as the ideal place to extend the experience. A targeted “stay and play” campaign promoted the destination as a premier luxury coastal getaway, inspiring visitation by pairing world-class sporting events with unforgettable coastal experiences. These efforts leveraged the global excitement surrounding both events to inspire new visitation and showcase Monterey County to travelers from around the world.
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Road to AT&T Pro-Am through Super Bowl LX With thousands traveling to nearby Santa Clara for Super Bowl LX, See Monterey partnered with Wife’d Up, Mic’d Up, the popular YouTube and social series created by Claire Kittle and Kristin Juszczyk, wives of San Francisco 49ers players, to position Monterey County as the perfect stop after Super Bowl LX and a push to the real Big Game, the AT&T Pebble Beach Pro-Am. The collaboration showcased the destination through exclusive behind-thescenes travel and lifestyle content, reaching an engaged audience of NFL fans.
• 1M+ Impressions • 900% Increase in Reach • 500+ New Followers From 1 Post
Leveraging the FIFA World Cup 2026 • Capitalized on the full reopening of Highway 1 ahead of the 2026 FIFA World Cup by promoting Monterey County as the ultimate road trip between the matches in Los Angeles and San Francisco, driving overnight visitation. • Digital campaigns across the U.K., Australia and the U.S. targeted Santa Clara World Cup ticket holders and travel intenders, generating more than $3 million in economic impact to the destination. • California Games Activation in London Star-powered promotional video featuring INDYCAR, IMSA and MLS talent.
• Partnership with Football Australia
Footprint at Pebble Beach Food & Wine
PartnerSHIP with WeatherTech Raceway Laguna Seca 2025-26 ANNUAL REPORT
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MARKETING COMMUNICATIONS
Inspiring Travel, Driving Results
Throughout FY2025–26, See Monterey executed integrated marketing and communications initiatives that expanded Monterey County’s reach, strengthened brand preference and inspired visitation. By introducing the destination to new audiences and connecting travelers with experiences they didn’t know they were seeking, the organization continued to elevate Monterey County’s position as one of California’s premier destinations. Marketing efforts extended into new growth markets, including Chicago and Austin, while strengthening luxury, international and meetings programs, focusing on niche markets like C-Suite decision-makers and the growing SMERF market. Marquee events, strategic partnerships and targeted campaigns amplified Monterey County’s visibility, expanded geographic reach and kept the destination top of mind in an increasingly competitive travel landscape.
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RESULTS
9M
TRAVELING HOUSEHOLDS REACHED
586K
OVERNIGHT VISITOR TRIPS INFLUENCED
$1.3B
VISITOR SPENDING INFLUENCED
$461
1.2M
HOTEL ROOM NIGHTS ACCOUNTED FOR
GENERATED FOR EVERY AD DOLLAR SPENT
Goals & KPIs marketing
4.3
INTENT TO VISIT
1.4M WEB ENGAGED SESSIONS
public relations
271K
7.2%
2.3B
16/20
PARTNER SITE CONVERSIONS
EARNED MEDIA IMPRESSIONS
SOCIAL AUDIENCE GROWTH
AVG. MEDIA QUALITY SCORE (OUT OF 20)
5M
SOCIAL ENGAGEMENTS
1K
TOP LEVEL GROUP CONVERSIONS
169
COVERAGE IN TOP 125 OUTLETS
2025-26 ANNUAL REPORT
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MARKETING COMMUNICATIONS
Driving demand and expanding reach Driving Longer Stays Building on the success of its spring 2025 pilot, See Monterey expanded the Another Day in Monterey campaign in fall 2025, encouraging longer stays through participating hotels’ thirdnight-free offers, combining compelling storytelling with a powerful booking incentive.
20K+
PARTNER REFERRALS
90K+ $1.7M
LANDING PAGE SESSIONS
ECONOMIC IMPACT
Expanded Luxury and International Positioning
Outernet London
90K U.K.
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ESTIMATED DAILY AUDIENCE AT OUTERNET LONDON
CANADA
MEXICO
See Monterey strengthened its luxury and international presence through strategic partnerships with Visit California, Brand USA, luxury media and global travel trade organizations. Targeted campaigns in the U.K., Canada and Mexico, combined with media hosting, travel trade engagement and influencer partnerships, expanded Monterey County’s visibility among highearning travelers. Signature initiatives included a literary-themed U.K. media familiarization tour inspired by John Steinbeck and participation in Visit California’s California Games activation at Outernet London.
Building the brand
Advancing Responsible Travel
Elevating Monterey County’s Content Strategy See Monterey prioritized content that resonates by partnering with a network of local creators. What resulted was authentic, trend-driven short-form videos inspiring discovery and deepening audience engagement across platforms.
MONTEREY DREAMIN’ Celebrating the Central Coast lifestyle through uncrowded coastlines, worldclass art and farm-to-table experiences.
MONTEREY 1000 Highlighting America250 by honoring more than 1,000 years of the region’s cultural heritage through digital storytelling.
8M+ viewers
on Wheel of Fortune
OFF THE CANVAS Spotlighting Monterey County’s vibrant arts community, inspiring visitors to explore local galleries, murals, performances and cultural attractions.
This year, See Monterey expanded The Right Path® campaign to further promote responsible travel and destination stewardship. Integrated messaging across social media, local publications, MST buses throughout Monterey County and billboards in the greater Bay Area encouraged visitors to respect local communities and natural resources, educating travelers before they arrived and reinforcing responsible behaviors throughout their visit.
2025-26 ANNUAL REPORT
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MARINA
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BUSINESS DEVELOPMENT
a record year
FY2025–26 was a record year for Business Development, with strong lead generation, increased bookings and continued future-year growth. The team generated 981 leads and converted 252 leads to definite business, representing 84,956 contracted room nights and an estimated $73 million in economic impact for Monterey County. Strategic sales efforts, targeted incentives and stronger industry partnerships helped expand the pipeline, increase conversion and secure futureyear business through 2030.
RESULTS
981
LEADS UP 28% YoY
26%
CONVERSION
252
GROUPS BOOKED UP 24% YoY
85K
CONTRACTED ROOM NIGHTS
$73M
ESTIMATED ECONOMIC IMPACT
2025-26 ANNUAL REPORT
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BUSINESS DEVELOPMENT
Goals & KPIs Business Development:
Travel Trade:
NEW BUSINESS LEADS
PARTNER REFERRALS
921
565
Monterey Conference Center:
178 LEADS
Incentivizing Short-Term Business: *Every $1 invested generates $93
$87K BOOKING INCENTIVE PAID
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11,495 ROOM NIGHTS CONTRACTED
$8M
ECONOMIC IMPACT GENERATED
440
IN-MARKET CLIENT ENGAGEMENTS
driving group business Driving Demand
Converting Business
Strategic Partnerships
The sales strategy targeted all meeting segments, including corporate, association, sports and incentive, to align demand with countywide hotel inventory.
Strategic booking incentives helped fill need dates, generating nearly 12K contracted room nights and nearly $8 Million in economic impact.
In-market FAMs and sales activations drove a record 440 client engagements, building awareness of Monterey County as a premier meetings destination.
New sporting events generated significant impact U.S. JR. OLYMPICS
$1.3M ECONOMIC IMPACT
FOOTBALL AUSTRALIA
$250K ECONOMIC IMPACT
RAGNAR RELAY
$875K ECONOMIC IMPACT
2025-26 ANNUAL REPORT
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BUSINESS DEVELOPMENT
Tour & Travel continued to engage domestic and international tour operators and travel advisors in the U.K. and Europe, Asia Pacific, Mexico and Canada with focused sales missions, trade shows and familiarization trips to highlight Monterey County partners. The team increased FAM trips by 40%, bringing more qualified travel trade buyers to experience Monterey County product firsthand. The result: new FIT contracts, partner referrals and product sold.
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The team also partnered with luxury networks such as Virtuoso to engage high-earning travel advisors as part of See Monterey’s luxury initiative.
MONTEREY
2025-26 ANNUAL REPORT
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COMMUNITY RELATIONS & MEMBERSHIP See Monterey’s Community Relations & Membership program strengthens the connection between Monterey County’s tourism industry and the local community by fostering meaningful relationships with hospitality partners, local stakeholders and member businesses. Through strategic engagement, education and collaboration, the program supports sustainable tourism growth while ensuring members maximize the value of their partnership with See Monterey.
Personalized outreach, site visits, FAM experiences and networking strengthened relationships with new and existing members.
Goals & KPIs
The new “It Takes Two” program strengthened member engagement through 26 in-person visits focused on understanding goals, providing support and aligning See Monterey’s efforts with member needs.
• 1,348 Total Members • 119 New Members • 26 “It Takes Two” Member Visits • 316 Member Event Attendance
• 2,317 See Monterey App Downloads • 742 Events Promoted • 105 Special Offers Promoted
Complementing these efforts, See Monterey’s Virtual Visitor Services connects travelers with the information they need before and during their stay.
SEE MONTEREY WEBSITE
MOBILE APP
INTERACTIVE MAPS
PARTNERSHIPS WITH REGIONAL VISITOR CENTERS
These digital tools connect visitors with local accommodations, attractions, events and special offers, inspiring travel before arrival and while exploring the destination.
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The team remained active across Monterey County, engaging with community partners to share updates, align priorities and ensure tourism continues to benefit the region.
ADMINISTRATION See Monterey continued to strengthen its values-driven workplace culture, earning its third consecutive FiredUp Culture Award despite a year of organizational transition. Employee engagement and well-being remained priorities, supported by a new wellness incentive program and ongoing efforts to foster connection and collaboration. The organization also began implementing a new budget management system to improve financial planning, transparency and operational efficiency. Together, these efforts reflect See Monterey’s continued investment in its people, culture and infrastructure.
2026 Poppy Award Finalists
Best Public Relations Campaign: How 2 HWY 1
Best Trade and Media Activation: Alternative Channels, Maximum Impact: See Monterey x The Points Guy
TEAM RECOGNITION Krista BaileySherman CalTravel 30 & Under Emerging Leader Winner
Kayce Boettcher 2026 Smart Women Award, Stellar Performer
2025-26 ANNUAL REPORT
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