This past year, we made a bold commitment to show up bigger—and that promise has shaped every facet of our work.
From expanding the reach of our “Find Your Way Here” brand across all market segments to launching a newly redesigned website infused with AI technology and digital innovation, our efforts have set a new standard for destination marketing in Monterey County. We’re proud to share that the new website has already earned a prestigious industry award, with two additional finalist recognitions and more anticipated.
We also introduced several first-of-their-kind initiatives aimed at increasing the length of stay and economic impact of tourism in our region. This includes our pilot hotel promotion, “Another Day in Monterey,” designed to encourage “one more night” bookings. We also launched “HOW 2 HWY 1,” a comprehensive campaign supporting a long-term shift in messaging for the iconic Big Sur road trip, highlighting ease, options and bucket-list appeal. This initiative offers clear, up-to-date information for travelers while promoting regional collaboration and resilience along both the Highway 1 and Highway 101 corridors.
Our presence at key industry events also grew significantly. Through elevated activations and an enhanced trade show footprint, we generated record-breaking results in booked room nights and strengthened our partnerships across the travel trade and meetings industries.
As we look ahead, we remain focused on driving long-term growth, enhancing the quality of life for our residents, and reinforcing Monterey County’s position as a world-class destination. Thank you for your continued support and partnership in this important work.
– The See Monterey Team
PACIFIC GROVE
FINANCIALS
Nearly $9 of every $10 of See Monterey’s budget—87%—is strategically invested in core programs: Marketing Communications, Business Development and Community Relations. As Monterey County’s Destination Marketing Organization, our priority is to maximize the impact of every dollar towards driving overnight visitation, increasing visitor spending, creating value for the hospitality industry and its workforce and strengthening the overall economic vitality of our communities and residents. Operational costs account for just 13% of the budget—well below the national nonprofit average of 20–30%.
Significant strides were made over the past year in streamlining administrative operations through modern technology and process improvements. The adoption of a new Human Resource Information System (HRIS) and Enterprise Resource Planning (ERP) system enhanced internal workflows and data accuracy, while an optimized banking structure reduced transaction fees, increased yield on cash reserves and mitigated financial risk—further underscoring our commitment to fiscal discipline. Together, these improvements position the organization to achieve even greater operational efficiency and effectiveness in the year ahead.
REPORTS AND TRANSPARENCY
See Monterey believes transparency builds stronger partnerships and trust with the community. The organization’s objective is to provide clear, comprehensive and timely reporting to our stakeholders to ensure one of See Monterey’s key values: accountability. This is demonstrated in the following ways:
Governance and strategic oversight provided by a 34-member Board of Directors comprised of hospitality leaders, elected officials and representatives from partner organizations
• Regular member communications
• Community and city council presentations across Monterey County
• Biannual reporting to jurisdictional investment partners
• An annual MCTID report outlining the strategies and tactics related to the assessment
See Monterey’s commitment to fiduciary responsibility is important because it ensures that public and private investments are managed wisely, demonstrating measurable returns while reinforcing confidence in See Monterey as a trusted steward of resources dedicated to strengthening economic vitality and quality of life in our communities.
See Monterey’s commitment to transparency and accountability is strengthened not only by the oversight of its Board of Directors but also by nine specialized committees. These committees bring broad representation and diverse perspectives to the organization’s decision-making, convening 24 times each year to review strategic marketing initiatives, financial performance and business development outcomes. Together, the Board and committees reinforce a culture of shared governance and ensure decisions are wellinformed and balanced.
BOARD OF DIRECTORS Executive Committee
Naturally Connected Brands
Extending the “Find Your Way Here” brand across all market segments
In FY2023–24, See Monterey launched a new brand platform, “Find Your Way Here,” highlighting Monterey County’s unique and interconnected experiences. To ensure consistency and reinforce the destination’s naturally connected identity, in the last year all brand segments have now been aligned under this platform. The branding has expanded to include the Groups & Meetings and Luxury segments, creating a cohesive look and feel across all target audiences. It also extends to “The Right Path”, See Monterey’s sustainability initiative, which promotes and celebrates responsible travel practices throughout the county.
See Monterey’s “Inspiration Meets Here” Group & Meetings campaign inspires corporate planners to choose Monterey County for their next event. The idea behind the campaign is that Monterey is where great meetings happen naturally—where stunning landscapes, innovative venues, world-class accommodations and iconic attractions come together to create unforgettable experiences. Here, every event leads to lasting inspiration.
The Monterey Conference Center (MCC) campaign adopts the “Inspiration Meets Here” brand as well, alongside its own unique branding.
The “Seek + Find” Luxury campaign invites affluent travelers to discover more than just luxury accommodations— it showcases breathtaking landscapes, distinctive visuals and meaningful experiences that go beyond the expected. Rooted in the idea that seeking true worth leads to priceless discovery, this campaign offers a fresh, elevated look and feel while staying connected to the larger brand message.
“The Right Path” campaign educates and inspires people to travel responsibly. The initiative is closely related to the the larger brand message but maintains a semi-distinct look and feel. The goal here is to encourage more respectful travel, ensuring all travel paths contribute to a better quality of place.
KEY PROGRAMS
Long Live the Scenic Route
It’s no longer a matter of whether or not the Highway 1 is open or closed, it’s a matter of HOW you do it! This initiative provides visitors with clear, engaging and up-to-date information on access routes, scenic stops, accommodations and more for the ultimate Highway 1 road trip through Big Sur and beyond.
HOW2 HWY ™
MARKETING COMMUNICATIONS
The FY2024-25 Marketing Communications strategy focused on showing up BIGGER, with a clear goal: to unlock the full potential of Monterey County’s tourism economy. The Marketing Communications program expanded significantly, executing impactful programs that drove greater visibility, reach and resonance for the destination.
Throughout FY2024-25, the “Find Your Way Here” brand was extended across all market segments—Group, Luxury and International, creating brand cohesion and reinforcing Monterey County’s unique appeal. For leisure travelers, a realigned media strategy delivered optimized spending across both fly and drive markets. The
result was enhanced awareness in long-haul markets and stronger consideration among closerto-home audiences.
All marketing communications efforts directed users to the newly redesigned SeeMonterey.com. The site offered a more connected and engaging user experience, including the integration of an AIpowered itinerary builder that helped move visitors closer to booking, while reinforcing messages of extended stays and responsible travel.
547K
$1.1B
BUSINESS DEVELOPMENT
In FY2024–25, the Business Development team achieved a record-breaking year for booked room nights. The team structure was enhanced with the addition of a Director of Group Business Development—an elevated selling role that strengthened partnerships, increased industry engagement and supported a more strategic focus on goal attainment.
The Conference Sales Manager maintained strong collaboration with partners to drive business to the Monterey Conference Center. The sales plan prioritized the customer experience by extending booking incentives to fill key “need dates” across the county. A new partnership with Maritz further increased engagement and return on investment.
To build awareness of Monterey County as a premier meeting destination, the team executed a targeted sales plan that included participation in more than 75 industry conferences and events throughout the year.
Tour & Travel continued to engage international tour operators and travel advisors in the U.K. and Europe, Asia, Mexico and Canada with focused sales missions, tradeshows and familiarization trips to highlight Monterey County partners.
COMMUNITY RELATIONS
See Monterey’s Community Relations program plays a vital role in connecting the tourism industry with the local community. By fostering strong, collaborative relationships with key stakeholders, the program ensures that the economic and social benefits of tourism are expressed across Monterey County. See Monterey remains committed to supporting the destination’s hospitality partners through active member engagement, strategic sales and promotional efforts, as well as educational initiatives that collectively advance sustainable tourism growth
GOALS & KPIS
Hospitality Business Membership Growth: 3% New Members: 80
Member Engagements: 124 Report outs/Presentations at Community Events: 88
Member Attendance Growth at Hosted Events: 34%
Wayfinding Workshops: 3
See Monterey App Downloads: 2.3K
Complementing these efforts, See Monterey’s Virtual Visitor Services delivers a seamless planning experience for travelers by offering comprehensive information on local events, accommodations and attractions. With innovative tools like the See Monterey App and interactive maps, as well as collaborating with regional visitor centers, the organization enhances the visitor journey from trip planning to real-time inspiration while they are exploring Monterey County.
ADMINISTRATION
See Monterey was honored with the Culture Award from FiredUp for the second consecutive year, recognizing a continued commitment to fostering a best-in-class workplace. Team culture scores have remained strong, reflecting a sustained focus on maintaining a positive and supportive work environment.
A bi-annual human resources audit was successfully completed, with no areas identified as posing risk to the organization. In addition, notable progress was made in enhancing See Monterey’s Human Resources Information System (HRIS) and improving accounting policies, processes and procedures.
In partnership with Montage Health, multiple wellness events were hosted, including healthy eating classes and biometric scans, with additional initiatives planned for the upcoming fiscal year. Team engagement activities included lunch and learns, quarterly themed events such as National Pizza Day, and corporate social responsibility efforts in partnership with Carmel Cares—most notably, two successful landscaping cleanup days.
