This year, See Monterey underwent a major transformation, debuting a new name, brand identity, and logo alongside the launch of the “Find Your Way Here” leisure campaign. The rebranding is rooted in connection – to people, places and even yourself. The challenge to “find your way here” captures the spirit of exploration here and speaks to the many paths, both literal and figurative, that one can find themselves on in Monterey County.
Some other highlights for the organization this year included elevating our event strategy with multifaceted partnerships with the likes of U.S. Women’s Open and Pebble Beach, crisis response to a Highway 1 closure and a celebration of its reopening, a culinary strategy that included a partnership with MICHELIN, and a new education series for our members that touched on sales, marketing and engagement opportunities.
These are just a few examples of the “evolutionizing” See Monterey has undergone this year. Fiscal Year 2023-24 was certainly a milestone in innovation and transformation and we are excited to see where this path guides us next. Thank you for your continued support.
SOLEDAD
– The See Monterey Team
TEAM
Rob O’Keefe
President & CEO
Jennifer Johnson
Vice President of Operations
Paul Martin
Vice President of Finance and Regulatory Affairs
Joan Lucido Finance Manager
Teresa Savage Vice President of Business Development
Lindsey Stevens Vice President of Marketing Communications
Marissa Reader Director of Client Services
Leslie Chavez Director of Marketing
Emily Evans Director of Public Relations
Alyssa Rendon Director of Community Relations
Michele Pearce Senior Conference Sales Manager
Lauren Siring
Senior Business Development Executive
David Cater
Senior Business Development Executive, Travel Trade
Joe Marcy
Senior Business Development Executive
Rick Hud
Business Development Executive
Kayce Boettcher Business Development Executive
Marliese Myers
Content + Creative Manager
Krista Sherman
Client Services Specialist
Sandy Huerta Communications Specialist
Mary Kelley Crnich
Member Relations Specialist
Hōkū Young
Digital Marketing Specialist
Amber Rodriguez
Client Services Coordinator
Marciana Yeater
Marketing Coordinator
Jason Peña
Database Coordinator
Valerie Jenanyan
Destination Inspiration Specialist
MARINA
SALINAS
SEE MONTEREY GOVERNANCE
Officers
Chair Amrish Patel Green Lantern Inn
Chair-Elect Bina Patel
Past Chair Teri Owens
Treasurer Stefan Lorch
Secretary Fady Hanna
DIRECTORS
Mary Adams Monterey County Board of Supervisors
Sylvain Briens The Sanctuary Beach Resort
Janine Chicourrat Portola Hotel & Spa
Kimbley Craig City of Salinas
Kevin Ellis Hyatt Regency Monterey Hotel & Spa
Kirk Gafill Nepenthe/Phoenix Corporation
Amy Herzog Visit Carmel
Donna Langley Pebble Beach Resorts
Ed Smith City of Monterey
Chris Sommers Monterey Plaza Hotel & Spa
Barry Toepke WeatherTech Raceway Laguna Seca
John Turner InterContinental The Clement Monterey
Erik Uppman Cannery Row Company
Peninsula Hospitality Group
Embassy Suites by Hilton Monterey Bay Seaside
Monterey Marriott
Pacifica Host Hotels
ADVISORS
Dana Allen-Greil Monterey Bay Aquarium
Jacquie Atchison Arts Council for Monterey County
Carol Chorbajian Monterey County Hospitality Association
Norm Groot Monterey County Farm Bureau
Tonya Hufford Monterey Conference Center
Michael La Pier Monterey Regional Airport
Mike LeBarre City of King City
David Lurie Carmel Mission Inn
Paula Joy MacNab Monterey County Film Commission
Sean Panchal Presidents Inn
Erin Sollecito Monterey Touring Vehicles
Kim Stemler Monterey County Vintners & Growers Association
Hans Uslar City of Monterey
Anna Velazquez City of Soledad
Liesbeth Visscher City of Marina
Committees
• Executive Committee (Officers)
• Monterey County Tourism Improvement District
Oversight Committee
• Sales Committee
• Marketing Committee
• Finance Committee
• Compensation Committee
• Board Development Committee
FINANCIALS
Revenue increased significantly from the prior fiscal year, thanks in large part to an increase in the Monterey County Tourism Improvement District (MCTID) assessed rates. The increased revenue allowed the organization to add and enhance a number of programs, namely advertising media spend, to promote and support the County’s tourism economy. The increased revenue also helped to establish an operating reserve which will allow the organization to operate in a more forward-thinking and strategic environment, rather than reacting to short-term funding needs.
Unaudited
PROGRAMS
TRANSFORMATION
SEE MONTEREY KEY
With more than a decade of challenging people to “Grab Life by the Moments” it was time to refresh the Monterey County brand. After conducting a robust research plan that included focus groups, surveys and competitive analysis, Monterey County Convention and Visitors Bureau became simply, See Monterey.
“Find Your Way Here” ranks in the top 10% of destination marketing campaigns for generating interest in visitation*
Strongest rating
See Monterey’s creative has received to date*
TRANSFORMATION
Reached 11.1 million traveling households*
The new brand comes with a new tagline “Find Your Way Here,” which reflects a renewed focus on the ways the destination is naturally connected, from the pristine coastline to the redwood forests and verdant valley. No matter where your path takes you in Monterey County, one thing is guaranteed: inspiration is ahead.
KEY PROGRAMS
BIG SUR REOPENS
Photo: Willow and Ben Photography & Monterey Touring Vehicles
BIG SUR
In the past year, Monterey County faced significant challenges with closures on Highway 1 in Big Sur due to heavy rains, landslides and a slip out in March. These disruptions, especially the slip near Rocky Creek Bridge, impacted travel. However, Highway 1 re-opened in June, allowing visitor’s access to northern Big Sur’s hotels, restaurants, and businesses.
See Monterey jumped into action to spread the word
Sponsored segment on NBC’s “California Live”
9 Influencer Partnerships
April - June
Placements
Media Event in New York City
Social Media Amplification
Radio Spots in the Bay Area
National Press
Segment on the Today Show
PROGRAMS
INTERNATIONAL PROGRAMMING
Building momentum in international markets through travel trade and marketing communications tactics was a key part in See Monterey’s international programming this year. See Monterey maintained representation in the U.K., and engaged in programs reaching Canada and Mexico through partnerships with Visit California, Brand USA and Virtuoso.
This year’s IPW welcomed:
• 5,700 Delegates
• 2,000 Buyers
• Media from nearly 70 countries
See Monterey brought partners from the Cannery Row Company and Monterey Touring Vehicles and held more than 140 appointment’s with top international travel buyers.
U.K. Co-Op Campaigns
• Media ran on Tripadvisor and Expedia
• Targeted to a U.K. audience searching “California”
3.5 Million Impressions
2,720 International Client Engagements at 11 Trade Shows Across 5 Countries
China Mission
In May, See Monterey joined forces with Chris Sommers, General Manager of the Monterey Plaza Hotel & Spa, on a sales mission to Shanghai, China. The trip aimed to connect with key travel professionals to drive additional overnight stays from Chinese travelers to Monterey County.
In collaboration with East West Marketing, See Monterey:
• Hosted a VIP dinner for top buyers
• Conducted over 10 sales calls
• Took part in several industry events in Shanghai
PROJECT HIGHLIGHTS
Marketing
The FY2023-24 Marketing Communications strategy focused on extending reach in longhaul and international markets in both leisure and group markets, extending visitors stay, maintaining sustainable messaging and implementing more programs with a diverse narrative.
• The new “Find Your Way Here” campaign led the leisure marketing program and included a strategic mix of social, search, online video, streaming TV and marquee TV placements during the Academy Awards
• The “All In” Group Meetings campaign continued to target corporate meeting planners and association meeting planners in drive markets and direct flight markets
• The “You’re In” Luxury Campaign spotlighted luxury destination hotels to super affluent travelers through a mix of ad placements in AFAR, Modern Luxury, The New York Times and targeted programmatic digital advertising
PROJECT HIGHLIGHTS
Marketing Communication Projects
Focus on Fly Markets
Direct Flight Influencer Partnerships
Minneapolis Flight Launch
MONTEREY PRO V PRO EPISODE 3
Monterey Bay Aquarium
Media Partnership
Targeting Dallas
• Monterey Bay Football Club’s professional footballer Pierce Gallaway X Professional Hyundai race car driver for Bryan Herta Autosport, Mason Filippi
• Broadcast Reach: Aired nationally on ESPN+ at launch and broadcast internationally during Monterey Car Week programming
Renewed Focus on History & Heritage
Monterey County’s rich history and heritage stand out as some of the destination’s most captivating features. See Monterey has refreshed its history and heritage content and collaborated with Atlas Obscura to showcase these attractions.
RESPONSIBLE TRAVEL
Marketing and communications programming consistently emphasizes responsible travel. The focus is to encourage travelers to travel responsibly before they arrive and to remind them to be respectful while visiting. SeeMonterey.com
ADORE RESPONSIBLY
MEDIA HOSTING
National Satellite Media Tour:
• 25 Bookings in major markets
• 18 Million impressions
PROJECT HIGHLIGHTS
Business Development
In FY2023-2024 the Business Development team continued to partner and grow business with the Monterey Conference Center with the addition of a Senior Conference Sales Manager. This role focused on assisting with pull-through of large compression-causing business to the City of Monterey by working collaboratively between the conference center staff and See Monterey Business Development Executives.
The sales plan elevated the customer experience by offering a booking incentive to secure off peak and mid-week business, discounts and promotions for meeting attendees through the revamped Flash Your Badge program, and an improved site experience through destination-wide sales and site experience trainings. The team’s targeted sales plan also included hosting and/or attending 70+ industry conferences throughout the year to grow awareness of Monterey County as a premier meeting destination.
Tour & Travel continued to engage international tour operators and agents in the U.K., Mexico and Canada with focused sales trips and missions to increase awareness with tour operators.
Goals & KPIs
Business Development Projects
In-Market Events
The See Monterey team secured several key industry events in market to educate and grow consideration with meeting planners to book Monterey.
See Monterey partnered with CalTravel in September to host its annual Summit at the Monterey Conference Center + Monterey Marriott bringing in their highest ever attendance with just over 450 people.
In November, the Smart Meetings 3 Day program attracted 160 planners and suppliers to the Monterey Conference Center and Portola Hotel, featuring the first drone show in downtown Monterey.
The Northern California Chapter of PCMA hosted its annual LEAP education conference in Monterey in May at the Monterey Conference Center and Monterey Marriott welcoming 17 meeting planners and suppliers to the destination.
Prestige Global Meeting Source
In April, See Monterey hosted one of the largest FAMs to date, bringing in 18 meeting planners from across the country.
Flash Your Badge
See Monterey revived “Flash Your Badge,” a program offering exclusive discounts to meeting attendees at local businesses when they show their conference badge.
PROJECT HIGHLIGHTS
Community Relations & Visitor Services
See Monterey’s Community Relations program plays a pivotal role in bridging the gap between tourism, hospitality businesses and local communities. Through these programs the organization aims to foster strong relationships with stakeholders to ensure tourism benefits are widely shared. See Monterey engages in strategic partnerships, community outreach, member engagement, and educational initiatives that highlight the positive impact of destination marketing, business development and sustainable tourism growth.
Virtual Vistor Services
See Monterey’s app continues to provide comprehensive information about local events, accommodations, and attractions, making it easier for visitors to plan their trips. Through tools such as the See Monterey app and an interactive map during Car Week, the goal is to enhance the visitor experience before they arrive and while exploring Monterey County.
Member Engagement
See Monterey continued to engage with members, old and new, through various Virtual Meet-A-Members, site visits, and team FAM trips. Meeting with members is a valuable way to build strong relationships and collaborate on strategies that enhance the destination’s appeal.
Downloads: 8,804
Community Relations Projects
Wayfinding Destination Education Series
The Wayfinding Destination Education series is See Monterey’s new training and education program, designed to connect and support the local hospitality industry through sharing best practices and new opportunities, from business development to marketing communications and member benefits.
Events Hosted 8 Member Engagements: 165
Members Attended 143
Resident Sentiment Survey
See Monterey conducted a resident sentiment study to understand and benchmark the attitudes, opinions, and emotions around tourism from residents, stakeholders, and individuals within Monterey County. This research will inform the update to the Monterey County Tourism 2030 Roadmap and ultimately provide insight to develop an engagement strategy that will foster community alignment and support.
PROJECT HIGHLIGHTS
Administration
See Monterey’s continued focus on team culture was awarded with a best in the industry award from Fired Up! Culture, the organization’s employee culture consultant. See Monterey’s team culture scores increased 25% over the year prior, making it the highest scores the organization has ever had.
In December, See Monterey hosted a Board Workshop where consulting firm DMO Proz did a pulse check on board engagement. The team reviewed the See Monterey mission and analyzed the role the board members play in increasing the visitor economy and the quality of life in their regions.
In May, the See Monterey team relocated to a new office location in Heritage Harbor. This move created enough space for the team to be in a more collaborative environment, contributing to the overall employee satisfaction score improvement.
NEW HIRES
See Monterey is honored to have the following team members join this year:
Richard Dole Vice President of Finance
Jason Peña Database Coordinator
Jeniffer Murray Vice President of People and Operations
