California CVB See Monterey is doubling down on its group sales strategy, with an incentive programme that has doubled in value to $20,000. It has also created a new Bay Area sales presence for meetings and events.
The move is designed to fit with the Monterey County Tourism 2030 Roadmap (MCT 2030), a strategic plan that aims to attract higher-value visitors. With multiple conference centres, including the LEED-certified Monterey Conference Center, and corporate event hotels and venues, high-value meetings and events are critical components to the destination’s tourism economy.
By investing in both new incentive dollars and expanded market representation, See Monterey says it hopes to bring in business that stays longer, has a higher economic impact and benefits the greater community during need periods.
At the heart of the strategy is ‘Inspiration Pays Off’, a newly expanded incentive deal that offers groups up to $20,000. For every night a group stays mid-week in Monterey County during need periods, they receive $20 back per room night – funds that can be applied to off-site events, teambuilding activities, transportation, or other elements that drive engagement and attendance.
Zeke Ramsell. Photo by Michael TroutmanSee Monterey has also appointed Zeke Ramsell (pictured) as senior business development manager, overseeing Northern and Central California as well as the Pacific Northwest. He will be based in the Bay Area.
“Monterey County is entering an exciting new chapter for meetings with significant new developments and reinvestments across our hospitality sector,” said Teresa Savage, senior vice-president of business operations. “The strategy is clear: attract new business that elevates our destination and delivers measurable value for our partners. The ‘Inspiration Pays Off’ incentive and in-market presence in the Bay Area strengthen our ability to compete, convert first-time groups, and ensure Monterey remains a premier choice for planners looking for both inspiration and return on investment.”
With more than $1bn in new and planned development, the region will add more than 1,000 new hotel rooms by 2030 through global brands such as Kimpton and Grand Hyatt, alongside major renovations at flagship group properties including Pebble Beach Resorts, Monterey Plaza Hotel & Spa, InterContinental The Clement, Portola Hotel & Spa, Hyatt Regency Monterey and more.
At the same time, expanded airlift and a new airport slated to come online in 2027 will make the destination even more accessible. For more information, visit MeetInMonterey.com.
