Another Classic Car week event cancelled
August events usually drive hospitality numbers up, Visitors Bureau to focus on promoting scenic spaces
Tourism officials adjust strategy as more than 90% of car-related activities won’t happen this year.
One of the biggest times of the year on the Monterey Peninsula has been dwarfed by COVID-19 as more than 90% of Classic Car Week events have canceled, forcing organizers to set their sights on 2021.
Of the 34 auto-centric events listed by the Monterey County Convention and Visitors Bureau, all but three have confirmed cancellation for 2020. The most recent, Concours at Pasadera, announced its postponement this week.
Still on the docket to take place — Mecum Auction, Legends of the Auto Gala Dinner, and Connect2Cars
Speaker Breakfast, Car Drive and Winery Lunch.
The Pacific Grove Rotary Concours Auto Rally is listed as canceled but its Facebook page says otherwise, confirming that this year it will be a “rally-only event” of vehicles following a route of about 100 miles through Monterey County wine country.
With a vast majority of events sidelined this year, revenues and tax dollars will take a tremendous hit.
A 2014 survey for the Monterey County Convention and Visitors Bureau estimated that the almost two-week long, car-enthusiast-focused gatherings generate almost $55 million in economic activity and about $5 million in taxes.
The Pebble Beach Concours d’Elegance, which canceled its event in late April, contributes more than $2 million annually to charity.
The survey showed Classic Car Week attracts upwards of 85,000 people with an estimated almost 40,000 of those from outside the United States. Almost 80% spent the night, and about 45% stayed the week.
Last week, Monterey County announced the rolling back of reopenings for some businesses due to a resurgence of coronavirus cases. Bars and brewpubs were ordered to close, as well as indoor seating for restaurants, and indoor attractions such as zoos and museums. This week the closures expanded to others including gyms, places of worship, hair salons, barbershops and malls.
“Hotels will not be next,” said Jeroen Gerrese, Monterey County Hospitality Association
board chair. “Hotels have a solid history of cleanliness and now with the added sanitation protocols hotels have continuously demonstrated to be on top of their game.”
Gerrese said that even hotels that have stayed open since March for essential travelers only, have had no reported cases of COVID-19.
“Since this is considered ‘high season,’ occupancy across the hotels has been good although the weekend after July Fourth was just OK,” said the Hospitality Association board chair. “It is leisure business only and lots of daytrippers which is good for the retailers and restaurants.”
Gerrese said there are really “no increased numbers going into the fall since the group segment is barely existent and that segment is on life support.”
The “group segment” is the corporate groups that look to host meetings, conferences and banquets at hotels with large meeting space, business technology, food and beverage outlets, and other components.
“To add to the already very challenging road to recovery for the hospitality sector of hotels, the city of Monterey is considering a 2% (transient occupancy tax) increase to go into effect later this year,” said Gerrese.
Before the COVID-19 pandemic, August was a high point of the year for the hospitality industry in Monterey County as many car enthusiasts flooded the streets, hotel rooms, and dining and drinking establishments throughout the area.
But with the cancellation of almost all events, the Monterey County Convention and Visitors Bureau switches gears.
“Our focus continues to be on promoting Monterey County’s wide-open places and scenic spaces which travelers continue to seek out,” said Rob O’Keefe, Convention and Visitors Bureau president and CEO. “And, most importantly, we are promoting how to enjoy our destination responsibly.”
O’Keefe said there are a few events that may still take place, but acknowledges that Classic Car Week is primarily postponed to 2021.
“Car enthusiasts can still get their fix of classic cars year-round through experiences like Monterey Touring Vehicles and future events at WeatherTech Raceway Laguna Seca,” he said.
The Convention and Visitors Bureau chief said his organization saw a slight dip in occupancy since restrictions were reimposed which was expected.