The Monterey County Convention and Visitors Bureau is now See Monterey – just one of a series of changes and initiatives that will shape the trajectory of the organization and its promotion of Monterey County as a world-class destination it says. (James Herrera/Monterey Herald)

MONTEREY – As part of Monterey County Convention and Visitors Bureau’s rebranding effort, the organization is changing its name to See Monterey, in addition to an annual business plan and new visitor profile study.

See Monterey launched its new name and approach at its annual meeting last week as part of what it calls a “ transformative journey.”

“We are thrilled to embark on this transformative journey as See Monterey. Our new business plan builds upon the successes of last year’s Long Term Strategic Plan while embracing innovation and sustainability for the future,” said Rob O’Keefe, president and CEO of See Monterey in a press release. “The rebranding captures the spirit of exploration that defines Monterey County and our elevated approach to planning and research helps us to better grow responsible tourism that ultimately generates community prosperity.”

Since 2012, the Monterey County Convention and Visitors Bureau has been using the See Monterey moniker on the MCCVB website.

“’See Monterey’ provides a more streamlined and more recognizable name for the organization,” said Emily Evans, See Monterey public relations director. “Additionally, ‘See Monterey’ embodies the essence of exploration and diversity of experiences that Monterey County has to offer.”

Since a web search for the MCCVB in the past has directed people to the See Monterey website, the name change clears up any confusion that the MCCVB and See Monterey are two separate entities, she said.

“As our website and social media handles have been SeeMonterey.com and @SeeMonterey, respectively, it provides congruency,” said Evans.

The See Monterey website was to reflect the rebrand and name change by Tuesday. The rebrand follows nearly a year of research and development including focus groups and surveys with drive, short-haul and long-haul markets.

As part of the rebranding, the tagline that has been used for more than 10 years, “Grab Life by the Moments,” is giving way to a new brand platform, “Find Your Way Here,” which is said to be more than a tagline, as it is an open invitation to not only travel to Monterey County but to seek connectivity within, according to the organization.

The organization hopes to build upon the momentum of last year’s Long Term Strategic Plan, meant to guide the destination and tourism economy into the future. The new 2023-24 Business Plan continues the ongoing effort to drive the potential growth of $2.2 billion in incremental visitor spending over the next decade, said See Monterey.

While working to foster sustainable and responsible tourism growth while encouraging longer stays, the Business Plan incorporates a multifaced approach including strategic marketing campaigns, an expansion of the visitor profile study, community engagement and collaboration with local partners and integrated business development sales initiatives.

See Monterey is taking strides to enhance its understanding of Monterey County visitors and their preferences by leveraging technology-enabled intercepts to elevate its research efforts across the destination, said O’Keefe. This research initiative marks the first comprehensive visitor profile study undertaken by the MCCVB since 2017 when in-person intercepts were solely conducted in high-traffic areas such as Cannery Row and Main Street in Salinas. The new study will embrace technology using QR codes in hotels, hospitality businesses, events and even on the MST Trolley. The initial report marks the differences in travel patterns coming out of the COVID pandemic. The technology-enabled intercepts are expected to survey double the number of individuals as previous studies, allowing for a more robust, data-driven and real-time analysis of visitor behaviors and preferences.

“Monterey County’s superpower has always been ‘inspiration’ and this new approach applies that power toward creating greater authentic connectivity. Connectivity with the natural beauty of the destination and our many diverse experiences,” said O’Keefe in the release. “Our research strongly indicated a desire for a heightened level of natural connectivity and that Monterey County provides it. Not just connections with the place but with friends, family and even within oneself.”