Monterey Newspapwr predicts Car Week Turnout at 85,000

explain what to expect for a…

THINGS TO DOEVENTS
Officials explain what to expect for a fast-approaching Monterey Classic Car Week
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Classic cars arrive at the Concours on the Avenue car show in Carmel in 2015. (Monterey Herald file)
By TESS KENNY | [email protected] |
PUBLISHED: July 27, 2021 at 2:52 p.m. | UPDATED: July 27, 2021 at 3:07 p.m.


LAGUNA SECA — Logistically, wider event spaces, limited international travel, and possible proof of vaccination or a negative COVID-19 test stand to place this year’s Monterey Classic Car Week in a class of its own. But at its core, the event will retain the same appreciation for all things auto it has celebrated for decades.

Excitement over Car Week’s coveted return to the Peninsula is palpable among organizers as the events quickly approach. Tuesday morning, at a roundtable hosted by the Monterey County Convention and Visitors Bureau, officials gladly greeted one another face to face for the first time in months to discuss any changes made to the 10-day affair, which is scheduled from Aug. 6-15.

Event partners present at the forum included representatives from Monterey County, the Pebble Beach Chamber of Commerce, WeatherTech Raceway Laguna Seca, the Carmel Foundation, Big Sur Food & Wine Festival and Quail Lodge Resort and Golf Club, each eager to welcome back one of Monterey County’s largest events.

“This is really that first big massive event and touchstone for the year and for all the reopening,” said Lindsey Guinn, the Monterey County Convention and Visitors Bureau’s director of marketing communication. “(Car Week) might not quite look like it has before, but we just (hope) organizers feel good about their events, the community feels good about how things are being managed and that visitors are getting a great experience.”

After last year’s cancellation confined cars to their garages and visitors to their homes, uncertainty grew over how Car Week 2021 would look in terms of itinerary, economic impact and atmosphere.

As Aug. 6 approaches, however, officials are growing more and more optimistic, as are predicted numbers for the nearly 30 events planned.

Forecasting data from the county anticipates that this year’s Car Week will yield an economic impact of $67 million, as compared to the $53.5 million generated in 2014. Estimated based on previous surveys, growth patterns over the past few years and economic recovery numbers throughout the pandemic, the data looks promising for the county’s post-COVID-19 comeback despite decreased international travel.

Based on 2014 survey data, Car Week brings about 85,000 visitors to the Peninsula over the 10-day period each year. Yet a large portion of those visitors are typically international, said Rob O’Keefe, CEO of the Monterey County Convention and Visitors Bureau. With the pandemic still affecting willingness and feasibility of international travel, O’Keefe expects Car Week’s usual clientele to be a little different.

Different, however, may not mean fewer.

Pointing to hotel occupancy for this year’s Car Week, which is on par with 2019 rates, O’Keefe said he believes 2021’s celebration could measure up to years past even without foreign car aficionados in the mix.

This is in part due to expanded drive and regional visitor markets, O’Keefe explained. Usually, visitors driving to their destinations have a road trip tolerance of around three hours, but travel restrictions imposed during the pandemic expanded that tolerance to six hours. The outskirts of the drive market for the Peninsula are no longer limited to nearby neighbors but allow for some out-of-state attendees as well.

Likewise, lifted restrictions have opened opportunities for air travel once again, expanding the regional market to restless visitors from around the country. Together, the widened markets encourage O’Keefe to expect a turnout similar to previous years.

“If we were to get 80-90% of 85,000 visitors, that would still be a pretty good Car Week for us,” he said. “As far as future car weeks are concerned, we’ll get (international visitors) back in full mass next year … but for now we expect we’re going to see what we’ve seen in the past, the same deep appreciation for (Monterey) and love for cars.”

To preserve Car Week’s integrity without compromising safety or comfort, individual events have implemented modifications as necessary in accordance with current COVID-19 recommendations and concerns.

Only 450 cars will race in this year’s Rolex Monterey Motorsports Reunion starting Aug. 12, instead of the event’s typical 550 participants, according to Barry Toepke, director of heritage events and public relations for WeatherTech Raceway.

“It’s purposely down,” said Toepke. “We wanted to expand the paddock space and give the customers a little bit better experience.”

Similarly, the Quail Lodge and Golf Club’s vintage automobile event on Friday, Aug. 13 will be limited to 5,000 visitors, 1,000 less than what was previously welcomed. The Quail will also expand its event fields and provide hand sanitizer to every guest that enters to ensure attendees feel comfortable as they peruse rare motorsport collections.

To attend Carmel’s Concours on the Avenue, visitors must present either proof of vaccination or a negative COVID-19 test taken no more than three days before the event on Tuesday, Aug. 10. Otherwise, guests will be required to wear a mask. The concours will also impose a strict event perimeter to limit crowding through downtown Carmel, said CEO of the Carmel Foundation Holly Zoller during the forum.

While Pacific Grove does not plan to impose capacity limits for its Car Week events, which include the Classic MotorSports Magazine Monterey Kick-Off Cruise-In, the Little Car Show and the Pacific Grove Concours Auto Rally, the city intends on responding to the pandemic in a different way.

Pacific Grove Chamber of Commerce will distribute coupons for $10 off any meal at a choice of 36 restaurants in the city to those who register in one of the city’s three Car Week events, generating buzz for local businesses impacted by COVID-19.

More information on specific events and Car Week itself can be found at https://www.seemonterey.com/events/sporting/concours/. The website also features an interactive map to display locations of Car Week events at https://www.seemonterey.com/events/sporting/concours/monterey-car-week-travel-alerts/.