Visit Carmel

Visit Carmel is the official destination marketing organization (DMO) for the City of Carmel-by-the-Sea, and is a private, non-profit 501(c)6 organization dedicated to promoting Carmel-by-the-Sea as an overnight destination and charged with managing the marketing programs for the Carmel Hospitality Improvement District and the Carmel Restaurant Improvement District.
Annual Report

Executive Director

  • Amy Herzog, amy.herzog@carmelcalifornia.com

Board of Directors

  • Carrie Theis, (Chair), Hofsas House
  • Mark Watson (Treasurer), Inns-by-the-Sea
  • Candace Fecteau (Secretary), Stilwell Hotels
  • Susan Dampier, La Playa Carmel and Hotel Carmel
  • Brandon Swanson, City of Carmel
  • Rich Pèpe, Pèpe International
  • Greg Ahn, Folktale Group
  • Pam Sheppard , Horizon Inn and Ocean View Lodge
  • Mark Stilwell, Stilwell Hotels

Advisory MemberS

  • Tim Twomey, Carmel Residents Association
  • Kati Enea, Carmel Chamber of Commerce
  • Chris Morello, Monterey Regional Airport

The Carmel Hospitality Improvement District (CHID) was formed in late 2015 and implemented a five-year program beginning March 1, 2016. In late 2020, the CHID was renewed for a 10-year term from March 1, 2021 until February 28, 2031.

The CHID is an assessment district proposed to provide specific benefits to payors, by funding marketing and sales promotion efforts for assessed businesses. This approach is employed by most other tourism destination throughout the country to provide the benefit of additional room night sales directly to assessed lodging businesses. The CHID is performing its responsibilities under the State Property and Business Improvement District Law of 1994 and City of Carmel-by-the-Sea Resolution 2016-04.

VISIT CARMEL is a private, non-profit 501(c)6 organization which serves as the CHID Owner's Association as governed by its Management District Plan. Said plan also allows Visit Carmel to enter into a contract with the City of Carmel-by-the-Sea pursuant to the streets and Highways Code sections 36612 and 36651, which provide that a nonprofit corporation shall serve as the Owners' Association and shall not be considered a public agency.

CHID Management District Plan

Similarly to the CHID, upon identifying an opportunity to generate supplemental funding in order to accomplish mutually beneficial goals, Carmel-by-the-Sea full-service restaurants formed the Carmel Restaurant Improvement District (CRID) in late 2018 and implemented a five-year program beginning January 1, 2019, which was then renewed in 2024 through 2033. The CRID is performing its responsibilities under the State Property and Business Improvement District Law of 1994 and City of Carmel-by-the-Sea Resolution 2018-107. Visit Carmel serves as the Owner's Assocation for the CRID in accordance with its Management District Plan.

CRID Management District Plan

Restaurant marketing Management Committee

  • April Montgomery, Links Club  (Chairperson)
  • Anthony Carnazzo , Stationaery
  • Greg Ahn, Folktale Group
  • Monique Black, Chez Noir
  • Susan Dampier, Bud's and Brophy's
  • Janet Elarmo, Aubergine
  • Gian Pepe, Pepe International
  • Sunny Shour, Bud's and Brophy's
  • Ashley Wolff, Jeju Kitchen

Upcoming Meetings: 
Tuesday, September 15 - CRID Marketing Committee Meeting, 10 am at Sunset Center - Chapman Room
Thursday, September 24 - Visit Carmel Regular Board Meeting, 2:30 pm at Stilwell Hotel Meeting Room
Thursday, October 15 - Visit Carmel Regular Board Meeting, 2:30 pm at Sunset Center - Chapman Room

All meetings are open to the public.

Agendas & Minutes

Annual Community Meeting tentatively scheduled for January 21, 2027

PR & Social Agency:  J/PR
carmelbythesea@jpublicrelations.com

Marketing & Media Contact:  Jeff Burghardt
jeff@carmelcalifornia.com

Visit Carmel seeks to create a safe and inviting digital environment for all, from longtime fans of Carmel-by-the-Sea to those looking to visit for the very first time. That is why we ask everyone to treat each other with respect and kindness at all times, especially during disagreements. Visit Carmel reserves the right to hide any comments that we find to be counterintuitive to this goal. That includes:

  • Messages that are misleading or false; in the interest of keeping all of our visitors safe, we do not support spreading misinformation.
  • Messages posted by anonymous or robot accounts.
  • Deliberate provocation of other community members in the form of intentional trolling, troll baiting or flaming.
  • Racist, hateful, sexist, homophobic, slanderous, insulting or life-threatening messages.
  • Messages that contain name-calling, personal attacks or defamatory statements.
  • Serious, unproven, or inaccurate accusations against individuals or organizations.
  • Abusive, aggressive, coarse, explicit, vulgar, violent, obscene or pornographic messages.
  • Messages that infringe on copyrights.
  • Messages for advertising purposes.
  • Messages that suggest or encourage illegal activity.

We appreciate your support and thank you for your cooperation.

Brand Style Guidelines