Highway 1 reopening tourism marketing
Summary
The board chose to spend $6,500 on Highway 1 reopening marketing rather than World Cup campaigns, with matching funds from Visit SLO CAL and Sojern doubling the reach. The money comes from the existing co-op marketing and FAM hosting budget lines.
At a glance
- Total mentions
- 2
- Last 30 days
- 0
Last discussed Aug 12, 2026.
Impact analysis
$6,500 from existing TBID budget lines, effectively matched by partners.
Local hotels and tourism businesses get extra promotion aimed at San Francisco and LA road-trippers.
Big Sur-area businesses and visitors affected by the Highway 1 closure.
Mentions & discussions (2)
Tourism Business Improvement District Board
With Highway 1 closed near Big Sur due to the Timber Fire, Visit SLO CAL and Monterey tourism teams are directing travelers to Highway 101 and lined up more than ten local hotels offering evacuation rates within minutes.
Tourism Business Improvement District Board
The board chose to spend $6,500 on Highway 1 reopening marketing rather than World Cup campaigns, with matching funds from Visit SLO CAL and Sojern doubling the reach. The money comes from the existing co-op marketing and FAM hosting budget lines.
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