Organizations Filed Purposes:
TO PROMOTE THE COMMON INTEREST OF, AND IMPROVE BUSINESS CONDITIONS FOR, CARMEL HOSPITALITY BUSINESSES THROUGH THE DEVELOPMENT AND OPERATION OF A HOSPITALITY IMPROVEMENT DISTRICT (HID), RESTAURANT IMPROVEMENT DISTRICT (RID), AND OTHER PROGRAMS AND INITIATIVES.
FOCUS OF PROGRAMS IS TO PROM0TE CARMEL-BY-THE-SEA AS A WORLD-RENOWNED DESTINATION, AND PROVIDE SPECIFIC BENEFITS DIRECTLY TO THE ASSESSED CARMEL HOTELS AND RESTAURANTS BY INCREASING REVENUE FROM OVERNIGHT STAYS, AND GROSS FOOD/BEVERAGE SALES. IN 2020 THESE PROGRAMS WERE EXECUTED BY USING AN INTEGRATED APPROACH TO DESTINATION MARKETING CONSISTING OF PAID MEDIA (DIGITAL,PRINT, TV), EARNED AND OWNED MEDIA, AND PRINTED MATERIALS, AMONG OTHER TACTICS. IT SHOULD BE NOTED THAT MOST OF 2020 WAS A PANDEMIC YEAR WHICH DRAMATICALLY IMPACTED THE MARKETING PROGRAMS AND STRATEGIES. MORE ATTENTION WAS FOCUSED ON IN-MARKET MESSAGING AND COMMUNITY RELATIONS, THAN IN A TYPICAL YEAR.
Executives Listed on Filing
Total Salary includes financial earnings, benefits, and all related organization earnings listed on tax filing
| Name | Title | Hours Per Week | Total Salary |
|---|
| Amy Herzog | Executive Dir. | 40 | $118,752 |
| Pam Sheppard | Secretary | 2 | $0 |
| Rich Pepe | CEO | 2 | $0 |
| John Lloyd | Director | 1 | $0 |
| Ken Spilfogel | Director | 1 | $0 |
| Mary Crowe | Director | 1 | $0 |
| Mark Watson | CFO | 4 | $0 |
| Chris Whitman | Director | 1 | $0 |
| Chip Rerig | Director | 1 | $0 |
Data for this page was sourced from XML published by IRS (
public 990 form dataset) from:
https://s3.amazonaws.com/irs-form-990/202111619349301331_public.xml