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The Big Sur coast south of Carmel

Issue No. 1 · October 20, 2026 · The Submarket Overview

Monterey Peninsula
Hotel Investor Weekly

Six submarkets, roughly 10,000 rooms, one of the most supply-constrained lodging coasts in America. The numbers, the owners, the entitlements, the debt, and what is actually for sale.

Why this exists

There is no public scorecard for hotel real estate on the Monterey Peninsula. STR data sits behind the visitors bureau, Atlas Hospitality's county lines are not published, and most inn sales close without a press release.

Every week, one submarket and one property: keys, ownership, last capital event, the debt behind the deal, and our read on value. Every figure traced to a primary source.

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In Issue No. 1

The Submarket Overview

  1. The Peninsula at a glance: 10,110 STR-tracked rooms, 2025 ADR and RevPAR by jurisdiction
  2. The five-year arc: hotel-tax trends FY2017–FY2025 for Monterey, Pacific Grove and Carmel; county visitor spending 2018–2025
  3. Carmel-by-the-Sea: 970 rooms, the 948-key cap, the coming key-transfer market, Measure M
  4. Pebble Beach: one owner since 1999, 200 entitled rooms never built
  5. Monterey: 4,729 rooms, a $35M hotel-tax base, aging stock and the Marriott's debt
  6. Pacific Grove: Asilomar's 2029 concession, the new Kimpton, the 206-key Tin Cannery
  7. Big Sur: Ventana's $2.5M per key, Highway 1 reopened, the 300-unit cap
  8. Carmel Valley: three resorts, one listing, and the Water Board hearing on Nov 5
  9. Transaction ledger 2017–2026, the watch list, and the next six issues

The next six issues

Oct 27Carmel-by-the-SeaFeatured: La Playa Hotel
Nov 3Pebble BeachFeatured: The Lodge
Nov 10MontereyFeatured: Monterey Plaza
Nov 17Pacific GroveFeatured: Kimpton Mirador
Nov 24Big SurFeatured: Post Ranch Inn
Dec 1Carmel ValleyFeatured: Carmel Valley Ranch