Hotel revenue and fundraising for charities increase during this year's Car Week.

This year's Car Week is now in Monterey County's rearview mirror but it's economic impact lives on after hotel occupancy rose by 3.8 percent thanks to a 5.6-percent increase in demand. The result was hotel revenue of $55.5 million, a 14.4-percent increase over last year, See Monterey announced on Wednesday, Aug. 26. 

Even during peak demand, hotels made discounted rooms available to people displaced due to the Timber Fire, as well as to firefighters.

In addition to the increased hotel revenue, local charities will benefit from $4.3 million raised by the 75th Pebble Beach Concours d'Elegance, an increase over last year's $4 million mark. This year's amount pushed the event's lifetime charitable giving past the $50 million milestone, with more than half of that total raised in the past decade.

The funds raised by the Pebble Beach Company Foundation support more than 130 nonprofits dedicated to the improving the education, health and well-being of Monterey County children. Organizations include the Boys & Girls Clubs of Monterey County, Natividad Medical Foundation, Monterey County Youth Museum and others.

Other events that included philanthropy included the Quail Auction by Broad Arrow Auctions, which directed a portion of proceeds to Rancho Cielo, among others. The Monterey Auction by RM Sotheby's supported the Rotary Club of Monterey for distribution to nonprofits. Concours for a Cause in Carmel benefits more than 25 local charities.

"Monterey Car Week is extraordinary not only for the cars and events that attract visitors from around the world, but for what it gives back to Monterey County," said Janine Chicourrat, chair of the See Monterey Board of Directors and managing director of the Portola Hotel & Spa, in a press release.

"It's a powerful example of how tourism can create lasting local benefits and extend well beyond the visitor experience," she said.

This year's Car Week also saw the most expensive American car ever sold at auction with the sale of a 1964 Shelby Cobra Daytona Couple for $42.905 million. A 2026 Ferrari Luce "Tailor Made" charity lot sold for $40 million, with all proceeds benefiting educational programs through the Ferrari Foundation.

According to See Monterey, Car Week traditionally attracts more than 100,000 visitors and generates an estimated $130 million in visitor spending every year.

"[The impact] extends to our hotels, restaurants and small businesses, supports our nearly 28,000 hospitality workforce and importantly, generates meaningful funding for organizations serving our local communities," said Rob O'Keefe, president and CEO of See Monterey.