Steve John

It’s a sunny afternoon less than two weeks before the AT&T Pro-Am tees off, and work crews take advantage of a break between storms to build massive temporary structures on a gravel lot. Some 1,000 people are erecting entire buildings that – in just a few days – will house a bar, massage chairs and sports therapy rooms for golfers. In a trailer behind it all, the Monterey Peninsula Foundation has just relocated to its temporary office for the duration of the event.

The foundation is the operations brain behind the PURE Insurance Championship (formerly the Nature Valley First Tee Open) and the AT&T Pebble Beach Pro-Am, bolstered by the help of some 2,000 volunteers – “We oversee the entire tournament, from soup to nuts,” CEO Steve John says – and spends the rest of the year reviewing grant applications and donating millions of dollars a year to charity.

Last year alone, they awarded $10.8 million to organizations in Monterey, Santa Cruz and San Benito counties. They’ve tried to honor Bing Crosby’s original vision of supporting youth-oriented groups, but in recent years have expanded their reach, to also help fund things like body cameras for the Salinas Police Department.

After 25 years in the car business, John sold his Honda and Chevrolet dealerships in Santa Cruz, and in 2011, became CEO of the foundation. The 53-year-old spoke to the Weekly about golf, philanthropy and the importance of keeping the plumbing working.

Weekly: Your background is in business. How did you come to philanthropy?

John: In the car business, I was a firm believer in giving back to the community. You never saw me in a TV ad; I felt the best use of funds was to support the community. You’ve got to believe in it; you can’t just say it. The dealerships had numerous requests a day for sponsorships. We really took it seriously and had a group evaluate them, and had a budget for giving. Maybe I was raised properly, I don’t know.

When the earthquake came, we lost our building, it was red-tagged. Our community supported us. In the downturn of 2008, we felt the effects, but the community supported us because we supported them.

It seems like you are bringing attention to and trying to bridge a major wealth disparity. Here you are in Pebble Beach preparing for a golf tournament, while raising money for people in other parts of Monterey County who live in poverty.

Fifteen miles away from this position we’re sitting in, it’s nothing like Pebble Beach. Our volunteers really recognize the value they bring to the table, and how four days of golf can change thousands of lives. We remind the players that’s what they’re really here for. Pro golfers, yes, they’re playing for big purses, but to every tournament, there’s a charitable arm. All tournaments in the PGA tour are run by nonprofits, and the PGA raised $166 million last year, and a cumulative $2.6 billion. It’s a staggering number.

Any particular standout moments for you during your years with the foundation?

Three years ago, a young man named Chris Meyers was at the [par five] final hole of the Nature Valley First Tee. He hit a second shot, and it went in. We believe it’s the only double eagle in Pebble history to win in the final round of a professional tournament. It’s the most remarkable shot I’ve ever seen. Just the look on his face – he was jumping up and down, high-fiving – I’m sure he’ll never forget it for the rest of it his life. I haven’t.

Do you play much golf yourself?

Now I’m in the golf business, and I don’t play as much as I used to. I’m also a pilot and I fly, and I’m getting a new plane soon. Right now, my hangar at Monterey Airport is full of Christmas ornaments.

Do you get to watch the AT&T Pro-Am from up close during the event?

When I’m out on the course, I’m not even watching the golf. I’m looking at the toilets and the trailers and the fence lines and rope lines to see if there’s something that’s not right, and catch it before it becomes a problem.

We’re here at 5am, and leave at 10pm or 11pm some nights. You just throw the clock away for that week. You’re on a high. With the energy level all the contestants and volunteers and everyone brings to this event, you just flow.

Learn more at www.montereypeninsulafoundation.org