Monterey Car Week to bring 100,000 visitors

Monterey Car Week opens on Friday, Aug. 7, with organizers expecting more than 100,000 visitors to spread across the Monterey Peninsula over 10 days. Visit Monterey County and local broadcaster KSBW said the festival is projected to generate more than $130 million in spending in Monterey County during the run through Aug. 16. The event has grown into a countywide cluster of races, auctions, concours shows and manufacturer debuts rather than a single-ticket gathering. This year's calendar lists more than 35 events across Monterey, Carmel, Pebble Beach, Pacific Grove, Seaside and nearby venues. ### Where does the 100,000-visitor estimate come from? KSBW reported on Aug. 5 that businesses in Monterey County were preparing for a 10-day event expected to attract more than 100,000 visitors and generate more than $130 million in spending. The station said the estimate excludes some private auction sales and local ancillary spending, making it a narrower measure than the total flow of money tied to the week. (ksbw.com) A Visit Monterey County information sheet for 2026 describes Car Week as a 10-day event running Aug. 7-16 across Carmel-by-the-Sea, Carmel Valley, Marina, Monterey, Pacific Grove, Pebble Beach and Seaside. A separate release distributed this week said the spending supports hotels, hospitality businesses, employment and more than 100 local charities tied to Car Week events. (ksbw.com) ### What actually happens during Car Week? Monterey Car Week's official tourism listings show a schedule built around major anchors rather than one continuous festival site. The week includes the Rolex Monterey Motorsports Reunion at WeatherTech Raceway Laguna Seca, multiple auction houses, marque-specific gatherings, public car shows and the Pebble Beach Concours d'Elegance. (issuu.com) KSBW's event guide says the 2026 program runs from Aug. 7 through Aug. 16 with races, concours events, luxury-car unveilings, auctions and community shows across the peninsula. The same guide lays out a day-by-day schedule that builds toward the final weekend, when the biggest auctions and concours events are concentrated. (seemonterey.com) ### Why is the spending figure watched so closely? Monterey County has long treated Car Week as one of its biggest tourism draws, and See Monterey's reports page includes annual travel-impact studies and Car Week-specific economic material. A Monterey County Car Week economic-impact survey posted by the tourism bureau shows the county has commissioned formal attendee and spending analysis for the event. (ksbw.com) KSBW reported that local businesses were staffing up and preparing inventory ahead of the influx. The station quoted business owners describing Car Week as unlike any other week of the year for customer traffic. ### Which events are likely to draw the most attention this year? Aug. 16 will host the 75th Pebble Beach Concours d'Elegance, the best-known public finale of the week. (seemonterey.com) The official Monterey Car Week tourism page also highlights The Quail, A Motorsports Gathering, the Rolex Monterey Motorsports Reunion and the high-profile auction calendar as signature draws. (ksbw.com) This year's broader schedule also includes free and lower-cost public events alongside invitation-heavy gatherings and auction tents. The tourism listings and local guides show activity beginning with opening events on Aug. 7 and accelerating from Aug. 12 through Aug. 16, when previews, sales and concours judging overlap across the peninsula. (seemonterey.com) ### What happens next on the calendar? Friday, Aug. 7, marks the start of Monterey Car Week 2026, with the official schedule running through Sunday, Aug. 16. The final day centers on the 75th Pebble Beach Concours d'Elegance, while auctions, motorsports events and brand showcases are scheduled throughout the preceding week on the Monterey Peninsula. (seemonterey.com)