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Big Sur Destination Stewardship Plan

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Big Sur Destination Stewardship Plan Prepared by: Beyond Green Travel Cover Photo: Comet Neowise streaks across Big Sur Skies in July 2020 By Kodiak Greenwood Photography Table of Contents Acknowledgements............................................................................................. 2 Abbreviations ..................................................................................................... 5 Executive Summary ............................................................................................. 6 About Beyond Green Travel .............................................................................. 14 Introduction ...................................................................................................... 15 DSP Vision and Methodology ............................................................................ 22 History of Tourism in Big Sur ............................................................................. 24 Big Sur Plans: A Legacy to Build On ................................................................... 31 Big Sur Stakeholder Priorities and Survey Results .............................................. 44 The Path Forward: DSP Recommendations ....................................................... 54 Funding for Implementing Solutions .................................................................. 56 Accurate Visitor Management Data .................................................................. 65 Visitor Traffic Management ............................................................................... 69 Rethinking Bixby Bridge and Other Popular Visitation Areas .............................. 81 Public Restroom Availability ............................................................................... 88 Addressing Trash and Litter Problems ................................................................ 93 Back Country and Front Country Visitation Management .................................. 96 Visitor Education and Communication ............................................................ 103 Available Community Housing ......................................................................... 109 Timeline for Implementation ........................................................................... 113 Conclusion ...................................................................................................... 117 References ...................................................................................................... 119 Big Sur Sustainable Tourism DSP, p. 1 Acknowledgements It is with respect that this plan acknowledges the Big Sur Coast as being the ancestral home of three groups of Indigenous Peoples, speakers of the Salinan, Esselen and Ohlone languages. The Big Sur Sustainable Tourism Destination Stewardship Plan was led and written by Beyond Green Travel, a sustainable tourism and destination stewardship consulting firm, including Costas Christ, President; Sally Christ, Vice President; Nina Boys, Program Director; and Kate Daniels, Project Consultant. Many individuals throughout Big Sur, including residents and community members, as well as multiple stakeholder agencies and organizations that are active in the Big Sur Land Use area, contributed their time, energy, thoughts, and wisdom to the Destination Stewardship Plan (DSP) process. These contributions were instrumental in the development of the DSP. A special thank you goes to the DSP Steering Committee, who provided significant insights and guidance, including reviewing and strengthening the DSP’s recommendations. Members of the DSP Steering Committee include: Carissa Chappellet Lawyer and Board President, Big Sur Health Center Kirk Gafill President of Big Sur Chamber of Commerce and President/CFO of Nepenthe/Phoenix Corporation LaVerne McLeod Author, Community Member and Co-Coordinator of Big Sur Advocates for a Green Environment (B-SAGE) Lee Otter Strategic Advisor, Big Sur Land Use Plan Matt Harris Fire Chief, Big Sur Fire Mike Freed Co-Chair, California Task Force on Destination Stewardship and Owner, Post Ranch Inn Ryne Leuzinger Board Member, Community Association of Big Sur and Senior Assistant Librarian, CSUMB Yuri Anderson Chief of Staff to Supervisor Mary Adams, County of Monterey, District 5 Big Sur Sustainable Tourism DSP, p. 2 The DSP was funded in cooperation with the Monterey County Board of Supervisors and in partnership with the Monterey County Convention & Visitors Bureau and the community of Big Sur. Monterey County Convention & Visitors Bureau also provided reporting oversight during the development of the DSP. Special appreciation goes to the Community Association of Big Sur, which provided both additional funding and administrative support to the plan. Additional funding support came from the following individuals and organizations: Bill and Nancy Doolittle, Tim and Jean Weiss, Albert McFarland, Nancy Berry Big Sur Sustainable Tourism DSP, p. 3 Appreciation goes to each of the following individuals who graciously contributed funding, with the assistance of Monterey County Gives, in support of the DSP: Anneliese Agren Michael Lighty and Jay Farina L. Jayme “Jai” Alpert Scott and Meredith Manhard Beth Anderson and Chris Hartz Danielle Martin Joe and Wendy Burnett Bruce Merchant Corinne Colen Steve Moore and Suzanne Worcester Daniela de Sola and Libby Barnes Jennifer Morris Martha Diehl Jan Neal Eichorn Family Bill and Bette Nelson Kenneth Ekelund Jaci Pappas Debra Gavlak Margaret Peebles Kenneth Gough and Bridgette Dice Barbara Ray John Hain and Jennifer Allen Linda and Scott Rhoades Rich Hamilton Keely Richter Steven Harper Gaye Russel-Bruce Adrienne Herman Barbara Sexton Ann Hobson Sheila Sheppard and Gaston Georis John Ittelson and Bobbi Kamil Karin Strasser Kauffman Al and Mary Ann Jardine Barbara Thornbury Mary Kenney and Joe Pasqua Cammy and Tim Torgenrud Mary Ellen Klee Carlos Vasquez Lisa and Karl Kleissner Eby Wold Butch and Patte Kronlund Cameron and Frances Wolfe Jr. Heather Chappellet Lanier and Bradley Zeve Sidney Lanier Big Sur Sustainable Tourism DSP, p. 4 List of Abbreviations BGT Beyond Green Travel BSLUP Big Sur Land Use Plan BSMAAC Big Sur Multi-Agency Advisory Council CABS Community Association of Big Sur Caltrans California Department of Transportation CERT Community Emergency Response Team CHMP Coast Highway Management Plan CSUMB California State University at Monterey Bay Destination BC Destination British Columbia DMO Destination Marketing Organization DSP Big Sur Sustainable Tourism Destination Plan DUA Day Use Area GDP Gross Domestic Product GDS Green Destinations Standard GSST Green Scheme of Slovenian Tourism GSTC Global Sustainable Tourism Criteria IVUMC Interagency Visitor Use Management Council LPNF Los Padres National Forest LUAC Land Use Advisory Committee MCCVB Monterey County Convention and Visitors Bureau NGO Non-Governmental Organization PMC Parks Management Company SDG Sustainable Development Goal SLO San Luis Obispo County TDM Sustainable Transportation Demand Management Plan TIES The International Ecotourism Society TOTA Thompson Okanagan Tourism Association UNCTAD United Nations Conference on Trade and Development UNDP United Nations Development Program UNDRIP United Nations Declaration on the Rights of Indigenous Peoples UNWTO United Nations World Tourism Organization USTOA United States Tour Operators Association USFS United States Forest Service VUM Visitor Use Management WEF World Economic Forum WTTC World Travel and Tourism Council Big Sur Sustainable Tourism DSP, p. 5 Executive Summary “To protect and preserve the rugged, scenic, natural beauty of Big Sur and its cultural heritage, benefit the local economy, and foster a welcoming and sustainable community for generations to come.” - Big Sur Destination Stewardship Plan Vision Statement In 1950, there were 25 million international tourist arrivals around the world. Fast forward to 2019, and that number grew to 1.5 billion, with ongoing predictions that it will reach 1.8 billion by 2030 (UNWTO, 2020). Despite wars, natural disasters, public health emergencies, terrorist attacks and political instability through the decades, tourism has maintained its steady rise over time. So, too, has a growing volume of research and case studies revealing that tourism can be both an opportunity and a threat to the very places where visitors seek to spend their time. The difference between what makes it an opportunity or a threat comes down to whether visitation is carefully planned and managed. That is the main objective of the Big Sur Sustainable Tourism Destination Stewardship Plan (DSP), which was commissioned by the Monterey County Convention and Visitors Bureau (MCCVB) and the Community Association of Big Sur (CABS) to manage visitation in Big Sur in order to optimize tourism’s positive benefits and minimize its negative impacts. The primary role of the DSP is to act as a medium through which Big Sur community stakeholders are enabled to successfully address specific challenges related to visitation by also leveraging other plans relevant to Big Sur, such as the Coast Highway Management Plan (CHMP) and, most importantly, the Big Sur Land Use Plan (BSLUP). While there is a general belief among stakeholders and community members that some of the visitation challenges facing Big Sur can be addressed within the BSLUP and CHMP, the DSP multi-stakeholder consultation process revealed that a majority believe that a separate management plan is needed to help advance solutions
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