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On Dec. 14, the Monterey County Hospitality Association holds its holiday lunch at The Inn at Spanish Bay. The organization will award the 2021 Hospy to its volunteer of the year during the annual event, which supports the Food Bank for Monterey County.
Members will also honor outgoing Monterey County Hospitality Association Executive Director Bonnie Adams, who led the trade association for 22 years.
Since the mid-1970s, various advocacy groups served Monterey Peninsula restaurants and hotels. In 1990, those organizations came together as Monterey County Hospitality Association and focused on hospitality businesses countywide.
Adams worked with the new organization for 10 years through Bostrom Management before becoming the Monterey County Hospitality Association’s executive director in 2000. She retired last month, transferring leadership to Kristin Horton of Solterra Strategies, a Central Coast-based branding and marketing agency.
During her Monterey County Hospitality Association tenure, Adams strengthened the Monterey County Hospitality Association’s financial stability. She worked with industry colleagues to raise awareness around tourism’s major economic impact and collaborated with agriculture and business leaders, city council members and county supervisors. Adams helped strengthen the Monterey County Hospitality Association’s government affairs outreach, advocating for a long-term sustainable water source, affordable housing, transportation and other priorities. She also led efforts to support businesses impacted by COVID-19.
“In early 2020, MCHA formed a task force that met weekly during the height of the pandemic. Bonnie sent out updates to members, sometimes daily,” says Monterey County Hospitality Association Government Affairs Director Gary Cursio, former board chair and member for more than 20 years. “What Bonnie brought to MCHA is not measurable. Without her leadership, we would not be the vibrant, solvent and well-run association that we are today.”
“Bonnie’s accomplishments are massive,” says WeatherTech Raceway Laguna Seca President John Narigi, a 26-year Monterey County Hospitality Association member and former board chair. “She has been a steady force in the most humbling way, and that allowed MCHA to grow into the organization it is today. MCHA members and boards owe her tremendous gratitude.”
Also significant was Adams’ expansion of hospitality education and recognition programs.
“Employees are the most important people in our industry. Bonnie brought employee recognition events to new heights,” says Cannery Row Co. Chairman and CEO Ted Balestreri, another longtime Monterey County Hospitality Association member. “Every year, as many as 700 people help us honor hotel and restaurant employees with the Papa Vince Award and other awards for hospitality professionals who provide outstanding service.”
Adams lists advancing educational programs, building connections with Rancho Cielo and working with Monterey County Hospitality Association committees to increase revenue, attendance and professionalism at recognition events, including the annual Monterey County Hospitality Association dinner and golf tournament, among the highlights of her time with the organization. While she’ll miss working with current and past board members, government affairs directors, volunteers and members, she will continue consulting through AdComm IV, the marketing and management firm she operates with her husband, Steve.
“The people and industry camaraderie are the most rewarding part of this job, so I look forward to staying involved in hospitality,” Adams says. “Retiring is bittersweet, but MCHA is a strong organization that’s in a great position to grow and expand its impact.”
The Monterey County Hospitality Association (www.mcha.net) is the trade association serving the local tourism industry with advocacy, education and employee recognition programs. To purchase tickets for the December 14 Annual Holiday Lunch, visit www.mcha.net or email Kristin Horton at kristin@mcha.net.
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