Carmel-by-the-Sea, Calif., is targeting groups in the 10- to 250-person range through a new coalition that includes the city of Carmel, the chamber of commerce and the Carmel Innkeepers Association. Together, they’ve created an entity called the Carmel Hospitality Improvement District.

Its goal is to promote the town’s attractions, events, lodging properties and meeting venues. District organizers point to the recent remodeling of the Sunset Cultural Center as a catalyst for the effort. Sunset Center, a historic 700-seat performing arts venue, now has meeting rooms of 1,885 square feet (reception: 150), 704 square feet (reception: 49), and two at 693 square feet (reception: 49 each). A 3,280-sq. ft. outside upper terrace can hold up to 200 people.

Carmel, a town in central California with a population of about 3,700, is served by Monterey Regional Airport (MRY), about 10 minutes from downtown. The airports in San Diego, San Francisco, San Jose, Los Angeles, Las Vegas, Denver and Phoenix all have direct flights to the Monterey airport.

For details on the new district, visit