Monterey County Vacation Rental Alliance

Supporting Visitors, the Economy & our Neighborhoods

Monterey County Vacation Rental Alliance

The Monterey County Vacation Rental Alliance (MCVRA) is a coalition of homeowners and property managers in Monterey County. We represent, support, and protect residential vacation rentals. Vacation rental owners provide furnished homes to guests for stays of less than 30 days. We work to protect and support vacation rentals by working with elected officials, government staff, and the media. We monitor local legislation that could impact vacation rentals. Proposed laws and regulations are reviewed and a position is presented to government officials. If a proposed regulation is detrimental to vacation rentals, we mobilize our members to action in order to modify the regulation to get a win-win-win result – a win for the local economy, a win for neighborhoods, and a win for owners. We interface with the media to communicate the benefits and the issues resulting from proposed laws. Members of the Alliance believe strongly in responsible management to insure vacation homes fit seamlessly into neighborhoods. For our brochure, click here.

We have retained attorney Gary Patton to work with the County policy makers to facilitate an acceptable ordinance. He is a lawyer skilled in land use law. He also was a Santa Cruz County supervisor, and he knows Monterey County and City officials. His legal and political action advice is invaluable.

History and Achievements of MCVRA

December 7, 2016

Property managers and property owners have been renting homes on a short-term basis for many decades. In 1997, the Monterey County Board of Supervisors passed an ordinance permitting and regulating rentals of 30 days or less in all unincorporated areas of the County. The inland version of that ordinance went into effect but the coastal zone version was rejected and returned by the Coastal Commission for revision. The County failed to make the revisions thereby leaving coastal zone property owners without a permitting process, a situation in which short-term rentals (STRs) were neither permitted nor prohibited. Believing that it was the County’s intent to allow STRs, property managers and owner-operators registered their rentals to pay the applicable Transient Occupancy Tax (TOT) and continued to rent their properties. The County has collected hundreds of thousands of dollars over the years in TOT from these STRs.


Rather than take responsibility for its failure to complete the revision and ratification of the rental ordinance for the coastal zone, in 2013 the County began to cite and fine owners and property managers. One of our directors was initially fined $10,000 and then an additional $26,000.


The Monterey County Vacation Rental Alliance (MCVRA) was formed in 2014 to work with the Monterey County to create and adopt an ordinance that will get Coastal Commission approval and that will provide a fair and workable framework for STRs throughout the County.


In 2015 Monterey County released a memorandum publicly stating its opinion that STRs in the coastal zone are prohibited. Their argument is that, if STRs are not specifically permitted by regulation, they are therefore prohibited. The memorandum emboldened opponents to contact the County to cite and shut down dozens of STRs. Property owners and managers who do not comply are fined heavily. One owner faced a $100,000 fine. That owner sued the County but unfortunately, the court affirmed the County’s position.


Even though an ordinance for the inland region of Monterey County has been in effect since 1997, the situation is not much better. The inland regulations require a $6,000 application fee for a discretionary permit, the application fee is not refunded if a permit is not issued, and if you are lucky enough to get a permit, you are limited to rentals of 7 nights or more. Consequently, most property owners ignore the law and only 19 inland permits have been issued since 1997.


A new, fair ordinance for the entire County of Monterey is long overdue. The MCVRA Board of Directors and its members continue to volunteer countless hours toward this goal. We also monitor local city regulations affecting STRs and we take action when appropriate.


Though we are frustrated that we still do not have a new County ordinance, we have had some accomplishments. We:

  • Hired legal representation. We retained Gary Patton, a skilled land use attorney and former Santa Cruz County supervisor. His steady, insightful legal and political counsel has been invaluable. Gary advises and guides us as we meet with and appeal to Monterey County and local city officials, California Coastal Commissioners, Planning Commissioners, and planning department staff.
  • Stopped a proposed County ordinance in 2014. It would have limited rentals to just 7 nights per month and eliminated many existing STRs with a one-STR-per-15 acre density limit.
  • Commissioned an economic impact report. That report estimates STRs provide $131.8 million in benefit to the local economy and support 1,400 jobs.
  • Commissioned two separate public opinion polls. The most recent 2016 poll shows 66% of Monterey County residents think STRs are beneficial.
  • Drafted a proposed ordinance. With the help or our attorney, we drafted a proposed STR ordinance that contains the provisions we feel are important and should be adopted. We proposed this ordinance to County staff, Planning Commissioners, and County Supervisors as a starting point for the development of a new County ordinance. If they do not like our proposal, we strongly suggest they embrace the example of Pacific Grove's successful STR ordinance.
  • Helped defeat California Senate bill SB593 in 2015. That bill would have required online companies like HomeAway and Airbnb to report each STR owner and property manager to the local jurisdiction.
  • Saved the reasonable Pacific Grove STR ordinance in early 2016. When STRs in Pacific Grove came under attack by residents, MCVRA worked very closely with the Pacific to address the neighborhood issues and to save the ordinance. STRs were on the brink of being banned in the city.
  • Successfully lobbied the Monterey County Supervisors. In April 2016 we lobbied the Supervisors to direct County staff to develop an STR ordinance and present it to the Planning Commission “in the near future.” Without this effort, a new STR ordinance would never have come before the  Planning Commission.
  • Lobbied the Coastal Commission to intervene. After many contacts with the California Coastal Commission, it sent a letter to the County in June 2016 stating STRs are allowed in the coastal zone.
  • Conducted a survey of STR owners regarding affordable housing. This survey conducted throughout the incorporated and unincorporated areas of the County concluded that STRs have NO impact on affordable housing.


MCVRA directors along with many of our members continue to meet with Monterey County staff and decision makers. The voices of the opposition are loud and numerous. Without our strong presence in each and every meeting and hearing, we would undoubtedly get an onerous STR ordinance.


Your financial contributions have made a huge impact. Thank you! Without your contributions, your MCVRA directors would not succeed. We respectfully ask that each STR owner or property manager help this cause. Please go to www.mcvra.org/join-renew. Your all-volunteer MCVRA directors take not a dime. With your help, MCVRA will invest the many hours needed to guiding County Supervisors as well as encouraging city officials, to develop ordinances that will support STRs and allow your vacation rentals to prosper.


Together we will succeed,

Your MCVRA Directors

The Short Term Rental Alliance of California (STRACA)
MCVRA has now joined STRACA, a state-wide organization that helps and supports local  short-term rentals advocating for reasonable regulation and responsible management throughout California.  STRACA also advocates for reasonable state legislation. MCVRA is proud to be part of STRACA as a sub-chapter of the central coast region. For more information on STRACA, click here.

MCVRA is a also a member of the Monterey County Hospitality Association (MCHA), the Monterey County Convention & Visitors Bureau (MCCVB), and the Monterey Peninsula Chamber of Commerce (MPCC).