WhatsUpMonterey

Built and Operated by eLab

WhatsUpMonterey was conceived, designed, developed and operated by eLab Communications as a destination and local discovery platform for the Monterey Peninsula.

Rather than building only for a client brief, eLab operates the platform as a real publishing business—managing technology, editorial content, audiences, advertisers, events and ongoing product development. That direct operating experience gives eLab a practical perspective on how digital platforms perform after launch, not just how they look when they go live.

• eLab-owned media platform
• More than a decade of operation
• Custom product development
• Ongoing platform improvement
• Publishing and audience operations
• Advertising and monetization

A Custom Destination + Discovery Platform

WhatsUpMonterey is entirely custom built by eLab Communications, including the public experience, publishing tools, administrative systems and reporting functionality behind the platform.

The site brings together places to stay, dining, attractions, events, local businesses, editorial content and visitor resources within a responsive experience designed for both travelers and local audiences.

The underlying platform is built on proprietary eLab technology and has continuously evolved as new publishing, advertising and audience needs have emerged.

• Custom web application
• Proprietary platform architecture
• Responsive and mobile-first experience
• Custom content management
• Business and destination listings
• Custom reporting tools
• Administrative workflows
• Ongoing product development

Events, Listings + Local Discovery

The platform combines destination content with a substantial event and business-information system designed to keep visitors informed about what is happening across the Monterey Peninsula.

eLab manages event publishing, business listings and editorial curation through a white-glove model rather than relying entirely on self-service submissions. This allows the platform to maintain stronger quality control while giving businesses and event organizers direct support from the eLab team.

The platform also includes visitor-facing discovery tools such as itinerary creation and sharing, allowing users to organize places and experiences and send their plans to others.

• Event management system
• Business and destination listings
• White-glove content management
• Editorial curation
• Visitor itinerary creation
• Send-to-a-friend functionality
• Local discovery tools

Advertising + Event Marketing

WhatsUpMonterey operates as both a publishing platform and an advertising channel for businesses, attractions, hospitality brands and event organizers seeking visibility with Monterey Peninsula audiences.

eLab develops custom advertising programs around each advertiser’s objectives rather than limiting partners to a single listing product. Opportunities can include business listings, display advertising, sponsored content, newsletter placements, editorial integration and tailored campaign packages.

Event marketing is a particularly important part of the platform, giving organizers access to audiences actively searching for things to do, major regional events and Monterey Car Week programming.

• Business advertising programs
• Display advertising
• Sponsored content
• Newsletter placements
• Event advertising
• Custom campaign packages
• Advertiser reporting
• White-glove advertiser support

Audience + Content Engine

WhatsUpMonterey combines technology with an ongoing editorial and audience-development operation managed by eLab Communications.

The platform publishes original destination stories, event coverage, guides and local recommendations supported by photography, video, social media and email marketing produced and managed internally by eLab.

The current audience includes more than 250,000 annual readers, more than 1.5 million pageviews, more than 60,000 email subscribers and a social audience of more than 30,000 followers.

Strong organic search visibility also helps the platform consistently reach visitors researching high-value Monterey Peninsula travel, hospitality and event topics.

• 250,000+ annual readers
• 1.5M+ pageviews
• 60,000+ email subscribers
• 30,000+ social followers
• Original editorial content
• Photography and video production
• Email marketing
• Organic search visibility

Monterey Car Week

One of WhatsUpMonterey’s most significant specialty publishing areas is the Monterey Car Week Guide, developed by eLab as a comprehensive resource for one of the world’s most recognized automotive weeks.

The guide brings together events, auctions, automotive experiences, editorial coverage and advertising opportunities for collectors, enthusiasts, visitors and industry partners planning their time during Car Week.

It has become a leading Monterey Car Week planning and discovery resource and also serves as a specialized advertising and event-marketing channel for automotive brands, auctions, organizers and related businesses.

• Monterey Car Week Guide
• Automotive event discovery
• Auction and event coverage
• Specialty editorial content
• Car Week email audience
• Automotive advertising
• Event marketing
• Brand partnerships