New Leadership at Santa Monica Travel & Tourism: Charlie Lopez-Quintana to Lead Board into 2026

Santa Monica has always been more than just a beach town; it is a global icon of California luxury, coastal culture, and community spirit. As the city approaches one of the most significant stretches in its modern history—a period defined by world-class sporting events and historic milestones—Santa Monica Travel & Tourism (SMTT) has officially announced the leadership team that will steer the ship.

The appointment of the 2026 Board of Directors Executive Committee marks a strategic pivot for the city. With a blend of luxury hospitality expertise, local civic history, and entertainment veteran leadership, the new board is tasked with ensuring Santa Monica remains a premier destination on the international stage.

A New Visionary at the Helm: Charlie Lopez-Quintana

Taking the reins as Chairman is Charlie Lopez-Quintana, a name synonymous with excellence in the luxury hospitality sector. Lopez-Quintana currently serves as the Vice President and Managing Director of ETC Hotels, the parent company of two of Santa Monica’s most prestigious landmarks: Shutters on the Beach and Hotel Casa del Mar.

With over 25 years of experience, Lopez-Quintana isn’t just a corporate executive; he is a curator of “the guest experience.” His background includes leadership roles at the Terranea Resort and multiple Ritz-Carlton properties. Having served as Vice Chair of the SMTT board during the 2024-25 term, his ascension to Chairman represents a seamless transition at a time when stability and vision are paramount.

“2026 marks an inspiring moment for Santa Monica as the city steps into the global spotlight,” Lopez-Quintana remarked. He highlighted a “perfect storm” of upcoming events—the Route 66 Centennial, the FIFA World Cup, Super Bowl LXI in 2027, and the 2028 Olympic Games—as unique opportunities to drive economic growth and showcase the city’s seaside charm.

The Powerhouse Executive Committee

Lopez-Quintana is joined by a team of industry heavyweights, each bringing a specific flavor of expertise to the table:

• Vice Chair: Jeff Klocke. As the CEO of Pacific Park on the Santa Monica Pier, Klocke represents the heartbeat of the city’s tourism. With over 30 years in the industry and a board tenure dating back to 2019, Klocke understands the mechanics of high-volume tourism better than anyone.
• Treasurer: Simon Fricker. The General Manager of the Fairmont Miramar Hotel & Bungalows, Fricker brings more than two decades of international boutique-luxury experience. His role will be vital in managing the fiscal strategies required to market Santa Monica to a global audience.
• Secretary: Karen Ginsberg. Representing the civic and community pillar, Ginsberg is a longtime resident who spent 25 years working for the City of Santa Monica, eventually retiring as the Director of Community and Cultural Services. Her deep understanding of the city’s internal workings ensures that tourism growth remains sustainable and respectful of the local community.

Why 2026 Matters: The Road to the Olympics

The timing of this leadership change is no coincidence. The next few years represent a “pivotal era” for Southern California. Misti Kerns, President and CEO of SMTT, expressed immense confidence in the new appointments, noting that Lopez-Quintana’s expertise is exactly what the city needs to navigate these high-stakes years.

The Route 66 Centennial in 2026 is perhaps the most sentimental of these milestones. As the “End of the Trail,” the Santa Monica Pier will be the focal point for thousands of travelers retracing the historic American journey. This event serves as a massive “pre-game” for the 2028 Olympics, where Santa Monica will host several key events.

Economic Impact and Local Heritage

Beyond the glitz of international events, the new board’s mission is deeply rooted in local economics. Tourism is a primary engine for Santa Monica’s economy, supporting local businesses, public services, and jobs.

The strategy under Lopez-Quintana appears to be one of “meaningful economic impact.” This means moving beyond just filling hotel rooms; it’s about creating an ecosystem where the influx of global visitors translates into long-term benefits for the residents of Santa Monica. By leveraging the city’s reputation for luxury and its unique “seaside city” identity, the board aims to attract high-value tourism that respects the local culture while fueling the city’s future.

Looking Ahead

As Santa Monica prepares to welcome the world, the 2026 Executive Committee stands ready. With a leader like Charlie Lopez-Quintana—who understands the nuances of the “luxury guest experience”—and a supporting cast that covers everything from amusement parks to civic planning, the city is well-positioned.

Santa Monica is no longer just preparing for the future; it is actively shaping it. Under this new leadership, the city is set to prove that while it may be the “End of the Trail” for Route 66, it is only the beginning of a new, golden era for Santa Monica tourism.

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