Filming and Promotion

Anyone who has driven through Big Sur over the past decade has seen the rapid increase of traffic congestion along Highway 1. This congestion is found especially at “bucket list” locations like Bixby Bridge, which have exploded in popularity due to social media and the over-marketing of our landmarks by County and State officials. For example, without any consideration of the negative impacts, the California and Monterey Film Commission continue to issue permits to film commercials, movies, Netflix series, etc. at a location that has become a traffic nightmare and a public safety issue. 

Bixby Bridge vehicle and pedestrian traffic has not just become a public nuisance for residents of Big Sur and commuters from “town” but also the visitors who come to escape urban traffic congestion and crowds. Due to the lack of parking for the amount of cars that want to stop at this location, it is well-known and documented that the result is miles of traffic backup on Highway 1 and difficulty of residents of the Old Coast Road to get in and out to their properties, especially on busy weekends.

To be clear, as inconvenient as it is to sit in stopped traffic while they film along Highway 1, the real and long term effect is that this behavior only highlights and promotes more people and vehicles to this already problematic and unsafe area.

This issue is long researched and documented. The CalTrans Big Sur Coastal Highway Management Plan (2004) states “Reconizing Highway 1’s capacity, the CHMP calls for creative solutions too sustain the conditions that make traveling the highway a pleasure. Marketing to the area is discouraged and instead preservation of place relies in part on controlling the intensity of use.” This was long before the explosion of attention created by social media and the iPhone. The Highway 1 carrying capacity simply can’t support the increase in traffic caused by the media-induced popularity. The bottom line is that our roads and infrastructure can’t handle the mass of tourism produced by consistent marketing and exploitation of our scenic highway. Without change, this long term impact will destroy Big Sur and our beloved highway will not be accessible for future generations to enjoy.

Due to these ongoing concerns and problems that have only gotten worse year after year, along with the fact that the geography will not allow for additional parking spaces, Keep Big Sur Wild is recommending a 365-day moratorium on film and advertising permits being issued at Bixby Bridge. All promotion of this and other overly impacted areas must stop!  This would include the use of Bixby Bridge in any advertising and marketing by Visit California, Monterey County Convention and Visitors Bureau, and other private businesses, along with the California and Monterey film commissions.