Sam Morse was a preservationist long before fashionable. In 1915, he was sent by the Pacific Improvement Company to liquidate its land holdings in the region, including the area now known as Pebble Beach. Instead of pursing the liquidation, Morse decided to form an investment group to buy the land himself.
Over the 50 years, Morse presided over the careful and orderly development of the property. It included the creation of a special style of resort experience he once described simply as "selling happiness."
In a gesture that clearly indicated his unique perspective, Morse destroyed the original development plans, which would have put the best views in private lands. Instead, he pursued the novel idea of creating a golf course on the bluffs above Carmel Bay. What resulted is arguably the most famous and scenic resort destination in the world. Thanks to Sam Morse, Pebble Beach remains a spectacular site shared with thousands of visitors each year.
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