In 1915, sent by the Pacific Improvement Company to liquidate its land holdings in the region, including the area now known as Pebble Beach, Sam Morse instead formed an investment group to buy the land himself. Over the next 50 years, he presided over the careful and orderly development of the property and created a special style of resort experience he described as "selling happiness." Showing his distinctive perspective, he destroyed the original development plans, which would have placed the best views on private lands, and instead pursued the novel idea of creating a golf course on the bluffs above Carmel Bay. The result was what is described as one of the most famous and scenic resort destinations in the world, and Pebble Beach remains a spectacular site shared with thousands of visitors each year.
