On August 16, community members returned to La Playa Carmel for a boycott rally in support of the workers who lost their jobs when the hotel shut down and re-opened in the summer of 2012 after a change of ownership. The labor rally coincided with the final events in a series of "elite" automobile shows occurring throughout the Monterey Peninsula, and protesters marched for justice for the former workers next to Ferraris and other high end vehicles parked in front of La Playa.

At $450 a night for the least expensive room on the weekends at La Playa Carmel, the hotel is a luxury vacation destination where expensive automobiles are commonly seen. Two Ferraris, a Maserati, and an Aston Martin represented just a few of the expensive makes parked in front of La Playa on the day of the boycott rally. As they marched, individuals at the rally held picket signs with messages such as "We are the 99%," "La Playa Carmel Destroys Tradition," "Sam Gross-Man Unfair," and "We Are One: Respect Our Rights."

The expensive cars drew a few extended looks from those supporting the workers, but there was no mention of them when individuals spoke at the end of the rally. "I just wanted you to know the NAACP is absolutely with you, and that Labor Rights are Civil Rights, Civil Rights are Labor Rights," said a member of the Monterey Chapter of the National Association for the Advancement of Colored People.

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