Indonesia is the largest maritime country in the world that has the longest beach area and store various natural potentials. One of the potential is owned Pandansari Coast ecotourism. Unfortunately, that potential has not been able to be utilized by the surrounding community for the empowerment and improvement of economic level. This research is aimed to find out optimization strategy of Pandansari Beach potential by using Analythical Hierarchy Process (AHP) method where the choice of analysis will analyzed by the through criteria of infrastructure, economy, education, government policy and management. The second method to support AHP is Grounded Theory which describe the field facts of results from observations and interviews. The results of the research found that the main criteria which become a prior were infrastructure (0,397), then economic (0,336), third is education (0,132), fourth is (0,074) and the last is government policy (0,061 respectively). Inconsistency ratio of 0.08 or less than 0.10 which means acceptable results. The findings through Grounded Theory shown a non synergy relationship between the government and the community of Pandansari Beach management on the development of the beach so that the community has been still rely on their self-supporting, espacially in terms of capital and labor to develop in Pandansari Beach development process.