After hosting the 2026 Super Bowl in February, the San Francisco Bay Area is preparing to play host yet again, this time on a global scale for the FIFA World Cup. Six World Cup matches will be held at Levi’s Stadium in Santa Clara in June and July, with half a million visitors expected to head to the Bay Area for the games. California Meetings + Events checked in with the San Francisco Travel Association’s Executive Vice President and Chief Sales Officer Nicole Rogers to find out what meeting planners should be aware of when bringing their groups out to San Francisco proper this summer.
M+E: Are there any new builds or renovations debuting around the time of the World Cup that might be of interest to planners?
NR: There’s so much happening in San Francisco. This spring, the historic Huntington Hotel on Nob Hill reopened after a redesign by [interior designer] Ken Fulk, including a revamped Nob Hill Spa and the reimagined Big Four restaurant with an updated dining space and new bar. The Westin St. Francis San Francisco on Union Square just welcomed two restaurants from Chef Michael Mina: Bourbon Steak San Francisco, a modern steakhouse, and The Eighth Rule, a bourbon-driven bar developed [in partnership with the NBA’s Golden State Warriors star] Steph Curry. And for attendees who want to explore the waterfront, Mission Rock is the city’s newest neighborhood. Built on 28 acres next to Oracle Park, the development has waterfront parks and great restaurants, like the new Via Aurelia, an upscale Tuscan spot with private dining space and incredible views.
M+E: What else should meeting planners be aware of when hosting in the area this summer?
NR: It’s a busy, exciting time in San Francisco with the World Cup and major conferences scheduled throughout the year, so planning ahead is key. Use our team as a resource in your event organizing. We’re here to help planners every step of the way, from finding the perfect accommodations and venues to navigating the city’s distinctive offerings. Our team knows San Francisco inside and out and can provide personalized recommendations—whether it’s securing a unique location, coordinating local experiences, or booking the best hotel for your group [to relax in] before heading to watch a World Cup match.
