SF Hotel Demand Calendar
Month-by-month view of San Francisco hotel demand for 2026–2028. Each date shows which citywide events are active, their demand level (peak/high/medium/low), suggested ADR, and revenue management notes.
Calendar Overview
- 2026: 18 tracked events
- 2027: 35 tracked events
- 2028: 18 tracked events
Demand levels: Peak — aggressive pricing required; High — strong compression expected; Medium — moderate lift opportunity; Low — baseline or below.
2026 — 18 events, 9 peak-demand, max ADR $600
June 2026
4 events — 4 peak; max ADR $600; est. 1,010,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Jun 12 – Jul 4, 2026 | FIFA World Cup 2026 - SF Bay Area Matches | Levi's Stadium (Santa Clara) / SF Fan Zones | 500,000 | Peak | $600 (+173%) | FIFA World Cup matches at Levi's Stadium. SF designated as official Host City. Fan zones downtown, hotels citywide. Multi-week compression unlike any regular event. Yield aggressively from June 12 through Finals week. |
| Jun 19–21, 2026 | Dead & Company - Grateful Dead 50th Celebration | Golden Gate Park | 60,000 | Peak | $490 (+123%) | Multi-night run in Golden Gate Park. Devoted fanbase travels from across the country. Full weekend sellout. Park-adjacent and Haight hotels at maximum premium. |
| Jun 26–29, 2026 | SF Pride Weekend (Full) | Citywide | 250,000 | Peak | $500 (+127%) | Extended Pride weekend. 4-night minimum recommended. |
| Jun 27–28, 2026 | SF Pride Parade & Celebration | Market St / Civic Center | 200,000 | Peak | $500 (+127%) | Largest Pride event on West Coast. Full sellout. Max rates months in advance. |
July 2026
5 events — 1 peak, 3 high; max ADR $600; est. 672,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Jun 12 – Jul 4, 2026 | FIFA World Cup 2026 - SF Bay Area Matches | Levi's Stadium (Santa Clara) / SF Fan Zones | 500,000 | Peak | $600 (+173%) | FIFA World Cup matches at Levi's Stadium. SF designated as official Host City. Fan zones downtown, hotels citywide. Multi-week compression unlike any regular event. Yield aggressively from June 12 through Finals week. |
| Jul 4–5, 2026 | Fillmore Jazz Festival | Fillmore District | 100,000 | High | $380 (+73%) | Largest free jazz festival on West Coast. Full weekend demand boost across Pacific Heights and Union Square area. |
| Jul 10–12, 2026 | SF Giants All-Star Break Series | Oracle Park | 35,000 | Medium | $290 (+32%) | Pre-All-Star homestand. |
| Jul 14–18, 2026 | NAACP National Convention | Moscone Center / Marriott Marquis | 12,000 | High | $390 (+70%) | Major national convention. Strong citywide impact. |
| Jul 26, 2026 | San Francisco Marathon | Embarcadero / Golden Gate Bridge / Citywide | 25,000 | High | $350 (+59%) | Major urban marathon. Destination runners book 2-3 nights. Hotels near start/finish at Embarcadero command premium. |
August 2026
2 events — 1 peak; max ADR $520; est. 105,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Aug 7–9, 2026 | Outside Lands Music Festival | Golden Gate Park | 75,000 | Peak | $520 (+136%) | Premium music festival. Citywide sellout. Peak leisure demand. Minimum 3-night stay. |
| Aug 28–29, 2026 | Burning Man Exodus (Outbound) | SFO / Bay Area | 30,000 | Medium | $275 (+25%) | Airport hotels and SFO-adjacent see elevated demand from Burning Man travelers. |
September 2026
3 events — 1 peak, 1 high; max ADR $580; est. 235,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Sep 2–4, 2026 | Burning Man Return (Inbound) | Citywide | 40,000 | High | $360 (+64%) | Post-Burn recovery travel. Strong demand downtown and FiDi. |
| Sep 13, 2026 | SF Italian Heritage Parade | North Beach | 25,000 | Medium | $280 (+27%) | Columbus Day weekend lead-up. North Beach hotels benefit. |
| Sep 14–17, 2026 | Dreamforce 2026 | Moscone Center / Citywide | 170,000 | Peak | $580 (+152%) | Largest tech conference in SF. Max rates citywide. 1-week compression. Begin yield management 6+ months out. |
October 2026
4 events — 3 peak, 1 high; max ADR $540; est. 862,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Oct 2–4, 2026 | Hardly Strictly Bluegrass | Golden Gate Park | 200,000 | Peak | $490 (+123%) | Free outdoor music festival. Massive leisure demand. Hotels sell out quickly. |
| Oct 5–11, 2026 | Fleet Week San Francisco | The Embarcadero / Marina / Fisherman's Wharf | 600,000 | Peak | $540 (+145%) | Blue Angels air show. Biggest leisure demand week of fall. North waterfront hotels at maximum premium. |
| Oct 6–20, 2026 | SF Giants Postseason (If Qualified) | Oracle Park | 42,000 | High | $420 (+91%) | Conditional on Giants playoff berth. Prepare contingency rates. |
| Oct 19–22, 2026 | Oracle CloudWorld | Moscone Center | 20,000 | Peak | $470 (+104%) | Major Oracle enterprise conference. Citywide impact. |
November 2026
1 event — 1 high; max ADR $390; est. 12,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Nov 3–5, 2026 | Salesforce World Tour SF | Moscone Center | 12,000 | High | $390 (+70%) | Salesforce roadshow at Moscone. Strong corporate demand. |
2027 — 35 events, 14 peak-demand, max ADR $700
January 2027
3 events — 2 peak, 1 high; max ADR $510; est. 132,500 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Jan 11–14, 2027 | J.P. Morgan Healthcare Conference 2027 | Westin St. Francis / Union Square | 9,500 | Peak | $510 (+117%) | Annual healthcare investment conference. Max rates Union Square / FiDi. Begin yield 4+ months out. |
| Jan 26–27, 2027 | Chinese New Year 2027 Parade | Chinatown / Downtown SF | 100,000 | High | $375 (+60%) | Year of the Sheep celebrations. Strong leisure demand. |
| Jan 26–30, 2027 | Photonics West / BiOS 2027 | Moscone Center (All Halls) | 23,000 | Peak | $495 (+111%) | Annual optics/photonics mega-conference. All Moscone halls. Full citywide compression. Begin yield 4+ months out. |
February 2027
4 events — 2 peak; max ADR $700; est. 181,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Feb 7, 2027 | Super Bowl LXI in Bay Area (If Awarded) | Levi's Stadium (Santa Clara) / SF | 75,000 | Peak | $700 (+198%) | If Bay Area hosts Super Bowl, SF hotels see extreme demand. Plan ADR ceiling carefully. |
| Feb 12–21, 2027 | SF Beer Week 2027 | Citywide | 42,000 | Medium | $290 (+23%) | Regional craft beer festival. Weekend leisure lift. |
| Feb 16–21, 2027 | Noise Pop Music Festival 2027 | Various SF Venues | 17,000 | Medium | $295 (+26%) | Week-long indie music festival. Dispersed leisure demand. |
| Feb 22–26, 2027 | RSA Conference 2027 | Moscone Center | 47,000 | Peak | $545 (+132%) | Cybersecurity mega-conference. Full citywide compression. Push all room types. |
March 2027
4 events — 1 peak, 2 high; max ADR $500; est. 145,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Mar 8–11, 2027 | HumanX AI Conference 2027 | Moscone Center | 18,000 | High | $430 (+83%) | Growing AI conference. Expected larger footprint in 2027 as AI industry scales. |
| Mar 14–16, 2027 | St. Patrick's Day Weekend 2027 | Civic Center / Mission / Embarcadero | 85,000 | High | $360 (+53%) | Strong weekend leisure demand. |
| Mar 15–19, 2027 | GDC - Game Developers Conference 2027 | Moscone Center | 32,000 | Peak | $500 (+113%) | Flagship gaming industry event. Full week compression. Push suites and F&B. |
| Mar 21–23, 2027 | Emerald Cup Cannabis Conference | Moscone Center West | 10,000 | Medium | $290 (+23%) | Cannabis industry event. |
April 2027
4 events — 1 peak, 2 high; max ADR $505; est. 275,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Apr 7–10, 2027 | Google Cloud Next 2027 | Moscone Center | 30,000 | Peak | $505 (+115%) | Google's flagship cloud conference. Strong citywide impact. |
| Apr 10–11, 2027 | Cherry Blossom Festival 2027 - Weekend 1 | Japan Center / Japantown | 80,000 | High | $365 (+55%) | Annual spring festival. Strong leisure demand. |
| Apr 15–27, 2027 | SF International Film Festival 2027 | Various Venues | 85,000 | Medium | $305 (+30%) | Dispersed film festival demand. |
| Apr 17–18, 2027 | Cherry Blossom Festival 2027 - Weekend 2 | Japan Center / Japantown | 80,000 | High | $365 (+55%) | Second weekend of spring festival. |
May 2027
3 events — 2 high; max ADR $375; est. 272,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| May 16, 2027 | Bay to Breakers 2027 | Citywide | 55,000 | High | $375 (+60%) | Iconic SF race weekend. Strong Sunday compression. |
| May 19–23, 2027 | WWDC - Apple Worldwide Developers Conference | Apple Park (Cupertino) / Overflow to SF | 7,000 | Medium | $290 (+23%) | Held in Cupertino but significant SF hotel demand from tech attendees. |
| May 29–30, 2027 | Carnaval San Francisco 2027 | Mission District | 210,000 | High | $375 (+60%) | Annual multicultural festival. Strong Mission and SoMa weekend demand. |
June 2027
2 events — 1 peak, 1 high; max ADR $525; est. 266,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Jun 1–3, 2027 | Salesforce Connections 2027 | Moscone Center | 16,000 | High | $415 (+77%) | Marketing and commerce conference. |
| Jun 26–29, 2027 | SF Pride 2027 | Market St / Civic Center / Citywide | 250,000 | Peak | $525 (+123%) | Largest West Coast Pride. Full citywide sellout. Max rates. Begin yield 6+ months out. |
July 2027
4 events — 1 peak, 2 high; max ADR $540; est. 186,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Jul 3–4, 2027 | Fillmore Jazz Festival 2027 | Fillmore District | 105,000 | High | $395 (+68%) | Largest free jazz festival on West Coast. Weekend leisure compression. |
| Jul 13, 2027 | MLB All-Star Game (Bay Area TBD) | Oracle Park | 42,000 | Peak | $540 (+130%) | If All-Star Game is in SF. Full compression around the waterfront. |
| Jul 25, 2027 | San Francisco Marathon 2027 | Embarcadero / Citywide | 27,000 | High | $365 (+55%) | Destination runners. 2-3 night stays. Embarcadero and FiDi hotels benefit. |
| Jul 30–31, 2027 | Outside Lands Pre-Events | Various | 12,000 | Medium | $295 (+26%) | Festival lead-up programming. |
August 2027
2 events — 1 peak; max ADR $545; est. 110,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Aug 6–8, 2027 | Outside Lands Music Festival 2027 | Golden Gate Park | 80,000 | Peak | $545 (+132%) | Premium music festival. Full sellout. Minimum 3-night stay required. |
| Aug 27–28, 2027 | Burning Man 2027 Outbound | SFO / Bay Area | 30,000 | Medium | $285 (+21%) | Airport hotel demand from Burning Man travelers. |
September 2027
4 events — 2 peak, 1 high; max ADR $610; est. 303,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Sep 1–3, 2027 | Burning Man 2027 Return | Citywide | 40,000 | High | $375 (+60%) | Post-Burn return. Strong downtown demand. |
| Sep 12, 2027 | SF Italian Heritage Parade 2027 | North Beach | 28,000 | Medium | $290 (+23%) | North Beach hotels benefit most. |
| Sep 13–16, 2027 | Dreamforce 2027 | Moscone Center / Citywide | 180,000 | Peak | $610 (+160%) | Largest SF tech event. Maximum compression. All rate controls active. Begin yield 9+ months out. |
| Sep 19–21, 2027 | Laver Cup (Tennis) | Chase Center | 55,000 | Peak | $520 (+121%) | Premium tennis event pitting Team Europe vs Team World. Affluent international audience. Chase Center and Mission Bay hotels at significant premium. |
October 2027
4 events — 3 peak, 1 high; max ADR $565; est. 942,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Oct 1–3, 2027 | Hardly Strictly Bluegrass 2027 | Golden Gate Park | 210,000 | Peak | $515 (+119%) | Free festival — massive attendance. Hotels fill weeks in advance. |
| Oct 4–10, 2027 | Fleet Week San Francisco 2027 | Embarcadero / Marina / Fisherman's Wharf | 650,000 | Peak | $565 (+140%) | Blue Angels. Waterfront premium at max. Year's biggest leisure week. |
| Oct 18–21, 2027 | Oracle CloudWorld 2027 | Moscone Center | 22,000 | Peak | $490 (+109%) | Oracle enterprise conference. Citywide impact. |
| Oct 23 – Nov 1, 2027 | SF International Auto Show | Moscone Center | 60,000 | High | $400 (+70%) | Major auto show. Extended stay compression. |
November 2027
2 events — 2 high; max ADR $405; est. 73,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Oct 23 – Nov 1, 2027 | SF International Auto Show | Moscone Center | 60,000 | High | $400 (+70%) | Major auto show. Extended stay compression. |
| Nov 2–4, 2027 | Salesforce World Tour SF 2027 | Moscone Center | 13,000 | High | $405 (+72%) | Salesforce annual roadshow. |
2028 — 18 events, 8 peak-demand, max ADR $560
January 2028
2 events — 2 peak; max ADR $510; est. 34,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Jan 13–16, 2028 | J.P. Morgan Healthcare Conference 2028 | Westin St. Francis / Union Square | 10,000 | Peak | $510 (+113%) | Annual biotech/pharma mega-conference. Full Union Square compression. Begin yielding 4 months out. |
| Jan 28 – Feb 1, 2028 | Photonics West / BiOS 2028 | Moscone Center (All Halls) | 24,000 | Peak | $510 (+113%) | All three Moscone halls filled. Citywide compression Jan 28-Feb 1. |
February 2028
4 events — 2 peak; max ADR $540; est. 127,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Jan 28 – Feb 1, 2028 | Photonics West / BiOS 2028 | Moscone Center (All Halls) | 24,000 | Peak | $510 (+113%) | All three Moscone halls filled. Citywide compression Jan 28-Feb 1. |
| Feb 11–20, 2028 | SF Beer Week 2028 | Citywide (150+ venues) | 45,000 | Medium | $305 (+27%) | 10-day regional craft beer festival. Weekend leisure lift. |
| Feb 15–20, 2028 | Noise Pop Music Festival 2028 | Various SF Venues (Fillmore, Great American Music Hall) | 18,000 | Medium | $305 (+27%) | Week-long indie music festival. Boutique hotel demand. |
| Feb 24–28, 2028 | RSA Conference 2028 | Moscone Center (South + West) | 40,000 | Peak | $540 (+125%) | World's largest cybersecurity conference. Full citywide compression. 5-night minimum stays common. |
March 2028
2 events — 1 peak, 1 high; max ADR $490; est. 50,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Mar 9–12, 2028 | HumanX AI Conference 2028 | Moscone Center | 22,000 | High | $455 (+90%) | Rapidly growing AI conference. Full Moscone. Tech executive attendance. |
| Mar 17–21, 2028 | GDC - Game Developers Conference 2028 | Moscone Center (West) | 28,000 | Peak | $490 (+104%) | Game Dev Conference. Strong tech crowd. Weekend before GDC sees leisure+corporate mix. |
April 2028
1 event — medium/low demand; max ADR $315; est. 30,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Apr 16–29, 2028 | SF International Film Festival 2028 | Various SF Theaters (Castro, SFMOMA) | 30,000 | Medium | $315 (+31%) | Oldest film festival in the Americas. 2-week run. Leisure demand, Nob Hill and Castro-area hotels. |
May 2028
2 events — 2 high; max ADR $395; est. 265,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| May 21, 2028 | Bay to Breakers 2028 | Howard St to Ocean Beach | 50,000 | High | $395 (+65%) | Iconic costume race. Full weekend leisure surge. Downtown hotels fill 2 nights. |
| May 27–28, 2028 | Carnaval San Francisco 2028 | Mission District (Harrison St) | 215,000 | High | $390 (+63%) | Largest multicultural celebration on West Coast. Memorial Day weekend. Mission and SoMa hotels at premium. |
June 2028
1 event — 1 peak; max ADR $520; est. 300,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Jun 27–30, 2028 | SF Pride Weekend 2028 | Civic Center / Market Street | 300,000 | Peak | $520 (+117%) | One of world's largest Pride events. Full citywide sellout. 4-night minimum stays recommended. |
July 2028
2 events — 2 high; max ADR $410; est. 138,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Jul 1–2, 2028 | Fillmore Jazz Festival 2028 | Fillmore District | 110,000 | High | $410 (+71%) | Largest free jazz festival on West Coast. July 4th weekend maximizes leisure lift. |
| Jul 30, 2028 | San Francisco Marathon 2028 | Embarcadero / Golden Gate Bridge / Citywide | 28,000 | High | $380 (+58%) | Destination runners. 2-3 night stays. Embarcadero and FiDi hotels benefit. |
August 2028
1 event — 1 peak; max ADR $540; est. 220,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Aug 11–13, 2028 | Outside Lands Music Festival 2028 | Golden Gate Park | 220,000 | Peak | $540 (+125%) | Premier SF music festival. Full citywide sellout. 3-night minimum weekend stays. Book ADR at 130%+ of BAR. |
September 2028
2 events — 2 peak; max ADR $560; est. 102,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Sep 16–18, 2028 | Dreamforce 2028 (Salesforce) | Moscone Center (Citywide) | 45,000 | Peak | $560 (+133%) | Salesforce's annual mega-conference. Every hotel in the city fills. Minimum 3-night stays. Largest citywide compression event of the fall season. |
| Sep 21–23, 2028 | Laver Cup (Tennis) 2028 | Chase Center | 57,000 | Peak | $540 (+125%) | Premium international tennis event. Affluent international audience. Chase Center and Mission Bay hotels at maximum premium. |
October 2028
1 event — 1 high; max ADR $420; est. 1,000,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Oct 4–13, 2028 | Fleet Week San Francisco 2028 | Marina / Fisherman's Wharf / Waterfront | 1,000,000 | High | $420 (+75%) | Blue Angels air show weekend (Oct 11-13) is the peak. Waterfront and North Beach hotels command 80-100% premium over BAR. |
November 2028
1 event — 1 high; max ADR $445; est. 18,000 attendees
| Dates | Event | Venue | Est. Attendees | Demand | Suggested ADR | Revenue Manager Notes |
|---|---|---|---|---|---|---|
| Nov 17–20, 2028 | Salesforce AI Week 2028 | Moscone Center | 18,000 | High | $445 (+85%) | Salesforce AI conference series. Growing event. Strong FiDi and SoMa demand. |