We like to call it Cali-Casual but you are as likely to see jackets and stylish outfits as you are polo shirts and sundresses. We do scissor gentlemen’s neck ties so you are forewarned! IT GETS COLD in the morning and at night, so dress in layers and for heaven’s sake bring a sweater/coat if you are naturally cold-blooded. Expect sunshine-soaked highs of 78-82 F and nights 50-55 F.

Expected is such a strong word, but here’s our advice. You are experiencing that rare occasion as a professional when no one is evaluating your performance or clipping your wings for sport. It ain’t often you are amongst peers who genuinely want to give and get help. Bring your curiosity, your candor, your humor and your you.

Let’s start at the fact that you will actually meet people – not just grab an obvious glance at their name-tag on the run. We intentionally keep the attendee list limited, so you can actually make genuine connections with everyone. You are amongst peers from a wide spectrum of brands (see 2024’s event page for clues.) We’re all naturally impressed with the fact that you love this B2SMB space as much as we do, and even more the SMBs that we serve. Lastly, many of our attendees have been here before – some for years – and they know how to welcome you. And if all else fails, submit to Dave’s “grab and deliver” with a “Hey, I gotta introduce you to ______.” 

First, try our LinkedIn Company Page, follow and scan our growing community there. Beginning mid-April, we’ll launch registration for our “Meet Your Fellow Forum-Goers” program, where you can choose the attending Brands you’d like to connect with and we’ll make a warm intro via e-mail on your behalf. But like Match.com, this service is opt-in for both parties. As we think everyone would want it. As attendees commit we will update almost daily what new brands are joining us.

First let’s talk about food. And wine. Those are events. We’ll be catering morning and noon and end-of-day (reception) on Day 1, morning and noon on Day 2. And karaoke or some such nonsense later on Night 1. Our Leaders’ League hosts an invite only Dinner on our first day as well (RSVPs are sent out about a week before the event.) We will try again to host a golf outing the afternoon of Day 2, so raise your hand if interested early please. Lastly, we purposely time the event for perhaps the most beautiful week in Wine Country. Arrive early, stay the weekend.

You’ll see a list of hotels near the bottom of our event page. So there’s that. We’ll also send you an Attendee kit about 2 weeks before the event that features descriptions of our venue, maps of Sonoma and the wider Bay area, links to all our social platform and our in-event networking app. We have a great on-site and back-at-home team to help you get the most out of your Leaders’ Forum.

Yes – our site will post the slideware presented within a week of the event. Our current plan is to video our keynotes and provide with their permission. If you are looking for a great handheld AI transcription tool, we really like Plaud. 

We thought you’d never ask. Find and connect to the Institute, Dave, Magic, et al. here here and here: