A Conversation with Santa Cruz County Directors of Sales and Marketing

While the 2020 pandemic may be behind us, it transformed meetings and events for years to come—and permanently, in some ways. Properties and planners had to adapt and shift on a dime, implementing new technologies, last-minute changes, and on-the-ground adjustments to host standout events in a world where in-person meetings were pared back to the bare necessities.

One of the main takeaways from that challenging time in our industry? In-person meetings are irreplaceable. There’s nothing like gathering face to face, networking with new people, and exploring a destination. Santa Cruz County in particular offers the best of both worlds, with plenty of hiking trails, miles of rugged coastlines, and redwood forests for active adventurers, while the tranquility of spas, nature walks, and relaxing days on the beach will appeal to those with a penchant for de-stressing during destination events.

Looking ahead, directors of sales and marketing at local hotels are particularly well-placed to know what planners and attendees want, how their needs have shifted, and what the next big thing is for meetings and events in 2025. Hear firsthand from these Directors of Sales and Marketing—Dan Smart with the Dream Inn Santa Cruz; Bridgette Quartararo at Seacliff Inn; and Abel Barrera of La Bahia Hotel & Spa, opening Summer 2025.

The Next Big Thing For 2025

Abel Barrera, Director of Sales & Marketing, La Bahia Hotel & Spa: Onboarding and team building really seemed to drive the corporate segment, and I expect this trend to continue in 2025. With our proximity to Silicon Valley, we are the perfect quick getaway destination offering outdoor activities and unique ways for teams to interact and build lasting bonds and positive energy heading back to the office. I also expect to see incentive travel begin to take notice of Santa Cruz County as a true destination.

Bridgette Quartararo, Director of Sales, Seacliff Inn: The growing desire for in-person experiences despite advances in virtual technology is expected to be a big trend for 2025, specifically for Aptos and Santa Cruz County. Meeting planners are focusing on engaging in person-to-person connection and creating memorable environments for attendees, which could mean more outdoor and immersive experiences tailored to the unique surroundings of places like Aptos.

There’s also an emphasis on sustainability, with planners seeking venues that prioritize eco-friendly practices, such as locally-sourced food options and waste reduction while providing attendees with a relaxing and creative outlet for their programs, creating the perfect “workation.”

Dan Smart, Director of Sales & Marketing, Dream Inn Santa Cruz: Dietary restrictions are something we see planners and attendees focusing on more and more as interest in wellness overall has grown since the pandemic. For this reason, attendees are more interested in shorter meetings and things like mocktails and enhanced breakfasts as well. We’ll likely see planners looking to include activities for attendees to de-stress, too, like somatic yoga.

Hybrid Events—More, Less, or the Same?

Dan Smart: For events that we host, we’ve noted that people either come in person or opt not to attend. These events are all about team building and bonding and attending in person is key.

Bridgette Quartararo: Overall, while virtual and hybrid formats provide valuable options, the demand for in-person meetings is very much back—and in some cases, stronger than ever. For many, the face-to-face experience is simply irreplaceable.

In the wake of the pandemic, hybrid events initially served as a bridge for cautious attendees to join remotely. Now, they’ve become a valuable tool that extends reach and accessibility, making events more inclusive for those who may not be able to attend in person due to travel restrictions, budget constraints, or personal preferences. Hybrid setups have indeed become a “new normal” for many large-scale events and conferences, as they offer flexibility and allow hosts to expand their audience without compromising in-person engagement.

For events we host at Seacliff Inn, I’ve noticed a balanced trend: while some smaller or recurring meetings have stayed virtual due to convenience, most clients and attendees express a strong desire to return to in-person gatherings. People are craving the personal connections and spontaneous networking that happen more naturally in a live setting.

Abel Barrera: Hybrid events was a big buzzword, that in my view, never really reflected how people wanted to interact. But, the technology available in the palm of your hand was much more convenient than elaborate sets in a ballroom that cost thousands of dollars. People either Zoom or meet in person when they can, and I don’t see that going away.

AI and its Effect on the Industry

Abel Barrera: Oftentimes, there is no way around AI—it’s here and it’s growing. From how we interact with planners and how planners source business to how we as hoteliers compete for business, AI is only going to continue to become more impactful, and we fully embrace it in this competitive landscape.

Dan Smart: Generative AI and AI as a tool have undoubtedly affected the industry, the way we do business, and how we interact with planners. If you use AI to help you draft an email or client outreach, for example, it’s best to make sure that you don’t sound like a robot. Casual conversation is better and preferred. Companies and clients are finding us via AI search functions, and planners are also using AI to assist with filling out RFPs and detailing their event needs.

Bridgette Quartararo: At Seacliff Inn, we see AI becoming even more embedded in the hospitality and meetings industry. We envision AI-powered event planning platforms that allow clients to design layouts in real time or make data-informed adjustments to their events. AI will likely assist in everything from sourcing sustainable vendors to optimizing logistics, ultimately helping planners save time and resources. Overall, I’m excited about the possibilities AI brings to elevate our current offerings, streamline processes, and enhance our personal client relationships while providing us with the tools and resources to be more effective in our response and personalization to each client.

Sustainability is Always on Trend

Bridgette Quartararo: At Seacliff Inn, we support sustainable meetings through several eco-friendly initiatives including sourcing local, seasonal ingredients and offering plant-based menus. We minimize waste with reusable and compostable materials, recycling stations, and digital alternatives to reduce paper use. Seacliff Inn provides water stations with reusable glassware and implements water-saving practices across our teams. We partner with local, eco-conscious vendors and recommend sustainable eco-tourism activities to guests.

Abel Barrera: Sustainability is present every step of the way, from how we source items that support meetings and events to the technology we use. Sustainability is at the forefront of our processes and how we communicate thoughtfully to our team so we all are contributing in our respective departments to our support of Monterey Bay National Marine Sanctuary Exploration Center.

New and Noteworthy Property Updates

Bridgette Quartararo: We completed key renovations across our event spaces to enhance both functionality and aesthetics. Notably, we added a private event area with the installation of a new door in our onsite restaurant, Sevy’s, which offers additional, versatile settings for our clients and guests. This new space provides flexible layouts to accommodate everything from intimate gatherings to larger conferences, allowing us to deliver event setups tailored to the unique needs of each client.

Abel Barrera: La Bahia Hotel & Spa is a brand-new, ground-up build with so much anticipation from our Santa Cruz County partners and friends. It’s an amazing project with visionary owners who truly understand the impact of the project in the community. Our Spanish-Mediterranean architecture stands out on the Santa Cruz beachfront, embracing the building’s palatial past with a restored belltower. This romantic and regal aesthetic influences everything we have to offer. Event planners can look forward to a destination spa, 3 restaurants, 4 bars, resort pool, rooftop oasis, and over 13k square feet of coastal gathering space.

Dan Smart: For when it’s time to take a break or for smaller groups, we have beach fire pits or tables at the pool deck for gathering, relaxing, and enjoying everything our beachfront property has to offer. Jack’s Patio, right outside our event space, is another great option for getting out into the sunshine. With bistro lights and a custom setup, this space is perfect for an outdoor marketplace, evening summer reception, or sunrise breakfast. For indoor events, guests can enjoy floor-to-ceiling ocean views and local, sustainable chef-inspired cuisine in one of our three flexible event spaces full of natural light.

Gen Z as Event Attendees

Bridgette Quartararo: We know that Gen Z appreciates variety and creativity in event design which is a big draw to our property. We’re also very close to many desirable areas within walking distance like the Aptos beaches (including Seacliff State Beach), Capitola Village, Nisene Marks State Park as well as a variety of local restaurants.

Our spaces are designed to allow planners the ability to arrange them in unique layouts that foster collaboration, creativity, and networking. We also offer breakout areas with informal seating, perfect for brainstorming sessions and casual discussions including our elaborate Koi Pond.

Abel Barrera: Gen Z is about the vibes, and our hotel’s unique voice and story will connect with them. It’s how you feel when you interact with La Bahia that ultimately will resonate—with globally influenced cuisine, cocktails, and wellness rituals infused with the region’s agricultural bounty and coast-cultured spirit, and miles of broad sands and legendary surf breaks, La Bahia is a mecca for fun in the sun.

Dan Smart: Making the meeting fun, exciting, entertaining, and different is a huge draw for Gen Z. Typically, they prefer to be out and about rather than in meetings at all. They enjoy traveling, working from home, and have a more casual air, so incorporating active elements into events and fun excursions are great ways to pique their interest.

Why Choose Santa Cruz County?

Dan Smart: Santa Cruz is Silicon Valley’s beach and resort getaway. As a beachfront hotel on West Cliff Drive, we look forward to the many marathons and triathlons that take place in our community which bring together thousands of visitors and locals. We’re also a top choice for Bay Area companies as they start to plan their offsite meetings. My favorite thing about Santa Cruz is the outdoors—you get both the beach and the redwoods. Plus, it’s close to the airport and San Francisco, the weather is prime, and there is no shortage of great local businesses (like microbreweries!).

Abel Barrera: It all goes back to the vibes, and Santa Cruz is a vibe. Once you feel it you don’t want to let it go. As for La Bahia, it’s one of a kind. You can search from the tip of San Francisco down to Big Sur and you won’t find spaces, experiences, and the atmosphere you get at La Bahia.

Bridgette Quartararo: Santa Cruz is a hub for those who appreciate nature, creativity, and authenticity, which makes it a fantastic place to live, work and thrive​. My favorite thing about Santa Cruz County is its perfect blend of natural beauty, laid-back coastal vibe, and vibrant local culture. The incredible and stunning coastline, with its rugged cliffs, scenic and diverse beaches, and redwood forests, offers endless opportunities for outdoor adventures from hiking and surfing to just relaxing by the ocean. At the same time, the community here is incredibly creative and diverse, with thriving art scenes, farmers’ markets, and local businesses that capture the essence of the area, and of course the wineries and microbreweries.

What I also love is how the area manages to maintain a sense of connection to its roots while embracing sustainability and innovation. It’s a place where you can enjoy an authentic, eco-conscious experience through locally-sourced dining at restaurants and coffee shops or participating in community events. Whether you’re here for a weekend getaway or hosting an event, Santa Cruz County offers something for everyone to enjoy and connect with.