Article Contributed by L. Paul Mann
Published on February 12, 2026
The golden hour light settled gently over Santa Barbara’s Funk Zone as industry leaders, artists, innovators, and dreamers filtered into La Lieff Winery on February 10 for the FestForums 2026 Pre-Conference Gathering. Before the panels, keynotes, and awards took over the Mar Monte Hotel, this opening mixer offered something quieter and perhaps more meaningful—a reminder that the festival world still runs on human connection.
Tucked into the heart of the city’s creative corridor, La Lieff proved to be an inspired choice. The tasting room, guided by owner Gretchen Lieff’s “Gaia”-centered ethos of collaboration and shared purpose, felt less like a corporate meet-and-greet and more like an intimate salon. By 4:00 PM, the room was already humming with conversation—festival producers comparing notes, sustainability advocates exchanging ideas, tech entrepreneurs discussing the future of AI-driven ticketing. The attendee list, as always, was carefully curated, and that intentionality created an atmosphere where nearly every handshake carried weight.
Among the early arrivals was legendary guitarist Jeffrey Allen “Skunk” Baxter, whose résumé spans stints with Steely Dan and The Doobie Brothers during their 1970s heyday, as well as time with Spirit. In later years, Baxter’s unlikely second act as a defense consultant advising members of Congress on missile defense has only added to his mystique. He is set to headline the conference’s benefit concert and awards ceremony at SOhO, the marquee musical moment of the FestForums week, and his presence at the winery underscored the blend of artistry and intellect that defines this gathering.
La Lieff’s Grenache and Rosé circulated freely alongside thoughtfully prepared light bites, and the conversations ranged as widely as the varietals. Discussions about sustainability metrics gave way to talk of emerging festival concepts—yes, even the logistics of something called “PuppiesPalooza.” Unlike the high-energy panels to come, this was networking at a human pace. There was room to listen, to reconnect, and to plant the seeds of partnerships that will likely surface on festival grounds months from now.
True to FestForums’ DNA, live music provided the emotional core of the evening. Acoustic performances unfolded against the warm wood accents of the tasting room, offering a sonic prelude to the higher-octane showcases scheduled later in the week at SOhO. The stripped-down format served as a reminder that behind every sponsorship deck and operations spreadsheet lies the real reason the industry exists: the alchemy of a live performance shared in close quarters.
That alchemy crystallized during the showcase by Nashville-based singer-songwriter Onoleigh. In a room filled with veteran talent buyers and seasoned curators, she managed to quiet the chatter within moments. Her presence was both commanding and deeply relatable, aligning seamlessly with this year’s FestForums theme, “Celebrating Women in the Festival Industry.” With production pared back, her powerhouse vocals carried the room, bridging contemporary country and soulful pop with a storyteller’s precision.
The acoustics of the winery worked in her favor, capturing every dynamic shift and lyrical nuance. This was not background music—it was a performance that demanded attention and received it. Heads lifted. Conversations paused. Phones lowered. For many in attendance, Onoleigh’s set became the first genuine emotional touchpoint of the week, sparking immediate conversations about her trajectory on the 2026 festival circuit.
As the evening wound down and attendees drifted back into the cool Santa Barbara night, there was a palpable sense that something important had begun—not just a conference, but a renewed sense of purpose. If the pre-conference gathering at La Lieff was any indication, FestForums 2026 is poised to be a landmark edition for an industry continually redefining itself. And it all started with a glass of wine, a few well-chosen conversations, and a song that stilled the room.
