Book the Best Hotel Rates with ConferenceDirect

ConferenceDirect is the official housing bureau for the Great American Beer Festival.  Attendees can obtain discounted rates by reserving through the official housing reservation system.  Through  this partnership, we have negotiated the best possible rates. If you are contacted by anyone other than ConferenceDirect, please note they are not endorsed by the Brewers Association.  Despite their claims, they do not have access to our negotiated discounted rates.  If you make a reservation with any company other than ConferenceDirect, Brewers Association cannot guarantee your reservation is valid.

Make a 2020 Hotel Reservation Now!

For assistance making a reservation or managing an existing reservation please reach out to ConferenceDirect: (888) 980-8837 or

Information about Passkey and when to contact the hotel: Please do not call your hotel “to be sure” until after September 10, 2020.  Please understand that processing your reservations from the Housing Bureau into the Hotel system will take a few days. Rest assured that if you have received a confirmation number already from the Housing Bureau, the hotel will honor your booking. Thank you for your consideration!

Contact the housing bureau: Please contact ConferenceDirect, the official housing bureau of the 2020 Great American Beer Festival, with any questions regarding hotel reservations. If you’re calling to modify reservations, please be sure have the following information ready for our agents:

  • Passkey Acknowledgement Number (provided on your confirmation email)
  • Email Address
  • Last 4 digits of the card on file

2020 Great American Beer Festival Housing Policies:

  • Reservations at the Great American Beer Festival rate ARE NOT accepted by calling the hotel directly.
  • Reservations require a valid credit card.
  • Two (2) or more guests in a room may be subject to an increased room rate.
  • No more than two (2) reservations per name are allowed.
  • All cancellations are subject to the following cancellation fees, per the date of cancellation:
  • If your reservation is canceled between August 03,2020 – August 23, 2020 by 11:59pm EST your credit card will be charged $100.
  •  If your reservation is canceled between August 24, 2020 – September 6, 2020 by 11:59pm EST your credit card will be charged $125.
  •  If your reservation is canceled between September 07, 2020 – until  your reserved hotel’s cancellation window your credit card will be charged $150.00.
  •  No deposit will be required at the time of booking. These charges will appear on your credit card as Convention Services, Folsom, CA.
    • For any cancellations made within your reserved hotel’s cancellation window the penalty will increase to 1 night’s room and tax. This will be charged by your reserved hotel.

Attendee Scams

The Brewers Association does not ever sell or give away membership or attendee email contact information. No company is authorized to distribute or sell any lists for the event. Brewers Association does not rent, share or sell your attendee contact information to third parties.

Hotel Scam Warning

Conference Direct is the official housing company of Great American Beer Festival (GABF). GABF is aware of companies pretending to be the “official” housing company, offering special non-refundable rates at official event hotels, and requesting credit card information.

Contact by any other housing company or hotels should be considered a scam. All attendees, sponsors and exhibitors should be aware that no one from the Brewers Association, GABF or Conference Direct solicits directly by telephone for hotel bookings or special discounts.