If “conference” brings to mind mindlessly munching on stale crackers under the glaring florescent lights of a hotel ballroom, then NewCo is definitely not a conference. The minds behind the annual multi-city event realized that learning about a growing company while actually at the company headquarters makes for a much more engaging experience. And San Francisco is the perfect city for this model, given that said headquarters include a lofty-fabulous design space and an urban winery with grapes on the premises.

Make sure that you register in time for this week’s events, and check out our picks for seven must-see panels at this year’s NewCo. And don’t be discouraged if your favorite panels fill up—there’s a waiting list for each program. 

Thursday, September 11th

12:00 PM – The Moxie Institute and Let It Ripple

Get in touch with your inner Spielberg while you learn about Cloud Filmmaking, which allows directors to collaborate on films with people around the world. Award-winning filmmaker Tiffany Shlain leads the session, and attendees have the chance to participate in an actual in a new Cloud Film in production. 155 Montgomery Street, Suite 1510

1:30 PM - Fashion Incubator San Francisco

Let’s face it—SF has taken the fashion backseat for far too long. FiSF’s Executive Director will give a rundown of their Designers in Residence program and take guests on a tour of their workshop space, which houses mavericks aiming to change the face of SF’s fashion industry and nurture locals talents that are uniquely SF. 50 O’Farrell Street 

1:30 PM – The Melt

Who knew grilled cheese could cause a revolution? The Melt will show participants how they wove melty grilled cheese and technological innovation together to turn lunch into a true experience. They’ll run through the development from the Smart Box to online ordering technology and everything in between. 58 Tehama Street

3:00 PM – Bluxome Street Winery

We’re all familiar with the SF craft beer and cocktail movement, but the Bay Area was home to a group of winemaking rebels nearly a century ago. Bluxome’s in the process of repeating history by bringing winemaking back to SF proper. Catch a glimpse of the winemaker’s signature creation style and learn about the community programs on the horizon. Oh, and since it’s harvest, you might just get to see the winemaking process up close. 53 Bluxome Street

Friday, September 12th

9 AM – Public Bikes

Come hear Public Bikes execs discuss the company’s growth and road map for the future. In their fifth year of business, the company is in transition from a startup to a clear leader in the "direct to consumer" bicycle movement. And in SF, bikes + community + changing the marketplace = so us. Come hear what’s in the works for Public Bikes. 549 Hayes

3 PM – Seaglass Restaurant at the Exploratorium

Chef Loretta Keller and Clay Reynolds discuss the timely integration between the Exploratorium and Seaglass since the restaurant’s opening last April. And since no foodie discussion is complete without a few tastes, come prepared to experience fermentation, vinegars, shrubs, and honey in the comb. Pier 15