By Greg Autry, February 20, 2025
The 21st Annual San Francisco Writers Conference (SFWC) was held at the Hyatt Regency San Francisco on the Embarcadero Waterfront, February 6 – 9, 2025. What started as a two-day conference in 2004, under the direction of Michael Larsen and Elizabeth Pomada, has expanded to four days with additional pre/post master classes, an exhibition hall, a free Teen Writers Summit and a Student Forum for university and college students.
The SFWC has become one of the premier writing events in the country. The 2025 conference theme was Learn, Connect, Publish. Whether you are interested in traditional publishing, self-publishing, or a hybrid publishing scenario, the theme reflects the founders’ vision of helping writers get their work published by increasing their skills and connecting them with publishers, editors, agents and other professionals.
Are you a writer? Do you wish you had a connection, to someone special in the writing or publishing world? SFWC presents a great opportunity for networking: meeting, listening, and talking with people who may become a connection for you in your writing journey.
Authors are often called upon to talk about themselves, or speak in an open forum. If you are not comfortable in the spotlight then SFWC can help. You’ll be motivated to push yourself, and get the most benefit from the conference.
2025 SFWC. Saturday Morning Ask A Pro Breakfast Panel
I approached my time at the conference not only as a Splash journalist, but as a pre-published novelist wanting to learn how to submit my manuscript about The Life and Art of Julian Ritter, to a traditional publishing house. Here are my impressions and what I learned – hopefully this will help you.
Agents, editors, and authors all need the industry to succeed. Writers often love being holed up alone, spilling their thoughts onto paper. Just as often, they agonize over their words, ability, or direction. This conference is full of people who “get it.” You’ll have support to shed that thin skin, put your work and yourself out there, and take the lumps. Because those lumps will make you better, will present new possibilities, and perhaps, take you to the next level.
2025 SFWC Panel
I urge you to look through the SFWC website to get the full view of what is offered. This year’s keynote speakers included Brooklyn-based debut writer, Isle McElroy and New York Times best-selling novelist Tommy Orange. There were several noted speakers throughout including high-performance coach Nina Amir, and literary agent Michael Carr.
Each of the four-days typically offer a morning breakfast, where speakers present themselves and explain what services they offer you. There are keynote speakers at lunch, and the evenings consist of a themed ensemble with a relevant host. All of these are fabulous opportunities to meet other attendees and writing professionals, and chat in a relaxed and casual atmosphere.
I had the pleasure of meeting SFWC cofounder Michael Larsen who graciously offered to take a look at some of my pages. I enjoyed my conversation with the affable and articulate Michael, and was particularly delighted with his red hat. I will send him some pages.
Michael Larsen and Greg Autry / 2025 SFWC
A conference highlight are the one-on-one pitch sessions, one appointment is included with your registration fee. Additional appointments are also available for a fee. Here is the place you can pitch your project. Just remember, those listening are also working. They’re looking for manuscripts they believe deserve to get published. Be professional, be concise, and know your material.
Laurie Fox is Head of Agency at the Linda Chester Agency in San Francisco. I was enthralled with her presentation at Saturday’s Ask A Pro breakfast. After the conference, I contacted Laurie for this article, and asked, “What is the single most important thing a new writer needs to know to get the most benefit out of the conference?”
Here are the salient points of Laurie’s reply “… I would say that a new author should take a two-pronged approach: avail yourself of the in-depth classes/panels* on craft and publishing wisdom and focus on forming lasting bonds with the other attendees. There’s nothing like coming up with a group of writers with whom you can swap tales of triumph and disappointment, share the knowledge you’ve gleaned, and also tender endorsements for each other’s work down the road. Writing is a solo pursuit so it’s key to make connections with others in a broader writing community. Often, these friendships last a lifetime. And if an attendee is ready to publish and seeks an agent or editor, the one-on-one pitch sessions are invaluable. You may not find your agent or publisher on the first round, but you will have made an important connection for the future of your work.” [* referencing the many in-person opportunities at the conference.]
Every genre needs a unique approach. In general, you will need to pitch, as well as write a Query, Proposal and Synopsis. Every business and industry, has its platforms, procedures, and standards. This conference can help you learn to navigate publishing’s. Most editors, and literary agents receive thousands of inquiries each year. Attending applicable workshops and especially meeting and conversing with these professionals will help hone your skills.
2025 SFWC Regency Hotel San Francisco
The conference consultations offer attendees a chance to get accustomed to the pace and requirements of the industry. A publisher wants a manuscript that is distinctive, complete, and polished. You’ll need to sell your project and make the acquiring professional believe it’s a strong contender for igniting readers. If you receive a rejection, it means it wasn’t the right project for that agent/editor/publisher. Keep improving and moving forward to meet your next, newest, and best opportunity for success.
Check out the SFWC website, and as the 2026 conference approaches, study the schedule of speakers and events and decide who and what best meets your needs. Make appointments in advance and I suggest meeting as many people as possible. Remember: prepare, bring only essential materials, and dress professionally. You will learn something from everyone you meet.
I want to thank the entire SFWC staff and all the volunteers for their help.
SFWC is a 501(c)3 non-profit corporation, and includes San Francisco Writing for Change, and year-round writing classes. Attendance at the main conference averages around 600 people. There are 80-100 speakers, editors and agents who participate each year, with 60-80 volunteers.
San Francisco Writers Conference
1901 Cleveland Avenue, Suite D, Santa Rosa, CA 95401
Phone: 415-689-6301
WHERE: Hyatt Regency Embarcadero Hotel, 5 Embarcadero Center, San Francisco, CA 94111, (415) 788-1234. Valet Parking available, Check website and reservations. Nearby paid self-parking is available at 3 Embarcadero Center.
*DO NOT LEAVE VALUABLES IN YOUR CAR WHEN PARKING IN SAN FRANCISCO*
Connect with Greg Autry
Artist Julian Ritter (1909-2000)
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SPLASHMAGS Articles by Greg Autry
*All Photos provided by SFWC – used with permission.
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