2026 Women Of Live: Sara Grauf

Sara Grauf
San Francisco Giants | Senior VP, Experience Development

A LEARNING EXPERIENCE | “Don’t just know your job — understand how all the pieces fit together.”

As head of experience development for Major League Baseball’s San Francisco Giants, Sara Grauf has seen the team claim three World Series trophies in the crown jewel waterfront stadium known as Oracle Park, where live music continues to grow. For 2025, Grauf cites two recent highlights.

“The first was the Heart of Town run we produced in partnership with Terrapin Station Entertainment and Dayglo, bringing Grahame Lesh and Friends and an incredible lineup of musical guests to Shed A at Pier 48 last summer,” she says. Those shows ran alongside the Grateful Dead celebration in Golden Gate Park, adding to the citywide celebration. “What made them special was the intimacy. We were able to gather that community in a smaller setting, introduce audiences to a new waterfront venue, and tap directly into the heart and soul of San Francisco’s musical history — all while activating an emerging neighborhood.”

The second example is the acquisition of the Curran Theatre, a cultural landmark in the city operated by Ambassador Theater Group. “For the San Francisco Giants to step in as stewards of such an important cultural institution reinforces our commitment to arts, culture, and the revitalization of our city,” Grauf says. “It’s an honor to work under that marquee, and we’re excited to get started.”

Grauf’s live music experience dates back to 2004, after taking an internship with the Giants, which led her to abandon her previous path toward a law degree. Despite the Dave Matthews concert being “her first rodeo,” she had the guidance and support of Another Planet’s Mary Conde and Sherry Wasserman.

“Sherry and Mary never made me feel like I was in over my head,” Grauf says. “They showed patience and a willingness to teach and modeled how to bring people into the fold and create space for others to grow. That generosity made a lasting impact on me.”

“There are incredibly sharp, business-savvy women leading across the industry right now. What’s exciting is that they’re not just being valued for ‘soft skills’ — they’re driving ROI, delivering bottom-line results, and building strong, healthy cultures at the same time,” Grauf says. “That combination is powerful.”