Ask a non-San Diegan what they think of when they hear the words San Diego. Most people will say “the beach.” Outside of that, you’re likely to hear about Mexican food, bad sports teams, or cetacean reproductive organs, thanks to Will Ferrell. If Stone CEO Greg Koch and former Mayor Jerry Sanders get their way, craft beer is about to get a major bump.

On September 19, scores of local policymakers gathered for a hospitality and tourism economic summit focused on craft beer at Stone Brewing World Bistro & Gardens – Liberty Station. Councilmen, congressional candidates, hoteliers, sports executives and theme park operators took in presentations with one goal in mind: make San Diego synonymous with craft beer. While it may seem like San Diego has long-since attained this goal, Koch thinks we can do better.

Koch began by looking at how integrated beer and wine are into the cultures of Munich and Napa Valley, respectively. Looking at those cities, he lamented that someone can “live in or visit San Diego and leave not understanding the significant presence that San Diego craft beer has grown to, and the international recognition that we’ve earned.” Koch drove his point home by pointing out that San Diego netted fewer than 300 votes in Charlie Papazian’s most recent “BeerCity USA” poll. To put that in perspective, Grand Rapids won the poll with more than 27,000 votes.

Sanders, now the head of the San Diego Regional Chamber of Commerce, offered some suggestions on raising the profile of San Diego craft beer. “We need to make sure that we’re boasting about San Diego as a craft beer destination,” said Sanders. “We should make a pledge that when people come from all over the country to run in the Rock & Roll Marathon, they’re not getting Bud Light or Miller Lite, they’re getting San Diego craft beer that really brands our region.”

It’s evident from the summit that the San Diego beer industry can tap into unrealized potential with a proactive strategy. Instead of thinking of the beer as a cherry on top of the beautiful weather, Koch and Sanders want San Diegans to think of beer as the main course. Only time will tell if San Diego will be able to market itself as more than just the sun.

Ed. note: One concrete way that you can help spread the word of San Diego craft beer is to invite your friends to visit during San Diego Beer Week, especially for the Guild Fest (Nov. 1 & 2) that supports the San Diego Brewers Guild. Also, use the hashtags #GuildFest #BrewerTakeover & #SDBW