FLEUR was created to celebrate Sedona as a destination for extraordinary culinary experiences, artistic expression, and refined hospitality while honoring the emergence of Arizona as one of the country’s most exciting wine regions. Set against Sedona’s extraordinary landscape, the festival brings together chefs, vintners, artists, and cultural visionaries for an immersive world-class gathering rooted in creativity, craftsmanship, and a profound sense of place.

Named for and inspired by the flowering of Arizona vineyards in June, FLEUR celebrates the beauty, growth, and creative spirit that define both Arizona wine country and Sedona’s cultural landscape. Through immersive experiences including The Red Rock Reserve Dinner Series, Le Tasting Grandeur, Cathedral Summit and Canyon Reverie Tastings and the Grand Pavilion, the festival creates meaningful opportunities for guests to experience elevated cuisine, Arizona wines, art, and hospitality in deeply immersive settings.

FLEUR is dedicated to championing Arizona wineries and introducing guests to the beauty and sophistication of Arizona terroir through curated tastings, wine salons, vineyard experiences, and the FLEUR Wine Awards. At the same time, artistic elements including floral exhibitions, fine art, immersive design, and visually driven dining experiences are thoughtfully woven throughout the festival to celebrate creativity as an essential part of hospitality.

Guided by a spirit of generosity and philanthropy, FLEUR believes food, wine, art, and hospitality possess the power to bring people together, strengthen community, and create lasting impact beyond the festival itself.