Hertz Gold Squad joins as first-ever presenting sponsor; beloved event to debut dog-friendly shuttles, new programming, and major enhancements
Golden, Colo., Feb. 2, 2026 – Goldens in Golden, the world’s largest unofficial gathering of Golden Retrievers – arguably the happiest day of the year – returns to Golden, Colorado on Saturday, February 7, 2026, from 9 a.m. to 1 p.m.
In response to the event’s continued growth and popularity, 2026 brings the most significant slate of improvements to date, designed to enhance comfort, mitigate traffic, and improve crowd flow. Enhancements are in large part made possible by the addition of event sponsors, including Hertz, one of the world’s largest rental car companies, as the first‑ever presenting sponsor.
“Goldens in Golden is a signature winter event that highlights the City of Golden, local businesses, and community pride,” said Meredith Ritchie, City of Golden engagement & communications director. “This year’s expanded footprint, shuttles, and added programming are designed to make the day even more enjoyable and comfortable for everyone—dogs, families, and our community. Since the first event in 2019, Goldens in Golden has grown remarkably fast, and we’re honored it’s become such a meaningful tradition for so many people and pups in our city and from around the country.”
Hertz Brings the Gold Squad and New On‑Site Experiences
As the event’s first official presenting sponsor, Hertz is helping support several enhancements to elevate comfort, convenience, and fun for both dogs and their humans – while preserving the hometown spirit that Goldens in Golden is known for.
Hertz is bringing its elite team of highly trained Golden Retrievers to delight attendees throughout the event. The Hertz Gold Squad, which debuted in 2025, is on a mission to make travel feel golden. Goldens in Golden marks the Gold Squad’s first appearance of the year, and their journey to Golden, Colorado can be followed on Instagram and TikTok, featuring Pancake & Donut, Willy, Zebby, and Bowie.
“Goldens in Golden celebrates the joy and connection that Golden Retrievers bring to people – and that’s exactly what our Hertz Gold Squad represents,” said Adnan Manzur, Senior Vice President, North America Customer Operations at Hertz. “Hertz is proud to support an event that brings people and pups together – many traveling from great distances – to enjoy this very special, feel‑good gathering.”
Additionally, at the event, Hertz will host the Hertz Golden Pup Cup Café, offering Gold Squad photo ops and meet‑and‑greets, free pup cups for dogs and golden lattes for humans.
Major Enhancements Introduced; Signature Elements Remain
New 2026 improvements designed to enhance the overall experience are thoughtfully blended with the signature elements of Goldens in Golden. Event goers will still have the opportunity to participate in official group photos under the Welcome Arch, mingle with fellow Goldens, share some doggy treats, and shop around. New enhancements include:
- Extended Event Hours – The event runs from 9 a.m. – 1 p.m., spanning four hours instead of two, to help disperse crowds and allow attendees to participate at a more relaxed pace.
- Dog-Friendly, Free Shuttles – Complimentary, dog-friendly shuttles will service off-site parking at The Splash at Fossil Trace, 3151 Illinois St, transporting participants (and their pups) to a drop off/pick-up station at 10th and Washington. Shuttles run from 8 a.m. – 3 p.m. More information can be found on Visit Golden’s Know Before You Go
- Expanded Event Footprint + Double the Vendors – Two Vendor Villages will anchor opposite sides of the event footprint, improving flow while more than doubling the number of pet-focused vendors, nonprofits, and Golden businesses. Additional Golden food trucks and restaurant stalls will provide more outdoor dining options.
- New Programming and Event Staging Areas – New activities, entertainment and specialty meet-ups will take place in three distinct locations: Parfet Park at 10th and Washington; in the Pup Up Tent at 13th and Arapahoe; and under the Welcome Arch on Washington Avenue between 11th and 12th. See one paw-ty of a program schedule with contests, a fashion show, influencer panels and special meet ups for puppies, senior dogs and more, here.
Citywide Weekend Activities
Golden businesses are offering pet-friendly specials, Golden-themed treats, pop-up events, and all kinds of fluff-friendly fun throughout the weekend. Goldens in Golden was created to help Golden merchants and support visitation during the town’s slowest time of year. Check out merchant offerings on doggie pupcakes, pet portraits, specialty drinks, custom dog hats, bandanas and more, here.
Help Golden Count People + Pups – RSVP Appreciated
Visit Golden is collecting a headcount of how many people and goldens will be attending the event and where everyone is traveling from. Participants are asked to RSVP at this link to help the City plan for an extra-golden day. We’ve already received RSVPs from more than 40 states!
About Hertz
Hertz Global Holdings, Inc. is one of the world’s leading car rental and mobility solutions providers. Its subsidiaries, including The Hertz Corporation, and licensees operate the Hertz, Dollar, Thrifty, and Firefly vehicle rental brands, with more than 11,000 rental locations in 160 countries around the globe. The Company also operates the Hertz Car Sales brand, which offers a range of quality, competitively priced used cars for sale online and at locations across the United States, and the Hertz 24/7 car-sharing business in Europe. For more information about Hertz, visit www.hertz.com.
About Visit Golden
Visit Golden is the tourism and visitor marketing program for the City of Golden, Colo. The program promotes sustainable visitation and community vitality through thoughtful initiatives that support local business and highlight Golden’s unique charm.
Select airports will host ‘Gold Squad’ visits, featuring exclusive giveaways and on-site support to help travelers enroll in Hertz’s free