If you’re thinking of cities that light up on New Year’s Eve, New Years Eve 2026 in Russian River Valley, USA belongs on that list Sparks in the sky are only half the story — the true essence is the setting and vibes you remember in every moment. Excited to see what makes this place stand out?
Most Scenic Places to Watch Fireworks on New Years Eve 2026 in Russian River Valley, USA
There’s a particular kind of buzz in the air as the last moments of December 31st draw to a close in Russian River Valley, USA. The vibe quietly transforms—crowds slowly form, whispers turn into laughter, and the New Year anticipation quietly intensifies. What truly defines the moment is knowing that, nestled in unexpected places, certain nooks make the experience feel even more intimate and unforgettable.
Those who live nearby often make their way to certain wide-open places that offer an unobstructed view of the skyline. They won’t appear in any official listing, but those who’ve celebrated here before know just the right spot. These vantage points become crowd magnets hours before the countdown begins, filled with groups enjoying conversations, melodies playing, and maybe even a shared thermos to pass around. There’s something undeniable about being side by side with strangers, watching the sky light up—it becomes a shared emotion, not just a scene.
This sky won’t wait — get the best seats for NYE 2026’s most unforgettable show. CLICK HERE
For a view only those in the know usually enjoy, you might want to check out an experience run by insiders who know exactly where the best angles can be enjoyed. Whether it’s elevated ground, a secluded area, or a perfect angle on the city lights, the best way to soak in the moment is by being where the real magic unfolds. Some tours even include extras like music, snacks, and cozy spots to sit—perfect for a relaxed and memorable New Years Eve in Russian River Valley, USA.
What to Do in Russian River Valley, USA for New Year’s Eve 2026
What the City Feels Like as 2026 Arrives
With the approach of New Year’s Eve, Russian River Valley, USA gently turns into a festive playground. Tranquil walkways now are packed with smiling residents and intrigued tourists, ready to catch the magic of the countdown celebration. Sparkling decor gleams across ancient alleys, laughter echoes from joyful patios, and a silent thrill settles in all around. From strolling along a cultural neighborhood or sipping coffee at a tucked-away patio, the festive spirit is gently present and impossible to miss.
Top Picks for All Kinds of Travelers
From relaxed wanderers to travel veterans, everyone will find something worthwhile in Russian River Valley, USA collection of end-of-year things to do. Hop onto a guided ride for iconic spots, or immerse yourself in the bustling vibe of holiday bazaars overflowing with artisan products and holiday flavors. For those seeking depth, insightful tours provide a glimpse into the core of local life—past meets present in a unforgettable early-evening experience. Opting for a intimate or personalized route lets you take in the top sights at your own pace, free of pressure.
New Year’s Fun the Whole Family Can Enjoy
Fireworks fade. Laughter echoes. Craft a memory that lasts beyond the new year.
Traveling as a family? Russian River Valley, USA comes packed with ideas to keep all ages smiling—without getting overwhelmed. Many cultural centers and interactive exhibits stay open during the holiday season, offering family-friendly entertainment for kids and adults alike. Urban gardens often host festive pop-ups or interactive zones, filled with treats, easy rides, and cheerful decor. Meanwhile, children’s theaters and storytelling corners are family favorites for younger children. Families often prefer adding a trip to one of these venues with a close early dinner or easy walk.
Where to Go if You’re Celebrating as a Couple
Book the kind of silence you’ll talk about for years. Unlock the Moment Here.
Those exploring as a couple in Russian River Valley, USA will find no end to romantic highlights ready to unfold. Eating al fresco with the night sky above at a terrace venue is a timeless gesture, yet serene riverside moments and moonlit tram rides carry a beauty all their own. Some districts offer cozy live jazz sets or skyview terraces where you can sip something nice and each other’s company, far from the loudest crowds.
Local Traditions & Cultural Highlights
What helps Russian River Valley, USA stand out on the festive evening is how it weaves custom and charm into one festive atmosphere.
In some parts of town, neighborhood marches emerge with traditional music and celebratory moves, while others organize neighborhood countdowns that feel like a street festival with people connecting instantly. One moment you’re walking by, and the next you’ll spot pop-up food stands with festive snacks, or buskers putting on a show on the spot. If you’re in the right place at the right time, you might even catch a surprise entry to a neighborhood celebration that wasn’t on your radar.
Secret Spots & Local-Only Tips for Russian River Valley, USA
Locals’ Favorite Places Tourists Overlook
You won’t stumble upon
quiet gems on TikTok top 10s. Chat with a resident about their go-to late-night spots, and you’ll discover a hidden side of Russian River Valley, USA. Picture a cozy diner hidden away serving off handwritten boards. The average visitor walk by without noticing — and that’s exactly why they’re special.
Tourists miss these spots every day — you don’t have to. Explore the real city with a local today.
Secret Viewpoints and Quiet Corners for NYE Magic
When you wander with intent, you’ll find hidden corners in Russian River Valley, USA, where every spark seems to know your name. No chaos, no synchronized shouting, no confusion — just you and a peaceful pocket of space that almost no one finds. Talk to someone from here and they may suggest a hidden edge of the river, a holy rooftop, or an abandoned reading hall with a view. They’re off the radar of most travelers — but when you see it, it stays.
Not all fireworks need an audience. Reserve your spot in silence and watch magic happen.
Authentic Markets and Hidden Food Stalls in Russian River Valley, USA
Some of the best food in Russian River Valley, USA hides behind curtains of steam and crowds of locals. Don’t expect logos, branding, or food apps — just the same hungry faces returning daily. The kind of place where the grill master knows your order after day two. The flavor evolves — and never disappoints.
Beyond the Fireworks: Where the Locals Gather at NYE
The headline-grabbing fireworks aren’t always the most meaningful. Most don’t even bother with city center plans, they prep charcoal grills and let the kids run wild. Instead of countdowns, you hear memories in melody warms your chest instead of lighting your eyes.
Beyond the Mainstream: Museums, Art Corners & Local Creative Scenes
Traditional museums are silent — but the indie circuit? It buzzes. You might unexpectedly find a late-night music session in a hidden loft, or a retro movie house showing movies you can’t stream from years long gone. It’s the kind of culture that doesn’t seek the spotlight.
Ready to step into the weird, the wild, and the wonderful? Click and go.
Tranquil Retreats That Feel Worlds Away (But Aren’t)
This holiday night doesn’t have to be about packed squares. In Russian River Valley, USA, the deepest memories happen where the city lights fade and quiet takes its place. Take a walk, grab a rental scooter, or just drift toward the calm — you’ll be moved where it takes you.
Unwritten Local Wisdom Every Traveler Should Hear
Each place has its own myths, but the best of Russian River Valley, USA isn’t clickable. They’re passed between neighbors, revealed after trust is built. They might share the alley with impossible food, or where it feels like time slows down. No blog post can capture it, yet it’ll appear when you stop looking.
Most Underrated Spots to Catch NYE Fireworks
You’re not required to be pressed up close with a sea of strangers to feel the spark of the final night in Russian River Valley, USA. Some of the best firework views in Russian River Valley, USA are far from the tourist masses — they’re hidden in plain sight. A quiet stairwell can offer a firework scene that feels personal. This isn’t where the speakers blare — just the hush before the sky erupts that hits even deeper. If you know where to stand, the fireworks feel tailor-made.
Tired of the crowds? Click here to uncover Russian River Valley, USA best-kept NYE firework secrets.
After-Dark Adventures Straight Out of a Film
This isn’t club culture, it’s slow cinema for dreamers. No wait, no fanfare — just silent beauty happening as you walk. Daytime has its charm, but nothing beats the after-dark charm of Russian River Valley, USA.
Celebrate NYE with a Special Dinner in Russian River Valley, USA
A warm dinner with those who matter — while explosions crackle in the sky — feels like a once-in-a-year kind of night. In Russian River Valley, USA, the NYE dining scene embraces both intimate couples looking for fine dining moments, and families craving memorable feasts that even the little ones will delight in. From whispers over wine to big family cheers, Russian River Valley, USA offers dinner spots you’ll want to lock in ahead.
Perfect New Year’s Eve Dinner Venues for Couples in Love
Some moments are built for two, and a candlelit feast is a perfect fit. In Russian River Valley, USA, you’ll find high-end meals with beautiful backdrops alongside quiet spots for unhurried conversation.
Mark the end of the year with flavors that stay with you, and let the last meal of the year be worth every second.
Romantic venues are almost gone — book your candlelit NYE meal before it’s too late.
Kid-Friendly New Year’s Eve Restaurants You’ll Love
Even without fireworks, it can feel perfect — sometimes it’s just a big table, warm plates, and family all around. All across Russian River Valley, USA, you’ll find eateries built for togetherness where families celebrate with kid-approved meals and mocktails.NYE dinner like this becomes a memory that sticks.
Popular spots don’t last long — reserve your spot and create a delicious tradition.
Unforgettable Ways to Dine on New Year’s Eve
For those who value memories over menus, — Russian River Valley, USA has dining ideas that bend the rules. You might find yourself watching dancers while your food steams,. It’s the kind of night where the food is great, but the story is greater,.
Dinner with a Bang: Best Fireworks View Tables
There’s nothing quite like being under a sky lit up while you dine. Across Russian River Valley, USA, you’ll find dining spots with firework-filled skies for your table. Position matters on NYE when countdown vibes hit, especially for a front-row sky show. Lock in your table early, and you’ll enjoy front-row city lights while sipping your drink. Top seats are the first to go — they are gone before dessert menus land. Experienced NYE diners act fast and demand skyline seating.
Make your New Year’s meal sparkle — book a view that’s louder than champagne.
Romantic NYE Dinners by the River, Bay, or Beach
More and more, the world celebrates NYE over waves, not just wine. From glamorous dinner cruises in major cities to cozy waterfront spots in smaller towns, the vibe is clear: water makes everything more magical. No matter how big or small, Russian River Valley, USA makes room for NYE dinners that touch the waterline. Let the water carry your evening into something unforgettable. The best NYE dinners in Russian River Valley, USA might come with gentle waves, candlelight reflections, and that slow, perfect countdown glow.
Don’t miss your chance to dine over water while fireworks light up the sky — book now.
Your Guide to Reserving a Memorable NYE Dinner in Russian River Valley, USA
Nailing the perfect NYE dinner spot can seem easy, but in Russian River Valley, USA, it’s all about when you act.Front-row seats, family-approved timing, or romantic hideouts — they get booked up quickly.So don’t just pick a place — plan like a pro.
Book Early — Like, Really Early
Book early — like, really early, especially if you want fireworks views or candlelight and charm. By December, it’s almost too late, you’re already behind.
Pick the Experience Before the Restaurant
Set your dinner mood first, whether it’s an upscale skyline view, a family-style feast, or a beachside bonfire.
Ask for a “Fireworks View” Table (Literally)
Always ask for a fireworks view — literally, because some spots don’t mention it unless asked. Type it in the notes.
Avoid Being Early or Hangry
Choose your dinner time wisely, because you don’t want dessert before fireworks, but going late means rushing dessert.
Plan for the Unexpected — and Get It in Writing
Read the fine print, in case plans shift. Better safe than sorry.
Be Loud About Allergies, Needs, and Restrictions
Mention dietary needs upfront, because chefs need prep time, and last-minute changes rarely work.
Dress the Part (Even If It’s Casual)
Dress the part — even if it’s casual, because it’s NYE — not a Tuesday dinner. You’ll feel the moment more.
Call, Text, DM — Just Make Sure
Double-check your reservation, especially guest count. Don’t let miscommunication kill the mood.
Secure the Way There — and Back
Lock in your transport early, because Ubers disappear fast. Smooth arrival = perfect night.
Make It Memorable, Not Just Edible
Add a little magic to your choice, whether it’s a surprise course. This dinner sets the tone for your year.
Great nights start with one decision — reserve your NYE seat today before the best views are gone.
Experience the Hype of NYE Concerts & Public Events in Russian River Valley, USA
What makes NYE in Russian River Valley, USA truly unique isn’t just the fireworks or the bass drops—it’s the shared feeling of unity as the whole city counts as one From travelers recording their memories to families cheering with joy, every single person shares a moment of joy That’s why people come back year after year—not just for the fireworks, but for that irreplaceable feeling of joining something greater
Don’t Miss the Biggest Countdown Celebration in Russian River Valley, USA
When midnight approaches, there’s only one hotspot that matters, and that’s the primary NYE concert zone. As the year closes, thousands of people fill the streets for a night they’ll never forget. The music lineup is stacked, with firework-synced songs that turn the city into a living rhythm. As the clock nears midnight, the stage erupts in fireworks, welcoming the new year with cheers. This isn’t just a concert—it’s the moment everything feels alive.
The Most Popular Places to Celebrate NYE with the Masses in Russian River Valley, USA
As the clock ticks closer to the new year, there’s no better way to feel the energy than by being part of the gathering at the most iconic celebration zones. Central city hubs and cultural landmarks become the stage of the celebration, where swarms of people stand packed together for an unforgettable citywide moment. Everyone’s voice blends into one as the final seconds echo through the streets.
Explore the most crowded, high-vibe spots where locals gather for New Year’s Eve magic.
No-Ticket Needed: Enjoy Live Music & Light Shows Across the City
Some of the best NYE moments in Russian River Valley, USA happen where admission is free. A string of pop-up music stages are scattered throughout Russian River Valley, USA, featuring local bands, DJs, and cultural acts. Expect booming speakers, stage lights, and spontaneous dancing crowds—all free to join. The city literally lights up in choreographed light shows, making every corner a surprise show.
See which corners of Russian River Valley, USA will be glowing and booming for free this year.
Best Places to Feel the Energy Without Paying a Dime
You don’t need a wristband or VIP pass to get swept up in the NYE energy. From rooftops, walkways, and elevated streets, there are places that pulse with celebration, completely free of charge. These places are favorites among locals, where you’re free to just *feel* the city come alive. So if youre traveling on a budget, you’re in for a priceless experience.
Check out the top free spots to catch the NYE magic without opening your wallet.
Where to Stay in Russian River Valley, USA for Fireworks, Countdown & Comfort (NYE 2026 Edition)
It’s hard to forget for most NYE guests last year’s New Year’s Eve in Russian River Valley, USA was getting a place with a view. The energy was electrifying, but a hotel just around the corner made it so much easier.
📅 Countdown is ticking— Lock in your hotel before December madness.
Top Neighborhoods in Russian River Valley, USA for New Year’s Eve Celebrations
Selecting the right area to stay in Russian River Valley, USA can completely change your NYE journey. Some zones are just a short walk from key countdown locations and celebration zones. Making it easier to walk, celebrate, and return safely.
A lot of guests who stayed just two blocks from the main square in Russian River Valley, USA say it enhanced their whole NYE experience. Dodging the transport hassle and choosing a central spot made it easy for many experience the night without stress. That proximity really makes all the difference for year-end visitors.
🎇 Want to be where it all happens? Click to find top hotels near the NYE action.
Rooms in the best NYE zones of Russian River Valley, USA sell out fast. Visitors want to be right by the sky display, celebration spots, and public festivities. So your safest choice is to book early and pick a place near the action.
Stay Above the Crowd: Rooftop Hotel Recommendations for NYE in Russian River Valley, USA
Each year, many NYE visitors in Russian River Valley, USA choose accommodations that let them join the countdown without stepping outside. Enjoying the city light up from a private balcony feels like a bucket-list event.
Rooftop-view rooms in Russian River Valley, USA disappear several days—sometimes even months in advance. Options are limited, booking traffic spikes, and chances dry up rapidly.
🔥 These rooms go fast—secure your private NYE sky show today.
Great Value Hotels Near the Best NYE Spots in Russian River Valley, USA
Not all NYE guests want to go all out on five-star hotels during the year-end celebration. There are plenty of popular budget hotels that keep you steps away from the main NYE spots and parties.
The best-value hotels in Russian River Valley, USA get taken quickly during the NYE season. Locking in a room soon can mean the difference between being nearby or landing far away from the countdown.
🔥 These value hotels go fast — Secure your low-cost NYE spot before they’re gone.
Exclusive New Year’s Eve Hotel Deals You Don’t Want to Miss in Russian River Valley, USA
Every season, accommodations in Russian River Valley, USA offer NYE-only offers just for the countdown guests. These discounts are often hidden in online portals or pop up for a short time before they’re unavailable.
Exclusive year-end hotel discounts are active right now in Russian River Valley, USA, but they won’t stick around. Acting fast might be your last opportunity at get a prime location without paying premium prices.
What You Need to Know Before Reserving a NYE 2026 in Russian River Valley, USA Hotel
Many guests who find solid discounts usually secure rooms well ahead. Booking late often means limited options, inconvenient locations, or budget blowouts.
Some simple tricks can make your hotel planning much less stressful and more efficient. Use private browsing, secure it fast, and choose weekdays if you can
💸 Want to save money and stress? Follow these tips before reserving anything.
Explore Russian River Valley, USA with These Limited-Time NYE Deals
Finding the right experience for New Year’s Eve in Russian River Valley, USA can be surprisingly simple. We’ve put together a selection of limited-time offers and exclusive experiences that deliver festive vibes with real savings. From midnight boat tours to intimate food tours, Russian River Valley, USA has a unique experience for each person.Think of wandering through Russian River Valley, USA on December 31st, guided by a seasoned storyteller who reveals the city’s secrets. These exclusive tours aren’t just about sightseeing — they’re about immersive detail, atmosphere, and memories past the countdown. Even now, a few of these exclusive packages are open for booking — but time is ticking.The hours are slipping away, and some of the highest-reviewed New Years Eve experiences in Russian River Valley, USA are disappearing quickly. Some of the can’t-miss tours — from fireworks yachts to illuminated walking routes — are still within reach, but not for more than a blink. If you want this NYE to be truly special, now’s the time to move.
Still thinking about it? Book now before the best tours vanish.
Don’t Miss These Top-Picked NYE Tours You Can Still Join
Still unsure? Just follow what so many of other travelers already voted as top-tier. These aren’t just any listings — they’re the most praised NYE experiences from actual users. You can still snag one of these premium tours — but you need to move.
These are the ones everyone’s raving about — reserve your countdown tour today.
New Year’s Eve Offers You’ll Regret Skipping in Russian River Valley, USA
Why pay full price for your New Year’s Eve when deals like these still exist in Russian River Valley, USA? With flash deals on activities, festive entries, and holiday lodging deals still bookable, you can save without giving up comfort. Whether you’re traveling solo, with your circle, or the whole gang — these deals can boost your experience.
You’ve got one chance to travel for less — Take it before it disappears.
Celebrate in Style: Fireworks & Dinner Packages
Why struggle over reservations and coordination when you can lock in one all-in package that takes care of everything? These top-tier NYE bundles are curated for travelers who want more than the usual — they want the premium journey, without the guesswork. From panoramic holiday dinners to waterfront shows, nothing is left for you to plan — you just show up and smile.
One click gets you dinner and fireworks — Book the bundle before it’s gone.
Underrated NYE Packages Even Locals Miss
Not all the best New Year’s Eve nights are listed on the popular travel apps. These hidden gems often stay unlisted — no big ads, just organic buzz and unforgettable vibes. If you come across one of these underrated options still available, grab it — it’s like landing a local secret.
Hidden doesn’t mean gone — Grab this underrated experience today.
NYE on a Budget: Affordable Experiences in Russian River Valley, USA
Smart wanderers get it: ignore the expensive bundles, stick to the street pulse. Explore outdoor events, join on-the-spot concerts, or get quick eats from vendors open till late. When you move along with the scene and ride the rhythm, you’ll experience a Russian River Valley, USA only the real ones hang in.
Travel smart this NYE — Save now, party harder.
Book Once, Celebrate All Night — All-Inclusive NYE Experiences in Russian River Valley, USA
Want to celebrate New Year’s Eve in Russian River Valley, USA without worrying about a table, NYE entries, and last-minute transport? All-inclusive NYE deals are the way to go. With one simple click, you get access to expert-planned experiences, rooftop views, multi-course dinners, and often including VIP transport. No planning required — all you need to do is show up and enjoy the night.
It’s all set. You just show up and celebrate — tap here to claim your spot.
Unrepeatable NYE Tours — Available for One Night Only
December 31st isn’t like any other — and some experiences are made to elevate that magic. In Russian River Valley, USA, a few offerings only go live for this night: exclusive countdown rides, timed spectacles, or traditional rituals that happen once a year. If you’re ever going to go bold, this is the time to jump in.
Reserve your spot before it’s gone — this tour only runs on December 31st.
These are the festivals and traditions that make NYE 2026 in Russian River Valley, USA so unforgettable
As the last moments of December 31st unfolds in Russian River Valley, USA, the city transforms into a celebration canvas—every part of the city humming with anticipation. The main countdown stage is where everyone flocks as the clock ticks down, often paired with explosive pyrotechnics and big-name music acts. But beyond the glitz, there’s an more soulful layer of celebration—cultural performances, time-honored ceremonies, and folk parades that fuse heritage with NYE excitement.
See why NYE 2026 in Russian River Valley, USA hits differently — click to uncover
What makes New Year’s Eve in Russian River Valley, USA especially unique is the variety of cultural events—from eccentric local festivals and glow-in-the-dark bazaars, to costless spectacles that pull in massive crowds without a paid entry. In some areas, whole districts transform into community party hubs, with artisan booths, local food pop-ups, live demos, and flashmob-style acts that showcase the soul of the city than just a countdown party. If you happen across a traditional puppet show or a light-up celebration, you’ve likely landed in the middle of a NYE twist festival—part tradition, part chaos, all magic.
Whether youre on a solo adventure, with kids in tow, or on a couples getaway, there’s a perfect vibe for every kind of celebration in Russian River Valley, USA. Kid-safe events often feature early countdowns, kid-safe fireworks, and interactive folk tales that mix joy and heritage. Meanwhile, locals gather at open-air venues, small temples, or even tucked-away temples for sacred ceremonies, where candle-lit wishes rise after midnight and chants continue into the early hours. And if youre chasing the after-midnight thrill, stick around—some of the unforgettable memories happen long after the fireworks fade.
Your Guide to Flights & Ground Transport to Russian River Valley, USA for NYE 2026
Getting to Russian River Valley, USA is fairly straightforward, with well-established links by plane and ground transport from different regions and even internationally. A lot of people opt for planes, trains, or buses to reach the city, depending on where they’re coming from.
With New Year’s Eve being a popular time, travel routes might get crowded, but in general, it’s still a smooth journey for most people heading in.
Accessing Russian River Valley, USA is possible through multiple transport options, making it reachable for both regional and international visitors. For extended travel, many choose flights that depart from key airports to Russian River Valley, USA. If you’re traveling from a nearby city, long-haul buses and rail services are great alternatives.In some cases, ferries offer another route, with Uber-style transport or local cars getting you into the center.
Traveling to Russian River Valley, USA around New Year’s Eve? Try to arrange your travel plans as early as possible. Available options become unavailable soon, and last-minute fares can be pretty expensive. Thinking about staying right in the heart of the action?Book now before it’s all sold out.
What Visitors Are Asking About NYE in Russian River Valley, USA
Is it safe to be in Russian River Valley, USA during New Year’s Eve 2026?
Definitely, the city generally strengthens safety measures around New Year’s Eve.
Will hotels sell out fast in Russian River Valley, USA for New Year’s Eve?
Early booking means better prices and closer spots.
Where do people gather to celebrate NYE in Russian River Valley, USA?
Locals and tourists often flock to open plazas or harborside spots to be part of the excitement.
Any good locations to catch NYE fireworks for free in Russian River Valley, USA?
Free-access zones offer great views without any cost.
Can I take the bus or train on New Year’s Eve in Russian River Valley, USA?
Don’t forget to check local schedules, as some even offer free rides after midnight.
Is New Year’s Eve in Russian River Valley, USA kid-friendly?
There are always early evening events suitable for families.
Do restaurants stay open late on December 31 in Russian River Valley, USA?
Having dinner outside on NYE is a usual choice, but you’ll want to book ahead.
Can I still enjoy New Year’s Eve if I skip the nightlife?
You can still feel the excitement without needing to party hard.
What kind of NYE rituals are popular in Russian River Valley, USA?
You might see money throwing, lantern lighting, or fireworks rituals.
What time should I show up to grab a prime NYE viewing spot?
Regulars often claim spots around 9 PM or even sooner.
When the last sunset of the year fades into night, what story do you want to tell? Whether youre drawn to skyline fireworks, cultural sparks, or a once-in-a-year kind of joy, New Year’s Eve 2026 in Russian River Valley, USA is waiting to leave its mark. This isn’t just any NYE — it’s your invitation to go beyond the usual, laugh louder, and create a night you’ll always talk about. Tap into the city’s best events and top-rated things to do for NYE 2026 in Russian River Valley, USA — your night begins now.
Imagine this: you wake up in Russian River Valley, USA, sip something warm, and head out to welcome the last day of 2026 under a skyline that glows. It’s closer than you think — just one click away. Reserve your stay and get your transport locked in before its too late.