Dreamforce is coming to SF in September, but will be smaller than usual

Salesforce announced that Dreamforce is back as an in-person event this year, although there clearly aren’t the usual 170,000 attendees in San Francisco.

During the company’s quarterly earnings call ahead of the holiday weekend, Salesforce CEO Marc Benioff announced plans for “the world’s first Dreamforce” in September, which is expected to take place simultaneously in four cities: San Francisco, New York, Paris and London. There will also be an online option.

Benioff said the company would “follow health guidelines in every city,” and for SF and New York, that would mean requiring proof of vaccination for all participants.

“We’re excited to bring Dreamforce back as an in-person experience, and we look forward to bringing all of our pioneers together for a whole new brand experience,” said Sarah Franklin, President and Chief Marketing Officer of Salesforce in a subsequent article. Press release. “Whether you join us in person or online, this will be the most innovative and immersive Dreamforce ever – another example of how, in this new all-digital world, we can be successful from anywhere. “

As the SF Business Times Reports, Salesforce has not confirmed how many attendees will be able to come to the SF party, but the city has said it wants to limit large events to 5,000 people until October 1.

It could be that Dreamforce organizers get some sort of city-granted exception, and Nicole Rogers of the San Francisco Travel Association told the SF Business Times that plans were underway for Dreamforce to use multiple outside sites, including Oracle Park.

In a typical year, Dreamforce is SF’s largest convention, drawing up to 170,000 people to Moscone Center and increasing traffic as it closes a section of Howard Street. Businesses and downtown hotels are desperate to recoup some convention traffic, so while Dreamforce will likely be a much smaller event this year, any news regarding an in-person convention is welcome.

Ahead of the pandemic, another major SF convention, Oracle’s OpenWorld, announced its move to Las Vegas. It was one of many major business conventions that announced they were leaving San Francisco in part because conventioneers felt less safe on the city streets.

“Dreamforce’s in-person presence will have a profound impact on future convention bookings in San Francisco for 2021 and beyond,” San Francisco Travel President and CEO Joe D’Alessandro said in a statement. . “This event will show the world that San Francisco is open and well back on the road to recovery from the pandemic. “


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