Your first Dreamforce: what to expect and how to make it count

The vibe: community, curiosity, and a little bit of spectacle

Dreamforce is anchored at San Francisco’s Moscone Center and spills across nearby hotels and venues. Think thousands of attendees, hundreds of sessions running in parallel, a sprawling expo floor (the “Campground”), outdoor activations, and evening events. The energy is friendly and curious; people are generous with tips, intros, and lessons learned. You’ll feel that in the keynote theater, in hallway chats, and in the Trailblazer community spaces, named the “Trailblazer Forest”, where practitioners swap hard-won best practices.

Practical tips for your (first) Dreamforce visit

A day in the life at Dreamforce

• Early morning: Coffee, badge check, and a walk to Moscone. If it’s keynote day, expect lines. Get there early for a good seat, or plan to watch from an overflow lounge.
• Late morning to afternoon: Breakout sessions, hands-on demos, the Campground, and small-group discussions. You’ll weave between buildings, so plan walking time.
• Late afternoon: Customer stories and product deep dives. This is where “how we actually did it” case studies shine.
• Evening: Receptions, community events, and the big charity concert known as Dreamfest (which is on Wednesday, October 15). It’s where the tech talk continues, just with music and bright lights.

Moments you don't want to miss

• Opening keynote: It sets the tone for the year: vision, strategy, and the roadmap for platform priorities like AI, data, and trust. Even if you’re not a keynote person, this one is worth your time.
• Product keynote: Sales, Service, Platform, Marketing/Commerce, Data, AI/Einstein. These dive deeper into features, demos, and customer wins. They’re your best window into what will matter in the next 6 to 12 months.
• True to the core: A candid Q&A with Salesforce product leaders. Expect tough questions and straight answers; loved by admins, architects, and execs alike.
• The Campground: A massive showcase of Salesforce products, solutions, and partners. It’s where you’ll see working demos, meet product managers, and discover tools you didn’t know you needed.
• Trailblazer Forest: The community-and-learning heart of the Campground. It’s an immersive, woodland-themed hub where the Trailblazer Community comes to life. Pop in for hands-on demos, earn Trailhead badges, catch short theater talks from admins, architects, and product experts, and get practical guidance on certifications and careers. And since you’ll be there anyway, be sure to visit booth #7, it’s where you will find our Plauti colleagues. They will be happy to tell everything about our Salesforce native data quality management solutions.

How to make Dreamforce yours (and avoid FOMO)

• Define your north star: Pick two or three themes tied to your goals. Examples: AI adoption, data quality and governance, revenue operations efficiency, or customer service transformation.
• Build a 70/20/10 plan:
  • 70% must-do sessions aligned to those themes. One of the sessions you should visit is Metadata & Data Quality: Building the Tech Foundation for AI, hosted by our CEO, Sten Ebenau.
  • 20% exploratory sessions to challenge your assumptions or learn adjacent topics.
  • 10% pure serendipity. Walk the Campground, follow an interesting conversation, say yes to an unexpected invite.
• Anchor around conversations, not just content: Use sessions as a starting point to meet speakers, product managers, and peers. A 10-minute hallway chat can be more valuable than a 40-minute deck.

Practical survival tips from seasoned attendees

• Forewarned is forearmed. Keep in mind that Dreamforce can be incredibly busy in many ways. There's a constant coming and going of many, many people, and you'll receive a lot of new information. So take care of yourself and avoid information overload. Read our Do’s and Don’ts guide to prepare yourself for the full Dreamforce experience.
• Shoes beat style: You’ll walk a lot. Your feet will thank you.
• Pack light, think long day: Battery pack, water bottle, light layer (indoor A/C varies), and a simple notebook to jot insights quickly.
• Hydrate and snack: There’s plenty of coffee and snacks, but lines can get long. Carry something small for when you’re racing between buildings.
• Timeboxing is your friend: Sessions fill up, so book alternates. Assume 10 to 15 minutes to move between venues.
• Use the app and Agenda Builder: Favorite more sessions than you can attend, keep your top picks at the start of each time slot, and let push notifications guide you to overflow rooms if needed.

Navigating the Campground like a pro

The Campground is equal parts product museum and partner marketplace. It can be overwhelming unless you come with intent.

• Start with a quick lap: Get the lay of the land: Salesforce product zones, customer success areas, and partner booths. And while you’re at it, visit booth #353 and come say “hi” to our Plauti colleagues. Talk with us about the importance of good data management, win awesome LEGO prizes in our raffle, and get yourself some customized Tony’s Chocolonely chocolate bars.
• Book targeted demos: If you’re evaluating tools, schedule in advance. Ask vendors for customer references that match your industry, region, and scale.
• Ask ROI-first questions:
  • What business outcomes did customers achieve, and how quickly?
  • What integrations are out-of-the-box, and where are common gotchas?
  • What does adoption look like for admins, end users, and data teams?
  • How do you measure ongoing value—what dashboards and KPIs matter?

• Take photos of booth signs and slides: It’s a lifesaver when you’re compiling notes later.

Food, wellness, and quiet spaces

• Food: Expect a mix of catered lunches, outdoor stations, and nearby cafes. Dietary needs are generally well covered. You can ask volunteers for directions to the right stations.
• Wellness: Look for meditation and recharge lounges. Even 10 minutes off your feet can reset your day.
• Quiet work spots: Hotel lobbies near Moscone, tucked-away seating in upper floors, or designated work areas are your best bet for quick emails or calls.

Security and logistics basics

• Badge and ID: Keep them handy; security checkpoints are common for keynotes and evening events.
• Accessibility: If you need accommodations, reach out via the event app or info desk early. The staff are helpful, and planning ahead ensures smooth sailing.

How to leave with value that lasts

• Write your “Top 10” on the plane home: Key insights, decisions, vendors to shortlist, and risks to investigate.
• Share a 1-page debrief: What you learned, what you recommend, and what you’ll trial in the next 90 days.
• Book post-event checkpoints: Schedule follow-ups with vendors, Salesforce contacts, and new peer connections while the context is fresh.
• Translate inspiration into experiments: Pick one or two low-risk pilots that test assumptions and show measurable impact quickly.

Final thoughts

Dreamforce is big, bright, and buzzing. But it’s also human. If you arrive with a clear purpose, a comfortable pair of shoes, and the curiosity to talk to strangers, you’ll walk away with more than swag: new ideas, real connections, and tangible next steps for your work. Enjoy it; your first Dreamforce only happens once.