Dreamforce 2022: Tech Megacon Brings Massive Crowds, 30ft Waterfall and Puppy Playground to SF

Dreamforce 2022: Tech Megacon Brings Massive Crowds, 30ft Waterfall and Puppy Playground to SF

A flood of Dreamforce attendees saturated the streets around Moscone Center on Tuesday, bringing 2019-style crowds to downtown San Francisco for the city’s biggest conference in three years.

A sold-out crowd of 40,000 crowded a closed block on Howard Street and the three Moscone Center facilities, with massive lines and pedestrian traffic jams outside each building. Convention halls and escalators were packed with people, who seemed largely indifferent to COVID, as only a few wore masks. They marveled at a show that included a 30-foot man-made waterfall with moss rock formations, a puppy play area and digital recordings of butterflies at the entrance, all meant to evoke the theme of the National Park of the conference.

It was a mix of summer camp, arts mega-festival and heavy corporate branding – with tech heavyweights like Amazon, TikTok and IBM all operating extravagant booths on the show floor at Moscone South . Exhibits included a mini ski lift with Salesforce’s cartoon mascots and a wooden campsite. There were nearly half a dozen overflow seats, streaming live video from speakers and panels.

Celebrities such as singer Bono, actor Matthew McConaughey and former Vice President Al Gore will all speak at the event this week.

Derek Williams guides attendees as they make their way to the exhibit hall during the Dreamforce 2022 conference in San Francisco.

Carlos Avila Gonzalez/The Chronicle

Salesforce co-CEO Marc Benioff told a press conference on Tuesday that it’s the biggest Dreamforce ever. The company previously said there were more paying attendees onsite than in 2019.


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