Complete Guide to Dreamforce 2021

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Dreamforce is Salesforce’s main conference which takes place in San Francisco annually. Attracting 170,000+ attendees (in non-COVID times), and taking place over multiple days, it qualifies as one of the largest tech conferences globally.

Dreamforce has earned a reputation as an atypical conference, unlike traditional corporate IT events. The ‘Trailblazers’ (Salesforce professionals) that attend enjoy learning at 2,700+ sessions, networking, and the famous entertainment (a concert featuring a famous headliner, plus many parties to hop in and out of across the city). Dreamforce is a spectacle of the latest Salesforce innovations that never fails to disappoint.

Salesforce is taking a hybrid approach this year. Dreamforce 2021 expects 10,000-20,000 attendees on site in different cities around the world – San Francisco, New York, London, and Paris – known as the “Dreamforce Global Hubs”. 60,000 viewers are expected to attend online, taking the total audience to 80,000 approximately.

In this guide, you’ll find the around-the-clock festival proposed agenda, plus the following information about Dreamforce ‘21:

  • Dreamforce 2021 Dates
  • Dreamforce 2021 Location
  • How to Attend Dreamforce 2021
  • Can you Attend Dreamforce 2021 Virtually?
  • Dreamforce 2021 Registration
  • Dreamforce 2021 Agenda
  • Dreamforce COVID Policies
  • Dreamforce accommodation
  • Dreamforce packing list
  • Dreamforce Parties

Dreamforce ‘20 was held virtually due to COVID-19 restrictions for the first time in the event’s 17 year history. While a disappointment for some eager community members, a virtual event opened up an opportunity for the millions around the globe who find it hard to attend. Let’s hope the new global approach will continue to make this an inclusive event.

Dreamforce 2021 Dates

Dreamforce will take place in San Francisco, New York, London, and Paris. San Francisco is the main location for Dreamforce.

Dreamforce San Francisco key facts:

  • Location: downtown San Francisco, with many of the all-time favorite Dreamforce Campus locations (eg. the Moscone Center, Yerba Buena Terrace, Howard Str. and the St. Regis hotel). Dreamfest will take place at Oracle Park, as it has for a number of years.
  • Sponsors can purchase sponsorship packages that grant a physical booth in a ‘high traffic area’ (ie. partner expo)

Dreamforce New York key facts:

  • Location: Javits Center
  • Driving the ‘Climate Content Track’ with content from the UN General Assembly
  • Capacity: 1,500+ indoors, 750 outdoors.

Dreamforce London key facts:

  • Location: Tobacco Dock
  • UKI Luminary speakers
  • Capacity: 1,000 indoors, 500 outdoors

As a London-based team, is flying the Union Jack flag to welcome Dreamforce to the UK (we give a big thumbs up to the choice of venue, Tobacco Dock, which hosted the fantastic Salesforce Live event in July 2021).

Dreamforce Paris key facts:

  • The pan-European event, catering to the whole of Europe.
  • Location: Porte de Versailles, Hall 4 (Dreamfest at Le Dome de Paris)
  • Capacity: 5,000 indoors, 500+ outdoors

How to Attend Dreamforce 2021

Getting a conference pass will work differently this year because Dreamforce is reported to be an invite-only event.

  • 10,000-20,000 onsite attendees at the “Dreamforce Global Hubs”
  • 60,000 viewers expected to attend online

Exclusive invitations will be sent to specific people so that Salesforce can maintain their desired composition of attendees – that is, 50% key customers/target prospects, 20% Salesforce employees, 15% from the Salesforce community (MVPs – TBC), 8% partner sponsors, and speakers/special guests making up the remainder. 

Can You Attend Dreamforce 2021 Virtually?

60,000 viewers are expected to attend online (the online eligibility is not confirmed)… and what a treat they will be in for!

The Salesforce events teams have been working on Salesforce+. Think of it as Disney+ meets Peloton.

The previews of the Salesforce+ platform are impressive, however, while still in progress, it would be too premature for us to publish images. Once confirmed, rest assured, we will update this guide.

Dreamforce 2021 Registration

As it stands, Dreamforce 2021 will be an invite-only event to maintain the desired composition of attendees. Think about it, ≈ 30,000 is a far cry from 170,000 attendees from Dreamforce 2019! If this changes, we will update this guide.

Dreamforce 2021 Agenda

Sessions will be broken into two main categories “Roles” and “Industries”:

  • Roles, eg. Sales, Admin, Architect, Marketers, Commerce,
  • Industries – following Salesforce’s big Industry Cloud focus (formerly Vlocity) and subsequent acquisition spree for specialists. C360 and Industries will have a dedicated channel.

Note: this is all subject to change.

Sessions will be broadcast across 3 Salesforce+ channels, a mixture of live, pre-recorded/ scheduled, and pre-recorded/on-demand.

The proposed agenda is impressive, running all-around-the-clock that will take advantage of the overlap in the 4 onsite time zones (continental Europe, the UK, East Coast, and Pacific) and catering to others (eg. APAC).

Dreamforce COVID Policies

We are planning the first global Dreamforce with a safety-first mindset, and a post-pandemic lens


Salesforce has partnered with Pandefense, to outline regional COVID protocols, including onsite escalation rapid PCR tests in all locations, and proof of vaccine for US attendees. These protocols are subject to change.

Dreamforce Accommodation

Hotels for Dreamforce are in demand. Accommodation providers can guarantee a highly-inflated demand when Dreamforce is happening.

Our tip: book early. Even if you are uncertain, lock in those affordable rates! Do your search on hotel aggregator sites (, to filter down to which hotels will offer you free cancellation policies (Airbnb is another option, although be aware of the cancellation policies that can often catch you out).

The best approach is to book accommodation for Dreamforce in San Francisco downtown. All that walking during the conference takes its toll, public transport is sparing (and very busy), plus traffic is unimaginably bad. While you may not be able to get accommodation in a prime location for Dreamforce, have your expectations set for your agenda and evening plans to avoid wasted time and frustration.

Dreamforce Packing List

Deciding what to pack for Dreamforce can be challenging. has provided a list of what to pack for Dreamforce, ever since Ben McCarthy attended for the first time back in 2014. Over time, the list has remained consistent (except the tech referenced!).

In light of the pandemic, we will be updating this section at a later date, once local guidance is confirmed.

Dreamforce Parties

Dreamforce is known for its nightlife offering, with Salesforce partners taking ‘the reins’ just as the Dreamforce agenda winds down for the day.

As the event details and sponsors are still being finalized, we can’t write our annual “Ultimate Guide to Dreamforce Parties”. As soon as we hear about any Dreamforce events, you’ll find out from our guide and Salesforce events page. For nostalgia, here’s our archive of Dreamforce parties (yes, our progression in branding is something worth remarking on!)

Dreamforce Networking

Is Dreamforce worth it for networking? 100% yes! Networking is one of the major reasons why people attend Dreamforce. Check out “11 Bullet-proof Networking Questions to use at Dreamforce

What’s Next?

Who’s excited for Dreamforce ‘21? With lockdowns sending many of us into a state of craving social interaction, an in-person event is certainly a novelty. We’ll be updating this guide with the latest information as it unfolds – so stay tuned!

We’re thrilled to bring Dreamforce back as an in-person experience, and we can’t wait to bring all our Trailblazers together for a completely new brand experience. Whether you join us in person or online, it will be the most innovative and immersive Dreamforce ever — another example of how, in this new all-digital world, we can achieve success from anywhere.

– Sarah Franklin, President and Chief Marketing Officer, Salesforce

6 thoughts on “Complete Guide to Dreamforce 2021

  1. I suspect Dreamforce 2020 will be a scaled back virtual only event. It will be too early to gather 170K in downtown San Francisco.

  2. We’d love to participate! Will depend on how they’re inviting sponsors. I.e. are they only inviting top tier sponsors? Will top tier sponsors get first dibs at the in-person programs? I wish they’d release more info for partners as many of us are already working on Q3 plans. Thanks for the update!

  3. I’m glad it will also be virtual. Not everyone can be vaccinated, and even if they are, not everyone is comfortable with crowded indoor events, and those people should still have the chance to take part.

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