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.

Dreamforce 2021

Salesforce is taking a hybrid approach this year. Dreamforce 2021, taking place September 21-23, 2021, will host a select few attendees in San Francisco, while the rest of the world will be joining virtually. Initially, Salesforce planned to host various hubs around the world, but due to Covid restrictions, this looks not to be happening.

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 ‘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 September 21-23, 2021 in San Francisco, and around the world virtually.

Dreamforce San Francisco key facts:

  • Location: “an initimate, outdoor campus” in 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).
  • Sponsors can purchase sponsorship packages that grant a physical booth in a ‘high traffic area’ (ie. partner expo)

How to Attend Dreamforce 2021

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

  • Invite-only attendees at the “Dreamforce San Francisco”
  • 60,000 viewers expected to attend online

Can You Attend Dreamforce 2021 Virtually?

Salesforce officially announced Salesforce+ on the 10th of August, a new streaming service that will centralize Salesforce’s live experiences, as well as original series, podcasts, and other programming. Think of it as Netflix meets Trailhead.

For those that will be attending virtually, Salesforce+ will be the platform used (for the first time), to host all virtual attendees.

Read more: Announcing Salesforce+, New “Netflix-like” Streaming Service

Dreamforce 2021 Registration

For those that are attending virtually, Dreamforce is now open for registration! Signing up using the following link, will give you free access to Dreamforce using Salesforce+, the debut of this new streaming service.

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.

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

16 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.

  4. Tom from Germany


    “Dreamforce” in Paris and London outdoors, with <200 participants is a joke. What is this? A flagpole, 2 mascots and a small stage? I think rather cancel it, than calling this "Dreamforce".
    Also not being able to announce any mode of attendance 6 weeks before the event shows the struggle they have.

    I think we can wipe this from our agendas for this year. Hope to be back in SFO next year with the crowd!

    1. Hey Tom,

      It is a shame that we won’t see a full-scale Dreamforce this year. However, with the Slack acquisition completing, I’m sure we will see some big announcements as per a normal year at Dreamforce!


  5. The Pandemic has thrown up all sorts of changes which will affect us all. Looking forward to hearing about all these changes and how they will improve how we work and how we live. Have a few general themed talks that will encourage discussion.

  6. Has anyone heard an updated attendance number? I heard it has gone from 5k to 2k, but haven’t been able to verify that anywhere.

  7. I don’t know how they picked the in person invites, but I got mine on Friday. I didn’t even notice that email til I got a follow up reminder today—I didn’t even think they were doing in person events this year.

    The only thing I can think of is that the email is addressed “Calling all Trailblazers”. So maybe they picked randomly from that pool?

  8. How to watch the sessions that you have missed? I’m in CEST timezone so most of them are late night for me so cannot watch them live:(

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