Dreamforce 2022 brings 40,000 people, singer Bono and more to SF

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

A 40,000-person sold out crowd took over a closed off block on Howard Street and all three Moscone Center facilities, with massive lines and pedestrian congestion outside each building. Convention rooms and escalators were packed with people, who largely seemed unconcerned about COVID, as only a few wore masks. They marveled at a spectacle that included a 30-foot artificial waterfall complete with foam rock formations, a puppy play area and digital recordings of butterflies at the entrance, all meant to evoke the conference’s National Park theme.

It was a mix of summer camp, arts megafestival and heavy corporate branding – with tech heavyweights like Amazon, TikTok and IBM all operating extravagant booths on the expo floor in Moscone South. Exhibition displays included a mini ski lift with Salesforce’s cartoon mascots and a wooden campground. There were close to a half-dozen overflow seating areas, beaming in live video from speakers and panels.

Celebrities including singer Bono, actor Matthew McConaughey and former vice president Al Gore will all speak at the event this week.

Derek Williams guides attendes 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 said at a press conference Tuesday that it was the biggest Dreamforce ever. The company previously said there were more on-site paid attendes than 2019.

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