Dreamforce industry sessions
Historic multi-day buyout for tech industry sessions and networking events during Dreamforce.
Client
Salesforce
Category
Arts & Culture, Tech
CHALLENGE
Salesforce is committed to hosting its signature conference, Dreamforce, in San Francisco through 2027. The conference's footprint has expanded in recent years from the Moscone Center to SFMOMA. This year marked a historic multi-day buyout of the museum's spaces for ancillary industry events. The challenge was felt in the delicate balancing act of maximizing hosting opportunities and revenue while thoughtfully communicating impact to internal teams and managing expectations.
SOLUTION
Guided the rental events team leaders from leaning too heavily on top-down announcements to collaborative planning with key department staff to provide advance notice and allow concerns to be voiced. Encouraged partnership with the People Team to support museumwide communications of relevant logistical updates leading up to and through event week.
OUTCOME
Cross-departmental involvement early in the process to assess impact, reducing anxieties associated with the potential disruption to workflows and time-bound projects in museum spaces. A better understanding of it as a strategic institutional priority with long-term benefits that support the museum's mission and offer it visibility within the tech sector, which is intrinsically tied to the growth and revitalization of the city, as much as the arts.
