Dreamforce 2022 expected to boost San Francisco economy


Visitors flock to San Francisco ahead of the annual Dreamforce conference. Dreamforce is always one of the biggest conventions in town, and this year is no different.

All eyes are on the event and the hope is that it sends out a clear message that San Francisco is open for business.

The Moscone Center area has been redesigned to welcome the conference. In previous years, 171,000 attendees flocked to San Francisco for the event, but then the pandemic struck.

Although Dreamforce was back last year, between 1,000 and 1,500 people attended in person. This year there will be significantly more visitors.

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“You’re going to have over 40,000 people here in San Francisco for Dreamforce, and those people will be staying in hotels, shopping at restaurants, going to attractions and museums, that’s really the economic boost that we needed,” said Joe D’Alessandro of of the SF Travel Association.

Alex Bastian of the San Francisco Hotel Council said the city’s hotels are filling up, including the city’s largest hotel, the Hilton, which is full.

“That means we have a lot more visitors,” said Bastian. “We have restaurants that will be full. We have cafes that will thrive. All of us if the city does well on the tourism front.”

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Tropisueño is just a few blocks from Dreamforce, and Sylvia Sopher said the return of 40,000 visitors means the restaurant is fully booked. That means chefs and waiters, vendors and florists all benefit from the conference.

“We booked the restaurant for three days, so it’s huge,” Sopher said. “A big, big celebration here, as you can see here, a lot of flowers and things are being installed here right now, so it’s going to be a huge event.”

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The city’s hospitality industry is hoping Dreamforce will signal the start of a return of regular large conventions. Right now, all eyes in the conventions industry are on San Francisco. “When a convention goes to a city, it wants to see how other conventions in that city have done, how the city has done,” D’Alessandro said. “So it’s really an important part of our business strategy to make sure that these conventions, these big conventions, when they come to San Francisco, go well.”

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Dreamforce officially begins Tuesday and runs through Thursday.

Meanwhile, Salesforce CEO Marc Benioff announced $25 million in new grants to support school districts and nonprofit educational institutions across the country and here in the Bay Area, with funding for schools in Oakland and San Francisco.



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