Dreamforce. Still the event that dreams are made of. Every year a crowd of trailblazers descends on San Francisco for that one-of-a-kind mix of learning, laughter, and late-night networking.
For Eric Dreshfield, Salesforce MVP Hall of Famer and founder of Midwest Dreamin’ and Dreamin’ in Data, this annual migration is as reliable as the Monarchs returning to Capistrano. Except his involves American Airlines, BART, Lyft, bacon, and way too much caffeine.
This year is a little different. It is not just about showing up. It is about all of us, using our time, talent, and connections to make a difference.
Soft items. Strong messages.
Giving back with Project Night Night.
Once again, Eric is partnering with Project Night Night, the nonprofit that sends Night Night Packages to children experiencing homelessness: a blanket, stuffed animal, and an age-appropriate book, all tucked inside a tote bag. Something that is theirs, no matter where they call home for the night.
Bid on a full conference pass. Every donated dollar from the winning bid goes straight to Project Night Night. The winner receives admission to the event. Travel, accommodations, and meals remain the sole responsibility of the winner.
The annual gathering of Dreamforce newbies, longtime attendees, and everyone in between. Breakfast at Sears Fine Food, near Union Square. Come early, share a meal with a new friend. Every ticket helps send more Night Night Packages.
The Dreamforce survival kit.
Eric has been handing out these tips for years and still stands by every one of them.
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01
Shoes
Forget cute. Think comfortable and broken-in. You will walk far more than you imagine.
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02
Laptop
Leave it in your hotel safe. Take notes on a tablet, your phone, or go old school with pen and paper.
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03
Layers
San Francisco likes surprises. Dress in layers and bring a hoodie. Karl the Fog does not check the schedule.
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04
Water and food
Stay fueled and hydrated. Bring a refillable bottle and pack a protein bar. Caffeine and sugar are short-term fixes with hard landings.
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05
Talk to people
The magic starts when you step out of your shell. It is as easy as: “Is this your first Dreamforce?”
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06
Evening events
Dreamforce does not clock out at five. Pace yourself. Your eight a.m. tomorrow will thank you. This is a marathon, not a sprint.
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07
Training and certification
If you can manage pre-conference courses, do it. Salesforce training is deeply discounted and worth every second.
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08
Keep the spark alive
Local community groups and regional Dreamin’ events keep new friendships alive year-round, in person and online.
The Golden Gate Bridge walk.
Every year, before the crowds descend on Moscone, Eric laces up and leads the Golden Gate Bridge Walk. There is something about watching the sunrise over San Francisco Bay, the feeling of that bridge under your feet, that resets the entire week ahead.
He usually repeats it at the end of the week too. After all the walking during Dreamforce, two more miles across the Golden Gate is his way of closing out the week. You are welcome to walk back across into the city if you want. He has done it before and ended up walking and talking all the way back to Union Square.
Why he keeps coming back.
Dreamforce is not just about new releases or sessions. It is about people, the small moments, and the ripple effect they create. This year, that ripple is real: learning, connecting, and helping bring comfort to kids who need it most.
Make DF25 matter
Bid on that pass, join the breakfast, or come walk the bridge. Let’s make Dreamforce 2025 not just another conference, but a once-a-year, week-long event that carries us all forward.