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San Francisco’s Biggest Conference Is Back But a Full Recovery Remains Elusive

Dreamforce will be San Francisco’s biggest convention since the pandemic hit. The city is different now.

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Benioff Brings Dreamforce Back to San Francisco

Tens of thousands of techies will frolic through kitschy national park-themed decorations in San Francisco’s downtown this week as Salesforce Inc.’s annual Dreamforce conference returns in full after two pandemic years.

It will easily be the largest conference the city has seen since early 2020, said Joe D’Alessandro of the San Francisco Travel Association. Company and city leaders are touting the event as a symbol of pandemic recovery, with the estimated $40 million of revenue that Dreamforce will generate for the city and a new $25 million donation to city schools.