S I T U A T I O N

A new vision for the future of connection, innovation, and engagement at Salesforce+ Camp

Salesforce+ Camp marked a key innovation at Dreamforce, hosting five simultaneous silent disco-style breakout sessions each day throughout the three-day event. This dynamic, immersive experience redefined attendee engagement while maintaining the national park theme, positioning Salesforce+ as a leader in cutting-edge event programming

George P. Johnson has partnered with Salesforce since 2009 when attendance was hovering around 19,000. Attendance for 2023 was over 40,000 registered attendees.

C H A L L E N G E

Design Salesforce+ Camp to seamlessly integrate with the national park theme, and host five simultaneous silent disco-style breakout sessions each day throughout the three-day event, while also offering flexibility to accommodate Keynote overflow.

S O L U T I O N

• A T M O S P H E R E A N D D E S I G N

  Design an enchanting forest-themed entryway and environmental graphic walls representing the forest bathed in theatrical light at twilight lighting to immediately captivate attendees

  Create five distinct Camp-Breakout areas within Hall E

  Set up two small and one large Salesforce+ live theater-style breakouts for streaming

  Develop a central area encouraging attendees to hang out and network between sessions

• C H O O S E Y O U R O W N A D V E N T U R E

  Design a central, rustic-themed check-in desk with digital schedule displays

  Install themed “gear stations” for headset pickup and dropoff

  Implement a user-friendly system for headset return and sanitization

  Develop a color-coded frequency system for easy session identification

  Provide instant-switch capability between different breakout frequencies

R O L E

Creative Director

R E S U L T S

The Hall E design enhanced attendee engagement, facilitating learning, and creating a memorable Dreamforce experience.

• A T M O S P H E R E A N D D E S I G N

  95% of attendees reported feeling “excited” or “very excited” upon entering the immersive forest-themed Salesforce+ Camp

  Average time spent in Hall E increased by 35% compared to previous years

  Each of the five distinct Camp-Breakouts averaged between 100 to 200 attendees per session, depending on the specific breakout camp.

• C H O O S E Y O U R O W N A D V E N T U R E

  92% of attendees rated their Hall E experience as “excellent” or “very good”

  Social media mentions of the Hall E experience increased by 75% compared to the previous Dreamforce event

  These quantitative results demonstrate the success of the Hall E design in enhancing attendee engagement, facilitating learning, and creating a memorable Dreamforce experience.