Dreamforce is back in San Francisco, and it’s shaping up to be the biggest one yet. Three days at Moscone Center, tens of thousands of Trailblazers, and a full week of keynotes, product news, and parties packed into the streets of SoMa.

If you’re heading out for it, this guide covers what you need to know before you land: the official dates and schedule, what to expect from the week around the conference, and where to find GRAX, starting with the happy hour we’re hosting the night before it all kicks off.

What is Dreamforce?

Dreamforce is Salesforce’s flagship annual conference and, by most measures, the largest software conference in the world. What started in 2003 as a gathering of about 1,300 people at the Westin St. Francis has grown into an event that pulls in well over 100,000 attendees between the in-person crowd and the Salesforce+ stream.

This year’s theme is the Agentic Enterprise, and just about everything on the agenda points back to it: deploying AI agents across sales, service, and marketing, using Data Cloud to give those agents something real to work with, and figuring out where humans still belong in the loop. If your Salesforce org is anywhere near this conversation, Dreamforce is where the roadmap gets debated in public.

Dreamforce 2026 dates and location

Dreamforce 2026 runs September 15-17 at the Moscone Center in San Francisco, spanning the North, South, and West buildings, plus a free virtual program on Salesforce+ that extends through September 18.

For those coming in early, Trailblazer Bootcamps run September 12-14 ahead of the main event, and the Conference pass covers all three main days, including keynotes, breakouts, theater sessions, hands-on workshops, roundtables, the Welcome Reception, and Dreamfest.

Pricing has moved through a few tiers already this year, so check the official registration page for current rates before you book. Group pricing is also available for teams of three or more.

What’s happening during Dreamforce week

Beyond the main conference floor, the week is built around a few marquee moments:

• The Welcome Reception kicks things off as an early chance to meet other attendees and the Agentblazer community before the sessions start.
• Dreamfest, the benefit concert that’s raised more than $130 million for UCSF Benioff Children’s Hospitals since it began, closes out the week. The headliner is typically announced closer to the event, following acts like Metallica and Benson Boone in recent years.
• The Expo Hall is where most of the ecosystem lives during the day, with exhibitors, demos, and, yes, a good amount of swag and raffles.
• Keynotes and speaker sessions, led off by Marc Benioff, with a lineup this year that includes Tony Robbins, Sterling K. Brown, and MIT’s Renée Richardson Gosline, among others.

And then there’s everything happening outside the official schedule. Partner happy hours, breakfasts, and dinners fill up SoMa the moment badges go live, which is exactly where we come in.

GRAX Dreamforce Kickoff Happy Hour

The best night of Dreamforce week happens before Dreamforce actually starts.

We’re taking over Mariposas, two minutes from Moscone, on the evening before everything kicks off. Good drinks, a great room, and zero conference noise. No badge scanners, no pitch decks, just a solid way to start the week off right.

Key details:

• 📍 Mariposas, 825 Mission Street, San Francisco, CA 94103
• 🗓️ Monday, September 14
• 🕒 5:00 – 9:00 PM

What’s waiting for you:

• Hosted bar and food all night. Come straight from badge pickup or whenever your evening allows.
• The right room. Salesforce architects, admins, and data leaders, with real conversations instead of small talk over a booth.
• 1:1 time with GRAX experts. Talk through what getting your Salesforce data AI-ready actually involves.
• Giveaways worth sticking around for. We’re raffling off a PS5, plus more prizes throughout the night.

This happy hour is hosted in partnership with the Ascendx Group: Eposly, Ortoo, and Documill.

While you’re at it, say hi to our sister company Eposly

GRAX isn’t the only Ascendx company you’ll want on your radar this Dreamforce. Eposly, the native point-of-sale solution built directly on the Salesforce platform, is also sponsoring at Dreamforce this year.

If you’re running any face-to-face sales process on Salesforce and you’ve ever wished checkout and payments didn’t require a separate system bolted on the side, Eposly is worth the conversation. If you’re in the public sector, check out the event listing for details and add it to your Dreamforce week alongside our happy hour at Mariposas.

Reasons to make Dreamforce part of your week

The scale is genuinely useful. With this many people in the Salesforce ecosystem in one place, the hallway conversations end up being as valuable as the sessions themselves.

The agenda tracks where Salesforce is actually headed. Agentforce and Data Cloud aren’t side topics this year, they’re the through line. If you’re trying to figure out how agentic AI fits into your org, this is where that conversation happens first.

The side events are where the real networking happens. Between the Welcome Reception, partner happy hours, and Dreamfest, the unofficial schedule is often just as packed as the official one, and a lot more relaxed.

Know before you go: a few practical tips

• Book your hotel now if you haven’t. Rooms near Moscone fill up fast, and Salesforce releases a reserved block during registration.
• Build your schedule in the Salesforce Events app. Session rooms shift between buildings, and popular sessions fill up.
• Wear shoes you can actually walk in. Moscone North, South, and West cover a lot of ground, and so does the rest of SoMa once the side events start.
• Pack layers. September in San Francisco means fog in the morning and sun by afternoon, sometimes on the same block.
• Leave room in your evenings. The best conversations at Dreamforce rarely happen on the main floor.

Can’t make Dreamforce this year?

Whether or not you can make it to San Francisco, you can still see how GRAX approaches Salesforce data protection, replication, and AI-readiness on your own time.