Supporting one of the world’s largest technology events through trusted partnerships and multi-client execution.
The Scale of Dreamforce
Salesforce’s Dreamforce isn’t just a conference — it’s a citywide production. Each year, more than 150,000–200,000 attendees converge on San Francisco for three days of innovation, education, and community, spread across 12–15 venues throughout downtown.
For Mountain View Staging, Dreamforce 2025 represented another chapter in a long-standing relationship supporting this flagship event — working both directly with Salesforce and in close partnership with George P. Johnson (GPJ), alongside additional activations for other clients throughout the show footprint.
Much of that continuity is driven by experienced leadership behind the scenes, including Donte Jones, who has successfully managed Dreamforce operations for MVS across multiple years — bringing consistency, institutional knowledge, and calm execution to one of the industry’s most demanding events.
Operating Inside a Citywide, Multi-Client Environment
Dreamforce spans nearly every corner of downtown San Francisco, including:
• Moscone Center (North, South, and West)
• Salesforce Tower (executive and C-suite environments)
• Hilton, Marriott, and InterContinental Hotels
• Expo floor activations and auxiliary venues
MVS provided production services, technology, and staffing across multiple environments, collaborating with GPJ on major show areas while also supporting direct Salesforce needs and select expo activations for Sparks.
The production timeline reflected the scale and complexity:
• 8–10 days of load-in
• 3 days live
• 3–4 days of strike
• Approximately 75 MVS crew members supporting concurrent venues and clients
Enterprise-Grade Technology Built for Complex Shows
A major highlight of Dreamforce 2025 was the expanded deployment of MVS Marquee, MVS’s proprietary digital signage platform.
Across GPJ-led environments, Salesforce-direct spaces, and select expo activations, Marquee enabled:
• Real-time signage updates across multiple venues
• Executive-level flexibility for last-minute changes
• Consistent branding and wayfinding in high-traffic areas
• Rapid pivots without printing delays
Built to scale, Marquee proved its value in one of the most demanding live event environments in the world.
Anticipation Over Reaction
Dreamforce requires partners who can operate inside layered approval structures, overlapping scopes, and fast-moving priorities.
Through years of collaboration with Salesforce and GPJ, MVS has learned how to anticipate needs across multiple stakeholders — delivering solutions that align with the broader vision while responding quickly to individual client requests.
Trusted Inside the Biggest Shows
What Dreamforce 2025 demonstrated most clearly was MVS’s ability to:
• Integrate seamlessly with lead agencies like GPJ
• Support direct client needs for Salesforce
• Execute smaller but critical activations for partners like Sparks
• Maintain consistency, reliability, and creative problem-solving across all of it
At this scale, success isn’t about owning everything — it’s about delivering your part flawlessly.
