Dreamin’ Events Are for You!! Here’s How (and Why) They Happen
What Is a Dreamin’ Event?
Community-led conferences like Dreamin’ events are some of the most unique, impactful gatherings in the Salesforce ecosystem. They’re smaller and less flashy than Dreamforce, TDX, or World Tours, but are more personal, more welcoming, and, dare we say, more fun.
But as magical as they feel once the doors open, they don’t happen overnight.
At True North Dreamin’, we want to give you a peek behind the curtain. This is not to overwhelm you, but to show just how much love, effort, and support go into bringing these events to life. Because whether you're attending, sponsoring, speaking, or volunteering, you are part of the reason it works and why we do it!
The Hidden Logistics: A Quick Look Behind the Curtain
Dreamin’ events are truly community-built. Most planning begins 12–18 months before the event—yes, even while we are still wrapping up the last one. There are no paid event planners here, and very few with an event planning background. The work happens during evenings, weekends, lunch breaks, and far too many “quick huddles” and scheduled meetings that somehow run long.
We juggle:
Venue negotiations and contracts
Speaker submissions and review panels
Budgeting and sponsorship outreach
Website updates, registration, session planning, and signage
Accessibility, dietary needs, tech setup, and... is there enough coffee?
All of it is done by people who believe in community first and who want to build something that feels welcoming, thoughtful, and useful to everyone who shows up.
Let’s Talk About Room Blocks
Room blocks are one of the most misunderstood parts of event planning, so let’s break it down.
When we book a venue at a hotel, we often commit to a specific number of hotel rooms per night (a “block”). If attendees don’t book within that block, and we fall short, the event pays the difference. That’s called attrition, and it can seriously impact our budget.
Booking inside the block helps us:
Keep venue costs down
Avoid penalties
Negotiate better perks for attendees
Ensure future community events are welcome back
It’s tempting to shop around, but if you're planning to stay overnight, please consider booking through the conference block. It really does make a difference.
Even when our venue isn’t located in a hotel, we may still arrange room blocks at nearby hotels. These are agreements to hold a number of rooms at a special rate for a limited time. While these don’t come with the same financial risk, filling those blocks helps us maintain strong relationships with partner hotels and shows that Dreamin’ events are worth investing in.
And if you're local, we encourage you to consider staying over for at least the night(s) in between a multi-day event. Why?
It saves the stress of commuting back and forth
You won’t miss out on morning sessions or evening socials
You'll have more time to connect with others—some of the best conversations happen after hours
And yes—it still helps us meet our room block goals and strengthens future planning
Tickets: Why Earlier Is Better
You know how we say, “Buy your tickets early”? That’s not just marketing.
Early ticket sales help us:
Make decisions about food, space, and room layout
Meet deposit deadlines
Show sponsors and venues that we have momentum
Keep prices lower for everyone
Determine whether we can even continue to run the event
If you know you’re coming—grab your ticket early. You’ll save money, help the planning team, and guarantee your spot before things sell out.
Call for Speakers: Everyone Starts Somewhere
Dreamin’ events are one of the best places to get started as a speaker as many events want to encourage new and local voices.
Have you never spoken in public before? That’s okay. Most events (including TND) actively support first-time and underrepresented speakers. We offer mentoring, review support, and friendly feedback along the way.
We believe that everyone has a story, a strategy, a solution, or a lesson worth sharing. Some of the most impactful sessions come from people who never thought they’d be on stage.
Volunteers, Sponsors, and Attendees: A Collaborative Effort
Dreamin’ events rely on three pillars: volunteers, sponsors, and attendees.
Volunteers plan, organize, and run everything you see (and much that you don’t).
Sponsors make it financially possible to keep tickets affordable and experiences high-quality.
Attendees bring the energy that fuels every hallway conversation, every Q&A, and every shared “aha!” moment.
No one element works without the others. You don’t have to be on stage or behind a registration desk to make a difference. Liking our social media posts, sharing our event at your community group or office, or inviting a friend helps support the event and the community around it.
Quick Glossary
Room Block: A group of hotel rooms reserved at a discounted rate for event attendees.
Attrition: A financial penalty if the event doesn’t fill the hotel room block it committed to.
Early Bird Ticket: A discounted ticket available early in the sales cycle—helps the event cover upfront costs.
Call for Speakers or Proposals (CFS CFP): The period where the event invites session proposals from the community.
Community-Led Event: Run by volunteers, not Salesforce, and open to everyone in the ecosystem.
The Bottom Line: These Events Are for You—and Because of You
Dreamin’ events might not have giant screens, fancy decorations, celebrity keynotes, or fireworks but they have heart. They have people who care. They have room for everyone to show up, speak up, and learn something new.
✨ TND2026 dates and venue announcement coming soon!
If you're thinking of attending, speaking, sponsoring, or just want to be part of something meaningful—we’d love to have you with us.
Thanks for being here. Let’s keep building this together. 🍁