Three Booths. Three Days. One Unforgettable Dreamforce.
Activation 1 — Salesforce Customer Services, Moscone Center
1,800 custom totes bags pressed over 3 days!The first activation was inside Moscone Center at the Salesforce Customer Services booth — one of the most high-traffic spots on the entire conference floor. For this activation, we focused on custom tote bags. Guests at the Salesforce Customer Services booth chose from a custom curated patch collection and had their totes customized on the spot. The flat canvas surface of a tote bag is a brilliant patch canvas and the finished bags were genuinely striking. The foot traffic at a Salesforce booth at Dreamforce is significant. Our team handled it. Guests were engaged, the queue kept moving, and the totes flying out were drawing attention from people walking past — which in turn drew more guests to the booth. Exactly how a great conference activation is supposed to work.
Activation 2 — Salesforce Creators Lounge, Moscone Center
Also inside Moscone Center, the Salesforce Creators Lounge was a different vibe entirely — a dedicated space for the creator community within Dreamforce, with its own energy and its own crowd. Here we ran a simplified hat bar experience. Guests were able to customize pre-branded hats from our curated selection of generic patches as well as custom patches, specifically made for this event.The Creators Lounge crowd is creative and engaged by nature, and they took to the hat bar immediately. This activation had some of the longest individual dwell times of the three days. Creators are deliberate — they thought carefully about their patch combinations, they took their time, and the results reflected that. Some of the most interesting hats we’ve ever seen come out of a pressing were made in that lounge.Activation 3 — Vonage, Hyatt Regency
The third activation took the team across the city to the Hyatt Regency, where Vonage was running their Dreamforce hub — a dedicated hospitality space for their clients and partners outside the main conference center. This was a full hat bar activation for Vonage guests — trucker hats with our main patch collection as well as custom patcges and custom pins. The Hyatt Regency hub had a different atmosphere from the Moscone floor — more relaxed, more conversational, with guests who had more time to spend at the bar and make more considered choices. The team at the Vonage hub did a brilliant job managing the space and keeping energy high across a long day. The finished hats walking out of that room were exceptional.
What Three Days at Dreamforce Actually Looks Like
Running three simultaneous activations at one of the world’s biggest conferences isn’t a small undertaking. Three separate teams, three separate venues, three separate setups — all coordinated to the same standard, all delivering the same Naked Hats experience.
Dreamforce runs on a schedule that doesn’t wait for anyone. Our teams were set up and ready before the floor opened every day. Equipment transported between venues. Patch collections managed. Hat stock replenished. Everything that needs to happen behind the scenes to make a live activation look effortless in front of the guests.
Three days. Three locations. Every activation delivered exactly as it should be. The teams were exceptional and we couldn’t be prouder of how they showed up across every session
The Moments That Made It
You can describe the logistics. You can describe the guest count. But the moments that actually tell you whether an activation worked are the ones that happen spontaneously — when a guest stops, unprompted, and says something you didn’t expect.
We had two of those moments at Dreamforce this year.
“This is the best thing at Dreamforce.”
Two different people. Two different booths. Same words.
“This hat bar is my favorite thing here.”
At an event with 150,000 attendees, hundreds of exhibitors, and some of the most sophisticated brand activations in the industry — being called the best thing there is not something we take lightly.
We’ll be thinking about those moments for a while.
Why Conference Activations Are One of Our Favorite Things to Do
There’s something specific about a conference floor that makes the hat bar work particularly well. Attendees are in a mode where they’re open to discovery — they’re walking the floor looking for something interesting, something worth stopping for. And when they see the patch table, the reaction is almost always the same.
They stop. They look. Then they stay.
The average conference attendee spends 90 seconds at a standard booth. At a Naked Hats activation they spend 20 to 40 minutes. That time is the entire gap between a forgettable booth and a meaningful brand experience — and it’s what every exhibitor at a conference like Dreamforce is trying to create.
We’re proud to help make that happen. And we’re very proud to have done it three times over at the world’s biggest Salesforce conference.
See You at Dreamforce Next Year
We’ll be back at Dreamforce next year. If you’re planning to exhibit — at Moscone Center, at a hotel hub, or at any satellite event around the conference — we’d love to talk about what a Naked Hats activation could look like at your booth.
Custom patches with your company logo. The full hat and bag selection. A team that knows how to handle conference crowds and keep energy high across a long activation day. A quote within 24 hours.
Dreamforce planning tends to start earlier than you’d think — and custom patches require a 21–30 day lead time from artwork approval. If you’re already thinking about next year, now is a great time to reach out.
Naked Hats Mobile Hat Bar · Los Gatos, CA · (408) 502-6375 · hello@nakedhats.com
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