Chapter 2: Scale COVID-19 Safety Practices for In-Person Events

Your team should include staff from each of these areas:

• Event logistics to create a smooth flow for both live events and streaming content
• Registration to ensure a consistent, easy-to-understand process for attending both in-person and online events
• Tech support to create the best possible experience at live and online events and quickly solve any glitches that may occur
• Event coordinators to organize all event details and communicate with stakeholders so that events unfold as planned

Choose a location and an event space that minimizes COVID-19 risks. Outdoor events are recommended if weather permits. Here are some important event protocol guidelines to keep in mind.

Testing and vaccinations can mitigate virus spread. Using the right technology can help ensure that testing is up-to-date and access controls are swift, uniform, and smooth. In September and December 2021, we took three early steps to help prevent COVID-19 infections at our event: vaccinations, testing, and validated access. Lean into local and federal guidelines to determine vaccination requirements. Note, if a vaccinated individual contracts COVID-19 at your office, they are less likely to become severely ill or hospitalized. A vaccinated individual can still contract COVID-19, or what is known as a “breakthrough infection,” which is why complementing vaccinations with testing is the best opportunity to mitigate both sickness and spread. Read more about these steps in Chapter 1: Define COVID-19 Safety Protocols and Cross-Functional Team Leads.

Even if you follow all the best event protocol guidelines for virus control, problems can occur. We had an action plan in place and trained staff to respond to key scenarios, such as the following:

Ask yourself which event protocol guidelines and communications went well and which didn’t? What could you do differently next time? No event is ever perfect, and taking the time to analyze feedback from attendees and staff will pay off in the future. Here are some good questions to ask:

• Were there any positive virus test results?
• Was there any negative feedback about your protocols?
• Did people feel safe?
• What worked smoothly? What didn’t?
• Did people enjoy the event?

You should document your results with as many specifics and as much quantification as possible. Then review them before planning your next event to discover ways to improve the experience for everyone.

For us, Dreamforce was a great example of how an organization can successfully deliver a safer in-person experience for employees and customers. Events are an important part of the Salesforce culture, and we missed making those connections with our customers during the first 20 months of the pandemic. After careful consideration, we realized that Dreamforce would be the perfect occasion to bring people back together.

Thanks to months of comprehensive planning and discipline throughout the event, we successfully hosted two Dreamforce events with a total of over 4,500 attendees – one in September 2021 in San Francisco and another in December 2021 in New York City. Maintaining the health and safety of attendees was our number one priority, and following the procedures listed above helped us make the events successful.