We don’t do Dreamforce quietly.
Every year, Atrium shows up to Dreamforce with one goal: make it the most valuable three days on your calendar. Not just another badge scan and buffet. Something worth blocking off.
This is how we’ve done it. This is how we’re doing it again.
Days. Every hour earned.
Customer sessions. No fluff.
Attendees. The space that moves markets.
Across the street. Ahead of the curve.
Golden Eye Social | 311 3rd St., San Francisco, CA
While everyone else is standing in Dreamforce lines, you’re across the street — in a room full of people who actually built something.
Inside the operation.
This year’s Atrium Lounge runs on a theme — Operation Agentic Clearance: the idea that every AI agent needs a clear mission, and every mission runs on intelligence, i.e. your data. We dressed that up in the brass, velvet, and the low light of Golden Eye Social. Here’s a look inside the lounge, where the mission briefings come with a cocktail.
Day by day.
Monday, Sept. 14 · First look. First drinks.
Financial Services Uncorked: Wine Tasting & Networking in Napa
When: Monday, September 14 | 9:00am – 5:00pm PT
Where: Napa Valley, California
Start your Dreamforce week with an exclusive Napa Valley experience featuring wine, food, and networking with financial services peers.
Welcome Reception
When: Monday, September 14 | 5:00pm – 7:00pm PT
Where: Atrium Lounge at Golden Eye Social, 311 3rd St.
A sneak peek at the lounge before the doors officially open. First look, first drinks, first conversations.
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Tuesday, Sept. 15 · Doors open. All day.
More to come! Check back soon.
Breakfast Briefing | Relationship Banking, Now Agentic: Inside Liberty Bank and Fulton Bank's Modernization
When: Tuesday, September 15 | 8:00am – 9:00am PT
Where: Atrium Lounge at Golden Eye Social, 311 3rd St.
Hear how Liberty Bank and Fulton Bank are using Financial Services Cloud and Agentforce to modernize relationship banking while navigating legacy systems, governance, and change management. Get practical insight into prioritizing AI use cases and driving business value without sacrificing flexibility.
Register »
Keynote Streaming
When: Tuesday, September 15 | Time TBD
Where: Atrium Lounge at Golden Eye Social, 311 3rd St.
Can’t get a seat in the main hall? Pull up a chair. We’ve got the stream, the snacks, and the drinks to go with it.
Register »
Lunch Briefing | Origination, Reimagined: Inside Conventus’s Move to Salesforce Digital Origination
When: Tuesday, September 15 | 12:00pm – 1:00pm PT
Where: Atrium Lounge at Golden Eye Social, 311 3rd St.
Grab lunch and hear how Conventus is moving loan origination to Salesforce Digital Origination. Learn what worked, what they learned along the way, and how AI is helping accelerate implementation.
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Roundtable | Digital Origination, Beyond the Case Study: An Executive Roundtable
When: Tuesday, September 15 | 1:00pm – 2:00pm PT
Where: Atrium Lounge at Golden Eye Social, 311 3rd St.
Go beyond the presentation and into the conversation. Join a small group of financial services executives for an exclusive roundtable on the realities of modernizing digital origination—from AI and change management to investment priorities and competitive pressure.
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Session at Dreamforce | Get Trusted CRM Insights for Any Agent with CRM Analytics
When: Tuesday, September 15 | 1:00pm – 1:20pm PT
Where: Moscone West, L3, Data Learning Lab
Salesforce data is powerful — imagine if every AI agent could act on it. See how CRM Analytics turns your CRM data into contextual insights that guide every move, for any agent in your stack.
Afternoon Briefing | Building the Agentic Enterprise: Modernizing Commercial Operations for the AI Era
When: Tuesday, September 15 | 1:30pm – 2:30pm PT
Where: Atrium Lounge at Golden Eye Social, 311 3rd St.
Join Atrium for a discussion on how leading enterprises are modernizing their commercial operations by building flexible CRM and data foundations, connecting critical business systems, and introducing AI-powered experiences that help employees make better decisions faster.
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Afternoon Briefing | AI Agents Across Salesforce + Snowflake: A Live Look Inside Snowflake’s Own RevOps
When: Tuesday, September 15 | 3:00pm – 4:00pm PT
Where: Atrium Lounge at Golden Eye Social, 311 3rd St.
Join Atrium for a conversation on how enterprises are connecting Salesforce and Snowflake to modernize revenue operations, unify critical data, and unlock AI-powered agents that help teams make faster, smarter decisions.
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Wednesday, Sept. 16 · Go out strong. Dreamfest ready.
More to come! Check back soon.
Breakfast Briefing | The Future of Partner Experiences: Modernizing Partner Ecosystem Management with Salesforce Partner Cloud & AI
When: Wednesday, September 16 | 8:00am – 9:00pm PT
Where: Atrium Lounge at Golden Eye Social, 311 3rd St.
Join Atrium for a conversation exploring how leading organizations are rethinking partner engagement with Salesforce Partner Cloud, AI, and modern experience design.
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Keynote Streaming
When: Wednesday, September 16 | Time TBD
Where: Atrium Lounge at Golden Eye Social, 311 3rd St.
Can’t get a seat in the main hall? Pull up a chair. We’ve got the stream, the snacks, and the drinks to go with it.
Register »
Morning Briefing | Beyond the Browser: What Salesforce Headless 360 Means for Your Enterprise
When: Wednesday, September 16 | 10:00am – 11:00am PT
Where: Atrium Lounge at Golden Eye Social, 311 3rd St.
Explore what Salesforce Headless 360 actually changes for your architecture—and where it fits alongside Agentforce and your data foundation. Join Kayla Binder and Kusha Nikoui at the Atrium Lounge for a practical look at what’s production-ready today, what’s not, and how to sequence your first steps.
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Lunch Briefing | Service to Sales: Dollar Bank’s FSC Transformation
When: Wednesday, September 16 | 11:30am – 12:30pm PT
Where: Atrium Lounge at Golden Eye Social, 311 3rd St.
Learn how Dollar Bank leveraged Salesforce Financial Services Cloud to transform its service experience, empower employees, and create a stronger foundation for future growth.
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Afternoon Briefing | From CPQ to ARM: How CentralSquare Is Transforming Revenue Management
When: Wednesday, September 16 | 1:30pm – 2:30pm PT
Where: Atrium Lounge at Golden Eye Social, 311 3rd St.
CentralSquare is taking a phased approach to Agentforce Revenue Management—starting with the workflows that deliver value fastest while keeping scope, cost, and risk in check. Hear how they sequenced the migration, funded the next phase, and built toward an agent-ready revenue operation.
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Executive Roundtable | Usage & Consumption, The Future of Dynamic Revenue Generation
When: Wednesday, September 16 | 2:30pm – 3:30pm PT
Where: Atrium Lounge at Golden Eye Social, 311 3rd St.
As AI agents reshape how software delivers value, traditional seat-based pricing is giving way to usage and consumption models. Join revenue, finance, and product leaders for a candid conversation about what it takes to make the shift.
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Women in Financial Services: Cocktails & Connections at Dreamforce
When: Wednesday, September 16 | 3:30pm – 4:30pm PT
Where: Atrium Lounge at Golden Eye Social, 311 3rd St.
Join fellow women leaders in financial services for an intimate roundtable focused on the challenges shaping the industry today—from AI and data readiness to modernization and Dreamforce announcements.
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Pre-Dreamfest Happy Hour
When: Wednesday, September 16 | 5:00pm – 7:00pm PT
Where: Woodbury at 685 3rd Street
The warmup before the main event. Drinks, conversation, and a proper sendoff into Dreamfest.
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