The SF Tech Event Planning Guide.
Everything we've learned from 100+ events, in one place. Venue selection, audience targeting, timeline management, on-site execution, and post-event follow-up.
Free Resource
Based on 100+ events produced across the SF tech ecosystem.
Guide Contents
Six parts. Everything you need.
Start with measurable KPIs — not 'build awareness'. Choose your format based on your audience, not your budget. Define success criteria your team and stakeholders can align on before a single vendor is contacted.
SoMa warehouses, Hayes Valley lofts, Embarcadero rooftops — SF has a venue for every format and budget. Key variables: neighborhood, capacity, AV infrastructure, exclusivity, and catering minimums. Budget $30-50/sqft/day for SoMa spaces. Book 10+ weeks out for premium venues.
SF's tech community lives on Luma, Hacker News, LinkedIn, and a handful of Slack communities. Engineer audiences respond to technical content. VC audiences respond to signal density. Know your audience segment before you pick a channel.
Timeline, vendor management, AV basics, and event photography. We recommend locking your venue and caterer 8 weeks out, AV 6 weeks out, and photographer 4 weeks out. Production planning is the difference between a smooth event and a chaotic one.
A run-of-show document, clear team role assignments, and a contingency plan for your top 5 risks. Build 20-minute buffers into every segment. Designate one person as the sole client contact on site. Have a backup AV contact on speed dial.
80% of event ROI comes from what you do in the 30 days after. Send attendee follow-up within 24 hours. Log every lead in your CRM the same day. Publish a recap, repurpose video content, and schedule your next event before the energy fades.
Preview · Part 1
Defining your event goals
A few things we tell every new client before we discuss venues, dates, or budgets.
Set a specific outcome KPI, not just 'build awareness'.
Pipeline generated, investor meetings booked, signups collected — pick one number and design the event around it.
Format follows audience, not budget.
A $15K dinner can outperform a $50K conference for pipeline. The right 40 people in a room beats the wrong 400.
SF venue costs have 3x'd since 2019.
Budget $30-50/sqft/day for SoMa spaces. Catering minimums, union AV labor, and cleanup fees add up fast. Build in 20% contingency.
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