Back to San Francisco: Reflections on Snowflake and the Changing Face of Tech Conferences

Next week (June 02, 2025) I’m returning to San Francisco for the Snowflake Summit. It’s an event I’ve grown fond of over the years, not just because of the ideas discussed but because each visit to the conference shows me something new about the tech industry and about myself.

A few years ago, this gathering was held in Las Vegas. I remember the bright lights, the noise of the casinos, and the surreal experience of talking about data and analytics in the heart of a city built on chance and uncertainty. Vegas was extravagant, distracting, and in some ways fittingly symbolic: the conference promised clarity about data in a place known for randomness.

But last year, the conference moved to San Francisco. The mood shifted. It was quieter, more thoughtful. Instead of slot machines and flashing lights, we had coffee shops and foggy mornings. Instead of grandeur and spectacle, the conference offered simplicity and conversations rooted in practical reality.

Returning again this year to San Francisco feels like going back to familiar ground. San Francisco embodies something fundamental about technology: ambitious yet human-sized, driven yet reflective. 

Snowflake’s own journey parallels this shift. In recent years, they’ve transformed from a promising startup into a powerful leader in cloud data, shaping how thousands of businesses manage and understand information. But beneath all the growth and innovation remains their original idea: make data simple, clear, and usable.

As I pack my bags, I find myself reflecting not only on Snowflake but on San Francisco itself. Tech conferences reflect the cities that host them, and San Francisco is a city of contrasts: ambition and restraint, innovation and nostalgia, complexity and clarity. It’s an appropriate place to discuss data because data itself is full of contrasts: it promises knowledge but can overwhelm; it offers clarity but can confuse.

My hope for this year’s summit is personal. I want more than new insights about AI or cloud analytics. I want a chance to slow down, talk with colleagues, and remember why we work with data in the first place: to understand our world better, to communicate clearly, and to solve real problems.

I look forward to the event, and to the city that has become its home. Conferences change us because they allow us to reflect on where we’ve been and where we’re headed. 

San Francisco, in its quiet, thoughtful way, is the perfect place for that reflection.

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