Dream Camp Key West

April 18-21, 2023 in Key West, Florida

Rise in the Industry and Find Your Collaborators

This invitation-only experience is for sleep industry executives who want to form lasting connections and unlock big ideas through wellness, activities, food, and art.

April 18-21, 2023

SOLD OUT. Registration closed March 7, 2023

Avocado's Co-CEO, Jeff D'Andrea Describes Dream Camp

Create Kinetic Customer Experiences

Our theme for Dream Camp Key West is Kinetic Customer Experiences. Get ready to spend nearly three days with the world's top expert in customer experience design.

Jason Friedman, CEO of CX Formula

Meet our Dream Camp Guides in Residence

Get ready for a once in a lifetime opportunity.

At Dream Camp Key West, we'll go beyond speakers and panels. You'll enjoy camp alongside Jason Friedman, CEO of CXFormula and his partner, Drew Groelinger, COO. Together, these entrepreneurs have a legendary track record helping brands of all shapes and sizes have unprecedented success with their customer experience.

Meet your Guide in Residence. Watch the Dos Marcos show with Jason!

Almost All-Inclusive

For those invited to Dream Camp Key West, the "just me" price is $3,595 and "me plus one" (staying in the same hotel room) is $4,095.

Price includes:

  • Three night hotel stay at Southernmost Resort

  • Tuesday: welcome party including all drinks and appetizers (dinner on your own)

  • Wednesday: breakfast, lunch, drinks and dinner

  • Catamaran sailing adventure (includes lunch and all drinks)

  • Thursday: breakfast and lunch

You'll Cover
  • Airfare and travel to and from Dream Camp.

Honey, do you want to go to Key West?

Bring Your Significant Other

At Dream Camp Key West, your significant other is more than welcome! Simply register and pay the "Me Plus One" rate (must stay in the same hotel room).

To be clear, if you're not sexually active with this person, they don't count as your significant other. Nice try, bro.

What is Dream Camp?

Dream Camp is for the adventurous among us who aren't big on sitting inside a conference room and would rather make memories and connect with people by doing something active and engaging.

We believe when you come together around adventure, food, music and art we can fast-track relationships and help people form lifelong bonds.

We love people and we believe that by deepening our connections we can make the world a better place.

Dream Camp is the only adventure retreat in the sleep industry designed to build community and connections that last a lifetime.


You'll be surrounded by the brightest minds in the sleep business. Innovators, entrepreneurs, and experts from the mattress industry and beyond. We keep the group to around 30 people to foster deep, meaningful relationships.


Dream Camp is an experiential retreat for executives, thought leaders, and tastemakers working in the sleep and mattress industry. It's an anti-conference of sorts, designed for people who want to connect while doing something active and engaging.


We're on a mission to position sleep as the foundation of good health. We're bringing together experts, influencers, and leaders to deepen their connections and shape the future of the sleep industry.

Get Ready for a Sailing Adventure

We've rented a private catamaran that will take us sailing, snorkeling, and kayaking through mangroves where we'll see wildlife and experience the beauty of the keys. The area where we'll be sailing is called The Lakes and the water is calm, so don't worry about getting sea sick. We might even spot sharks!

Only 30 slots are available. Registration closes March 7, 2023

What's in it for me?

What business are you in? If you're in the mattress business you're missing out. We believe the sleep industry needs to shift its focus to health and wellness — an industry that's far bigger and more meaningful than the mattress industry.

Why should you focus on health and wellness? Because when you shift from talking about your products to talking about the benefits of health and wellness and how your product delivers those benefits, your average tickets increase and so do your profits.

How do you make that transition and how can Dream Camp help?

At Dream Camp, experts will talk about:

  • trends in the health and wellness space

  • share how other consumer products companies are tapping into the world of wellness

  • explain how to position mattress industry products at the intersection of sleep and wellness

  • marketing, messaging, merchandising, live events and shared experiences that you can create to position yourself for the future

Also, we'll take a deep dive into:

  • how you can work with manufacturers to develop products that address this part of the market

  • highlight companies that are already doing a good job and what you can learn

The path and execution will be different for each of us. This experience creates space to learn from each other and blaze our own trail — whether it's on a bike, in a plane, or during a session.

Health and wellness are top of mind for nearly every person on the planet. Dream Camp will help you expand your focus and create a playbook for highlighting how sleep (and your products) can help your customers in every aspect of their lives.


April 18-23, 2023 • Key West, Florida

Experiential gatherings, not conferences

This isn't a conference. Sorry to disappoint you. We love getting together with industry leaders, but prefer to not be locked in conference halls listening to panel discussions. We're hands on and high touch. We'd rather be outdoors enjoying an adventure while connecting with sleep industry friends.

How do I get into Dream Camp?

Dream Camp is an invitation-only event for sleep industry executives, thought leaders, and tastemakers.

Dream Camps slots are limited because we create experiential gatherings designed to spark relationships, ideas, and connections that advance the mission to elevate sleep as the foundation of good health and a happy life.

If you're on this page, you've probably been invited.

Plans & Schedule

April 18-21, 2023 in Key West, Florida • The Conch Republic


Home base will be the beautiful Southernmost Beach Resort. It is in walking distance of all events, so there is no need for a rental car!

Southernmost's Address: 1319 Duval St, Naval Air Station Key West, FL 33040

Commercial Flights

If you're traveling commercial, fly into Key West (EYW).

Private Flights

If you're flying private, use the Signature FBO.

Airport Transportation

Cabs or Uber will be the easiest way to make the short trip to your hotel.


Tuesday, April 18


5:30 p.m. Welcome party at Southernmost Beach Resort

Dinner on your own

11:00 p.m. Bedtime

Wednesday, April 19

8:00 a.m. Breakfast, "Shot Clock Intros" and Kickoff

9:00 a.m. Keynotes

11:30 p.m. Depart for the Catamaran

12:00 p.m. Catamaran Sailing Adventure, Lunch on the Boat

4:00 p.m. Return to the dock

5:30 p.m. Happy Hour followed by Dinner at Bagatelle

11:00 p.m. Bedtime

Thursday, April 20

7:30 a.m. Breakfast

8:30 a.m. Keynotes

12:00 p.m. Lunch and end of Dream Camp planned events

1:00 p.m. Ready to celebrate? Head out for bar hopping on Duval Street, take a Conch Train Tour, or walk the grounds at Ernest Hemingway's historic Key West home.

Friday, April 21

Depart and start dreaming about next time.


Only 30 spots available. Registration closes March 7, 2023.


Who is behind Dream Camp?

Dream Camp is being brought to you by The FAM. It all started when Mark DesJardin from C3 contacted Mark Kinsley and shared his frustration with traditional industry gatherings. "I love getting together with people in the industry, but I hate golf, all the paid speakers, and stuffy cocktail parties. I want to ride bikes and hang out," DesJardin told Kinsley. From there they hatched the idea for Dream Camp, hosted several events and opened the doors to a select group of industry leaders.

Is this a one-time event?

Dream Camps are being planned around a variety of activities throughout the year. We’ll unveil more Dream Camps as they become available.

Why are there rules?

Show up to Dream Camp and you’ll understand why we created rules. It takes years to understand etiquette, but a set of temporary rules allows everyone to immerse themselves in Dream Camp and operate from the same playbook. The rules allow us to connect on a deeper level and walk away having had the best possible shared experience.

What am I going to get out of Dream Camp?

Normally we'd say, "You get what you give," but we understand why you might ask this question. You’re taking time away from your families and work. We believe Dream Camp will reinvigorate your sense of purpose in the sleep industry, deepen your connections so you can more easily solve problems and tackle opportunities. Plus, you’re going to have fun (a lot of fun). Remember, this is your life. As far as we know, you only get one. You deserve to have lots of fun with amazing people and do good work.

Dream Camp Rules

  1. You are not allowed to get your own drink. 

  2. No phones during meals or planned events. Be present.  

  3. Bring a question you’d like to explore.

  4. No spectator zone. Participate 100%. Remember that people connect with your vulnerabilities, not your victories.

  5. No whining. 

  6. If you break the rules you owe 10 push ups. 

  7. What happens at Dream Camp stays at Dream Camp, except the friendships and big ideas.

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