In 2012, Amazon Web Services, the world's leading provider of cloud-based technologies, recognized their customer's desire for an annual user conference, and ReInvent was born. Today, ReInvent stands alone as the world's leading learning conference for cloud products and solutions. In 2016, AWS committed to taking ReInvent to the next level, pushing it into the stratosphere of event marketing and the B2B world. More attendees, more sponsors, more exhibitors, more content, more fun, and most importantly, more return on investment for everyone involved, all while still delivering an industry-best attendee experience. ReInvent started as a 5800-person user conference in 2012. By 2016, the event had skyrocketed to 31,000 attendees, a remarkable 500% growth over its five years in existence, accommodating 31,000 attendees, and hundreds of event sponsors and exhibitors posed a challenge. To make room for everyone, ReInvent expanded from one venue to three. A new reserve seating technology, staggered event schedules, and innovative wayfinding tools, all helped create a seamless attendee experience. Each of ReInvent's three keynotes played host to an audience of 10,000 in the main keynote hall, with thousands more in overflow areas across all three venues. ReInvent exceeded all sponsorship goals, growing the sponsor pool to nearly 400 while adding new and innovative marketing promotional opportunities. The executive summit space was expanded and upgraded, providing an exclusive experience for exact level attendees, including spaces for networking, restroom relaxation, direct access to keynote and breakout content, and upscale one-on-one meeting spaces. ReInvent doesn't have to be all work, there's plenty of room for play too. Organized challenges and competitions like Gameday, an enormous hosted pub crawl, and even a new ReInvent 5K foot race kept attendees engaged and entertained all week. ReInvent has been a great venue for all of the events, and it's a great opportunity to have a new event. ReInvent would be complete without the massive conference closing replay party, a larger than life blowout where attendees celebrated the end of the week by letting loose and enjoying an epic performance by Martin Garrix. Expanding ReInvent dramatically without losing its inherent value was a tricky equation, just getting started.