Where: U.S. Bank Stadium, Minneapolis

When: May 19 – 22, 2022

Minneapolis was selected as the location for the first-ever VeeCon, being billed as a “super un-conference.” On tap is a lineup of keynote speakers, educational talks, panels, Q&A sessions, collaborative experiences and A-list entertainment for an audience of 10,255 VeeFriends token holders. It’s the first event of its kind that will be using NFT technology to provide access, build community and deliver experiences.

“We chose Minneapolis for many reasons and some of the key drivers include location, culture, and business opportunities. The city is vibrant, has one of the hottest start-up scenes, and the people are known for their generosity (Minnesota nice) that also happens to align with our values around kindness,” says Gary Vaynerchuk, chairman of VaynerXCEO, CEO of VaynerMedia and creator of VeeFriends.  

Using lessons learned during his 25-year career and building upon his own experience attending and speaking at conferences, Vaynerchuk is developing this event for VeeFriends to build community and long-lasting friendships and to learn from established and up-and-coming innovators and entrepreneurs. The inspiration for both VeeCon and VeeFriends was borne out of the idea that business with friends can be fun, and you can build a community around common interests. 

In December, 50 public figures from the NFT community, artists, celebrities, entrepreneurs and entertainers were announced in the first-round lineup for VeeCon 2022.

About VeeFriends

This NFT project brought to life Vaynerchuk’s ambitions of building a community around his creative and business passions using NFT technology and their smart contract capabilities. There are 268 VeeFriends and 10,255 tokens, all of which he imagined, created and drew himself. Each character represents traits and qualities Vaynerchuk admires and hopes to inspire in others. Every VeeFriends token is for admission to VeeCon 2022, 2023 and 2024.

Allison Fraser has been named general manager of the 826-room Hilton Minneapolis, the largest hotel in Minnesota featuring 90,000 square feet of meeting space. Mostly recently, she served as GM of Hilton Toronto Airport, leading the hotel through a multi-million-dollar renovation while also overseeing the hotel’s sister property, Hilton Garden Inn Toronto Airport.


For more than 100 years, the Dayton’s building has been an important piece of Minnesota’s culture and economy as the home to Dayton’s and Macy’s department stores. The department stores served as anchors for the downtown retail and business district. Now, the landmark building at 700 Nicollet in downtown Minneapolis is being reinvented for the 21st century through a $350 million historic redevelopment. 


With restrictions across the country in a state of constant flux, not everyone is ready to jump back into meeting in person. While some planners are eager to get back to “normal,” the long-term adjustment to new protocols and potential risks make some hesitant to gather.

While wearing masks and social distancing can help keep attendees safe, intentional design choices—such as including natureinspired elements and materials and plenty of plants—can also help calm attendees.