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Planning to Exhibit at Moscone Center, San Francisco? Here's Everything You Need to Know.
When it comes to hosting world-class trade shows, conventions, and expos, the Moscone Convention Center stands as one of the most iconic venues in the United States. Situated in the heart of downtown San Francisco, Moscone offers a dynamic yet nuanced exhibiting experience that demands detailed planning and smart execution.
Whether you're exhibiting at Dreamforce, RSA Conference, Google Cloud Next, or any major event at Moscone, this high-end guide is designed to help you master every detail—from booking your space to dismantling your booth.
The Moscone Center is divided into three main facilities:
Moscone North
Moscone South
Moscone West
Together, they offer over 700,000 square feet of exhibit space. However, each building has its own unique character and logistics considerations.
If you're seeking booth inspiration, check out our latest creative booth design ideas to match any hall layout.
Located mostly underground with lower ceiling heights (~15–20 feet).
Ideal for more intimate, relationship-driven exhibits.
Connected to Moscone South via an underground hallway.
Larger footprint, higher ceilings (~25 feet).
Better suited for larger booths and double-deck structures (if show rules permit).
Opens beautifully into Yerba Buena Gardens.
A modern, three-story standalone building.
Very high ceilings (~30–35 feet) and large glass walls offering abundant natural light.
Best suited for tech-forward, open-concept exhibits.
Pro Tip: Always ask your show organizer which building your booth will be in. Your booth design and logistics will depend heavily on the specific hall's dimensions and access points.
For a successful experience, review our essential exhibit planning checklist to ensure nothing is overlooked.
Freight Loading: Moscone North and South have underground docks, while Moscone West has street-level delivery docks.
Rigging Rules: Ceiling rigging is allowed only in selected halls. Confirm beforehand.
Attendee Traffic Flow: North/South are spread out horizontally. West has vertical traffic with escalators—plan booth entrances smartly.
Natural Light Access: West is naturally lit. North and South are darker—plan booth lighting accordingly.
The grand concrete arches at the South entrance of Moscone are an architectural signature.
If you’re unsure where to locate your booth for maximum visibility, explore our guide on how to choose the best booth location.
Prime Branding Opportunity: Booths near the South arches entrance enjoy excellent visibility.
Design Tip: Use taller structures and backlit graphics to echo the grandeur of the arches.
Learn more about strategies to book prime exhibit spaces that deliver high foot traffic and strong engagement.
Corner Booths: Higher visibility, multiple aisle access.
Near Escalators & Lounges: Great for high foot traffic.
Avoid Obstructed Views: Watch out for columns and low-ceiling areas.
Ask for Past Maps: Review prior years' floorplans to pick strategic locations.
Discover our range of custom exhibit rentals tailored to your brand to stand out in any hall.
| Parameter | North | South | West |
|---|---|---|---|
| Ceiling Height | Lower (~15–20 ft) | Mid (~25 ft) | High (~30–35 ft) |
| Lighting Needs | High | Moderate | Minimal |
| Rigging | Limited | Available | Available |
| Traffic Flow | Flat, horizontal | Flat, horizontal | Vertical (escalators) |
Key Design Tips:
Add bright, custom lighting for North and South.
Maximize overhead hanging signage in West.
Plan for "open corners" instead of closed walls.
Integrate tech-forward interactive displays where possible.
For a seamless setup and teardown, read our trade show logistics and shipping guide.
Check your target move-in times early.
Trucks must report to the off-site marshalling yard first.
Underground docks service North and South; West is curbside.
Union labor is mandatory for installation, dismantling, electrical, and rigging.
Ensure your exhibitor badges are ready.
Schedule early morning booth access if needed.
Book premium Wi-Fi if running live demos.
Strict timelines: most teardown happens the night of show closing.
Reconfirm your outbound shipping arrangements.
Ensure hired labor is available at the end of the show.
Explore the top trade shows in San Francisco you should attend to maximize your networking and brand exposure.
Parking: Minimal; Uber/Lyft recommended.
Hotels: Reserve early in SoMa district.
Weather: Always carry a jacket—SF is cool year-round.
Security: Consider private overnight security if you have valuable tech displays.
Ready for a worry-free experience? Discover our turnkey exhibit rental solutions for hassle-free exhibiting.
Exhibiting at Moscone Convention Center is a prestigious opportunity—and preparation is the key to maximizing your success. By understanding the building layout, booking your space smartly, designing with strategic creativity, and handling logistics like a pro, you can deliver an unforgettable brand experience.
We specialize in designing custom exhibit rentals that are Moscone-optimized—from booth concepts to full-service management. Let's help you shine in San Francisco's biggest trade shows.
👉 Get in touch with our team today and let's start planning your standout booth!
If you need help designing a customized, high-impact exhibit specifically optimized for Moscone, our team is ready to collaborate with you. Contact us to get started.
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