Exhibiting at the Moscone Center means showing off at the center of the global technology sector. The audience for San Francisco conventions is tilted towards technology, cybersecurity, SaaS, enterprise applications, fintech, health tech, and other related sectors. This audience is highly sophisticated, highly connected, and used to the best experience possible in whatever they try out. For Bay Area events, our exhibition stands in San Francisco cover design, logistics, and installation.
This Moscone Center San Francisco booth rental guide reflects the venue’s current, post-expansion reality: following a $551 million renovation completed in 2019, Moscone now offers more than 740,000 square feet of exhibit space across three connected buildings (North, South, and West), with over 502,000 square feet contiguous, enough for roughly 2,300 standard 10×10 booths in its largest single space. Costs for Moscone Center exhibit rental scale with booth size and San Francisco’s generally higher labor and hotel rates, and union labor rules apply for most booth construction and rigging.
Venue Overview: Moscone Center San Francisco
| Venue Detail | Information |
|---|---|
| Full Name | Moscone Center |
| Address | 747 Howard Street, San Francisco, CA 94103 |
| Buildings | Moscone North, Moscone South, Moscone West |
| Total Exhibition Space | Approx. 504,000 sq ft across all halls |
| Recent Expansion | Moscone North and South expanded significantly (2018 renovation) |
| Nearest Airport | San Francisco International Airport (SFO): 14 miles south |
| Public Transit | BART: Powell Street and Montgomery Street stations (0.5 mi) |
| Street Car | San Francisco Muni light rail nearby |
Moscone Center San Francisco Exhibit Rental: Talk to Nationwide Booth Design Specialists at purexhibits.com
Moscone Exhibitor Guide: What’s Changed Since the 2019 Expansion
A lot of content about this venue online is out of date, worth clearing up before anything else in this Moscone Center San Francisco booth rental guide:
- 740,000+ square feet of exhibit space across all three buildings combined, following the $551 million expansion completed in January 2019.
- Up to 2,300 standard 10×10 booths can fit in Moscone’s largest contiguous exhibition space.
- 20 loading docks with drive-in exhibit hall access.
- LEED Platinum certified, with a GBAC STAR accreditation for cleaning and safety protocols.
- A WiFi system supporting up to 60,000 concurrent devices.
- Located at 747 Howard Street in San Francisco’s SoMa district, about 14 miles from SFO, with over 22,000 hotel rooms within walking distance.
Related: Georgia World Congress Center Atlanta: Booth Rental & Exhibitor Guide
Moscone Center Hall Guide for Exhibitors
Moscone Center comprises three interconnected buildings. Understanding each building’s characteristics is essential for space selection and exhibit planning.
- Moscone North: Halls for exhibitions on upper and lower levels. The North building was recently renovated and expanded (2018); modern and spacious halls with great infrastructure. Used mainly for big technology exhibitions (including Salesforce shows).
- Moscone South: Halls for exhibitions on multiple levels. South building is the original Moscone Center with underground halls (below street level) and above-ground floors. Used mainly for big shows like the RSA Conference.
- Moscone West: A four-floor building dedicated mostly to meetings and conference sessions. There is some space for exhibitions on the lower levels. The rooftop terrace is increasingly becoming a popular area for networking events.
- Hall connectivity: North and South are connected through an above-ground glass skyway bridge across Howard Street. West is connected to South through an enclosed pedestrian bridge. All three buildings can be utilized together for very big events.
- Ceiling heights: Depending on building and level. The new North halls have ceiling heights of 40+ feet. Some underground levels in South are lower; ask about exact clearances for planning overhead rigging.
Exhibit Design Strategy for Moscone Center Tech Audiences
There is a very high bar for design in the technology industry in the Bay Area. Successful exhibits at Moscone know how to use good design principles, clean lines, hierarchy, good materials, and interactivity rather than passivity. Many exhibitors choose our 20×20 trade show booth rentals for a professional footprint without the cost of buying.
Design for Digital-Native Audiences
The audience of San Francisco’s technology industry consists of digital professionals, those who create, design, and sell technology products. It is easy for them to tell whether your brand’s visual communication is fresh or outdated. Consider making an investment in exhibition stand design, which utilizes modern typography, color palette choices, high-end LED or backlit panels, as well as digital components (touch screen, demo, etc.). If your exhibition design resembles a conference one, you will be instantly credible.
Create a Demo-First Environment
A technological audience wishes to use the technology, not learn about it. The most successful exhibits at the Moscone Center incorporate touchpoints that allow users to engage with the technology or go through scenarios using it. Demo stations with explicit instructions, comfortable posture for use, and proper privacy are more successful than mere display booths at the tech conference setting.
Sustainability Credentials Matter in San Francisco
Bay Area is the market in the United States where the business audience is most conscious about sustainability. Make sure that your booth is designed with materials that are sustainable and that your graphics can be recycled. These are not just for show in San Francisco; they impact your image and, for many tech companies, reflect their values.
Read Also: Miami Beach Convention Center: Exhibitor Tips & Booth Rental Guide
Exhibit at Moscone Center SF: Talk to Nationwide Exhibit Rental Specialists at purexhibits.com
Moscone Center Logistics for Exhibitors
San Francisco is among the cities where hosting trade shows in the U.S. can be quite tricky due to unions, expensive service fees, and difficult loading dock availability. A few practical realities worth locking down early for exhibit rental San Francisco planning:
- Official general services contractor (GSC): Various general services contractors manage events at Moscone. Freeman, GES, and others manage events at Moscone. Your specific event exhibitor manual will have information regarding the official GSC and service order information.
- Union Labor: San Francisco is a union town. Drayage is done by Teamsters, electrical work by IBEW, and exhibition installation by carpenters. The laws related to unions in San Francisco are strictly followed. Make sure to check out the labor jurisdiction guidelines in your exhibitor manual.
- Advance warehouse: Use the advance warehouse for all the freight of your exhibit. The addresses and deadline information for San Francisco advance warehouses will be in your exhibitor manual.
- Drayage cost: The drayage costs at San Francisco are some of the highest in the country. Set aside 30-60% of exhibit costs for drayage and freight logistics. Take care when planning exhibit weight.
- Dock spaces: There are limited dock spaces at Moscone per building, and move-in times are controlled. Arrive at your designated time; arriving too soon or late can cause substantial delays.
- Electrical: The electrical service at Moscone is handled by the official contractor for the event. Labor rates for electrical in San Francisco are very high; plan and be exact about your needs.
- Parking: Downtown parking in San Francisco is very costly. Consider rideshare, BART, or Muni for transport needs. The Moscone facility has limited parking, which is used by the hotels and restaurants there too.
Rental Vs. Custom SF Trade Show Exhibit
- Rent an SF trade show exhibit if you’re exhibiting at Moscone for the first time, testing whether a specific SF show fits your business, or need a different footprint than your usual booth size.
- Consider buying a custom booth if you are truly determined to attend Dreamforce, GDC, or some other repeat Moscone event year after year, since the up-front cost will get amortized over a true repeating calendar, and a design made for Moscone’s high-design tech crowd is reusable.
- Modular rental suits companies still building out their West Coast show presence without full ownership commitment yet.
Hotels Near Moscone Center San Francisco
| Hotel | Distance | Notes |
|---|---|---|
| Marriott Marquis San Francisco | 0.1 miles, skybridge connected | Premium, directly connected to South Hall |
| Hilton San Francisco Union Square | 0.4 miles | Large convention hotel, popular block hotel |
| Hotel Nikko San Francisco | 0.3 miles | Mid-price, popular for tech conferences |
| St. Regis San Francisco | 0.2 miles | Luxury option adjacent to Moscone |
| Intercontinental San Francisco | 0.2 miles | Connected via skywalk to Moscone West |
San Francisco hotel rates during major Moscone events (especially Dreamforce and RSA) are among the highest in the country, $350–$800+/night. Plan your trade show budget planning guide to include realistic SF hotel costs, often 2× or more vs. other trade show cities.
Choosing trade show booth rental benefits over purchasing a permanent exhibit for San Francisco shows means you avoid Bay Area warehouse costs and the shipping overhead of moving an owned exhibit to and from the West Coast.
Get a Free Exhibit Design Consultation for Your Moscone Center Event Only at purexhibits.com
Common Mistakes First-Time Moscone Exhibitors Make
- Relying on outdated venue statistics: Several older resources still cite pre-2019 square footage; always confirm current figures directly with the venue or your general contractor.
- Underestimating San Francisco labor and hotel costs, which run higher than most regional U.S. markets.
- Assuming outside catering is allowed: SAVOR/Legends Global holds the exclusive contract; outside food and beverage generally isn’t permitted.
- Skipping EAC registration if bringing an outside vendor, which requires advance paperwork and insurance documentation.
- Not confirming which building (North, South, or West) your show actually occupies before finalizing shipping and hotel logistics.
- Not carefully deciding whether to rent a San Francisco convention center booth or buy a custom-built exhibit: Rental is recommended when you participate in 1-2 shows per year, are looking for reduced upfront costs, or require frequent changes in your brand identity. Purchase a booth if you regularly participate in 3-4+ shows per year, are looking for cost savings in the long term, and have a constant design.
Conclusion
A genuinely useful Moscone Center San Francisco booth rental guide has to reflect the venue as it exists today, not the pre-2019 version still floating around in outdated blog posts. With over 740,000 square feet of exhibit space, 502,000+ square feet contiguous, and a calendar packed with some of the world’s biggest tech and healthcare events, Moscone rewards exhibitors who plan around its real logistics: union labor, exclusive catering, and San Francisco’s higher cost baseline.
Pure Exhibits designs and builds booths tuned to Moscone’s polished, design-forward audience, with logistics planned around the venue’s current expansion and San Francisco’s cost realities from the start. Talk to Pure Exhibits about your next Moscone Center booth.
Let’s Build Something Extraordinary
Share your event details and we’ll craft a custom booth solution designed to captivate your audience and maximize your ROI.
Moscone Center San Francisco Booth Rental Guide: Frequently Asked Questions
Where is Moscone Center?
Moscone Center is located at 747 Howard Street, San Francisco, CA 94103, in the South of Market (SoMa) neighborhood. It is approximately 0.5 miles from the Powell Street and Montgomery Street BART stations. San Francisco International Airport (SFO) is approximately 14 miles south, typically 30–45 minutes by BART or rideshare.
How many halls does Moscone Center have?
Moscone Center has three interconnected buildings: Moscone North, Moscone South, and Moscone West, with a total of approximately 504,000 square feet of exhibition space across multiple levels. North and South are the primary exhibition buildings; West houses primarily meeting rooms and conference facilities with some exhibition space. Our 10×20 booth rentals cover every footprint from inline to island.
What major events are held at Moscone Center?
Moscone Center hosts many of the world’s most prominent technology and business conferences, including Salesforce Dreamforce, RSA Conference (cybersecurity), DocuSign events, Oracle events, Google Cloud Next, and many other technology, healthcare, and business conferences. Its San Francisco location makes it the venue of choice for technology industry events with global reach.
How do I get to Moscone Center from SFO?
BART is the most efficient option; take BART from SFO Airport Station to Powell Street (direct, approximately 30 minutes) or Montgomery Street station, then walk approximately 0.5 miles to Moscone or take a short rideshare. Rideshare from SFO to Moscone is approximately 30–45 minutes depending on traffic, costing $30–$50+.
What is the difference between Moscone North, South, and West?
Moscone North is the expanded/renovated exhibition facility (post-2018) with modern, high-ceiling halls on multiple levels, primarily used for exhibitions and general sessions at large shows. Moscone South is the original exhibition building with multi-level halls including underground levels. Moscone West is a four-story conference building primarily used for meeting rooms, education sessions, and overflow exhibition space.
Who handles drayage at Moscone Center?
Drayage at Moscone depends on the specific event’s official general services contractor. Major contractors including Freeman and GES handle events at Moscone. All in-venue material handling goes through the official GSC; exhibitors cannot use personal vehicles or non-authorized labor for floor freight at Moscone. San Francisco drayage costs are among the highest in the US; budget accordingly.
Are there union labor requirements at Moscone Center?
Yes, San Francisco is a union city, and Moscone Center enforces union labor requirements. Teamsters handle material handling; IBEW covers electrical connections; carpenters cover exhibit construction. San Francisco union jurisdiction rules are strictly enforced. Review the labor rules document in your event’s exhibitor manual before planning any installation tasks.
How expensive is exhibiting in San Francisco compared to other cities?
San Francisco is consistently one of the most expensive US cities for trade show exhibiting. Hotel rates during major events like Dreamforce can reach $500–$800+/night. Drayage rates are 30–50% higher than national averages. Union labor costs in SF are also above national norms. Budget for SF events to be 25–40% more expensive than comparable shows in Dallas, Phoenix, or Las Vegas.
What is the best hotel for exhibitors at Moscone Center?
The San Francisco Marriott Marquis (directly connected to Moscone South via enclosed skybridge) is the most convenient hotel for Moscone exhibitors. The Intercontinental San Francisco is connected to Moscone West via skywalk. Both hotels are popular block hotels for major Moscone events and fill quickly; book as soon as the block opens, often 6–9 months before major events like Dreamforce and RSA.
Can I ship my exhibit directly to Moscone Center?
Most events at Moscone use an advance warehouse system; exhibitors ship to the designated Freeman or GSC advance warehouse 2–3 weeks before setup. Direct-to-show shipping (arriving during move-in) is possible but more complex. SF’s loading dock constraints mean move-in windows are strictly managed, and late or early freight arrivals can result in significant delays and additional costs.
What sustainability practices should I consider when exhibiting at Moscone?
San Francisco has the most sustainability-conscious business community of any major US trade show city. When exhibiting at Moscone, consider: using recyclable or reusable exhibit materials, renting rather than purchasing (eliminates manufacturing and disposal footprint), using recyclable graphics, choosing LED lighting, minimizing printed collateral (use QR codes to digital resources), and featuring any sustainability certifications prominently in your exhibit.
What is the parking situation at Moscone Center?
Parking at Moscone Center is limited and expensive. The Moscone Garage has capacity for exhibitors and attendees but fills quickly during large events. San Francisco has extensive public parking enforcement; avoid illegal parking near loading docks. For most exhibitors, planning to use BART or rideshare for daily access is a better strategy than attempting to park near the venue.
How early should I arrive for Moscone Center move-in?
Arrive at your assigned move-in window, not before. Moscone’s loading docks are tightly managed during move-in, and arriving early or outside your window can mean waiting in truck queues for hours. For complex exhibits with rigging or large structures, arriving the day before your move-in window to manage local logistics (hotel check-in, material confirmation, crew meeting) is recommended.
What internet service should I order for my Moscone exhibit?
Order dedicated wired internet from the event’s official internet services provider (not the venue’s shared WiFi). San Francisco tech show audiences expect live product demos, streaming connectivity, and real-time application performance. Shared venue WiFi at Moscone during large events is insufficient for demo-critical applications. Dedicated hardwired connections are available for order through the exhibitor services portal.
Who can help me rent a booth for Moscone Center?
Pure Exhibits provides nationwide exhibit rental and custom booth design for Moscone Center events and other San Francisco trade shows. We design and deliver exhibit structures, graphics, and display elements with full coordination for West Coast shows. Contact us 10–14 weeks before your Moscone event for design consultation and a rental quote. On a tight timeline, our last-minute trade show booth rentals can turn a booth around fast.
