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Regs & FAQs

View the Exhibitor Service Manual for the full list of regulations and FAQs.

Exhibit Hall Hours    
Monday, March 11
Tuesday, March 12
Wednesday, March 13
  11 am - 5 pm
10 am - 4 pm
10 am - 3 pm
Exhibit Space Rates
Standard Rate: $22.30 per sq. ft.
WRA Supplier Member Rate: $21.30 per sq. ft.
Above rates apply to 10X10 booth: more sizes available
Exhibitor Move-In    
Saturday, March 9
Sunday, March 10
  8 am - 4 pm
10 am - 5 pm
Request Dock Pass for Saturday
Request Dock Pass for Sunday
Hand-carried items may be brought in through the front door from 7am-10am on Monday before the show opens. No move-in through the loading dock area will be allowed on Monday morning.
Exhibitor Move-Out      
Wednesday, March 13
Thursday, March 14
  3 pm - 8 pm
8 am - 12 pm
Any freight left in the building after 12 pm on Thursday will be sent out by the contractor’s preferred carrier at the exhibitor’s expense.

Wisconsin Center
400 West Wisconsin Avenue
Milwaukee, Wisconsin 53203

Rules for Admission
Attendance is open only to people that own, manage or work at a foodservice or hospitality outlet. Children under 16 years of age are not permitted at any time. No sales in the aisles are permitted - solicitation at the Expo by non-exhibiting suppliers is strictly prohibited.

Non-union Hall
The exhibit hall is a non-union hall. Exhibitors may unload their own vehicle and transport their own equipment to their booth. Exhibitors can also bring booth furnishings into the facility and set up their own exhibit (except utility connections) without using the show contractor.

For services such as electrical, plumbing, telephone, standard rental decorations (such as tables, chairs, carpeting, etc. not owned by the exhibitor), vacuuming, cleaning and drayage, only the official contractor is approved. Only the general contractor may operate any forklift or motorized pallet jack inside the convention center or docks. The general contractor must unload any freight coming in on a common carrier, van line, air freight company, UPS, FedEx or freight brought in by an exhibitor appointed contractor (EAC). Exhibitors may also hire the general contractor to unload their vehicles.

Valley Expo and Displays - www.valleyexpodisplays.com
4950 American Road - Rockford, IL 61109
815.873.1500 - 815.873.1544 FAX

Loading Dock Policies and Dock Pass Requests
The center's third floor loading dock area is the only major access to load in and out of the facility's exhibit hall. The helical ramp leading to the loading dock area and exhibit hall is located on the west side of the building on 6th Street. Click here for directions.

Any exhibitor or exhibitor appointed contractor (EAC) planning to use the loading dock area must complete a Dock Pass Request Form. Any exhibitor planning to move in on Monday morning should have only light items that can be carried in by hand through the main/front doors of the facility (where no carts or dollies are allowed).

Request Dock Passes Online - For Saturday, March 9
Request Dock Passes Online - For Sunday, March 10

Cold Product Storage
Free cold product storage in refrigerator and freezer trailers will be available beginning Saturday, March 10 at 8:00 am. Trucks are guarded during the show and are locked overnight. Exhibitors must remove their own product by 4:00 pm Wednesday, March 14. Anything remaining after 4:00 pm will be given to the local food pantry. The Wisconsin Restaurant Association is not responsible for spoiled, missing, or damaged product should problems arise in freezer or refrigeration storage areas.

Alcohol Sampling
There are no corkage fees, however, exhibitors sampling alcohol must hire a licensed bartender through Levy Restaurants to pour samples. Based on past shows, the estimated cost of a bartender is $650 for 17 hours of service. Contact Levy directly at 414.908.6156 for current rates and sampling sizes.

Exhibitor Appointed Contractors
Exhibitor appointed contractors (EACs) and outside providers are allowed to install and dismantle custom exhibits, provide custom props, custom furniture, and custom flooring. EACs are allowed to provide custom cut carpeting for island exhibits. Exhibitors must request EAC authorization and follow all rules as outlined in the Exhibitor Service Manual. Dock pass requests must also be completed for EACs.

Booth Design Regulations

Linear/Corner Booth
Linear/Corner Booth image

More Details
For more detailed information on Booth Designs and Regulations, please refer to the Exhibitor Service Manual (PDF).


End-Cap Booth
End-Cap Booth image


Peninsula Booth
Peninsula Booth image


Island Booth
Island Booth image


Split Island Booth
Split Island Booth image

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Wisconsin Restaurant Association
2801 Fish Hatchery Rd
Madison, WI 53713
608.270.9960 FAX
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