Exhibiting in the U.S. offers a unique opportunity for international brands to showcase their offerings to new audiences. If it’s your first time exhibiting in America, it’s helpful to understand how our trade shows and processes differ from those in other regions.

You may be more accustomed to the European style of trade shows, which includes rows of office-like shell schemes, complete with walls, fascia, a name board, and carpet as well as schemes with lounge furniture and functioning kitchens. In America, although the strategic intent is aligned, the aesthetics differ vastly: from streamlined rows of similarly shaped booths, the sightline unbroken from one booth to the next.

Regardless, for an international exhibitor coming to a U.S. show for the first time, these differences pose some logistical and budgetary challenges that must be considered early in the process.

Understanding the Standard U.S. Trade Show Booth

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In most U.S. venues, the show organizer will determine the baseline packages for trade show booths, which means the options for booth size and location will vary by show. Typically, though, exhibitors will have up to four options for booth location: in-line, perimeter, peninsula, or island.

Here’s a quick overview:

• In-line booths (or linear booths) are arranged in a series along a straight line, usually with only one side open to the aisle; the booth may or may not have walls on the lateral sides. In-line booths are usually the most budget-friendly but also the most design-restrictive.
• Perimeter booths are in-line booths that sit along the outer walls of the exhibit hall. These booths often have a higher back wall height, offering more design flexibility.
• Peninsula booths sit at the end of an aisle and are open to traffic on three sides. These booths will have more visibility than in-line booths and possibly more flexibility with height and layout options.
• Island booths sit in the middle of the show floor and are open on all four sides, maximizing the visibility and traffic to your booth.
• The most common and affordable option is usually a standard in-line booth space, 3m × 3m or 3m × 6m (10′ × 10′ or 10′ × 20′). Some packages may include a 1.5-meter (six-foot) table, two chairs, and carpet — depending on the organizer.

Keep in mind: U.S. trade show organizers take sightlines seriously. They typically won’t allow in-line booths to have high side walls that obstruct the view of other booths.

Also, unlike the hard-shell walls favored in Europe, standard American booths use a pipe-and-drape kit, which is a metal post frame with a neutral-colored back curtain and side drapes. Graphics won’t adhere to pipe-and-drape booths the same way they do to hard-shell schemes. Talk to the organizer or your exhibit partner for ideas to showcase your offerings.

Quick tip: Raised floors are rare in the U.S. It is allowed, but not common. Keep that in mind when it comes to your design — and if you do opt for a raised floor, consider the additional material handling costs.

Exhibit hours are typically shorter in the U.S., so think carefully about your exhibit goals. For example, if your goal is to drive conversations with attendees, you’ll need to create ways that encourage attendees to slow down and engage with you and your brand.

How to Select a Booth for a U.S. Trade Show

When purchasing or renting a booth for a U.S. event, you’ll need to be clear on the details. For example, U.S. printers use imperial measurements (inches and feet). If you’re planning to print graphics on-site, be sure to make the necessary conversions in advance to avoid any sizing surprises.

Many international exhibitors choose to simplify things by renting exhibit booths. Rentals are often customizable and cost-effective, and many companies even offer programs that can support multi-city tours. With this turnkey approach, your rental partner will deliver everything directly to the event location, which could save on certain fees. Talk to your exhibit partner so you’re clear on what’s included and how to stay within your budget. It’s worth noting that, although some rental companies may offer European-style hard-shell schemes, they are often more expensive. Plus, you’ll still need to comply with the show rules regarding sightline obstructions.