Hours: Hall, Move-In and Move-Out
Location
Show Management
Contractor
Demographics
Rules for Admission
Non-union Hall
Loading Dock Policies
Cold Product Storage
Alcohol Sampling
Exhibitor Appointed Contractors
Booth Regulations

Location
Delta Center
400 West Wisconsin Avenue
Milwaukee, Wisconsin 53203
414.908.6073
www.midwestairlinescenter.com

Show Management
Wisconsin Restaurant Association
2801 Fish Hatchery Road
Madison, Wisconsin 53713-3197
800.589.3211 * 608.270.9950
608.270.9960 FAX
www.wirestaurant.org

Click here for a list of staff contacts.

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

Demographics
Attendee Demographics
Thousands of professionals from a diverse mix of industry operations, including restaurants, bars & taverns, school foodservice, convenience stores, coffee shops, correctional institutes, caterers, healthcare facilities, private clubs, bakeries, delis & more.
Check out these Attendee Demographics.

Exhibitor Demographics
Exhibitors range from small businesses to large national suppliers, representing a wide variety of products, equipment and services for the foodservice & hospitality industry. Click here to see our list of participating companies.

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 anytime
• No sales in the aisles - 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.

Exhibitor appointed contractors (EACs) and outside providers are allowed, but must follow all rules as outlined in the Exhibitor Service Manual.  However, the only forklifts and pallet jacks permitted are those owned and operated by the general contractor. Material handling charges apply when using freight carriers or when exhibitors require assistance in delivering exhibit materials.

Loading Dock Policies and Dock Pass Request Forms
The center's Third Floor Loading Dock is the only major access to load in and out of the facility. The helical ramp leading to the third floor exhibit hall and the loading area is located on the West Side of the building on 6th Street. It is preferred that you use the North bound lanes on 6th when entering the loading area. A loading dock attendant will meet you at the entry. Click here for directions.

Any Exhibitor or EAC must complete a Dock Pass Request Form if they wish to access the loading docks. Exhibitors planning to unload themselves at the loading docks will be assigned a specific target delivery date and time, with a pass sent prior to the show.

Request Dock Passes Online - Saturday, March 8
Request Dock Passes Online - Sunday, March 9

The general contractor, Valley Expo & Displays, must unload any freight coming in on a common carrier, van line, air freight company, UPS, FedEx or freight brought in by an EAC. Exhibitors may also hire the general contractor to unload their vehicles.

Cold Product Storage
Refrigerator and freezer trailers are located on the loading dock for cold product storage. This is a FREE service and reservations are not required.

Trucks will be available for product storage beginning Saturday, March 8 at 8:00 am. Trucks are guarded at all times during the show and are locked overnight. Exhibitors must remove their own product by 4:00 pm Wednesday, March 12. 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 at the Midwest Foodservice Expo. However, exhibitors sampling alcohol must contact Levy Restaurants, the official caterer for the center, and hire their licensed bartender to pour samples. Based on past shows, the estimated cost of a bartender is $525 for 18 hours of service. Contact Levy directly at 414.908.6156 for current rates and sampling sizes.

Exhibitor Appointed Contractors
Definition: An exhibitor appointed contractor (EAC) is any company other than the designated official contractors that provide services for an exhibitor.

For services such as electrical, plumbing, telephone, standard decorating equipment (such as pipe & drape, tables, chairs, carpeting for in-line booths, etc.), vacuuming, cleaning and drayage, no contractor other than the official contractor will be approved. The exhibitor shall provide only the material and equipment that he owns and that is to be used in his exhibit space.

The general contractor is the only company authorized to operate any forklift or motorized pallet jack inside the convention center or on the docks of the center.

EACs 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 only.  EACs will be charged the appropriate material handling (drayage) fees for all freight brought in on an EAC vehicle, warehoused, or shipped direct to show site.

The exhibitor must use the forms in the Exhibitor Service Manual requesting authorization to use an EAC.  Dock pass requests must also be completed for EACs.

The EAC is responsible for adherence to all rules and regulations including those regarding badges and booth height regulations.

Booth Regulations

Linear/Corner Booth		Linear/Corner/Perimeter Booth Linear Booths have only one side exposed to an aisle and are generally arranged in a series along a straight line. They are also called in-line booths. A Corner Booth is a Linear Booth exposed to aisles on two sides. All other guidelines for Linear Booths apply. A Perimeter Booth is simply a Linear Booth that backs to a wall of the exhibit facility rather than to another exhibit. All guidelines for Linear Booths apply to Perimeter Booths except that the maximum backwall height is twelve feet (12'). Use of space: display materials should be arranged in such a manner so as not to obstruct sight lines of neighboring exhibitors. The maximum height of eight feet (8') is allowed only in the rear half of the booth space, with a four-foot (4') height restriction imposed on all materials in the remaining space forward to the aisle. (Note: When three or more Linear Booths are used in combination as a single exhibit space, the four-foot (4') height limitation is applied only to that portion of exhibit space which is within ten feet (10') of an adjoining booth.)
End-Cap Booth		End-cap Booth An End-cap Booth is exposed to aisles on three sides and composed of two booths. Use of space: the maximum backwall height of eight feet (8') is allowed only in the rear half of the booth space and within five feet (5') of the two side aisles with a four foot (4') height restriction imposed on all materials in the remaining space forward to the aisle.
Island Booth		Island Booth An Island Booth is any size booth exposed to aisles on all four sides. Use of space: the entire cubic content of the space may be used up to the maximum allowable height, sixteen feet (16'), including signage.
Peninsula Booth Split Island Booth		Peninsula/Split Island Booth A Peninsula Booth is exposed to aisles on three sides and composed of a minimum of four booths. There are two types of Peninsula Booths: (a) one which backs up to Linear Booths, and (b) one which backs to another Peninsula Booth and is referred to as a “Split Island Booth.” Use of space: Double-sided signs, logos and graphics shall be set back ten feet (10') from adjacent booths. When a Peninsula Booth backs up to two Linear Booths, the backwall is restricted to four feet (4') high within five feet (5') of each aisle, permitting adequate line of sight for the adjoining Linear Booths. Sixteen feet (16') is the maximum height allowance, including signage for the center portion of the backwall. For a Split Island Booth, the entire cubic content may be used up to a maximum height of sixteen feet (16'). There are no backwall line of sight restrictions. Canopies and Ceilings/Hanging Signs and Graphics Canopies, including ceilings, umbrellas and canopy frames can be either decorative or functional (such as to shade computer monitors from ambient light or for hanging products). Canopies for Linear or Perimeter Booths should comply with line of sight requirements (see “Use of space for Linear or Perimeter Booths”). The base of the canopy should not be lower than seven feet (7') from the floor within five feet (5') of any aisle. Canopy supports should be no wider than three inches. This applies to any booth configuration that has a sightline restriction, such as a Linear Booth. Fire and safety regulations in many facilities strictly govern the use of canopies, ceilings and other similar coverings. Hanging signs and graphics are permitted in all standard Peninsula and Island Booths, to a maximum height of sixteen feet (16') from the top of the sign. Whether suspended from above or supported from below, they should comply with all ordinary use-of-space requirements (for example, the highest point of any sign should not exceed the maximum allowable height for the booth type). Hanging signs and graphics should be set back ten feet (10') from adjacent booths. Approval for the use of hanging signs and graphics should be received at least 30 days prior to installation. Drawings should be available for inspection. NOTE: Special authorization may be granted for displays that would normally have a 16' height restriction, but are now seeking a 20' height allowance. Requests must be made to WRA at least 30 days prior to move-in. .