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Exhibit Contract
Midwest Foodservice Expo March 11-13, 2019

PDF Instructions (Scroll down for online version):

  1. Please click here (and save to desktop) for a PDF of the Exhibit Space Contract.
    Some web browsers will allow you to fill out the PDF form and click 'Submit',
    but this is not advised due to compatibility issues.

  2. Once downloaded, please fill out, save and email to Dawn Faris
    or print and fax to 608.270.9960.

Online Submission Form:

All items labeled with an "*" asterisk are required.

Fill out Section A exactly as it is to be listed in the Official Show Program & Exhibit Directory distributed at the Expo.
*Firm Name:
*Telephone: (Enter as 123-456-7890)
Toll Free #: (Enter as 123-456-7890)
Email Address:
Web Address:
This information will not be used for any other type of communication and will not be released to the general public.
*Contact Person:
*Firm Name:
*Zip Code:
*Telephone: (Enter as 123-456-7890)
*Email Address: (*Required for printable receipt)
Marketing Contact Name:
Marketing Contact Email:
  1. All signed contracts are binding regardless of payment. However, a specific exhibit space location will only be assigned when the signed contract and deposit (50% of total exhibit fees) are received. Deposit is not refundable after May 31, 2018. All contracts received after January 11, 2019 must include payment in full.
  2. Special services including gas, water, electric, phone and tables are not included in booth rental fees and must be ordered separately from the contractors listed in the Exhibitor Service Manual. This manual will be available approximately 2 months prior to the show.
  3. WRA reserves the right to refuse contracts and return payments once all designated exhibit spaces are filled on a first-come, first-served basis. Show management also reserves the right to change your booth location if necessary.
  4. Exhibit space must be paid in full by January 11, 2019.
  5. Each exhibitor is required to provide WRA show management with a certificate of insurance which verifies that the exhibitor is covered for loss or damage to property and liability for personal injury. This policy must cover the dates of the show, including move-in and move-out. Absolutely no exhibit setup will be allowed until a certificate is on file with WRA.

Cancellation Policy:
WRA must receive notice in writing of any cancellation or booth downsize.

Time of Cancellation: Prior to May 31, 2018 - Refunded any payment received by WRA with the exception of $100 held for processing fees.

Time of Cancellation: After May 31, 2018 and prior to September 7, 2018 - The 50% deposit amount will not be refunded.

Time of Cancellation: After September 7, 2018 - Exhibitor is liable for 100% of the exhibit space rental charge.

* By checking this box, you agree that: You have read, you understand, and you agree to section C of this print contract in its entirety.


* List four booth preferences. Every effort will be made to accommodate exhibitor preferences. If choices indicated here have already been assigned, WRA will contact you. If you need gas or water connections, please inform WRA so you are assigned a location with appropriate hookups. View the floorplan to locate available booths.

1st Choice: 2nd Choice:
3rd Choice: 4th Choice:

Names of companies we do not wish to be adjacent to or across from.
Note: Show management will make reasonable efforts to separate exhibitors of like products, but no assurance can be given as to such separation.


* Maximum of three (3) listings per 10' x 10' space is included.
Do not create your own categories or use brand names. Refer to the category code sheet to properly identify product categories/codes for your company. WRA will accept categories beyond your allotted amounts for $20 per additional category. For over twelve (12) categories, please contact WRA.

Member: $21.30 per square foot
Non-Member: $22.30 per square foot
Corner: Add $200 for each corner
All islands billed at 4-corner rate.
*Feet Deep:     x   *Feet Wide:       = *Total Square Feet:  
*Total Square Feet x Rate = $
*Number of Corners:   x $200 = $
*Total Booth Amount: $

Show Program Logo ($100):
Add your company's logo to your Expo show program listing for only $100. This simple upgrade will grab the attention of more attendees and help drive more traffic to your booth. (Add $100 to your Total Amount)
Please email your logo to Ryan Pettersen.

Show Program Ad ($725 and up):
Increase your recognition with an ad in the Expo Show Program & Exhibit Directory. Access program ad contract and more info. (Add $725 for b&w or $925 for 4-color to your Total Amount)

Advertise in Wisconsin Restaurateur ($1,505 and up):
Cross promote your Expo presence in a publication that reaches over 14,000 foodservice establishments. For information and contract, open the WR Media Kit (PDF). (Add selection value to Total Amount)

Additional Exhibitor Categories ($20 each):
Increase your number of company references in the category list section of the Expo show program and add greater variety to your full company listing, online and in print. Complete your category selections in Section E of this contract.
(Add $20 per category to your Total Amount)

Request additional marketing information:
Advertising Opportunities
Joining the Wisconsin Restaurant Association
Sponsorships available at the Expo
*Total Booth Amount: $ + *Marketing Upgrades: $ =
*Total Charges: $

I am sending a check.
OR Charge the following amount to my credit card: $

*Cardholder Name:
*Card Type:
*Card Number: (Do not include spaces or dashes)
For your safety and security, we require that you enter your card verification number. The verification number is usually a 3-digit number printed on the back of your card. It appears after and to the right of the last 4 digits of your card number.
*Verification Number:
*Expiration Date: /
*Phone: (Enter as 608-270-9950)

* By checking this box and clicking the “submit” button below you agree that: You have read, you understand, and you agree to the following statement:



*Name :


Show Purpose
The Wisconsin Restaurant Association Midwest Foodservice Expo is a trade show designed to provide a showcase and selling opportunity for goods and services, either specifically designed for or customarily used by the foodservice and lodging industries. The Wisconsin Restaurant Association (hereafter referred to as WRA) reserves the right to refuse rental of display space to any company whose display is not, in the opinion of WRA, likely to be compatible with the general character and objectives of the trade show. Whenever possible, space assignments will be made by the WRA according to exhibitor preferences. WRA, however, reserves the right to make final determination of all space assignments in the best interest of the trade show.

State and Local Codes
Exhibitors are responsible for all state and local codes. Each exhibitor is charged with the knowledge of all laws, ordinances, and regulations pertaining to health, fire prevention and public safety, while participating in this trade show.

WRA shall not be responsible for any loss, damage or injury that may occur to the exhibitor, or his employees or property from any cause whatever, prior, during, or subsequent to; or in connection with said trade show. Exhibitor will hold WRA harmless from all claims for damages or injuries to the building, booth equipment, other exhibits, guests, employees, members of the public, or other persons arising through the act of the exhibitor or the employees, sponsors, servants or guests, occurring during, prior or subsequent to or in said trade show and the approaches or entrances thereto, by virtue of exhibitor's occupancy. In the event the Exhibition Hall's premises, or any part thereof, is damaged by fire or if for any reason, including, but not limited to, strikes, lockouts, failure of utilities, acts or potential acts of terrorists or demonstrators, acts of war or God, order or directives of any governmental official, agency or authority, failure of Exhibition Hall to perform any obligation or duty to or for the benefit of Show Management or the occurrence of any other event or circumstance not within the reasonable control of Show Management which in the opinion of Show Management renders fulfillment of this Exhibit Contract by Show Management impossible, Exhibitor hereby expressly waives, releases and discharges Show Management and the owner or manager of the Exhibition Hall, and their agents, from any and all demands, claims, actions and cause of action, in law or in equity, arising from any such causes. It is required that exhibitors obtain insurance coverage, at their own expense, which is adequate for coverage of loss or damage to property and liability for personal injury.

All property of the exhibitor remains under his custody and control in transit to and from the exhibit hall and while it is in the confines of the exhibit hall. Neither WRA, its service contractors, the management of the exhibit hall nor any of the officers, directors, or staff members of the same are responsible for the safety of the property of the exhibitors from theft, damage, fire, accident, vandalism or any other cause, and the exhibitor expressly waives and releases any claim or demand he may have against any of them by reason of any damage to or loss of any property of the exhibitor.

It is the exhibitor’s responsibility to obtain the necessary copyright licenses should the exhibitor decide to play music in their booth. The exhibitor will hold harmless, indemnify and defend the Wisconsin Restaurant Association due to the exhibitor’s failure to obtain such licenses.

General Rules and Regulations
The exhibitor further agrees that this is a lease of space only and an exhibit booth including 8' high back drape and 3' high side drapes and a 7" by 44" exhibitor identification sign. Exhibitor is responsible for acquiring any other exhibit space services or decorations at the exhibitors expense. This includes rental of furniture, decorations, equipment, drayage, electrical, gas, sewer, water, telephone, labor, or any other service or products used in connection with said exhibit.

Each exhibitor shall have regard for his fellow exhibitors and further shall be responsible for providing personnel and merchandise inside rented exhibit space throughout the entire show including all hours specifically designed for viewing of exhibits. Exhibitors shall abide by height regulations as outlined in the exhibitor prospectus. Any exhibit, sign, equipment or anything in the booth which extends past the height of the exhibit drapes on the sides or the back of the booth must be decorated or covered to the satisfaction of the WRA management.

All exhibits must remain intact and be staffed until the official closing of the Expo on Wednesday, March 13, 2019. Failure to do so may result in the loss of priority placement or the ability to exhibit in the 2020 Midwest Foodservice Expo.

­Exhibitors will further refrain from causing any interference with other exhibitor's light or any other features or part of said exhibit space. Aisle space cannot be used by exhibitor employees, models, entertainers, robots or any other agents of exhibitors for exhibition purposes.

The use of helium balloons or any other articles which, when released may become caught or lodged on the show facility ceiling is prohibited. Exhibitors will not sublet, assign, or apportion the whole or any part of contracted exhibit space, nor permit the display therein of any part of contracted exhibit space, nor permit the display therein of any goods or services other than those offered by the exhibitor in the regular course of business, nor permit any person or organization not authorized by WRA as an exhibitor to display, solicit business, or take orders in its space without written permission from WRA show management. Any exhibitor knowing about or suspecting the presence of an unauthorized individual inside the trade show shall be obliged to inform WRA show management immediately.

No exhibitor shall sponsor, promote, or encourage hospitality suites or rooms used for conducting business during official show activities including all show hours, social events, educational seminars or any other WRA sponsored convention activity without prior permission from WRA.

Exhibitors shall abide by the noise regulations as outlined for the use of loudspeakers, microphones or any other device to amplify sound in their exhibit booth. If any food or drink samples are served in the exhibit space, the exhibitor responsible for said space shall furnish waste containers so that aisle space does not become cluttered with paper cups, spoons, toothpicks, and other refuse. Proper floor covering shall be provided by the exhibitor at the exhibitor's expense to protect the floor in exhibitor's booth from becoming soiled by any food or drink products served in said booth. Bags passed out shall be limited to a size of 14" x 16".

Any exhibitor of any beer, wine, liquor or any other alcoholic beverages must observe all rules, regulations and policies of the WRA show, facility management and any representative or other management agency which may be designated by said facility management to have jurisdiction, priority or permission to control the sale, dispensation, and/or exhibition of said beverages. Exhibitor assumes all responsibility for obtaining knowledge of all rules, regulations and policies and failure to observe said rules may result in expulsion from the show and forfeiture of any and all booth payments.


Non-union Hall
Exhibitors can bring booth furnishings into the facility and set up their own exhibit (except utility connections) without using the show contractor. Exhibitors are allowed to unload/load their own vehicle and transport their equipment to/from their booth. 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, exhibitor appointed contractors or when exhibitors require assistance in delivering exhibit materials.

Exhibitor appointed contractor rules apply when hiring outside providers.

Alcohol Sampling
There are no corkage fees at the Midwest Foodservice Expo. However, exhibitors sampling alcohol must contact Levy Restaurants, the official caterer and liquor license holder for the Wisconsin Center, and hire their licensed bartender to pour samples. Based on the 2018 Expo, the estimated cost of a bartender is $650 for 17 hours of service. Contact Levy directly at 414.908.6152 for 2019 rates and sampling sizes.

Exhibitor Responsibilities
Exhibitors will be responsible for: Furniture, carpeting, utilities (electricity, phone, IP, gas, water or drain), freight and material handling, storage of crates and empties, electronic lead retrieval, and labor and other services for your booth that are charged separately.

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. The exhibitor must use the forms in the Exhibitor Service Kit requesting authorization to use an EAC.

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

Admission Guidelines

  • A show for the trade - Attendance is open only to people that work within the foodservice or hospitality industry.
  • Adults only - Children under 16 years of age are not permitted at any time, including move-in and move-out.
  • No sales in the aisles - Solicitation at the Expo by non-exhibiting suppliers is strictly prohibited.

Booth Designs

The International Association of Exhibitions and Events “Guidelines for Display Rules and Regulations” were originally created to promote continuity and consistency among North American exhibitions. Since their introduction, they have become the model for most domestic exhibitions. The Midwest Foodservice Expo follows these rules and regulations to ensure each exhibitor, regardless of size, has an environment conducive to successful interaction with attendees.

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
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
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/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.

WRA Show Management
WRA reserves the right to dispose of any space which is not paid for in full, and to dispose of any space which is paid for, but not occupied at the start of the show. WRA may cancel the contract of any exhibitor in the event of any violation of the rules and regulations set forth in this contract, or upon violation of any other show rules which WRA shall establish and make known to the exhibitors regarding said show. All exhibit aisles remain under the jurisdiction of WRA and any exhibitor may be required by WRA show management to move out of the aisle at anytime during the show. WRA further reserves the right to add any rules, regulations, instructions or guidelines to become part of this contract upon informing exhibitors of said changes. All matters not covered in this contract shall be subject to the judgement of WRA management and any decision made by WRA management shall be final.

Jurisdiction and Venue
For any disputes arising under this contract, jurisdiction shall be in Wisconsin and venue shall be in Dane County.

No one under 16 shall be allowed in the convention. This is to include the move in and move out process as well.

All signed contracts, regardless of payment, accepted by the Wisconsin Restaurant Association are binding and must observe the reservation policy as outlined on side one of this exhibit contract.

WRA Privacy Policy


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