When this type makes sense
- ✓ 4+ shows planned over 2 years
- ✓ Consistent brand presence matters
- ✓ Specific design requirements (reveals, theaters, branded architecture)
- ✓ You can store between shows (or have a builder who can)
When to pick something else
- ✗ First-time exhibitor unsure of show cadence
- ✗ Annual show only with no other events
- ✗ Rapidly evolving product line that needs booth flexibility
Typical cost range
$18K (10×10) – $500K+ (40×40+ flagship)
Ranges are starting points. Final costs vary based on design complexity, materials, AV and lighting, hanging signs, custom millwork, storage, refurb between shows, and show-specific services like drayage, rigging, and electrical. Premium builds for flagship shows routinely exceed the high end.
For a number tied to your actual show, scope, and goals, run a free ROI audit — we'll pinpoint waste and connect you with vetted builders for real estimates.
Pros & cons
- + Brand-defining design
- + Owned asset amortizes over many shows
- + Maximum design flexibility
- + Press and analyst credibility
- − Highest upfront cost
- − Storage and refurb cost between shows
- − Slower to iterate
Continue your research
Frequently asked questions
When does custom beat rental on cost?
Typically by show 4 over 2 years. Calculate: (rental cost × number of shows) vs (custom build + storage + refresh). Custom wins for committed multi-show programs.
How long does a custom booth take to build?
4–6 months from design kickoff to first show. Major-show grade (CES, HIMSS) often runs 6–9 months end-to-end.