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Help Offers Exhibitor Services


January 18-21, 2018

Important Dates

Please note the important dates and deadlines below.  

Action Item / Discount Cut-Offs

 Due Date


Final Payment Due to ISE

 Dec 1, 2017


Review Exhibitor Display Regulations & Limitations

 Dec 1, 2017  


Obtain Seller Permit & Tax License if Selling Tangible Goods

 Dec 1, 2017


Send ISE Food Sale & Sampling Permit Forms if Selling Food

 Dec 1, 2017


Send ISE Food Sampling Insurance Information

 Dec 1, 2017 


Product Restocking Trailer Request to ISE

 Dec 21, 2017 


Hotel Discount Deadline

 Dec 24, 2017 


Electrical Discount Deadline – Bulk Space & Additional Booth Power

 Jan 4, 2018 


Decorator Discount Deadline – Order Carpet, Chairs & Tables

 Jan 4, 2018 


Decorator Freight Handling Orders if Required

 Jan 11, 2018 


Review Exhibitor Information for Move-In Time

 Jan 12, 2018 


Print Copies of Seller Permit, Tax License & Food Handler’s Permit

 Jan 15, 2018 


Start Show Move-In

 Jan 16, 2018 


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General Information

Show Management
International Sportsmen’s Expositions

Phone: (800) 545-6100 


Cal Expo - California Exposition & State Fair

1600 Exposition Blvd
Sacramento, CA 95815 
(Click here to view on Google Maps)
Phone: (916) 263-3000


Public Show Hours

Thursday 11:00am - 8:00pm
Friday 11:00am - 8:00pm
Saturday 10:00am - 7:00pm
Sunday 10:00am - 5:00pm





Exhibitor parking entrances during show days are at Gate 12 (off Ethan Way) or Gate 3/Admin Gate (off Gate D from Exposition Blvd).
Exhibitor walk-in entrance is through the Cal Expo Main Gate or East Gate.
Credentials are required for entry on all days the show is open to the public.
Exhibitor credentials allow for show floor access at 8:00am on Thursday and 90 minutes prior to show open on Friday, Saturday and Sunday.


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Exhibitor Requirements

Payment in full for all exhibit space is required by December 1st. No exhibitor credentials will be issued at registration unless full payment has been made.

Terms & Conditions of Exhibiting in ISE Shows
The Terms and Conditions on the Application/Contract for Exhibit Space will be enforced at ISE Shows. Please review and contact ISE if you have any questions.

Local Laws and Regulations
To ensure public safety, exhibitors must follow local and facility regulations. We are required to comply with all federal, state and municipal laws and administrative rules, including but not limited to those relating to licenses and permits, property protected by copyright, work hours, work conditions, safety standards and payment of wages and taxes.

Booth Staffing

  • Staffing your exhibit during all public show hours is a requirement in the terms and conditions of your exhibit space contract. 
  • Exhibits must remain in place until 5pm on Sunday. 
  • Any unstaffed exhibits or removal of exhibits before 5pm on Sunday may result in the loss of exhibit space at future shows.

Animal Policy
Animals that are necessary to exhibit space must be confined to the exhibit space or kept in a portable kennel. During transit, animals must be on a leash or rein. No pets are allowed.

Child Safety
For safety purposes, ISE requests children under the age of 15 not participate with show move-in and move-out.

Alcohol Consumption
Alcohol distribution to the public is state license controlled and not permitted by exhibitors. Consumption of alcohol in exhibit space is prohibited.

Building Security Staff
Security staff are employed to protect exhibitor property and to ensure show rules are enforced. Adequate security staff is scheduled during the hours that the building can be accessed; please observe these hours.

24-hour show security is provided for the duration of the event. ISE and Facility Management are not responsible for losses of any kind. Exhibitors are responsible for carrying general liability insurance for their exhibit and business.

Potential theft can be greatly reduced by:

  • Avoid leaving small items of value in booths.
  • Cover display with a flameproof drop cloth overnight.
  • Run wire or cable through exhibit and lock at night. 
  • Report any theft immediately to ISE Registration/Information staff.

Emergency Procedures

  • Please do not call 911.  Emergencies are responded to by Facility Emergency Services Staff. 
  • In the event of an emergency please contact ISE staff on the floor or at the ISE Registration/Information desk. We will direct services to the location of the emergency. 
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Display Regulations & Limitations

In-line Exhibit Space Amenities 

  • Assigned booth location 
  • Drive-in and drive-out setup and teardown
  • Scheduled move-in and move-out
  • 8-foot-high backdrop and 3 foot side-rail drape
  • 500 watts of electricity (standard booths only)
  • Exhibitor credentials
  • Discounted guest passes
  • Online exhibitor listing (with web link) and show program listing


In-line Booths
Exposed to aisle on the front side with neighboring booths to left, right and typically behind.

  • Maximum height of 10 feet in back of booth.
  • Maximum height of 4 feet for front of booth.
  • No rear facing signage. Signs should only be viewable from the aisle in front of booth.
  • No canopies or canopy frames allowed.
  • Do not hang items on or damage drape fabric. 
  • Merchandise must be hung on a solid back wall or stand.
  • All displays are subject to management approval. 

Endcap Booths
Exposed to aisles on three sides, composed of two standard in-line booths or bulk space.

  • Maximum height of 10 feet in back center of booth and within 5 feet of the two side aisles. (See End Cap diagram.)
  • Maximum height of 4 feet for front of booth.
  • No rear facing signage. 
  • No canopies or canopy frames are allowed.
  • All displays are subject to management approval.

Bulk Space
Indoor/outdoor space with no drapes, dividers or electricity provided - exhibitor must order. 

  • Maximum height of 4 feet within 3 feet of the aisle.
  • No canopies or canopy frames that impede or block line of sight. 
  • All signage must be hung securely. When secured to building, signs must be approved by ISE and hung by Decorator.


Fire Marshal Summary of Rules

  • ISE and all exhibitors are required to follow the event facility Fire Marshal rules.   Exhibitors will receive the "Special Events" State Fire Marshal brochure at registration and will be required to keep the brochure in their booth through the duration of the show. 


 Electrical Cord Requirements

  • All electrical devices with three-wire supply cords shall utilize "UL" ground receptacles.
  • All extension cords must be of heavy-duty three-wire construction.
  • All power cords must be kept behind display with nothing placed on top of cords. 

Indoor Display Vehicles or Motorized Display Items

  • Before you drive in the building ISE must verify that the following tasks have been completed:
    • Fuel level must not exceed ¼ tank and/or less than 3 gallons.
    • Once inside exhibit area, negative battery terminal must be disconnected and fuel tank cap taped/locked.
  • Upon inspection of these items, ISE will provide the vehicle/display with an inspection tag. 

Propane and Helium

  • Used propane tanks are not allowed indoors.
  • New propane tanks must have original factory seal. 
  • Helium is not allowed indoors.

Flammable and Combustible Materials

  • No open flames.
  • All materials used indoors for display or decoration should be made of flame retardant materials and certified as flame retardant. This includes booth decorations such as vegetation, straw, grass, etc.
  • Fire regulations prohibit excess literature and product or empty packing containers from being stored behind back drapes or display wall.

Aisles, Exits and Obstructions

  • Aisles must be kept clear of all displays and equipment.
  • Entrance and exit doors are required to remain unobstructed at all times.
  • Facility fire extinguishers and firehose cabinets are required to remain visible and accessible at all times.

Tent Demos
Tents are not allowed indoors at Cal Expo per California State Fire Marshal Rules. 

African Wildlife Displays
Please note California Fish & Game code section 2022 regarding the  sale of ivory or rhinoceros horn.  Contact California Fish & Game for any clarification.


  • Maintain audio volumes that are not disruptive to other exhibits.
  • Game calling exhibitors must follow ISE game calling policy, available at Registration/Information.
  • Exhibitors should be aware that pre-recorded music is subject to copyright laws and fees as per ASCAP, BMI and SESAC. 

Firearm Display Requirements

  • All gun displays of any type must have prior written approval from ISE. 
  • No firearms sales and ammunition, powder or primer are allowed on site. 
  • All firearms must be deactivated by removal of the firing pin or other alteration so they are rendered incapable of firing. Firearms must be secured with a lock. Locks must remain installed for the duration of the show.


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Move-in, Registration, Move-out Procedures

Move-In Procedures
Move-in will begin Tuesday prior to the show at 1:00pm with drive-in and carry-in access. To avoid congestion, move-in is encouraged for Tuesday afternoon if possible. Please read the following information and contact your Account Representative with any questions. 

NOTE: ISE does not provide fork lifts, hand trucks, dollies, brooms or vacuums during move-in. Please contact the decorator before or during set-up to arrange scheduling and payment.


Bulk & Outdoor Exhibits

  • Bulk spaces are designated by a “B” in your exhibit space number, such as B3550.
  • Outdoor spaces are designated by a "W" in your exhibit space number, such as W4232
  • Bulk and Outdoor drive-in set-up are on the schedule below. 

LIFO (Last in, First out) Exhibits

  • LIFO spaces are designated by an “L” in your exhibit space number, such as L2424.
  • These spaces block the roll-up doors and must be the last to set-up and first to move-out.
  • LIFO spaces can set-up only on Wednesday after 5:00pm.

Carry-in Access

  • Carry-in access is available throughout move-in. Please see schedule below.
  • Carry-in access on Thursday morning is through Gate 3.  Enter Parking Lot D and head to Gate 3/Administration Building.   


 Type of Display

Bulk & Outdoor 
(Space number begins with "B" or "W")


Standard Booth
(All in-line and corner booths)

LIFO Booths
(Booth number begins with "L")

Tuesday - 1/16/18 - Access through Gate 12

Drive In

1pm - 6pm 3pm - 6pm


Carry In

1pm - 7pm 3pm - 7pm


Wednesday - 1/17/18 - Access through Gate 12

Drive In

9am - 3pm 9am - 3pm

3pm - 5pm 

Carry In

9am - 3pm 9am - 8pm

5pm - 8pm

Thursday - 1/18/18 - Access through Gate 3/Admin

Drive In

None None None

Carry In

8am - 10am

Gate 3 access only 

8am - 10am

Gate 3 access only

8am - 10am

Gate 3 access only


Drive-in Set-up Access

  • Registration is required prior to set-up.
  • Vehicle access is through Cal Expo Gate 12.  
  • Gate 12 address for navigation devices:
    •  1104 Ethan Way, Sacramento CA, 95825 (approximate)
    •  GPS coordinates: 38.588967, -121.420046 (approximate)
  • Click here to view Gate 12 entrance on Google Maps. 
  • Click here to watch a short video of driving from the Cal Expo Main Gate to the entrance at Gate 12. 

Cal Expo Map to Registration


  • Check in at the guard station and proceed past the horse track. Park near the Cal Expo water tower. 
  • Follow the signs to Registration in Building C.
  • To avoid congestion, unload and remove your vehicle from the building before setting up your display. 
  • Drive-in for standard in-line booths ends at 3:00pm on Wednesday. No exceptions.
  • All freight doors close by 6pm Wednesday for aisle carpet installation. 

Exhibitor Registration
Registration is required before setting-up your exhibit space. ISE Registration/Information is located in Building C and is staffed all days. ISE staff will confirm your exhibit space location, payments, applicable licenses, permits and provide your required exhibitor credentials.  Discounted parking and guest passes are also available at Registration/Information.  


  • Exhibitors will receive wristbands Registration.
  • Standard inline booths receive up to 4 wristbands.  Contact your Account Representative to discuss your needs.
  • Wristbands are designed to be worn on the wrist for the duration of the show; they must be fastened to the wrist, no looser than two fingers and are void if removed.
  • Wristbands can be exchanged for exhibitor one-day passes to accommodate shift workers. 

Guest Passes 
Invite your customers! Discounted guest passes can be purchased at the ISE Registration/Information Desk during the show or in advance.  To order in advance, Click Here to complete form and email to ISE at by December 1.

Will Call
The Will Call Desk is located at the West Gate Entrance.  Will Call is open one hour prior to show opening and closes one hour before show close. The ISE Registration/Information desk has necessary envelopes and can assist you with leaving tickets and exhibitor credentials at Will Call.

Exhibitor Show Parking

  • Exhibitor parking is $20 for all event days.
  • Parking passes must be purchased at ISE Registration during set-up hours only.
  • No RV parking allowed in exhibitor parking lots. 
  • Parking limits and restrictions as follows:
    • Pavilion Parking Lot - One vehicle per exhibit company on a first-come, first-serve basis.
    • X Lot Parking (by Building A) - Five vehicles per exhibit company.
  • Please park in designated exhibitor areas and leave parking spots closest to the show entrance for the public. 

Restocking Trailers 
See the ISE Registration/Information Desk for onsite instructions and map.

  • Restocking for exhibitors in Buildings A & B will park trailer/trucks in the Cove near Building A.
  • Restocking for exhibitors in the Pavilion will line up east of the Pavilion Building.
  • Restocking for exhibitors in Building C & D will be announced on site - see registration for location.

Empty Trailers 
Empty trailer parking is available in Lot 26.  (Near the Expo Center/ Youth Fair Buildings).  See ISE Registration/Information Desk for onsite instructions and map. 


Move-Out Procedures 

Sunday/Monday tear-down and move-out schedule:

Sunday 5:10pm - 10:00pm
Monday 8:00am - Noon




NOTE: No early tear-down! As advertised to the public, all exhibits must stay intact and fully staffed until 5:00pm.  Failure to do so may result in the loss of exhibit space at future shows.  



  • Tear-down can begin as soon as all the public have exited the building.
  • During tear-down, please keep displays off the aisle carpet.
  • No vehicles will be allowed on the show floor until aisle carpet has been removed. 

Move-out Vehicle Access

  • Vehicle access is Sunday 6:00pm to 10:00, when aisle carpet has been removed.
  • Freight doors will be opened by ISE or facility staff only.  
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Tax License & Permits

Exhibitors selling tangible items are required to obtain a California Seller's Permit before the event. ISE must provide government representatives with exhibitor lists. 
NOTE:  Exhibitors selling services are not required to obtain a permit.   

California Department of Tax & Fee Administration, Formerly California Board of Equalization
Tax Rate: 8.25%  

 For businesses with a current Seller's Permit:

For Businesses without a current Seller's Permit:

  • Click Here for the California Department of Tax & Fee Administration website.  
  • Click on the top option to "Register a business activity with CDTFA".
  • Enter the "business address" as Cal Expo, 1600 Exposition Blvd, Sacramento, CA, 95815 and the "mailing address" as your permanent place of business.
    • PLEASE NOTE: The CDTFA website has a technical glitch for out-of-state businesses that apply for a Temporary Seller’s Permit.  Once you select the state in which your business operates, the website will require you to enter a “CA Secretary of State #”.  At this point you will need to call 916-227-6600 and inform them you are filing for an Online Temporary Seller’s Permit and are at the Secretary of State ID step. They will forward you to the online help desk in order to bypass this step.
  • Print a copy of your registration form and permit number at the end of the online application and bring to the show. 
  • Email your permit number to ISE Customer Service by December 15, 2017.

For questions contact:
California Department of Tax & Fee Administration, Formerly California Board of Equalization
Phone: (916) 445-6362 or (800) 400-7115


Food Sampling & Sales Requirements
A permit and certificate of insurance are required for all food distribution. ISE Customer Service will file all permit applications on behalf of exhibitors. 

  • ISE will provide all exhibitors with forms and instructions from the County of Sacramento Environmental Health Department.
  • Exhibitors must complete and send forms, payment and a copy of the Certificate of Insurance for $1,000,000 Liability Insurance naming International Sportsmen's Expositions as additionally insured to ISE Customer Service by December 1, 2017.

For compliance questions contact: 
Environmental Health Department
Lisa Robbins
Phone: (916) 876-7221


Special Permits & Notification
As an exhibitor, you must obtain prior written approval from ISE and apply for a special permit (submitted 15 business days in advance of show) if you intend to display, operate or use any of the below items:

  • Internal-combustion engines.
  • Flammable liquids, compressed gasses or dangerous chemicals.
  • Electrical, mechanical or chemical devices deemed hazardous by the Fire Department.
  • Fuel powered heaters, barbecue, heat-producing or open-flame devices, candles, fuel-powered lamps, lanterns, etc. 
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Decorator, Electrical, Internet & Freight Services

Table, chairs and carpet are not provided in your booth - you can bring your own, or order through the decorator, STL, which will be emailing each exhibitor information for online ordering access.  If you do not receive this email, please contact STL directly for log-in information.

STL, Ltd.
950 Richards Blvd.
Sacramento, CA 95811
Customer Service
(916) 447-5000

Click Here to download the full Decorator Information and Order Forms.  Discounts apply before January 4, 2018.


Electrical Services

  • ISE provides one 500-watt outlet for each standard inline booth space.
  • ISE does not provide power for bulk space exhibits.

Electrical, phone and water services can be ordered online through the decorator, STL, Ltd.


Wi-Fi Service

  • Complimentary Wi-Fi service is available through Cal Expo.
  • Speed and reliability are not guaranteed. 
  • Log-in information will be available on-site. 


Phone & Internet Service

  • AT&T provides phone and hard-line internet service.  
  • Click Here  to read through ordering instructions and fill out the form before calling in your order.
  • Request Temporary Business Service: jack to be installed, service code RJ11C.
  • Address location - Cal Expo, 1600 Exposition Blvd., Sacramento, CA 95815
  • Request that the Cal Expo "Building Name" and "Booth #" be entered in the remarks section of the order. 

For questions contact:
AT&T General Business Office
Phone (800) 321-2000


Freight Transportation Services
YRC Freight provides freight services at a special rate for all ISE shows.  Get the best rates by asking for a quote of the "YRC Show Contract 81200 Standard Ground" or "YRC Time Critical Show Tariff 8P0163" pricing. 

YRC Freight
Exhibitor Hotline (800) 531-3976

For questions contact: 
Frank Craig
Phone: (951) 830-0134


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Hotels, Lodging & RV Parks

The following accommodation has special group rates for ISE Exhibitors.  Rooms are limited and special rates are on a first-come, first-serve basis.  For all hotels, special group pricing is under the group name "International Sportsmen's Exposition."

NOTE: ISE does not contract with any third-party accommodation service and does not authorize any accommodation service to contact you on ISE's behalf.  For ISE special pricing, contact the hotel directly or use the reservation links below.


Airport Transfers: Shuttle service from the airport to all hotels is available through Super Shuttle.  (916) 648-2500 or


DoubleTree Hotel
2001 Point West Way 
Sacramento, CA 95815
Phone: (916) 929-8855 or (800) 222-8733
Reservations: Phone or Click Here for reservations
Parking: $4 per day per vehicle 
Pets: Yes, deposit required. 
Amenities: Guests receive 20% off food purchased at hotel outlets, happy hour specials in RJ's, restaurants nearby at Arden Fair Mall.
Show Shuttle: Available by reservation only.  Please contact hotel.  
ISE Group Rate: $90.00 plus tax for single/double occupancy
Rate Expires: December 25, 2017


Hilton Sacramento Arden West 
2200 Harvard Street

Sacramento, CA 95815-3306
Phone: (916) 922-4700 or (800) 344-4321
Reservations: Phone or Click Here for reservations
Parking: $4 per day per vehicle
Pets:  Yes, with deposit.
Amenities: Complimentary Wi-Fi, guests receive 20% off food purchased at hotel outlets.
Show Shuttle: Available by reservation only.  Please contact hotel.  

ISE Group Rate: $92.00 plus tax for single/double occupancy
Rate Expires: December 24, 2017


Residence Inn by Marriott
1530 Howe Avenue
Sacramento, CA 95825
(916) 920-9111
Reservations: Phone or Click Here for reservations
Parking: Free
Pets: Yes, check with hotel for policy.
Amenities: Complimentary breakfast and Wi-Fi, full kitchens in all rooms, BBQ area, guest laundry.
ISE Group Rate: $129.00-$139.00 plus tax 
Rate Expires: December 26, 2017 


Holiday Inn Express & Suites
2224 Auburn Blvd. 

Sacramento, CA 95821 
Phone: (916) 923-1100
Reservations: Block is full - Book early for 2019
Parking: Free
Pets: No
Amenities: Complimentary breakfast and Wi-Fi.  All rooms include microwave and refrigerator.
Show Shuttle: Available by reservation only.  Please contact hotel.  
ISE Group Rate: $69.00 plus tax for standard room, $84.00 plus tax for suites
Rate Expires: Block is full


Hampton Inn & Suites
2230 Auburn Blvd. 
Sacramento, CA 95821
Phone: (916) 927-2222
Reservations: Block is full - Book early for 2019
Parking: Free 
Pets: No
Amenities: Complimentary breakfast and Wi-Fi.  All rooms include microwave and refrigerator. 
Show Shuttle:  Available by reservation only.  Please contact hotel.
ISE Group Rate: $69.00 plus tax for standard room, $84.00 plus tax for suites
Rate Expires: Block is full


Courtyard Sacramento Cal Expo
1782 Tribute Road
Sacramento, CA 958215
Phone: (916) 929-7900
Reservations: Call or Click Here for reservations
Parking: Free 
Pets: No
Amenities: Complimentary Wi-Fi, fitness center, pool
ISE Group Rate: $109.00-$129.00 plus tax
Rate Expires:  December 27, 2017


Cal Expo RV Park
(Located at Ethan Way & Hurley Way behind Cal Expo Gate 12) 
Phone: (916) 263-3187 or (877) 225-3976
Reservations: Phone or visit website
Standard Published Rates - see website.
Note: No RV parking is allowed in the Exhibitor Parking lots. 

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Promotional Tools

Gear Bag Promotion
ISE Gear Bags will carry your product straight to the market.  The ISE Gear Bag promotion airs on radio stations in every ISE market.  Each bag is filled with $300-$600 of outdoor gear and heavily promoted in 20 to 50 radio spots.  Many products are promoted on station websites, too.  Plus, ISE uses gear bag items in the Outdoor Product Showcase and possibly in TV publicity spots. 

Do you have a outdoor-related product to be considered for ISE Gear Bags?
Click Here to submit your product.   Submission deadline is November 15, 2017.  


Show Specials
It’s a fact that attendees expect deals from shows.  The deeper the discount - the more traffic to your booth.  ISE will promote your show special for free! At every show, ISE show specials are spotlighted:

  • In emails to 10,000+ consumers 
  • In television and radio commercials
  • On ISE’s Website
  • On ISE’s Facebook page  
  • With free signage in your booth

 Click Here to fill in the Show Specials web form Submission deadline for January shows is January 5, 2018; submission deadline for March shows is March 9, 2018.
*Remember, to qualify as a show special the discount must be greater than 10% off the regular price. 


Outdoor Product Showcase
ISE promotes the latest and greatest outdoor gear at each show through our Outdoor Product Showcase.  Products featured in the showcase will be demonstrated by our Gear Guru and attendees will have an additional opportunity to touch, try, demo and perhaps win your product. 

Click Here to submit your product.  Submission deadline for the January shows is January 5, 2018; submission deadlines for March shows is March 9, 2018. 


Social Media
Does your business have a Facebook page?  Have you “liked” the ISE Facebook page?  When you like a Facebook business page, you establish a connection with that business in a way that potential customers can see.  Your updates and creative content can touch ISE’s 40,000+ followers.  As we grow, so will your exposure.   

Like us on Facebook:  

Invite Your Clients
Face-to-face selling remains one of the most cost-effective marketing techniques.  Hit the ground running by providing guest passes to existing or potential clients in the ISE markets in which you will be exhibiting. 

  • Purchase deeply discounted passes in advance for Sacramento, Salt Lake City & Scottsdale by completing this form and sending it to ISE by December 1, 2017 (for January Shows) or by February 1, 2018 (for March Shows).    Contact ISE to order Denver guest passes.
  • Tickets can be left at the ISE Will Call at each show.
  • Tickets are available for purchase at ISE Registration/Information Desk throughout the show.



Media Publicity
Every ISE show captures media coverage from print and online publications, radio and television stations.  The media is always looking for new people, products and services to highlight the outdoors.  This is your opportunity to benefit from free media exposure!

What type of publicity might work?  For sure, new products.  Gear that’s “green” or high-tech, too.  Other productive angles include a story involving local youth or family, or a current local environmental project.  Also, debuting a new destination or product exclusively at the show may generate media buzz.

To be considered for media publicity:

  • Email your pitch idea to John Kirk at
  • Be prepared to present your product or service to the media.
  • Television coverage of the show is typically Thursday and Friday mornings.  If chosen, you must arrive early and have your exhibit space visually captivating - ISE can work and be there with you!


Brand Resources
Benefit from the ISE branding by using the official ISE logo in your promotional material.  Leverage your exhibitor status in your announcements, social media posts and press releases.  Also, list your booth number on all your materials so media and consumers can find you.  Click Here to find our brand resources on the media page.  

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