ASI Chicago 2027Chicago booth costs, dates and deadlines: exhibitor guide
Two Expo Hall days to win distributors: ASI Chicago 2027 booths in Chicago
- Event dates
- July 27–29, 2027
- Exhibit hall
- July 28–29, 2027
- Venue
- McCormick Place, West Building, Chicago
4.9 client rating3,000+ exhibitorsIn business since 201510,000+ booths built
Quick answers
ASI Chicago 2027 in 30 seconds
The short version for exhibitors. You will find the source for every figure further down the page.
- When is ASI Chicago 2027?
- July 27–29, 2027, at McCormick Place, West Building, Chicago.
- When does the ASI Chicago exhibit hall open?
- July 28–29, 2027.
- How big is ASI Chicago?
- 4,500+ attendees, 461 suppliers exhibitors (2026 edition).
- What does a 10×20 ASI Chicago booth cost all-in?
- $7,500 – $15,000 for a Purple rental in Chicago: design, graphics, lighting, install and dismantle. ASI Chicago bills space and show services separately.
Official ASI Chicago 2027 links: ASI Chicago 2027 floor planASI Chicago 2027 hotelsASI Chicago 2027 schedule
Everything about ASI Chicago 2027 in one place
ASI Chicago 2027 fact sheet
| Official name | ASI Show Chicago 2027, the summer promotional products trade show of the Advertising Specialty Institute |
|---|---|
| Event dates | July 27–29, 2027 |
| Exhibit hall dates | July 28–29, 2027 source |
| Venue | McCormick Place, West Building 2301 S Indiana Ave, Chicago, IL 60616 |
| Organizer | ASI Show, part of the Advertising Specialty Institute |
| Size (2026) | 4,500+ attendees · 461 suppliers exhibitors source |
| Who attends | ASI-approved promotional products distributors, decorators and their salespeople; closed to end users, the public and children under 12 |
| Nearest airport | Chicago Midway International Airport (MDW) or O'Hare International Airport (ORD) |
| Hotels | ASI's official hotel block, booked through Passkey for the 2026 show; 2027 Chicago housing not confirmed yet Official hotel page → |
| Official website | asishow.com |
Official ASI Chicago resources
The show in pictures
Inside ASI Chicago: 2024
Real photos from past editions of ASI Chicago, shared by the people who took them under open licenses. Tap a photo to see it larger.
ASI Chicago 2027 calendar
ASI Chicago 2027 show dates
Each 2027 ASI Chicago show day, linked to the page that states it.
01 Purple at ASI Chicago 2027
Two Expo Hall days to win distributors: ASI Chicago 2027 booths in Chicago
We build supplier booths where a distributor can lift the tumbler, feel the fleece and see the imprint in the seconds before the next aisle. At McCormick Place's West Building we plan to ASI's 8-foot inline limit and file Freeman orders before freight leaves Fishkill.
- Jul 27–29, 2027 · McCormick
- 461 suppliers in 2026
- Expo Hall July 28–29
What makes ASI Chicago different, and how we build for it
ASI Show Chicago is the summer stop on ASI's three-city circuit, after Orlando and Fort Worth, and ASI bills it as the industry's midyear moment, when distributors source holiday programs and fourth-quarter orders.The floor is trade only: ASI-approved distributors and decorators may bring their salespeople but not their clients. Education Day comes first, then two Expo Hall days. Distributors fill the ASI Passport with exhibitor stickers for a $1,000 grand prize, ship one box of samples free through ASI Package Shipping, and preview launches at the New Product Preview Reception and the Product Showcase near Registration. In 2026 the evening program was the ASI Gala Cruise aboard the Spirit of Chicago.
Samples they can hold, an ASI number and booth number they can save, and a rep who can turn a client's fall program brief into three decorated options on the spot.
Blanks and finished pieces side by side, imprint methods shown on the real fabric and curve, and plain answers on minimums and turn times.
A quick, friendly stop for the sticker, then one product story worth remembering when they open ESP+ back at the office.
Your team in Chicago
Two shops and one project manager for ASI Chicago
For ASI Chicago, we build in our own shop in Fishkill, NY, and at our Las Vegas hub, ship to the McCormick Place, West Building, and put our own project manager on the floor with vetted local labor for the install. Expect a 30–45-day build for ASI Chicago, secure storage and a pre-show QA.
Your team arrives at ASI Chicago to a lit, stocked booth. You just show up.
Inside ASI Chicago 2027
Rules that shape your ASI Chicago booth
ASI admits approved distributors and decorators and their salespeople, but not their customers, end users, the public or children under 12. We design for trade buyers: ASI numbers, minimums and decoration options in view, no retail pricing.
Inline and corner booths may build to an 8-foot back wall, full height only over the back half of the space and 4 feet near the aisle; 10 feet needs an approved rendering and the Extended Height Fee. We keep the tall sample wall at the back and the counters low.
Hanging signs are allowed only over islands, peninsulas, aisle spans and perimeter booths, with ASI's permission and the Extended Height Fee, and ceiling attachments go through Freeman. We file the sign, rigging and fee together.
ASI wants every booth complete by 5 p.m. the night before opening, allows up to a day and a half of setup, and bans dismantling before the published closing time. We schedule install with a margin and pack only after the bell.
ASI's booth guidelines ban balloons in displays and as giveaways and make flooring mandatory, with red show carpet supplied unless you bring or order your own. We spec a branded floor when the red carpet clashes with your products.
Programs worth planning for
Display cards near Registration with headline, ASI number and booth number, plus a Mobile Digest listing; $410 per product and $1,820 for an Exclusive Showcase Display on the 2026 form. 2027 deadline not confirmed yet.
An evening first look at new products before the Expo Hall opens; suppliers book a spot through ASI's order form, and a record 50 suppliers took part at ASI Chicago 2025.
Distributor members collect stickers at participating exhibitors for prizes drawn at the Closing Celebration, including a $1,000 grand prize; suppliers sign up as stops through ASI's Passport form.
Exhibitors invite their distributor clients to register free through the ASI registration portal, using a personal link or code to drive booth traffic.
ASI Chicago is the summer distributor show on ASI's circuit, after Orlando and Fort Worth; choose it over PPAI Expo when you want fall and holiday program orders from Midwest distributors rather than the January Las Vegas launch. Compare all the consumer products shows we build for →
consumer products at ASI Chicago
The industry behind ASI Chicago, in pictures
02 Booths & pricing for ASI Chicago 2027
Popular booth sizes at ASI Chicago
ASI sells inline space in 10×10 units plus corner, cross-aisle and island blocks, and many suppliers combine units into a 10×20 or 10×30 sample run. We recommend a 10×20 for a focused collection, a 10×30 when apparel and hard goods both travel, and a 20×20 island when you want a hanging sign over the range.
A full-height sample wall in the rear half for the lead collection, a 4-foot counter forward for handling pieces, and a drawer bank of colorways under it.
Above: Alltime, a Purple inline booth
See 10×20 rental booths →
Hard goods, apparel and the Passport stop on their own 10 feet each; at this length ASI applies the low forward limit only within 10 feet of your neighbors.
Above: XL-Bloom YoungPlants, a Purple inline booth
See 10×30 rental booths →
An island that can reach 12 feet without extra approval: product families on four faces, a decoration comparison table and a hanging sign once the Extended Height Fee is paid.
Pictured: Doona, a Purple island exhibit
See 20×20 rental booths →
Category zones, a live personalization station, a small meeting room and a rendering filed early for structures up to 16 feet.
Pictured: Amazon, a Purple large-format exhibit
See 20×30 rental booths →In Purple's ASI Chicago price
- Design work and a 3D rendering, with revisions until the ASI Chicago layout is right
- Structure, printed graphics, counters and storage, as specified for ASI Chicago
- Lighting and power distribution inside your ASI Chicago booth
- Install and dismantle at ASI Chicago, led by our project manager on the floor
- Every ASI Chicago show-service order and deadline tracked for you
Billed by the organizer and the show contractor
- Exhibit space (paid to ASI Show)
- Material handling at the McCormick Place, West Building, when the space rate does not include it
- Electrical service, internet and rigging at the McCormick Place, West Building
- Booth cleaning and whatever union labor the ASI Chicago venue requires
Rates to plan with for ASI Chicago:
- Extended height, aisle span or hanging sign $199 per booth for members paid in advance, $300 onsite; $1,000 or $1,999 for non-members (ASI rules) source
- Product Showcase $410 per product, 2026 form source
- Exclusive Showcase Display $1,820, 2026 form source
- Drayage planning figure About $210 per cwt, 200 lb minimum; Purple venue guide estimate for McCormick Place, 2026 to 2027
Every one of these is estimated on your proposal, so you see the full ASI Chicago total on paper before you sign.
Ranges shown are all-in 2026 rental prices for design, structure, graphics, installation and dismantle at ASI Chicago; custom builds get their own quote. Get an exact number for ASI Chicago with the booth cost calculator or the 2026 booth cost guide.
Send us your booth size for ASI Chicago and what the space needs to do. Expect a reply within one business day and, usually within a week, a rendering and a fixed proposal for ASI Chicago. No charge.
In Chicago, your team walks into a booth that is already lit and stocked. You just show up.
03 Built by Purple
Booths to look at before you plan ASI Chicago
Case study · Amazon
Amazon at ESSENCE Festival of Culture, New Orleans
Amazon’s first ESSENCE Festival activation: a walk-through environment that welcomed hundreds of thousands of attendees across Prime Video, Amazon Live and Alexa.
Amazon's ESSENCE Festival activation had to move crowds past many products and leave each visitor with one memory, the same job a supplier booth does on two busy Expo Hall days.
Read the Amazon case study All case studies →“Purple Exhibits made us look good. The booth was one of the nicest displays in our section of the convention center and generated a lot of positive comments from both customers and industry peers. Their attention to detail, professionalism, and willingness to go above and beyond made a huge difference.”
Kimberly Owens, Brand Manager, Owens Products · more Purple client reviews
Trusted by exhibitors including
04 Designing for promotional products suppliers and decorators at ASI Chicago
Four things we get right for ASI Chicago exhibitors
1Work inside the 8-foot inline rule
ASI caps inline and corner booths at an 8-foot back wall, built only in the rear half of the space, while the front half toward the aisle stays at 4 feet. We put the tall sample wall at the back, keep handling counters low at the front, and file a rendering if you need the 10-foot extended height.
2Make the Passport stop useful
Distributors walk the Chicago floor collecting ASI Passport stickers for a $1,000 grand prize. We give that visit a front counter with your ASI number, booth number and one hero product, so a sticker stop turns into a sample in hand rather than a ten-second hello.
3Show the imprint, not just the blank
Distributors sell decoration to their clients, so we pair each blank with a finished piece: laser engraving on steel, embroidery on fleece, full-color print on a curved tumbler. Spare variants live in labeled drawers so the wall stays edited through both Expo Hall days.
4Plan for the short second day
In 2026 the Expo Hall closed at 2:30 p.m. on its second day, and ASI bars dismantling before the published close. We stage packing crates and return labels in the booth closet so your team packs samples fast after the bell and no stock walks out early.
Concept rendering
Every ASI Chicago proposal includes a rendering like this
You see your ASI Chicago booth in 3D before we cut a single panel: layout, graphics, lighting and product positions, revised until it is right. Pictured: a Purple concept for International Industries.
Start my ASI Chicago conceptFloor at a glance
Where you could be at ASI Chicago 2027
ASI's 2027 floor plan page puts the Chicago show in the West Building of McCormick Place, a move from the North Building used in 2026. Inside, ASI runs Registration, the Product Showcase and the Expo Hall.
West Building, McCormick Place
About 470,000 square feet, opened in 2007, at 2301 S Indiana Ave, with an indoor walkway to the Hyatt Regency hotel, per Purple's venue guide.
Our advice Rooms at the Hyatt keep your booth staff off the street; we label freight to the West Building and your booth number so nothing lands at the North docks used in 2026.
Product Showcase near Registration
ASI places the Product Showcase close to Registration; on the 2026 form each display card held one product up to one cubic foot, with headline, ASI number and booth number.
Our advice Showcase the same hero product that sits on your front counter, so a distributor who scans it at Registration recognizes your booth from the aisle.
Expo Hall Package Shipping points
Distributors drop sample bags at ASI Package Shipping points in the Expo Hall, and Passport finishers get one box shipped free up to $30.
Our advice Samples that fit a bag travel home with the distributor; we size take-away pieces and catalogs to that bag rather than to a tote nobody carries.
05 McCormick Place, West Building · Chicago
Logistics for ASI Chicago 2027, handled
ASI's 2026 Chicago exhibitor kit ran through Freeman, and ASI's booth guidelines route every ceiling attachment through Freeman. ASI wants freight at the warehouse at least seven days before the show, with the drayage rate covering storage from up to 30 days out, and the booth complete by 5 p.m. the night before the Expo Hall opens. At McCormick Place your full-time employees may assemble the booth, while dock-to-booth handling stays Teamster work billed by weight; Purple's venue guide plans on about $210 per hundredweight. The West Building sits on Indiana Avenue, a covered walk from the Hyatt Regency McCormick Place. Our project manager and vetted local labor install.
This building's hall rules, drayage estimates and freight deadlines for ASI Chicago exhibitors are in our McCormick Place exhibitor guide.
What Purple handles
- Booth drawn to ASI's 8-foot inline and 12-foot island limits
- Extended height and hanging-sign requests filed with ASI
- Freeman service orders, carpet choice and warehouse labels
- Sample drawers, imprint displays and Passport counter
- Freight to the warehouse seven days out
- Install and dismantle led by our project manager
ASI Chicago timeline, counted back from move-in
We need your ASI Chicago design signed off by mid-May 2027.
- Mid-May 2027Design sign-off; sample list, imprint pieces and booth configuration locked to ASI's height rules.
- Late May to June 2027Production in our Fishkill, NY shop over 30 to 45 days; drawers, trays and graphics proofed against your real products.
- Early to mid-July 2027Crated freight to the official warehouse at least seven days before the show, as ASI's rules ask.
- July 2027, before openingMove-in at McCormick Place West; ASI allows up to a day and a half of setup and wants the booth complete by 5 p.m. the night before the Expo Hall opens.
- July 27–29, 2027Education Day July 27, then Expo Hall July 28–29 with our project manager on call.
- After the July 29 closeDismantle after the published closing time, samples packed to your return plan, booth to storage or the next ASI Show.
Purple's planning timeline for ASI Chicago. The official ASI Chicago move-in, freight target and order dates come from your exhibitor kit and assigned schedule; when you book, we confirm them against your booth.
Print the ASI Chicago budget & deadline sheetTravel to ASI Chicago 2027
Getting to ASI Chicago 2027: airport, hotels and parking
Fly in
Chicago Midway International Airport (MDW) or O'Hare International Airport (ORD)
Stay
ASI's official hotel block, booked through Passkey for the 2026 show; 2027 Chicago housing not confirmed yet
Park
Lot A is the primary parking lot for West Building events, per McCormick Place
Find the venue
McCormick Place, West Building
2301 S Indiana Ave, Chicago, IL 60616
Travel facts from mccormickplace.com.
ASI Chicago by the numbers
ASI Chicago year by year
How ASI Chicago 2027 compares with other consumer products shows
The consumer products shows closest to ASI Chicago on the calendar, with the latest size each organizer has published. Each name other than ASI Chicago opens our exhibitor guide for that show.
| Show | Dates | City | Latest published size |
|---|---|---|---|
| Grassroots ConnectGrassroots Outdoor Alliance | June 11–15, 2027 | Oklahoma City, OK | 100+ retailers expected attendees · 120+ brands and reps expected (2026) |
| CultivateAmericanHort | July 10–13, 2027 | Columbus, OH | 650+ exhibitors (2026) |
| ICASTAmerican Sportfishing Association (ASA) | July 13–16, 2027 | Orlando, FL | Just under 12,000 attendees · 540+ exhibitors (2026) |
| Clean ShowMesse Frankfurt Inc. | July 15–18, 2027 | Las Vegas, NV | Nearly 400 exhibitors (2025) |
| PGA Buying SummitPGA Golf Exhibitions (RX) and the PGA of America | July 25–28, 2027 | Frisco, TX | 1,000+ attendees · 196 brands (2026) |
| ASI ChicagoASI Show | July 27–29, 2027 | Chicago, IL | 4,500+ attendees · 461 suppliers exhibitors (2026) |
| NY NOWNY NOW (Rockview Management Group Inc.) | August 8–10, 2027 | New York, NY | 460 exhibitors (2026) |
| NACDS Total Store ExpoNational Association of Chain Drug Stores (NACDS) | August 14–16, 2027 | San Diego, CA | – |
| Outdoor RetailerForge | August 18–20, 2027 | Minneapolis, MN | 1,800+ attendees · 275+ brands (2026) |
| Farwest ShowOregon Association of Nurseries (OAN) | August 25–27, 2027 | Portland, OR | 4,000+ attendees · 300+ exhibitors (2026) |
ASI Chicago exhibitor questions
Questions exhibitors ask us before ASI Chicago
When is ASI Chicago 2027?
ASI Show Chicago 2027 runs July 27–29, 2027. Education Day is Tuesday, July 27, and the Expo Hall is open Wednesday and Thursday, July 28–29. The 2026 show ran July 21–23, and ASI described it as the 27th annual Chicago show.
Where is ASI Chicago 2027 held?
At McCormick Place in Chicago; ASI's 2027 floor plan page places the show in the West Building, 2301 S Indiana Ave. The 2026 show used the North Building, so freight labels, parking and the hotel walk all change this year. McCormick Place names Lot A as the primary lot for West Building events.
What are the ASI Chicago 2027 Expo Hall hours?
The Expo Hall opens July 28–29, 2027; daily hours are not confirmed yet. In 2026 the hall opened at 10 a.m. both days and closed at 5 p.m. on July 22 and 2:30 p.m. on July 23, after setup on July 20 and 21, with teardown from 2:30 p.m. on the last day. Plan staffing for a short final afternoon.
How much does a booth at ASI Chicago 2027 cost?
ASI's sales team quotes Chicago space rates rather than posting them online. On our side, a 10×20 rental runs $7,500 to $15,000 and a 20×20 custom island $50,000 to $120,000. What moves the number here is sample weight through Freeman, a hanging sign with its Extended Height Fee, and drawers built to your SKUs.
Who can attend ASI Chicago?
ASI-approved promotional products distributors and decorators in good standing attend free, plus their salespeople; non-listed resellers pay $99 for education and exhibit days. ASI's rules close the show to end users, the general public and children under 12, and distributors may not bring their customers onto the floor.
Who can exhibit at ASI Chicago?
Booth space is for ASI-listed suppliers, with some exceptions for associations and service providers. ASI's rules bar exhibitors from selling equipment used to customize promotional products and from running a retail outlet, and each booth belongs to one company with no resale or sharing.
How tall can a booth be at ASI Chicago?
ASI holds inline and corner exhibits to an 8-foot back wall, and anything in the front half toward the aisle to 4 feet. Islands 20×20 and larger may reach 12 feet without approval. With a rendering approved by ASI, inlines can go to 10 feet and islands to 16 feet, at the Extended Height Fee of $199 for members paying in advance.
Can we hang a sign over our ASI Chicago booth?
Only over islands, peninsulas, aisle spans and perimeter booths, with ASI's permission and the Extended Height Fee: $199 for members in advance or $300 onsite, $1,000 or $1,999 for non-members. ASI's guidelines route every ceiling attachment through Freeman, so we file the sign order with the rigging request.
Can we rent a booth for ASI Chicago, and what does it include?
A Purple rental brings the frame, printed fabric graphics, LED lighting, drawer counters and a storage closet, with shipping, setup and teardown priced on one fixed proposal. Sample trays and imprint displays can be built custom and kept, while the walls around them are rented for each show.
Can our own staff set up our booth at McCormick Place?
McCormick Place lets your own full-time employees build the exhibit, whatever its footprint, using their own tools. Moving crates from the dock to the booth stays Teamster work billed by weight; Purple's venue guide plans on about $210 per hundredweight. ASI's rules add that the booth must be finished by 5 p.m. the night before opening.
Can we give out samples and catalogs at ASI Chicago?
Samples and catalogs belong inside your booth: ASI charges $1,000 to distribute literature outside your space, and only as a booth drop by show management. Distributors ship what they collect through ASI Package Shipping, so we plan a sample station that hands over light, flat pieces that travel well.
What programs help suppliers get noticed at ASI Chicago?
On ASI's 2026 forms, the Product Showcase near Registration cost $410 per product and an Exclusive Showcase Display $1,820. Suppliers also bought spots at the New Product Preview Reception, where a record 50 suppliers showed new items in 2025, and joined the ASI Passport as participating stops.
How many people attend ASI Chicago?
ASI counted more than 4,500 attendees and 461 supplier companies at ASI Chicago 2026, including 83 first-time exhibitors. The 2025 show drew nearly 5,000 promo professionals from all 50 states and 17 countries, and 2024 had nearly 5,000 attendees and 466 exhibiting companies.
Can we reuse our ASI Chicago booth at other shows?
That is how we design it: the same 10×20 or island kit can work ASI Show Orlando in January, Licensing Expo in Las Vegas and NY NOW in New York. Between shows we store it, swap graphics for the new season's catalog and ship it to whichever show comes first.
Before you sign for ASI Chicago
Five things to ask every builder quoting ASI Chicago:
- Will the proposal show every ASI Chicago fee, including show contractor charges?
- Who actually builds it for ASI Chicago: your shop or a subcontractor?
- Who from your team is on the ASI Chicago floor for install and dismantle?
- What does the rental include, and what is billed by ASI Chicago?
- Once ASI Chicago closes, where does the booth go and what does storage cost?
Common situations
Already own a booth? We refresh the graphics, repair what is worn, ship it to the McCormick Place, West Building, install it and store it between shows. You keep the structure you paid for and bring it to ASI Chicago.
Exhibiting from outside the US? We are your team on the ground in Chicago: freight to the advance warehouse, show-service orders, installation and storage, with one project manager answering your emails in your time zone.
Short on time? In two to three weeks, a rental with your graphics can be ready for Chicago. We tell you on the first call what is realistic before ASI Chicago.
Get a proposal
Tell us about your ASI Chicago booth
What happens next
- You get a reply within one business day, asking about your products, goals and footprint at ASI Chicago.
- You get a concept rendering and a fixed proposal for ASI Chicago, usually within a week. Every ASI Chicago fee listed upfront, in full, on paper.
- In 30–45 days we build it, ship it to the advance warehouse and install it before the hall opens.