Chicago Auto Show 2027 · Budget & deadline sheet
February 13–21, 2027 · McCormick Place, Chicago, IL
February 13–21, 2027 · McCormick Place, Chicago, IL
Booth price tiers (all-in, 2026 ranges)
| Footprint | Rental with your graphics | Custom build |
|---|---|---|
| 10×20 inline | $7,500 – $15,000 | $15,000 – $45,000 |
| 10×30 inline | $12,000 – $22,000 | $25,000 – $65,000 |
| 20×20 island | $16,000 – $40,000 | $50,000 – $120,000 |
| 20×30+ island | $25,000 – $55,000 | $75,000 – $175,000 |
Includes design, structure, graphics, installation and dismantle. A custom-built booth runs roughly $100 to $250 per square foot depending on finish level. A rental of the same footprint usually lands at 35 to 50 percent of the purchase price for one show.
Billed by the show
- Exhibit space (paid to Chicago Automobile Trade Association)
- Drayage, or material handling, when it is not in the Chicago Auto Show space rate
- Electrical, internet and rigging orders for Chicago Auto Show
- Booth cleaning, and union labor where McCormick Place requires it
Published rates:
- Sponsor tiers (2027): Star $35,000 (1,000–1,500 sq ft); Official from $50,000; Premier from $100,000, per the show
- Overlanding Chicago (2027): 10×20 $3,000; 20×20 $5,000; 40×20 $8,500; +$500 per vehicle
- Large vendor space (2027): 1,000 sq ft minimum; $9 per sq ft auto OEM, $12 per sq ft non-auto, with carpet
- Material handling: About $210 per hundredweight, 200 lb minimum, Purple's 2026–2027 planning figure
Key dates
- Design sign-off with Purple: Mid-December 2026
- November–December 2026: Sponsor tier or Overlanding level agreed through the show's inquiry form; space and vehicle count set.
- Mid-December 2026: Design sign-off; vehicle placement, gear walls and lounge layout approved.
- Late December 2026 to January 2027: Production in Fishkill, NY or our Las Vegas shop; graphics proofed for preview, gala and public days.
- Late January 2027: Freight ships to McCormick Place per the Exhibitor Resource Hub schedule; exact move-in dates not confirmed yet.
- February 11–12, 2027: Booth finished for the Media Preview and the First Look for Charity gala on February 12.
- February 13–21, 2027: Public show days; graphics refreshed as needed, then strike and return to storage.
Purple planning timeline; confirm official dates against your exhibitor kit.
Checklist
- Pick a sponsor tier or an Overlanding Chicago level and confirm the square footage
- Decide how many vehicles go in the space and add the $500 per vehicle where it applies
- Plan the Media Preview and First Look for Charity moments with the show
- Schedule two staff shifts per day for nine public days
- Send Purple vehicle sizes, product lists and brand files
- Watch the Exhibitor Resource Hub for deadlines and credentials once approved
- Book rooms at the Hyatt Regency McCormick Place or the Marriott Marquis
Every last fee for Chicago Auto Show, listed upfront and in full on paper. Questions or a fixed proposal: (800) 994-8030 · info@purpleexhibits.com · purpleexhibits.com/shows/chicago-auto-show/