Winter FancyFaire 2027Exhibitor guide: booth costs, dates and deadlines

SFA sells space in 100-square-foot units, so price the 10×10 tier first: $3,500 to $8,000 rented, $8,000 to $25,000 custom, with a 10×20 custom build at $15,000 to $45,000. Space itself is $50.47 a square foot for members, plus $800 per corner. At Moscone the swing comes from I&D Local 510 hours, rented refrigeration and freight billed at $1.48 a pound.

SFA's hard date is December 17, 2026, the last day members can order the free booth package of tables, chairs, carpet and an 11×17 sign on FreemanOnline. The 2027 Space Draw has closed, and remaining booths sell first come, first served. Our own cutoff is earlier: we lock your counter drawings in early November so Fishkill builds through Thanksgiving and crates ship before the holidays, ahead of the January 14–16 move-in.

We do, and SFA's booth shapes it. Each space arrives with an 8-foot black back drape and 3-foot side drape, so the rented back wall hides that drape behind your branding, and the rented tasting counter stays under the 4-foot front-half line. We price the lighting, freight to Moscone, the Freeman orders and I&D labor for setup and teardown into one fixed proposal. A 10×20 rental runs $7,500 to $15,000.

Moscone is a union floor: I&D Local 510 installs displays, Teamsters Local 2785 handle freight and forklifts, and IBEW Local 6 wires booth power. Electrical, plumbing, rigging, drayage and catering stay with the official vendors and no exhibitor-appointed contractor may take them. We register as your EAC through the Map Your Show dashboard and run the I&D crew with our own project manager.

Inline booths stop at 8 feet in the back half and 4 feet in the front half, so a buyer 20 feet down the aisle can still see your neighbor. Peninsulas and islands of 400 square feet or more may reach 16 feet, or 20 feet in International Pavilions. Hanging signs fly only over peninsula, island and pavilion booths, between 10 and 16 feet, and never lit.

Sampling needs a San Francisco health permit, which SFA and each exhibitor apply for at least two weeks before the first show day, plus Moscone's Legends Global Sampling Form by the same date. Open flame needs SFA approval and a Fire Department permit, and SFA bars flammable gases inside the building, so propane stays home. Electric cooking needs no flame permit. We file the forms with you.

Freeman bills you $1.48 per pound for freight sent direct to Moscone and $1.51 per pound through its warehouse. SFA members get 200 pounds free per 10×10 as a credit on the final Freeman bill, so a 20×20 carries 800 pounds at no charge, though the credit cannot combine with the Exhibitor Driven program. Our proposal lists each crate's weight and the bill after that credit.

If your company has never exhibited at or attended an SFA show, the Spark Pavilion sells a one-day kiosk for $999 or a three-day tabletop for $1,699, each with a counter-height table, two stools and an ID sign. A three-day 5×10 on the show floor costs $2,523. Each level can be booked for two SFA shows, so we print graphics for it and plan the custom booth you grow into.

Yes, if we plan for it now. A Winter FancyFaire back wall and low tasting counter can follow you to the Summer Fancy Food Show at the Javits Center in July 2027, Natural Products Expo West in Anaheim or IDDBA in Atlanta. Those floors set their own height and union rules, so we redraw the plan for each, swap graphics and keep the kit in storage between shows.

Winter FancyFaire 2027 runs Sunday, January 17 to Tuesday, January 19, 2027, at Moscone Center in San Francisco. The hall opens at 10 a.m. each day, closes at 4 p.m. on Sunday and Monday and at 3 p.m. on Tuesday, and exhibitors move in January 14–16 by booth size. SFA has already booked January 23–25, 2028 in San Francisco.

Moscone North and South at Moscone Center, 747 Howard Street, San Francisco. The venue has no parking of its own; BART and Muni stop at Montgomery station, a few minutes' walk from both buildings. San Francisco Travel puts SFO 14 miles from downtown, and onPeak is the only official hotel provider for the 2027 show.

The first Winter FancyFaire, in San Diego in January 2026, brought together more than 12,000 industry professionals and over 1,000 exhibitors from 30 countries, SFA reported. The Winter Fancy Food Show it builds on drew 12,000 participants and 1,050+ exhibitors to Las Vegas in 2025, and 13,000+ participants with 1,052 exhibitors in 2024.

No. SFA runs it as a trade-only event, and only people and businesses connected to the specialty food industry can register. Each attendee shows proof of employment, such as a company email, two recent pay stubs or a company photo ID, because business cards do not count, plus proof of the business itself. Registration fees are final.

You book it with the Specialty Food Association, which owns the show along with the Summer Fancy Food Show and the sofi Awards. Tier 2 members chose first in Space Draw, in Priority Point order; what remains sells first come, first served through the Book Exhibit form, at $50.47 a square foot for active members and $56.65 in International Pavilions.