California is not a right-to-work state, and San Francisco union jurisdictions cover installing and dismantling exhibits. Unpacking and placing your products is not covered.
Exhibitor guide · San Francisco, CA · Updated
Moscone Center Exhibitor Guide
Moscone is three buildings, not one: North and South sit mostly underground beneath Yerba Buena Gardens, and West stands across 4th Street with its own basement docks off Howard Street. Know which building and hall your show is in before you book freight, then plan for San Francisco's union floor, where even a pop-up can need a labor order.
- 3,000+ exhibitors served
- 10,000+ booths built
- 2 days to a design brief
Photo: San Francisco skyline by Carol M. Highsmith, Library of Congress Prints & Photographs Division, public domain.
Quick answers
What exhibitors ask about the Moscone Center
One recent Moscone show kit requires a labor order if the booth is larger than 10×10, taller than 10 ft, needs hand tools, two people or more than 30 minutes. Check your own kit.
Halls A–C and D are in Moscone South, E and F in Moscone North, and Moscone West is a separate building across 4th Street with its own docks.
Hall F is 28 ft and Hall E 24 ft. Moscone lists support-arch heights and low-ceiling areas in Hall C on its floor plans, so check your booth location.
Only at Moscone
Moscone North, South and West: which building, which dock
Moscone is split into three buildings on both sides of Howard and 4th Streets, with a public park on its roof. North and South share the 3rd Street docks; West has its own. Booking freight for the wrong building is the classic Moscone mistake, so match your hall to its dock first.
| Building | Halls | Dock | Truck limit |
|---|---|---|---|
| Moscone South (1992) | A, B, C, D | Hall A: 4 bays (Blue) · Hall C: 3 bays (Green), off 3rd St between Folsom and Howard | 53 ft trailer, 13 ft 6 in tall |
| Moscone North (1981) | E, F | Hall F: 9 bays (Red), off 3rd St between Folsom and Howard | 53 ft trailer, 13 ft 6 in tall |
| Moscone West (2003) | Levels 1–3 | 9 bays in the basement, off Howard St between 4th and 5th | 53 ft trailer, 14 ft tall |
| Freight elevators | — | 2 in North/South, 4 in West | Ask the GSC for sizes |
Source: Moscone Center loading-dock and exhibit-hall pages. North and South connect under Howard Street and, since the expansion finished at the end of 2018, by an attendee bridge over it; West is a short walk across 4th Street. Moscone and its caterer may use any dock at any time, and some bays hold refrigerated trucks.
History
Moscone Center history: a park with a convention center underneath
San Francisco named its convention center for a murdered mayor and built most of it below ground, so that Yerba Buena Gardens could stay public green space on top.
- 1978San Francisco Mayor George Moscone is assassinated. The convention center then under construction is named for him.
- 1981Moscone Center opens, the building now called Moscone North, built largely underground so that Yerba Buena Gardens could occupy the surface above it.
- 1992Moscone South opens across Howard Street, also mostly underground, and becomes the largest of the buildings.
- 2003Moscone West opens across 4th Street, the complex's only above-ground building, with three levels and its own docks.
- 2018A $551 million expansion, four years in the making, is completed at year's end and celebrated in January 2019. It adds about 157,000 sq ft, two bridges over Howard Street and outdoor terraces, and lifts connected North/South exhibit space past 500,000 sq ft.
- 2023Full service begins on Muni's Central Subway, with a Yerba Buena/Moscone station at the center's doorstep.
- TodayDreamforce, RSAC, GDC and major medical and science meetings anchor the calendar; Oracle's flagship conference has moved to Las Vegas.
Photos: "GDC 2011 - 3/2 (day 2)" by Official GDC, CC BY 2.0 Source · "GDC 2011 - 3/2 (day 2)" by Official GDC, CC BY 2.0 Source · "Union Square" by bryce_edwards, CC BY 2.0 Source
Floor plan & exhibit halls
Moscone Center floor plan: Halls A–F in North and South, plus Moscone West
Booked together, the exhibit levels of Moscone North and South give 502,440 sq ft in Halls A–F, and the campus as a whole offers more than 790,000 sq ft of exhibit space. Tap a hall for its size and clearance.
Schematic. Hall widths are proportional to floor area, not an architectural plan. Official floor plans and the capacity chart are on moscone.com.
Hall A · Moscone South
- 86,204 sq ft (290 × 259 ft)
- 37 ft ceiling
- 371 10×10 booths max
Column-free concrete floor rated at 125 lbs per sq ft. Served by the four-bay Blue Dock, which the caterer may also need for deliveries.
Hall B · Moscone South
- 50,787 sq ft (290 × 180 ft)
- 37 ft ceiling
- 268 10×10 booths max
The middle hall of the A–B–C run, with no dock of its own; freight comes through the Hall A or Hall C docks.
Hall C · Moscone South
- 107,392 sq ft (290 × 358 ft)
- 37 ft ceiling
- 545 10×10 booths max
The largest hall in South, with the three-bay Green Dock. Moscone marks low-ceiling areas in Hall C on its floor plans; check them before planning a tall structure or hanging sign.
Hall D · Moscone South
- 56,992 sq ft, irregular
- Varies ceiling
- 197 10×10 booths max
Carpeted flex space that works as an exhibit hall or breakout rooms. No designated dock.
Hall E · Moscone North
- 41,812 sq ft (200 × 209 ft)
- 24 ft ceiling
- 214 10×10 booths max
Carpeted flex space in North, used as exhibit space or breakouts. No designated dock.
Hall F · Moscone North
- 138,631 sq ft (265 × 520 ft)
- 28 ft ceiling
- 744 10×10 booths max
The single biggest hall on the campus, with the nine-bay Red Dock. Lower ceiling than A–C, so check sign and tower heights against 28 ft.
502,440sq ft, all of Halls A–F together on the North/South exhibit level · up to 2,350 10×10 booths on Moscone's chart
244,383sq ft Halls A–C combined, 290 × 797 ft at 37 ft · the column-free core most big trade shows use
96,660sq ft dedicated exhibit hall on Moscone West Level 1 · 6 ft diameter columns; Levels 2 and 3 add about 98,000 sq ft of flexible space
125lbs per sq ft floor load in every exhibit hall, North, South and West Level 1 · the North/South docks are rated 250 lbs
20,622sq ft North Lower Lobby on the exhibit level · registration and sponsor displays; ceiling varies
Loading dock & move-in
Moscone Center loading dock and freight
Get directions to Moscone Center →
- North and South docks on 3rd StreetOn the west side of 3rd Street between Folsom and Howard. Moscone's floor plan counts 20 docks with drive-on access to the exhibit halls through an internal freight system.
- West docks on Howard StreetNine bays in the basement, entered from the north side of Howard Street between 4th and 5th. West's docks have no listed load limit and take trucks up to 14 ft tall.
- Marshaling yardExhibitor trucks may have to check in at the show's marshaling yard before coming to the center. The general service contractor (GSC) sets the truck schedule.
- Shared docksMoscone and Legends Global, the caterer, may use the docks at any time, and refrigerated trucks occupy some bays. Expect to wait at peak move-in.
- Day −60Design approved. Confirm North, South or West, and your hall's dock.
- Day −30EAC (EDC) form and certificate of insurance filed. Labor, electrical and internet orders in for the advance rate.
- Day −14Purple ships to San Francisco through our carrier network.
- Day −7Advance warehouse deadline in the show kit.
- Day 0Move-in through the marshaling yard. Union crews install; check the kit for straight-time hours.
- Show +1Move-out. Empties return, MHA turned in.
Labor & union rules
Moscone Center union labor: who sets up my booth?
California is not a right-to-work state, and San Francisco union jurisdictions cover installing and dismantling exhibits at Moscone. Booth labor, drayage, rigging and electrical are ordered through the show's official contractor. The rules below come from a recent Moscone show kit (GES, SEMICON West); your show's kit is the final word.
✓You can do it yourself
- Unpack and place your own products and literature; this is outside union jurisdiction
- Set up a booth of 10×10 or smaller, no taller than 10 ft, that one person can assemble without hand tools in 30 minutes or less
- Hand-carry materials that one person can bring in, in one trip, without a dolly
●Order union labor if
- The booth is larger than 10×10 or taller than 10 ft
- It needs hand tools, two or more people, or more than 30 minutes to install or dismantle
- You need carpet or flooring laid, power run inside the booth, or a sign or truss hung
- Freight needs a dolly, more than one trip, or a forklift to place machinery
- An EAC (the kit calls it an EDC) builds your booth: it must order labor through the same rules
!Exclusive at Moscone
- Internet and telecom: Moscone Center's own team is exclusive, and exhibitor Wi-Fi access points are prohibited
- Catering: Legends Global is the in-house caterer; food and drink in booths must be ordered through it
- Electrical, rigging, material handling: the show's appointed contractor, which varies by show (GES and Freeman have both held it)
- Check the current exclusive-services list in your kit before ordering
Background photo: "Moscone Center, San Francisco" by El Caganer - Over 8.5 Million views!, CC BY 2.0 Source
Free tool
Moscone Center drayage cost estimator
Planning numbers for 2026 and 2027 at about $180 per hundredweight, with a 200-lb minimum. Your show's exhibitor kit carries the actual tariff. See all venues on the drayage rates page.
Estimated drayage
$3,600
Cut this with a lighter booth
GDC 2011 at Moscone
Photo: "GDC 2011 - 3/2 (day 2)" by Official GDC, CC BY 2.0 Source
The calendar
Moscone Center trade shows 2026–2027
Technology and science dominate Moscone's calendar: game developers, cybersecurity, photonics, earth science and cardiology all book the campus. Dates are from each organizer or the Moscone calendar; confirm before booking.
INFORMS Annual Meeting
Operations research, analytics · exhibits in Moscone South Hall A · 2026
AGU26 Annual Meeting
Earth and space science · 24,000+ attendees · 2026
SPIE Photonics West
Optics, lasers, photonics · exhibition Feb 2–4 · 2027
GDC Festival of Gaming
Game development, technology · 2027
RSAC Conference
Cybersecurity · North, South and West · 2027
Heart Rhythm 2027
Cardiology, electrophysiology · Heart Rhythm Society annual meeting · 2027
Salesforce's Dreamforce, the center's marquee event, ran September 15–17, 2026 across North, South and West; Salesforce has reported more than 170,000 attendees across the city in some years. Oracle's flagship conference, a Moscone fixture for years, now meets in Las Vegas (Oracle AI World, October 25–28, 2026 at the Venetian). The OCP Global Summit moves to Moscone for October 4–7, 2027.
Where to stay & getting there
Hotels near the Moscone Center, transit and crew logistics
Where to stay, how to get to Moscone by BART, Muni and the Central Subway, and how crews and freight arrive.
Steps away
San Francisco Marriott Marquis
The closest large tower, on 4th Street a short walk from Moscone West. INFORMS uses it as a co-venue in 2026.
Walking distance
Hilton San Francisco Union Square
One of the big Union Square towers, within walking distance of all three buildings.
10–15 min walk
Union Square and SoMa hotels
A wide range of price points, close to BART and Muni.
At the door
Muni Central Subway and BART
The T Third line's Yerba Buena/Moscone station opened in 2022; BART and Muni Metro stop at Powell and Montgomery, a few blocks north.
25–40 min drive
SFO and Oakland
SFO is closest, 25–40 minutes by car depending on traffic. Oakland is a common alternative; hotels near SFO suit early or late flights.
Crew arrival
Crews, vans and parking
Crew trucks and vans check in at the show's marshaling yard, then unload at the 3rd Street docks (North/South) or the Howard Street docks (West). Street parking is tight and streets around Moscone close during Dreamforce, so crews do best on transit. Purple coordinates Bay Area crews and freight for Moscone installs.
Insider tips
Moscone Center exhibitor tips: what experienced teams do
Put the building on the bill of lading
North and South docks are on 3rd Street; West's are in the basement off Howard Street. Write the building and hall on every label and carrier order so freight lands at the right door.
Measure tall trucks for West or South
North and South take trucks up to 13 ft 6 in; West takes 14 ft. A high-cube trailer that fits West can be turned away at the 3rd Street docks.
A pop-up still counts as labor
If your booth needs a hand tool, a second person or more than 30 minutes, a recent Moscone kit says to order union labor. Design for a tool-free, one-person setup only if you truly plan to self-install a 10×10.
Leave the Wi-Fi router at home
Moscone's own team is the exclusive internet provider and exhibitor access points are prohibited. Order a wired line or Wi-Fi from Moscone early, for the advance rate.
Check Hall C and Hall F heights
Halls A–C list 37 ft, but Moscone marks low-ceiling areas and support arches in Hall C, and Hall F is 28 ft. Confirm the clearance above your booth before ordering a hanging sign.
Book hotels before Dreamforce week
When Dreamforce or RSAC takes all three buildings, the city fills and streets around Moscone close. If your show is near those dates, lock rooms early and take the Central Subway or BART.
FAQ
Moscone Center FAQ for exhibitors
Why is Moscone partly underground?
Moscone North and South were built largely beneath Yerba Buena Gardens so the park above could remain public green space, a deliberate design choice when the center was planned.
Are Moscone North, South and West connected?
North and South are connected below Howard Street and, since the 2018 expansion, by an attendee bridge over it; a second bridge links the two halves of Yerba Buena Gardens. West is across 4th Street, a short walk away, with no underground connection.
Is the Moscone Center union?
Yes. California is not a right-to-work state, and San Francisco union jurisdictions cover installing and dismantling exhibits. Booth labor, drayage, rigging and electrical are ordered through the show's official contractor.
Can I set up my own booth at Moscone?
Only a simple one. A recent Moscone show kit requires union labor if the booth is larger than 10×10, taller than 10 ft, needs hand tools, two or more people, or more than 30 minutes to install. Unpacking and placing your own products is not union work. Check your show's kit.
How much is drayage at Moscone?
Purple's planning estimate is about $180 per hundredweight in 2026 and 2027, with a 200-pound minimum. The general service contractor's show kit carries the actual tariff.
Where is the Moscone Center loading dock?
North and South docks are on the west side of 3rd Street between Folsom and Howard: four bays at Hall A, three at Hall C and nine at Hall F. Moscone West has nine bays in its basement, entered from Howard Street between 4th and 5th.
What is the ceiling height in the Moscone exhibit halls?
Halls A, B and C list 37 ft, Hall F 28 ft and Hall E 24 ft; Hall D varies. Moscone marks support-arch heights and low-ceiling areas in Hall C on its floor plans.
Can I bring my own Wi-Fi to Moscone?
No. Moscone Center's own team is the exclusive internet and telecom provider, and exhibitor-provided Wi-Fi access points are prohibited.
Which airport should I use?
SFO is closest at 25–40 minutes by car; Oakland is a common alternative depending on flights. From downtown, BART stops at Powell and Montgomery and the Muni Central Subway stops at Yerba Buena/Moscone.
When did each Moscone building open?
Moscone North opened in 1981, South in 1992 and West in 2003.
What did the Moscone expansion add?
About 157,000 sq ft, in a $551 million project completed at the end of 2018, plus two bridges over Howard Street and outdoor terraces. Connected North/South exhibit space now tops 500,000 sq ft.
Exhibiting at Moscone?
Tell us the show. We will fit the booth to the hall.
Tell us the show, the building and hall, and your booth size. Within two business days you get a design brief, a drayage estimate at San Francisco rates and a build plan that fits Moscone's union labor rules and dock schedule.
Background photo: "Bay Bridge at Night - Wide" by Eric Kilby, CC BY-SA 2.0 Source
Compare venues
Moscone Center vs other major U.S. convention centers
How the Moscone Center stacks up against other major U.S. convention centers. Drayage figures are Purple planning rates, not published tariffs.
| Venue | Type | Largest space | Ceiling | Labor | Drayage (plan) | Airport |
|---|---|---|---|---|---|---|
| Moscone CenterThis guide | Convention center | 502,440 sq ft contiguous, Halls A–F | 37 ft Halls A–C · 28 ft Hall F | Union · check kit | ≈ $180/cwt | SFO · 25–40 min |
| America's Center Convention ComplexSt. Louis | Convention center | 574,000 sq ft contiguous, with Dome floor | 40 ft | Union · 300 sq ft rule | ≈ $150/cwt | STL · 14 mi |
| Anaheim Convention CenterAnaheim | Convention center | 221,284 sq ft Hall D | 25 ft Hall D · 13 ft 8 in Hall E | Union · check kit | ≈ $172/cwt | SNA · 13 mi |
| Boston Convention & Exhibition CenterBoston | Convention center | 516,000 sq ft contiguous (Halls A–C) | 35 ft low · up to 100 ft | Union · staff setup OK | ≈ $324/cwt | BOS · 3 mi |
| Calvin L. Rampton Salt Palace Convention CenterSalt Lake City | Convention center | 515,000 sq ft contiguous, 10 halls | 30 ft | Right-to-work | ≈ $120/cwt | SLC · ~6 mi |
| Charlotte Convention CenterCharlotte | Convention center | 280,000 sq ft contiguous, Halls A–C | 30 ft listed max | Right-to-work | ≈ $115/cwt | CLT · 7 mi |
| Georgia World Congress CenterAtlanta | Convention center | 1M+ sq ft contiguous (Halls B, BC, C) | 30 ft to grid | Right-to-work | ≈ $150/cwt | ATL · 15–20 min |
| Huntington PlaceDetroit | Convention center | 623,000 sq ft contiguous, Halls A–D | 30 ft (A–D) · 18 ft 8 in (E) | Union · 400 sq ft rule | ≈ $155/cwt | DTW · 20 mi |
| Javits CenterNew York | Convention center | ~500,000 sq ft contiguous (Level 3) | Varies by hall · check plan | Union · 250 sq ft rule | ≈ $195/cwt | EWR / LGA / JFK · 45–70 min |
| McCormick PlaceChicago | Convention center | 840,000 sq ft Hall A (South) · 1.2M+ on one level | Varies by hall · check plan | Union · staff setup any size | ≈ $210/cwt | MDW · ~20 min |
| Minneapolis Convention CenterMinneapolis | Convention center | 376,200 sq ft contiguous, Halls B–E | 30 ft 6 in to truss · 85 ft domes | Union · open dock | ≈ $150/cwt | MSP · ~20 min |
| Orange County Convention CenterOrlando | Convention center | 1,103,538 sq ft West Building | 30–40 ft | Right-to-work | ≈ $155/cwt | MCO · 12 mi |
| San Diego Convention CenterSan Diego | Convention center | 525,701 sq ft contiguous, Halls A–H | 27 ft 4 in A–E · up to 64 ft F–H | Union · check kit | ≈ $176/cwt | SAN · 3 mi |
| Seattle Convention CenterSeattle | Convention center | 205,700 sq ft Arch Halls 4A–4F | 25 ft Arch · 30 ft Summit | Union · check kit | ≈ $165/cwt | SEA · Link ~40 min |
More California guides
Other venues in California and the West
SAFE Credit Union Convention CenterSacramento
Los Angeles Convention CenterLos Angeles
Long Beach Convention CenterLong Beach
Anaheim Convention CenterAnaheim
San Diego Convention CenterSan Diego
Seattle Convention CenterSeattle
Written by the Purple Exhibits team. Purple ships to Moscone and coordinates crews and freight for San Francisco installs. Reviewed for the 2026–2027 season. Sources: Moscone Center exhibit-hall, floor-plan and loading-dock pages; GES union labor checklist and SEMICON West 2026 exclusive-services list; TSNN and KTVU on the 2018 expansion; SFMTA on the Central Subway; San Francisco Travel; Wikipedia (Moscone Center); organizer sites for show dates (INFORMS, AGU, SPIE, GDC, RSAC, Heart Rhythm Society, Salesforce, Oracle); Library of Congress Prints & Photographs Division.