Exhibitor guide · San Francisco, California
Moscone Center: the exhibitor's guide
Named for a murdered mayor, rebuilt underground to preserve a city park above it, and the annual host of Salesforce's Dreamforce and Oracle's tech conferences. What exhibitors need to know about San Francisco's flagship convention center.
Moscone · 747 Howard StWhy this page exists
Moscone is really three buildings, North, South and West, mostly built underground below Yerba Buena Gardens so the park above could stay public green space, and exhibitors who don't know which building their show is in show up at the wrong entrance more than you'd think. This guide covers the three halls, San Francisco's union labor rules, drayage, the shows calendar led by Dreamforce and Oracle's conferences, hotels around Union Square and SoMa, and the center's history and 2018 expansion.
The building
North, South, and West
| Building | Opened | What it is | Booth planning note |
|---|---|---|---|
| Moscone North | 1981 | Built largely underground beneath Yerba Buena Gardens. | Confirm loading dock, separate from South. |
| Moscone South | 1992 | The largest of the three, also mostly underground. | Most large trade shows use South. |
| Moscone West | 2003 | Above-ground building across 4th Street from North and South. | A short walk from the other two buildings, not connected underground. |
| 2018 expansion | 2018 | $551 million project added 157,000 sq ft and a rooftop terrace connecting North and South. | Improved connectivity between buildings. |
Figures from Moscone Center's published facility overview and San Francisco Travel.
The labor map
Who sets up my booth?
California is not a right-to-work state, and Moscone runs a union floor. Booth labor, drayage, rigging and electrical are ordered through the show's official contractor and staffed by the relevant Bay Area union locals.
Union installation
Installation and dismantling of exhibits is union work under Moscone's contractor agreements.
Drayage
Required to be union labor.
Rigging and electrical
Ordered through the show's official contractor.
Exhibitor-appointed contractors
Purple files as your EAC and supervises union crews for Moscone shows.
History
A park with a convention center underneath
Moscone Center opens, named for San Francisco Mayor George Moscone, who was assassinated in 1978. The building is constructed largely underground so that Yerba Buena Gardens could occupy the surface above it.
Moscone South opens, becoming the largest of the three buildings.
Moscone West opens across 4th Street, the complex's only above-ground building.
A $551 million expansion adds 157,000 sq ft of new exhibit and meeting space, along with a rooftop terrace connecting North and South, roughly doubling the center's ability to host large citywide conventions simultaneously.
Salesforce's Dreamforce, drawing over 170,000 attendees across the city in some years, and Oracle's technology conferences anchor the center's calendar alongside dozens of other technology and medical shows.
Free tool
Moscone drayage estimator
Planning numbers for 2026 and 2027; your show's exhibitor kit has the tariff.
Deadlines
Freight countdown for a Moscone show
The calendar
Shows at Moscone
| Show | Next dates | Industry | Attendance | Purple |
|---|---|---|---|---|
| Dreamforce (Salesforce) | Fall 2026 | Technology, cloud software | 170,000+ | Custom exhibits |
| Oracle technology conferences | Fall 2026 | Technology, cloud software | 25,000 | 10×20 rentals |
| Medical and biotech conferences (e.g. JPMorgan Healthcare Conference nearby) | Winter, year-round | Healthcare, biotech | 9,000 | 10×10 rentals |
Attendance figures from organizer/trade press where published; confirm before booking.
Logistics
Hotels, transit, crew logistics
- Airport: SFO is about 25–40 minutes depending on traffic; Oakland is a common alternative.
- By transit: BART and Muni both stop within a few blocks.
- Walking: Union Square and SoMa hotels are both within a 10–15 minute walk.
- Crew: Purple coordinates Bay Area crews for Moscone installs.
| Hotel | Distance | Why exhibitors pick it |
|---|---|---|
| Marriott Marquis, Hilton San Francisco Union Square | Walking distance | The closest large towers to Moscone. |
| Union Square hotels | 10–15-min walk | Wide range of price points near BART/Muni. |
| Hotels near SFO | 25–40-min drive | Fly-in exhibitors on early or late flights. |
Questions
Moscone Center FAQ
Why is Moscone partly underground?
North and South were built beneath Yerba Buena Gardens so the park above could remain public green space, a deliberate design choice from the 1980s.
Are North, South, and West connected?
North and South are connected, including by a rooftop terrace added in the 2018 expansion. West is across 4th Street and reached by a short walk, not an underground connection.
Can I set up my own booth?
Moscone runs a union floor; installation and dismantling are union work under the center's contractor agreements.
How much is drayage?
Purple's planning estimate is about $180 per hundredweight in 2026 and 2027, with a 200-pound minimum.
Which airport should I use?
SFO is closest at 25–40 minutes; Oakland is a common alternative depending on flight options.
When did each building open?
Moscone North in 1981, South in 1992 and West in 2003.
What did the 2018 expansion add?
157,000 square feet, in a $551 million project.
Exhibiting at Moscone?
Send us the show and booth number. You get a union-labor briefing, a drayage estimate, and a build timeline within two business days.
Venue guides
Every venue we have a guide for
Same standard, every hall: the building, the rules, the tools and the calendar.