What is Booth Frontage?

Understanding trade show booth frontage and its importance.

Booth frontage refers to the visible front area of a trade show booth, measured by its width along the main aisle. For example, a 10 x 20 ft. booth has a frontage of 20 feet across, with a 10-foot depth. In contrast, a 10 x 10 ft. booth’s frontage matches its depth.

Booth frontage plays a significant role in the visibility of your brand and product offerings at a trade show, impacting visitor engagement and foot traffic.

Booth frontage and booth rental costs explained.

There is no real booth frontage cost, per se. It is included in the cost an exhibitor pays for the booth area or bare booth space. When you choose to exhibit at a show and pay the booth space rental fee, you are paying for the physical area on the show floor, for example, 10 x0 ft., 10 x 20 ft., or more, in which your booth structure will eventually stand. The booth frontage and depth (or side dimensions) are calculated to determine the price.

Maximizing value with booth frontage at trade shows.

The rental cost for a 10 x 10 ft. booth space will vary from show to show (and can even vary within an individual show) based on various factors including things like:

• the show’s location (major city vs. rural town), size of the event, and it’s popularity).

• the booth location within the exhibit hall (if you choose a 10 x 10 ft. corner booth vs. a standard linear booth, or select a premium location vs. a standard location).

• if you choose a turnkey booth package with the booth structure rental included or if you purchase a sponsorship package which may include additional booth services as well as marketing resources.

• the duration of the show (one day vs. a multi-day show).

Tips for maximizing booth frontage visibility.

To make the most of your booth frontage, focus on design elements that catch attendees' attention. Use large, bold signage and displays positioned to face main aisles. Incorporate interactive elements or multimedia that encourage attendees to stop and engage with your exhibit. By making your booth frontage visually appealing, you can capture interest from passersby and draw them into a conversation.

Navigating the booth frontage map for optimal exhibit selection

A booth frontage map, or exhibitor floor plan, is a scaled layout of the entire exhibit hall. As a potential exhibitor, you will be given the floor plan before you make your booth selection so you have better insight into the size of the hall, entrances and exits, food concessions, main aisles, flow of visitor traffic, numbers and locations of inline booths, corner booths, peninsula and island booths.

Here is an example of a type of booth frontage map that I created for my book, Trade Show 411: The Essential Guide to Exhibiting Like a Pro, so you have a better idea of how booths are generally laid out.

Don’t discard the frontage map or floor plan you receive from the show’s sales department after you have selected your booth size and location. It will come in handy throughout the event planning process as you build a custom booth, understand your proximity to your competitors, most efficiently navigate the exhibit hall and conference rooms, and plan and execute your marketing strategy.