How to Become a Vendor at C2E2: The Complete Small Business Guide

Quick Summary

Thinking about becoming a vendor at C2E2?
We first exhibited in 2025 and are returning for C2E2 2026 (March 27–29). This guide covers everything we learned — plus what's changed for this year. From booth setup to budgeting, staffing, and what really happens on the show floor, here’s your inside look at vending at one of the biggest pop culture expos in the U.S.

In this guide, you’ll learn:

When we first applied in 2025, we submitted our vendor application in February and were approved within weeks. For 2026, we rebooked before the previous show ended to lock in our spot. The booth payment is split into installments — we received our first invoice in August 2025 (70% of the contract), with the remaining balance due closer to the event. Electricity and other services are ordered separately through Freeman, the official event vendor.

• Booth type – Were we applying for an Artist Alley or Retailer/Exhibitor Booth?

• Product category – What types of products do we carry?

• Manufacturing vs. resale – Do we resell or manufacture our items?

• Licensing – Are our products officially licensed?

• Experience – What other shows have we exhibited at?

• Business history – How long have we been in business?

• Website & social links – Where can they learn more about us?

• Booth photos & contact info – Visuals + basic business details

About a week later, we were connected with the account director for food & beverage vendors , who was incredibly helpful and responsive. Because we sell packaged coffee , we needed special approval from McCormick Place . Once we were cleared, we signed the agreement and submitted payment immediately (since we were applying past the standard deadline).

We had a 10x10 corner booth— highly recommended for any food or sampling-based business. Being on a corner allowed us to serve from two sides and manage foot traffic more smoothly (though it was still intense!). Our booth came with a basic pipe-and-drape setup and 5 exhibitor badges.

We’d consider a 10x20 booth in the future. There was so much foot traffic that we were tripping over each other trying to keep the sampling flow smooth.

If you're planning your own booth, here’s a quick breakdown of C2E2’s typical booth sizes and how many exhibitor badges each includes:

For official display specs, shipping forms, and full booth regulations, check the C2E2 Exhibitor Manual . It’s comprehensive—but below, we’ve included what actually mattered most during our first year vending.

Electricity was not included and cost us an additional $500. WiFi was complimentary in 2025, but we recommend confirming with the exhibitor team each year — it can vary.

Note: Parking is also not included. Morning traffic is a nightmare, so make sure your entire team is on-site and ready well before show open (10 AM). Show hours were:

• Friday & Saturday: 10:00 AM – 7:00 PM

• Sunday: 10:00 AM – 5:00 PM(These hours were the same for both 2025 and 2026.)

Sampling Restrictions & Alcohol Rules

If you’re planning to sample alcohol, you’ll need an additional permit and pay a $500/day non-refundable fee to OVG. Alcohol must also be:

• Dispensed by a licensed bartender

• In sealed or disposable containers

• Monitored under Illinois liquor laws

Since we were offering sealed, non-alcoholic samples , we didn’t require this—but it’s important to understand the distinction early on.

Onsite Setup Tips for Sampling Vendors

Once approved, we were expected to:

• Keep servings bite-size (not exceeding 2 oz.)

• Use sealed or pre-packaged containers (no glass, bottles, or open pours)

• Comply with health and sanitation guidelines (especially for COVID-era rules)

• Provide our own waste solution —though trash bins were nearby and emptied frequently

What We’d Do Differently

• Bring anti-fatigue mats

• Rotate footwear

• Pack easy snacks + water—you won’t have time to leave the booth

Booth Staffing Limits

In our first year, we had three team members working each day, which was the maximum our 10x10 booth could reasonably support . Any more, and we’d have been bumping elbows—but traffic-wise, we easily could’ve used more hands to keep up with demand.

Must-Know Vendor Survival Tips

• Bring your own snacks and water. Leaving the booth was nearly impossible, especially during peak traffic hours.

• Use USB battery packs for phones, POS devices, and tablets. Electricity is not included by default, and outlets can be limited.

• Know how to hotspot from your phone. If your WiFi or Square reader fails, having a mobile backup can save your sales.

• Find the nearest bathroom during load-in. You don’t want to be figuring this out when the floor’s already packed.

• Media packages are optional. We didn’t opt into one this year, but may test it in the future to see if it increases visibility.

C2E2 attendees were incredible. We met people from the East Coast, West Coast, and everywhere in between. The most common question we got? "Where are you based out of?"

Once we offered samples, any barrier disappeared. It didn’t matter what fandom someone belonged to or what costume they wore—coffee brought everyone together.

While we’re not sharing exact staffing costs, here’s a rough breakdown of what a small business might expect to spend at C2E2:

• Booth Fee: $2,750

• Signage & Displays: Several hundred dollars

• Electricity: $500 (not included in booth price)

• Parking: Around $18–$40 per day , depending on lot and whether you prepay

Time is also a major investment. The week before the event, we were roasting, packing, and fulfilling both wholesale and online orders while preparing for the show.

That said? It was absolutely worth it.
Nearly every customer who visited our booth was brand new to us, and we saw a significant increase in email signups, product awareness, and brand visibility —especially from attendees who had never heard of us before.

Bonus Tip: If you rebook your booth before the show ends, you may qualify for a discount on next year’s spot —a great incentive if you’re already thinking ahead.

Parking at C2E2 (McCormick Place)

Parking is not included with your booth, and it’s something you’ll want to plan ahead for—especially if you or your team are commuting each day.

There are three main lots at McCormick Place: Lot A, Lot B, and Lot C.

• Lot A and Lot C were priced at $27 for up to 16 hours, or $40 for 16–24 hours

• Lot B offered a flat rate of $18 per day

• Prepaid parking is available for $40/day, and guarantees a space even if the lot fills up

• No in-and-out privileges are allowed—unless you purchase prepaid parking online in advance

• And yes, lost tickets will cost you the full $40 per day

C2E2 2026 takes place March 27–29 at McCormick Place — the 16th year of the event. Last year drew over 85,000 attendees, and 2026 is shaping up to be even bigger. A few things worth noting if you're planning to vend or attend this year:

Will Call has moved. For 2026, Will Call is now on Level 3 in the North Hall (near security and the queue hall). This is a change from previous years, so update your team and your attendee-facing directions accordingly.

Celebrity draw is strong this year. Stars from "Chicago Fire," "Chicago P.D.," and "Chicago Med" are doing a live "One Chicago Podcast" taping at the event. That means even more foot traffic than usual — plan your staffing accordingly.

We're returning to Booth #819 — same corner spot that worked so well last year. If you're attending C2E2 2026 and want to try some of the best air roasted coffee on the show floor, come find us. Free samples all weekend.

Want to know what we're bringing to the booth? Check out our post on the best coffee at C2E2

Absolutely — we thought so after year one, and we're back for 2026.

C2E2 is a high-investment, high-reward experience. You need to:

• Know your margins

• Understand your audience

• Have a clear system for sampling, sales, and fulfillment

If you can pull it off, it’s more than just a weekend—it's a chance to put your brand in front of thousands of new customers, build awareness, and connect with people who genuinely love what you do.

Learn more about our story and how we became coffee roasters.

Whether you’re applying for the first time or planning your return, we hope this guide helps you prepare with confidence.

Fun Fact: We were featured in Stack Up's Top 6 Exhibitors of C2E2 2025 — and we're bringing even more energy to the 2026 show floor.
Read Stack Up’s Top Exhibitors at C2E2 2025 article

With over 2,000 five-star reviews and a Top 6 Exhibitor feature from Stack Up, we're proof that small-batch coffee belongs on the convention floor.