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

Quick Summary

Thinking about becoming a vendor at C2E2?
We pulled it off in just one month—and this guide covers everything we wish we’d known before applying. 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: 

This C2E2 vendor guide walks you through everything from setup to sales—so you can prep like a pro.

We submitted our C2E2 vendor application on February 16 and received follow-up questions the very next day. Their team asked us to clarify a few things before moving forward:

• 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).

✅ Pro Tip: Apply early if you want better booth selection. But even late in the game, it’s still worth applying—communication was fast and professional the entire way.

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:

Need more badges than the included number? Additional exhibitor badges were available for $150 each at the registration desk in 2025.

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 this year, but we recommend checking that for each event—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

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

✅ Pro Tip: You may be required to show proof of $1,000,000 liability insurance , especially for consumables. If you plan to cook, store, or refrigerate anything onsite, expect to coordinate with SAVOR for kitchen or cold storage—and factor in extra fees.

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

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.

✅ Pro Tip: Make sure your team knows how to move fluidly around your booth and has clear roles—especially during rushes.

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

✅ Pro Tip: Morning traffic is rough—especially Friday and Saturday. Make sure your entire team arrives early and parks before the show opens at 10:00 AM.

Absolutely—if you’re ready.

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.

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!
Read Stack Up’s Top Exhibitors at C2E2 2025 article