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Exhibitor Resources


Scroll the full page to view Important Exhibitor Planning Resources


This page is to help create a smooth planning process for all CheeseExpo exhibitors. We have compiled the following documents, tools, and services for your use. Please review these items, checking back for further details and order forms as they become available. Should you have any questions, please do not hesitate to contact WCMA Events Director, Caitlin Peirick at cpeirick@wischeesemakers.org.
 

Key Links:

Exhibitor Service Kit  Exhibitor Contract  Full Exhibitor List   Exhibit Floor Plan Map  Location and Lodging


Please Be Aware of Fraud!

CheeseExpo has been made aware of several fraudulent claims – during your planning process it is likely you will be approached with a fraudulent offer. Please be aware of the following:

  • Attendee List Fraud:  CheeseExpo does not sell attendee lists. If you receive an offer to purchase our attendee lists, it is fraudulent.
     ** If you would like to send a pre/post show email, we are offering an exhibitor email marketing program here.
  • Hotel Fraud:  CheeseExpo has not endorsed anyone to contact you directly to book your hotel room or offer you a special discounted event rate. If you receive one of these calls or emails, it is fraud. Find Official Hotel information here.
  • Company/Exhibitor Listing Update Fraud: Only Wisconsin Cheese Makers Association staff (Caitlin Peirick or Judy Keller) will contact you to update your official listing. See the below section "Exhibitor Directory Profile" for directions on updating your company exhibitor listing.

View Below Exhibitor Resources:


* Important Exhibitor Information

View the full list of exhibitor deadlines below:

 
December 5, 2023 Exhibitor Service Kit Live
January 15, 2024 Baird Center Ordering Site Opens
January 23, 2024 Deadline to Sponsor or Advertise
January 30, 2024 Early Bird Registration to Save 20% on paid registrations
February 6, 2024 Exhibitor Open House (Zoom link forthcoming) 
February 7, 2024 Update Exhibitor Directory Profile (see "Exhibitor Directory Profile" section below)
February 7, 2024 Deadline to Submit Advertisement Artwork
February 27, 2024 Early Bird Registration to Save 10% on paid registrations
March 14, 2024 Baird Center Advanced Pricing Deadline
March 14, 2024 Exhibitor Open House (Zoom link forthcoming) 
March 25, 2024 GES Order Discount Deadline
April 8, 2024 Advanced Registration Closes - all new registrations or registration edits will take place on-site after this date.
April 9, 2024 Advanced Warehouse Shipment Deadline
April 15, 2024 Targeted Exhibitor Move-In
April 16, 2024 All Exhibitor Move-In (including Hand Carry Exhibitors)
April 17, 2024 Hand Carry Exhibitor Move-in Only
April 17, 2024 Exhibit Hall Open 11:00a - 5:00p
April 18, 2024 Exhibit Hall Open 11:00a - 4:00p

 


Exhibitor Service Center: (Login Required)
- Exhibitor Booth Staff Registration - Advanced registration closes April 8, 2024
- Exhibitor Directory Profile - Deadline to update information February 9, 2024

  • Login information was sent to exhibitor main contacts and can be found within your booth confirmation message received after exhibit sign-up. Contact WCMA to get information resent.

Exhibitor Contract

Exhibitor Service Kit - GES Site


The exhibitor service kit is now live! 

Direct Link: https://ordering.ges.com/071602035

GES is serving as the Official General Service Contractor for CheeseExpo 2024. GES will handle all orders for such things as:
  • Rental orders for tables, chairs, carpet, and more.
  • Material handling and direct shipment information.
  • Labor or equipment needs.
  • Exhibitor Appointed Contractor information and requirements.
  • And more!

Baird Center, CheeseExpo's host location, will handle orders for such things as:
  • Electrical
  • Rigging
  • Sign Hanging
  • Air and Water Services
Find additional information on this order site within the exhibitor service kit with a direct link to the CheeseExpo ordering site for the Baird Center found here.


Additionally, within the exhibitor service kit and below on this Exhibitor Resource page, you will find information on additional show offerings including:
  • Exhibitor Email Blast Orders
  • Exhibitor Guess Pass Purchase Program
  • And more!


Exhibitors must register all persons working in the booth. Complimentary registration passes are included as noted below:


Complimentary Exhibits Registrations – Four free Exhibits passes will be provided for each 10 x 10 space purchased. These passes are for company staff working in the booth.

Exhibits Registrations receive access to:

  • Tuesday: Welcome Reception
  • Wednesday: Continental Breakfast, Lunch, Reception & Championship Cheese Auction
  • Thursday: WCMA Recognition Breakfast, Lunch, World Champions Reception, Afterglow Reception

 

Complimentary Full Seminars and Exhibits Registrations – Exhibiting companies will also receive one free Full Seminars and Exhibits Registration for each 10 x 10 space:

1 10 x 10 Exhibit Space – 1 Free Full Seminars and Exhibits Registration
2 10 x 10 Exhibit Spaces – 2 Free Full Seminars and Exhibits Registrations
3 10 x 10 Exhibit Spaces – 3 Free Full Seminars and Exhibits Registrations, etc.

Full Registrations receive access to:

  • Tuesday: Welcome Reception
  • Wednesday: Continental Breakfast, Educational Seminars, Lunch, Reception & Championship Cheese Auction
  • Thursday: WCMA Recognition Breakfast, Educational Seminars, Lunch, World Champions Reception, Afterglow Reception


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IMPORTANT NOTES:

  • These complementary passes are for those from your company working within your exhibit space.
  • Any additional exhibit passes for booth staff needed outside of your complementary allotments can be purchased. View discount dates and pricing here.
  • Complementary passes are included within your account - login information is noted below.
  • Advanced registration closes April 8, 2024. Any additional registrations or edits will need to take place onsite after this date.
 

Click HERE to begin the registration process - Login to the Exhibitor Service Center is required.

Login information was sent to exhibitor main contacts and can be found within your booth confirmation message received after exhibit sign-up.
Contact WCMA to get information resent.


Update your company information to be viewed by participants both online as well as printed in the CheeseExpo Official Show Program.


Click HERE to update your Exhibitor Directory Profile. Login to the Exhibitor Service Center is required.

Login information was sent to exhibitor main contacts and can be found within your booth confirmation message received after exhibit sign-up.
Contact WCMA to get information resent.


DEADLINE to update printed information: February 7, 2024
 
**Update your exhibitor profile today to be showcased within the live floor plan to help attendees plan their visit.



CheeseExpo has been made aware of several fraudulent claims.
 

Please review the below list of official vendors – check back as planning continues for others to be added.
CheeseExpo staff is happy to review the legitimacy of any outreach received, please contact us at any point with questions you may have.
 

Vendor

Service Provided

GES General Service Contractor for CheeseExpo
Baird Center Host Site (electrical, rigging, & other services found in the Exhibitor Service Kit)
Visit Milwaukee Official Lodging System (information found here)
VIP Guest Invites Custom Exhibitor Invite Logos
Event Technology Email Blast Service
CheeseExpo Exhibitors' Club CheeseExpo Guest Pass Program (Information found within the Event Marketing section of the Exhibitor Resource Page)
eShow Lead Retrieval Service


Event Information

1. What is Included with Exhibit Space Rental:

  • Drapery – 8 foot back drapes and 3 foot side drapes.
  • Booth sign listing exhibitor name.
  • Registration passes based on the number of exhibit spaces purchased (see "Booth Staff Registration above for detail).
  • Company name & description and category listing in printed CheeseExpo Official Show Program.
  • Company information as entered by exhibitor on CheeseExpo online exhibit floor plan and in mobile app.
  • Customized marketing emails, banner graphics, and more.
2. Exhibit Space Rental Does Not Include the following:
  • Carpeting in booth.
  • Electricity or other utilities.
  • Furniture (tables, chairs, etc.), plants, or decorations.
  • Admission to any official function without registration and/or appropriate fees paid.


Exhibit Hall Hours:

Wednesday, April 17 from 11:00 a.m. to 5:00 p.m.
Thursday, April 18 from 11:00 a.m. to 4:00 p.m.


Event Location: 

Baird Center
400 W Wisconsin Ave
Milwaukee, Wisconsin USA
 

Lodging:

To receive special 2024 CheeseExpo Rates, you must book through the official CheeseExpo online lodging system.  Reservations for the block will not be accepted directly through the hotels. 
  • All lodging questions can be directed to VISIT Milwaukee at housing@milwaukee.org.
  • The Housing Bureau is available from 9:00 a.m. to 4:00 p.m. Monday through Friday (CST).
  • To modify or cancel an existing reservation, refer to the “request for change” link provided at the bottom of your confirmation email. 
  • If you need your confirmation resent, contact VISIT Milwaukee at housing@milwaukee.org. Please do not contact the hotels directly unless it is after the booking cutoff date (March 29, 2024).


Please Be Aware of Fraud!

CheeseExpo has been made aware of several fraudulent claims. Please be aware of the following:
  • CheeseExpo has not endorsed anyone to contact you directly to book your hotel room or offer you a special discounted conference rate. If you receive one of these calls or emails, it is fraud.
  • CheeseExpo does not sell attendee lists. If you receive an offer to purchase our attendee lists, it is fraudulent.


View the Exhibitor Contract for a full breakdown of exhibit rules and regulations.


Key Information:

1. What is Included with Exhibit Space Rental:
  • Drapery – 8 foot back drapes and 3 foot side drapes.
  • Booth sign listing exhibitor name.
  • Registration passes based on the number of exhibit spaces purchased (see "Booth Staff Registration above for detail).
  • Company name & description and category listing in printed CheeseExpo Official Show Program.
  • Company information as entered by exhibitor on CheeseExpo online exhibit floor plan and in mobile app.
  • Customized marketing emails, banner graphics, and more.
2. Exhibit Space Rental Does Not Include the following:
  • Carpeting in booth.
  • Electricity or other utilities.
  • Furniture, plants, or decorations.
  • Admission to any official function without registration and/or appropriate fees paid.



Key Exhibit Rules and Regulations:

Equipment – Machines or equipment operated or demonstrated at any time during Exposition hours shall be placed no closer than 12 inches to an aisle. Exhibitors must agree to display their exhibits so that aisles are not obstructed for exhibit visitors and so that other exhibits are not hidden or obscured. All equipment and materials displayed and/or operated must be properly guarded in accordance with OSHA specifications.

Line of Sight – All exhibitors are entitled to a reasonable line of sight which varies by booth size. All signage and graphics above 8 feet tall must be set back a minimum of 10 feet from adjacent booths.

Noise – Public address, sound amplifying or producing devices which project excessive sound beyond an exhibitor’s booth, or excessive operating noise that disturbs neighboring exhibits, are prohibited. Exhibitors are asked to take every reasonable precaution to minimize the noise of operating exhibits. WCMA will not allow public addresses to be made on behalf of any exhibitor or attendee.

Obstruction of Aisles or Booths - Activities that result in obstruction of aisles or prevent ready access to a neighboring booth are not allowed.

Food and Beverages – All food and beverage samples must be approved by Levy Restaurants, the Baird Center’s Official Caterer. Find sampling and catering information within the Exhibitor Service Kit (available December 5, 2023).

Conflicting Events During Show Hours - The exhibitor agrees not to extend any invitations in any way whatsoever to encourage the absence of industry professionals from any part of the CheeseExpo during official CheeseExpo hours. Exhibitors are strictly and expressly prohibited from conducting any privately scheduled display of merchandise or conducting any social functions away from scheduled CheeseExpo events.

View the Exhibitor Contract for a full breakdown of exhibit rules and regulations.


View Move In/Out information online within the Exhibitor Service Kit.


Exhibitor Move-in:

Mon. Apr. 15, 2024 8:00 AM To 8:00 PM Targeted Exhibitor Move In Only (Targeted Floor Plan Coming Soon)
Tue. Apr. 16, 2024 8:00 AM To 8:00 PM All Exhibitors can move in (including Hand Carry Exhibitors)
Wed. Apr. 17, 2024 8:00 AM To 10:30 AM Hand Carry Exhibitor move in ONLY

 

Exhibitor Move-Out:

Thu. Apr. 18, 2024 4:00 PM To 11:00 PM Empty containers will be returned starting at 5:00 PM
Fri. Apr. 19, 2024 8:00 AM To 2:00 PM Truck drivers must check in by 2:00 p.m. at the Marshaling Yard



View the full CheeseExpo Schedule of Events here.


Event Marketing

Download CheeseExpo logos below:



Complementary customized exhibitor logos - find program details here.



Download Here



Download Here

 


Exhibitors’ Club Guest Pass Program 

It’s new for 2024 CheeseExpo. Bring your customers to CheeseExpo’s sold-out exhibit floor - at no cost to them! Exhibitors’ Club allows our exhibitors to purchase an exclusive passcode to distribute to your key dairy processor customers.

  • Visit CheeseExpo.org and purchase a 5-use passcode for $200 or a 10-use passcode for $400.

  • Your recipient can use the passcode for free access to Exhibits Only or $50 off a Full Registration.

  • Sign up today and WCMA will forward your passcode within two business days.

  • Your passcode purchase is nonrefundable and is for use by your processor customers, not industry suppliers.  


    Purchase the 5-use passcode here.
    Purchase the 10-use passcode here.

 

Additional Program Details: 
 
How does the Exhibitors’ Club Guest Pass Program work?

After you purchase a passcode (available in 5-use or 10-use), WCMA will send you a custom discount passcode. Invite your customers to join you at CheeseExpo, providing them with your unique passcode. During the registration process at CheeseExpo.org, your guest will use the passcode to either receive a free Exhibits Only registration or $50 off a Full Registration. 

 

Who can use my guest pass? 

The new Exhibitors’ Club Guest Pass Program is built to bring your customers to you! The passcode will function only for dairy processor registrants. [ A dairy processor is one of the following: a firm engaged in converting milk and milk components into natural dairy products; or a firm engaged in producing processed cheese types; or a firm engaged in converting cheese into other dairy products, or engaged in processing whey. A firm that markets cheese, purchases or brokers cheese, or distributes cheese as its primary business is also a dairy processor.] 

The Exhibitors’ Club Guest Pass Program is not available for supplier companies or exhibitors. Please reference “Booth Staff Registration” for information on registering your staff. 

View the below chart that outlines what registration options your dairy processor customer or prospect can use the passcode on.


How can I track who has used my code or how many remain available? 

The 2024 CheeseExpo website will have a private webpage for the Exhibitors’ Club Guest Pass Program. There, you’ll see at a glance your remaining number of uses for your passcode. Access to this webpage will be provided when you receive your passcode. For additional information, such as names of the processors who have used the passcode you offered, contact WCMA’s Events Team at events@wischeesemakers.org.

 

What if I want to purchase additional passes to add to an already purchased pack? 

Please contact Caitlin Peirick at cpeirick@wischeesemakers.org

 


Promote your business and build lasting connections with one of CheeseExpo's remaining marketing opportunities.

 

Silver Sponsorships | $6,500

Young Professionals Event Sponsor

Reach the industry's next generation with this exclusive sponsorship! Branded beverage tickets, signage, and more included.

 

World Championship Cheese Contest Silver Sponsor

Support industry excellence as a Silver Sponsor of the internationally renowned World Championship Cheese Contest. Your company logo will be displayed at the Contest, March 5-7 in Madison, Wisconsin, and at CheeseExpo.

 

Partner Sponsorships | $4,500

Wednesday & Thursday Lunch Partner

Showcase your company to thousands of industry professionals at CheeseExpo's complimentary lunches on the exhibit floor.

 

Registration Partner

Make an impact from the moment attendees walk into CheeseExpo's busy registration area! This offering features your company logo included on signage at registration and in confirmation emails two weeks before the event.

 

Floorplan Partner

Become a Floorplan Partner to highlight your company in CheeseExpo's printed floorplan guide, used by attendees as they network on our sold-out tradeshow floor.

 

Contributor Sponsorships | $1,500

CheeseExpo Contributor

Reach potential customers - and competitors - with an affordable Contributor sponsorship, which highlights your logo in print and online.

 

World Championship Cheese Contest Contributor

Support industry excellence as a Contributor Sponsor of the internationally renowned World Championship Cheese Contest. Your company logo will be displayed at the Contest, March 5-7 in Madison, Wisconsin, and at CheeseExpo.

Have questions or would like to review available opportunities? Contact WCMA's Caitlin Peirick.


Get your complementary customized event logos through CheeseExpo's VIP Guest Invites Program.

Find more information on the program here.

 


Event Technologies is the official vendor of email services for CheeseExpo.

CheeseExpo is again partnering with Event Technologies to offer exhibitors the opportunity to reach out to registered attendees before, during, and after CheeseExpo with a purchasable eblast. Find full program details here and below.
 
  • Email lists within this program include attendees from the past three WCMA events including 2024 CheeseExpo.
  • Email lists do NOT contain those from exhibiting companies.
  • Note this program does not provide exhibitors with a list of email addresses. WCMA nor CheeseExpo provide email addresses in any lists at any time.
 
View additional program information here.

View the official ordering site here.

Questions?
Event Technologies
support@event-techs.com


eShow is the official vendor of Lead Retrieval services for CheeseExpo.


Information Document with Pricing
Online Ordering Site

Take advantage of advanced pricing discounts through March 22, 2024.


Training Materials


Mark your calendars for our Exhibitor Open Houses 1:00 - 2:00 pm CST:

February 6, 2024
March 14, 2024

What to know:
* Informal Zoom meeting to answer any questions you may have on CheeseExpo - no formal presentation will be made.
* Stop by just to ask your question or stay for the full hour.
* Zoom meeting details will be sent via email to exhibitor main contacts prior to the Open House date.