The rental-vs-custom decision is one of the biggest trade show investments you'll make. Here's how to think about it — by the numbers.
The Break-Even Math
A 10x20 rental booth costs $16,000-$24,000 per show. A 10x20 custom booth costs $35,000-$70,000 to build plus $3,000-$5,000 per show for storage, maintenance, and I&D.
If you exhibit 3+ times per year, custom pays for itself within 2 years. If you exhibit once, rental is almost always the right call.
When to Rent
- You exhibit once or twice a year
- Your booth size changes show-to-show
- You want a fresh design every season
- You're testing a new market
When to Go Custom
- You exhibit 3+ times per year at the same footprint
- You need unique architectural elements (double-deck, hanging signs, LED walls)
- Your brand identity requires custom finishes and materials
- You want full control over the design and reconfiguration
The Hybrid Option
Many AMG clients start with rental, then transition to a custom-modular system that can scale between 10x20 and 20x20 footprints. This gives you the flexibility of rental with the branding consistency of custom.
Discuss your show calendar with an AMG strategist to map the most cost-effective path.