How Much Does a 10x10, 10x20 or 20x20 Trade Show Booth Cost?

The most common question brands ask before their first trade show is some version of: “How much is this going to cost?” And the honest answer depends almost entirely on one thing—booth size.

Your booth footprint determines not just the space rental, but cascades into every other cost: a bigger booth needs more structure, more shipping weight, more labor, more electrical, and often more staff. Understanding the realistic all-in cost at each size helps you choose the right footprint for your budget.

Here’s what to actually expect at every common booth size.

Before the Numbers: Total Cost vs. Space Rental

A critical distinction that trips up first-time exhibitors: the cost of your booth space is not the cost of your booth program.

Space rental—what you pay the show organizer for your floor footprint—is typically only 20-30% of your total investment. The remaining 70-80% covers everything else: booth construction or rental, shipping, labor, show services, travel, marketing materials, and more.

When someone says “our 10x10 booth costs $5,000,” they usually mean the space rental. The actual all-in cost is likely $15,000-$40,000. Every number in this article represents the total all-in cost for a single show, not just the space.

10x10 Booth: $15,000-$40,000 Total

The 10x10 (100 square feet) is the standard starting point. It’s a single inline space, typically with a back wall and neighbors on both sides. Most shows set this as the minimum booth size.

What $15,000 Gets You

At the lower end, you’re looking at:

• Space rental at a mid-tier show ($2,000-$4,000)
• A professional pop-up display or portable system ($2,000-$5,000)
• Basic shipping and drayage ($1,500-$2,500)
• Minimal labor—you might set this up yourself ($0-$500)
• Basic electrical and show services ($800-$1,500)
• Travel for 1-2 people ($2,000-$5,000)
• Printed materials and collateral ($500-$1,000)

This is a clean, professional presence. It won’t turn heads from across the hall, but it gets the job done for brands testing a show or working with limited budgets.

What $30,000-$40,000 Gets You

At the higher end for a 10x10:

• Space at a major national show ($5,000-$8,000)
• A custom modular or hardwall booth with quality graphics ($8,000-$15,000)
• Professional shipping and drayage ($2,000-$3,000)
• I&D labor for a more complex setup ($500-$1,500)
• Full show services including internet and a monitor ($2,000-$3,500)
• Travel for 2 staff in an expensive city ($5,000-$8,000)
• Pre-show marketing and better collateral ($1,500-$3,000)

This is a strong 10x10 that competes well in its row. You have quality materials, good lighting, a monitor for content, and a polished look.

10x10 Reality Check

A 10x10 is small. Two people standing in the space with a visitor makes it feel crowded. There’s room for a counter and a monitor, but not much else. You can’t hold private conversations or seat visitors comfortably. For lead generation at a busy show, this is your minimum viable presence.

10x20 Booth: $30,000-$75,000 Total

The 10x20 (200 square feet) doubles your space and is often the sweet spot for mid-sized brands. You get meaningfully more room without jumping to the cost and complexity of an island booth.

Cost Breakdown

Line Item	Low End	High End
Space rental	$4,000	$15,000
Booth structure	$8,000	$30,000
Shipping & drayage	$2,500	$5,000
I&D labor	$1,500	$4,000
Show services	$2,000	$4,500
Travel (2-3 staff)	$4,000	$10,000
Marketing & collateral	$1,500	$3,500
Contingency (10%)	$2,350	$7,200
Total	$25,850	$79,200

What a 10x20 Allows

The extra space changes what you can do:

• Small meeting area: A counter with stools or a semi-private space with chairs
• Better product display: Room for product shelves, demo stations, or a small showcase
• Traffic flow: Visitors can step inside the booth without blocking the aisle
• Visual impact: Taller back walls and more graphic real estate for storytelling

A 10x20 is often configured as a long rectangle (10 feet of aisle frontage, 20 feet deep) or sometimes as 20 feet wide and 10 feet deep. The wider configuration gives you more aisle presence and is generally preferred when available.

10x20 Value Proposition

Here’s why the 10x20 is often the best value: you double your space but your fixed costs (travel, basic services, marketing) don’t double. Total cost increases by roughly 60-80% over a 10x10, but your usable space and visual impact increase by 100%. For brands that can afford it, the step up from 10x10 to 10x20 offers the best marginal return.

20x20 Booth: $50,000-$150,000 Total

At 400 square feet, the 20x20 moves you into serious trade show territory. This is typically the smallest island booth size (open on all four sides), though it can also be configured as a large inline or peninsula space.

Cost Breakdown

Line Item	Low End	High End
Space rental	$10,000	$30,000
Booth structure	$20,000	$60,000
Shipping & drayage	$4,000	$10,000
I&D labor	$4,000	$12,000
Show services	$3,500	$8,000
Travel (3-5 staff)	$6,000	$15,000
Marketing & collateral	$2,500	$5,000
Contingency (10%)	$5,000	$14,000
Total	$55,000	$154,000

The Island Booth Premium

If your 20x20 is an island (open on all four sides), expect to pay a premium on several line items:

• Space rental: Island space typically costs 10-20% more per square foot than inline
• Booth structure: You need finished walls or visuals on all four sides, not just one or two
• Electrical: Running power to an island location costs more
• Hanging sign: Most island booths include a hanging structure, which requires rigging ($2,000-$5,000+)

The tradeoff: island booths get dramatically more foot traffic because visitors can approach from any direction. For many brands, the increased engagement justifies the premium.

What You Can Do at 20x20

This size accommodates:

• A full meeting room or lounge area
• Multiple product display zones
• Large-format monitors or a small LED wall
• Live demonstrations with a small audience
• Storage closet built into the booth structure
• 3-5 staff working comfortably without crowding

Large Island Booths: $100,000-$500,000+

Booths sized 30x30 (900 sq ft), 30x40 (1,200 sq ft), 40x40 (1,600 sq ft), and larger enter a different category entirely. These are significant corporate investments that often include:

• Custom architecture and multi-level structures
• LED walls and professional lighting
• Private meeting rooms and hospitality areas
• Product demonstration theaters
• Professional audio systems
• Dedicated on-site staff including technicians

A 30x30 custom island at a major industry show typically runs $150,000-$300,000 all-in. A 40x40 or larger can reach $300,000-$500,000+. Some Fortune 500 exhibitors spend well over $1 million per show when factoring in hospitality and entertainment.

At this scale, the booth is designed by a specialized exhibit house, managed by a dedicated project team, and the budget includes professional supervision for every phase of installation and operation.

How Booth Type Affects Cost at Every Size

The type of booth you choose at any given size dramatically changes the cost. Here’s how the three main categories compare:

Pop-Up / Portable

• Lightweight, fabric-based, sets up in minutes
• Lowest cost: typically $2,000-$8,000 for the structure
• Best for 10x10 and small 10x20 spaces
• Limited visual impact but professional appearance

Modular / System

• Configurable panels, reusable across shows, reconfigurable for different spaces
• Mid-range cost: $8,000-$40,000 for the structure
• Works well for 10x10 through 20x20
• Good balance of visual impact and flexibility
• Lower shipping weight than custom

Custom

• Built from scratch to your exact specifications
• Highest cost: $25,000-$200,000+ for the structure
• Typically 20x20 and above
• Maximum visual impact and brand expression
• Heaviest, most expensive to ship and install

The decision between these types affects far more than just the purchase price. A custom booth that weighs 4,000 pounds costs dramatically more to ship and install than a modular booth that weighs 1,500 pounds in the same footprint. Over multiple shows, the ongoing cost difference can exceed the initial price difference.

For a detailed comparison of buying vs. renting your booth structure, read Renting vs. Owning a Trade Show Booth.

Choosing the Right Size for Your Budget

Start with your total available budget, not the space size you want. Work backward:

1. Set your total budget for the show (all costs included)
2. Subtract fixed costs you can estimate: travel, marketing, basic services
3. What’s left tells you what you can spend on space, booth, shipping, and labor
4. Match that to a size using the ranges above

If your total budget is $25,000, a 10x10 is your realistic option. At $50,000-$75,000, you can do a strong 10x20 or a moderate 20x20. Above $100,000, you’re in 20x20+ territory with room for quality execution.

Don’t stretch to a larger booth at the expense of quality. A well-executed 10x20 makes a better impression than a cheap-looking 20x20.

For more guidance on how much to invest in your booth and how booth costs fit into the total picture, explore those resources. Or use our trade show cost calculator to model different scenarios based on your specific situation.