In short
Security buyers at RSAC are sceptical and short of time, so booths that work show the product on real screens in short, repeated demos, give one clear message about the problem solved, and move serious visitors to a quieter table for a technical conversation. Start a custom booth about 6–9 months ahead and confirm dates, height limits and rules in the exhibitor manual.
Key points
- Where and when: San Francisco, annual, in spring.
- The audience is mostly cisos.
- Demo stations with large, readable screens and stools.
- A theatre or screen for short scheduled talks.
- Plan a custom booth about 6–9 months before the show.
RSAC Conference for exhibitors
RSAC Conference fills the Moscone Center expo halls with security vendors of every size. Many products look similar on a banner; differentiation comes from demos, analysts and conversation.
| RSAC Conference | |
|---|---|
| City | San Francisco |
| Venue | Moscone Center |
| Sector | Cybersecurity |
| Cycle | Annual, in spring |
| Main stand activity | Demonstrations |
| Custom stand lead time | 6–9 months |
Who you are designing for
CISOs, security architects, analysts, SOC teams and channel partners.
What matters most on a RSAC Conference booth:
- Demo stations with large, readable screens and stools.
- A theatre or screen for short scheduled talks.
- One clear problem-solution message on the main wall.
- Lead capture integrated with demos rather than at a separate desk.
Layouts for demonstrations, by stand type
Most RSAC Conference exhibitors build around demonstrations. How that works depends on how many sides of your plot are open. If you are unsure which type you have, see exhibition stand types.
| Stand type | Open sides | What works |
|---|---|---|
| Row (inline) | 1 | One demo point at the front edge with a screen behind it and a counter to one side; visitors watch from the aisle and step in. |
| Corner | 2 | A demo facing each aisle, with the tallest brand element at the closed corner so it reads from both approaches. |
| Peninsula | 3 | Demo pods on the three open sides, a small meeting table against the back wall for follow-up conversations. |
| Island | 4 | A hero product or small stage at the centre, demo pods on each face, and a closed core for storage and a meeting room. |
Stand ideas for RSAC Conference
- Three demo stations each covering one use case.
- A plain-language problem statement on the main wall.
- A ten-minute theatre slot every half hour.
Planning, approvals and logistics
San Francisco labour and union rules apply to much installation work. Hall internet is expensive; plan wired connections for demos or run them locally.
Allow about 6–9 months for a custom booth. The exhibitor manual sets height limits, open-side rules and service deadlines; see venue approval and technical drawings.
Mistakes we see at RSAC Conference
- Buzzword graphics that look like every other security vendor.
- Demos dependent on hall Wi-Fi.
Try your RSAC Conference layout in 3D
ExhibitionBase Studio turns your plot size, open sides and a brief about demonstrations into an editable 3D booth for 5 credits, renders it and exports a plan for your builder. New workspaces get 5 free credits.
Frequently asked questions
01How do I stand out among security vendors?
Say what you do in plain words on the main wall, show it live and let visitors try it. See [cybersecurity booth design](/guides/cybersecurity-booth-design).
02Should I use a theatre at RSAC?
If you can staff it with strong presenters, short scheduled talks draw crowds. Keep them under 15 minutes.
03How early should I start designing a RSAC Conference booth?
For a custom booth, about 6–9 months ahead: long enough for design, organiser approval, production and shipping. Shell scheme booths can be planned in weeks.
04Can I reuse my RSAC Conference booth at other shows?
Often, if it is modular. Design the core (walls, counters, demonstrations area) to work on several plot sizes, and swap graphics per show. See [modular vs custom stands](/guides/modular-vs-custom-exhibition-stands).
Put it into practice
From a client brief to a 3D stand concept in minutes
An editable 3D exhibition stand concept from a written brief and the brand's website, at your exact size.
Guidance here reflects common practice. Venues, organisers and countries set their own rules: always check the exhibitor manual and work with a qualified stand builder and engineer for structures.
