The ship to the WAREHOUSE by May 10th Use this label:

To ship to SHOW SITE - after May 11th - CAN NOT ARRIVE BEFORE MAY 17

If you have left over show items that you do not want to ship.  Please visit the link below to make arrangements to donate your items.


MSA FORWARD is taking place at the Colorado Convention Center, located at 700 14th Street, Denver, CO.

All education sessions, ticketed workshops, and the Expo Hall are located in the convention center. Room numbers for all events can be found online, on the app, and in the printed on-site guide.

There will be multiple educational excursions available around the Denver area. Participants will be able to choose from a full day excursion visiting 2 museums OR two half day excursions visiting 2 museums in the morning and/or 2 museums in the afternoon on Wednesday, May 17. A full day excursion is also TBD for Sunday, May 20.

The MSA NEXT Party on Wednesday night for those who identify as a young or new professional will take place off site with more information to come soon.  Other networking opportunities (the MSA Friday Night Party, MSA Awards and Happy Hour Closing & Silent Auction) take place at the Colorado Convention Center.

Print or View the show Quick Facts from FREEMAN here: FACT SHEET




CLICK HERE to order Food & Beverages for Your Booth


Wednesday, March 2
Deadline to reserve advertising space in the Museum Store Association Conference & Expo Onsite Guide

Monday, March 13
Deadline for submitting logos and artwork for advertising and sponsorships

Monday, March 20
Deadline to cancel exhibit booth space and receive refund, if booth is resold

Friday, April 14
Deadline to submit Exhibitor Appointed Contractor Work Authorization form

Sunday, April 16
Deadline to submit Certificate of Insurance

Monday, April 17
Freeman warehouse begins accepting exhibitor shipments

Wednesday, April 19
Deadline to submit Freeman equipment orders to receive discounted rates

Friday, April 21
Deadline to submit electrical service orders for preshow discounted rates

Monday, May 1
Deadline to mail auction items - Must be received by May 12 
Deadline to mail tote bag items - Must be received by May 12

Tuesday, May 2
Deadline to submit lead retrieval order to eShow

Wednesday, May 10
Last day to ship to Freeman warehouse without a late fee

Friday, May 12
Deadline to register booth staff

Wednesday, May 17, 8 am
First day Freeman will accept shipments at the Colorado Convention Center

Wednesday, May 17–Thursday, May 18, 8:00 am–6 pm
Exhibitor move-in


A Certificate of insurance is required for the show for all vendors. The COI can be addressed to:
The Colorado Convention Center
700 14th St
Denver, CO 80202 
Museum Store Association
PO BOX 3861
Greenwood Village, CO 80165
Forms can be mailed to MSA at the same address OR or emailed to:
Please use "MSA FORWARD COI and your company name" in your email subject line.

Some items (Electric, water, internet) will need to be ordered directly from the Colorado Convention center.

Click HERE for a standard electrical order.
This FORM will help you calculate electrical usage needed. 
Click HERE to order services online from CCC.
Instructions for online ordering can be found HERE.

  • One (1) full conference registration for staff, (plus one additional registration for booths larger than 50 sq ft). Additional full conference registrations for booth staff are available for $215 each.
  • An 8’ high black back and side drape (side drapes are not provided for end cap booths)
  • ID sign

  • Company profile listing in the expo mobile app

  • Recognition in the program book

  • Listing on the event website linked to company URL

  • Pre and post expo attendee list

  • Exhibitor ribbons for staff


  • Breakfast on Thursday (during Opening Session & Welcome)
  • Lunch on Thursday (MSA Membership Meeting & Luncheon)
  • Breakfast on Friday (during General Session & Grab-and-Sit Breakfast)
  • Grab-and-go Lunches in the Expo Hall on Friday and Saturday (lunch tickets required and included in your MSA registration) – If you forgot to reserve your lunch tickets during reservation, you can print them out at the MSA Registration Desk.

Food and drink included at MSA networking parties:

  • MSA Friday Night Party (Friday at 6:30 pm) plus one drink ticket 
  • Happy Hour & Silent Auction (Saturday at 5 pm) 
  • MSA NEXT Party for young professionals and industry newcomers (Wednesday at 7 pm) plus one drink ticket

Need an idea to attract attendees? We have the solution - FOOD! Everyone loves a snack.  Pick from the convention center menu and have items available right in your booth. 

We especially recommend this during the Closing Happy Hour! 
Access the menu
HERE and order directly with Centerplate, the convention center exculsive caterer.  


Registered booth personnel can attend all non-ticketed education sessions and all MSA networking events and parties. Tickets to the educational excursions have an additional fee, and can be purchased at the MSA Registration Desk.

Vendor move-in in the Expo Hall takes place:
Wednesday, May 17, 8:00 am - 6:00 pm
Thursday, May 18, 8:00 am - 6:00 pm

The Expo Hall is open:
Friday, May 19, 10:30 am-5 pm
Saturday, May 20, 9:00 am-5:30 pm.

Vendor teardown/move out takes place:
Saturday, May 20, 5:30 pm - 9:30 pm
Sunday, May 21, 8:00 am - 2:00 pm.

Freeman is coordinating all booths and exhibits; please direct any questions to a Freeman service rep. Onsite - the Freeman Service Desk will be located in the back of the Expo Hall.

Please note that power/electric and telephone/internet is managed through the Colorado Convention Center.

(Either the Product Gallery Display or the Buyer’s Choice Awards Finalist Display). Where do I bring it?

Please bring your product to the MSA HUB during Expo Hall move-in hours (May 17 and 18, 8:00 am - 6:00 pm both days), along with any display materials you need (no signage or marketing materials allowed in the display). Your display area will be marked off and labeled with your company name.

You are responsible for removing your items during the closing happy hour on Saturday from 4:30-5:30 pm. MSA will not be held responsible for items.


These two events are being held in the same convention center, and registered attendees of either conference are welcome to visit both MSA and AAM booths in the shared Expo Hall space. MSA FORWARD registered attendees may also attend the AAM General Session and keynote presentations at no added cost.