Review IRE Expo Exhibitor GuidelinesGetting ready for the International Roofing Expo 2027? The next IRE Expo is scheduled for February 16-18, at the Las Vegas Convention Center (West Hall) in Las Vegas, Nevada, making now an important time to start planning for the show and learning from last year. 2027’s event will feature 225,000+ square feet of exhibit space, 700+ brands, current specialty pavilions, and 15,000+ industry professionals.
The International Roofing Expo (IRE) brings together roofing and exteriors contractors, remodelers, builders, distributors, suppliers, manufacturers, and other industry professionals to discover products, participate in hands-on education, network, and grow their businesses. As a comprehensive trade show services provider, Cardinal Expo has had the chance to design, build, and manage client exhibits at this event for several years—we’re looking ahead to another successful IRE in 2027.
Whether you’re planning your first IRE exhibit or building on your experience from previous shows, take a look at our expert insights from the event below.
Table of Contents
- Preparing for the International Roofing Expo 2027
- International Roofing Expo Trends to Keep in Mind for 2027
- Bring Your Best to the International Roofing Expo 2027
Preparing for the International Roofing Expo 2027
Creating the perfect roofing trade show booth, getting promotional materials, developing a marketing plan, and keeping track of important paperwork and deadlines all takes careful planning to pull off successfully. Get started today with these tried-and-true tips for the IRE Expo.
Review IRE Expo Exhibitor Guidelines
All expos have their own guidelines for exhibitors about what kinds of booths they are allowed to have. In the construction industry, exhibitors often want to bring in large demonstration materials, as well as tools that could be dangerous if not handled carefully.
Reviewing what the International Roofing Expo 2027 allows and does not allow will ensure that you run into no issues later on:
- The official 2027 floor plan is available through IRE’s exhibitor resources, so review your available locations and neighboring exhibitors before finalizing your booth design.
- The 2027 show floor includes specialty areas for the Metal Marketplace, Business & Technology Pavilion, Exteriors Pavilion, and First-Look, giving exhibitors opportunities to position their brands alongside related products and solutions.
- When in doubt, contact IRE’s sales team to make sure that whatever you have in mind will work at their event.
Consider Product Presentations and Demos
Many roofing and construction exhibitors are looking to showcase products that need either a considerable amount of space or an area for demonstrations. Keep this in mind when choosing a booth size and layout for the 2027 International Roofing Expo.
You may want to opt for a 20×20 booth, double decker, or custom larger booth if you require extra space. IRE also emphasizes hands-on product demonstrations and building clinics, so exhibitors should consider how their booth can complement the practical, product-focused experience attendees expect from the show.
If you’ll be displaying products—especially wood, metal, insulation, fabric, or other materials—be sure to build in space for visitors to look at and feel product samples. Island displays can allow visitors to approach your products from all sides.
Ensure that the presentation of your products and services is engaging and even interactive to keep visitors as interested as possible. If you offer roofing services, consider using touchscreen displays to allow visitors to explore 3-D models or playing videos that show your services in action.
Organize Your Budget
The first step to planning your visit to the International Roofing Expo 2027 is to get your budget in order. Having an optimized budget can allow you to make your exhibiting more efficient, and can greatly increase the amount of things you’re able to include in your organization’s experience at the expo without running significantly over or under budget.
As a starting point, exhibitors can outline their budgets to balance roughly as follows:
- Exhibiting space: 10% of budget
- Staffing and travel: 25% of budget
- Exhibit design: 40% of budget
- Show services and premiums: 25% of budget
Knowing even the rough outline of your budget in advance of your trade show planning can make a world of difference in the potential of your organization’s experience at the show.
For more tips on planning your trade show experience on a budget, check out our blog post on the subject or use our budget template. Using your budget efficiently is what’s going to allow you and your team to perform your best at the upcoming IRE Expo, and will allow you to make connections and improve your business.
Decide on a Space
Exhibit space will fill up the longer you wait, so once you know the booth size and layout that will work best for you at the International Roofing Expo, you’ll want to reserve your space. The 2025 IRE, for example, had a sold-out exhibit hall, so don’t wait too long or there may not be booth space left. You can also receive discounts if you’re an NRCA member or if you sign up early enough. IRE is currently promoting 2027 booth applications and its 2027 floor plan, so exhibitors should begin the process early if booth location is important to their strategy.
The current IRE exhibitor information lists 2027 booth rates by booth size, with different rates for NRCA members and non-members. Rates currently listed apply after January 23, 2026. Take a look at the floor plan, contract, rates, and dates on the IRE website.
Share Promotional Materials and Information
The way in which you present your company’s materials and information is an important aspect of your booth presentation. Having variety in your verbal and written materials can keep attendees interested while giving them the necessary information in different ways.
Larger presentations of information on posters and other displays can help grab visitors’ attention, while having handouts is a good way to allow visitors to take information with them on the go.
If your staff give any presentations or demonstrations, make sure they’re not repeating the same information in the same way it’s shared on your posters, displays, or handouts. Sharing the same information in multiple formats can help it sink in for visitors, but not if it sounds stale or repetitive.
Market Your Roofing Trade Show Booth
Making sure that your new and returning customers know about the expo you are attending is vital to a successful exhibition. There are various ways in which you can market your booth at the International Roofing Expo 2027 and ensure you have attendees coming to see your display and presentation:
- Giving specific customers invitations to the event can be a way to personalize your marketing approach and invite the customers you feel will be of most interest to your company. You can also give prospects a specific reason to visit by promoting a product demonstration, presentation, giveaway, meeting opportunity, or other booth activity in advance. In the past, the International Roofing Expo has even allowed exhibitors to offer their customers free expo-only admission or 10% off a conference package. Ask their sales team for details.
- Sending out an email blast with a direct link for individuals to register is a great way to reach a large number of potential customers. Within the email, you can include a brochure or fact sheet with your booth number, the floor plan, the products or services you’ll be promoting, and information about any special offers, announcements, or presentations you’ll be giving.
- Sharing on social media can be a great way to inform your audience while connecting with others interested in the International Roofing Expo. Tag IRE Expo’s account when appropriate and use the event’s current hashtags and promotional guidance to help increase your reach and engagement.
International Roofing Expo Trends to Keep in Mind for 2027
Rather than relying on trends from a single past show, exhibitors can look at the elements IRE has continued to emphasize when planning their 2027 booth strategy. Education, hands-on demonstrations, networking, community involvement, and multilingual accessibility remain important opportunities for exhibitors looking to connect with the roofing and exteriors audience.
Educating Your Audience
IRE’s current 2027 materials emphasize educational programming, while its show-floor experience continues to feature hands-on clinics and demonstrations.
Product demonstrations continue to be a popular way to educate potential customers. They’re eager to see products in action, handle them firsthand, and get their questions answered by knowledgeable company representatives. This highly personalized experience can also help you identify more qualified leads.
We saw live demonstrations on exteriors, metal roofing, flashing techniques, and more in 2026. IRE describes its building clinics as interactive demonstrations covering areas such as metal roofing, roof details, single-ply roofing, and home improvement. Think about how to engage attendees with interactive demonstrations at your booth, drawing in more foot traffic while also making them more likely to convert.
If your demonstration requires specialized space, equipment, ventilation, or other accommodations, contact IRE’s sales and operations teams early to determine what is permitted and what services you’ll need.
Creating Networking Opportunities
Recruiting good workers and reducing staff turnover are two of the biggest priorities most companies have. For the roofing industry, it is even more important—and difficult—to attract and keep workers who are highly skilled, safe, and reliable.
Do you find that your brand employs, is run by, or does business with specific communities? Create opportunities to network with this community for both their benefit and yours. IRE continues to provide opportunities for different segments of the roofing and exteriors community to connect, including dedicated programming for Hispanic contractors and other industry groups.
Finding a way to involve yourself more intimately with a specific community, particularly if that community is integral to your brand or its identity, can be incredibly effective. Not only does it allow you to grow a more loyal and dedicated customer base and applicant pool, but also it can empower that group of people.
It’s also important to remember that trade expos don’t always need to be boring or strictly educational. It is beneficial to many brands when they let loose and have a little fun. Hosting parties and social events are excellent opportunities to engage in some casual networking.
Finding a way to make your visit to the 2027 International Roofing Expo more fun and interesting will go a long way in making your time there more effective.
Getting Involved in Community Events
Community involvement is another way to build relationships beyond the exhibit floor. Consider these successful community events from 2026 as you start preparing for the International Roofing Expo 2027:
- NWIR Days 2026 took place in mid-January 2026 bringing together women professionals from across the roofing industry for connection, collaboration, and career-building.
- IRE’s 17th Annual 2026 Community Service Day brought exhibitors and attendees together with Rebuilding Together Southern Nevada to make critical home repairs for people in the Las Vegas area.
- Roofing Alliance Construction Management Student Competition connected IRE attendees with the next generation of roofing professionals. Student teams put their roofing knowledge and project-management skills to the test, giving industry professionals an opportunity to support emerging talent and connect with future leaders.
As you prepare for the International Roofing Expo 2027, keep an eye on IRE’s official special-events information for details about volunteer opportunities, sponsorships, donations, and other ways to participate. Not only are these events a great way to give back, but also to support your networking and recruiting initiatives.
Spanish Language Accessibility
Given the diversity of the International Roofing Expo’s audience, the 2025 show introduced Spanish translation services for its educational sessions. This year, Spanish-language accessibility remains an important consideration for exhibitors. IRE currently provides Spanish-language resources and programming, including Spanish and English educational opportunities and a dedicated Latino track in its 2027 show platform. Consider bilingual signage, product literature, digital content, or team members who can comfortably communicate with Spanish-speaking visitors.
Bring Your Best to the International Roofing Expo 2027
Construction and roofing trade show booths are unique, requiring lots of space for featuring products and demos, prioritizing hands-on experiences, and standing out in an exciting, action-packed event. At Cardinal Expo, we have the professional experience necessary to help your company drive results at the International Roofing Expo 2027.
Our team has over 28 years of experience designing and constructing high-quality custom trade show booths. We will work with you every step of the way, from booth design to paperwork, shipping, installation, teardown, storage, and more.
In addition, we offer a variety of booth sizes and layouts, as well as signage, lighting, and custom options to ensure your display stands out from the rest. We’ve dedicated years towards understanding the unique requirements of roofing and construction exhibitors and can help you create a booth designed around your products, demonstrations, branding, and goals for IRE.
With the 2027 International Roofing Expo taking place February 16–18 at the Las Vegas Convention Center’s West Hall, now is the time to start planning your exhibit.
Contact Cardinal Expo below to discuss your roofing trade show booth for the International Roofing Expo 2027.
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We at Cardinal Expo are here to answer any questions you may have, provide you with additional information, and create an effective solution for your exhibit needs.
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