The Exhibitor's Travel Guide to San Francisco

San Francisco hosts some of the highest-profile trade shows in North America. Dreamforce packs 40,000 attendees into the SoMa district every fall. RSA Conference draws the entire cybersecurity industry each spring. GDC turns the city into the center of game development every March. If you are exhibiting at Moscone Center, this guide covers everything you need to know -- from the venue layout to hotels, transportation, neighborhoods, food, and the weather tricks that catch first-timers off guard.

Moscone Center: The Venue

Moscone Center sits at the corner of Howard and Third streets in the South of Market (SoMa) district. It is San Francisco's largest convention facility, spanning more than 700,000 square feet of exhibit space across three connected buildings.

The Three Halls

• Moscone North -- Located at 747 Howard Street, this is the newest addition. It features a modern glass facade, 20,000+ square feet of flexible meeting space, and ground-level loading docks that make freight-in substantially easier than the older buildings.
• Moscone South -- The workhorse. Two massive underground exhibit halls (Halls D and E on the lower level, Halls A-C above) provide the bulk of the show floor for large-format events like Dreamforce and RSA Conference. Expect long walks between halls during multi-building shows.
• Moscone West -- Across Fourth Street at 800 Howard. Three levels of exhibit and meeting space. GDC and Google Cloud Next typically use this building. The second-floor expo hall has the best natural light of any Moscone space.

Major Shows at Moscone

• Dreamforce (Salesforce) -- September. The largest SaaS event in the world. Spills out of Moscone onto surrounding streets with outdoor pavilions and satellite venues.
• RSA Conference -- April/May. The cybersecurity industry's flagship. Uses all three Moscone buildings plus the Marriott Marquis.
• GDC (Game Developers Conference) -- March. Concentrated primarily in Moscone West and North. Heavy foot traffic between buildings.
• Databricks Data + AI Summit -- June. Rapidly growing data and AI conference that has expanded its Moscone footprint each year.
• Google Cloud Next -- Schedule varies. Has used both Moscone West and the full complex depending on the year.

Hotels Near Moscone Center

San Francisco hotel rates during major conventions routinely exceed $400 per night. Book early -- three to four months out for large shows, minimum. Here are the best options within walking distance of Moscone, ranked by proximity.

Connected / Adjacent

• San Francisco Marriott Marquis -- Physically connected to Moscone South via a skybridge. This is the default choice for exhibitors who need to move between their hotel and the show floor multiple times a day. Request a high-floor room facing Yerba Buena Gardens for the best view. Rates during conventions: $350-550/night.
• InterContinental San Francisco -- Directly across Howard Street from Moscone South. Excellent rooms, strong Wi-Fi, and the Luce restaurant downstairs serves a reliable business dinner. Rates during conventions: $375-600/night.
• W San Francisco -- On Third Street, a two-minute walk from Moscone North. Modern rooms, good bar scene. Rates during conventions: $325-500/night.

Short Walk (5-10 Minutes)

• Hotel Nikko San Francisco -- On Mason Street near Union Square. Clean, quiet, excellent fitness center with a pool. A solid 8-minute walk to Moscone. Rates during conventions: $280-450/night.
• Hilton San Francisco Union Square -- Massive property on O'Farrell Street. Nearly 2,000 rooms, which means availability holds longer during sellout conventions. The Tower building rooms are newer. Rates during conventions: $275-425/night.
• Four Seasons Hotel San Francisco at Embarcadero -- On Market Street near the waterfront. Premium option for executives and client entertainment. The rooms and service justify the price if your company is footing the bill. Rates during conventions: $600-900/night.

Getting to San Francisco

San Francisco International Airport (SFO)

SFO is the primary airport, located 13 miles south of downtown. It serves all major domestic and international carriers. International Terminal is one of the best in the country. Expect 30 to 50 minutes to reach Moscone Center depending on traffic and your mode of transport.

BART (Bay Area Rapid Transit)

The single best way to get from SFO to Moscone Center. Take the Yellow or Red line from SFO International Airport station to the Powell Street station. Fare is approximately $10 each way. Travel time: about 30 minutes. From Powell Street station, Moscone is a 10-minute walk south on Fourth Street. BART runs from approximately 5:00 AM to midnight on weekdays, with slightly reduced hours on weekends.

Rideshare (Uber/Lyft)

Expect $35-50 from SFO to the Moscone Center area depending on time of day and surge pricing. During large conventions, surge pricing at SFO can push fares to $60-75 during peak arrival windows (Sunday afternoon and Monday morning). The rideshare pickup zone at SFO is on the fifth level of the domestic parking garage -- follow the signs from baggage claim.

Oakland International Airport (OAK)

A viable alternative, especially for Southwest Airlines travelers. OAK connects to downtown San Francisco via BART (transfer at Coliseum station to the Oakland Airport Connector, then ride into the city). Total transit time is about 50 minutes. Rideshare from OAK to Moscone runs $45-65.

Neighborhoods to Know

SoMa (South of Market)

Moscone Center is here. SoMa is also where you will find the densest concentration of tech company offices, hotels, and restaurants catering to the convention crowd. The Yerba Buena Gardens area between Moscone North and South is a pleasant outdoor space for calls and quick lunches. SoMa is walkable during daytime hours but can feel sparse after dark south of Harrison Street.

Union Square

Ten minutes north of Moscone on foot. The city's main shopping and hotel district. Powell Street BART station is here. Excellent restaurant options along and around Geary Street. This is where many exhibitors end up for after-hours dinners and client entertainment.

Financial District / Embarcadero

East of Union Square toward the waterfront. The Ferry Building Marketplace on the Embarcadero is the best food hall in the city -- oysters, coffee, artisan bread, Boccalone salumi. Walk here along Market Street in about 15 minutes from Moscone. The waterfront itself is a great morning run route.

The Mission

South and west of SoMa, accessible via BART (16th Street or 24th Street stations). This is where San Franciscans actually eat. Valencia Street between 16th and 24th has the city's best concentration of independent restaurants, bars, and cafes. Worth the trip for a team dinner. The Mission is also notably sunnier than downtown due to its position east of Twin Peaks, which blocks incoming fog.

Where to Eat Near Moscone

Quick Lunch (Between Sessions)

• The Sentinel -- On New Montgomery Street. Exceptional sandwiches, fast service, perfect for exhibitors who need to eat and get back to the booth. Try the corned beef.
• Super Duper Burgers -- Multiple locations including one on Third Street near Moscone. Grass-fed burgers, garlic fries, milkshakes. Consistently good.
• Sushirrito -- On Kearny Street. Sushi burritos that are somehow better than they sound. Fast, portable, filling.
• Split Bread -- On Mission Street. Sandwiches on fresh-baked bread. The porchetta is outstanding.

Client Dinners

• Boulevard -- On Mission Street near the Embarcadero. Nancy Oakes' landmark restaurant. Upscale American food in a stunning Belle Epoque dining room. Book two weeks ahead during convention season.
• Ayala -- In the Financial District. Modern Filipino cuisine that will impress clients who have eaten at every steakhouse in America. Creative cocktails.
• Waterbar -- On the Embarcadero with Bay Bridge views. Seafood-focused, excellent wine list, and a patio that works when the weather cooperates. Strong choice for west coast clients who appreciate local sourcing.
• Alexander's Steakhouse -- SoMa location on Brannan Street. Japanese-influenced steakhouse with Wagyu options. The go-to power dinner spot during Dreamforce.

Team Dinners (Casual, Good for Groups)

• Lolinda -- On Mission Street in the Mission District. Argentinian steakhouse with a rooftop bar. Excellent for groups of 6-12. The skirt steak and empanadas are the moves.
• Dumpling Home -- On Sixth Street in SoMa. Shanghai-style dumplings five minutes from Moscone. Small space, so go at 5:30 PM or wait in line.
• Uno Dos Tacos -- On Howard Street. Reliable Mexican food within a block of Moscone. Good for a fast group meal that does not require a reservation.

San Francisco Weather: The Microclimate Problem

This is the single most common mistake first-time San Francisco visitors make: assuming California means warm weather. It does not. San Francisco's microclimate system is unlike any other major American city, and it will catch you off guard if you are not prepared.

"The coldest winter I ever spent was a summer in San Francisco."

-- Commonly attributed to Mark Twain (though likely apocryphal)

The city sits on a narrow peninsula where the Pacific Ocean meets San Francisco Bay. Cold ocean currents generate fog that rolls through the Golden Gate and blankets western neighborhoods, while downtown and SoMa can be 10 to 15 degrees warmer at the same moment. A sunny morning at Moscone can turn into a chilly, foggy afternoon by 3:00 PM.

What to expect by season:

• March (GDC) -- Highs of 58-62F. Rain is possible. Layers are mandatory.
• April/May (RSA Conference) -- Highs of 60-65F. Some beautiful days, but fog and wind are unpredictable.
• June (Databricks Summit) -- Peak fog season, ironically. Locals call it "June Gloom." Highs of 62-66F. Do not pack shorts.
• September (Dreamforce) -- Statistically the warmest month. Highs of 68-74F. This is your best shot at actually warm weather. Still bring a jacket for evenings.

5 Pro Tips for Exhibiting in San Francisco

1. Take BART from SFO. Every time. It is faster than rideshare during peak convention arrival windows, costs a fraction of the price, and drops you within walking distance of every major hotel near Moscone. The only exception: if you are traveling with heavy booth materials that will not fit on the train.
2. Do not rent a car for downtown. Parking near Moscone runs $40-65 per day. Street parking is nearly impossible. The hills will destroy your transmission's patience. Between BART, Muni, and rideshare, you can reach every restaurant and meeting in the city without a vehicle. Save the rental for a post-show drive to Napa.
3. Be aware of the Tenderloin. The neighborhood immediately northwest of Union Square (roughly between Mason, O'Farrell, Van Ness, and Market) has persistent street-level issues including open drug use and aggressive panhandling. It is not dangerous in a violent-crime sense during daytime, but it is uncomfortable. When walking from Union Square hotels to Moscone, route yourself down Powell or Fourth Street rather than cutting through on Turk, Eddy, or Ellis streets.
4. Ship booth materials early and confirm delivery. Moscone's freight operations are union-managed through Freeman or GES depending on the show. Marshaling yard access, delivery windows, and material handling fees follow strict rules. Ship at least five business days before your move-in date and get written confirmation of delivery. Lost freight at Moscone during a major show is a nightmare that no amount of phone calls will solve quickly.
5. Use the Yerba Buena Gardens for meetings. The park between Moscone North and South has benches, open space, and (on clear days) sunshine. When the show floor gets overwhelming, step outside for calls, one-on-ones, or a five-minute reset. It is the best free meeting space within 50 feet of any major convention center in America.

Exhibitor Packing Essential

Between cables for booth displays, chargers for every device, adapters, and backup batteries, exhibitors carry more electronics than most business travelers. A dedicated cable organizer keeps your bag functional instead of chaotic.

• BAGSMART Cable Organizer Bag -- Compact, double-layer design with elastic loops for cables, pockets for chargers and adapters, and a waterproof exterior. Fits inside any carry-on or backpack. Essential for exhibitors managing booth tech across multiple show days.