Your company has signed up for a display at the 2026 PRI Show. Even though the most important three days to conduct motorsports business are more than six months away, effective planning should begin now to turn this year's trade show into your company's best yet.

Anyone who chooses to exhibit in the PRI Show, which takes place December 10–12, in Indianapolis, Indiana, must complete an ESRA. PRI Senior Show Specialist Tiffany Hale explained: "The Exhibit Space Rental Application [ESRA] is the official request for booth space and the foundation of a company's participation in the Show. Once approved and confirmed by Show Management, it becomes a legally binding agreement that secures a company's booth assignment and outlines the space details, payment terms, and acceptance of Show rules and policies. The ESRA ensures accurate space allocation, establishes financial commitments, and provides clear communication between a company and PRI, so completing it fully and accurately is essential to securing and maintaining the exhibit space."

For those who haven't signed up to purchase a booth yet at the 2026 PRI Show, visit exhibitor.performanceracing.com/s/, which is available to both new and returning exhibitors.

Hale advised, "By May, they should have completed the ESRA and set up a payment plan. This will prepare them for housing opening in June, and the second payment for those on installments in July."

PRI's sales team and Show department will gather May 26–28 to plan the Show layout. The floorplan goes live for exhibitors to see beginning May 29.

Indy Housing

Hotel reservations for the PRI Show will open on Tuesday, June 9, for exhibitors and attendees. Hotel rooms connected to the Indiana Convention Center (ICC) through an enclosed walkway are always the first to fill up, so be ready to book on or soon after June 9 to reserve the closest hotel room to the Show floor. Those hotels include the Westin, Marriott, Hyatt Regency, JW Marriott, and Crowne Plaza. Plenty of hotels are located within a short walking distance of the ICC, such as the Omni Severin, Le Meridien, Holiday Inn Express & Suites, Hyatt House, and others. Additional hotel options are available in Plainfield and close to the Indianapolis Airport. PRI offers complimentary shuttle service on PRI Show days, December 10–12, for several airport and Plainfield properties.

"It's never too early to start planning for the PRI Show--and booking your hotel should be one of the first things on your list," advised Michelle Gallegos, PRI senior show specialist, who oversees PRI's housing department. "Reserving through the official PRI hotel block ensures you receive the lowest negotiated rates, complimentary Wi‑Fi, and support from our PRI-Visit Indy Housing team, all backed by warm Hoosier hospitality. With more than 40 hotel options, from select service to historic, modern, and luxury, you can stay just steps from the Indiana Convention Center, Mass Ave., and downtown dining and entertainment.

"For added value, Plainfield and airport hotels offer complimentary parking, free shuttles to the airport, and courtesy PRI Show transportation. Some include breakfast, making them excellent choices for quieter, cost-friendly stays just minutes from downtown.

"Start planning now and secure your stay through the official PRI hotel block to guarantee the best rates, the best support, and the best Show experience," Gallegos added.

While no new hotels are opening in downtown Indy this year, the InterContinental Indianapolis by IHG and Aloft Indianapolis debuted last year in Monument Circle. Next year, PRI visitors will have an additional housing option with the grand opening of the Signia, which will provide an enclosed walkway to the ICC.

PRI housing is booked exclusively through Visit Indy Housing. Other housing companies or travel agencies have marketed their services to those attending the PRI Show, but they are not authorized to represent PRI and do not have access to officially contracted room blocks or rates. For more information about PRI housing, visit performanceracing.com/trade-show/hotel-travel.

As The Show Gets Closer

In addition to designing and building a PRI Show display, consider ways to effectively draw people to your booth. PRI Industry Sales Director Jeff Dahlin shared that due to limited space in the ICC and Lucas Oil Stadium, exhibitors can sometimes become frustrated because they are unable to increase their booth size in a specific location. "Most are simply looking for more exposure for their company and products," he explained. "If this is the situation they find themselves in, they can enhance their presence at the Show with signs. Signs can, of course, filter traffic toward the booth, but they can also alert and educate folks about new product info. We have more options than exhibitors realize, despite trying to get the word out."

For more information about how to place signage throughout the ICC and LOS directing buyers to your booth, contact your PRI sales director or email sales@performanceracing.com.

In addition to signage during the Show, prepare buyers before they leave for Indianapolis with an advertisement in PRI's November Show Issue. "An ad in the Show issue is gold," continued Dahlin. "Buyers actively use that issue to plan their stops at the Show. A visible ad with product info and a booth number can be extremely valuable. How else would many buyers who are not familiar with you find your company?"

Dahlin offered this final tip: "Exhibitors who have the means to use the 'advance warehouse' shipping option can save a lot of effort when they arrive at the Show [their crates are waiting for them in the booth], and when they depart [they pack up and leave their crate in the booth]."

Reach out to the team at PRI with any questions so we can help your trade show experience be as smooth and efficient as possible.

How to Navigate the New Portal for PRI Show Exhibitors

PRI has launched a new customer management system powered by Salesforce to better serve its exhibitors year-round.

Those who have not submitted the Exhibit Space Rental Application (ESRA) for the 2026 event, December 10–12, in Indianapolis, Indiana, must activate a new account in the system.

Once this one-time step is complete, exhibitors can secure their spot on the PRI Show floor, download invoices, complete online payments, and access free resources to plan a successful booth.

Getting set up in the new PRI Show exhibitor platform is simple:

• Visit exhibitor.performanceracing.com.
• Returning exhibitors: Enter the email last used to purchase a PRI Show booth. A "password reset link" will be sent to your inbox. Click that link and create a new password.
• New exhibitors or returning exhibitors using a new email: Click "New Exhibitor," and fill out the form to create a new account.

Note: Updating an account email address does not affect exhibitors' account history or PRI Show seniority. To participate in the initial booth selection and floor planning process, exhibitors must submit a signed booth agreement and deposit by May 15, 2026.

Run into roadblocks? Contact the PRI Show team for support at 949-499-5413 and select option 4 or send an email to sales@performanceracing.com.

PRI Show Timeline

Important dates for the PRI Show:

• May 15: ESRA deadline for booth plotting; deposit due
• May 26–28: PRI floorplan plotting
• May 29: Booth confirmations to exhibitors; Exhibitor Service Manual live on PRI website
• June 9: PRI Show housing opens
• June 17: PRI exhibitor registration opens
• July 10: Second booth deposit due
• July 14: Attendee registration opens
• September 3: Booth balance due
• September 17: Last day to be included in PRI Magazine November issue's exhibitor list and exhibitor-sponsored seminars list
• October 16: Deadline to cancel hotel reservations without $50 penalty
• November 13: Exhibitor incentive deadline for Fern; last day to book hotel rooms at discounted PRI rates
• November 14: Exhibitor registration deadline
• November 20: Attendee registration deadline to receive badges in the mail (attendee registration never closes when badges are picked up onsite)
• November 21: Exhibitor badges mailed
• November 28: Last day for attendee badges to be mailed
• December 10–12: PRI Show open

Helpful Hotel Booking Tips

• Plan early--rooms fill fast, and early planners get the best selection.
• Choose a few preferred hotels in case your top choice sells out.
• Share a room with a coworker to stretch travel budgets.
• Look for hotels with breakfast included for added convenience.
• Consider Plainfield or airport properties for strong value and easy transportation.

Helpful Web Links:

General PRI Show information page:

performanceracing.com/tradeshow

PRI Show exhibitor resources:

performanceracing.com/trade-show/exhibit

PRI Show hotel and travel:

performanceracing.com/trade-show/hotel-travel

2026 Exhibit Space Rental Agreement:

exhibitor.performanceracing.com/s/

PRI Show attendee resources:

performanceracing.com/trade-show/attend

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