Also calledOn-site rebookingRenewalRe-signing
Why the last day works
On the last day an exhibitor knows exactly what the show was worth: who they met, how busy the aisle was and whether the leads were any good. Ask two weeks later and the memory has faded into the cost. Ask while the stand is still standing and the answer is based on evidence.
What has to be ready
Next edition's plan, with prices and a priority window for current exhibitors. A hold that survives the walk back to the office. And, critically, the lead report — an exhibitor who can see their scans is negotiating from a different position than one who cannot.
Priority windows and loyalty rates
Giving current exhibitors first refusal on their own stand at this year's rate, for a fixed window, is a strong incentive that costs nothing if the floor sells out anyway. Model it as a hold with an expiry rather than as a promise in an email.