Dealer Room Information

2018 Dealer Room Information

Preliminary 2018 Dealer Room seating chart found here!

Review the full Further Confusion Vendor Rules

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Further Confusion 2018 Dealer Rooms applications were open Monday, June 12, 2017 through the end of Monday, June 19, 2017. Tables are not first-come, first-served–following the close of the application window, all dealer applications will be given equal consideration by the Selection Committee without regard to submission order. The form is archived here.

There are several important aspects of our Dealer Rooms policies that you should review and be familiar with prior to applying for table space. We encourage all of our potential dealers to completely review our rules and policies regarding selling goods and services at Further Confusion in advance of applying. Though we do not anticipate being able to accept all applicants, we want to make the selection process fair and positive to our applicants, and to provide our dealers and attendees alike with a fantastic experience in January.

The Dealer Rooms will again consist of two rooms – a larger “East” room with the majority of tables, as well as the smaller “West” room, which will also contain the Artist Alley. The rooms are directly across from one-another and are located on the same floor. They are also within a few feet of the new Art Show space, and we will be badging all three areas together to allow free flow of traffic and easy access between the rooms.


Dealer’s Room table rates for Further Confusion 2018 are as follows:

  • Half Table – $60
  • Full Table – $120
  • Double Table – $280
  • Booth (10’x10′) – $440
  • Artist Alley (1-Day sales, half-table) – $30/day

Note: Power drops require an additional $60 fee. Requesting power will affect your seating placement in the Dealer Rooms. Unfortunately, the Artist Alley does not have access to electricity.

All tables in the Dealers Rooms will measure 6 ft. x 30 in. Artist Alley seats are half-tables (3’x30″).

Further Confusion has decoupled table fees from convention memberships. This makes the process easier and more flexible for dealers as well as staff:

  • Dealer Rooms table fees do not include convention membership. You will be asked to register for your convention membership through our standard membership portal.
  • Table fees MUST be paid for within 30 days of receiving our invoice via Square, unless prior arrangements have been made. Convention registration does not have to be done by this point, but should be done before December 31st.

Why? We want to provide our dealers and their assistants with the most flexible options available for their memberships, whether that is as Attending members, Sponsors, Super Sponsors, or even as Volunteers. Decoupling memberships also makes a more clear delineation between dealer table fees (which are refundable) and memberships (which are non-refundable donations to Anthropomorphic Arts and Education, Inc.).

All vendors should complete their registration by the close of our pre-registration window, or you will have to register on-site and will not be able to pick up your badge at Dealer Check-In! Pre-registration will close on December 31st, 2017 at 11:59pm. If you have any questions about whether or not you’re registered, email as soon as possible.


About table fees: The new vendor halls in the Convention Center require a much higher setup cost than the old Marriott ballroom. We have structured our pricing to reach as close to a net-neutral income as possible while still having lower-cost options available. Table, booth, and power fees do not represent a source of income for the convention. In response to vendor negotiations and more accurate estimates, we may adjust our prices between convention years.

More about power fees: In the Convention Center, we are no longer able to rent our own power equipment as we have for previous years. Unfortunately, this significantly increases the cost of supplying power. To keep the dealer base costs down, we have made powered tables optional, and will be seating “powered” dealers together to share power access and minimize the costs. If you require more than 500W of power, please speak with us for special arrangements. However, if you only require a “top-up” on your cell phone or tablet, we will have rechargeable USB battery packs available to lend. Just bring your device cable!

Regarding load-in and display materials: We anticipate that vendors with rolling luggage, rolling carts, or boxes that can be carried by hand will have no issue loading into the Dealer Rooms themselves (multiple trips are okay). Those with extra-large rolling carts, pallets, or more elaborate “booth” equipment should coordinate with Team San Jose staff to safely load-in their equipment using a predetermined time window for loading dock access. We will inquire about load-in needs in a survey given to approved vendors so we can plan the most efficient schedule for our union crew. Note: booth setups requiring power tools to construct may incur additional fees from the venue.


Further Confusion 2018’s Dealer Rooms selection is a juried process, not “first-come, first-served.”

  • Who decides and how?

The Selection Committee is comprised of five individuals who range from members of the Board of Directors of Anthropomorphic Arts and Education, Inc., to Further Confusion volunteers.

  • How long will the application window be open?

The application window will be open for five days starting on Monday, June 12, 2017, running until the end of Monday, June 19, 2017.

  • Why do you ask for a website or a link to examples of the art/products/services that dealers plan to offer?

We cannot guarantee that every member of the Selection Committee is familiar with the work/wares of every dealer that may apply. Additionally, we understand that a dealer’s available inventory changes over time. Effective use of space is also a factor in dealer selection, particularly when determining how much space to allot a dealer.

  • Will I know how many recommendations I received?

No. The selection process is an anonymous vote by Selection Committee members.

  • Why does Further Confusion keep applications open for a week?

We recognize that our dealers make up a broad cross-section of the community, with different obligations, schedules, accessibility considerations, and computer/internet availability; we also realize that technical glitches and failures happen, for applicants and conventions alike. With this in mind, we are not factoring application time or order received, and instead will score all received applications based on their content alone.


Based on experience over the past few years, we are limiting the number of available waiting list slots for Further Confusion Dealer Rooms to 30.

  • Waiting list slots will be assigned based on Selection Committee ranking. We will make our best effort to keep dealers informed of their position on the waitlist.
  • Waitlisted dealers may still apply for the Artist Alley without giving up their waitlist spot, but may only vend in one area at the convention.

Under certain conditions, and pending approval from the Dealer Rooms Lead, dealers may share their tables with another dealer who was not selected through the Dealer Rooms selection process.

  • Dealers wishing to share their table must be accepted and registered for a Full Table or a Booth in the 2018 Dealer Rooms.
  • Half Tables and Double Tables may not be shared.
  • If a Full Table or Booth is shared, each business entity must have a California seller’s permit on file.
  • All table share requests must be made by December 31, 2017. No exceptions will be made.


As we have done in the past, accepted dealers will have a one-week early booking window in advance of the general hotel opening. Hotel booking information will be sent as part of the dealer acceptance emails, and will provide a one-week window for dealers to book their rooms in the block prior to opening to the general public. We prefer the hotel reservation use the same legal name as the primary Dealer contact for each business. You won’t have to know who your roommates are yet; in fact it’s easier to add them later on in the year.


Every business selling (in either the Dealer Rooms or the Artist Alley) will need to have a valid California Seller’s Permit. We will be verifying your seller’s permits in advance and at Dealer Check-In. Unfortunately we cannot do this for you, but they are easily applied-for online. Please see Section 2 of the Vendor Rules for more information on obtaining a California Seller’s Permit.

Note: You do not need to have your permit number to apply for the Dealer Rooms or Artist Alley, but MUST have it available no later than Dealer Check-In. If we cannot verify your number at that time, we cannot permit you to vend in our Dealer Rooms. Section 2 of the Vendor Rules has more details regarding applying for a California Seller’s Permit.


The Artist Alley lottery will open August, and will remain open for one month. Artist Alley spaces will be drawn at random from all applicants on a per-day basis, and and are all single-day seats. There will be 14 seats per day, and in the event of a no-show, walk-up table placement will be first-come, first-served. Artist Alley vendors who fail to claim a seat within the first 30 minutes of the opening of the Dealer Rooms to attendees will forfeit their slot unless prior arrangements have been made with the Dealer Lead. Note: access to electricity is not available in the Artist Alley.


Dealer Check-In & Setup: 1pm – 10pm (loading dock access times will depend on union scheduling)

Dealer Setup: 9am
Open hours: 11am – 6pm

Dealer Setup: 10am
Open hours: 11am – 6pm

Dealer Setup: 10am
Open hours: 11am – 6pm
Dealer Tear-down: 6pm – 10pm (loading dock access times will depend on union scheduling)


These are the times, dates, and location that we are targeting for Dealer’s Check-In and setup. Barring unforeseen schedule-impacting events, these are the times that we will be able to let dealers check in and begin setup. If there are unforeseen schedule impacting events we will make announcements via our Twitter feed, email newsletter, and update board located at the entrance to the Dealer Rooms.


  1. A government-issued ID such as a driver’s license or a passport with the legal name under which you registered.
  2. A copy of your California Seller’s Permit that must be kept at your table during all business hours.


Every Dealer seat comes with the ability to designate another member of the convention as an assistant. Your assistants will be able to check-in and get their convention badges with you at Dealer Check-In, but only if (a) they have pre-registered for the convention, and (b) you have provided their information to the the Dealer Lead in advance via the form sent after dealer selection. Otherwise they will need to register at the convention, or pick their badges up from the standard Pre-Registration line.

We will follow up with selected dealers later in the year to collect assistant information. You may change assistants later if necessary, we understand plans can change. When submitting an assistant, please make sure of the following two things:

  1. Make sure they are registered with the convention at any membership level.
  2. Fill out the form once for each assistant you’re designating (form will be sent out later this year).

If you have any questions, please let us know promptly so that we can address them as quickly as possible. Feel free to shoot us an email at We are looking forward to working with all of you during this coming year to make Further Confusion’s Dealer Rooms and Artist Alley better than ever!

Review the full Further Confusion Vendor Rules