Heart of America Eye Care Congress

February 12-14, 2021
Westin Crown Center
Kansas City, Missouri

Heart 2021 Conference - 60 years!

Online exhibitor reservations is now closed. Please e-mail if you have any questions.

From the Heart,

Dawn Williams
1901 Grandview Dr
East Garden City, KS 67846
Director of Exhibits

The Heart's Exhibitor Portal enables you to update the information that appears on your Virtual Exhibit Hall entry, edit and purchase badges, make payments, and simplify the process of registering for future conferences. If you happened to keep the registration email from this or a previous year, the booth badge management link will allow you to create an account pre-populated with information from previous registrations. If not, contact the Exhibits Director and request that they resend your registration email.

If you have forgotten your information or no longer have access to it, please email exhibits2@hoaecc.org for assistance BEFORE creating a new account.

Exhibitor Login

Welcome HoAECC 2021 Exhibitors!

The HEART OF AMERICA EYE CARE CONGRESS invites you to celebrate the Heart's 60th Annual Congress! Participate in the Heart's camaraderie, education and innovation at the Westin Kansas City Hotel at Crown Center and Crown Center Exhibit Hall February 12-14, 2021.

The Heart hosts the largest Exhibit Hall in the Midwest attracting over 1,400 optometrists and paraoptometrics each year. Heart optometrists agree that the Exhibit Hall is one of the outstanding features of the Heart as it provides them direct access to Exhibitors who contribute to the success of their practices.

The Heart strives to increase traffic to facilitate interactions between doctors and Exhibitors. Refreshment stations are strategically placed in the Exhibit Hall to encourage traffic flow and all registrants are encouraged to participate in the Heart's Exhibit Hall Scavenger Hunt and Doctors Meet & Greet. Providing over $15,000 in prizes also encourages Exhibit Hall attendance and Exhibitor interaction.

Exhibit Hall registration and payment is easy online. The fee for each 10' by 10' booth is $2000. A $350 deposit per booth is required by October 1 for priority booth assignment. A limited number of 20' x 20' island booths are available for $10,000 and require a $1,750 deposit. An additional administrative fee of $200 will be charged for booth fees not paid in full by January 1.

Note: Booth furnishings are purchased separately through George Fern.

Booth assignment is highly competitive. Booth assignments will be based upon:

For companies making their deposit before October 1 booth assignments will be based upon:

  1. Contributions to the Public & Professional Relations fund.
  2. Loyalty/Longevity of exhibiting at the HoAECC Congress.
  3. Date of receipt of deposit.

For companies making their deposit after October 1 booth assignments will be based upon:

  1. Contributions to the Public& Professional Relations fund.
  2. Date of receipt of deposit.

Make payments online with Visa or MasterCard or mail a check payable to HoAECC to:
Steve Sloan OD
1723 Carriage Hill Court
Dubuque, Iowa 52003

From the Heart,
Steve Sloan, OD
Dawn Williams, OD

Click here to download an exhibitor prospectus (PDF document)

Click here to visit HoAECC Virtual Exhibit Hall

Click here to view the Convention Hall Floor Plan (pop-up window)

Exhibiting Hours


Exhibiting Hours: 3:00 PM to 8:00 PM
Exhibitor Lounge Hours: 8:00 AM to 6:00 PM

Exhibitor Events
Exhibit Booth Set Up: 8:00 AM to 2:30 PM
Exhibitor Welcome Meeting: 2:30 PM to 3:00 PM
Exhibit Hall Grand Opening: 3:00 PM

Heart of America Craft Beer Tour: 6:30 PM to 8:00 PM
   Paraoptometric, Optometrist and Exhibitor Event


Exhibiting Hours: 9:00 AM to 2:00 PM
Exhibitor Lounge Hours: 9:00 AM to 2:00 PM

Grand Prize Drawings
Paraoptometric 10:00 AM
Optometrist: 10:30 AM

Exhibit Hall Buffet Luncheon
Exhibitor Luncheon: 11:30 AM to 12:30 PM
Paraoptometric Luncheon: 12:30 PM to 1:30 PM
Optometrist Luncheon: 12:30 PM to 1:30 PM

Heart of America Business Meeting: 1:30 PM

Heart of America Banquet and Dance: 7:00 PM at the Westin Century Ballroom
   Paraoptometric, Optometrist and Exhibitor Event


A. The $350 deposit per 10’x10’ booth is non-refundable.
B. Companies canceling their exhibit space on or before November 30, receive a refund of all payments made to date less the non-refundable deposit.
C. Companies canceling their exhibit space on or after December 1 and before December 31 receive a refund of all payments made to date less a 25% penalty and the non-refundable deposit.
D. Companies canceling their exhibit space on or after January 1, receive no refunds.
E. Companies cancelling their exhibit space immediately before the Heart of America Eye Care Congress due to circumstances beyond their control may have their payments, less the non-refundable deposit, credited to exhibit at the following congress at the discretion of the Heart of America Board of Directors.

Due to the ever changing nature of the pandemic, every effort will be made to keep you apprised of any changes to format. If there becomes a time we have to make adjustments to "typical" exhibit options we will work together to ensure you and your company will be represented in the manner you have come to expect from the Heart of America Eye Care Congress.


The exhibitor assumes the entire responsibility and liability for losses, damages, and claims arising out of injury or damage to the exhibitor’s displays, equipment or other property brought upon the premises of the hotel and shall indemnify and hold harmless the hotel agents, servants, employees and Heart of America Eye Care Congress members and Board of Director from any and all such losses, damages and claims. Submission of your exhibitor registration indicates agreement with the terms of the Hold Harmless Clause.