Heart of America Contact Lens Society

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.

Exhibitor Login

Welcome HoAECC 2018 Exhibitors!

The HEART OF AMERICA EYE CARE CONGRESS invites you to celebrate the Heart's 57th Annual Congress! Participate in the Heart's camaraderie, education and innovation at the Sheraton Kansas City Hotel at Crown Center and Crown Center Exhibit Hall February 9-11, 2018.

NOTE: If you have a Portal account, please log in and register using the link on the right for a faster registration process! Thank you!

Exhibitor Registration

The Heart hosts the largest Exhibit Hall in the Midwest attracting over 800 optometrists and 350 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. Providing over $15,000 in prizes and 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 August 15 for priority booth assignment. Companies paying their booth deposit by August 15 will be assigned booths first. A limited number of 20' x 20' island booths are available for $10,000 and require a $1,750 deposit. An additional $100 administrative fee will be charged for booth fees not paid in full by January 1.

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

  1. Booth deposit paid by August 15
  2. Level of sponsorship to the Heart Public & Professional Relations.
  3. Contributions to Speaker Sponsorship.
  4. Loyalty/Longevity of exhibiting at the HoAECC Congress.
  5. Date of receipt of booth 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
Wes DeRosier, OD, FAAO

Click here to download an exhibitor prospectus (PDF document)

Click here to visit 2017 HoAECC Virtual Exhibit Hall

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

Click here to download the Convention Hall Floor Plan (high resolution PDF)

If you already have an Exhibitor Portal account created to exhibit at a previous Heart of America Congress, you can click here to register:

Exhibitor Login

Otherwise, to begin the process of registering as an Exhibitor and creating an Exhibitor Portal account, please click here:

Exhibitor Registration

Exhibiting Hours


Exhibiting Hours: 3:00 PM to 7:30 PM
   2.5 Non-Compete Hours
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: 2:45 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
   3.0 Non-Compete Hours
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 Sheraton Crown Center 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 Contact Lens and Primary Care Congress due to circumstances beyond their control may have their payments credited to exhibit at the following congress at the discretion of the Heart of America Board of Directors.


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 Contact Lens Society 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.