SMC 2025 FAQs

Looking for answers about the upcoming SMC 2025 Multiworld Brand Experience? 
Many questions can be answered here or you can search for a keyword or phrase. 

 
 


GENERAL

What is the SMC 2025 Multiworld Brand Experience?
The SMC 2025 Multiworld Brand Experience gives our brand partners an opportunity to display key product launches and educate our employees who directly drive brand sales by providing hands-on activities experiences and training.  

This year’s event takes place on Tuesday, August 5 from 1:00 - 5:30 PM. 

The Multiworld Brand Experience is one of the most exciting parts of the Store Manager Conference, also known as SMC. SMC will be held Monday, August 4 – Wednesday, August 6 at the Aria Hotel & Resort of Las Vegas. This is one of the most important conferences of the year for our store and district managers from across the United States.   

 

Will Sephora help cover the costs of my booth’s decor, fabrication, shipping charges, etc.?
No. Brands are financially responsible for all costs associated with their booth build and activation including but not limited to: staffing, F & B, fabrication, gratis, A/V, design, drayage, florals, rentals, storage fees, rooming etc. Sephora covers the cost of the conference space, the cleaning of the common spaces and the 24/7 security. All production costs and materials needed within the booth and to produce the activations, are at the brands’ expense.

Where is the Multiworld Brand Experience (MWBE) held?
The MWBE installations will be held in the Joshua and Orovado ballrooms on the first and second floor of the East side convention center, which is in the Aria of Las Vegas.

The Aria of Las Vegas 
3730 S Las Vegas Blvd 
Las Vegas, NV 89108

Do I need to register my support team that will be working in my booth or helping with set-up?
Yes – safety and security are important aspects of SMC. We will ask you to register ALL staff to ensure safety and security is top of mind. During the live MWBE event, there will be a limit of 8 booth staff per booth.

For Brand Booth Staff who will be working the booth, please register HERE. Limit of 8 per brand.
For any Supporting Vendors Staff who will be there for set-up and breakdown only, please register HERE.

Individuals will also be required to check in at the brand check in desk to pick up credentials - this will be located on the Mariposa Level in the East Convention Center at the Arai. IDs will be required. Only attendees with these credentials will be allowed into the event spaces. This applies to set-up and breakdown days as well as the live event.

Are children allowed in the Multiworld Brand Experience?  My founder would like to bring her children.
Unfortunately, MWBE is a 21+ event.

Are photographers and videographers allowed at MWBE? 
Unfortunately, outside photographers or videographers are not allowed at any time. Sephora will have photographers onsite and can share photos of brand booths per request. 

 

BOOTH INFORMATION

When can my brand start to set up the booth for Multiworld Brand Experience?
Brand booths can being set up starting on Saturday, August 2.
Your team can access the Ballrooms during the following times to set up your booth.  

Saturday, August 2: 8:00 AM - 6:00 PM 
Sunday, August 3: 8:00 AM – 6:00 PM  
Monday, August 4: 8:00 AM – 6:00 PM (no deliveries / set up in rooms only)  
Tuesday, August 5: 8:00 AM – 10:00 AM 
*Guest ready by 10:00 AM, MWBE starting at 1:00 PM* 

Please note that there will be a final cleaning of all common spaces, and our photo and video team will be filming brand booths between 11 AM and 12:30 PM on Tuesday prior to doors opening to guests.

For freight deliveries, please note that final loading dock schedules, access times for may vary.  Please confirm with Viper Tradeshow Services, Inc. on the expected arrival of your assets. 

When can my brand breakdown the booth?
The MWBE will end on Tuesday, August 6 at 5:30pm (timing may be adjusted once the agenda has been finalized). Brands have ability to breakdown small items and box up any remaining gratis at the
conclusion of the event up to hour after after - between 6:00 and 7:00 PM.
Freight and fabrication breakdown will begin on Wednesday, August 6 at 8:00 AM and conclude at 6:00 PM. 

We are part of the Welcome Lounge. When can my brand set-up and breakdown the booth?
Welcome Brand booths can being set up starting on Saturday, August 2.
Your team can access the spaces during the following times to set up your booth.  

Saturday, August 2: 8:00 AM - 6:00 PM
Sunday, August 3: 8:00 AM – 6:00 PM 
Monday, August 4: 8:00 AM – 9:00 AM (no deliveries / set up in rooms only) 
Monday, August 4 - LIVE EVENT: 9:00 AM - 3:30 PM
Booth Breakdown - Monday, August 4: 6:00 PM - 11:00 PM

For freight deliveries, please note that final loading dock schedules, access times for may vary.  Please confirm with Viper Tradeshow Services, Inc. on the expected arrival of your assets.

How much space is allotted for my brand’s booth installation?
Multiworld Brand Experience booths will 15’L x 10’D. Wall height should be 10’, and should be full walls made of non-transparent materials. If your set is taller than 10’, the Fire Marshall will require removal
or adjustment of the booth prior to the start of the event.
The only exception will be in the Discovery Room and Welcome Lounge where booths will be 10’L x 10’D x 10’H.

Hard ceilings or full ceiling coverings will not be permitted for any booths participating in the event. Also, smoke or mist, air compressed tanks, live animals, drones, glitter, confetti, hair trimmings or other small item, all mylar balloons, and helium balloons smaller than 36” are not allowed on property at The Aria. Larger helium balloons are required to be secured by an anchor. Standard install and dismantle are approved, but construction onsite is NOT permitted. There are no exceptions. 

For Welcome Brand booths, we require that they are open on at least 3 sides. A hard back wall and flooring is acceptable.

For Discovery Room, hard ceilings, side walls or front entry pieces will not be permitted. Hard back walls and flooring will be permitted but are not required. Sephora will provide black drapery on 3 sides to create the 10’x10’ booth.
If you want to explore other drape color options, please reach out to Viper Tradeshow Services for options and pricing. Please note that if Sephora-provided drapery is not used, drape is still required and will need to be fire retardant. Brands will be responsible for providing a Certificate of Flame Resistance for their alternative drapes.

Will The Aria or Sephora assist in the set up and breakdown of my brand’s booth installation? 
No. Use of the MWBE space does not include drayage, decorations (such as tables, chairs, carpet, specialty drapery), security, labor (such as carpenters, electricians and drapery installers), cleaning of booths, or storage of crates. If you need assistance with set up or breakdown of your booth, please talk directly with your selected fabricator or Viper Tradeshow Services.

We are sending our exhibit booth and set décor, but we would like assistance with labor to install and dismantle. Where can we get assistance sourcing this?
Viper Tradeshow Services, Inc. can assist with labor for your booth. Please reach out to Viper directly or refer to the Viper form above for more information. 

 

SCENIC DESIGN COMPANY

Do you recommend a vendor to help with the design of my booth?
Yes, it is Sephora's preference that you use one of our recommended suppliers. They own an extensive collection of set pieces, tables, chairs, upscale tablecloths, lounge furniture, thematic décor and can offer full custom design services for your brand. To coordinate your booth's scenic design, reach out to the provided contact on the Logistics page under Scenic Design Companies. 

Our brand prefers to work with another design supplier company. What do we need to know?
If you have an existing scenic design supplier of choice, please have them contact Viper Tradeshow Services, Inc. to coordinate the delivery of the shipments into The Aria. We will also need both COIs from them as well as all the names of ALL people who will be onsite setting up including subcontractors hired by your fabricator. 

Due to loading dock parameters at The Aria, selected suppliers will receive loading dock priority. All vendors accessing the back of house areas of the Aria need to be pre-approved by Viper and will need to check in with building security to receive a badge. 

Please have all flame certificates for any fabric materials in your booth on hand for the fire marshal to review. 

I want to add some florals to my booth, do you have a recommendation?
Shino Floral Studio is a Las Vegas based florist who can accommodate both florals installation and drop off needs. To coordinate your booth’s floral needs, contact Shino at shinosfloral@gmail.com prior to the event. Please note that they are recommended but not exclusive to this event.

ONSITE TECHNICAL SUPPORT

Our brand would like to display audio and visual content, and possibly add some lighting. What do we need to know?
Encore is available onsite for equipment ordering. Please review the AV information and fill out the form on www.AriaExhibitorServices.com or contact Quelli Blue by July 10. 

We will need power for our booth.  Who can help me with this?
Elden Electrical is the exclusive supplier of all power on property. Please order with them directly or via the Aria Portal by July 10 to take advantage of early pricing.

Is there an internet connection in the booth space I can use for my display?
The Aria IT Services is the exclusive supplier of all internet services on property, and is available onsite to install WiFi for your booth. You can reach out to Richard Hancock or call him at 702-224-4798 for any internet needs by July 10. 


REFRESHMENTS

My brand would like to provide food and beverages. Is this permitted?
Yes. You are more than welcome to serve light fare and beverages to compliment your brand, however in order to provide a consistent experience for our attendees, alcohol is restricted and may not be served at the MWBE event. 

The Aria is the exclusive food vendor on property. All food and beverage arrangements must be made directly through The Aria by July 10. Please email Angela Taylor, Aria’s Manager of Events from Catering. Please let Angela know that you are with the Sephora SMC Multiworld Brand Experience, and she will be able to accommodate your request. 

Here are some samples menus for 2025 including offerings and pricing.

Please note, only food and beverage purchased from The Aria may be served on hotel property. 
Any exceptions need to be approved by The Aria.

  

GRATIS

Can my brand distribute gratis and samples at the MWBE Event?
Yes! This year, there will be about 775 attendees visiting Multiworld Brand Experience, so if you plan on gifting gratis at your booth, we ask for each brand to provide 800 of each product.

Please partner with your Sephora Merchant to align on the product offerings in your MWBE booth. We recommend you scribe all product as Sephora is not responsible for the reselling or returning of non-scribed product. 

Can my brand distribute swag and promotional materials at the MWBE Event?
Yes, you are able to distribute brand swag. Please be mindful that everyone will be traveling in for the event,
so keep the swag to a reasonable size and weight.

My brand is interested in distributing product to the attendees outside of the MWBE Event. Who may I contact?
We can make that happen! Please partner with your Merchant Coordinator regarding any product onsite at SMC. Other opportunities may include room drops, inclusion in the Welcome Bag and more. 

If you would like to participate in the SMC training kit that will arrive prior to the attendees arrival, reach out to your merchant as there will be a link to register separately. 

 

SHIPPING & FREIGHT INFORMATION

My brand wants to ship packages to The Aria prior to the event. What do we need to know?
We recommend that all small packages sent to the Aria Business Center arrive no earlier than Sunday, July 20. Any package that arrives prior may incur an additional storage charge, per day. 
Please refer to the Aria Business Center for rates and information. 
If items are sent to The Aria Business Center, the brands are responsible for picking up these items from The Aria Business Center.
Hours are Monday-Saturday, 9:00 AM until 4:00 PM.
There are extended hours on Tuesday, August 5 until 8:00 PM.

 Brands are responsible to partner with Viper Tradeshow Services for freight or the Aria Business Center at The Aria of Las Vegas to ship and receive all packages.

We recommend reaching out to the Aria Business Center at The Aria to coordinate the delivery of your shipments for your MWBE booth. Please download and complete the provided Shipping Label and affix them to all packages.

You are also responsible for transferring your packages to and from your MWBE booth and providing all packaging supplies.  As a reminder, Sephora is not responsible for moving and/or managing material assets onsite.

My brand will rely on freight shipments to The Aria of Las Vegas. What do we need to know?
Any assets that require freight delivery to The Aria must be handled through Viper Tradeshow Services, Inc. Viper will manage all material handling, including drayage and freight deliveries into and out of the venue. There are no exceptions.

Viper can also assist with any array of services including inbound and outbound shipping, labor to assist with booth set up and strike, and basic furniture rentals. Please refer to the Viper Forms for additional freight and material handling information. For questions, email Devin Romano at Viper at dromano@vipertradeshow.com or call them at 847-426-3100.

The Aria now requires all vendors accessing the loading dock to be pre-approved and pre-scheduled. Viper is managing all dock schedules for SMC.  All deliveries must be moved via back of house hallways by Viper Associates OR Preferred Personnel/Vendors that have a badge. No outside vendors are allowed to move through BOH without a badge and/or being approved on the Personnel list.

Is a storage facility available for our exhibit crates?
No. The Aria does not have storage space for crates. Please utilize Viper Tradeshow Services for any traveling exhibit booths/sets.

CERTIFICATE OF INSURANCE

Does my brand need to provide proof of insurance?
Yes. Every brand and vendor that will be onsite need to provide Sephora and The Aria with Certificates of Insurance. If your brand is hiring any outside contractors or sub-vendors to perform work on the premises, Certificates of Insurance (COI) are also required. Once all brand participation is confirmed, we will request that you send us your COIs. Please upload your Certificates of Insurance below no later than Monday, July 7. For Sephora COIs please refer to Sephora Requirements and the sample Sephora COI. For Aria COIs please refer to Aria Requirements and the sample Aria COI. Please find the submission links on the Logistics Page.


ACCOMMODATIONS 

What is the room rate at The Aria of Las Vegas?
Sephora is securing a courtesy room block at a discounted rate at The Aria of Las Vegas for our brand partners.
Please click HERE to book your rooms by Wednesday, July 2.  Availability is limited, so act quickly! 

For any room booking questions or concerns, please contact Aria Group Reservations at 702.692.6600 or Toll Free: 800.311.8999 and use code SSEPH0725AR when calling. 
For general SMC travel questions or concerns, contact SephoraSMC@hatch.im  

Are meals provided?
We will not provide you with meals during the event. Please note, available food and beverage items on the show floor are for SMC attendees only. However, there are many restaurants located at The Aria. It’s recommended to reserve a table in advance.

 

CONTACT

Who can my brand reach out to for questions regarding the Multiworld Brand Experience event?
Please direct any questions regarding the Multiworld Brand Experience event and logistics to your Merchant Coordinator. The merchant will partner with the Sephora Corporate Events team to ensure that all your inquiries are addressed in a timely fashion. If you have any questions for the Event Team, please fill out this form.

 

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