Become a vendor


During the Head of the Hooch weekend, there is a vendor mall located on Chestnut Street, which is the main street from the town into the venue. The Hooch expects over 8000 rowers and over 20,000 spectators to attend this year.

How to register

The Vendor Mall is for rowing related merchandise vendors only. The Equipment Vendor area is for equipment vendors only and is located near the trailer area. If you have a question please contact the Vendor Coordinator:

Applications for the Vendor Mall are now closed and no vendors will be accepted after September 17th, 2016.

New for 2016: The Head of the Hooch Regatta requires that all vendors provide a certificate of insurance in the amount of $1,000,000. Your Head of the Hooch certificate of insurance must be submitted to the Vendor Coordinator on or before October 3, 2016.  Please note that insurance certificates are mandatory for participation at the Hooch. You will not be permitted on site without proof of insurance.

Vendors, shall obtain and/or maintain throughout the term of this Agreement and at its own cost and expense, general liability insurance naming the Head of the Hooch Regatta, Atlanta Rowing Club, Lookout Rowing Club, and the City of Chattanooga as additional insureds in the amount of $1,000,000 dollars combined single limit with a deductible not to exceed $2,500.00. If needed, please contact the Vendor Coordinator for the addresses of the additional insured.

Please note – no food trucks are permissible in this area.  If you are a food vendor, please contact the Vendor Coordinator at: for approval before filling out the form.

Vendor access to the venue

Regatta vendor delivery and set up will be allowed from the Chestnut Street entrance only on Friday. The Chattanooga Market vendors will use the east end of Riverfront Parkway. Vendors are to maintain one lane of traffic open on Chestnut Street at all times for safety.

Limited vendor parking will be available west of Market Street Bridge on Riverfront Parkway toward the Hunter Museum. Parking passes will be provided for vendors up to the number of available spaces.  Paid parking is available in the Aquarium lot directly behind the vendor area on Chestnut Street and there is a paid covered parking deck on the opposite side. No vehicles are allowed to remain in the vendor tent area.

Both Head of the Hooch and Chattanooga Market vendors should leave the site via the east end of Riverfront Parkway.  The availability of parking along Riverfront Parkway’s east end is on a first come, first served basis. Vendors must receive all deliveries before the regatta begins and must keep vehicles offsite during the regatta.  Vendors are to maintain one lane of traffic open on Chestnut Street on Sunday when packing to leave the site.

Terms and conditions

Regatta hours: Saturday 8 a.m. – 5 p.m. and Sunday 8:30 a.m. – 3 p.m.  Vendors may come on site at the discretion of security between 12 a.m. and 6 a.m. Saturday and Sunday morning. No vehicles are permitted to drive onto the regatta site after 6am on Saturday and Sunday.

Tents/spaces will be set up and available for use Friday, Saturday, and Sunday.  Set up can begin after 9 a.m. Friday.  Vendors must finish set up and remove vehicles by noon on Friday.  Vendors may sell Friday though Sunday.

Special requests for space location will be considered but the Hooch Committee reserves the right to make the final placement of vendors.

All vendors must check in on arrival with the Vendor Coordinators. Contact numbers and parking passes will be emailed to you a week prior to the event.  Please do not print more than one parking pass.

All merchandise sold or distributed at the Head of the Hooch Regatta is subject to approval by The Head of the Hooch Merchandise Committee.  No regatta merchandise can be sold unless previously approved in writing.

The following names are trademarked by the Atlanta Rowing Club and can not be used or reproduced without expressed written permission of the Atlanta Rowing Club: Head of the Chattahoochee, Head of the Hooch, HoochNooga, and Last of the Great Fall Regattas.