2014 exhibitor prospectus

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National Dental Association 101 st Annual Convention EXHIBITOR’S PROSPECTUS July 25-29, 2014 Hilton New Orleans Riverside Hotel NEW ORLEANS, LOUISIANA

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Page 1: 2014 exhibitor prospectus

National Dental Association101st Annual Convention

EXHIBITOR’S PROSPECTUS

July 25-29, 2014Hilton New Orleans Riverside Hotel

NEW ORLEANS, LOUISIANA

Page 2: 2014 exhibitor prospectus

1. Complete the attached agreement indi-cating your first four (4) choices of boothlocation. Indicate which of the two op-tions you prefer for your fifth choice.

2. Sign and return the agreement to:Attention: Convention ExhibitsNational Dental Association 3517 16th Street, NWWashington, D.C. 20010

METHOD OF EXHIBIT BOOTH ASSIGNMENT

Exhibit booths will be assigned accord-ing to the exhibitors preference in the orderin which the exhibitors agreements are re-ceived with the required deposit in the NDAoffice.

If a company’s first choice has been pre-viously assigned, it receives its secondchoice, provided the second choice has notbeen previously assigned, etc. If all fourchoices have been previously assigned, theallocation is made on the fifth option indi-cated, any available corner booth (until theyare all claimed), or the closest inside va-cancy nearest the first choice, secondchoice, third choice or fourth choice.

BOOTH PRICE

8' x 10' $2,000.00

DECORATING CONTRACTOR

Convention & Show Services, Inc.1250 John A. Papalas DriveLincoln Park, MI 48146313.386.5555; Fax 313.386.2048

An Exhibitor Service Kit, containing in-formation on drayage, electrical services,furniture rental, labor, etc. along with a com-plete list of charges, can be obtained fromthe CSS website at www. convshow.com afterFriday, May 9, 2014. If you need infor-mation prior to this date, please contact Den-nis Miriani at 313.386.5555. Convention &Show Services, Inc. will have an office lo-cated in the Exhibit Hall which will be openfor set-up on Friday, at 1:00 p.m. July, 25,2014. During this time exhibitors may ver-ify pre-orders and place floor orders. Thisservice will be available during the set-upperiod to cover all requirements and will bein operation throughout the move out.

SHIPPING & STORAGE

Shipping, storage, and labor to unpack,erect, dismantle, and repack the booth willbe handled by Convention & Show Services,Inc. All freight must be prepaid. Do notship freight addressed to the Hilton NewOrleans Riverside Hotel. All freight mustbe addressed to Convention and Show Services,Inc. whether it is shipped to their advancewarehouse (up to 30 days before show) or to theshow site to arrive no earlier than Friday, July25, 2014.

ELECTRICAL POWER & OTHERUTILITIES

Rates and data on electrical power, tele-phone connections, etc., will be provided inthe Exhibitor Service Kit from Convention &Show Services. Exhibitor Service Kits will beavailable by Friday, May 9, 2014 atwww.convshow.com to download information.

ARRANGEMENT OF EXHIBITS

Booths will be decorated with a 8' highbackground drape, a 33" high siderail drape,and will also include a standard 7"x44" two-line identification sign. All booth structuresthat will be placed against the 8' high backwall must not exceed the 8' high drapeline.Exhibits that do not conform to these speci-fications or by design, operation, or other-wise, are found objectionable in the opinionof the NDA, will be prohibited. All exposedparts of a display must be finished so as notto be objectionable to other exhibitors or tothe NDA. The NDA reserves the right, in thebest interest of the technical exhibits, to re-locate selected space in the areas other thanthat selected by the exhibitor.

BOOTH PERSONNEL REGISTRATION

Upon receipt of a signed agreement, theNDA will send hotel reservation informationabout the Hilton New Orleans RiversideHotel.

Beginning Friday, July 25, 2014, at12:00 noon, exhibitors may pick up theirregistration packets, including a registrationbadge, at the Exhibitors’ Registration Desk.For security purposes, no one will beadmitted to the Exhibit Hall without aregistration badge.

INSTALLATION & DISMANTLING OF EXHIBITS

The decorating contractor will begin in-stallation and arrangement of exhibits at8:00 a.m. on Friday, July 25th. Exhibitorswill be permitted access to the hall at 1:00p.m. Exhibitors are encouraged to finalizeminor booth preparations, display samples,etc., by 5:00 p.m. on Friday, July 25th toavoid overtime charges. In the event that anyexhibitor fails to complete pre-show instal-lation and arrangements for the removal ofboxes and crates by 9:00 p.m. on July 25th,the NDA reserves the right to remove, at theexhibitor’s expense and risk, all such ex-hibits and materials pertaining there to fromthe space allotted to such exhibitor and can-cel this contract. All exhibits must be oper-ational by 9:00 p.m. on Friday, July 25th.No installation work will be permitted onSaturday, July 26th, without special au-thorization from the NDA.

Dismantling, removing, and/or packingof exhibits cannot begin earlier than 7:00a.m. on Monday, July 28th if assistancefrom decorator (Convention & Show Serv-ices) is needed. The decorator will not beavailable to retrieve your crates, boxes, can-isters, labels etc. until Monday, July 28 at7:00 a.m.

EXHIBIT HALL HOURS

JULY 26 & 27SATURDAY & SUNDAY10:30 a.m. - 5:00 p.m.

National Dental Association’s 101st Annual Convention

HOW TO APPLY

Page 3: 2014 exhibitor prospectus

1. SUBLETTING OF SPACE: The ex-hibitor agrees that the display will be confined tothe area of space reserved. Subletting or showingproducts other than those manufactured or repre-sented by the exhibitor, is strictly prohibited.

2. ARRANGEMENT OF EXHIBITS: Theexhibitor agrees to arrange the exhibit so as not toobstruct or interfere in any way with the generalview, the view of the exhibits of other exhibitors, orthe free passage of spectators. The decision of theNDA as to what constitutes an obstruction or inter-ference shall be final.

3. INSTALLATION & REMOVAL OFEXHIBITS: In the event that any exhibitor fails tocomplete pre-show installation and arrangementsfor the removal of boxes and crates by 9:00 p.m. onJuly 25th, the NDA reserves the right to remove, atthe exhibitor’s expense and risk, all such exhibitsand material pertaining there to from the space al-lotted to such exhibitor and cancel this contract. Insuch an event, the NDA shall retain the amount paidby such exhibitor as space rental and for liquidateddamages covering expenses paid by the NDA andthe loss of rental from other exhibitors.

4. CARE OF SPACE: The exhibitor agreesnot to deface, injure, or mar the exhibition hall of theHilton New Orleans Riverside Hotel or any of thefurniture or fixtures contained therein, and/or any ofthe property of whatever nature placed therein by theNDA. The exhibitor shall be liable to the Hilton NewOrleans Riverside Hotel and/or the NDA for anydamage resulting to such exhibition hall and/or suchproperty placed therein by the NDA which shalloccur by reason of the commissions or omissions ofany exhibitor and/or its agents, servants or employ-ees. The exhibitor shall defend and save NDA fromall claims arising from the aforesaid commissions oromissions of the exhibitor, his agents, servants or em-ployees. All materials used by exhibitors must con-form to all local codes. (X-Ray equipment mustbe dead.)

5. INSURANCE: The NDA assumes no re-sponsibility for the safety of the property of ex-hibitors or the personal property of their officers,agents, servants or employees. Any exhibitor wish-ing to insure his or goods against injury, theft, dam-age by fire, accident or other cause, must do so athis own expense. Reliable security will be providedat night to guard the exhibits located inside the Ex-hibit Hall commencing on Friday, July 25th andcontinuing through each night until midnight. Forone and one-half hours after the Exhibit Hall isclosed to the public, exhibitor representatives, withproper credentials, will be permitted on the floor forchores they see fit to perform. During these periodsonly, while exhibitors are on station, hotel cleanuppersonnel will be permitted inside the Exhibit Hall.At all other times, specifically between 7:00 p.m.and 7:30 a.m., through the nights of July 25-27,the watchmen will permit no individual to enter or

leave the Exhibit Hall except by authority of theNDA.

Exhibitor assumes responsibility and herebyagrees to protect, indemnify, defend, and save harm-less the NDA and the Hilton New Orleans RiversideHotel, its affiliates and subsidiary companies andtheir respective partners, directors, officers, em-ployees, and agents (“the Indemnities”) against allclaims, losses, and damages to persons or property,governmental charges or fines, and reasonable at-torney’s fees to the extent caused by Exhibitor’s neg-ligent installation, removal, maintenance, oroccupancy or use of the exhibition premises or partthereof, excluding any such liability caused by thenegligence of the Indemnities.

Exhibitor’s obligations to any entity under thisSection are contingent upon NDA and the HiltonNew Orleans Riverside Hotel, respectively, (apromptly notifying Exhibitor in writing of the claim;(b) Exhibitor having sole control of the defense andsettlement; and (c) such entity seeking indemnifica-tion reasonably cooperating in providing informationand assistance

The Exhibitor assumes all responsibility for any loss,theft, or damage to exhibitor’s displays, equipment, andother property while on the premises, and hereby waivesany claim or demand it may have against the Hilton NewOrleans Riverside Hotel or its affiliates arising fromsuch loss, theft, or damage.

In addition, Exhibitor acknowledges that theNDA and the Hilton New Orleans Riverside Hoteland any of the other Indemnities do not maintain in-surance covering Exhibitor’s property. It is the soleresponsibility of Exhibitor to obtain business inter-ruption and property damage insurance coveringsuch losses by Exhibitor.

6. CONDUCT & RESTRICTIONS: TheNDA reserves the right to restrict any exhibitwhich, because of noise, odor or other objec-tionable features, interferes with the orderlyprocedure of the exhibition. The NDA alsoreserves the right to prohibit any display orprocedure that in its judgement runs counterto the general character of the exhibition.• Therapeutic products or products of a therapeu-tic nature that do not meet the ethical standards ofthe dental profession will not be accepted for dis-play.

• Display of prices is permitted on counter topsonly and shall not be misleading.

• Distribution of samples is welcome.

• The solicitation of customers in the aisles willserve as grounds for expulsion from the exhibition.Exhibitors must conduct their business from the con-fines of the booths they have rented and lounge.

• Exhibitors may not assume the role of host at theConference. Potential customers or personal friendsmay be invited on condition that such invited per-sons comply with the regulations applicable to allother registrants at the Conference. Revenue lost

from the violation of this rule will be recovered fromthe transgressing exhibitor who will accept the de-cision of the NDA in the event of a dispute betweenthe “invitee” and the exhibitor.

• Exhibitors may not host any function in conjunc-tion with the Conference without the written consentof the NDA, which shall not be unreasonably with-held.

• The rights reserved in this section apply as well tothe conduct of agents and employees of the ex-hibitors and any property used by such exhibitors inthe installation and operation of exhibits.

• The decision of the NDA as to what acts consti-tute a breach of the above conditions shall be final.Any exhibitor shall be subject to eviction, withoutrefund, if he/she is judged to be in violation of theaforementioned conditions.

7. LIABILITY: The NDA shall not be liable forany damages in the event that performance of thiscontract is rendered impossible for any of the follow-ing causes: destruction of the Hilton New OrleansRiverside Hotel or any substantial portion thereof, byfire, earthquake, the elements, or a public enemy;strikes or other public disorder; impossibility of per-formance created by law or any public authority;and/or for any cause beyond its control or the controlof the Hilton New Orleans Riverside Hotel. TheNDA will, however, in the event of its not being ableto hold the exhibition for any of the reasons set forthabove, reimburse exhibitors pro rata on the amountof rental paid by each exhibitor as follows: totalrentals paid by all exhibitors less expenses incurredby the Association in constructing and installing theexhibits, shall be refunded to exhibitors in theamount of their rental payments prorated by the num-ber of days the exhibition fails to proceed as sched-uled.

8. CANCELLATION OF EXHIBIT SPACE:Request for cancellation of exhibit space must bepresented to the NDA in writing by May 9, 2014.Each exhibitor will be liable for the full space rentalunless all space is sold, at which time such liabilitywill be reduced to the $1,200.00 deposit requiredfor booth rental.

9. PAYMENT: In the event that any remainingbalance of the full remittance for the booth(s) en-gaged by the exhibitor has not been received by theNDA on or prior to April 25, 2014, the NDA re-serves the right to cancel this contract without lia-bility. In such an event, the Association shall retainthe amount paid by such exhibitor as a forfeited de-posit.

10. INTERPRETATIONS OF THE ABOVERULES & REGULATIONS: The above statedconditions are considered a part of this contract. TheNDA reserves the right to interpret them as wellas make decisions on all points the rules and reg-ulations do not cover. Decisions made by the NDAare final.

JULY 25 - 28, 2014HILTON NEW ORLEANS RIVERSIDE HOTEL, NEW ORLEANS, LOUISIANA

TERMS AND CONDITIONS

Page 4: 2014 exhibitor prospectus

EXHIBIT HALL EVENTS

Exhibitor OrientationFRIDAY, JULY 254:30 p.m. - 5:00 p.m.

Exhibitors & Members Happy HourSATURDAY & SUNDAY, JULY 26 & 27

4:00 p.m. - 5:00 p.m.

Snacks-on-UsSATURDAY & SUNDAY, JULY 26 & 27

12:00 p.m. - 1:00 p.m.

** Exhibitor Fee does not include booth furnishings, tables, chairs, electrical

equipment, mantling, dismantling or storage.

NETWORKING OPPORTUNITY EVENTS

Non-ticketed EventsOpening Session

Get Acquainted Reception

Ticketed EventsWomen’s Health Symposium Luncheon

President’s GalaNDHA Boat RideGolf Tournament

Civil Rights LuncheonGrand Finale

Visit our website at www.ndaonline.org or call 202-588.1697

for ticket pricing details

N AT I O N A L D E N TA L A S S O C I AT I O N

101st Annual ConventionHilton New Orleans Riverside Hotel

2 Poydras StreetNew Orleans, LA 70140Direct: 504.561.0500

www.neworleansriversidehotel.com

EXHIBIT HALL BOOTH PRICE - $2,000**

Exhibit Dates & HoursSATURDAY, JULY 26 10:30 a.m. - 5:00 p.m.SUNDAY, JULY 27 10:30 a.m. - 5:00 p.m.

NDA Raffle Drawings throughout the day

SATURDAY, JULY 26 10:30 a.m. - 5:00 p.m.SUNDAY, JULY 27 10:30 a.m. - 5:00 p.m.

National Dental Association July 25-29, 2014Hilton New Orleans Riverside Grand Salons A-D2 Poydras St. (8 x 10) 126New Orleans LA 70140 12,480 Square Feet

Page 5: 2014 exhibitor prospectus

EXHIBITOR’S AGREEMENTNATIONAL DENTAL ASSOCIATION’S 101st ANNUAL CONVENTION

Hilton New Orleans Riverside Hotel, New Orleans, LouisianaJULY 25-28, 2014

Attention: Convention ExhibitsNational Dental Association3517 16th Street, NWWashington, DC 20010

Tel. 202.588.1697 • Fax 202.588.1244

We would like to reserve exhibit space during the National Dental Association’s 101st annual convention.

BOOTH FEE: $2,000 per booth Number of booths required: ________

Our preferred location on the official floor plan which we submitted to the NDA follows (list by booth numbers):

First Choice ________________________________ Third Choice _____________________________________

Second Choice _____________________________ Fourth Choice ____________________________________

Fifth Choice (Check One)

� Inside booth closest to above choices � Any corner location, if available

We understand that in the interest of the success of this exhibition and of each individual exhibitor and visitor, the exhibition as a whole andall displays will be categorized, and assignments made in consecutive order of Agreements received. Whenever possible, each exhibitor’s re-quirements and requests for booth space will be made in accordance with the preferences indicated by each exhibitor, but the NDA doesnot guarantee any particular space. Conglomerate companies will be limited to one listing in the convention program for each booth rented.

(List name exactly as it should appear in the program and in any promotional material. Please type or print only).

COMPANY NAME ____________________________________________________________________________________________

Division of (if applicable) ___________________________________ SIC Code ______________________________________________

Contact Name ___________________________________________ Title __________________________________________________

Mailing Address _________________________________________________________________________________________________

City / State / Zip ________________________________________________________________________________________________

Telephone ( ) ____________________________________________ Fax ( ) _______________________________________

Email Address __________________________________________________________________________________________________

Description of Service or Product ______________________________________________________________________________

Assign us away from the following competitors (if possible): _____________________________________________________________

We agree to pay the sum of ______________________________ dollars as rental for the space allotted to us, $___________ of which is enclosed. (A non-refundable deposit of $1,200.00 for each booth is required at this time). We also understand that the complete rental fee must be received by theNDA by April 25, 2014, to ensure a listing in the official convention program. (Make checks or money orders payable to the National Dental Association).There are no exceptions to the amount of the minimum deposit required that must accompany this agreement.

PAYMENT ENCLOSED: � Check � Money Order � Purchase Order # ___________________________ TOTAL $ __________________

� CREDIT CARD : � Amex � Discover � Visa � MasterCard - Card Number ________________________________________ Exp. Date ________________

Name as it appears on Card _________________________________________________________________________________________ Security Code ____________

Signature __________________________________________________________________________________________________________________________________

EXHIBIT DATES: JULY 25-28

Page 6: 2014 exhibitor prospectus

CONTRACT FOR ADVERTISEMENT

National Dental Association’s 101st Annual ConventionSOUVENIR CONVENTION PROGRAM

Hilton New Orleans Riverside Hotel, New Orleans, LouisianaJULY 25-29, 2014

ATTENTION: Convention AdvertisementNational Dental Association3517 16th Street, NWWashington, D.C. 20010Tel. 202.588.1697 • Fax 202.588.1244

2 Color 4 Color Process Black/White Amount

Back cover –––––– $4,500 -------- $ ––––––––

Inside back cover $3,200 $3,700 -------- $ ________

Inside front cover $3,200 $3,700 -------- $ ________

Center page $3,000 $3,500 $2,500 $ ________

Full center fold $4,800 $5,300 $4,400 $ ________

Full page $1,900 $2,300 $1,400 $ ________

1/2 page - horizontal $1,700 $2,000 $1,000 $ ________

1/4 page - vertical $1,400 $1,700 $ 800 $ ________

TOTAL $ _________

CONTRACT AND COPY REGULATIONSAll advertisements must be submitted according to the following specifications. Electronic files are preferred in the following formats: tiff,eps, jpg or pdf files that are press optimized, 2/C, cmyk or grayscale (no RGB files), minimum 300 dpi with embedded fonts. Final publica-tion trim size is 8.5"x11". Full Page Ad with bleeds: 8.75"x11.25", Live Area 7.5"x10". Full Page Ad w/o bleeds: 7.5"x10". Half Pagewith bleeds: 8.75"x5", Live Area 7.5"x4". Half Page w/o bleeds: 7.5"x5.125". Quarter Page Ad w/o bleeds only: 3.875”x5.125”. Thepublisher reserves the right to reject any advertising which is not in keeping with the publication standards. The advertiser agrees to assumeliability for all content (including text, representations, and illustrations) of advertisement printed. Deadline for submission is May 9, 2014.

ADVERTISING SPACE RESERVATION FORM

Name of Advertiser: ______________________________________________________________________________________

Address ___________________________________________ City ________________ State _______ Zip _______________

Telephone ( ) _______________________________________ Fax (_____) ______________________________________

Email Address ___________________________________________________________________________________________

Contact Person: ___________________________________________________ Title __________________________________

PAYMENT ENCLOSED: � Check � Money Order � Purchase Order # ______________________ TOTAL $ _____________

� Amex � Discover � Visa � MasterCard - Card Number __________________________________ Exp. Date ____________________

Name as it appears on Card ________________________________________________________________ Security Code _________________

Signature ____________________________________________________________________________________________________________

Check, money order, and/or purchase order must accompany the reservation form and camera-ready film or electronic file.Make check or money order payable to: National Dental Association. Email electronic files to [email protected]

Page 7: 2014 exhibitor prospectus

PLATINUM LEVEL ($100,000+) includes:

� Convention co-sponsor acknowledgement� Sponsor Recognition Award� Corporate Banner at President’s Gala� 1 Table – President’s Gala� 1 Table – Grand Finale� 1 Table – Civil Rights Luncheon� 1 Table – Women Dentists Awards Luncheon� 5 Invitations – President’s Opening Session Reception � 2 Invitations – Celebrity Scholarship Sports Classic� 2 Seats on Dais during Opening Session� Corporate Signage On-Site� CEO named as Convention Honorary Co-Chair � Logo on Convention Materials� Speaking Opportunity for a Corporate Representative duringOpening Session

� Photo Opportunities with NDA Leadership� Corporate Name in Press Releases� Corporate Exhibit Space at the NDA Convention up to 3 booths� 4 Complimentary Convention Registrations� 1 Full Page Color Ad in Convention Souvenir Program Book(Prime space)

GOLD LEVEL ($50,000) includes:� Sponsorship of 2 Scientific Sessions with Corporate Signage� Prominent Sponsor Recognition� 1 Table – President’s Gala� 2 Tickets – Grand Finale� 2 Tickets – Civil Rights Luncheon� 2 Tickets – Women Dentists Awards Luncheon� 3 Invitations – President’s Opening Session Reception� 2 Invitations – Celebrity Scholarship Sport Classic� 1 Seat on Dais during Opening Session� Corporate Signage On-Site� Corporate Name in Press Releases� Speaking Opportunity for a Corporate Representative at a MajorConvention Event

� Corporate Exhibit Space at the NDA Convention� 2 Complimentary Convention Registrations� 1 Full Page Color Ad in Convention Souvenir Program Book

SILVER LEVEL ($30,000) includes:� Sponsor of One Scientific Session with Corporate Signage� 1 Table at sponsored event� 2 Tickets – President’s Gala� 2 Tickets – Grand Finale� 2 Tickets – Women Dentists Awards Luncheon� 2 Invitations – Opening Session in VIP Section� 2 Invitations – President’s Opening Session Reception� Corporate Signage On-Site� Corporate Name in Press Releases� Corporate Exhibit Space at the NDA Convention� 1 Complimentary Convention Registration� 1 Full Page B/W Ad in Convention Souvenir Program Book

BRONZE LEVEL ($20,000) includes:� Co-Sponsor of One Scientific Session with Corporate Signage� 2 Tickets – President’s Gala� 1 Invitation – President’s Opening Session Reception� 1 Invitation – Golf Outing� 2 Tickets – Grand Finale� 1 Ticket – Women Dentists Awards Luncheon� Corporate Name in Press Releases� 1 Corporate Exhibit Space at the NDA Convention� 1 Complimentary Convention Registration� 1 Full Page B/W Ad in Convention Souvenir Program Book

ASSOCIATE LEVEL ($10,000) includes:� Co-Sponsor of Event with Corporate Signage� 1 Invitation – President’s Opening Reception� 1 Invitation – Opening Session� 2 Tickets – President’s Gala� 2 Tickets – Grand Finale� 1-Half-Page B/W Ad in Convention Souvenir Program Book� Corporate Name in Press Releases

AFFILIATE LEVEL ($5,000) includes:� Corporate Signage On-Site� 2 Tickets – President’s Gala� Quarter Page B/W Ad in Convention Souvenir Program Book� Corporate Name in Souvenir Program

CORPORATE SPONSORSHIP OPPORTUNITIES

Please indicate sponsorship level and/or amount $_____________

� Platinum �Gold � Silver �Bronze �Associate �Affiliate

Please indicate your choice of Sponsored Events:______________________________________________________

Contact Name ____________________________________________________

Company Name __________________________________________________

Phone No._______________________________________________________

Email Address ____________________________________________________

� Check � Money Order � Purchase Order # _______________

� CREDIT CARD — � Amex � Discover � Visa � MasterCard

Card Number ____________________________________________________

Exp. Date ____________________

Print name as it appears on Card

________________________________________________________________

Signature ________________________________________________________

PAYMENT

Page 8: 2014 exhibitor prospectus

Please fax or mail this form to NDA to participate in the Raffle by April 9, 2014.

I am interested in donating to the Raffle.

Company Name ___________________________________________________________________

Contact Name _____________________________________________________________________

Email ______________________________________________________________________________

Telephone ____________________________________ Fax _________________________________________________

Item(s) Donated ________________________________________________________________________________________

Description ____________________________________________________________________________________________

____________________________________________________________

Expiration Date (if any) ________________________________________

VALUE(S) $ _________________________________________________

National Dental Association3517 16th Street, NWWashington, D.C. 20010Tel. 202.588.1697 • Fax 202.588.1244

CHECK OUT THE NDA RAFFLE!

RAFFLES & PRIZES IN THE EXHIBIT HALLTo bring more traffic to your booths, please consider donating prizes, monetarygifts or services for the raffles. To participate, contact Cynthia Graddy at the

National Dental Office 202.588.1697, ext 24.

JULY 26 & 27, 2014SATURDAY & SUNDAY • 10:30 a.m. - 5:00 p.m.