Your show should be the de facto (and only) celebration of your industry, meaning everyone (attendees, exhibitors and others) looks to you to:
Be the annual (or semi annual) in-person gathering of the clan
Set the tone for the entire year
Present the face of your industry to the outside world (such as the Wall Street Journal)
Here is how to move to this status:
Know absolutely everything about your industry—and have harmonious relations with everyone in it.
Encourage every industry event or get-together to join with you. Do not exclude anyone, even a direct competitor.
Create events yourself, such as The Widget Industry Producer of the Year (WIPY) award, given at the show (not after hours).
For more on this subject, see page 15 in The Profitable Trade Show (www.profitabletradeshow.com).