The term "quality profits" means the profits can be sustained year after year. It is very easy to maximize the profit on a particular show - sell a ton of exhibit space but then don't promote the show and also cut all other expenses. Your profit will be huge this year, but next year it will be zero - because the show won't be held. Not a good long-term strategy (but one that is, unfortunately, being pursued by a few "bottom line" show producers).
The trick is to strike a balance between milking the show and gilding the lily. You must meet or exceed customer expectations (both attendees and exhibitors). Decisions to spend/not spend on a particular item must be influenced more by how it will affect the quality of the show than by any predetermined profit margin mandated by top management. Future Tips of the Week will elaborate on this concept of Quality Profits.