How do you set the booth price for a new show, or decide how much to raise it for any existing show? Exhibit space is not usually priced relative to the show producer's costs; it depends more on what the market will bear. If your show provides good value, charge for it.
However, price does track quite closely to what competitive shows charge. You should ask potential exhibitors what other shows similar to yours are charging. This does not mean you cannot charge more than your competitor. On page 39 we discuss how to charge $14.95 per nsf, even if Sleazy Expo charges $12.
Finally, do consider your costs if you are providing something out of the ordinary, such as a package plan. This saves the exhibitor hard dollars, so don't leave this on the table.