In the dark past (pre September 11), some show managements were perceived as "not nice" by their attendees and exhibitors. Descriptive phrases included hard to reach, unresponsive, not interested in serving us, etc. That may have been OK then, but it is not now.
Here are some ways to correct this image:
Exceed expectations, such as providing free or discounted parking to exhibitors and even to some attendees (such as conference registrants).
Do not let the staff take lunch in a secluded area off the show floor. Instead, invite a group of exhibitors, speakers, and/or attendees to lunch with you. And assemble a different group each day.
Offer the exhibitors something unexpected such as free placement in the New Product Pavilion.
Greet your attendees at the front entrance as you open the show (welcome) and say goodbye at the close (thanks for coming).
You want your customers (attendees and exhibitors) to say, "Those guys are great to deal with—they deserve more of our business."