We knew Import Alliance was going to draw 4,000+ people and we still weren't willing to pay for a booth there. Caffeine and Octane is more our targeted audience than NOPI and they offer vender space for CHEAP....and we still don't do that. We can barely keep up with the business we have, the only reason we go out to events is because we honestly enjoy it and just for the coverage/marketing aspect of it.
Honestly to us it really doesn't matter if we have booth space or not, if we do then cool....if not then I can always apply for a media pass since I am a photographer, bring out a sick car and park it with promotional cards stuck under the windshield wipers.