I agree that a few bold elements matter more than a lot of smaller elements. I also like the one where the person has a very nice wooden cabinet and a few overstuffed leather chairs. There's a few reasons for this. First, it is a pain in the butt to do it, but he did it anyway. That shows that he is the kind of person that makes the extra effort. I also think if a person can get that stuff to the show, he can get me and my gear to where the animals are: it shows he has a mastery of logistics.
I also think that creating a vignette is important. The clothier who had the tent, the people who had the wooden cabinets and the sofas. A show is a big, chaotic environment. A little oasis that seems like a living room, or a nice old gunshop, or a dinner tent from the days of old safari, that is a place where I want to be. I want my vacation to be my vacation. I want to go somewhere and be away from all the chaos and hassles that are daily life. If your booth is a relaxing place to be for a little while during the show, I think maybe I'd like to visit your operation.
I also like a person who knows who he is and what he does, and won't pretend to be someone else just to make a sale. For example, I recently decided I needed a rifle made for me. I contacted various gunsmiths. Not all were prompt in returning the email. One was, but he told me that he wouldn't make what I was asking for and took the time to explain why. I decided to hire him and change what I wanted because I knew he was a man of integrity and honor. So, don't be afraid to tell someone that you aren't the man for the job, he might just change what he wants just to be able to work with you.
and no, it does not have to be a blonde. A follow up phone call goes a long long way! 
