Exhibit prices always appear too high if you allocate the entire price to the first show only. You should budget using true cost, not price. For example, a $10,000 (priced) exhibit used at 5 shows per year for 5 years (25 shows) cost $400 per show, not $10,000. You don't allocate the cost of the next 25 shows' booth space rental to the first show, do you? Then why take that approach with your exhibit?

Amortizing the cost over the life of the exhibit eliminates "sticker shock" and allows you to afford a better quality exhibit for more impact and better return on investment from your shows!