The SF Sword Show is in the worst possible location if you would like the general public to attend. The Burlingame/Millbrae area is primarily filled with retired airline people. Their will never be many attendees who just walked in to see what Japanese Swords are about. A much better location would be at the San Jose Convention Center or the Santa Clara Convention Center, both of which are in close proximity to the SJ Airport. That area is filled with a much younger crowd with significant disposable income which no doubt would have an interest in Japanese swords if they didn't have to drive through the horrendous traffic to get to Burlingame. Having lived in the area and attended the show for about 40 years, I believe this is the only viable solution. The city of SF Moscone Center or whatever would be a poor choice in my opinion.
My thoughts anyway
TomC