I do probably 20+ shows a year. The ISE organization is the worst of them all when it comes to vendor service. They will lie to you. I've had them change booth spots after the contract was signed. One year in Sacramento I paid for 3 booths and realistically ended up with 2, their response was, too bad. I have done all the ISE shows except for San Mateo and they cancelled that one for next year.
ISE does get a crowd but it's not a hard-core hunting show. It's an all-around outdoor show like fishing, boating, camping, atv, and hunting. Shows in general have steadily declined over the last 8-9 years I've been doing them and I've done them from California-Pennsylvannia, Texas and Florida to Alaska and a lot of places in between.
To go on the road and travel to shows is very expensive and you need to move a lot of product or services to make any money. If you're just doing a local show in your hometown it's not so bad.
The same show can be great one year and dead the next, you just never know what kind of mood the crowd will be in. If you have any more questions pm me.