For the past 25 years I've been a Scovie judge for the FF Festival. A bunch of us meet in the Fall and taste chile-related products entered in the Scovie contest from around the world. Then, on the first weekend of the following March, the FF Festival opens to the public. Scovie Award winners get to display banners, etc., which helps their sales. Luckily, I get in during the trade hours when there's not very many people. But when the clocks ticks to open to the public, it's a tsunami of people.
If you want to see what it looks like, a travel show shot a short video: http://www.scottrobertsweb.com/Travel-Channels-Extreme-Conventions-Video-of-the-Fiery-Foods-Show/
At 1:48 you'll see Simmie J on the right and, I believe, his nephew on the left (named Larry Green, believe it or not). Simmie is from CA and makes some awesome bbq sauce. I wrote about him 20 yrs ago, so he gives me a bottle every year. We had an Australian vendor again this year; they really do come from all over. Dave DeWitt, the organizer, is seen a couple of times. I've written for him in the past, and he gave me a blurb for my book.