It might be expensive, but I see a lot of the same photographers do Bridal Shows year after year, so they must be getting good business with it.
I like the first setup, but I like Tom and Jerry's lighting better, although it may be just the photo. Jonwhite's looks nice and elegant like a living room (maybe add a bean bag for brides to relax?) but it feels a little closed in for me. But like he said, there's no magic formula, and it worked for him anyway.
I realized that most bridal booths have that "busy" look with all their photos displaying so closely together, kinda like the decor at a Red Robin. I know one photographer that went very simple and that's what seemed to attract her customers:
To sum it up, just be creative. Find something that makes you stick out of the crowd. Connect with brides.
I'm planning on doing one, too, but I'm too broke right now with all the house, car, school, and medical payments up the wazoo. Good luck!