You can do better than a show price any day of the week. A big factor in how much discount you can get from MSRP depends greatly on supply and demand in the market as well as volume of the dealer. What that means, if you are after a popular model, you are less likely to see a steep discount from your local mom and pop shop - certainly can barter off their asking price, but don't expect them to making profit off their cost for the units that's less than 20% to them, which translates somewhere between 15-20% off MSRP. Now your high-volume dealers that move many of that units of that model each month, they will sell at a reduced profit margin because turnover time and volume allows it and for them to pay overhead and make their profit targets. Wholesalers are yet another step.
So, no need to rush into any deal just because the show is in town! Further, if you are looking for a model that's a slow seller or end of life, you can get an incredible deal! We were down to a couple dealers for our new 2015 unit late last year whose floorplan was end-of-life and not a hot seller (couples model) both would sell brand new, freshly delivered loaded units for a few hundred bucks over cost, which translated to that 35% off MSRP you were asking about.