I got a soft cooler a few years ago at a circuit and love it. It gets used!! A laptop size bag are also good, as people can put their show binders in with horse/health papers etc. I also agree with a rods/Schneiders gift card. Bucket strap is a must for people traveling to places that may not always have hooks. A water bucket w an embroidered strap is great. I also love when those non-woven grocery type totes are added to awards or given to all when entering, I am a crazy bag lady! Nice quality coffee mugs. Work tack/pads with something on them. Foldable step stools. Trailer organizer racks.
My all time favorite is: show bucks to use at next show or stall voucher.. It's great for me to help offset a bit of cost, and great for the shows to keep exhibitor retention!