Get the local paper to do a story on your opening, and then get permission to reprint the story. It will make a nice handout to your visitors.
I don't know anything about organizing photographic expositions, but I would certainly think about this seriously. I used to work in a second hand bookstore as a student in the weekends for some extra pocket money. It started out small scale but the owner had a "nose for business". Two times a year, he organized something in his store, usually expositions about a writer or poet (and he usually had several special works, like autographed books, limited or first editions, notes from the author, etc.). He had a friend working at a newspaper that was always happy to write an article about the exposition in the weekend edition. The number of people these weekend edition articles drew to his store were phenomenal... The only drawback - from my POV - being the relatively high number of "self-proclaimed artists" visiting the exposition - if you know what I mean... Also, he always had something special made for the occassion of the exposition: limited edition posters, limited edition books, limited edition reprint, ... but always "limited edition". These were sold at a decent price and left a good impression on the visitors. These sold especially well to collectors.
