This was the registration area for CookieCon, a "cookie art convention and show" that was using the big ballroom and other function space. The registration desk was the counters opposite the entrance to the ballroom. Lisa and I have talked many times about how we would use this space for an SF/F convention of sub-Worldcon size. For example, a Westercon would almost certainly fit into the ballroom alone, although it would be nice to have some of the smaller rooms for some things.
I was actually happy to see that this event's registration queues were not especially more sophisticated than what we do for most SF/F conventions, at least those that have pre-printed badges rather than print-on-demand registration, where you can use "bank teller" queuing.