LEWISTON – Maybe it was their self-professed “can-can” attitude or the promise to help “choreograph your success.”

Roland Miller, in a shiny gray tux with tails, and Laurie Smith, in a blue ball gown, stood at the city of Auburn’s “Dancing with the Stars”-theme booth and hardly missed a beat, or a double-entendre, courting new business and development Thursday.

“We certainly can dance them through the regulatory process, both local and on the state level,” said Smith, the assistant city manager, feather boa wrapped around her neck.

The costumes came from Community Little Theatre, their theme a hint at the creative spirit behind the 14th annual Androscoggin Business to Business Trade Show.

Hundreds of people at a time mingled around close to 200 booths in the Androscoggin Bank Colisee, networking, introducing products and services and, in some cases, using props.

Jonathan LaBonte stood a few booths up from Smith, the only man in the arena wearing a life vest. He said it was the Androscoggin Land Trust’s second year at the show trying to drum up more recreation on the Androscoggin River.

Business and the river go together, he said. “Maybe they’ll stop at Gritty’s after paddling, or go to Fuel after a day of hiking.”

Kurk Lalemand of Next Level Business Coaching turned half his space into a rough stand like the one Lucy used to give advice in the Peanuts’ comic strip. He offered “Business Advice $1” with the money going to charity.

By 11 a.m., he’d had one question: “How do I take a business that has been really, really tiny and how do I make that into a legitimate business?”

“That wasn’t a 100-word answer,” Lalemand said.

As part of this year’s trade show theme, “Recharge Your Business,” Lee Ann Szelog of Whitefield gave 15-minute attitude adjustments from the Shipyard Lounge. A motivational speaker and author, she said it’s easy to get sucked in to negativity.

Yes, unemployment is 8 percent, she said. “What’s the glass half full? Employment is 92 percent.”

She coached positive thinking and, when the mood strikes, standing up for a quick full-body shake like a wet dog, starting at the head.

“What’s the last thing that shakes? Their little tail,” Szelog said, demonstrating. “That’s one way to keep your momentum going.”

Bill Mitchell, CEO at GHM Insurance Agency, said he’d been hearing from real estate agents and temp companies that their business was starting to pick up. He’s also seeing it in some of the policies he writes for businesses’ based on sales and payroll.

“People are feeling recharged and are seeing some optimism in the economy,” Mitchell said.

His booth offered up squishy Alfac stress-toys. “Everyone loves the duck,” he said.

Nearly every booth handed out something with a logo, from pens and rulers to sweets, most with at least a loose tie-in to their company.

The Maine Turnpike Authority, with a costumed moose mascot, gave out moose-shaped cookie cutters. Community Credit Union gave out carabiner clips, a play on linking customers to the community.

Five County Credit Union offered a logo-printed back scratcher. The link between money and a good itch wasn’t obvious, but that didn’t matter.

“I am going to love you guys everyday,” a woman gushed, walking up to the booth, grabbing a scratcher and walking away.

“Five County’s there for you!” Tina Currie, business lending manager, called after her.