No one asked, but let me just go on the record here and say that this is a pretty bad idea. A public show needs to be built from the ground up to serve the public. A trade show needs to serve the needs of the industry. I think the years of CES having public days back when the games were there and the ease with which people were able to get into E3 in the past have effectively proven why the two can't mix.
For one, the games that a publisher would be willing to show off to the press and retail buyers are usually pretty different from the games that a publisher would be willing to let the public play. A rough demo that might occasionally crash is fine for me--I've certainly seen my share of underwhelming first demos over the years, and some of those games went on to be, like, one of the greatest games ever.
But a guy who came to this convention because he heard that they had "the video games" there, which doesn't have as much experience with unfinished games, is likely to just walk out of there thinking "well, that game's busted!" Guys like that would probably outnumber the intelligent, well-informed quotient of people like yourselves, who probably read enough about pre-release games to know that they usually don't look so hot, but they almost always get better when they're done.
So the way to combat that is to have more polished demos, which in turn requires the developers to spend even more time spit-shining a demo instead of working on their final product. That doesn't seem like a very good solution, either.
The only way I can think of making this work is to provide a separate, concurrent show floor for the public. Publishers with games they feel comfortable letting everyone try could go there, while the rough or secret stuff stay behind the closed doors they've always been behind. But at that point, there's very little reason to combine those two things into one show.
So keep E3 as a summer, trade-only show. In fact, it needs to be moved back to May so that games can actually be announced there. July is a little too late in the year for that.
And then set the LET THEM COME show(s) for later in the year, when it's more likely that there will already be enough cleaned-up portions of the games on display to perhaps require a little less work to get them ready. Like September or October.
Seeing as how PAX has grown into a show that's nearly 60,000 strong, it's not hard to envision the ESA and anyone else with a budget trying to come in and steal the market away. It'll be interesting to watch this space for the next couple of years and see who tries to step in, and to see if PAX can hold on to the top spot.