Can we get a group rate discount there, cuz $100 a night is a lot of money for some of us traveling 5+ hours already.

The GPAF rate is already discounted at the Embassy Suites. But there are other hotels nearby that are less expensive. If you plan to display your equipment, then you'll definitely want to get a room at Embassy Suites. But if not, you could always get a nearby hotel and just come visit the show. There is no entry fee for attendees or exhibitors.