I'm an executive member of a moderate sized herp society in Edmonton, Alberta and in my experience the operation is as simple or as complicated as the group wants to make it. First things first, and that is to set up a meeting place and contact those people who may be interested. This may be in one of the vet clinics you described or someone's basement, or if your confident enough that membership $ will come in right away you can rent a hall (I'd wait a bit on this last one). Depending on how many people arrive, you can elect an exec, which generally consists of president, vp, secretary, treasurer, and newsletter editor /- promotions person, whatever positions you think may be necessary. This at first is just to set a little organization to some tasks, like deciding if you are to be a non-profit org. and then researching how to become one ect. Don't rush into all the details at first, just enjoy the get together, encourage show-and-tell, maybe ask the herp vet to do a presentation on herp parasitology or diseases ect. I"m sure once people get together on a regular basis all the specifics will be brainstormed together. A good goal for a first meeting is to set a mandate. Will this society be focused on conservation? Care and Husbandry? Breeding and Sales contacts?
After some sort of organization is evident, our society spread small posters advertising meeting locations for all those interested.
Our society here is now 10 years old and we finance any endeavors (mainly reptile rescue, but also field trips, BBQ's, conservation donations, website) with bi-annual shows that are just a blast to put on. Everyone shows there pets, and some people come from all around to sell offspring and merchandise. Meeting the public is so much fun. Generally 2000 people attend each of our shows. It's everything from that first snake touch to meeting professional biologists who happened to pass by. Just great... Okay, so I"m a fan of the shows, but for your society, just do what makes the majority happy and everything will take care of itself.
Our website if interested is www.edmontonreptiles.com
It's nothing super special but it's neat and serves it's purpose for now. My email is editor@edmontonreptiles.com if you have any further questions about our society specifically.