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INDUSTRY NEWS APEX Continued from page 15 >> Here’s a recap of locations and dates, in case you are now keeping score: Year Location Date (Exhibits) 2000 Long Beach March 12-16 2001 San Diego January 16-18 2002 San Diego January 22-24 2003 Anaheim March 31-April 2 2004 Anaheim February 24-26 2005 Anaheim February 24-26 2007 Los Angeles February 20-22 2008 Los Angeles February 19-21 We think the hallmark of a good event is to keep a similar date and location. After every change in venue, there is a learning curve for the sponsor, for the exhibitors and for the visitors. The only venue that APEX has booked long enough to overcome that curve was in Anaheim. Now we’ve begun climbing up the learning curve again. Yes, we realize that the Anaheim Convention Center told the IPC not to return because the show didn’t bring in enough money. A Fizzler As it turned out, Intel Corp. took over the Anaheim dates for an event that reportedly fizzled. After stumbling around dates for five years, finally, in 2005 it appeared IPC had finally locked into mid-February. Now if they can only keep the same location! The rarely lamented NEPCON West show kept virtually the same dates (beginning of March) and same location (Anaheim Convention Center) for nearly all of its 30 plus years. That said, the Los Angeles Convention Center didn’t turn out to be as bad a choice as we expected. Downtown L.A. has undergone a renaissance over the past few years and the Convention Center is a major beneficiary of gentrification. Wandering Around We complained loudly about the lack of proper signage directing us to the show. Although the IPC shows only used one large hall, the LACC has four of them, with directional names. We were wandering around West Hall (visions of SEMICON West!) for 10 minutes before realizing the show was in South Hall (or was it North Hall)! My pal, Joe Marcello, a retired veteran of the semiconductor packaging industry and attendee/speaker/exhibitor at zillions of trade shows in almost every niche of the world, barked to me, “They’d never get away with this lack of signage in Europe, Ron!” Keynoter astronaut Buzz Aldrin describes his space flight while IPC captures the moments on video. Joseph Fjelstad is at Dr. Aldrin’s left. In fact, poor signage, while it seems a simple matter that I have already spent too many words on, has been one of the chief complaints at SEMICON West every year! It’s typically these little annoyances that people remember. In addition to exhibits, of course, were the technical papers and the keynotes. The celebrity speaker was astronaut Dr. “Buzz” Aldrin. We understand it costs about $30,000 to hire Buzz as your speaker. Perhaps the IPC could have spent a few of those dollars on signage and gotten someone closer to the electronics industry as the keynote for a few dollars less, or free. ■ F&K Delvotec North America, 27182 Burbank Foothill Ranch, CA 92610, phone 949/595-2200, fax 949/595-2207 26 Chip Scale Review ■ March 2007 ■ [ChipScaleReview.com]
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