The 2012 SISO CEO Film Festival

The 2012 SISO CEO Film Festival
Title Sponsor
Titanium Sponsor
The Grand Del Mar, San Diego, CA
Sunday, March 25 – Wednesday, March 28, 2012
Dazzling Technologies • Daring Innovations • Diverging Markets
Platinum Sponsors
Platinum Supporter
Gold Sponsors
Silver Sponsors
Dazzling Technologies
Produced and Sponsored by
–––––––– Bio Badge –– Photographer –––––––––––––––––––– Industry Partners –––––––––

The
Grand Del Mar
San Diego, CA
Sun. March 25
through
Wed. March 28
2012
Dear Colleagues,
It is our pleasure to welcome you to the 2012 SISO CEO Summit and Film Festival. The Great Recession
is now behind us and world markets are growing at widely different rates. These conditions have caused
us to focus on the core question of how to navigate the challenges of an ever-changing global business
environment to drive a new generation of growth for our events, our companies, our customers,
stakeholders and industry.
To help us answer that question, we have built this year's conference around five key story lines:
Entrepreneurship, Globalization, Technology, New Business Models and CEO Insights. The members of
the Conference Committee have selected an aspirational theme that no doubt we all share; to develop,
own and run The Greatest Shows On Earth. An entertaining element has been designed around moviethemed
content and networking events and a high-tech stage for our distinguished cast of speakers. It's
been a pleasure working with the members of this year's Conference Committee-Neal Vitale, Tony Uphoff,
Denzil Rankine and Lew Shomer-as well as numerous other SISO members who we consulted as
advisors on this year's program. We thank them all for their service.
The CEO Summit brings owners and leaders from the global for-profit event industry together each year
to make deals, network and learn from one another. This year our CEO Summit features a blockbuster
cast of speakers and presenters. We're pleased to welcome CEOs and executives from the largest
exhibition organizers in the world, innovative single-event entrepreneurs, corporate founders and
company executives that are successfully applying technology, digital, social media and other unique
business models to the business of events. Please join us in thanking this amazing A-list group of
accomplished executives for sharing their time and insights with us.
The caliber of CEO Summit delegates and high-quality networking have become the hallmarks of SISO
events. Our sponsors contribute generously to assist in creating an engaging and fun environment for our
conference and business networking opportunities. We appreciate the support of the great destinations,
magnificent venues and high caliber service and technology providers that have sponsored this year's
event. They are truly best-in-class and we hope you'll join us in thanking them over the next few days and
learning from them how they can help you grow your business.
SISO meetings are well known for their open and sharing atmosphere, and its members for working
towards the common good of our industry. This meeting is your time to discover the newest
opportunities, share and capture the best ideas and, best of all, connect with old and new friends. We are
especially pleased to have many new SISO members from around the world who've joined us since last
year and encourage everyone to give them a great SISO welcome. Representatives of our domestic and
international industry partner associations are also in attendance, all of whom we thank for their
participation.
Finally, we'd like to thank every delegate for the special efforts you've made to attend this year's event.
This is your event and we hope you have a fun and truly exceptional business experience here at the
2012 SISO CEO Summit.
Now, let's get on with The Greatest Shows on Earth!
SISO
Kerry Gumas
Chairman
Lew Shomer
Executive Director

Sunday, March 25, 2012
5:30pm - 6:30pm – The Chairman and the Board of Directors
Sponsor Appreciation, New Member, Mentor
and Mentee Reception
Manchester Salon and Terrace
Sponsored by:
6:30pm - 7:30pm – Opening Night Reception
North Foyer
Sponsored by:
7:30pm - 9:00pm – Opening Night Dinner
Elizabeth Capella
Sponsored by:

7:00am – 8:00am
Elizabeth Capella
8:15am – 9:00am
9:00am – 9:30am
All sessions will be held in the Elizabeth Ballroom
Film titles are for reference to the sessions only and do not imply that these will be movies.
All are live performances by the people represented below.
Breakfast
Introductions
Star Trek
Sponsored by:
Written by AMR International, Produced and Directed by Denzil Rankine, Executive Chairman, AMR
International, New York, London.
STARRING
This documentary set in the year 2015 outlines winning exhibition strategies based
on CEO interviews from around the world, external benchmarks and industry
analysis. It's the Industry’s "what's in-what's out" summary and provides insight into
the direction of the Industry, where the growth opportunities are and the key issues
we face as captains of our own enterprise. This documentary will set the tone, posing
the serious questions that will be answered throughout the Summit.
Denzil Rankine
Executive Chairman
AMR International, New York, London
9:30am – 9:45am
Grand Illusion
This short documentary stars Jonathan Knee, Senior Managing Director of
Evercore Partners and Director of the Media Program at Columbia Business
School. In this intriguing look at the media industry based on Knee’s recent book,
The Curse of the Mogul: What’s Wrong With The World’s Leading Media
Companies, Knee dissects how the leaders of many of the largest media
companies have managed to underperform consistently for decades while
maintaining an illusion of success. This captivating story examines the structural
qualities of the trade show business that have enabled it to thrive during a period
of unprecedented media dislocation.
9:45am – 10:30am
The Lord of the Rings: The Twin Towers
All of Hollywood has been waiting for this blockbuster that brings together Mega Stars Mike
Rusbridge and David Levin, the leaders of the two largest publicly traded trade show companies as
they share perspectives on their different paths to success in a discussion with Jonathan Knee. In the
first segment of this trilogy, Mike Rusbridge structures the framework that established Reed
Exhibitions as the Industry’s global leader with the acquisition of Miller Freeman Europe in 2000. The
second episode blossoms in 2005 when David Levin, CEO of United Business Media, transformed
their business into one where more than half of
its profits were coming from events. The third in
the series will explore these two giants’
approaches to the challenges and opportunities of
the current dynamic environment. Mike and David
candidly discuss their approaches to acquisitions
and launches and will surely be up for Academy
consideration as they reveal their perspectives on
globalization, digitization and their experiences
trying to sell across media.
Monday, March 26, 2012
Jonathan Knee
Senior Managing Director
Evercore Partners
STARRING
David Levin
CEO
UBM
STARRING
Jonathan Knee
Senior Managing Director
Evercore Partners
Mike Rusbridge
Chairman and CEO
Reed Exhibitions

10:30am – 11:00am
North Foyer
Networking Break
11:00am – 11:45am
Sponsored by:
How to Succeed in Business without Really Trying
In this true to life drama, we visit the everyday lives of three entrepreneurs—Denise Medved, Todd
Brockman and Bridget Bray—and explore the ins and outs of how to raise money to fund their own
businesses in a world where traditional funding has gone underground. This film depicts the agony of
raising capital to bring a business to fruition and acquaints you with the harrowing details of seeing a
business grow and prosper to the point where they
STARRING
are able to explore a strategy to exit. Join these
three fearless visionaries as they share their highs,
their lows and what it’s like being an entrepreneur
in a capricious economic environment.
11:45am – 12:15pm
Moneyball
Baseball is often referred to as our national pastime. It’s a sport that seemingly transcends the
passage of time, with traditions and records that date back over a century. A sport that today looks
much like the game that your father, grand-father and great-grand-father watched during their youth.
But while the game on the field hasn’t changed, the way fans experience that game and the way
players are evaluated couldn’t be more different. High-definition video boards, dynamic pricing,
pervasive wireless coverage, replays on your mobile device and electronic tickets are just a few of the
innovations that fans have seen in the past decade alone. Today, players need to widen their focus
beyond on their batting average or ERA as teams are now watching, measuring and formulating a
statistic for virtually every move they make on the field.
STARRING
Starring Bill Schlough, SVP and Chief Information Officer of the San Francisco Giants,
leads a team that has been at the forefront of these emerging trends since the team
moved to AT&T Park in 2000. He will share his unique perspective on the role that
technology has played in bringing three million fans to the ballpark every year and
delivering San Francisco’s first ever World Series Championship in 2010.
Bill Schlough
VP and CIO
San Francisco Giants
12:15pm – 1:30pm
Elizabeth Capella
1:15pm – 1:30pm
Lunch and Annual Business Meeting
Sponsored by:
Krakoff Award Presentation
The CEIR 2011 Index
Bridget Bray
Organizer
BBNY Group LLC
Elizabeth Capella
Presented by: Doug Ducate, President and CEO, CEIR
Todd Brockman
Chairman
The Michael Bass Group
Denise Medved
President and CEO
The Tiny Kitchen, Inc.

1:30pm – 2:00pm
Get Him to the Greek
It’s a well-known fact that all celebrities know their power in film and on stage, but very few understand
the potential that the use of consumer products can have to reinforce their fame and broaden their
appeal. This dynamic look at the reality of celebrity marketing takes place at MAGIC, the world’s largest
gathering of fashion brands and retailers. Where celebrities are introduced to the opportunities in
connecting with the fashion industry. It’s not always easy to get the stars to align, but
with persistence, creative flair, judgment and the directorial talents of Advanstar’s
MAGIC Select Team, celebrities like Jennifer Love Hewitt, Denise Richards and Kellen
Lutz were drawn to MAGIC in 2011, where they were able to form rewarding
partnerships. Advanstar’s CEO, Joe Loggia narrates this star-studded look at real
Hollywood deal-making and the many opportunities that can be created by bringing
together celebrities, brands and retailers as they forge exciting new products and
programs.
STARRING
Joe Loggia
CEO
Advanstar
2:00pm – 2:30pm
Back to the Future
Veteran show producers Neal Vitale and Tony Uphoff collaborate on this unusual reversal of industry
trending. It has been recognized that the marketing world has evolved from being “opinion and intuition”
based to being “fact-and data-driven.” Therefore, we are entering a new phase of development, returning
to “old world” techniques and approaches. This methodology will allow us to see what still works and to
understand how to integrate such classic activities as printed brochures and direct mail with the new world
of email promotion, social media and on-site blogging. Carmel McDonagh, VP Marketing at 1105
Government Information Group, and Dan Melore, UBM’s VP Audience Marketing, will deliver a real world
scenario taking the best of the old and new to produce better results than could be achieved from either
alone. Do not reveal the surprise ending which is a powerful realization that a 20-something Marketing
Manager can be made to understand that there are more successful
STARRING
options than just online promotions, and that there is still value in
traditional techniques.
2:30pm – 3:00pm
North Foyer
Networking Break
Carmel McDonagh
VP Marketing
1105 Government
Information Group
Dan Melore
VP Audience Marketing
UBM TechWeb
Sponsored by:

3:00pm – 3:30pm CONTACT: The extraterrestrial nature of marketplaces
and the impact of social media
This is the story that follows social networks like LinkedIn, Facebook and Twitter over the last five years
as they have surfaced to define the significance of online communities for all kinds of useful interaction;
However, leveraging them toward effective business remains alien to most. There is no doubt that over
the next decade, these Social Technologies will fundamentally transform business as
we know it and dramatically affect the nature of trade show communities. Founded in
December, 2002 and launched in May, 2003, LinkedIn has become the standard for
professional networking interaction. Co-founder Eric Ly guides us through the story
behind LinkedIn, the challenges and opportunities of creating the successful
professional platform, and the parallel opportunities of applying social technologies
to face-to-face events.
3:30pm – 4:00pm
Austin Powers: International Man of Mystery
STARRING
Eric Ly
Founder and CEO
Presdo, Inc.
Austin Powers takes us on a magical mystical ride in this innovative interactive comedy, staring Hugh
Forrest, who has been the engine behind many of the great new ideas propelling South by Southwest.
There is no Minnie Me to thwart this long-time music-related extravaganza as it STARRING
expands to become one of the world's premiere digital destinations. Live the dream
as Hugh demystifies the recent growth of the SXSW Interactive Festival and shares
how the power of community has catapulted SXSW forward.
4:00pm – 4:30pm
It's a first day wrap!
Q&A with Denzil Rankine
Hugh Forrest
Director
SXSW
Interactive Festival
6:30pm – 9:00pm
Manchester Salon and Terrace
Reception/Dinner
Sponsored by:
9:00pm – 10:30pm
Aria Lawn and Pavilion
AfterGlow
Sponsored by:

7:15am – 8:15am Breakfast
Elizabeth Capella
8:15am – 8:30am
8:30am – 9:15am
All sessions will be held in the Elizabeth Ballroom
Film titles are for reference to the sessions only and do not imply that these will be movies.
All are live performances by the people represented below.
Sponsored by:
Denzil Rankine starts the day with a summary of day one
Double Indemnity
The past fifteen years provide the background for this gripping drama of strategic vs. financial partners, where media
and financial investors have focused on independently-owned events through a number of innovative investment
strategies. Now, as many of those companies are de-leveraging and exiting legacy publishing businesses, they are
revising integrated media strategies and re-evaluating the merits of single industry focus vs. industry diversification.
Outside the United States, exhibition-focused organizers have gained ground investing and launching aggressively in
the growth markets of Asia, the Middle East, Africa and South America as well as here in the U.S. Is it game-over for
U.S.-based producers or are we in the early stages of a renaissance and next generation of growth?
This story starts with super star Charles McCurdy, the entrepreneur, investor and operator, who weaves his way
through the maze of private equity finance as he did with Providence Equity Partners in October 2011. The story
begins with his sale of Canon Communications to UBM for $287 million the year before and continues with his
partnership with Providence and the $173 million acquisition of GLM in 2011, one of America’s flagship tradeshow
companies. Find out all the facts as Double Indemnity introduces veteran leading man Skip Farber, Co-founder of
the investment firm Carlin Capital Partners, to emerge as Charles alter ego. This brilliant former industry
entrepreneur, responsible for over $600 million in tradeshow and B2B media M&A transactions and the architect
of the acquisition and subsequent sale of the WSA tradeshow to ENK
International engages Charles in a gripping dialogue about strategies for
investment, growth and development in today’s changed market landscape.
This movie will leave you breathless as you are guided through the fastpaced
world of financing, investment, real-time ups and downs and
development strategies that have led to McCurdy’s continued success and
his outlook on the opportunities to grow a pure tradeshow platform that he
and his investors have for GLM and its flagship asset, the NY International
Gift Fair.
9:15am – 10:00am
Tuesday, March 27, 2012
Crouching Tiger, Hidden Dragon
Skip Farber
Co-founder
Carlin Capital Partners
STARRING
Charles McCurdy
CEO
GLM Shows
In China it's the Year of the Dragon and in India the Tiger is a protected species, but these two icons of BRIC are
just a part of the Global expansion that exhibition organizers see as opportunities to expand their Brands across
borders. This whirlwind adventure takes place on nearly every continent where there is investment being made,
from Las Vegas to Rio and Novosibirsk to New Delhi. The around-the-world look at where the opportunities lie
bring together a cast of the most adventurous entrepreneurs seeking new markets that have previously been
under-developed and underutilized. Starring Nancy Hasselback, Will Morris, Doug Emslie and, directed by Sandy
Angus, this ensemble brings out the best and most important ideas of why expansion into new markets is the right
choice for their companies and The
STARRING
Director’s Cut also dissects the do's
and don'ts about how to be successful
and avoid costly mistakes.
Sandy Angus
Chairman
Andry Montgomery Ltd.
Doug Emslie
Group Managing Director
Tarsus
Nancy Hasselback
President and CEO
Diversified Communications
Will Morris
CEO
Informa Exhibitions

10:00am – 10:30am
North Foyer
Networking Break
Sponsored by:
10:30am – 11:00am
DOUBLE FEATURE: Easy Money and Connected
This double feature is not for the faint of heart as investment in digital properties and technologies is
consuming just about everyone who is faced with the challenges of meeting demand and finding a way
to fund the investments.
To some it’s Easy Money to others just a gigantic Money Pit. These two veteran actors seem to play off
each other as one has the weight of a large corporate support team leading the field of monetizing digital,
while the other, an entrepreneur, looks to evolve a profitable pathway by staying Connected through the
use of Community.
UBM TechWeb CEO Tony Uphoff takes us on a journey of aligning their conferences and trade shows
with digital media brands and launching digital products and services from events. Bowen Dwelle plays
the founder and CEO of Admonsters and provides the entrepreneur’s perspective on creating digital
products and services, because Community is Necessary! The film delves into the strategies of these
two companies where Admonsters believes community not only improves our personal and professional
lives, but that a functional professional community is a requirement for an industry and/or a craft to
evolve and advance to its highest potential. Professionals need to
meet each other, find and learn from mentors, become mentors
themselves, solve problems, create and find solutions, develop
policies, experiment and test theories, and launch and promote
products. Community is Necessary and it’s a way to make easy
money but it's all through connecting the dots. This Double Feature
will serve as bookends, showcasing two paths to digital revenues and
profits for event producers.
Bowen Dwelle
Founder and CEO
Admonsters
STARRING
Tony Uphoff
CEO
UBM TechWeb
11:00am – 11:30am
The Three Musketeers
The Industry is looking for heroes and, from the producers of many thousands of shows, ESCA brings
together a forum that modernizes the sanctity of the Three Musketeers. Starring Joe Popolo, CEO of Freeman,
Paul Dykstra, CEO of Viad (GES) and Marty Glynn, CEO of Metropolitan Exposition Services, these three
daring executives will challenge all comers as they change the face of the Industry’s service providers and
become partners delivering exceptional value to organizers and exhibitors. New technologies are driving
outdated procedures into the history books as General Service Contractors continue to develop improved
services resulting in cost efficiencies
STARRING
and customer satisfaction. Leading
man Larry Arnaudet orchestrates the
Musketeers through their paces in
this modern version of how partnerprovided
customer service is no
longer a four letter word.
Larry Arnaudet
Executive Director
ESCAR
Paul Dykstra
CEO
Viad
Marty Glynn
CEO
Metropolitan Exposition
Joe Popolo
CEO
Freeman

11:30am – 12:00pm Wrap up and Q&A with Denzil Rankine
12:00pm – 5:30pm Golf Tournament
Transportation to the Grand Golf Club from hotel main entrance.
Lunch will be served at the Club.
Sponsored by:
12:00pm – 1:15pm Lunch
Manchester Salon and Terrace
1:15pm – 4:30pm
Tennis Court 1
Tennis Tournament
Hosted by:
1:15pm – 4:30pm
On the Aria Lawn
Croquet and Bocce Ball
Sponsored by:
6:00pm – 7:00pm
Manchester Salon and Terrace
Awards Reception
Hosted by:
7:00pm – 9:00pm
Elizabeth Ballroom
Closing Night Dinner
Co-sponsored by: