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PLASA Focus, First Such U.S. Event, Opens February 22

PLASA Focus, the first in a new style of regional events, opens in February 22, 2012 at the Austin Renaissance Hotel, in Austin, Texas. It will showcase the industry's hottest technology, spotlight the region's exciting lighting designers and sound engineers, provide free training opportunities, and feature the dealers and distributors who make Austin a leading community in the live music market.

The two-day exhibition and education program has been designed to shake up the traditional trade show model.

"When we launched the first PLASA Focus event in Europe, we wanted to create an event that was all about people," says PLASA CEO Matthew Griffiths. "We have three goals: to take the stress and expense out of exhibiting, to open the floor up to new types of companies, and to create regional events for regional communities."

The Austin Focus allows local production companies and rental companies to join the show floor for the first time, and organizers PLASA Events have put regional dealers at the top of their list of people to please.

"By bringing the event to the community in Texas, we hope to attract busy people who wouldn't ordinarily be able to travel long distances to attend trade events," said Griffiths. Showing their commitment to this inclusive ethos, PLASA Events will provide free entry, free refreshments, and a two-day program of free educational seminars.

"Giving people the opportunity to develop their professional knowledge is key to the success of this event," comments Griffiths. "We're creating an opportunity to talk about the choices behind major projects in the region, from the Austin City Limits studio and The Long Center to seminars as broad and far-reaching as the use of lighting in Hollywood."

Each seminar is designed to give insight into some of the most innovative audio, lighting, or video projects or techniques. Confirmed seminar sessions include a special discussion with Austin City Limits lighting designer Walter Olden and his team on the topic of designing the home of America's longest-running live music series, and a lively discussion about the renovation of the The Long Center for the Performing Arts, led by lighting supervisor Todd Drga. Another scoop for PLASA Focus is Josh Thatcher. One of the top lighting control programmers working in Hollywood today, his credits include Iron Man, The Girl with the Dragon Tattoo, Pirates of the Caribbean: On Stranger Tides, Thor, and Star Trek. He is currently working on the next Star Trek film, directed by JJ Abrams. Thatcher is taking a day off to fly to Austin, his home town, to discuss, using photos and video, some of the incredible lighting effects that he has been central to creating.

PLASA Focus: Austin 2012 is the first regional event to be organized by PLASA in North America, and a major factor in the much-talked-about 'new style' is the fact that the show will have a very distinctive look, marking a complete departure from pipe-and-drape and exhibitor-built booths. "A diverse show floor makes for a vibrant and interesting exhibition, but many companies tell us that they don't exhibit because it doesn't make sense for them to try to compete with huge manufacturer booths," comments Griffiths. "Our solution has been to give everybody the same pre-built booth on the same size plot. This means regional companies can exhibit alongside large global organizations, and visitors can meet a greater range of companies."

Happily for exhibitors, the new pre-built booth system also vastly reduces the work that goes into organizing booth space and saves as much time as it does money, both big hits in this economic climate. Need proof? The new model has been so popular that Austin's sister show in the north of England has sold out six months in advance.

In a fitting finish, exhibitors and visitors are invited to watch a live concert at the venue, performed by Devon Allman's Honeytribe, with support from industry rockers The Swingin' Johnsons. The brainchild of Texas lighting guru Richard Cadena, the concert is designed exclusively by Austin's new talented lighting designers and sound engineers, and production-managed by Ola Melzig, whose credits include several editions of the Eurovision Song Contest.

All those wishing to help to design the concert are advised to register via the website as soon as possible, as places are strictly limited. Sponsors who can provide lighting, audio, or video gear are currently being sought.

Visitors should register for their visitor badges online to be the first to receive major new announcements in the weeks ahead.

WWWwww.plasafocus.com/austin


(4 January 2012)

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