ESTA Announces Alliance with NAMM to Expand the NAMM Show through a Special Focus on Live EventsESTA, the Entertainment Services and Technology Association, a non-profit trade association based in North America, announces an alliance with the National Association of Music Merchants (NAMM) to work with it in expanding the hugely successful NAMM Show to include a special focus on the live event technology community. The show annually welcomes more than 100,000 professional attendees from 139 countries. This opportunity was made possible by the addition of a new building coming online at the Anaheim Convention Center, where the sold-out show is held every January. The additional space will allow the 2018 NAMM Show to offer the event technology industry a diverse show floor, robust professional education, and a series of relevant networking events. Hall A of the convention center will be transformed into a controlled environment, ideal for showcasing lighting, rigging, and staging products and services. Professional development opportunities, as advised by ESTA, will offer career-enhancing topics and education sessions designed for both established and emerging entertainment technology professionals. The convention center's arena will provide a multitude of demo and hands-on opportunities to delve into each facet of entertainment technology. Jules Lauve, president of ESTA, explains why the association was eager to work with NAMM. "In all our discussions with NAMM it's been very clear that, as a similar non-profit organization, they share the same values as ESTA. They continually look for ways to re-invest back into the industry, and their commitment to education particularly caught our attention. Show attendees pay a low $25 admission fee and can take advantage of almost all the diverse educational offerings free of further charge. We were also struck by how similar our cultures are. Like ESTA, NAMM's members and staff have a real passion for what they are doing and the industry they are part of." "Our alliance with ESTA strengthens our shared commitment to providing live event technology professionals with the best-in-class education and networking to grow their careers," echoed Joe Lamond, NAMM president and CEO. "NAMM members are involved in the complete spectrum of the global music ecosystem and with ESTA, we deepen our commitment to the industry through hands-on education, a multitude of demo opportunities, and reinvestment in the community through our 'Circle of Benefits' model." Representative of the association report ESTA believes this alliance will help its members reach new markets for their products and services. Long-time NAMM attendees come from the worlds of education, houses of worship, music production, special events, and more. Entertainment technology industry professionals new to the show will be drawn by its convenient Southern California location, free educational opportunities, and the ability to make new contacts across industry segments. Lauve stated, "This alliance will provide ESTA with some of the critical funding we need to keep our Technical Standards Program and the Entertainment Technician Certification Program (ETCP) operating. These programs benefit everyone in the industry and we hope you will show your support for this new relationship and take advantage of these exciting new opportunities by attending or exhibiting at The 2018 NAMM Show." ESTA's members are responsible for creating some of the most important programs in the entertainment technology industries including the Technical Standards Program, ETCP, and Rental Guard. Membership in ESTA supports: increasing safety through the development of standards and certifications; educating members and providing business resources to increase profitability; representing the interests of the industry to government, regulatory bodies, and related industries; and raising the bar for ethical and professional behavior. 
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