TBT: The things that we miss this season
September 11, 2014
Appropriately enough, part of my well-worn collection of identity theft for ThrowBack Thursday rests in a leather briefcase, another bygone icon of trade show seasons.
This is the time of the year when we got to know each other better -- or for the first time. August and even September hosted annual conferences from Interex, yearly meetings that were an oasis of handshakes among the dusty flats of telephone calls or emails. We'd gather up a badge like one of these in my collection. I come from Depression-Era hoarders, so too much of this kind of thing still lingers on the shelves of my office.
Look, there's the trademark ribbon, colored to let an exhibitor know who was coming down an expo aisle. Often red for the press, because we were supposed to be the megaphones to the countless customers who couldn't come to chilly San Francisco (four times, on my tour of duty) glittery hot Las Vegas (where a waterpark hosted the signature party), or even the gritty streets of Detroit (scene of thefts from the expo floor, among other indignities. We pulled up to Cobo Hall there to see banners for Just Say No to Crack Day, with a phalanx of school busses parked outside. You can't make this stuff up.)
On my first annual conference trek, we took an artisanal booth to the basement expo hall of the Washington DC Hilton. This was an Interex with an HP founder as keynoter, but David Packard wasn't CEO at the time. He had worked in Washington as US Deputy Secretary of Defense while the 3000 was being created, a good post for someone who'd launched the most famous test instrument maker in the free world. (Yes, that's what we called it during the Cold War.) The HP Chronicle where first I edited 3000 stories had never taken a booth to a show before that week in September, and so we had one built out of 2x4s, birch panels, hinges and black carpet, so heavy it required a fork lift just to get it onto the concrete floor. That was the year we learned about the pro-grade booths you could check as luggage, instead of ship as trucked freight like a coffin.
Hey, there's a set of classic computer platform ID stickers, along the bottom of that '89 nametag. HP was calling its PC the Vectra at the time, another example of the company learning its way in the marketing lanes. You wore these to identify each other in a crowd, so you could talk about, say, the Series 100 HP Portable line. If somebody didn't have your sticker, you could move on. It was all about the conversations -- um, sort of in-person Facebook post or Twitter feed. Except what you said couldn't be repeated to 100 million people in the next minute.
There were ways to stand out, if you were inventive. Not necessarily like the buttons (Always Online! was the new 3000 News/Wire) or even the handsome pins (see one attached to the red ribbon of the HP World '96 badge.) You might have little wooden shoes pinned to a ribbon, so people would come by your Holland House software booth and pick up a pair for themselves. People gave away things at these events from glow in the dark yo-yos to chair massages to Polaroid snapshots that you posed for wearing headbands, flashing a peace sign in front of a '60s VW Bus.
The show in '96 was notable for being the first that didn't bear the user group's name (Interex had struck a deal to call its event HP World) and being the only conference with a football-field-sized publicity stunt. We'd just finished our first year of publication and decided to sponsor the lunch that was served to volunteers putting up the World's Largest Poster on an Anaheim high school field. The booster club served the lunch to the 3000 faithful; some took away a souvenir sunburn from walking on the white panels in Southern California's August.
There are still trade shows in HP's marketplace, but all of them are run by HP with user group help and speakers. The trade is in secrets as well as techniques and sales strategies. It's been nearly a decade, though, since a hurricane postponed a show -- and that wasn't the only annual meeting to face the wrath of a storm. That's what you risk when you meet in August and September, and your moveable feasts include stops along the Gulf of Mexico.
It was tough work, hosting these things, and the details were massive. Interex had a pair of conference marvels who sold and organized everything put the track of presentations, tightly sculpted by user group volunteers. But even things like Mellennium (sic) could make their way onto a show badge -- or in the case of the Toronto conference where we launched the NewsWire to everyone's surprise (including our own), ferries to take a very hungry crowd to the included supper on the island airbase just off the city's lakeshore. The boats were so crowded that few could see the fireboats along the way, chartered by Interex, to shoot off water salutes to guide our way. It may have been the only conference supper ever to be catered on an island. Down the street from the expo hall, Microsoft had hired an acrobat to rappel down the side of CN Tower to help launch Windows 95.
Along the way, I was lucky enough to shake hands and write during 20 annual North American user group shows whose setting was among these months. It all ended for us Interex members in a finale of 2004, as the group couldn't make it onto the shoreline of another yearly conference to put it into the black for the rest of the year. The next year Interex canceled its show, while Encompass and HP tried to collaborate to debut the HP Technology Conference in New Orleans. 2005 held even worse luck than 1992, though, because Katrina ripped apart the Big Easy, pushing this replacement event into Orlando one month later.
Now the annual North American conferences for users and the user groups are held in more certain climates, even while the future of enterprise computing is far less assured for HP customers than it was in these be-ribboned times. Those who still operate with HP-UX and VMS have got some thinking to do about their future platforms, but weathering the show forecast is a no-brainer. HP Discover is held in Las Vegas in June, where the only question is how soon will it get to 100 degrees. OpenVMS Boot Camp gets reborn at the end of this month in New England. There might be rain, there might not. But an event to scatter a conference is as unlikely as finding another one devoted solely to the needs of HP-crafted enterprise OS technologies.