Producer/Owner: UBM Electronics/ARM Holdings What: Annual trade show for the electronic and computer design industry, focusing on ARM architecture Where: Santa Clara (Calif.) Convention Center Date 2011: Oct. 25-27 Date 2010: Nov. 9-11 2010 floor space: 4,500 sq. ft. 2009 floor space: 3,500 sq. ft. No. of attendees in 2010: 2,575 No. of attendees in 2009: 1,670 No. of exhibitors in 2010: 67 No. of exhibitors in 2009: 57 Producer comment: “We increased the number of reasons for people to attend,” said David Blaza, VP-UBM Electronics. “The audience had to be split to make it coherent for attendees and exhibitors.” Exhibitor comment: “We had two speaking opportunities [in addition to a booth],” said Wendy Matthews, director of corporate marketing at Marvell Semiconductor. “It was a multifaceted way to communicate with two levels of our customers.” Breakdown: UBM Electronics put its event management experience and industry presence to work for the 7-year-old conference last year, helping ARM Holdings rebuild the event as its core processors gain traction in new markets. Organizers segmented the event, devoting the first day to an audience segment that required an emphasis on educational sessions, then focusing the following two days on an audience with a strong interest in both education and exhibits. Attendance jumped almost 55%, the number of exhibitors grew and early signals indicate that the event will continue to grow this year. —C.W.