Digital Signage Universe

Strategy Institute's Digital Signage Technology Summit

LAS VEGAS, NV– June 27, 2008— Strategy Institute events are well known for providing strategic business information and executive education to decision-makers. Their events provide an opportunity for concentrated learning, networking, and information exchange on focused topics. When Strategy Institute turned its attention toward the topic of digital signage it attracted many high-quality presenters across corporate, government, education, and retail sectors.

The Digital Signage Technology Summit was a two-day event held at the Las Vegas Hilton in conjunction with InfoComm on June 16th and 17th. The event brought together a broad range of end-users from universities, hospitals, retailers, communication firms, and systems integrators looking to increase their knowledge base regarding the planning, installation, and maintenance of digital signage networks. Lyle Bunn, strategy architect, BUNN CO., who's company provides strategic and business counsel to investors, operators, suppliers, and end-users of digital signage and dynamic out-of-home media, moderated the event.

DAY 1

The event's keynote address was given by David Keene, Executive Editor of Digital Signage Magazine, "Digital Signage 101—Overview, Benefits, and Key Elements" provided the foundation for the meeting. Mr. Keene's speech touched on the key market drivers for digital signage, the current market size and future projections, and how digital signage has affected the media mix for both ad buyers and consumers.

The Digital Signage Technology Summit included many end-users from colleges and universities looking to deploy digital signage on their campuses for security and communications. A panel discussion on "Emergency Alert and Notification: Integrating Digital Signage as Part of the Overall Response Program" received great interest. The panel included Paul Cell, Chief of Police, Montclair State University; Stephen Abrams, Emergency Management Coordinator, Penn State University; and Alison Kiss, Program Director, Security on Campus. Case studies were presented by Penn State and Montclair on their use of digital signage systems to supply real-time messaging to inform students, faculty, and staff of emergency situations.

The Hardware Analysis Panel was a highlight of the afternoon session featuring Sanju Khatri, Principal Analyst, Projection & Large Screen Displays, for iSuppli Corporation. Some key findings from her presentation included a 40% compounded growth rate projected through 2011 for flat panel sales. Large increases are also projected in global deployments of digital signage for the retail and education sectors, with a projected decline for more established sectors such as transportation. Another aspect of the panel was an in depth presentation on understanding the key technical differences between Plasma, LCD, LED, and Projection Systems for use in digital signage applications given by Tony Turiello, General Manager, Sports & Entertainment for Panasonic Systems Integration.

DAY 2

After processing the information from the first day of the Summit we were now ready for the next phase— Finding the right partners to successfully implement a digital signage network. Several case studies were presented covering corporate communications, public venues, hospitals, and universities. A highlight for us included an excellent presentation by Mary Hood, CEO of Digital Roads Inc., a Colorado-based systems integration company. Digital Road's presentation, "Request for Proposal: Formulating the RFP for the Best Results" was a step-by-step methodology for building a concise RFP that included the basics for setting objectives, establishing requirements, developing budgets, and managing vendor relationships. Of particular interest were her suggestions on avoiding costly deployment mistakes that included hiring qualified vendors, avoiding compressed timelines, vague or open-ended requirements, and ineffective communications between clients and vendors.

After you have deployed your digital signage network, how do you know that it's effective? A case study presented by Paul Bleimeyer, Manager, Media Support Services for the Mayo Clinic answered that question by demonstrating several key facts and technologies. His presentation "Strategies to Measure the Effectiveness of a Digital Signage Network" demonstrated several methodologies that validated the usefulness of digital signage networks. Some key points included proof of play reports, a comparison of cost (CPM) comparing print-based campaign response to that of digital signage-based campaign response, audits and surveys from companies like Arbitron and Nielsen, and Eye Gazing. The Eye Gazing discussion included a demonstration of TruMedia's technology for anonymously observing and recording data on dwell time and eye tracking to determine if the content being displayed is working effectively. The TruMedia system is capable of identifying the gender and approximate age of the viewer and generating detailed reports.

How do you find financing for your digital signage project? Everyone has interest in finding the right partner to help navigate the financial landscape of loans, leases, convertible debt, private and public equity. Bernie Shimkovitz, CEO and Director of Alliance Financing Group presented "Innovative Debt Financing Techniques to Raise Funds for Your Digital Signage Project". The presentation provided valuable insight to the many options that are now available to fund projects in the emerging digital signage market. Alliance has provided its clients with an array of financial structures and has financed projects from $1500 to $90,000,000.

M&A activity is surging in Digital Out-of-Home industry given that its the fastest growing media in North America. If you missed Strategy Institute's Digital Signage Technology Summit, there will be another SI event held in New York on Tuesday October 7th and Wednesday October 8th, 2008.

The 3rd Annual Digital Out-of-Home Media Investors Conference. This event is specifically designed for the Founders, CEOs and CFOs who are looking to make strategic acquisitions, raise money or sell their company... Learn more

Movable Type— 560 Displays Are Suspended in Two Identical Arrays

While not exactly a digital signage installation, we thought this story would be of interest to many of our readers for its concept and execution.

Located in the central corridor of the recently completed New York Times Building’s ground floor lobby, Moveable Type is a media arts installation that consists of 560 small displays that are suspended on wires in two identical arrays. Each array consists of 7 rows and 40 columns of vacuum fluorescent display screens (VFD) measuring 4 1/2 inch by 8 1/2 inch each. VFDs are an old technology originally developed during the 1960’s in the form of vacuum tubes. Because of their durability, VFDs are still in use today, mainly in cash registers, microwave ovens, and gas pump systems.

Movable Type is essentially a living, breathing organism. The installation is in a constant state of flux, because it reflects the up-to-the-minute production of the news. The installation draws its content from three sources: a live feed from The New York Times, capturing text and data in near real-time as the information is published; the activities and comments of visitors to The Times’ Web site; and the complete Times archive dating back to 1851, all provide input to the work. Patterns and images are also displayed on the system, for example, outline drawings of all 50 states were displayed during our visit.

Movable Type displays fragments such as quotes, details, questions, numbers, and places from The Times’ real-time news database and to combines these fragments into a series of kinetic compositions using algorithms developed by Ben Rubin and Mark Hansen. Each display unit also contains an audio interface, a speaker and an audible relay, enabling it to produce a variety of small sounds. Ten small full-range speakers mounted near the floor provide ambient background sounds.

The concept and production was developed and managed by New York-based media artist Ben Rubin, founder of EAR Studio Inc, and Mark Hansen, Associate Professor in the Department of Statistics, University at California at Los Angeles. The design was coordinated with the architects of The New York Times Company building, Renzo Piano in Paris, in association with FXFOWLE Architects in New York.

Virgin Entertainment Group's Mega TV

Virgin Entertainment Group announced a nationwide rollout of a new in-store digital signage network called Virgin Mega TV last February 2008. The initial rollout included more than 400 screens at 10 locations including Virgin’s flagship store in New York’s Times Square. The announcement coincided with the start of the installation, photos were not available at the time. We thought we would follow up on their announcement to show some of the final results.

The Times Square location is a technological showcase that underscores Virgin Entertainment Group’s embrace for the latest in digital retail technology. The store already featured several innovations before the addition of the new digital signage network. Following a refurbishment of the space in 2005, Virgin deployed 150 IBM Anyplace Listening Station Kiosks. The kiosk system enables the on-demand previewing of thousands of CDs, DVDs, and game products. 2005 also included the addition of a GroundFX interactive floor projection system from GestureTek. The GroundFX system translates body movement into interactive multimedia that is projected onto the floor’s surface. A 5-foot Epson Digital Banner system was also installed above the DVD section of the store this past January.

Virgin’s Mega TV network is made up of 40 screens and is visible from almost any angle. The screens used throughout the deployment are all Sony LCD displays with black bezels and are mounted in arrays around the store. The storefront’s windows feature a cluster of displays and a projection system that captures attention from the street. The Times Square location is a tri-level space with and escalator cutting through the center. Several displays are mounted vertically along the escalator’s path to attract attention. Digital wayfinding screens are also mounted in portrait mode at each escalator landing throughout all three levels.

A massive 8’4” x 15’7” ProStar LED Display from Daktronics is suspended against the back wall of the main floor. The display is playing full screen video and is one of the first things that you’ll notice when you walk onto the main floor of the space. The combined effect of sound and video creates an atmosphere of high energy without overload.

  
  
eVision Content

Content for the network has been developed and managed by eVision, a provider of digital signage content for the out-of-home advertising and entertainment industry. Some of eVision’s clients include McDonald’s, Hard Rock Hotels and Cafes, JC Penny, and Levi Strauss. The network’s content is managed using BroadSign’s Sotware-as-a-Service (SaaS) solution, BroadSign Suite to drive content across all 10 locations.

The network features an 8-hour mix of entertainment, music and movies previews, games, books, electronics, and fashion accessories all displayed in high-definition and updated daily.

"The Virgin Megastores have always been about innovation and evolving the retail environment to meet the needs and desires of our customers," said Dee McLaughlin, Vice President of Marketing, Virgin Entertainment Group, North America. "With the launch of Virgin Mega TV we are continuing that commitment. We are excited about the new technology that allows us to have a 'live' show playing in our stores."
  
  
The Only Thing Constant is Change...

Oddly enough, after having concluded this story we have just learned that Virgin's Megastore in Times Square will be closing in the first quarter of 2009, according to Reuters. The Reuter's report states that Vornado Realty Trust and The Related Companies bought Virgin Megastores North America last year. "We bought the Virgin business to wind it down to get a hold of the real estate," said Sandeep Mathrani, Vornado's executive vice president and head of its Retail Real Estate Division. Virgin pays only a $54 per square foot when the market rent in the area is about $700, Mathrani said.

Showcase Cinema De Lux Selects Beaver Group for Luxury, State-of-the-Art Cinema

The New $59 million, 12-Screen Showcase Cinema De Lux
Provides a First-Class Customer Entertainment Experience Within
the New Westfield Shopping Centre in Derby, UK

Beaver Solutions, part of the Beaver Group has provided the digital signage solution for the new Showcase Cinema De Lux (CDL). Showcase CDL wanted to enhance the customer experience and used digital signage as part of the solution. With digital signage, posters, menuboards, and box office screens are clearly displayed and can be easily updated.

Showcase is part of the US-based National Amusements, and specializes in luxury, state-of-the-art cinemas creating an exciting lifestyle destination. Showcase CDL Derby has created a high quality experience for its patrons, which sets them apart in a highly competitive market with the addition of this luxury cinema. Showcase currently has 19 cinemas across the United Kingdom.

Beaver Solutions installed 47 Sanyo 42" LCD panels, which display content for the box office, concessions stands and movie posters throughout the cinema. The screens are mounted using Vogel brackets, in landscape and portrait positions and the RGB signal is delivered to the screens using structured cabling with Scion Pro9000 transmitters and receivers. The content is dynamic, interchangeable and independent on all 47 screens and six projectors, providing a flexible signage network.

All the content for the screens is managed by Beaver Solutions using Scala InfoChannel 5, which is the latest edition of the most widely deployed digital signage software in the world.

Luxury is a key part of the Showcase CDL brand and with this in mind, Beaver Solutions produced a wide variety of rich, vivid content for the screens. All the content was produced in-house by Beaver Solutions, working closely with Showcase CDL to promote the premier brand. High-definition videos of the concession products were shot by Beaver and form an integrated part of the menuboard’s content.

Up-to-date film times and ticket availability is displayed on the five box office screens, which are automatically kept live from a data server. Important or promotional messages can be fed through to any of these screens using tickers or full screen display. The digital signage screens used in the corridors move through a number of upcoming titles, as well as display high-definition movie trailers. A way-finding system on the screens is used to guide patrons around the cinema.

This was a great opportunity for us to work with a company that had a clear vision of what they wanted to achieve, and I think Showcase has ended up with a one of the best cinemas and digital signage installations in the UK.” – Peter Critchley, Managing Director, Beaver Solutions

Showcase CDL has created a dynamic, luxurious and immersive experience for the cinemagoers. From conception, to opening day and with ongoing support, Beaver Group is proud to be working with Showcase CDL on this rich, dynamic digital signage solution, helping to provide a premium cinematic experience.

For more information about Beaver Group, please visit their Web site at: http://www.beaver-group.com

EnQii— Seamless Integration of Strategy, Content, and Technology

EnQii is a global leader in the digital out-of-home media market with offices in New York, Toronto, London, Dubai, Hong Kong and Shanghai. As one of the world's truly global companies, EnQii currently services thousands of locations across 14 countries.

Some of their clients include: Liberty Travel, Toys 'R' Us, Dillard’s, Fred Meyer, CBS Outdoor, J C Decaux, UA Cinemas, Sheraton, Hertz, and MGM/Mirage through the Casino Channel Network.

EnQii couples a deep understanding of customer behavior in different out-of-home environments with its powerful media technologies to provide clients with fully managed solutions that will grow and remain critical to their overall customer communication strategy for many years to come.

"With more than 100 corporate clients, lighting up thousands of screens daily, EnQii is a global leader in the use of innovative media, services, and technologies for out-of-home digital media markets," said Ajay Chowdhury, Chief Executive Officer of EnQii.

Here are three of EnQii’s digital in-store solutions to distinct communication challenges.

Liberty Travel’s Digital Screen Media Network

Liberty Travel is one of the nation’s largest and most successful travel agency networks with retail stores in 204 US neighborhoods along the East Coast and in Florida.

EnQii provides a digital media solution for Liberty that greatly enhances the customer experience while also providing increased revenue streams through in-store promotions utilized by scores of its travel-related suppliers seeking to engage with Liberty’s customers.

To accomplish this EnQii designed four synchronized landscape screens providing a perfect canvas to showcase inspirational luxury destinations. Additionally a 42” LCD in portrait orientation is installed that faces in during the day and then swivels out during the night to capture the attention of the busy after-hour traffic that passes by their storefronts.

"Liberty's digital-media network not only assists the travel agent in increasing sales conversion and transaction size generate increase, but also generates new revenues from participating advertisers," says Stuart Armstrong, EnQii’s President Americas. “Liberty's digital-media network provides powerful new options for advertisers with smaller budgets.”

Dillard’s

Dillard’s ranks among the nation's largest fashion apparel and home furnishings retailers with 330 locations spanning 29 states.

Due to EnQii’s proven and easy to install and use media management system RemoteTransfer™ they were asked to supply Dillard’s with integrated software that would enable Dillard’s to run its own in-house retail media network with exceptional reliability and cost-efficiency.

EnQii delivered its RemotePlayerTM software ported onto hardware specified by Dillard’s, IBM Lenovo. EnQii also provided an Enterprise Edition of its RemoteTransfer™ media management software. Equipped with these outstanding solutions, Dillard’s has been able to run its digital media system in-house efficiently and securely.

The WHEN Network

The Wellness Health Education Network (WHEN) is the newest division of the TSN Group, and a leading provider of marketing and health education programs for wellness and fitness centers.

To support TSN’s needs EnQii exercises many of the advantages of RemoteTransfer to deliver a variety of video formats and RSS feeds. Also, through the powerful Message Manager function, operators at the facilities can create and post their own localized messages on the screen at any time, maximizing the relevance of the content.

With the "Message Manager," a local facility manager can create announcements of special events, provide profiles of key staff members or share member success stories. Messages can combine text, illustration and photographs.

EnQii won the 2008 DIGI Award for outstanding technology
in the healthcare category for the WHEN Network.

MediaPost’s 2008 Digital Out-of-Home Forum

If you had to point to a defining moment in the history of digital out-of-home media,
this past Wednesday, April 23 might make it onto the short list.

Interest in digital out-of-home media has reached a new level with MediaPost’s 2008 Digital Out-of-Home Forum, held at the Grand Ballroom of the Yale Club of New York. It was so well attended there was barely any standing room available. This was MediaPost’s first forum on the digital out-of-home category and it attracted a wide range of C-level executives from venture capital, advertising, media aggregation, media buyers, and out-of-home networks. The event featured five panels that explored a range of subjects in an open-forum format, which included media buying, media fragmentation, consumer exposure and acceptance, deployment, and metrics.

The event’s opening keynote given by Tim Hanlon, Executive Vice President, Ventures, Denuo, titled “Reality Check from the Future?” gave a peek into the future by revealing that despite the record growth for the digital out-of-home market, there are still plenty of obstacles that stand in the way before the medium becomes truly mainstream. “The advertising industry is still trying to make sense of digital out-of-home and is unsure how to categorize the medium,” Mr. Hanlon said. Media buyers tend to be “fast-followers” and are generally not ahead of the market. The media business needs “innovators” who can champion digital out-of-home within their organizations. Adoption of out-of-home media will require the digital out-of-home industry to “add honey” such as giving away services and research that will help buyers understand the value of out-of-home networks.

The Big 4

The Forum’s opening panel included leaders from the big four out-of-home media buying shops discussing how they approach video in public spaces. The panel was composed of David Krupp, Managing Director, Kinetic; Todd Hansen, Chief Operating Officer, Posterscope USA; Jack Sullivan, Senior Vice President/Out-of-Home Media Director, Starcom USA; David Yacullo, President & CEO, Outdoor Media Group.

The panel agreed that media buying is moving toward adoption of digital out-of-home faster now when compared with similar adoption patterns for the Internet. Advertising dollars are being reallocated from other areas of the media pie toward digital out-of-home. Many media plans have placed digital out-of-home under the outdoor media category. It may not really belong there, but that is the way it is for now. It may become its own category in the future. When selling digital out-of-home you need to look for “champions” inside agency media departments who understand the medium—not everyone “gets” the space yet.

In the end it’s all about the consumer supplying relevant information and time management. Consumers now have the ability to carry information away with them, “tagging” the physical world via mobile phones and mobile access to the Internet. There is a coordination of media channels that will make messages nonspecific to any one thing, so one would be able to say “I saw it in the media.”

Fragmentation

Digital out-of-home is the next frontier in mass media, but it is not without its challenges, one of which is the topic of the day’s next panel dealing with “Fragmentation—How Big Media Companies Are Creating One-Stop Scale.” The panel included Peter Bowen, Founder and CEO, SeeSaw Networks; Virginia Cargill, President and CEO, CBS Outernet; Richard Fisher, President, Premier Retail Networks; and Mark French, Senior Vice President and General Manager, NBC Everywhere. The panel was moderated by Patrick Quinn, President and CEO, PQ Media.

To set up the Fragmentation Panel, Patrick Quinn of PQ Media presented a series of data points that illustrated the problem. A media planner 30 years ago you had only 10 media choices. Today there are more than 60. The media map is cluttered with too much choice bombarding the consumer.

Digital out-of-home spending in 2007 had the smallest allocation of media dollars, however, the growth of digital out-of-home accelerated the most during 2007, growing at a rate of 60%. Within the category, in-store video ad networks grew at 21%, in-office 25%, in-transit 3%, and in-theater had a growth rate of 51%.

Content is a big issue for everyone. Custom content is expensive to produce, but it is part of the value proposition. “We constantly talk to the shoppers to see what content is relevant,” said Virginia Cargill of CBS Outernet. “Engagement is the key,” Ms. Cargill continued. Mark French of NBC Everywhere stated, “Broadcast has never been held to the same standards the digital signage is being held to.” Advertisers are excited about the local targeting opportunities that digital signage presents, and Mr. French noted that most of the growth was in local markets as opposed to national markets.

Metrics

The Metrics Panel was moderated by Jim Spaeth, Founding Partner, Sequent Partners. The panel included Paul Lindstrom, Senior Vice President, Nielsen Strategic Media Research; Suzanne Alecia, President, Out-of-Home Video Advertising Bureau; Tony Jarvis, Executive Vice President, Global Research, Clear Channel Outdoor; David Turman, Director OOH, Spark Communications; and Diane Williams, Analyst, Custom Research Services, Arbitron.

Measurement is one of the key barriers to growth for digital out-of-home media. This year, 2008, is starting to take shape as the year that metrics put digital out-of-home on the media map. “If you’re not on the plan, then you’re not on the buy,” said Suzanne Alecia, of the Out-of-Home Video Advertising Bureau.

The afternoon’s most spirited conversation happened on the Metrics Panel. Everyone agreed that it was important to simplify the message to make buying easier. “We need everyone to be consistent with their measurements…simplicity is important,” said David Turman. “When considering digital out-of-home we can’t think about it the old way. You need to look at the data regarding digital out-of-home, and it needs to come back to verifiable truths.” We keep talking about impressions, but what we’re really talking about is consumer engagement. Paul Lindstrom of Nielsen stated that “planners and buyers need to understand the medium, and so do their clients—simplicity is key.”

Two big announcements came during the Metrics Panel. First, Paul Lindstrom of Nielsen announced they are starting to focus on the digital out-of-home market with specialty research called “Pocketpieces” for screen media networks. By September 2008, Nielsen will be publishing data for as many as 10 place-based digital video networks. The first pocketpiece will be for the IdeaCast Network, covering their healthclub video network, followed by coverage for Gas Station TV. Both of these reports should be released within the next few weeks. Nielsen coverage of place-based video networks gives important validation to this segment of the market and should make it easier for media buyers to incorporate out-of-home video into the marketing mix.

Another announcement came from the Out-of-Home Video Advertising Bureau (OVAB). They are proposing new measurement guidelines for estimating the audience for out-of-home video networks.

The guidelines will look at 3 components:

1) Gross Venue Traffic (Total audience volume)
2) Presence In the “Zone” (How close screens are in relationship to the audience)
3) Notice (What is the average dwell time)

Suzanne Alecia of the Out-of-Home Video Advertising Bureau announced the guidelines. A draft of the guidelines has been submitted to the Media Research Committee at the American Association of Advertising Agencies (AAAA) and will provide a basis for more accurate measurement for out-of-home networks to calculate ad impressions with a consistent standard.

“An unmeasured medium is an undervalued medium,” said Paul Lindstrom of Nielsen. The new audience data is not perfect, but it would start to provide some much needed structure for agencies and advertisers to negotiate cost based on common standards. “There is a need to set the bar, so negotiations can move forward,” he said.

Did You Know?

Did you know that there are 24 companies producing mounting systems for digital signage?

Visit the Directory section of the Digital Signage Universe to see a complete listing of companies developing mounting solutions for digital signage.

Our Link Directory
We actively hunt down information by searching the Internet in five languages (English, French, German, Spanish, and Italian) to find the most relevant industry sources. We sift through press releases and news articles to locate every product, company, network, association, tradeshow, and provider—large and small—from across the USA and around the globe, and present you with an easy-to-use organized link catalogue that enables you to see the entire marketplace. The Directory includes links to hardware, software, captive audience networks, USA and international providers, and more...

We’ve done the hunting so you don’t have to.

CE labs, Inc. Announces Debut of Newsletter, The Connection, as Educational Tool

CE labs, Inc. announces the first edition of The Connection,
an educational newsletter specific to the Digital Signage industry.

As the Digital Signage industry continues to gain momentum among retailers, so does the demand for educational information. CE labs, Inc. created The Connection in response to this demand. The mission of the newsletter is to provide informative, educational and timely news in an easy to use format.

The first edition of The Connection features articles on content creation, the differences between digital media players and the basics of Digital Signage. Future content will be driven by consumer trends and commercial demands relevant to the industry.

For additional information on The Connection, contact Katy Dailey or visit www.celabs.net. A complimentary copy of The Connection is available on our homepage.

CE labs, Inc. is a manufacturer of high quality HD, HDMI and component matrix switchers, distribution amplifiers, CAT5 extenders, active and passive baluns, digital media players, RF modulators and amplifiers. CE labs, Inc. is an industry icon proudly celebrating 20 years of quality craftsmanship and dedicated customer service.

Thinking of Installing or Upgrading a Digital Signage Network?

The latest edition of the 2008 USA Solutions Providers Map is now available as a free download from the Digital Signage Universe Web site.

The 2008 USA Solutions Providers Map is your resource for finding partners to help you plan, install, and maintain your digital signage network. The map lists providers by state from Alaska to Wisconsin and includes a diagram illustrating the kinds of services each company offers. Visit the USA Solutions Providers section of our Directory for direct links to each company's Web site. The Map combined with our link Directory is a valuable resource for any company seeking partners to work with. Our Map and Directory are updated quarterly and this quarter’s edition includes many new solutions providers from across the USA.

Visit the Digital Signage Universe to download your free copy today.

Learn the keys to successfully deploying your digital signage network

Learn the keys to successfully deploying your digital signage network, including: the A-Z of Interactive Digital Signage, Using Cellular-based Networking, Where Do I Start: Kiosks, Digital Signage and Interactive Self Service 101, Calculating Your Metrics: Understanding & Developing ROI Models and Measurement Methodologies for Digital Signage, Success Criteria for Digital Signage Deployments-Pilot to Rollout, Increasing Advertising Revenue: How to Sell Your Ad-Based Network Effectively, Defining Success Criteria for Digital Signage Project, Launching and/or Managing Global Digital Signage Deployments, and more... Learn more

The Digital Signage Show, April 16-17, 2008
Mandalay Bay Convention Center, Las Vegas, NV