Billed as the “ultimate” show for those in the Deaf community, it was the first time in Las Vegas. There were many companies represented that were trying to do outreach to an area that is sometimes overlooked in our society. Everything from MLMs like Zango & Pre-Paid Legal to companies that are trying to create a whole new language for everyone to use. Kind of a cross between ASL & Esperanto. I wonder if he ever read the story about the Tower of Babel? We sent our 2 reps who actually know ASL which is more than we can say for some of the vendors who didn’t bother researching their intended audience.
What goes on on the inside of the machine varies little, so everyone concentrates on the outside — the theming and “dressing”. Much gloomy talk about the fall-out from the financial crisis, depressing revenues. Fun Academy Workshops (which somehow seems a strange concept…). 
Crossovers with both gaming industry and CES along with showing the latest kiosk products available. This is not your granddaddy’s amusement side show. 
Aside from the cigars and cigarettes, a big light shining on the equipment for making them, i.e. rolling machines etc. This industry suffers big time from pilferage, so security was a sub-theme.
Internet marketing was a focus. Again the concentration on cost-reduction, also screening of clients for crime-prevention and security. (“So what exactly will you be storing, gentlemen?”)
You want extra cheese with that? People who run pizza parlors, and people who sell them equipment and services, all come to this show. This year there were 10,000 of them.
Education programs, cook-offs, contests… and you could participate in any of 8 languages, including of course Italiano. Wait, you just dripped on your tie. Here, let me wipe that…
Focus on digital future of out-of-home advertising, signage and display. Certified expert seminars, installation guidance, training sessions. Mobility and interactivity were much-heard buzzwords. New communication approaches like Verizon’s “Don’t Text And Drive” blitz. Brave claims that digital went on growing as conventional out-of-home declined in recession. Audience measurement and response-tracking were issues. General convention buzz about using Social Media to get the message out being as cost effective as a 30ft billboard on I-15. Many consultants billing themselves as “social media gurus” similar to a few years ago when everyone was an SEO expert. I say “Bah.” 
