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You read that correctly. 2017 will see the advent of two, potentially competing high-end audio shows, located just 35 miles and several congested freeways apart in Southern California. The first, the new Los Angeles Audio Show (LAAS), will take place June 2–4 in the Sheraton Gateway LAX, and is produced "in collaboration with the Los Angeles & Orange County Audio Society" (LAOCAS). The second, a continuation of T.H.E. Show Newport that was founded by the late Richard Beers and formerly supported by LAOCAS, will be held September 21–24 (September 21 reserved for press) in the Hilton Anaheim, near Disneyland.

Setting the Stage
The creation of two shows could prove to be both a major opportunity for industry and music lovers alike, and a major challenge for potential exhibitors whose finite resources and allegiances force them to choose sides. In order to understand what's going down, it will help to have at hand the cast of characters involved, as well as some history.

This year's T.H.E. Show Newport, which took place in nearby Irvine, opened less than six months after Beers' unexpected death. Initially, those closest to him, including Beverly Harbor, his companion of three decades, and Maurice Jung, who had worked with Richard and Richard's former partner, Mike Maloney, from 1998, kept Beers' death under wraps until legal details had been worked out and Richard's love, T.H.E. Show, was secure.

Once Harbor resolved to continue T.H.E. Show, as Beers would have wished, Jung assumed Beers' title of President, T.H.E. Show. Together with new Show Manager Marine Presson, whom Beers first met in 2013 when she was in charge of meeting planning at one of T.H.E. Shows former sites, the Atrium hotel, and Joseph Castellanos, who had worked in the show office alongside Beers since 2007, when T.H.E. Show was in Las Vegas, they moved T.H.E. Show forward.

Although Jung was a behind-the-scenes unknown to many, he explained by phone on September 19 that his company, Diamond Events Productions, has done catering, set-up and breakdown at Las Vegas trade shows for many years. "I've done this work for 35 years," Jung told me by phone a few days ago. "I'm experienced at running shows. At the last show, I financed everything until Richard's family got control of the bank accounts. I've also known Richard for 25 years. He was more of a brother than a friend."

According to Jung, Harbor remains the major holder of the Richard Beers Estate, which also includes a couple of cousins, a stepson, and friends. The estate is still in probate. Once matters are settled, Harbor will remain a majority stockholder in T.H.E. Show, with Jung receiving stock options.

Behind the scenes at this year's T.H.E Show, Presson grumbled to many that she would not continue working with T.H.E. Show in 2017 if someone else kept calling the shots. But on the surface, things seemed to go remarkably well for a team that could not even begin to pick up the pieces until financial matters had begun to be resolved. No one disputes that total attendance at T.H.E. Show 2016 topped 10,000.

One key factor in T.H.E Show's success in SoCal is that Bob Levi, founder, President, and CEO of LAOCAS, encouraged its initial expansion from Las Vegas to the West Coast, and put the society's resources behind the move. With Bob on board to attract the society's huge membership, T.H.E. Show 2016 exceeded all expectations and broke attendance records. Jung also credits "a different advertising model than before."

The New Los Angeles Audio Show
After T.H.E. Show 2016 had concluded, a private investment firm called Orion Group contacted Presson about working with them to form a new show. Presson then initiated contact with LAOCAS.

"There were three things that were important to the society," Levi told me by phone on September 19. "The LA show met those three criteria:

• A suitable hotel that would give us the ability to reach 15,000–20,000 visitors per event.
• Dates which were acceptable and appropriate.
• A show runner, as they say in Hollywood [show producer], that was experienced and acceptable to the society. Marine offered all three as appropriate for a great show, and we decided that we would back it with the resources and energy of the largest audio society in the world.

As for T.H.E. Show, Levi simply said, "We have not yet been contacted by T.H.E. Show in Anaheim."

On September 22, three days after speaking with Presson, Jung, and Levi, the long-awaited press release arrived from the new LAAS (Los Angeles Audio Show). Although the release pegs it as a Summer Show, "the new high-end audio and home theater show" will debut June 2017 "and every weekend each year following Memorial Day. The LAAS is presented in collaboration with the Los Angeles and Orange County Audio Society at the Sheraton Gateway LA with complimentary shuttle service from the Los Angeles International Airport."

The release explains that the Sheraton Gateway recently went through a $35,000,000 renovation to its guest rooms, lobby, and Club Lounge. An additional $3,500,000 was devoted to expanding its 38 meeting and function rooms, resulting in 50,000 square feet of event space, as well as 13 floors housing over 800 guest rooms. "Large, great-sounding rooms" in a spacious, comfortable venue, as well as luxury super cars are promised. Levi calls it "the perfect audio show in the perfect hotel, with the perfect producer."

Show hours have been announced as 10am–6pm each day, with discounted, early-bird tickets on sale November 25. Ticket prices include access to all demo rooms, booths, entertainment and seminars.

More Details
When I spoke with Presson on September 19, she told me that, even though she knew I would dislike doing so, it was necessary to submit questions via email. "There are several involved with the building of this show," she wrote in an email follow-up. "In order to prevent inaccuracies from circulating, any information released to the public should come from me personally after I've had a chance to review the answers with our investment group."

Below is what I submitted, and the responses I received the following morning. As is my custom, I've fine-tuned them grammatically.

How long have you been working with the Orion Group to plan the show?

Since the middle of August.

Have they had any prior experience with high-end audio or audio shows, or did they simply see how successful the 2016 Irvine show was, and desire to invest and make a profit?

Of course! As I understand it, they have upwards of 40 years of expertise in high-end audio and audio shows. What's really exciting is they're even talking to manufacturers that haven't exhibited in the US for several years with really incredible audio products, one of them being Gryphon out of Denmark. In fact, the LA Audio Show is planning on bringing many revered exotic brands that haven't been presented in the US either ever, or in a very long period of time and need to be here now!

Have contracts been sent out to potential exhibitors, or will yesterday's post on Positive Feedback and the expected press release be the first inkling many exhibitors and potential exhibitors will have?

Communication by the agents of The Orion Group have been taking place since the beginning of September with many key exhibitors. These communications were met with serious enthusiasm and requests for participation.

Have you discussed any innovations or new features for the show that you can give me a hint about at this time?

Yes. The Orion Group has put forward a plan that is significantly different from AXPONA, Capital Audiofest, CA Audio Show, New York Audio Show, RMAF, and T.H.E. Show Newport. The LA Audio Show will be announcing new strategic partnerships with other audio exhibit groups that will be a compelling part of the show. As we release new exciting features throughout the year leading up to the event, you will be informed.

Have rates etc. been set? Are they different than before?

There has not been a before but, yes, the LA Audio Show will offer very competitive rates relative to other shows in the US.

What can you tell me about the hotel that is special?

It's gorgeous and fresh. You'll be amazed! Key members of the LAOCAS and LAAS who believe this venue to be the premiere place for this kind of trade show will offer a tour exclusively for you and other members of the Press alike to review the facilities sometime this year.

When did you first contact Bob Levi and LAOCAS about participating and backing it rather than the other show?

The fundamental package was brought to Bob Levi at the Los Angeles and Orange County Audio Society earlier this month.

What can you say about why they and you chose to split from Maurice and Joseph, form your own show, take over the dates, and move it to LA?

Richard knew as early as the 2015 Show that by 2017, he would have to have a new venue, and had been discussing a new hotel like the Hyatt in Huntington Beach, CA. My contract with T.H.E. Show Newport terminated end of June 2016, at which time there was no new hotel or dates. So by the end of my term, there was no T.H.E. Show Newport that I was made aware of.

To be honest, the dates and venue were secured a couple weeks before I came on board, and certainly before inviting the LAOCAS into the event. It was believed there would be no conflict with other US consumer shows and as far as anyone knew, there was still no T.H.E. Show Newport. Literally the general opinion expressed by everyone was somebody or some company had to fill that void because T.H.E. Show Newport had gone dead silent with everyone. Now there is a show, the LAAS.

After extensive market research, The Orion Group determined Los Angeles as the best central location for such an event. Hence, the 'LA Audio Show'! After all, this is where it started in 2006 with Stereophile's Home Entertainment Show." [footnote 1]

Behind T.H.E. Show's Move to Anaheim
Jung explained that one of the reasons that he moved T.H.E. Show to the fall is that Munich moved its May show to a week later in 2017 [May 18–21], and anyone wishing to exhibit at both shows would have had great difficulty shipping their stuff to Irvine on time. "I didn't want to see the show hurt by doing that. And we couldn't move the dates later in that hotel."

In addition, a lot of exhibitors complained that once the June show is over, people go on vacation rather than buy. "They preferred a September date as long as it wasn't Labor Day. September 21–24 were the best dates available to us at this hotel, and we're going to be there for three years with an option of three more years, which most hotels don't do."

Finally, Jung says he could not expand into more rooms at the Hotel Irvine due to contractual issues. In addition, the hotel planned to away the outdoor Pavilion that had become central to the event. "This wasn't Richard's fault," he said. "It was the result of new management at that hotel. Richard had once considered moving the show to September, and decided to wait for a while."

Jung insisted that he was unaware that the 2017 Rocky Mountain Audio Fest was scheduled for two weeks after T.H.E. Show until I raised the issue. Taken by surprise, he said, "It wasn't my intention to make T.H.E. Show two weeks before RMAF; it was the best date I could find in this hotel. In 2018, it will take place a week earlier."

During this year's T.H.E. Show, Jung invited 20 hotel managers to take a look to see if they could handle something that big that conceivably would get even larger. 80% didn't feel they could handle it, and most others had room size and meeting space issues. Only two hotels panned out, and one was the Hilton in Anaheim.

"It's right next to the Anaheim Convention Center, and handles conventions day in and day out," he said. "Shows are their bread and butter, and they understand the needs of exhibitors and audiophiles such as moving furniture. There's a FedEx shipping facility onsite, and 50–60 restaurants, CVS etc. 10 minutes away. Its right across from Disneyland, with tremendous parking facilities. We have use of overflow at convention center and Disneyland. There are also no airplanes flying overhead."

Jung pledged to work with his shipping company to ensure immediate shipping to RMAF in Denver in less than five days. "We're not here to hurt any other show. A lot of our vendors are going to show at both. We also overlap London which is at the same time."

Although, at press time, T.H.E Show hours are posted as lasting until 8pm on Friday and 7pm on Saturday, which will make for very long days, Jung said that may change. "A lot of vendors told us that a lot of people who want to come to the show on Friday first get off work at 5. That's why Rocky Mountain has extended its Friday hours. I want exhibitors to decide.

"We've had a good response to moving the show to September. We would have stayed in June if we thought it was a good time to hold the show. Our exhibitors are important to us, and without them, we are not successful."

Jung promised that letters to potential exhibitors would be sent out this week. As of press time, T.H.E. Show's website had not been updated.

"We're not working with LAOCAS, but not by our own volition," Jung said in summation. "Beverly was shocked when she heard about the split. The announcement from the other people is seriously disappointing—it seems like a real frontal assault to hurt T.H.E. Show that has been around for 17 years. But it is a free market and people can pick and choose as they will. I love competition. Business is business, and life must go on."

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Footnote 1: While Stereophile's 2006 Home Entertainment Show was at the Sheraton Gateway LAX, this was actually the fourth show we had held at the Los Angeles airport, with prior versions taking place in 1992, 1995, and 1998.&#151John Atkinson