Adobe had been a big exhibitor at MacExpo and invited me to quote to run a show for them, later named AdobeLive. For an exhibition organiser this was a perfect deal because Adobe had strong databases of potential exhibitors, speakers and visitors, and as we were fully official there was a real demand to participate.
My only disappointment was that there were some great workshops and seminars that would have been perfect for me to attend personally, but I was too busy with the show.
Adobe also provided the marketing for the event, which assured it of being on message.
It was a great show that never quite achieved acquiring the perfect venue. It had to be held at a particular time of the year which was when most venues were already very busy with long-term incumbent events. We tried several unusual configurations, but in most we had to build the seminar venues out on the floor, which was expensive and could never really achieve an adequate sound-proofing.