'Trade Show' Plans at San Francisco Theater Spark Speculation of Apple Event Location

[MacRumors]

With just over two weeks to go until September 9, the expected date for Apple's next iPhone event, there's been some speculation that Apple might be planning to hold the event at the Bill Graham Civic Auditorium in San Francisco.

As outlined by San Francisco news site Hoodline, the auditorium is booked for a private event through September 13, with SFPD officers and private security guards patrolling the perimeter of the building.

Documents filed with the San Francisco Planning Department say the event is a "trade show" set to run from September 4 until September 10, which lines up with the timeline when Apple is expected to hold its event, but there are some potential red flags that make it unclear whether Apple is the company booking the event space at the auditorium.

In investigating the documents filed with the Planning Department, MacRumors learned the space is being used by a company known as "Adams and Associates," which has no known ties to Apple. Additionally, there are very detailed documents that describe the removal of four window panels to accommodate an "exterior wall mounted star graphic sign." The star is depicted in two different ways in separate documents -- both as a standard star shape and as an oddly-shaped star with points at unusual angles.

As Hoodline suggests, it's possible the star-shaped logo is a placeholder for an Apple logo, but a structural document supplied by an engineer on the project includes detailed, specific calculations and drawings for the star shape that cast doubt on the theory that it could be a placeholder logo.

In past years, Apple has held its iPhone-centric September event at several different locations around the Bay Area, so it would not be unusual for the company to choose a previously unused event spot. Its 2014 event was at the Flint Center in Cupertino, while its 2011 and 2013 events were held at its own campus. In 2010 and 2012, the events were held at the Yerba Buena Center For the Arts.

It's not yet known if Apple is preparing the Bill Graham Civic Auditorium for its September 9 event, but with only 16 days to go until that date rolls around, we should be getting confirmation on Apple's plans in the form of media invites in the very near future.

Article Link: 'Trade Show' Plans at San Francisco Theater Spark Speculation of Apple Event Location

 

[garylapointe]

Getting approvals for the window change and then substituting an Apple logo for a star seems easy enough. I'd guess locations and weight would be the specifics necessary.

How many companies with that name use that logo?
A conference with that many people (sits 6,000) seems like it'd be advertising by now...

Gary

 

[AngerDanger]

MacRumors learned the space is being used by a company known as "Adams and Associates," which has no known ties to Apple.

That's probably for the best; one could only imagine…

 

[stukdog]

Adams (and associates) Apple?

 

[2457282]

Maybe they are renaming the iphone to Shooting Star...

 

[liven2]

Maybe the star has something to with Film/movies etc... Unlikely, but just my 2.3 cents. If it is for Apple this event is much larger than most anticipated. Maybe more is going on with the AppleTV announcement than the rumors lead us to believe

 

[chrmjenkins]

This appears to be the company's linked in page: https://www.linkedin.com/company/adams-and-associates-inc

 

[garylapointe]

This appears to be the company's linked in page: https://www.linkedin.com/company/adams-and-associates-inc

Yelp and Yellow pages list them to be: Audio, Video, Lighting and Staging Equipment rentals, Event Management, Show Production
http://www.yelp.com/biz/adams-and-associates-rohnert-park

Regardless of who/what this is, it's generating a bit of buzz for them...

Gary

 

[Banquo]

Adam's Apple?

 

[Jakexb]

If you think about the apple shape, it maps perfectly to what supports a star might need. Four corners for the apple, top point for the leaf. The top point of the star is even off-center, just like the apple leaf.

 

[Black Belt]

What other company would come up with the idea to remove panes of a window just so the logo would look cool.

None

 

[archstan]

Someone complaining on Sunday about the cost to the taxpayer of police presence

"I initially thought that this entourage of police and security guards was for a movie filming project. I hear that it would be for a 3-days truck unloading job at the Auditorium, and that Apple will hold an event there to introduce a new product"

 

[jayducharme]

I kept thinking it was the BILLY Graham auditorium. Then the star might make sense as a religious symbol. But the venue was named after the famous concert promoter.

The auditorium was one of the only surviving buildings of the exposition, and began hosting events. In 1920, the venue hosted the Democratic National Convention. The arena was also home to the NBA's Golden State Warriors from 1964 to 1966. In the 1960s, the arena began hosting concerts. Many live bands have recorded live albums in this historic building.

I could definitely see Apple using this space. Maybe it was Iovine's idea.

 

[ipadpro]

this concert is for music -
bottom line is apple music

apple want to show up beat and song there - tim cook like to dance ya

 

[Rocketman]

Does the place seat more people or have a better POV? Better ingress and egress?

Hmmm.

http://www.billgrahamcivicauditorium.com/bill-graham-civic-auditorium-seating-chart/

http://www.billgrahamcivicauditoriu...ill-graham-civic-auditorium-seating-plan1.jpg

 

[Izauze]

Yeah, Apple's secretive fingerprints all over this one. And the "star" that happens to have the 5th point slightly to the right, where the leaf would be.

"Whether supporting a simple workshop environment or staging a complex international keynote and product roll-out, every Adams & Associates project is viewed as a unique opportunity to express key messages with consistency, passion and cost-effectiveness."

 

[jonblatho]

It's not quite a perfect fit, but...

 

[jonblatho]

I could definitely see Apple using this space. Maybe it was Iovine's idea.

The fact that this venue seats 6,000 to 7,000 makes me curious, though. That's bigger than WWDC...

 

[dampfnudel]

The fact that this venue seats 6,000 to 7,000 makes me curious, though. That's bigger than WWDC...

Yeah, definitely makes one wonder. The 4S and 5s were both introduced at the Apple campus so you would've expected the same this time. If Apple needs that much space, it could indicate that this event will be bigger than a typical 's' model iPhone introduction, so the rumors of a huge 's' update, ATV 4 and iPad mini 4 might be true. All of those introductions and maybe "one more thing" might necessitate all of that space.

 

[ipadpro]

apple focus on apple music now so they need big concert for some singer show up new song and dance ,

maybe taylor swift attent their sing blank space for openening stage -"

 

[ronntaylor]

Just seems too large. Unless like the Apple Watch event Apple intends a large demo area and intends to talk about several things besides iPhones.

 

[ipadpro]

i wish taylor swift be their and sing blank space opening demo ,,,,

 

[CFreymarc]

Was told that Adams and Associates is a old, old, old dummy corp that has been around since the Apple ][ days. I think this is the same front used to schedule the launch of the Mac back in '84. Those who know your Book of Genesis gets the reference and joke.

 

[Izauze]

Huh. Not to get too Zapruderific on this, but I did just notice the insert in "detail D-1," that shows a closeup of how the frame of the "star" would be bolted/attached... and it has a curved edge. Normally stars don't have curved edges. It would be the right spot for an apple bite tho.

 

[Izauze]

The fact that this venue seats 6,000 to 7,000 makes me curious, though. That's bigger than WWDC...

It's definitely a bigger venue than usual, but keep in mind – that 6,000 capacity is for standing-room concerts. With seats it looks more like this:

...Still pretty damn big, but conceivable.

To me, there's no trade show that shuts down sidewalks, keeps private security on site who are forbidden from speaking to the media, and erects scaffolding at the back entrance – all for an event that supposedly takes place over the holiday weekend, and has no promotion (yet wants to affix a massive logo outside the center window of the entrance).