AppleWorld 86

What was AppleWorld, and why was it nearly impossible to produce?

AppleWorld was an invitation-only, three-day gathering of more than 1,200 people from Apple’s worldwide partner network: value-added resellers (VARs), national account IT managers, dealer representatives, journalists, industry pundits, and key customers. The goal was to introduce a refocused Apple with new products and strategies—and reassure our partners that desktop publishing was gaining momentum and we were responding to their concerns.

AppleWorld should not be confused with Macworld, which took place in San Francisco on the same dates.

Background

The first quarter of fiscal 1986 marked a major turnaround for Apple. The company reported record quarterly profits just two quarters after its first quarterly loss. Despite lower sales, aggressive cost cutting—including layoffs, factory consolidations, and a corporate reorganization under CEO John Sculley following Steve Jobs’s departure in 1985—had helped restore profitability.

Two factors shaped the decision to move forward: timing and venue availability in San Francisco. Making matters worse, we didn’t get the go-ahead until right after Thanksgiving, leaving only weeks to pull it all together—with the Christmas holidays in between.

January was nonnegotiable

Two factors drove the timing.

First, Apple needed to build on the strong FY1986 Q1 results and the growing buzz around the Macworld conference. More importantly, educational institutions allocated their computer purchasing budgets during Q2 and Q3. Apple needed to reassure their key customers directly after Jobs’s departure the previous year.

Second, many of the people we wanted to invite were already planning to attend Macworld in January. Scheduling AppleWorld while they were in San Francisco would help boost attendance.

Finding a venue was another matter

San Francisco was a magnet for conventions. Good food, good weather, and perhaps an extended stay in wine country made it an attractive destination. The city’s convention business was growing, and booking Moscone Center typically required 12 to 18 months’ notice. In the mid-’80s, its roughly 300,000 square feet could accommodate only one large conference or trade show at a time. Brooks Hall, another large event venue in San Francisco, was already booked for a computer trade show open to the public.

With neither Moscone Center nor Brooks Hall available as our hub, we had to find separate venues for general sessions, breakout rooms, workshops, and exhibits. They also had to be close together. Moving 1,200 people around the city was no small logistical challenge.

Finding a venue that could comfortably seat everyone for several hours was particularly difficult. We wanted proper seating and built-in audiovisual facilities. Fortunately, we secured Davies Symphony Hall for a general session on the first day. For the second day, we had to compromise: we converted an exhibition hall into a presentation space with a stage, large-screen projection, and folding chairs.

Then came the breakout rooms, workshops, and exhibits. How about an empty office building next to the exhibition hall?

A great find—or so it seemed.

The building was new, but much of the interior was unfinished. Partitions, doors, electrical outlets, lighting, and carpeting wouldn’t be installed until tenants signed leases. To use the space, we would have to complete the work needed to turn an empty building into a functioning conference venue.

With time running out, we had no choice but to go for it. We had to be smart about stretching the budget and creative about branding the building and its spaces.

Branding the event

So why was it so important to brand the event space? Attendees already knew they were coming to an Apple function. Why go the extra mile?

Because it mattered. Just as people dress for the occasion, the setting sent a message. This was Apple moving up in the world. More organized and more disciplined. In a world full of distractions, an environment that projected simplicity, strength, and creativity reinforced our message—and helped people remember it.