CAA Winter Conference: Dec. 6-8, San Francisco

Making security central to daily life, intelligent video data management and demographic-based marketing strategies were among the provocative topics tackled during the 2007 CAA (California Alarm Association) Winter Convention & Western Security Conference held Dec. 6-8 at San Francisco’s Crowne Plaza Union Square.

The aforementioned points were covered during the “CAA Executive Symposium: An Industry Outlook,” which was moderated by CAA Southern Vice President George De Marco.

Stephen Trundle, president/CEO of told attendees it is time to market security as “awareness” and exploit its enhanced capabilities to make it as “addictive” to people as their cell phones. Stephen Russell, CEO of 3VR, used the London subway bombings as an example of how the volume of video surveillance data if overwhelming users. The answer, according to Russell, is creating searchable indexes for digital video. Thus, he is pitching his company’s solution as the “Google of video surveillance.” Cathy Rempel, president of The Summit Group, provided marketing food for thought with an analysis of how generational and gender differences influence buying habits.

The event also offered other presentations, social activities and some 70 exhibiting vendors. But as usual, the top draw for the more than 300 attendees was the George A. Weinstock Award presentation and tribute dinner. This year, the lifetime achievement honor was bestowed upon industry Alan Pepper of Mitchell, Silberberg & Knupp (MSK) — said to be “the only attorney who can also foil a window.”

Pepper, the industry’s best-known attorney next to his MSK colleague and mentor, Les Gold, was honored for his leadership and service. Through his work with associations on the local and state level, he is credited with helping build CAA’s foundation, and was a primary author of the California Alarm Company Act. And his impact clearly extends beyond the state, as industry leaders from across the country saluted Pepper during the ceremony.

CAA announced that next year’s conference will likely take place in a new venue as the event has outgrown the facility.  For more information, visit

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About the Author


Scott Goldfine is Editor-in-Chief and Associate Publisher of Security Sales & Integration. Well-versed in the technical and business aspects of electronic security (video surveillance, access control, systems integration, intrusion detection, fire/life safety), Goldfine is nationally recognized as an industry expert and speaker. Goldfine is involved in several security events and organizations, including the Electronic Security Association (ESA), Security Industry Association (SIA), Security Industry Alarm Coalition (SIAC), False Alarm Reduction Association (FARA), ASIS Int'l and more. Goldfine also serves on several boards, including the SIA Marketing Committee, CSAA Marketing and Communications Committee, PSA Cybersecurity Advisory Council and Robolliance. He is a certified alarm technician, former cable-TV tech, audio company entrepreneur, and lifelong electronics and computers enthusiast. Goldfine joined Security Sales & Integration in 1998.

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