7x24 fall 2012 conf fall 2012 invitation.pdfstandby generation generators are the most critical...

END-TO-END RELIABILITY MISSION CRITICAL FACILITIES

www.7x24exchange.org

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November 11 - 14, 2012Arizona BiltmorePhoenix, AZ

2012 FALL CONFERENCE

7x24 12F_Jurl_17fx_7x24 Fall 2012 Conf 9/27/12 12:29 PM

2 l www.7x24exchange.org l questions? call 646.486.3818

What is 7x24 Exchange?

The 7x24 Exchange is the leading knowledgeexchange for those who design, build, operate andmaintain mission critical enterprise informationinfrastructures. We are a not-for-profit organizationseeking to promote dialog among industryprofessionals to address the many challenges facingowners and operators of these facilities. In addition tothe ever present challenge of maintaining andimproving end-to-end reliability; addressing thechallenges of energy efficiency and sustainability andthe potential for increased regulatory oversight havebecome a major focus of our membership.

The organization was founded on the assumption thatprofessionals involved with data center uptime andoperational issues often work in isolation when dealingwith strategic, technical, budgetary, regulatory, andcareer issues. This often results in expensive, timeconsuming, and, sometimes, painful trial and errorefforts. 7x24 Exchange members work together toadvance the state-of-the-art by sharing best practices,lessons learned, and evolving strategies to address thechallenges of infrastructure reliability and industryleading energy efficiency. Armed with this informationmembers are enabled to proactively communicate, totechnical peers, non-technical team members, clientsand corporate management, the solutions necessaryto drive operational efficiency and protect theircompanies’ information lifelines.

The Goal of 7x24 Exchange Conferences

The field of mission critical operations continues toevolve. Before its founding in 1989 as theUninterruptible Uptime Users Group, learning how todeal with reliability and operational issues largelyresulted from individual trial and error. Continuing thisrandom rate of reliability improvement increasinglyrestricts the potential productivity of the large andrapidly growing investments in computer andcommunication infrastructure. Adding to thechallenge has been the rapid growth in energydemand and the ever increasing cost of energy. With7x24 operations now more common, how much higherwill availability requirements be in five years? Howmuch will these facilities cost to operate? How willenvironmental and regulatory concerns impactoperations? How can cost effective, reliable responsesbe assured? Addressing, and, hopefully, answeringthese and related strategic questions, 7x24 Exchangeconferences provide stimulating discussion forums.Collectively, we know much about the future optionsand alternatives available. With the 7x24 Exchange,that knowledge can be shared. All program elementsaim to increase the reliability and availability of an

enterprise’s information infrastructure by presentingcase studies, new ideas, techniques, equipment andtools. Open dialogue between attendees andpresenters is encouraged throughout. Further, byinvolving the many specialists from end users toservice providers to equipment manufacturers in bothformal and informal sessions, the experience isrewarding and enjoyable for all. This conference isdesigned for anyone involved with 7x24infrastructures – IT, data center, disaster recovery andnetwork/telecommunication managers; computertechnologists; facility or building managers,supervisors and engineers. Vendors, consultants, oranyone concerned with uninterrupted access tocritical information also will find the conference ofvalue. Attendees and their organizations benefit fromthe conference because proactive plans andcooperation from diverse corporate functions areneeded to improve reliability. By promoting a dialogueand clarifying the synergies among functions, pastconferences have enabled teams of attendees from agiven organization to better communicate the criticalimportance of a proactive approach to continuousuptime. Attendees are also able to participate inbreakout sessions and network with otherprofessionals in similar companies/industries with likeproblems. Conference attendees benefit in three ways:professional development and advancement;increased recognition of their function’s importance;and exposure to new ideas, contacts and resources.CEU credits are also available.

First-time attendees often discover that manycompanies face similar, if not identical, technical andorganizational challenges in their quest for higheravailability levels. 7x24 Exchange conferences provideinsights into what is being planned and executed byothers to mitigate or eliminate downtime risks.Recommended changes can then be justified, both ontheir practical merits and in the context of businesscases that have been successful elsewhere.

What is A Tutorial Session?

7x24 Exchange has been offering tutorial sessions formany years. These tutorials are designed to delivervalue to a broad range of participants. Whether yourneed is advanced training on a specific topic of the dayor a refresher course on fundamental concepts, thereis a tutorial that will meet your need. Almost all of the7x24 Exchange general session presentations aregeared towards those with an advancedunderstanding of the concepts that will be presented.The tutorials are intended to complement the Mondaythrough Wednesday general session presentationsand help each attendee deepen their level ofcomprehension.



9:30 A.M. – 9:00 P.M.Registration

10:00 A.M. – 1:00 P.M.Using The Green Grid’s Data CenterMaturity Model

The Green Grid published the Data Center MaturityModel (DCMM) as a way of discovering andimplementing industry best practices today and inthe future. In this 3 hour course, experts in DCMMfrom The Green Grid will help students understandthe facilities, IT, sustainability, and business bestpractices for today and the future, as developed by apanel of data center and IT experts from the largestend user and vendor companies in the industry. Inaddition, each student will complete a DCMMassessment using the online Assessment Tool, andwill return to their management with an initialassessment and plan for future spending throughthe graphical Equalizer Tool. Each student willcomplete the assessment, be able to use theassessment once they return to their jobs, and beable to benchmark their data center(s) against otherfacilities in their industry, geography, and reliabilitylevel to see whether they are ahead of the industry,or what areas might be ripe for increasedinvestment.

Harkeeret SinghGlobal Head of Energy & Sustainable ITThomson Reutersand Advisory Council Vice ChairThe Green Grid

Harry HandlinDirector of Critical Power ApplicationsGE Energy Management Industrial SolutionsandTechnical Committee ChairThe Green Grid

SUNDAY

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2:30 P.M. – 5:00 P.M.Fluid Mechanics 101: Fundamentals ofCooling Airflow in a Data Center

This tutorial session will introduce basic concepts ofair velocity, airflow rate, pressure, and temperaturedistribution as applied to raised-floor data centers.You will be shown why the flow distribution throughthe perforated tiles is usually not uniform. It isgoverned by the air velocity and pressure variationunder the raised floor. By calculating this variation,you can predict the airflow coming out of eachperforated tile.

Such a calculation allows you to study the effect ofvariables such as: layout of the CRAC units and theperforated tiles, the height of the raised floor, andthe presence of obstructions under the raised floor.

Once the flow rates through the perf tiles aredetermined, the next step is to calculate, in theabove-floor space, the air velocity and temperatureas the air moves through the server racks and backto the CRAC units. Many examples will be presentedto develop an understanding of the physicalprocesses and to draw practical conclusions.

The tutorial will show how to create a computationalmodel of a data center layout and calculate thecorresponding airflow and temperature distribution.

Suhas V. Patankar, Ph.D.Professor of Mechanical EngineeringUniversity of Minnesota, and President, Innovative Research, Inc.

6:00 P.M. – 9:00 P.M.Welcome Reception

SPONSORED IN PART BY:

Join us for a reception with open bar accompaniedby music. This is an excellent opportunity todialogue with conference presenters, meet newpeople, network, welcome first time attendees,renew old acquaintances, and meet the boardmembers.



7:00 A.M.Registration & Breakfast

Check in, pick up your name badge, conferencematerials, and enjoy a hot buffet breakfast.

8:00 A.M.Welcome and Opening Remarks

Bob Cassiliano, 7x24 Exchange Chairman, will open theconference, provide an overview, review meetinglogistics and address general housekeeping items.

8:30 A.M. Conference KeynoteStress-Testing America’s Prosperity: A Post-Election Analysis

For years, America’s economy has performed betterthan the rest of the developed world. Will Americaremain the global dynamo in 2013 or is today’s recoverybuilt on an unsustainable pile of debt? Zanny Minton-Beddoes examines the economic outlook from theAmerican and global perspective. Offering up-to-theminute insight on policymakers’ priorities and how thepost-election outcome will impact the economy, Minton-Beddoes reveals what direction the country is headedwith either an Obama or Romney administration, andwhat that means for job creation, the deficit’s effect onglobal interest rates, and potential financial regulation.

Zanny Minton-BeddoesEconomic Editor for The Economist and Former IMF Economist

9:30 A.M.Refreshment Break

10:00 A.M. Digital Realty Trust: Data Center Efficiency —Where Next? How Far Can We Go?

Our industry is officially mainstream now that we havemade it “above the fold” on the cover of the New YorkTimes. But, are we reaching our theoretical limits? Are wereaching our practical physical limits? Although it is clearthat the next frontier is software efficiency, the facilitycomponent will always be in the equation and we stillhave multiple levers to pull to drive value for ourorganizations. But what next? Fuel cells? Inlettemperatures above 30 degrees C? Liquid cooling? JimSmith, CTO of Digital Realty will offer some opinions on“approaching the limit” based on almost ten years ofoperating and performance data across the DigitalRealty portfolio.

Jim SmithChief Technology OfficerDigital Realty Trust

11:00 A.M.MTechnology: Improving Reliability ofStandby Generation

Generators are the most critical element in many missioncritical facilities. MTech’s quantitative reliability analysis fornumerous corporate data centers have demonstrated thatimproving standby generator reliability and availability hasmore influence on data center reliability than any othercomponent. This high sensitivity to standby generatorperformance means that errors in generator fail-to-start andfail-to-run probabilities could skew reliability calculations. Apresentation at the 7x24 Spring 2012 conference presenteddata from an industry survey that suggested similar fail-to-start rates but much lower fail-to-run figures than thoseused by MTech. Power Secure operates a large fleet ofmodern generators used in both standby power assuranceand load management applications. The fleet is managedfrom a central location and all performance data for everymachine is archived. Power Secure provided MTech withdetailed records of over 50,000 generator operations.Power Secure has implemented a number of engineeredfeatures, operating policies, and maintenance strategiesthat are intended to improve the reliability and availability oftheir generator fleet.

Steve Fairfax of MTechnology and Mark Martyak ofPower Secure will discuss the results of this study and itsimplications for 7x24 Exchange members and missioncritical facilities.

Steve FairfaxPresidentMTechnology

Mark Martyak, P.E.PresidentPower Secure, Inc.

12:00 P.M.Lunch and Networking

12:00 P.M.End User Xchange Forum

Designed to encourage in-depth discussion and debate onthe latest challenges in data center planning, design andoperation, topics will include: trends in infrastructure designresiliency, energy efficient design and operational practices,capacity planning and management, and the day-to-daychallenges in managing data center operations. Themoderator will guide the discussion with the use ofPowerPoint slides and handouts; however, the real star ofthis session will be you, the end user! Bring your appetites,but more importantly, be ready to engage your peers for anexciting interactive discussion on the latest challenges ofour industry. Don’t forget those business cards as this will bea great opportunity to meet your peers in the industry!

Moderator:

MONDAYNOVEMBER 12

David SchirmacherSenior Vice President of Technical OperationsDigital Realty Trust, andPresident7x24 Exchange



1:30 P.M. Microsoft: DC Capacity Planning — FromRack to Future Market

Capacity Planning for Data Centers is a uniquelychallenging adventure, and is not a one size fits allproblem. All data center owners, hosting providers andbusiness strategy planners are at some point in timedealing with a capacity planning issue. The complexity ofmanaging capacity is particularly accelerated in theonline services industry, due to rapidly changing marketrequirements.

Amaya SouarezDirector, DC Strategy & AutomationMicrosoft

2:30 P.M.7x24 Exchange Traditional Create Your OwnSundae Break

3:00 P.M.CONCURRENT BREAKOUT SESSIONSBreakout A: $4M for Water in an N=2 DataCenter, What Do You Do Now?

Already having an established concurrentlymaintainable, fault tolerant design based on watercooled equipment and chillers, what do you do whenpresented with an up front cost of $4M for wateravailability fees? This presentation presents a case studyof balancing water availability, data center availabilityand overall efficiency while including a $4M fee intooverall cost of ownership while preserving a low $/kWbuild cost and a comparison between air cooled chillers,water cooled chillers, water side economizers includingdry coolers and air side economization. It also discussesthe use of potable industrial, reclaimed (tertiary) andwell sources in the design, build and operation of amodern data center.

James KennedyDirector of Critical Facility EngineeringRagingWire Data Centers

Breakout B: Current Success Model forConversion of Outdated Manufacturing

Eugene, Oregon is the site of a new project reflecting awatershed evolutionary shift in the data center industry –the conversion of former manufacturing facilities intodata centers. This case involves a former Hynixsemiconductor manufacturing facility transitioning into anew role as a mega multitenant data center comprisingnearly 1 million square feet. This presentation will alsoprovide insights from Simon Tusha, an industry veteranwho has developed 100+ MW of data center projects,who will share candid and authoritative observationsfrom his projects as well as the experiences of suchprominent firms as JPMorgan Chase, HSBC, DeutscheBank.

Simon TushaPrincipalReal Property Investors

Jeff CrossVice President & Global Director of Sustainable SolutionsIDC Architects

Sig AndersonDirector of Critical EnvironmentsCH2M Hill

Breakout C: Changing Face of Utility Powerand the UPS

The facilities side of the data center is slowly wakingfrom its 50 year slumber and saying, “Hey, we need tostart evolving like the IT side of the house.” Thispresentation moves away from the usual conversationsabout how load profiles are changing in the data centerand highlights the increasing transformation of our utilitygrid. No matter if it’s smart grids, islanding, microgrids,fuel cells, or the like, data center infrastructure and inparticular the UPS should play a central role in providingnot only power quality, but selecting the best powersource for the load.

Bernardo MendezProduct Manager, UPS SystemsActive Power

4:10 P.M.Vendor Knowledge Exchange

Select Corporate Leadership Program Partners will presentinformational sessions on various products and services.

Presentations will be given by:

Digital Realty, Active Power, Caterpillar, Siemens,

ABB, CA Technologies, Cummins Power Generation,

Cyberex, PDI, S&C Electric, Schneider Electric and

System Sensor



7:00 A.M.Breakfast & Registration

8:30 A.M.Opening Remarks

Bob Cassiliano will review day one highlights, recognizethe conference Corporate Leadership Program sponsorsand give a 7x24 Exchange update.

9:00 A.M. KeynoteGoogle Data Centers: A Behind the ScenesLook at Infrastructure and Innovations

Google’s data center practice helped develop thecompany’s competitive edge for online services andproducts. Now, nearly seven years after the first datacenter went into production, there is an ever increasingneed to be creative in order to drive efficiency andminimize the impact on the planet. This presentationhopes to uncover some of Google’s early day decisions,why they were made and how those decisions led tofuture innovation. Take a virtual tour with us of ourfacilities and join the discussion of what challenges we allface in the industry.

Joe KavaSenior DirectorGoogle Data Centers


10:30 A.M.IBM: Big Data, Big Opportunity

Come learn about Big Data – Marketplace, KeyTechnologies, and End Use Cases and how a Big DataPlatform can accelerate your business past yourcompetitors. Solve complex problems and gain insightnever thought possible via Big Data exploration anddiscovery. Enhance your productivity via theperformance gains Big Data delivers and see why BigData is the future of IT.

Bruce D. WeedProgram DirectorWorldwide IBM Big Data Business Development

11:30 A.M. Retrofit, Build, or Go Colo/Cloud: ChoosingYour Best Direction

One of the key decisions facing data center owners overthe next few years is going to be whether they shouldretrofit, build, colocate, or move to the cloud. Eachcertainly has its benefits, but they also come with theirown inherent risks and costs. By first understanding the

growth plan of your business and data processing needs,you can then determine the right mix of solutions. Sincenot all processing needs require top security or in-houseoversight, many can be sent outside the organization.However, core transactions will most likely remain in-house, which means that right-sizing your data centerthrough a retrofit or new build project will likely remain anecessary part of your data center strategy, even as moredata center needs move to colocation and the cloud.

To start this journey, it’s important to benchmark thecosts, benefits, and risks of each option. It’s also criticalto understand what needs can or should fall into eachbucket so that a true “apples to apples” comparison canbe made. For instance, if only a small amount ofprocessing can be moved outside the organization, itmay not be beneficial if you already have (or can easilyget) the available capacity from existing operations.Also, not all construction costs or colocation/cloud costsare the same, which means regional comparisons mustbe made. Documenting the average costs and servicesfor colocation and cloud providers is key to making aninformed decision. From there, an internal review of datacenter needs can be conducted along with theassociated capital costs to retrofit. At that point, aninformed decision can be made as to which options suitthe business, both today and tomorrow.

Kevin BrownVice President, Data Center Global OfferSchneider Electric

12:30 P.M.Lunch and Networking

2:00 P.M. The University of Utah Data Center: How toExceed Goals, Not Budgets

In July of 2010, the University of Utah issued an RFP forthe design of a 6 MW data center. The basis of design forthe Tier 3/Tier 1 facility included raised access flooringand traditional data center cooling strategies. Through avigorous and collegial design process a team consistingof the owner, contractor, engineers and architectdelivered a facility that challenged and changed virtuallyevery aspect of the BOD resulting in a flexible andscalable data center predicted to achieve an annualizedPUE of 1.25.

Brent EliesonAssociate DirectorUniversity of Utah

Robert StyAssociateSmithgroupJRR – Phoenix

Sean ThompsonSenior AssociateVCBO Architects

Tyler WilsonDirector of Mission CriticalOkland Construction

TUESDAYNOVEMBER 13



3:00 P.M.Refreshment Break

3:30 P.M.CONCURRENT BREAKOUT SESSIONSBreakout A: Designing and Building aMassively Modular Data Center

While at Yahoo and Microsoft, Kevin Timmons helpedbuild some of the industry’s most innovative facilities.Timmons now sees modular concepts entering a newphase that’s more about deployment strategy than formfactors. In his new post as CTO of CyrusOne, Timmons isadvancing a design approach called “Massively Modular.”This phrase reflects the ambitions of CyrusOne, whichhas super-sized its approach to scalable colocationfacilities with the development of a one million squarefoot campus in Chandler, Arizona. This presentation willexplain the road from design to build of a massivelymodular, scalable data center, on a condensed timeframe.

Kevin TimmonsChief Technology OfficerCyrusOne

Ed DowneyVice President, MEP DivisionJE Dunn Construction

Breakout B: Innovations in Data CenterCommissioning

Data Center commissioning helps contractors, operators,engineers and facilities managers validate designs,installations, total system performance and even LEEDcompliance. Innovative new technology now makes itpossible to identify potential issues during data centercommissioning — before power, generation, powerquality and chiller infrastructure become big problems tofuture tenants that result in downtime, lost revenue,

added costs and damaged reputations. This session willlead attendees through the crucial steps of a successfuldata center commission and explore the innovative newsolutions now available to optimize certain steps of theprocess.

Mark SiiraDirector, Business DevelopmentComRent International

David MulhollandVP of Marketing and ServicePower Distribution, Inc.

Breakout C: Hot/Cold Aisle Fire Protection —New NFPA Code Requirements

The NFPA has just enacted new fire code regulationsaddressing all the changes surrounding data centerHVAC aisle containment trends… and these new codeswill have significant impact on almost every facilityacross the country. These new fire codes will clarify theconfusion around hot/cold aisle design and provide youwith specific criteria which must be followed to meet allcode requirements. Unfortunately, manufacturers ofhot/cold aisle systems tried to come up with what theyfelt were fire protection designs that address theseproblems, but they are unaware of NFPA codes and theirstrict approval process. Dealing with fire protectionchallenges with aisle containment is not difficult if onefirst clearly understands fire codes and the potentialproblems prior to designing a solution. You will leave thissession knowing what the real issues are and how tospecifically overcome them. You will understand whythese code changes are significant and why they must befollowed. It’s simple… when dealing with aislecontainment, if fire protection is not dealt with upfront, itcould be very costly to fix later, so deal with it soonerrather than later.

Lee KaiserEngineering ManagerOrr Protection Systems



Get ready to experience the wide-open skies of the Sonoran Desertwith your 7x24 Exchange colleagues at this exclusive Native AmericanNight event! Though only minutes from the hustle of the city, thisdesert location will seem a million miles away from everywhere. As youarrive at this private desert site, you will experience the beautiful colorsof an Arizona sunset while listening to the sounds of an award winningNative American trio as you enjoy dinner. Afterward, take in majesticnight time desert views on a hot air balloon, make an authentic NativeAmerican dream catcher, shoot a bow and arrow, throw a tomahawk,view the stars with a professional astronomer and take your shot atracing a real Armadillo. Open fire pits and authentic Native AmericanHoop and Fire Dancing will add the perfect touch of warmth to thisgenuine experience. We look forward to sharing the evening with you!

6:00 P.M.

Special thanks to the partners that made this event possible:



7:00 A.M. Breakfast

8:30 A.M.Opening Remarks

Bob Cassiliano will review highlights from day twoand address housekeeping items of interest.

8:45 A.M. KeynoteIntel: Data Center Energy Efficiency —History and Future

At the 7X24 Exchange 2003 Fall Conference Intelpresented a comprehensive vision for power andthermal management to improve overall data centerefficiency. Since then, in the intervening decade, wepresent data showing the industry has realized manyof the ideas. These include advances in energyproportional computing, improved data centerinfrastructure efficiency, and data center powermanagement. These have led to significantimprovements in overall data center efficiency. Newusages like Cloud computing, Big Data, and thegrowth of Exascale HPC push the stakes forefficiency even higher. We summarize a look aheadat some opportunities to improve efficiency to meetthose challenges. We discuss the need to change theparadigm for efficiency from separated IT andinfrastructure metrics to maximizing performanceand work output within available energy and powerenvelopes at the data center level. Theseconclusions point to a need for betterunderstanding of usage models and theirperformance requirements.

Deva BodasPrincipal EngineerIntel

Winston SaundersDirector, Data Center Power and Security InitiativeIntel


10:15 A.M.Facebook OCP: Operation in HumidClimate & DC Reliability Calculations

Facebook has completed the construction ofcustom greenfield data centers in Prineville, OR andForest City, NC, and is currently constructing inLulea, Sweden. Previously, Facebook leased datacenter capacity, as is typical for Internet startups. Asdemand continued to grow, it was clear that

Facebook would reach a scale where design andconstruction of a customized site would bebeneficial. Control of the application, the serverconfigurations, and the data center design wouldallow for customization beyond what is typicalindustry practice. The following Open ComputeProject technologies and topics will be discussed(opencompute.org): quick review of design;operational data in east coast data center humidclimate; and review of our reliability calculations.

Paul Hsu, P.E.Data Center Electrical EngineerFacebook

Dan Lee. P.E.Data Center Mechanical EngineerFacebook

11:15 A.M.Practical Energy EfficiencyEnhancements in the Data Center

This session will be a case study of energy efficiencyinitiatives taken in order to reduce electrical andcooling costs in our production data centers.Initiatives include air economization, watereconomization, IT equipment standards changes,UPS modifications, lighting changes and otherstrategies. Emphasis will also be placed onimproving existing investments and architecturewhere it is not cost effective to replace data centerinfrastructure. Attention will also be given to lessonslearned and caveats of these implementations.

David FilasData Center EngineerTrinity Health

12:15 P.M.Conference Adjourns

WEDNESDAYNOVEMBER 14



TWO QUICK STEPSTO REGISTRATION

1. Conference Registration

Complete a Conference Registration Form for each participant online ormail or fax a copy of the Conference Registration Form on next page to:

7x24 Exchange

322 Eighth Avenue, Suite 501, New York, NY 10001Phone: 646-486-3818 | Fax: 212-645-1147


To guarantee early bird rate, registrations must be received by October 19th.

2. Official Conference Hotel Reservations

To take advantage of 7x24 Exchange’s special rates you can visit theconference website at www.7x24exchange.org to make an onlinereservation at the Arizona Biltmore or the Embassy Suites Phoenix –Biltmore

Arizona Biltmore1-800-950-0086

Group code: 7x24

Conference room rate of $209.00/night for a single or double plus tax.

Check in: 4:00 P.M. - Check out: 12:00 P.M.

Upon arrival and departure a $6 charge will be billed to each guest room for bellmangratuity and a $3 per day charge will be added for the room attendant. The nightlyresort fee has been waived for 7x24 Exchange attendees. Your room rate includes guestroom internet, entry to the spa & fitness center, unlimited local calls, long distanceaccess fees, no charge for credit card, toll free or collect calls, Biltmore Fashion Parkshuttle and newspaper each morning. Parking at the Arizona Biltmore is $12 if you selfpark and $27 for valet per day.

Please Note: Room reservations are available on a first come, space-available basis.Space permitting, this block will be available until October 19, 2012.

Embassy Suites Phoenix – Biltmore1-800-EMBASSY or 602-955-3992

Group code: 724

Conference room rate of $229.00**/night for a single or double plus taxes.

Check in: 3:00 P.M. - Check out: 1:00 P.M.

**Please Note: The room rate for the Embassy Suites Phoenix - Biltmore listed above willbe reduced to $199 single or double plus taxes as 7x24 Exchange has agreed to have$30 of the room rate plus taxes for each night booked by any 7x24 Exchange attendeetransferred to the 7x24 master account. Room reservations are available on a first come,space-available basis. Space permitting, this block will be available until October 21,2012. Included in your room rate is a complimentary 2 hour managers reception nightly5:30-7:30pm. Complimentary fitness and business center. Parking at the EmbassySuites Phoenix - Biltmore is $8 per day. Shuttle transportation will be provided betweenEmbassy Suites Phoenix - Biltmore and Arizona Biltmore for attendees and guests only .Attendees staying at the Embassy Suites Phoenix - Biltmore will receive complimentaryparking at the Arizona Biltmore.

Register for the conference and make your hotel reservations early, asthese blocks will likely sell out. Previous 7x24 Exchange conferenceroom blocks have sold out. 7x24 Exchange is not responsible formatching rates, finding additional rooms or providing transportation tohotels that have not been contracted by 7x24 Exchange once theseblocks are sold out. 7x24 Exchange makes every effort to reserve theappropriate number of room nights for attendees. In the event of asellout 7x24 Exchange will recommend nearby accommodations.

Vendor/ConsultantPolicies & ProceduresInformation Tables All vendors and consultants areencouraged to participate in 7x24Exchange. However, the group isprimarily driven by user interest.Tables are provided at theconference for the distribution ofproduct literature, educationalmaterial and other usefulinformation at no cost. Displaysigns are not permitted onliterature tables. Overt selling at7x24 Exchange meetings and theuse of 7x24 Exchangemembership lists for direct sellingare prohibited.

Hospitality SuitesHospitality suites/demo roomsare permitted on Monday,November 12th between the hoursof 6:30 P.M. and 10:30 P.M. Allhospitality suite hosts must be aSilver Partner of the 7x24Exchange Corporate LeadershipProgram (CLP). In order to berecognized by 7x24 Exchangevendors must complete a suiteregistration form.

As always, hosting a hospitalitysuite gives vendors direct accessto the conference attendees andprovides the opportunity topromote products and services inan enjoyable relaxed environment.If you are interested in hosting asuite on Monday, November 12thplease contact Brandon Dolci at646-486-3818 x108 beforeOctober 15th.


REGISTRATION FORM PLEASE PRINT OR TYPE CLEARLY

Name:

(Informal name/nickname for badge)

Position/Title

Company

Address

City State Zip

Phone Fax

E-mail

CONFERENCE FEES:

END USERSEarly Bird Discount After

through Oct 19 Oct 19

Member: $1,200 $1,400

Non-member: $1,400 $1,700

CONSULTANTS/VENDORSMember: $1,500 $1,800

Non-member: $1,800 $2,100

PAYMENT METHOD:n Check enclosed

Charge (check one)n American Express n Visa n MasterCard n Discover

Card Number: Exp. Date:

Name (as it appears on the card)

Signature

Promotion Code:

Do you plan to attend?

SUNDAY 10:00 A.M. – 1:00 P.M.Data Center Maturity Model n Yes n No

SUNDAY 2:30 P.M. – 5:00 P.M.Fluid Mechanics n Yes n No

SUNDAY 6:00 P.M. – 9:00 P.M.Sunday Evening’s Buffet Reception n Yes n No

If yes, do you plan to bring a guest? n Yes n No

Name of guest:

A guest is a spouse/significant other, friend or an adult child (18 and over) who isnot in an industry related occupation. Co-workers or associates in the industrymay not use the guest registration category and are required to submit a separateregistration form. Guests are invited to attend the Welcome Reception, MondayMorning Keynote, Hospitality Suites, Vendor Sponsored Event and WednesdayMorning Breakfast.

MONDAY 3:00 P.M. – 4:00 P.M.Breakout A: $4M for Water n Yes n No

Breakout B: Conversion of Outdated Manufacturing n Yes n No

Breakout C: Utility Power and the UPS n Yes n No

TUESDAY 3:30 P.M. – 4:30 P.M.Breakout A: Massively Modular Data Center n Yes n No

Breakout B: Innovations in Commissioning n Yes n No

Breakout C: Fire Protection n Yes n No

NATIVE AMERICAN NIGHTS n Yes n No

Do you plan to bring a guest? n Yes n No

Name of guest:

Other comments, suggestions:

Do you wish to receive membership information? n Yes n No

n Check here if this is your first time attending a 7x24Exchange Conference

If yes, how did you hear about 7x24 Exchange?

The conference registration fee covers conference sessions and activities,handout materials, Sunday’s reception, lunches and breakfasts on Monday,Tuesday and Wednesday. Participants are responsible for all other expenses,including guest meals, transportation and hotel accommodations. The dress codeis business casual. Cancellations received by October 12th will be refunded, less a$150 handling fee. There will be no refunds after October 12th. However,substitutions of company participants may be made at any time.

Return this form to: 7x24 Exchange

322 Eighth Avenue, Suite 501, New York, NY 10001Phone 646-486-3818 • Fax: 212-645-1147

Registration is also available online at

www.7x24exchange.org 11


END-TO END RELIABILITYMISSION CRITICAL FACILITIES

2012 FALL CONFERENCE CORPORATELEADERSHIP PROGRAM PARTNERS (AT PRESS TIME)

Directors and Officers

Chairman & CEO ROBERT J. CASSILIANOBusiness Information Services, Inc.

PresidentDAVID SCHIRMACHERDigital Realty Trust

Vice PresidentCYRUS IZZOSyska Hennessy

Director of Marketing –Vendor RepresentativeJULI IERULLICaterpillar

Director – ChapterRepresentativeMICHAEL SITEMANJones Lang LaSalle Americas, Inc.

Administrative DirectorKATHLEEN A. DOLCI(646) 486-3818 x103

Membership & EducationTARA OEHLMANN, ED.M.(646) 486-3818 x104

ConferencesBRANDON A. DOLCI, CMP(646) 486-3818 x108

Register online today @www.7x24exchange.org

Questions? Call 646-486-3818 x100or e-mail [email protected]

MARQUIS PARTNER

PLATINUM PARTNERS

GOLD PARTNERS

SILVER PARTNERS

BRONZE PARTNERS

MEDIA PARTNERS

322 Eighth Avenue, Suite 501New York, NY 10001

PRE SORTEDFIRST CLASSU.S. POSTAGE

PAIDWILKES-BARRE, PAPERMIT NO. 413



7x24 fall 2012 conf fall 2012 invitation.pdfstandby generation generators are the most critical...

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