What I saw and heard were people considering real-world applications of space technologies for terrestrial business applications. I heard entrepreneurs pitching venture capitalist Bill Collins of Starboard Venture Partners, and I was impressed by his patience. Around Bill was Randy Barker, CFO of XCOR Aerospace, as both of them had just come off the stage from their Private Opportunities in Space segment.

Lead by Dr. Kathleen Allen of USC's Marshal center for Technology Communications the conference opened with, "This is the inaugural event and USC is hoping to spark the community." For the approximately 200 people in the room we all leaned forward to learn of USC's vision of preparing entrepreneurs to monetize the dream of space.

From one of the leading universities in America to the California Space Authority, the conference attendees heard about the $23 billion dollars annually coming to California from the Space Industry. Former Congressman and now Deputy Director Janice Dunn gave great pitch for the CSA's effectiveness in moving the California Space Industry forward and maintaining its commanding lead in the global market.

The conversation and discussion really got going when all started grinning and laughing about sex in space. The billionaire next to me snickered that the Russians have already done that. Some preferred gravity for our creationist acts and others pondered the business models.

Is sex in space how we are going to get the public interested? Apparently, NASA research shows that you won't need Viagra in space. But, that was said with a hushed toned as talking about sex and space can have "repercussions".

Or was that sports in space. The banter then moved to games played during the 22 seconds of zero g in planes.

Dr. Fred Best, Director of the center of Space Power explained zero G as something like this: "I've done the superman in zero g and many other tricks and the most fun still comes from the 'WOOOOOOOOOW' first timers scream as they have their first zero g experience." While continuing under his breathe, "except for the ones that get... sick."

Bill Collins did a great job of keeping the conversation on real-world business models offering observations such as, "Space based infrastructure will dominate the move to private sector technologies." While emphasizing the key was "taking tech assets and turning them into profitable businesses."

In a laugh and punch at the government technology adoption curve, Bill said the government is three to four generations behind...Rockets with flames are so... 'automotive' technology. While asking the question: "Are we kidding ourselves.?"

As instructed by the SpaceDaily.com publisher, I prepared a good set of questions about why the space industry does not advertise in space media. But before I had the opportunity to ask my question, plug Spacedaily.com, and impress the billionaire next to me, I was hearing my own questions being asked by the presenters, as each presenter spent some time talking about educating the public.

Dr. Best said, "Things will follow public understanding."

Randy Baker from Xcor chimed, "It's not science fiction any more."

All of the panelists were grateful for the noticeably absent billionaire Richard Branson's contribution by making eye candy for the marketing of Space via his Virgins in Space campaigns.

It is from here the conference sent a message to the Chinese. Or I should say, using the threat of China getting to the moon first as being the 800 pound strawman of the space race. If China gets to the moon first.. oh no. Each panelist pumped up like peacocks and said for sure the US would be first (again).

All seemed to agree with Bill Collins as he said, "It's not who's first, it's who gets there best." Spoken like a true entrepreneur who knows he can do things better, cheaper and faster than the government. Or was that faster, better and cheaper.

So, what about my question about the abject lack of support from the space industry for its own media outlets?

George Whitesides, Executive Director of the National Space Society, which apparently is the largest space advocacy group dedicated to the creation of a spacefaring civilization, answered that he thinks the big 10 aerospace firms are in their own little world and feed off endless government contracts. But he did hope I would share the secret of finding industry advertisers, but I thought to myself SETI has a better chance than I do.

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