Behind the scenes, another 100 employees work to keep the operation of the market running smoothly and efficiently. The employees of Pike Place Market PDA (Preservation and Development Authority) have a secret weapon in their quest to keep the fast-paced Market running smoothly. That weapon is the AMD Athlon™ processor.

As the PDA Network/System Administrator, Jeff Serafini strives to keep 50 systems operating at peak performance levels 40 hours a week. "The incredible speed of the AMD Athlon processor helps my users be more productive. At the same time, because of the 7th generation architecture of the AMD Athlon, I'm ensuring longevity for my investment," he explained.

Pike Place Market PDA serves as the nonprofit landlord and property manager for all the market's myriad operations. The marketing department uses Adobe Photo Shop, Pagemaker, and Microsoft® Publisher to design and produce marketing materials. The property management and accounting teams rely heavily on spreadsheet software, and in particular, a property management software called Yardi, designed for both property management and accounting functions. And the maintenance department depends on AutoCad. From Serafini's point of view, "Autocad and the AMD Athlon processor work as if they were made for each other."

All of the diverse applications are equally important to a complex and multi-faceted business that throbs with daily activity. When Serafini arrived at the Market three years ago, most of the workstation processors were made by an AMD competitor. That situation changed quickly under Serafini's direction. "I found AMD processors were more cost-effective and we got better performance for less money," Serafini remembered. And that was before the AMD Athlon processor had been introduced.

Serafini, like any dedicated Network/System Administrator, must keep abreast of new products and developments. "I read reviews and they certainly help me in making my purchasing decisions. But the most important criteria in helping me evaluate PC performance is to put the processors in the hands of my users and let them decide. All my users have praised the AMD Athlon processor and thanked me for the level of performance they now have," he said.

If Pike Place Market is the "heart and soul of downtown Seattle," as Serafini describes it, then perhaps the AMD Athlon processor is "the heart and soul" of the machines that keep this market moving. "The AMD Athlon processor ensures my users are as productive as possible," Serafini said. "Overall, I'd say it provides fantastic performance, quality and stability at an irresistible price."

Thank you Jeff. We couldn't agree more.