Located in Scotts Valley, California, the Creative Advanced Technology Center (ATC) is home to the advanced audio technology development group for Singapore-based Creative Technologies, Ltd. and its North American subsidiary, Creative Labs, Inc.  Founded in 1994, ATC develops proprietary VLSI and audio processing algorithms that provide Creative audio products with unique, state-of-the-art capabilities. ATC today consists of approximately 50 engineers, scientists, and other staff with world-class expertise in VLSI design, audio digital signal processing algorithm design, and software, firmware, and embedded DSP development.