Light Watch - American Lighting Association

Transcription

January/February 2009 • Volume 39, No. 1
A publication of the American Lighting Association
Free ALA Member Letter to Members from the
Board of Governors Chair
Seminar being
held during Jan. Dear ALA Members,
petition include not only the product
Dallas Market
Difficult times are also times of oppor- design categories, but also an application
T
he ALA is hosting a free member
seminar titled Gaining the Advantage
in Tough Times on Sunday morning,
Jan. 18, from 8 a.m. to 9:30 a.m. during
the upcoming January Dallas Market. Steve Mulvany, a popular seminar leader and
speaker at recent ALA
Annual Conferences, will
lead the session on how
to cope with current challenges and position your
business for future success.
Points Mulvany will cover include:
▶▶ How ALA members are coping with
the challenging economy
▶▶ Doing now what you “shoulda done”
in the good times
▶▶ Finding opportunities now and getting ready for future opportunities
“In this economic environment, the
ALA staff recognizes the need for extra
programs to help members build stronger businesses,” said ALA President/
CEO Dick Upton. “This seminar is just
one of the ways we are striving to help
our members succeed in theses challenging times.”
The seminar will also include specific
suggestions for ALA members, takehome ideas for implementation and an
open-discussion period for attendees.
To register for the free seminar,
download a form at www.americanlightingassoc.com and return it to the
ALA by Jan. 16. Registrations will be
taken on a first-come, first-served basis.
On-site registration will be allowed if
seating is available.
Free to ALA Members
Seminar: Gaining the Advantage in Tough Times
Date: Sunday, Jan. 18
Time: 8 a.m. - 9:30 a.m. Location: ALA Seminar Center (WTC 345) Instructor: Steve Mulvany,
Management Tools Inc.
tunity. During this coming year, I would
like to focus on the opportunities ahead
for us as an industry and make sure that
the association helps all of its members
take advantage of those opportunities.
In addition to our ambitious Action
Agenda for 2009, we have started some
initiatives that are helping our members
now to make their businesses more competitive. Two of the most important ones
are our lead generation program that forwards sales leads to member showrooms
within 24 hours and our new Webinar
training sessions that are delivering highvalue education very efficiently.
One of the main issues that we are going to face, in all likelihood, is a renewed
focus on energy efficiency at the state
as well as the federal level. One of my
personal goals for this year is to have us,
as an association, influence the debate
at all levels in such a way that lighting is
not looked at as an appliance with light
bulb efficiency as the only consideration.
Lighting is and should be more—quality
lighting is an essential contributor to a
home environment that makes it worth
living in.
A starting point for this effort is
updating the Lighting for Tomorrow competition. Our goal is to have the com-
category that would require entrants to
design lighting in a residential space so
that it provides great light quality for the
required tasks with the lowest kWh/sq.
ft. achievable.
All light source types and/or controls
would be eligible to accomplish this end.
My hope is that we can demonstrate that
energy savings and great light quality
using potentially all light sources (incandescant, fluorescent, halogen and LEDs)
are not mutually exclusive.
The second angle is to involve all
relevant decision makers in a discussion
about good lighting as a prerequisite for
consumers to really embrace lighting
efficiency considerations. Good controls
are also an integral part of this approach. Quality lighting and sustainability of our natural environment do not
need to be enemies; they can co-exist
with each other.
Let us all have a good and prosperous
New Year 2009.
Yours…
Paul W. Eusterbrock
President, Holtkoetter
International, Inc
A
Mark your calendars now for these
upcoming lighting events.
Jan. 6 - 14
Atlanta International Gift & Home
Furnishings Market
Jan. 13
ALA Webinar: Techniques for
Improving Your Lighting Sales in
Tough Economic Times
Jan. 15 -19
Dallas International Lighting
& Accessories Market
Jan. 18
Free ALA Member Seminar
at Dallas Market:
Gaining the Advantage in Tough Times
Feb. 9 - 13
Las Vegas Winter Market
March 19
ALA Webinar: How to Light a
Media Room or Home Theater
Sept. 13-15
2009 ALA Annual Conference
Palos Verdes, Calif.
IN THIS ISSUE
2 Government Affairs
3 Association News
Win-Win Gained with Adoption
of New California Portable
Lighting Regulations
mong the portable lighting regulations unanimously adopted by the
California Energy Commission (CEC)
in December were many ALA recommendations, producing a win-win result
for both the lighting industry and energy
efficiency advocates.
The regulations were pursued as
one step in meeting the California
Legislature’s mandate to reduce indoor
residential energy usage by 50 percent
by 2018.
Light Watch
The adoption came after months of
discussions, during which an ALA Task
Force was closely involved in providing a positive, workable energy-savings
solution from the lighting industry that
could also gain buy-in from energy efficiency advocates.
As a result of the new regulations,
manufacturers will be required to place
an appropriate energy-efficient lamp
(CFL) in the box of all portable fixtures
Continued on Page 15
6 January Market
8 2009 Annual Conference
9 Showroom Management
12 Member News
14 Education/Training
The American Lighting Association
is a trade association representing
the lighting industry, serving
members and their customers, and
working to protect and advance
the industry while promoting the
sale and application of quality
lighting products.
GOVERNMENT AFFAIRS
Page 2
Concerns Lead to Withdrawal of Canadian
Proposal Requiring 75-Watt Power Limiter
for Ceiling Fan Lighting
N
atural Resources Canada’s
(NRCan’s) Office of Energy
Efficiency (OEE) has withdrawn a proposal that would have required a 75-watt
power limiter on ceiling fan light kits by
Jan. 2012 following concerns voiced by
the ALA, its Canadian Task Force members and several ALA member ceiling
fan manufacturers.
“Due to time constraints that preclude
the analysis and consultations necessary to propose alternatives, Natural
Resources Canada has decided to
remove the second performance level of
a maximum power allowance of 75 W
from the proposed regulation,” stated
Pierrette LeBlanc, Senior Standards
Engineer of the OEE.
The proposal was opposed by the
ALA because it would have made
Canadian requirements for ceiling fan
light kits more stringent than those in
the U.S., forcing manufacturers to produce special products for Canada and
limiting Canadian showrooms to selling
only compliant fans.
“We all are in favor of energy efficient
designs,” said Bruce Robinson, president
of Robinson Lighting in Winnipeg and
chair of the ALA Canadian Task Force,
“but we should work to harmonize with
the U.S. to prevent a policy that would
put Canadian retailers and manufacturers of fans at a disadvantage.”
ALA leadership and Canadian Task
Force members will continue to monitor
NRCan’s proposals.
“NRCan does not consider the U.S. legislation on secondary lighting (i.e. accent
lighting) to be a proper energy applica-
ALA PAC
Champions
All Re-Elected
tion,” said Robinson, “so they will at some
point propose another ‘energy-designed’
piece of legislation. We expect to be ‘at the
table’ for those meetings.” Members of the
Canadian Task Force include:
▶▶ Bruce Robinson, Robinson Lighting
(Chair)
▶▶ Howard Bernstein, ARTCRAFT
▶▶ James A. Cooper, Canarm Ltd.
▶▶ Fred Fennell, Fennell Marketing and
Sales Ltd.
▶▶ Terry McGowan, ALA
▶▶ Terry Muir, Kendal Lighting Inc.
▶▶ Fred Naimer, Union Lighting Co. Ltd.
▶▶ Joey Sadofsky, ALICO Industries Inc.
▶▶ Gary Taylor, Living Lighting
▶▶ Dick Upton, ALA
A
ll six members of Congress named
ALA Political Action Committee
(PAC) “Champions” in 2008 were reelected to their positions in November.
“We are pleased that the ALA champions continue to have the support of
their constituents,” said ALA President/
CEO Dick Upton. “Being able to build on
our existing relationships with ALA PAC
champions is a boon for the association as
we work to have a seat at the table when
industry legislative issues are raised.”
The ALA PAC Champions are:
▶▶ Sen. Mark Pryor (D-Ark.)
▶▶ Sen. Jeff Sessions (R-Ala.)
▶▶ Rep. Joe Barton (R-Texas)
▶▶ Rep. Rick Boucher (D-Va.)
▶▶ Rep. Bart Gordon (D-Tenn.)
▶▶ Rep. Pete Sessions (R-Texas)
▶▶ Rep. Fred Upton (R-Mich.)
▶▶ Rep. Henry Waxman (D-Calif.)
A S S O C I AT I O N N E W S
2009 Board of Governors
Salute to Retired
ALA Committee Chairs
T
he ALA extends thanks to our retired committee chairs
for their service in 2007–2008.
Board of Governors and Executive Committee
M. Thomas Early
President, Burgess Lighting and Distributing
Paul W. Eusterbrock, Chair
President
Holtkoetter International, Inc.
South St. Paul, Minn.
Richard D. Upton, CCE
President/CEO
American Lighting Association
Dallas, Texas
Lars E. Bostrom, CLMR, Chair Elect
President
Bostrom Lighting Sales
Raleigh, N.C.
Carolyn G. Overman, Secretary
Owner
Western Montana Lighting
Missoula, Mont.
Conference Committee – 2008
Ray Angelo
President, Westinghouse Lighting Corp.
Finance Committee
Irene L. Wang
President, Designers Fountain, Inc.
Governors Nominating Committee
Bruce A. Robinson
President, Robinson Lighting
Manufacturers’ Steering Committee
Paul W. Eusterbrock
President, Holtkoetter International, Inc.
Clark R. Linstone, Treasurer
Chief Financial Officer
Lamps Plus
Chatsworth, Calif.
M. Thomas Early,
Immediate Past Chair
President
Burgess Lighting and Distributing
Forestville, Md.
Tony Davidson
President/CEO
Kichler Lighting
Cleveland, Ohio
John E. Deininger
President
Deininger Lighting Group, Ltd.
Burnsville, Minn.
Membership Development Committee
Paul W. Eusterbrock
ALA Political Action Committee (PAC)
Clark R. Linstone
President, Pacific Coast Lighting
Officers Nominating Committee
Michael Estrin
Owner, Estrin-Calabrese Sales Agency
Public Relations, Communications and BiNational Committee
Bobbie K. Pearsall
Advertising Director, Quoizel, Inc.
Fred C. Fennell, CLMR
Owner
Fennell Marketing & Sales, Ltd.
Barrie, Ontario
Kevin M. Herdt, CLC
President
Austin Bluffs Lighting
Colorado Springs, Colo.
John F. McKiernan
Vice Chairman
Lutron Electronics Co., Inc.
Coopersburg, Pa.
Scott H. Muse
Vice President
Hubbell Lighting, Inc.
Greenville, S.C.
Jan E. Zanger
President
Zanger Associates, Inc.
Eldersburg, Md.
Showroom Steering Committee
Carolyn G. Overman
Western Montana Lighting
Page 3
2009 Committees
Welcome
11 New Chairs
Discover the Allure of Mariana.
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E
leven of the ALA committees will be
led by new chairs in 2009.
“It is great to have so many new committee chairs who have agreed to serve the
ALA this year,” said Eric Jacobson, ALA
VP of membership. “It is important for the
ALA’s future to have a diverse, qualified
volunteer leadership base to fill future
board and officer positions. We are encouraged by our new committee chairs’ support
and look forward to their ideas that will
help drive and shape ALA programs.”
New committee chairs are marked
with an asterisk (*):
Awards Committee
Richard A. Wiedemer, Jr., CLC
President, Hinkley Lighting
*Board of Governors and
Executive Committee
Paul W. Eusterbrock
Certification Committee
Norm R. Brown, CLC
Regional Manager, Norburn Lighting
& Bath Centre
Components Steering Committee
Daniel D. Lewis
President, RLR Industries
*Conference Committee – 2009
Stanley D. Johnston, CLC, CLMR
President, Johnston Lighting Assoc.
*Conference Committee – 2010
Pending
Conference Committee – Long Range
Rick L. Seidman
President, Quoizel, Inc.
Education Committee
Eric S. Borden, LS
Vice President, Sea Gull
Lighting Products, LLC
Education Foundation Board of Trustees
William S. Brown
President, House of Troy
Electronic Technology Committee
Jim E. Decker
Vice President–Brand Mgmt.,
Progress Lighting
Engineering Committee
Michael S. O’Boyle
Manager of Codes, Standards and
Laboratories, Lightolier
*Finance Committee
Clark R. Linstone
Chief Financial Officer, Lamps Plus
Government Affairs Committee
Clark R. Linstone
President, Pacific Coast Lighting
*Governors Nominating Committee
Nathan Frampton
President, Fanimation
*Manufacturers’ Steering Committee
Tony Davidson
President/CEO, Kichler Lighting
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Manufacturers’ Representatives
Steering Committee
John E. Deininger
President, Deininger Lighting
Group, Ltd
*Membership Development Committee
Lars E. Bostrom, CLMR
President, Bostrom Lighting Sales
*ALA Political Action Committee (PAC)
Jack D. Fleischer, CLC
President, Hermitage Lighting Gallery
*Officers Nominating Committee
Michael Gladstone
General Manager, Royal Lighting
*Public Relations, Communications and
BiNational Committee
T. Tracy Bilbrough
President/CEO, Generation Brands
*Showroom Steering Committee
Kevin M. Herdt, CLC
President, Austin Bluffs Lighting
Strategic Alliances Committee
John F. McKiernan
Vice Chairman, Lutron Electronics
Vice Chair: Ray Angelo
President, Westinghouse Lighting Corp.
Young Executives Task Force
Nathan Frampton
President, Fanimation
Shelley Wang, LS
General Manager, W.A.C. Lighting
Page 4
ALA, Better Homes & Gardens at work on Lighting magazine for April
200,000 free copies to be delivered to ALA showrooms
ditors are currently hard at work
producing the next edition of
Lighting, the industry’s only national
consumer magazine focused entirely
on lighting. Due out in April 2009,
the publication is produced by the
award-winning editors of Better Homes
and Gardens and the ALA BiNational
Advertising and PR Program.
“We have been collecting images
from ALA manufacturers and writing
stories about residential lighting,” said
Steve Cooper, editor. “The cover concept is in development and will be shot
in late January. “
ALA manufacturers will once again
be prominently displayed in the publication through advertisements, product
displays and editorial coverage, and
ALA member showrooms will receive
free copies of the new edition to distribute to their customers.
In 2008, nearly 500,000 copies of the
magazine were distributed to consumers through bookstores, newsstands and
ALA showrooms.
“We were able to send 100,000 cop-
lighting

Better Homes and Gardens Special Interest Publications
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2008
Display until July 15
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Best Way to
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Make Your Exteriors Shine
How to Save Money & Energy
More than 100,000 free copies of the 2008 Lighting
magazine edition were distributed to ALA showrooms
through the BiNational and Public Relations program.
In 2009, 200,000 will be set aside for showrooms.
ies of the magazine to showrooms in
2008, along with a display stand,” noted
Larry Lauck, ALA VP of communications. “The supply was exhausted within two months, so this year 200,000
copies will be mailed to ALA showrooms to give away for free to their
customers as part of the BiNational
Advertising and PR Program.”
Lighting magazine has received
widespread recognition and been hailed
as one of the lighting industry’s most
significant marketing breakthroughs.
“Lighting’s high quality, breadth
and depth of content, and, most significantly, the Better Homes & Gardens
co-branding, really helps to underscore
the importance of lighting in the home,
both aesthetically and functionally,”
said Tracey Jong, marketing director for LAMPS PLUS in Chatsworth,
Calif. “Our customers loved them —
they flew off the stand.”
ALA manufacturers that purchase
advertising in the new edition will
receive special promotional placement throughout the magazine.
Additionally, full page advertisers will
receive a special product slideshow on
Better Homes & Gardens’ remodelingcenter.com Web site.
As of Dec. 15, the following manufacturers have reserved advertising space in
April’s edition of Lighting:
▶▶ Capital Lighting
▶▶ Casablanca Fans
▶▶ Craftmade International
▶▶ Designers Fountain, Inc.
▶▶ Encompass (Generation Brands)
▶▶ Fanimation
▶▶ Forecast, a Philips Group Brand
▶▶ Hadco, a Philips Group Brand
▶▶ Lightolier, a Philips Group Brand
▶▶ Monte Carlo (Generation Brands)
▶▶ Hinkley Lighting
▶▶ Holtkoetter International, Inc.
▶▶ Kichler
▶▶ Lutron
▶▶ Murray Feiss Lighting
(Generation Brands)
▶▶ Progress Lighting
▶▶ Quoizel, Inc.
▶▶ Sea Gull Lighting Products LLC
(Generation Brands)
■Research;
welcome to the marketing spa.
Sit Back, Relax … our team will rejuvenate,
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of your business.
Call us today, It’s All Taken Care Of…
Tel: (406) 777-2685
quantitative & qualitative
■Assessment & strategic planning
■Branding
■Team Development
■Marketing management
■Media planning & buying
■Coop management
■Advertising production; print,
radio, television, direct mail
& web design
■Public Relations & event planning
& coordination
■Catalogs, brochures,
corporate reports
[email protected] or [email protected]
Page 5
President’s Letter Launched
The ALA recently launched a monthly “President’s
Letter” from ALA President/CEO Dick Upton. The
letter goes out via cost-efficient e-mail and updates
members on the most important issues affecting
the ALA and the lighting industry. To update your
e-mail address, please contact Eric Jacobson at
[email protected].
Free Interior Design
e-Newsletters
Available to
Showrooms
T
he second issue of the ALA’s Bright
Ideas e-newsletter was delivered to
consumers on the association’s e-mail list
in November. In addition, the files were
sent to ALA showrooms for distribution
to their own customer e-mail lists.
The home lighting and décor electronic newsletter is produced by the ALA
BiNational Advertising and PR Program
and can be customized by dropping in
showroom contact information. The
e-newsletter contains interesting home
lighting tips, interior design ideas and
other timely information that homeowners would find useful.
“This is an easy-to-use, free tool for
showrooms looking to connect with
their customers,” said Larry Lauck, vice
president of communications for the
ALA. “The ALA BiNational Program
has done the work to put these files
together, so showrooms don’t have to
hire a Webmaster or programmer to
use them. Plus, the whole-house design
tips really add value to the showrooms’
electronic communications.”
For more information on the free
e-newsletter, contact Larry Lauck or
Amy Wommack at 800-605-4448,
[email protected] or
[email protected].
S
DID YOU KNOW?
ince May, 14,243 consumers logged
in to watch ALA Manufacturers’
videos on YouTube. The demographics
break out as follows:
35%—Ages 45-54
32%—Ages 35-44
10%—Ages 25-34
10%—Ages 55-64
7%—Ages 13-17
5%—Ages 18-24
1%—Ages 65+
60/40—Male to Female
JANUARY MARKET
Page 6
ALA Offers Five CLC-Credit Seminars 2008 January Market Schedule —
at Jan. Dallas Market
Meetings and Seminars
F
ive CLC-credit seminars will be offered by the ALA Jan. 15-17 at the 2009
January Dallas Market. Classes will meet at the ALA Seminar Center on the third
floor of the World Trade Center in Suite 345.
Attendees will receive CLC credits for each seminar as noted below.
Manufacturers’ Representatives can use the credits towards the Lighting Knowledge
Training requirements of the CLMR designation.
The fee for Thursday’s all-day course is $149 for members and $179 for nonmembers. The fee for each 1.5 hour course is $44 for members and $67.50 for
non-members.
Download a registration form at www.americanlightingassoc.com/members or contact Nicole Juneau at 800-605-4448, ext. 26, or [email protected] for
more information.
Thursday, Jan. 15 • 9 a.m. – 4 p.m. Includes lunch
Advanced Residential Lighting Design and Case Study:
Learn New Techniques and Stay Ahead of the
Competition in Today’s Tough Economy
(6 CLC Credits)
Instructor: Norm Brown, CLC
Sponsored by: American Fluorescent Corp.
Friday, Jan. 16 • 8 a.m. – 9:30 a.m.
Suite 345, World Trade Center — January 14-18 , 2009
WED., JAN. 14
3 p.m.—5 p.m.
Finance Committee
Board Room
THURSDAY, JAN. 15 7:30 a.m.—8:30 a.m.
Manufacturers’ Rep Steering Committee Seminar Center
7:30 a.m.—8:45 a.m.
Manufacturers Steering Committee
Dawson Conf. Room
(DMC 5th Floor)
7:30 a.m.— 8:45 a.m.
Education Committee
Board Room
9 a.m.– 10 a.m.
2009 Conference Committee
Small Conference Room
9 a.m. – 4 p.m.
Seminar
Seminar Center
1 p.m.—4 p.m.
Showroom Networking Group 1
4 p.m.—5 p.m.
Showroom Steering Committee
Board Room
4:30 p.m.—5:30 p.m.
Governors Nominating Committee
FRIDAY, JAN. 16 7:30 a.m.– 8:45 a.m.
Education Foundation Committee
7:30 a.m.– 9 a.m.
Public Relations Committee
Board Room
8 a.m.– 9:30 a.m.
Seminar
Seminar Center
9:30 a.m.– 10:30 a.m.
Membership Campaign
Board Room
Friday, Jan. 16 • 3:45 p.m. – 5:15 p.m.
11:30 a.m. – 12:30 p.m.
Awards & Recognition Committee
Board Room
Sustainable Lighting and the National LEED
for Homes Program: Are You Ready to Meet
the Market Demand?
(1.5 CLC Credits)
Instructor: Joseph A. Rey-Barreau,
AIA, IES, CS
Sponsored by: American Lighting, LLC
11:30 a.m. – 12:30 p.m.
Certification Committee
1 p.m.–4 p.m.
Showroom Networking Group 2
2 p.m.—3 p.m.
Electronic Technology Committee
Board Room
3:45 p.m.—5:15 p.m.
Seminar
Seminar Center
4:15 p.m.—5 p.m.
ALA PAC
Board Room
Saturday, Jan. 17 • 8 a.m. – 9:30 a.m.
5:15 p.m.—6:15 p.m.
PAC Reception (Tentative)
Seminar Center
Recessed and Track Lighting Sales and Design:
How to Increase Your Market Share
(1.5 CLC Credits)
Instructor: Norm Brown, CLC
Sponsored by: Progress Lighting The Ultimate Home Theater Lighting Solution and How to Use it to Drive More Business to
Your Showroom (1.5 CLC Credits) Instructor: J oseph A. Rey-Barreau,
AIA, IES, CS
Sponsored by: Justice Design Group, LLC
Saturday, Jan. 17 • 4 p.m. – 5:30 p.m.
Lighting Design for Custom Homes and
High-End Remodeling Projects
(1.5 CLC Credits) Instructor: Joseph A. Rey-Barreau,
AIA, IES, CS
Sponsored by: Eurofase, Inc.
SATURDAY, JAN. 17 7 a.m.—9 a.m.
Board of Governors
Board Room
8 a.m.—9:30 a.m.
Seminar
Seminar Center
9 a.m.—10 a.m.
Long Range Conference Planning
Noon—1 p.m.
Strategic Alliance Task Force
Board Room
2 p.m.–3 p.m.
Component Steering
4 p.m.—5 p.m.
Government Affairs
Board Room
4 p.m.–5:30 p.m.
Seminar
Seminar Center
5 p.m. – 5:45 p.m.
2009 Officers Nominating
5:30 p.m. – 6:30 p.m.
Young Executives Reception
Board Room
SUNDAY, JAN. 18 8 a.m.—9:30 a.m.
Free Member Seminar: Gaining
the Advantage in Tough Times
Seminar Center
JANUARY MARKET
Page 7
ALA Members
Among ARTS
Awards Finalists
S
everal ALA members are among the
finalists for the 20th Annual ARTS
Awards, the premier awards program for
the home decorative accessories industry. Winners will be announced Jan. 17
at the ARTS Awards Gala in the Dallas
Market Center (DMC).
“Congratulations to the finalists
for this year’s ARTS Awards,” said Bill
Winsor, president and CEO, Dallas
Market Center. “It’s an honor to celebrate these outstanding manufacturers,
retailers, product designers and sales
reps during the 20th anniversary of the
ARTS Awards.”
The ARTS Awards are presented
each January by the DMC and the
Accessories Resource Team (ART), the
trade association representing the decorative accessory industry.
For tickets to the ARTS Awards gala,
contact Emily Forsythe at 214-655-7635
or [email protected]. Ticket
prices are $125 for ART members and
$150 for non-members. Tables of eight
for ART members are available for $900
and non-members for $1,080.
Finalists who are members of the
ALA include:
MANUFACTURERS
Lighting Fixtures
Fine Art Lamps – Miami Lakes, Fla.
Kalco Lighting, LLC – Las Vegas, Nev.
Progress Lighting – Greenville, S.C.
Wall Décor
The Uttermost Company –
Rocky Mount, Va.
INTERNATIONAL RETAIL STORE
Union Lighting & Furnishings –
Toronto, Ontario
PRODUCT DESIGNER
Karyl Pierce Paxton, Pierce Paxton
Design Studio – New Orleans, La.
SALES REPRESENTATIVE
East/Atlantic
Lizzette Hayes Winters, Lightlines –
Pleasant View, Tenn.
West
Laurel Sprawkins, Northwest Lighting
– Gresham, Ore.
RISING STAR RETAILER
Lyteworks – Bradenton, Fla.
RETAILER
Home Accent Store
East/Atlantic
Gracious Home – New York, N.Y.
LIGHTING SHOWROOM
East/Atlantic
Capitol Lighting – Boca Raton, Fla.
Ferguson – Charleston, S.C.
Klaff ’s, Inc. – Norwalk, Conn.
Midwest/Southwest
Echo Lighting Design Gallery –
Omaha, Neb.
Lights Fantastic – Carrollton, Texas
West
Five Rivers, Inc. – Boise, Idaho
Legacy Lighting & Home – Scottsdale,
Ariz.
2009 ANNUAL CONFERENCE
Page 8
2009 Conference Resort Being Built with
Green Philosophy in Mind
D
evelopers of the
Terranea Resort
in Palos Verdes, Calif.,
host of the 2009 ALA
Annual Conference,
are committed to
protecting the location’s
natural resources and
blending contruction
into the existing ecology as much as possible. The resort is scheduled to
open in June.
No land mass is being removed from the area
during the development of Terranea, and 40 percent of the materials from abandoned structures left
behind by previous tenants are being recycled and
used in the site preparation of the new resort.
Of the 102 acres of the site, only 25 percent will
be covered by impervious surfaces, either buildings
or pavement, leaving roughly 75 acres of “green
space” landscaped in part with native plant material grown by the Palos Verdes Land Conservancy.
Approximately 45 mature trees have been boxed
and will be replanted throughout the site as a tribute to the history of the location.
Wet ponds, Bioswales and storm filters are being
used on the grounds and the golf course to enhance
water quality and provide a habitat for many avian
species. The use of pesticides and fertilizers will
be limited to those which
are either organic in nature or those which have
no residual effect.
In addition, all three
of Terranea’s pools will be
treated with salt water in
lieu of a fully chlorinated
system. This process is both environmentally
friendly and healthier for pool users.
Among the resort’s goals are:
▶▶ In year 1-3, attain at least 70 percent of waste not
going to landfill
▶▶ Provide reusable water bottles for associates,
guests and meeting attendees
▶▶ Adopt FLOSS philosophy for food: Fresh, Local,
Organic, Seasonal, Sustainable
▶▶ Provide organic dry cleaning services
▶▶ Paperless check-in and check-out
▶▶ Turn off lights and HVAC when rooms are not
occupied
▶▶ High-impact fluorescent light bulbs
▶▶ Utilize natural daylight
▶▶ Consider voluntary lights out program to encourage energy conservation to guests
The Terranea Resort, scheduled to open in June, is using “green” construction philosophies.
Sponsorships Available for 2009 ALA
Annual Golf Tournament, 5K Run
A
LA members may sign up now to
sponsor the 2009 ALA Annual Golf
Tournament and/or the 5K run during
the Annual Conference this fall.
All sponsorships are sold on a firstcome, first-serve basis and benefit the
ALA Education Foundation.
For more information and to reserve
your sponsorship item, contact Beth
Bentley at 800-605-4448, ext. 28, or
[email protected].
Sponsored Item
Available
Amount
Golf - Balls
Golf - Boxed Lunches
Golf - Bus
Golf - Closest to the Pin (Men’s & Ladies’)
Golf - Drink Cart
Golf - Hole
Golf - Hole-in-One
Longest Drive (Men’s & Ladies’)
Fun Run – Food and Beverage
Fun Run – Logo on T-Shirt
1
1
2
2
6
17
1
2
1
unlimited
$1,500
$1,500
$ 875
$300
$325
$125
$750
$300
$500
$250
Make plans now
to join us at the 2009
ALA Annual Conference
Sept. 13-15 • Terranea Resort
Palos Verdes, Calif.
Visit www.americanlightingassoc.com/
members for registration information.
2009 Conference
Manufacturers Booths
Available
T
wenty-nine members have already reserved manufacturers’
display booths for the 2009 ALA Annual Conference. The
manufacturers’ exhibits have been a popular part of past conferences, allowing showrooms to meet directly with key representatives of the manufacturers in a non-sales environment.
Remaining 2009 manufacturer booths may be reserved by
contacting Beth Bentley at 800-605-4448, ext. 28, or bbentley@
americanlightingassoc.com. The booth fee is $750.
The following companies have reserved booths as of Dec. 18:
▶▶ American Fluorescent Corp.
▶▶ Bulbrite Industries Inc.
▶▶ Casablanca Fan Company
▶▶ Emerson Ceiling Fans
▶▶ Encompass Lighting Group
▶▶ Fanimation
▶▶ GM Lighting
▶▶ Hadco, a Philips Group Brand
▶▶ Hinkley Lighting
▶▶ Holtkoetter International Inc.
▶▶ Hubbardton Forge
▶▶ Hunter Fan Company
▶▶ International Lighting Mfg. Co.
▶▶ Juno Lighting Group
▶▶ Kichler Lighting
▶▶ Lutron Electronics Co. Inc.
▶▶ Maxim Lighting International
▶▶ Monte Carlo Fan Company
▶▶ Murray Feiss Lighting
▶▶ Nora Lighting Inc.
▶▶ Optiwatt
▶▶ Prestige Products International Inc.
▶▶ Progress Lighting Inc.
▶▶ Quoizel Inc.
▶▶ SATCO Products Inc.
▶▶ Savoy House
▶▶ Sea Gull Lighting Products LLC
▶▶ Volume Lighting
▶▶ WAC Lighting
SHOWROOM MANAGEMENT
Page 9
The Butler Did
It — Preventing
Mistakes in the
Showroom and
Back Office
By Dick Friedman
“LIGHTS from Softlight is very
easy to use. All the information is
right there including the light bulbs
that need to be ordered. It is a great
investment for your lighting business.”
SOFTLIGHT
Lighting Package
Linda M. Pavletich, LS
Premier Lighting
Bakersﬁeld, CA
W
ith apologies to authors of
who-done-its, when customers
complain about a mistake, the knee-jerk
reaction is to say, “The warehouse did
it.” Often, the warehouse didn’t make the
mistake – someone in the showroom or
office did. In this jittery economy, it takes
only a few mistakes to lose business – or
lose customers. Retaining customers
requires that some “back office” processes
be as error-free as warehouse processes.
This article outlines where to look in
the showroom and back office and key
things to look for.
Quoting
Builders, developers and other customers get angry when the quotes they
receive contain wrong items/quantities/
prices. They buy elsewhere. No one
wants to spend time proofing small,
low-value quotes before sending them
to customers. But quotes worth more
than a certain dollar amount should
be checked by someone other than the
person(s) who worked them up before
being sent.
Taking Orders
Unlike quotes, which should be
reviewed before being transformed into
orders, orders that do not originate with
quotes should always be checked to
some extent; especially any orders that
are received electronically.
Although sales orders are checked by
the computer system for such characteristics as SKU number, few systems check
for “reasonable quantity” for the customer and items involved. “Reasonable”
could be based on the average or
maximum quantity ordered within the
prior six months or season. This step
can detect the mistake of keying an extra
zero when entering a quantity ordered.
Industry Specific Software
for the Lighting Industry
Things you should ask for in a lighting software package:
• Is the software industry speciﬁc or was it written
primarily for another industry and adapted to
lighting?
• Who provides support? When you call are you talking
to lighting people or someone who knows only about
writing software.
• Are you charged more for adding computers to your
system or for using larger databases as your business
grows?
LIGHTS from Softlight is a computer software program
that manages and organizes the daily functions for the
Lighting Industry and Lighting Showrooms.
LIGHTS from Softlight can deliver reports and
paperwork at the touch of a key that can save you
many valuable hours of work. Customers are never
charged for adding more computers or features, and the
package is easy to learn. Visit the LIGHTS from Softlight
Web site or call for a complete demonstration.
• Is the software easy to learn?
Call for free demo 1-888-544-4809 or visit: www.softlightusa.com
Not available in New Mexico.
Monitoring Orders
For some customers, when orders
are not received in time, the result is
costly construction delays. So for “future
orders,” use the system to generate an
alert if there is not enough inventory
“available” X days before the due date.
For such at-risk orders, someone should
determine if needed inventory is likely
to arrive in time; it may be necessary
to temporarily rob Peter to pay Paul, or
buy from a competitor.
Special Order Purchasing
Studies have shown that many special
orders are money-losers when all costs
are taken into account. No one should
increase that loss, or turn a profit into a
loss, by making a mistake on a special
order. As with quotes, special POs worth
more than a certain dollar amount
should be checked by someone other
than the person(s) who worked them up
before being placed.
Invoicing
If there are a “large number” of credit
memos issued daily to customers because
of distributor-made mistakes of any
kind, do not print invoices without at
least spot-checking invoices in pro forma
format. A large number could be more
than a half percent of the total number of
invoices printed/transmitted daily.
And, of course, attack the root causes
of these errors.
Customer Returns and Credits
Traditionally, if items returned by
customers might not be re-saleable, no
SHOWROOM MANAGEMENT
Page 10
The Science of
Assortment:
Adjusting Your
Inventory
to Customer
Purchase Price
Points
www.kashmoo.com
1-888-448-0101
Service Call Management Software
By Dana G. Hunt, President
Masterpiece Lighting, Inc., Atlanta, Ga.
Generate service calls using
your custom form in Kashmoo
E
verything that costs money is impacted by the current challenges in
our economy. Perhaps re-reading a good
book that you own might be one of the
few things not adversely affected by the
pressing economic crisis, but who has
time to read these days? For that reason,
I will make this proposal succinct and to
the point, out of respect for your time.
Just one disclaimer: this short read could
greatly impact your business by helping
you precisely adjust your assortment to
customer purchase price points.
Most lighting showrooms divide
products into categories: decorative
chandeliers, close to the ceiling, recessed,
sconces, portables, fans, etc. Remember,
we cannot manage what we do not measure. Set these measures in your business
by category for sales and for inventory
on hand. If you are already doing this,
then the next steps will be easy.
We all know customer buying patterns are influenced by economic conditions — perceived or real. The question
is, “How much?” Guessing at the right
chandelier price point to display in your
showroom is risky, especially when cash
is tight and future sales prospects are
unclear. Precise measures of sales by category are necessary so we can correctly
match inventory to sales. The next few
paragraphs describe an easy, effective
way to balance these two important
measurements (metrics). It is the “science of assortment.”
Start with your largest category of
sales — chandeliers, for example. You
can use Excel or any type of spreadsheet
to accomplish these simple steps.
Four simple steps
1. List the product item numbers in a
column, with quantity sold, cost of sales
and retail unit price in separate columns
on the same row.
2. Calculate the extended sales by
multiplying the quantity sold by the retail
unit price, and record it in a final column.
3. Now, sort your list by extended
sales, in descending order. The result
is a list of all chandeliers sold sorted by
Schedule service calls on
the Kashmoo calendar
Happy customers generate
future business
SERVICE CALL REQUEST
Close the service call
with a single click
Successful service call
management results in
happy customers
Everyone can quickly
and easily get the
information they need
Management
can oversee the
entire process
“
✓ Affordable and customized
✓ No server or IT guy needed
✓ No need to email, fax, or call,
itʼs all in Kashmoo.
”
- Gabriel Trinidad, General Manager
✓ Scalable for any sized lighting
Lighting Inc.
Houston, Austin, San Antonio
business.
✓ Removes delays in getting paid
extended retail price, from the most to
the least.
4. Total the extended sales column.
On a second worksheet inside the
same file, follow the same steps above
for on hand inventory. Be sure to list the
retail value (cost times markup) of inventory on hand so comparisons will be
valid (retail sales to retail cost on hand).
Multiply the quantity on hand times the
Kashmoo is the easiest, most embraced tool that we use. Our salespeople
immediately saw the value of using Kashmoo to generate future business.
When you can get salespeople to quickly embrace a software system, you
know you have a winner.
Figure 1
SHOWROOM MANAGEMENT
Page 11
Science
Continued from Page 10
retail price to get the extended retail value on hand. Sort this second spreadsheet
in descending order. Total the Extended
Cost on Hand at Retail column.
Align the comparison
1. Create a third and final worksheet
inside the same file to summarize the
two worksheets created above.
2. Divide the column total for extended sales column by 5. The result of this
calculation becomes the sales threshold
for each comparison tier (bucket).
3. Do the same for inventory; divide
the column total for extended inventory
on hand (at retail) by 5. The result of
this calculation becomes the inventory
threshold for each comparison bucket
(tier). You are almost done!
Chandeliers
Change the way
you look at lighting
Mini-Pendants
The finishing touches
1. In the sales worksheet, begin adding the extended sold amounts until the
total reaches the threshold for sales you
just created above.
2. Do the same for the number of
units sold for the same item numbers.
3. Divide the total sales for the items
just added by the number of units sold
for the same group of items. The result of
this calculation now becomes the average
price for the top tier of chandeliers sold.
4. Start with the next items in the
sales worksheet, adding the extended
sales until the threshold is reached again.
Do not overlap the rows of item numbers you are adding up.
5. Repeat this until the end of the list.
The final results should produce five
tiers of total sales divided by units sold
for the same tier; producing the average
price for each tier. In other words, you
will have five tiers of extended sales,
units sold, and average price by category.
6. Repeat this same process for retail
inventory on hand. The final result will
look like the example in Figure 1 on
page 10:
Arranging the results side-by-side
as in the chart on page 10 allows a
comparison between the five tiers,
comparing what was sold to inventory on hand. In the example, it is
apparent that the average selling price
of a chandelier is $462.76, while the
average selling price on hand is almost
double: $892.42. Comparing results at
various tiers allows specific adjustment
and alignment of what customers are
buying versus what is in stock or on
display inside the showroom. In this
example, 78 percent of the inventory
on hand (shaded yellow) is above the
“sweet spot” (shaded blue) of prices.
Remember, the difference between
the amounts is non-productive cash
Outdoor
Recessed
The world's first comprehensive line of
residential LED lighting fixtures.
• Energy-Saving
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tied up in inventory. The larger the gap
between each of the five categories, the
less productive inventory will be. Using
the example on page 10, you can see that
78% of the inventory on hand (at retail)
is higher priced than the average selling
prices at corresponding tiers.
At right is a graph of the chart on
page 10. This graphical representation visually demonstrates the differences. The broader the gap between sale
|
w w w.progresslighting.com
Step/Wall Lights
prices and inventory on hand prices, the
more cash tied up in non-productive
inventory.
Dana G. Hunt is president of Masterpiece
Lighting, Inc., a lighting showroom in
Atlanta, Ga. Questions may be directed to
him via email: danahunt@masterpiece
lighting.com.
MEMBER NEWS
Page 12
American Lighting Donates
1,400 Pounds of Food to 9Cares
Colorado Shares
E
mployees of
Denver-based
American Lighting
LLC broke into
teams and staged an
in-house competition to see which
department could
collect and donate
the most food to the annual 9Cares
Colorado Shares Holiday Drive in
November.
The winning department was the
Warehousing and Order Fulfillment
Department, which contributed more
than 375 pounds of food. Second
place went to the Home Lighting
Department, which collected nearly 350
pounds of food.
The generous
spirit and competitive drive of the
employees led to
the company-wide
collection of 1,400
pounds of food and
earned American
Lighting second
place in the metro-area food drive’s
Small Company category.
“I am proud of all of our employees
and delighted that the competition was
so spirited and successful,” said David
Wilkins, president and CEO. “As a small
company, we truly wanted to do our
part to help those in need during this
holiday season.”
Hunter Fan’s LOOK UP Campaign
Helps Consumers Reduce Energy Bills
A
campaign from Hunter Fan Company,
LOOK UP, shows consumers how to
slash energy bills with two common household items – a ceiling fan and programmable thermostat.
“Ceiling fans and thermostats are affordable, energy-saving tools that most of
us already have in our homes,” says Jim
Gallman, Hunter Fan Co. vice president of
marketing. “But research shows that very
few of us are using them in a way that saves
energy. Given the challenging economy and rising energy costs, it’s crucial to educate
America about this easy, energy saving strategy that requires no sacrifice.” LOOK UP shows consumers that using a programmable thermostat in conjunction
with a ceiling fan can save as much as $500 on energy bills. The key is for homeowners
to set their thermostat higher in the summer and lower in the winter. Ceiling fans can
help homeowners do this without any noticeable change in comfort by setting the fan
in a clockwise or counter-clockwise rotation, depending on the season.
Actor and environmentalist Ed Begley, Jr., and the Alliance to Save Energy are
partners in the campaign.
For more information about LOOK UP, visit www.changehappensindegrees.org Capital Lighting and Supply Hosts
Customers in Nashville
Dallas Members Donate Product
for $15 Million Charity Show Home
C
eletio Lighting and
Lentz Landscape
Lighting recently donated
products to the most expensive show home ever built in
the Dallas area, a $15 million Mediterranean manse
filled with luxury products
from around the world. The LUXE Magazine
Show Home was open for
tours Nov. 13 – Dec. 14
with proceeds benefitting
the Texas Scottish Rite
Hospital for Children (TSRHC) and the
Junior League of Dallas.
“We wanted to be involved in a show
home of this caliber because it benefits
two worthy charities and it exhibits our
product in a tremendously creative and
enlightened venue,” said Ken Reiser,
apital Lighting and Supply of Upper Marlboro, Md.,
recently hosted nearly 350 customers, vendors and
employees in Nashville, Tenn., for the “premier” event
of the company’s 18-month Great Escapes Customer
Incentive Program.
The four-day, three-night event included a private concert held at the Grand Ole Opry featuring “The Hitmen
of Music Row,” a private river cruise and show on the
General Jackson River Boat and a night out on the town
at the Wildhorse Saloon, featuring line dancing, mechanical bull rides and more. During the day, guests had the
options to take local tours, play golf or spend the day at
their leisure at the beautiful Gaylord Opryland Resort.
Welcome New ALA Members
As of 12-6-08
ASSOCIATE
MANUFACTURER
Everest Software
Lindsey Barrett
Dulles, Va.
Component Manufacturer
Brillia
Chris Primous
Tustin, Calif.
Hardware Resources
Stephanie Lowe
Bossier City, La.
DESIGNER
Doherty Design Group, LLC
Charlie Derk
Carmel, Ind.
Stewart Electric
Joshua Stewart
Patterson, N.J.
Summalux, LLC
Doug Franz
Coatesville, Pa.
SHOWROOM
Cutting Edge Interiors
Joe Difeo
Linden, N.J.
Horton’s of LaGrange
John Rot
La Grange, Ill.
Lighting Elegance
Stacy Siu
Honolulu, Hawaii
Red Carpet Tile & Stone
Cliff Leighton
Lancaster, Pa.
M
president of Meletio.
“This home truly offers
new forms of beauty and
new ways of living.”
The plush
13,000-square-foot
home was the vision of
luxury home builder
Mark Molthan, who was
inspired by the patients
at TSRHC after he toured
the hospital on a field trip
with his daughter.
Set on a 1.2-acre creekside lot, the show home will feature six
bedrooms, seven full baths, an eight-car
garage, five fireplaces, a two-story library,
an entertainment with a home theater, a
billiard room and gold simulator room,
a wine grotto, a luxurious spa and fitness
facilities.
MEMBER NEWS
Page 13
Member Newsbriefs
Chris Bayer Joins Power Design as
Senior Project Manager
Chris Bayer has been hired
as a senior project manager
for Power Design, Inc., (PDI)
an electrical contractor based
in St. Petersburg, Fla.
Bayer will oversee PDI’s Mid-Atlantic
operations with responsibilities including oversight of project managers and
training, comprehensive administration,
customer relations and adhering to and
promoting Power Design’s management
philosophy in the field. Prior to joining
PDI, Bayer worked as a project manager
for Catalfumo Construction.
Chris Primous Appointed Eastern
Region Director for Brillia
Chris Primous has joined
Brillia, the light engine division of Permlight Products,
Inc., as director, Eastern region OEM sales and business
development. Primous will be responsible for the ongoing collaboration with
original equipment manufacturers in the
Eastern region to help bring LED-based
luminaires to market.
Prior to joining Brillia, Primous
was a senior project manager for ICF
International, where he managed the
ENERGY STAR Residential Lighting
Fixture (RLF) program as a consultant
to the U.S. Environmental Protection
Agency (EPA).
Shelley Wang of WAC Lighting
Appointed to Board of Directors of
NYAWC
Shelley Wang, vice president and general manager
of WAC Lighting, has been
appointed to the Board of
Directors of the New York
Asian Women’s Center (NYAWC), the
exclusive resource in New York with
special Asian language, culture counseling and shelter capabilities to help Asian
victims of violence and trafficking.
The NYAWC helps Asian, Pacific
Islander and South Asian women and
their children in the New York metro
area to overcome violence and govern
their own lives, free of abuse. The Center
also works to raise public awareness
about domestic violence, advocate for
the rights of battered women and create
an agenda for social change.
Lee Nemeth Promoted to Senior VP
at ELK Lighting
Lee Nemeth has been
promoted to senior vice
president of Pennsylvaniabased ELK Lighting Inc.
Nemeth will focus on growing ELK and Landmark Lighting market
share through formulating and implementing sales, marketing and product
development strategies. Additionally,
his responsibilities will include developing and expanding key account
relationships.
Nemeth has more then 15 years experience in senior sales and management
positions. Prior to his advancement,
Nemeth was vice president of business
Lutron Builds Experience Center in NYC
L
utron Electronics is building its
fourth Experience Center on the
ground floor of the Decoration & Design
(D&D) Building in the heart of midtown
Manhattan. The 1,800 square-foot facility is scheduled to open in early 2009.
The exhibit will feature a variety of
Lutron’s residential products showcased
in space typical of New York City living.
Lutron Experience Centers offer system
designers, architects, interior designers
and their clients the opportunity to experience the energy savings and elegance of
Lutron products in a home-like setting.
Lutron’s other Experience Centers are
located in Irvine, Calif.; Coopersburg,
Pa. and Plantation, Fla.
E D U C AT I O N / T R A I N I N G
Page 14
Jan. 13 Webinar Focuses on Improving
Sales in Tough Economic Times
New ALA
Certified Lighting
Consultants
T
As of Dec. 10
he next ALA Webinar
will be held Jan. 13
at 11 a.m. CST. ALA
instructor Joe Rey-Barreau
will lead the live training
session titled Techniques for
Improving Your Lighting Sales
in Tough Economic Times.
Introduced in 2008
by the ALA education
program, Webinars can
Staff members at Metro Lighting in Brentwood, Mo., participate in a
recent ALA Webinar
be a convenient, affordable way for members to
through the Web page’s chat feature.
increase their lighting knowledge.
A registration form for the Jan. 13
“The Webinars require no travel and
Webinar can be downloaded at www.
only limited time away from business,” says americanlightingassoc.com/members.
ALA Education Director Nicole Juneau.
Login instructions and additional infor“This is an economical way for our memmation will be available to participants
bers to stay up to date on their training.”
following registration.
Webinar participants listen to the inWebinar Sponsored by
structor through a conference call while following his slides on their computer through
the Internet. Questions can be submitted
Springfield Electric
Tony Lee
Western Extralite
Lane McFarren
New ALA Lighting
Specialists
As of Dec. 10
Accent Lighting
Shella Lake
Circa Lighting
Kristi Olson
Distinctive Lighting
Crystal L. Warden
Ferguson
Kerry L. Jones
Andrea Manni
Rick Salvucci
Galaxy Lighting
Ronald O. Livesey
Upcoming 2009 Webinars:
K’s Lighting
Eric M. Ficke
Lamps Plus
Ryan Battaglia
Douglas H. Bowles
Craig H. Butler
Sheila Curtis
Wayne Diehl
Deanna Fithian
Bob Holverson
Tim McFeely
Richard Peters
Suta H. Refin
Dianna Romero
Lisa M. Schete
Scott J. Stasoiski
Kelsey Steele
Howard Wilson
Fadi A. Yafi
Seattle Lighting
Matteo Gargiulo
Chris Lundgren
Sun Lighting
Rhonda Mendenhall
Union Luminaires & Décor
Michael Le Huquet
New ALA Kitchen
& Bath Certificate
Specialists
As of Dec. 10
Lee Lighting
Michael Dunn
Cindy Lee Findlay
Shannon Nogar
Danica A.M. Ryczek
Williams Lighting Galleries
Carol Boitnott
Lisa Boylan
Stuart Bryan
Tracy Dillon
Pat Doughton
Johnnie Kelley
Robin Maxey
Aimee Poff
Will Sparta
Pam Taylor
Lighting Gallery by Nesco
Chris Lansdell
Fogg Lighting
Audrey B. Luce
Newton Electric
David M. Lawson
Wholesale Lighting
Pamela D. McArthur
Jan. 13
echniques for Improving Your Lighting Sales in Tough Economic Times
T
Sponsored by ARTCRAFT
Mar. 19
ow to Light a Media Room or Home Theater
H
Sponsored by Lithonia Lighting
Apr. 16
ow to Sell Lighting Controls and Increase Your Profit Margins
H
Sponsored by Lutron Electronics Co. Inc.
May 21
ow to Sell and Design a Landscape Lighting System
H
Sponsored by Hadco, a Philips Group Brand
June 18
S izing Techniques for Decorative Fixtures in Foyers, Dining Rooms
and Large Vaulted Spaces
Sponsored by American Brass & Crystal, Inc.
Sea Gull Lighting
Harbert Lumber
Alynn
Oliver
Donna F. Kahn
development for ELK North America.
July 23
ow Voltage Lighting Design Concepts and What is the Future of
L
Low Voltage Lighting
Sponsored by Access Lighting Corp.
CLC Biography: Lane McFarren
Aug. 20
F undamentals of Lighting and Interior Design Styles
Sponsored by Dolan Designs
Advanced Recessed and
Track Lighting Certificate
Specialist Course Available
T
he second hard-copy monograph in the ALA Certificate
Specialist educational program is available for purchase.
The book, Advanced Recessed and Track Lighting, includes
an in-depth look at two popular types of lighting and their
usages. ALA Lighting Specialists who study the monograph and pass the included test will earn six credit hours Advanced Recessed and Track
Lighting course sponsored by
towards their CLC accredidation and be able to promote
Lightolier, a Philips Group Brand
themselves as Recessed and Track Lighting Specialists.
Also available is the Advanced Kitchen and Bath Lighting Certificate Specialist
course, released earlier in 2008.
For more information on the Certificate Specialist program, contact Nicole
Juneau at 800-605-4448, ext. 26, or [email protected].
L
Globe Lighting
Randall Hamilton
Hoai Le
Ralph J. Radzom
Buzz Stratton
Mary Wiser
Pace Lighting
Ashley C. Bragg
Brooke D. Cross
Bonnie E. King
Sandy M. McElveen
Granite City Electric
Robert Parker
Robinson Lighting
Michael King
ane McFarren,
residential product manager for
Western Extralite
in Kansas City, Mo.,
recently earned the
Certified Lighting
Consultant designation from the ALA.
At Western Extralite, a distributor
of electrical and voice/data products,
McFarren works with contractors, builders and homeowners selling residential
upgrades and lighting, as well as lighting
design services.
Prior to Western Extralite, McFarren
was the office manager and lighting
specialist for Teague Electric in Lenexa,
Kan. McFarren states, “Working for an
New ALA Lighting
Associates
As of Dec. 10
Green Mountain Lighting
Elisa Lemieux
WAC Lighting
Nina Chou
electrical contractor was a huge plus because I was involved from the ground up
with the electrical layout. Now working
for Western Extralite, that background
helps me understand many issues that
can arise in the field.” McFarren also
feels blessed to have worked with wonderful mentors in both companies — in
her words, “The best of the best!”
McFarren attended Kansas State
University and is a big KSU Wildcat
fan. She has three daughters, Bethany,
Brittany and Courtney, and a new
granddaughter, Audrey.
In her spare time McFarren loves
following college football, is an avid Red
Sox fan and enjoys spending time with
friends and family.
Page 15
LTRN-3826-06 DivaBath ALA-LT
Portable Lighting
10/24/06
8:35 AM
Page 1
sold in California.
The bulb-in-a-box solution was
deemed best by ALA Task Force members because:
1. It will be easy for manufacturers
to accomplish and the cost will be
low versus many other alternatives
considered;
2. Consumer cost will be kept low
and product choice high so consumers can select from a large
number of fixtures and still enjoy
energy cost savings;
3. Showroom sales will not be
compromised by a lack of product
breadth; and
4. California sales tax revenue will
not be impacted.
Three types of portable fixtures have
been exempted from this requirement:
adjustable (swing-action) wall mounts,
artwork fixtures (up to 25 watts for
single socket fixtures and 15 watts per
socket for two or three socket fixtures)
and halogen fixtures rated at 100 watts
or less.
Originally, the CEC was considering requiring a 35-watt power limiting
device (PLD) on all portable fixtures
as a solution for this issue. The ALA
opposed this idea and acted to find an
alternative for these reasons:
1. The technology for a 35-watt PLD
would be difficult/expensive;
2. Portable fixture sales would be
negatively impacted as manufacturers could not produce a
broad range of portables only for
California;
3. The consumer would have to pay
more for a less desirable product;
and
4. California sales tax revenues could
be impacted.
The California regulations incorporating the ALA’s suggestions could serve
as a workable template for governments
in other areas of the U.S. and Canada
seeking to save energy.
“Special thanks to the ALA Task
Force members who worked with us on
this precedent-setting issue, attending
meetings and hearings in Sacramento
and sitting in on multiple conference
calls,” said ALA President Dick Upton.
“Thanks also to the CEC leadership,
staff and advocates who interfaced with
us positively during this process. We are
pleased with the win-win outcome.”
Members of the Task Force include:
▶▶ Clark Linstone, Pacific Coast
Lighting
▶▶ Bill Brown, House of Troy
▶▶ Tom Early, Burgess Lighting and
Distributing
Lutron dimmers change
the mood of every room
and save energy, too.
®
In the bathroom, a dimmer provides softer,
more comfortable light for early mornings
and bright light to get ready for the day.
•
•
Dimming lights just 15%:
Saves 15% energy
Light bulbs last 4 times longer
Shown: Diva® dimmer in Desert Stone.
Where to find Lutron products near you
Lutron lighting controls are available from
lighting showrooms nationwide.
Visit www.lutron.com/wtb or call toll free
at 877.258.8766.
© 2007 Lutron Electronics Co., Inc.
▶▶ Paul Eusterbrock, Holtkoetter
International
▶▶ Michael O’Boyle, Lightolier, a
Philips Group Brand
▶▶ Dennis Swanson, Lamps Plus
▶▶ Pam Horner, OSRAM SYLVANIA
▶▶ Terry McGowan, ALA Director of
Technology and Engineering
The butler did it
credit is given until someone (sometimes
a rep) makes a determination. For customers sold on credit, don’t wait; give
them a credit memo as soon as data for
returns is entered into the system. If they
can be trusted to pay their bills, they can
be trusted to go along with debit memos
that would be issued if items are found
to have been damaged by them.
Dick Friedman is a recognized expert on
office and warehouse operations for lighting
distributors and showrooms, but he does Not
Sell computer systems. ALA members may
call Friedman at 847-256-3260 for a FREE
consultation about improving office, showroom
and warehouse accuracy and warehouse productivity. Visit www.GenBusCon.com for more
information or to send e-mail.
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