03 11-lightrays final

I n T h I s I s s u e2 Government Affairs4 Showroom Management5 BiNational Advertising & PR Program6 Education/Training 8 Technology/Energy Efficiency10 2011 ALA Annual Conference11 January Market12 Association News14 Member News

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.

March/April 2011 Volume 41, No. 2 www.americanlightingassoc.com

Light WatchMark your calendars now for

these upcoming lighting events.

March 17ALA Live Webinar: How to Select, Layout and Sell Recessed Lighting, Including LED

April 21ALA Live Webinar: Advanced Concepts for

Lighting Kitchens and Baths

June 23-26Dallas International Lighting Market

sept. 11-132011 ALA Annual Conference

The Breakers, Palm Beach, Fla.

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Paper or PDF?If you would prefer not to receive a paper copy of Lightrays, please

send your e-mail address to [email protected].

A link to the electronic pdf of Lightrays will be e-mailed

to you for each new edition.

ALA Announces new education Initiatives

The ALA recently introduced several new education offerings as part of its goal to provide cutting-edge education programs to lighting industry profes-sionals. Among the new initiatives are:

Lighting Associate WebinarsThe ALAs new webinar program

allows lighting professionals to earn the Lighting Associate designation on their own schedule. After viewing all 10 Lighting Associate webinars online, members will only need to take one final exam to earn accreditation.

The Lighting Associate webinar pro-gram provides indispensable training for lighting sales professionals who are new or returning to the industry. The webinars cover industry basics such as lighting and electricity; light sources; decorative lighting; recessed lighting; track lighting; ceiling fans; energy-ef-ficient lighting; outdoor and landscape lighting; dimming and lighting controls; and kitchen and bath lighting.

Each webinar is only 35 to 45 min-utes long, and all webinars are available online 24/7, says Nici Juneau, ALA director of education. Also, now there is only one final exam to take. Members may order all 10 webinars for $299 or pay $35 each.

Revised Residential Lighting Training Manual

Updated in 2011, the ALAs Residential Lighting Training Manual covers everything from the physics of light and color to the technology of light bulbs and dimmers, to the psy-chology of selling.

The entire manual has been updated to reflect two of the biggest changes in the lighting industry LED solid state lighting and growing governmental regulations with two new chapters

2011 Lighting Magazine Debuts May 10

C opies of the new Lighting magazine for consumers will hit newsstands across North America on May 10, and an additional 230,000 copies will be distributed to ALA member showrooms that support the BiNational Advertising and PR program.

Due to popular demand, this year more copies will be earmarked for showrooms participating in the BiNational Advertising and PR program.

Lighting magazine is the best statement our association has made about lighting to date, says Fred Naimer, president of Union Lighting & Home and a participant in the ALA BiNational Advertising and PR program. This publication elevates lighting to a level of im-portance enjoyed by furniture, fabrics and plumbing fixtures. We have never had such exposure in the past. Every client be they a decorator, designer, or homeowner is absolutely delighted when we give them a gift of this magazine.

This years magazine is our best yet, says Larry Lauck, ALA vice president, communications. We are showcasing more products than ever before, and the

2011 Lighting for Tomorrow Contest seeks entries

L aunched during the January Dallas Market, the eighth Lighting for Tomorrow competition is focus-ing on lighting control devices and solid state lighting (SSL) fixtures and replacement lamps.

Lighting for Tomorrow is continuing to look at lighting control products, including stand-alone, system-based and whole-house devices. Similar to last year, the 2011 lighting competition is seeking lighting control devices that are compat-ible with fluorescent or LED technology.

The judging panel will be evaluating products based on functionality, potential for energy savings, ease of installation/use, innovation and ability to work with other systems and existing luminaires.

In 2011, the SSL design competition seeks to encourage innovation in the use of new light sources by recognizing resi-dential lighting fixtures and replacement lamps that use SSL technology (i.e., light-emitting diodes or LEDs) to achieve lighting quality and energy efficiency.

Lighting for Tomorrows 2011 SSL competition is open to a broad range of residential lighting applications, including a variety of fixture types and replacement lamps. These products will be judged on the basis of lighting perfor-mance, style and energy efficiency.

The competition is organized by the American Lighting Association, the Consortium for Energy Efficiency (CEE)

Lighting 2011 4140 Lighting 2011

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Incandescent Reflector Lamps

Lamp Wattage Lamp Type Diameter Voltage

Minimum LPW Expressed here as a range for 40W through 205W, as LPW is derived from a formula

based on lamp watts

40W-205W Standard Spectrum

> 2.5 inches(PAR30, PAR38, BR30 &ER30, BR40 & ER40)

125(130V)

6.8 X lamp watts0.2718.4 to 31.9 LPW

< 125(120V)


2.5 inches(R20 & PAR20)

125(130V)


< 125(120V)


40W-205W Modified SpectrumStandards are approximately 17% less stringent than for

Standard Spectrum Lamps

Exemptions to IRL Standards: Lamps that are 50W or less: ER30, BR30, BR40, and ER40 Lamps that are 65W exactly: BR30, BR40, and ER40 Lamps that are 45W or less: R20 Exemptions should remain intact until July 1, 2013, per pending federal energy legislation.Effective Date: July 14, 2012

British Columbia and California Lamp Regulations now In effect

British Columbia and California began enforcing more stringent stringent lu-mens/watt requirements for incandescent lamps on Jan. 1. In laymans terms, the light bulbs must produce the same amount of brightness (lumens) using less wattage.

British Columbias regulations started with 75 and 100 watt lamps this year and will cover 40 and 60 watt lamps begin-ning Dec. 31, 2012.

The regulated energy efficiency standards are:General Service Lamps:

Efficacy >= 4.0357 * ln (Lumen out-put) 7.1345

Modified spectrum general service lamps:

Efficacy >= 75% of the efficacy of the reference standard spectrum lamps

Incandescent lamps of 25 and 150 W are exempt from the regulation, as are certain specialty lamps.

For more information on British Columbias Energy Efficiency Act, visit www.empr.gov.bc.ca/EEC/Strategy/EEA/Pages/default.aspx.

Similar energy efficiency standards will go into effect throughout Canada beginning Jan. 1, 2012.

Californias regulations started with the current 100-watt lamp, which will be required to use no more than 72 watts to produce the same brightness, and will affect other wattages over the next three years as stated in the charts below.

Regulations will go into effect throughout theUnited States one year later for each phase.

Clear, Inside Frost and Soft White General Service Incandescent Lamps

Current Wattage

Rated Lumen Ranges

New Max Wattage

California Effective Dates

U.S. Effective Dates

Minimum Rated Lifetime

100 1490-2600 72 1/1/2011 1/1/2012 1,000 hours

75 1050-1489 53 1/1/2012 1/1/2013 1,000 hours

60 750-1049 43 1/1/2013 1/1/2014 1,000 hours

40 310-749 29 1/1/2013 1/1/2014 1,000 hours

Modified Spectrum General Service Incandescent Lamps

Current Wattage

Rated Lumen Ranges

New Max Wattage

U.S. Effective Dates

Minimum Rated Lifetime

100 1118-1950 72 1/1/2012 1,000 hours

75 758-1117 53 1/1/2013 1,000 hours

60 563-787 43 1/1/2014 1,000 hours

40 232-562 29 1/1/2014 1,000 hours

g o v e r n m e n t a f f a i r s


and the U.S. Dept. of Energy (repre-sented by Pacific Northwest National Laboratory).

The deadline for entries is Friday, April 15.

Winners will be announced during an award ceremony at the 2011 ALA

Annual Conference, held September 11-13, in Palm Beach, Fla., and will be eligible to be promoted by energy-efficiency programs across the United States and Canada.

For complete guidelines and rules for the 2011 competition, visit www.lightingfortomorrow.com.

Lighting for Tomorrow Continued from Page 1

ALA Canadian Task Force Formed

T o meet the growing challenge of Canadian legislation and regula-tions, the ALA has established a formal Canadian Government Affairs Task Force. Fred Fennell, CLMR, owner of Fennell Marketing & Sales, Ltd., reports on the groups latest efforts.

As chair of the Canadian Government Affairs Task Force, I am privileged to have leaders in the Canadian industry join me in our efforts to help Natural Resources Canada harmonize with the U.S. govern-ing bodies, Fennell says. At our last Canadian Lighting Industry Collaborative meeting, the tone was very positive as far as harmonization with the U.S. regulatory bodies and their efforts in the U.S. market.

Larry Lauck, ALA vice president, communications, gave a presentation on the limitations of the incandescent moving forward at the meeting. The Retail Council of Canada was very recep-tive to ALAs presentation and has since corresponded with the ALA office to jointly outreach to the customer and the consumer market in Canada, Lauck says.

According to Fennell, NRCan rep-resentatives mentioned that there were too many programs under review, which could result in a probable win regarding the Tier Two ceiling fan requirements and air movement testing.

NRCan has made it known that they will work with ALA and other governing bodies in setting the goals and monitoring the implementation of programs going for-ward for example, ENERGy STAR, LED and Lumen Output, Fennell says.

The Canadian Government Affairs Task Force includes the following members:

Fred Fennell, CLMR (Chair) Owner, Fennell Marketing & Sales, Ltd., Barrie, OntarioJames Cooper President, Canarm Ltd., Brockville, OntarioMarty Goldman President, Mardan Lighting Sales, Toronto, OntarioTim Harris President, Norlite Inc., Bolton, OntarioJacques Marchand General Manager/Controller, Marchand Electrical Co. Ltd., Ottawa, OntarioKim Quelch Product Specialist-LED, Standard Products Inc., Saint-Laurent, QuebecBrett Robinson, LS Branch Manager, Robinson Lighting, Winnipeg, ManitobaGennifer Ryan Owner/Interior Designer, Areaworx Lighting & Design, Revelstoke, British Columbia

Jim Sourges Vice President, The Electrical & Plumbing Store, Gloucester, OntarioGary Taylor President, Living Lighting, Brampton, Ontario

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Passion Lighting uses Groupon to Attract new Customers

Bruce Paul, president of Grapevine, Texas-based showroom Passion Lighting, successfully used the popular coupon service Groupon to attract new customers to his showroom. Passion Lighting was recently featured in two Groupon coupons that were e-mailed to thousands of Groupon subscribers in the Dallas/Fort Worth metroplex.

A total of 450 customers in Dallas and Fort Worth bought our Groupon, and two-thirds of them are new cus-tomers, Paul says. For us, thats a really good number. Groupon is such a great concept.

Get Your GrouponLaunched in November 2008,

Groupon features daily deals on the best things to do, see, eat and buy in more than 300 markets and 35 coun-tries. If a certain number of people sign up for the daily offer, then the deal becomes available to all; if the prede-termined minimum is not met, no one gets the deal that day.

Passion Lightings daily Groupon offer was pay $25 for $75 worth of fixtures, lamps, mirrors and more at Passion Lighting. The offer was e-mailed to thousands of people who live in Dallas/Fort Worth area zip codes within driving distance to Passion Lighting in Grapevine, Texas.

Of the $25 that Groupon collects from each person, Passion Lighting gets $12.50 and Groupon keeps $12.50. Technically I spent noth-ing on the advertising, Paul says.

Groupon actually sent me a check. Of course, now Paul has to honor those $75 Groupon coupons.

If we can sell enough to each cus-tomer on average to break even, we are happy, Paul says. you want your aver-age sale to be at least $150. That gener-ates enough gross profit to keep you whole. So far, our average sale is $200.

Opportunity KnocksKelsey ONiell, a spokesperson for

Groupon, says Groupon drives aware-ness and a guaranteed number of cus-tomers to local businesses.

Groupon is a great way for light-ing showrooms to reach thousands of new customers in their local market, ONeill adds. Examples such as Passion

Lighting showcase, and Groupon is eager to work with other retailers in this expanding category.

To see Passion Lightings Groupon, visit www.groupon.com/deals/passion-lighting-dallas.

To learn about being featured in Groupons daily deals and read success stories, visit www.grouponworks.com.

B i n a t i o n a l a d v e r t i s i n g & P r P r o g r a m

Industry Specifi c Softwarefor the Lighting Industry

Call for free demo 1-888-544-4809 or visit: www.softlightusa.comNot available in New Mexico.

Things you should ask for in a lighting software package:

Is the software industry speci c 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?

Is the software easy to learn?

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.

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.

Linda M. Pavletich, LSPremier Lighting

Bakers eld, CA

SOFTLIGHTLighting Package


home Lighting Makeover Contest update

elisa Marra, the grand prize winner of the ALAs 2010 Home Lighting Makeover Sweepstakes, is looking forward to working with Bright Light Design Center, her local ALA-member lighting showroom, to give her home a lighting makeover valued at $5,000.

Were in a townhouse that was built in the early 1980s, so the light-ing really needs to be updated in a lot of our rooms, Marra says. Id like to incorporate dimmers and some of the new technology into the overall lighting design. I like things bright and light, so lighting is very important for me.

The ALA BiNational Advertising and PR program will issue a check to the showroom to cover the expense of Marras lighting makeover as part of the ALAs 2010 Lighting Makeover Sweepstakes.

Todays consumer is better educated on energy-saving products like LED under cabinet lighting, dimmers and much more, says David Bellwoar, vice president design center division of Bright Light Design Center. Our goal is to deliver a great project by combining energy savings with beauti-ful, decorative lighting and functional designs.Renovation projects can be challenging with a limited budget, but thanks to the ALA, this project will be that much better.

Consumers registered for the sweep-stakes at participating ALA-member lighting retail showrooms or online at the ALA website. Nearly 28,000 total entries were received.

The Home Lighting Makeover Sweepstakes was a tremendous success this year, says Larry Lauck, ALA vice president, communications. We saw a 68 percent increase in the amount of sales leads that the ALA delivered to the lighting showrooms.

Binational Advertising Program Leads up 68 Percent

The ALAs BiNational Advertising and Public Relations program celebrated a successful year in 2010, achieving all of its goals. The program seeks to expand consumers awareness of lighting, controls, ceiling fan products and the showroom channel of distribution via advertising on the Internet and print publications.

2010 Results of BiNational Advertising and Public Relations Program: Sales leads to showrooms were up by 68 percent The program generated 58,060 consumer leads The fourth issue of Lighting magazine was published New, expanded ALA website was launched Google traffic increased by 29.81 percent PR stories delivered 225 million consumer impressions Bright Ideas consumer newsletter delivered to more than 60,000 consumers monthly

e d u c a t i o n / t r a i n i n g

education Foundation elects Trustees, OfficersT he ALA Education Foundation elected two new trustees and re-elected one trustee to a second three-year term in January. Trustees William S. Brown, president, House of Troy; Fred Naimer, president, Union Lighting Co., Ltd.; and Steve A. Ricci, owner, Ricci Sales Agency; retired as trustees.

Officers for 2011 were also elected.

2011 Education Foundation Officers/Trustees

Larry W. King, LS Chairman President & Owner, Capital Lighting

Catherine Choi, LS Secretary President, Bulbrite Industries Inc.

Brandon T. Levin Treasurer President, Justice Design Group, LLC

Michael Estrin, CLMROwner, Estrin-Calabrese Sales Agency

Michael Gladstone (elected to first term)General Manager, Royal Lighting

Beverlee S. Griffin, CLC, CLMRPrincipal, Deitch-Griffin & Associates

Allan MargolinPresident, M & M Lighting L.P.

Steven A. Ricci (elected to second term)Owner, Ricci Sales Agency

David E. White (elected to first term) Vice President, Sales & Marketing, Schonbek Worldwide

The Education Foundation helps fund the development of ALA training programs such as webinars, online training and the Certificate Specialist program; updating of the Residential Lighting Training Manual; distribution of educational scholarships to members; and expenses from the ALA seminar/meeting center in Dallas.

Nominees were submitted to the Education Foundation by the Education Foundation Nominating Committee, consisting of Larry W. King, LS (chair), president/owner, Capital Lighting; Joey Sadofsky, president, Alico Industries Inc.; and Elise P. Gilchrist, CLC, CLMR, partner of Lytestyles.


How to Select, Layout and Sell Recessed Lighting, Including LEDDate: March 17Time: 11 a.m. CentralInstructor: Joe Rey-BarreauCredit: 1 CLC hourMember Cost: $39 per participant

In this seminar participants will learn the following:

How to obtain information from the customer that allows you to make smart recommendations and sugges-tions on appropriate recessed hous-ings, trims and lamps

How to make appropriate aperture size recommendations

How to select between line volt-age and low voltage products and between incandescent, halogen, CFL and LED

How to use suggestive and persua-sive selling to sell products with higher margins

How to do a quick recessed layout for kitchens, bathrooms, family rooms, dining rooms and hallways

When is high-efficacy recessed lighting the best solution and when is it not?

Advanced Concepts for Lighting Kitchens and BathsDate: April 21Time: 11 a.m. CentralInstructor: Joe Rey-BarreauCredit: 1 CLC hourMember Cost: $39 per participant

In this seminar participants will learn the following:

How to tell the story of the ideal lighting for kitchens and baths

How to make smart decisions when using CFL and LED lighting

How to light a kitchen and bath to achieve the look of custom lighting

How to mix incandescent and halo-gen with high-efficacy products to achieve a beautiful but also energy-smart design

How to determine the appropriate number of layers and which products to use for each of those layers

upcoming CLC-Credit Live Webinars

R egistration forms may be downloaded from www.americanlightingassoc.com (click on For Members). Contact Nici Juneau at 800-605-4448, ext. 226, for more information.

devoted exclusively to these hot topics.The ALAs Residential Lighting

Training Manual covers every aspect of residential lighting from A to Z making it an indispensable guide to sales associates, designers and manufac-turers representatives who are new or returning to the industry.

This manual is the core training ma-terial for the lighting industry and the basis for earning the Lighting Specialist designation. Currently there are more than 2,000 designated Lighting Specialists throughout the industry. Independent research shows that show-room sales increase significantly when lighting professionals earn the Lighting Specialist designation.

Advanced Lamps and Light Sources

A new course book called Adanced Lamps and Light Sources provides in-depth information about todays light sources. Produced as part of the Certificate Specialist program, the book is a must read for all ALA members. Because the book is part of the Certificate Specialist program, ALA Lighting Specialists who pass the included test are eligible to market themselves as Advanced Light Source Specialists. Sponsored by Holtkoetter International, Inc.

On-Demand WebinarsThe following courses are available

24/7 through ALAs new On-Demand program:

Advanced Kitchen and Bath Lighting Solutions (sponsor: ALA Education Foundation)

How to Light a Media Room or Home Theater (sponsor: Lithonia Lighting)

How to Sell Lighting Controls and Increase Your Profit Margins (sponsor: Lutron)

Making Money in a Tough Market (sponsor: ALA Education Foundation)

How to Sell and Design a Landscape Lighting System (sponsor: Philips Hadco)

Sizing Techniques for Decorative Fixtures in Large Vaulted Spaces (sponsor: American Brass & Crystal)

Fundamentals of Lighting and Interior Design Styles (sponsor: Dolan Designs)

How to Sell Crystal for Maximum Profit (sponsor: Schonbek)

The Reality and Myths of Energy Efficient Lighting (sponsor: Philips Lighting)

LED and Solid State Lighting Update (sponsor: Cree LED Lighting Solutions, Inc.)

How to Layout a Lighting Plan Quickly and Accurately for Maximum Sales Effectiveness (sponsor: Kichler Lighting)

Whats New in Recessed Lighting and How to Sell Recessed Lighting for Maximum Profit (sponsor: Cooper Lighting)

Kitchen Lighting of the Future Is Here Today: Are You Ready to Sell It? (spon-sor: American Fluorescent Lighting)

Whats New in Outdoor Lighting & How Energy Codes Are Affecting this Market (sponsor: Sea Gull Lighting Products) Concepts and New Technologies for Bath and Vanity Lighting (sponsor: Besa Lighting)

How to Specify, Design and Sell Low Voltage Lighting: Concepts for Increasing Sales to High-End Custom Builders (sponsor: Westinghouse Lighting Corporation)

Expanding Your Lighting Sales into the High-end Remodeling and Custom Building Markets (sponsor: House of Troy)

Trends in Lighting Styles and New Technologies (sponsor: JUSTICE Design Group)

Are Incandescent and Halogen Going Away? How to Prepare for an Energy-Efficient Future (sponsor: SATCO)

Dimming and Lighting Controls: High-tech Products to Increase Your Profit Margins (sponsor: Philips Lightolier)

How New Concepts in Crystal Design Can Expand Your Customer Base (sponsor: Elegant Lighting)

The LED Products Every Showroom Should Stock and Sell (sponsor: Progress Lighting)

Why CFL GU24 Lamps Should Become a Major Part of Your Sales Focus (sponsor: Alico Industries, Inc.)

Techniques for Improving Your Lighting Sales in Tough Times (spon-sor: ARTCRAFT)

How to Sell, Select and Specify High-end Recessed Lighting for Maximum Profit (sponsor: Lutron Electronics Company, Inc.)To order any of these webinars or

products, visit www.americanlighting assoc.com and click on For Members/Member Store.

Certificate Specialist Monograph

Advanced Lamps and Light Sources

Education Initiatives Continued from Page 1

e d u c a t i o n / t r a i n i n g

Works with:

Dimmable CFLs

Dimmable LEDs

Halogen and Incandescent Bulbs

2011 Lutron Electronics Co., Inc. | P/N 368-2053 REV J

Now you can increase your energy savings using dimmable CFL and LED bulbswith Lutrons line of CL dimmers.

These dimmerswhich have new HED Technology designed by Lutronare UL listed for controlling dimmable CFLs and LEDs. They offer more reliable dimming performance over standard dimmers when dimming CFLs and LEDs, and they provide full range dimming for incandescent and halogen bulbs.

For a complete list of compatible bulbs, visit www.lutron.com/dimcflled. For information on these and other Lutron energy-saving solutions call 877.256.8766.

New Dimmers for Compact Fluorescent (CFL) & LED Dimmable Bulbs

Save Up To $50 Per Year*when combined with dimmable CFL bulbs

* Savings based on replacing a switch with a Lutron CL dimmer and replacing your incandescent bulbs with dimmable CFLs. Actual savings may vary depending on use and application. A high percentage of the savings derive from switching from the incandescent to the CFL. Typical residential savings are estimated to be $22 per year. Stated savings of $50 based on replacing (5) 65 W incandescent reflector lamps (rated at 1,500 hours each, costing $1.75 per lamp or (5) 3,000 hour halogen bulbs costing $3.35 per lamp) with (5) 16 W CFL reflector lamps (rated at 8,000 hours each, costing $11.49 per lamp) and dimming for 5 hrs per day with electricity cost of $0.1176/kWh. $50 savings further assumes lamps are dimmed to 50% perceived light level, corresponding to 40% reduction in power level. For further details and to calculateyour own savings, visit www.lutron.com/energycalc

Diva CL Dimmer in White

3682053j_Lr_cflled_3&4.11.indd 1 2/1/11 3:31:21 PM


new ALA Lighting specialists

As of Feb. 1, 2011Ferguson

Meghan ButricoKelly Capkovic

Jennifer LeoChristine Miller

pamela NewmanEmily Stewart

Hunzicker Lighting GalleryStacey Loud

Lighting Design by WettsteinsAlison Clark

Robinson LightingRobyn Leitch

Tracy Seo

articles really spell out why consumers should look to ALA lighting showrooms for their lighting purchases.

Priced at $6.99 on the newsstand, this years magazine is the fifth produced in partnership with Meredith Publishing, which also publishes Better Homes & Gardens, Traditional Home and Ladies Home Journal.

A digital version of the magazine will also be available, featuring pages that turn, a search tool, and live website and e-mail links to ALA manufacturers.

Not only will our showrooms be able to give out the hard-copy magazine in their store, they will also be able to send a link to the digital version to ev-eryone in their e-mail database, Lauck says. This is a great e-marketing tool for our members.

Consumers will also be able to re-quest copies of the magazine through two of Meredith Publishings websites, www.remodelingcenter.com and www.kitchenbathideas.com. Contact informa-tion from those requests will be forward-ed to member showrooms as sales leads.

Last years Lighting magazine helped drive more than 58,000 consumers into the ALA showrooms, a 68 percent increase over 2009.

The sales leads this publication produces are incredibly valuable, Lauck says. We have evidence that the ALA sales leads outperformed other show-room leads two to one. Plus, it helps our

industry raise awareness of proper light-ing among consumers.

The magazine will once again be polybagged with Remodel magazine and placed on newsstands in the summer.

For more information on free copies of Lighting magazine or to sign up for

the ALA BiNational Advertising and PR program, contact Larry Lauck at 800-605-4448, ext. 227 or [email protected].

Lighting 2011 113112 Lighting 2011

Product Name Company NameProduct description goes here Product scription goes her scription goes here







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Lighting Magazine Continued from Page 1

t e c h n o l o g y / e n e r g y e f f i c i e n c y


how Color Impacts Residential LightingBy Terry McGowan, FIES, LC

h ow important is color to residential lighting? The only answer Ive ever heard to that question is very or criti-cal, usually followed by comments such as, Its at the top of the list, or Good color is essential.

In the ALA, its understood that color is important, whether it refers to the color of materials and surface finishes or to the color of the light itself. Color is part of good residential light-ing design. Color sells.

When it comes to residential light-ing, we know good color when we see it people are great color experts. When Lighting for Tomorrow first displayed several of the CFL-powered winning fixtures a few years ago at the ALA Conference, many ALA members walked into the booth, looked at the fixtures on display, held their hands under the light from the fixtures (the traditional hand-color test) and then commented, Nope, Not yet or Needs improvement for my customers.

They were, of course, comparing the visible color of light from the CFL fixtures to their memory of colors under standard incandescent light sources us-

ing the familiar appearance of their skin as a memory color. The message was clear: CFLs, unfortunately, werent mak-ing the grade.

How about now? Has the color qual-ity of the light from CFLs improved? What about white-light LEDs? The com-ments that I hear indicate that CFL color has improved somewhat, and there are some good color LEDs, but (and heres the key part), They dont yet match the light quality from incandescent bulbs. One reason for that might be our rating system.

Chromacity and the Color Rendering Index

Understanding the color of light is complicated because its not one number or measurement. There are at least two: (1) chromaticity and (2) color rendering.

Chromaticity measures the visual warmth or coolness of a light source. In residential lighting, the Kelvin chro-maticity scale is usually used, so you see numbers such as 2700 Kelvins as the rating for standard incandescent bulbs. Halogen incandescent bulbs (whiter light) are typically rated higher at 2800-2950 Kelvins. Outdoor daylight (at noon

with a clear sky and sunshine) is much visually cooler at 5000 Kelvins. Another name for chromaticity is correlated color temperature, abbreviated as CCT.

The second color measure, color rendering, is quantified by a number called the Color Rendering Index or CRI. The CRI of an incandescent bulb is 100. Thats also the CRI rating of outdoor daylight. The CRI has a scale range of 0 to 100, and the higher the better, which should make it easy to use; but many people confuse chromaticity and color rendering when looking at lighted ob-jects and trying to evaluate light source color.

CFLs that meet ENERGy STAR requirements must have a CRI of 80 or higher. But, a CFL with a CRI of 80 is still 20 points below what an incandes-cent can provide from a color render-ing standpoint. We can easily see that 20-point difference, especially when we compare lighted objects side by side un-der CFLs and incandescent light sources.

To many, the color appearance differ-ence represents a loss of lighting quality. I agree and, as a lighting designer, I would like to see the value raised.

White-light LEDs, by themselves, have CRI values similar to CFLs, but fixture manufacturers have found ways

to add additional phosphors and even colored LEDs to LED arrays to improve the overall CRI. For example, the Cree CR6 Downlight module, which won a Lighting for Tomorrow award this year, uses such technology. Its rated for 2700K and a CRI of 90.

Changes to the Color Rendering Index

Expect some changes in the CRI system this year. It was developed by the International Commission on Illumination in the 1960s, and the values are sometimes misleading especially when rating LED light sources.

During the ALA Washington Mission last March, several of us visited the color laboratories at the National Institute of Standards and Technology (NIST). The researchers there have developed an improved color rendering system called the Color Quality Scale or CQS. If adopted internationally, it would, to my eyes, rate both CFL and LED light sources more realistically, which would help to improve the color rendering of fluorescent and LED light sources used for residential lighting.

No doubt about it - for residential lighting, color remains a critical factor.

Terry McGowan is the ALAs director of engineering and technology.

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IBs 2011 nextGen home exhibits energy efficiency

More than 47,000 building industry professionals attended the 2011 NAHB International Builders Show in Orlando, Fla, held Jan. 12-15. There were 1,137 exhibitors and 224 educa-tion sessions at the event.

One of the most popular exhibits was the 2011 NextGen Home (pictured), which featured energy-efficient, func-tional and good-looking layered light-ing thats easy to install and economical to operate and control.

More than 3,000 visitors to the International Builders Show toured the 2011 NextGen Home.

The focus of the NextGen Home was the Great Room, which included the living, dining and kitchen areas. General lighting was provided by portable lamps using CFLs, plus downlighting. Accent lighting on the wall and on the dining room table utilized adjustable-beam LED fixtures.

The kitchen of the 2011 NextGen Home featured lighting provided by a compact indirect system mounted on the cabinet tops. The same fixture is used for work area lighting on the counters.

Most of the lighting fixtures are win-ners of recent Lighting for Tomorrow competitions. Most fixtures are also ENERGy STAR listed.

More than 3,000 visitors to the International Builders Show toured the 2011 NextGen Home.

Participation in the show and the design of the lighting of the

2011NextGen Homewas organized by theLighting for Tomorrow competi-tions sponsored by the ALA and the Consortium for Energy Efficiency (CEE).

The NextGen Home was of modular construction and was built in the parking lot of the Orlando Convention Center.

0 1 1 a l a a n n u a l c o n f e r e n c e


Conference sponsorsAs of Feb. 8, 2011

Conference updatesBook Hotel Reservations Online

To obtain the ALAs special group rate of $179 a night, attendees should make their Breakers Palm Beach hotel reserva-tions online through the resorts system. A hotel reservation link is available at www.ALAConference.com. you may also call the hotel reservations line at 888-273-2537.

If you need help making your hotel reservation, please contact Beth Bentley at [email protected].

Showroom Scholarships Available

A limited number of manufacturer-sponsored scholarships covering the registration fee and hotel for one delegate are available to ALA member showrooms, with preference given to showrooms that have not sent a delegate to Conference before.

For more information and to obtain a scholarship form, contact Eric Jacobson at [email protected] or Beth Bentley at [email protected] or call 800-605-4448 (ext. 224 or 228).

Manufacturers Booths Going Fast

As of Feb. 8, only 10 of the 54 spaces remain available for the Manufacturers

Exhibit Luncheon at Conference. This popular event allows manufacturers to share product and company information with showrooms in a no-pressure, non-sales environment.

To reserve a space, contact Beth Bentley at bbentley@americanlighting assoc.com.

Annual Golf Tournament The 2011 ALA Annual Golf

Tournament will be held at the hotels onsite golf course, the par-70 Ocean Course, which was Floridas first 18-hole golf course. Recently redesigned to restore a vintage feel, its 6,167 yards demand exact shot-making. From the first tee until the final approach on the 18th hole, this meticulously maintained course entices and challenges golfers of all levels.

The tournament entry fee is $179 through June 30, and all proceeds benefit the ALA Education Foundation. To register for the tournament, contact Elizabeth Ware at eware@americanlight ingassoc.com or call 800-605-4448, ext. 221.

If you are interested in sponsoring golf holes, drink carts or prizes, contact Wendy Rollins at [email protected] or 800-605-4448, ext. 222.

Conference scheduleTimes and events are subject to change.

Sunday, Sept. 11

7:30 a.m. 8:45 a.m. Finance Committee Meeting

8 a.m. 7 p.m. Registration Open

8:45 a.m. 10:45 a.m. Board of Governors Meeting

1 p.m. 5 p.m. Networking Group Meeting

Noon 6 p.m. Golf Tournament

5:15 p.m. 7 p.m. New Member Orientation/Reception

7 p.m. 8:30 p.m. Gala Welcome Reception

Monday, Sept. 12

7 a.m. 5 p.m. Registration Open

8 a.m. 9:45 a.m. Opening Breakfast/General Session

10 a.m. Noon Seminars

11 a.m. 1 p.m. Spouse/Guest Event

12:15 p.m. 2:15 p.m. Business Lunch

2:30 p.m. 4:30 p.m. Seminars

5 p.m. 6 p.m. Young Executives Reception

Tuesday, Sept. 13

7:30 a.m. 5 p.m. Registration Open

8 a.m. 9:45 a.m. Breakfast/General Session

10 a.m. 11:45 a.m. Seminars

Noon 2:30 p.m. Manufacturers Exhibits/Lunch

2:45 p.m. 4:30 p.m. Seminars

6:45 p.m. 7:15 p.m. Reception

7:30 p.m. Annual Banquet

Congratulations, Winners!

C ongratulations to the following winners of the 2011 ALA Annual Conference drawings. The ALA will have many drawings over the coming months, with the next drawing slated for March 31 for $500 in Breakers Bucks. All Conference attend-ees who have paid their registration fees are eligible for the upcoming drawings.

The winners so far: Adam Cohen

Ricci Sales Agency$250 in Breakers Bucks

Lucy DearbornLucia Lighting and Design$50 in Breakers Bucks

Shannon EllisCGE Sales Free use of a cabana at The Breakers

John LandoltWholesale Supply Group, Inc.Free Delegate Registration

Skip LeighLighting by FoxFree Room Night

Tom LillieHoltkoetter International, Inc.$250 in Breakers Bucks

Rita Santon Coventry Lighting, Inc.Free Guest Registration

Bob Warmbold CLCAccent LightingFree Delegate Registration

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ALA Members Win ARTs Awards

s ix ALA members were named win-ners during the 22nd ARTS Awards Gala in Dallas on Saturday, Jan. 22.

The ARTS Awards honor outstanding achievement in retailing, manufacturing, sales representation and product design, and are sponsored by the Accessories

Resource Team in partnership with the Dallas Market Center.

Winners are:Sales Reps Midwest/Southwest

Richard Alan Richard Alan & Associates, LLCLighting Fixtures

Corbett Lighting City of Industry, Calif.

Lighting Showroom - Midwest/Southwest

Light by Design San Antonio, TexasLighting Showroom - West

Kilohana Lighting, Inc. Lihue, HawaiiInternational Retail Store

Design Lighting Surrey, British Columbia, CanadaGreen Manufacturer

Hubbardton Forge Castleton, Vt.

scenes from the January Market

David Huang, John Manly, Kristine Huang, Thomas Huang, Stan Drake, Dana Caputo and Ernie Varkel celebrate the grand opening of Trend Lightings new showroom.

Nathan Frampton poses with his staff to celebrate the opening of Fanimations new showroom.

Sophie Fen, Paul Eusterbrock and Thomas Lillie cut the ribbon marking Holtkoetters grand opening of its new showroom.

Cathy Choi presents a portable LED desk lamp to a lucky winner at Bulbrites 40th anniversary party where cake and champagne were served.

Snehal Shah, Michelle Shah, Albert Wong and Brian Wong prepare for the grand opening of Kalco Lightings new showroom.

a s s o c i a t i o n n e w s


2011 ALA Membership Campaign Kicks Off April 11

The 2011 Champions Membership Campaign will officially kick off April 11 and run through May 20.

Thirty ALA members have volun-teered to participate in this years cam-paign, each with the goal to recruit at least two new members. Tony Davidson, president and CEO of Kichler Lighting, chairs the campaign.

Whether you are a sales representa-tive, lighting showroom or a manu-facturer, there is no better time to be a member in ALA, Davidson says. For such a small investment, becoming active in ALA will help you discover what others are doing in their business to grow in these challenging economic times.Adapting to the new normal in learning new business practices and diversifying our marketing strategies is a must in order to compete today.

We are offering some really great incentives to join the association this year, says Eric Jacobson, ALA vice

president, membership. New manufac-turer members will receive 50 percent off their first years dues. New show-rooms, manufacturers reps and design-ers qualify for 25 percent off their first years dues. All new members receive a 50 percent discount to attend the 2011 ALA Annual Conference and receive two free webinars or online courses.

Campaign volunteers will be reward-ed for their efforts with ALA Annual Conference incentives, including a $50 gift certificate for recruiting two new members, a $75 gift certificate for three new members and a $100 gift certifi-cate for four new members. The top recruiter will receive free airfare and a free delegate registration for the ALA Annual Conference, held Sept. 11-13 at The Breakers Palm Beach.

For more information, contact Eric Jacobson at 800-605-4448, ext. 224, or [email protected].

Introducing ALAs new staff Member

T he ALA is pleased to announce new hire Brittany Glenn has joined the staff as manager of communications. Glenn replaces Sherri Kelley, who moved to San Francisco with her husband in December 2010.

Glenn brings a strong communica-tions background to the position, with more than 10 years experience as a writer and editor. In her previous posi-

tions, Glenn has served as a web copy-writer/editor, freelance writer, magazine managing editor, magazine associate editor news , manager of communica-tions and public relations manager/speechwriter. Her previous employ-ers include VideoPlus, Promotional Products Association International and MADD National Office. She has a journalism degree from the University of Texas at Austin.

Glenn may be reached at [email protected] or 800-605-4448, ext. 233.

nominees selected for next Years Board of Governors

n ominees for the 2012 ALA Board of Governors have been ratified by the current Board and will be voted upon by the membership during the ALA Annual Conference, help Sept. 11-13 at The Breakers Palm Beach. Nominees are:

ShowroomsClark R. Linstone (second term)

President, Pacific Coast Lighting, Inc.Chatsworth, Calif.

Freddie Naimer (second term)President, Union Lighting Co. Ltd.Saint Laurent - QC, Canada

Manufacturers RepresentativesGreg Keith (first term)

President, Keith Product Placement LTDDartmouth, NS Canada

ManufacturersTony Davidson (second term)

President/CEO, KichlerCleveland, Ohio

The ALA Board of Governors consists of 12 persons: four manufacturers, four manufacturers representatives and four showrooms. Terms are for three years, and members may only serve two con-secutive terms.

The 2012 nominees were selected by members of the 2011 Governors Nominating Committee, including Monty J. Gilbertson, CLC (chair), manager, Lighting Design by Wettsteins; Creighton Bostrom, vice president, Bostrom Lighting Sales; Doug Carrion, principal, DC Lighting Group; Jim E. Decker, vice president - brand mgmt., Progress Lighting, a Division of Hubbell; Brad Heimann, president/COO, Craftmade; Rick Lappin, branch man-ager, Lappin Lighting - division of Pahls; Gary Pitkin, president, EGLO Canada, Inc.; John Sayah, president, Lights Fantastic; and Tom M. Underwood, IES, CLMR, president and CEO, Saguaro Marketing Group, LLC.

Pillar of the Industry nominations Being Accepted

T he ALA is accepting nominations for the 2011 Pillar of the Industry awards until June 1.

Up to three ALA members (manu-facturer, manufacturers representative and/or showroom) will be recognized for their unique and meaningful ser-vice to advance the lighting industry and the ALAs programs and mission during the past year and a half.

Only ALA members in good stand-ing are eligible.

Winners will be recognized during the ALA Annual Conference, Sept. 11-13, at The Breakers Palm Beach.

Nominations may be submitted by any person or group. To obtain a nomination form, contact Larry Lauck at 800-605-4448, ext. 227, or [email protected].

2011 Membership Campaign Volunteers

Tony Davidson, Kichler Lighting, Chair

Neil Caraccio, Michael Carr and Associates, Inc.

Cameron Cole, Legrand N.A.

Ryan Davidson, Davidson Sales

Lisa Dixon, Pace Lighting

Sabrina Eckert, Legrand N.A.

Shannon Ellis, CGE Sales

Steve Falk, Kichler Lighting

Jack Fleischer, Hermitage Lighting Gallery

Nathan Frampton, Fanimation

Monty Gilbertson, Lighting Design by Wettsteins

Ron Hersh, Authenticity Lighting LLC

Skip Hulett, S.L. Hulett & Assoc.

Larry W. King, Capital Lighting

Abby Leavitt, Crown Supply Company, Inc.

Skip Leigh, Lighting by Fox

Wendy Lofing-Rossotti, Lofings Lighting, Inc.

Jimmy Norris, Minka Group

Jason Petersen, XOLogic Corp./Hansen Lighting

Rene Quintana, Fine Art Lamps

Brett Robinson, Robinson Lighting

Jason Scanlon, JDA Group

Jeffrey Seigal, Wolfers Lighting, Inc.

Jeff Sessler, Designers Fountain, Inc.

Bill Solomon, American Fluorescent Corp.

Greg Vandia, Murray Feiss Lighting

Scott Walters, Juno Lighting Group by Schneider Electric

Judy Ziccardi, Lighting Innovation

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2011 ALA Membership Directory now Available Digitally

A digital version of the 2011 ALA Membership Directory has been posted online and is available for ALA members use. It may be ac-cessed at www.lightrays-digital.com/lightrays/2011dir.

This digital directory reflects our commitment to give members an ad-ditional and convenient resource to locate information on other members, says Eric Jacobson, ALA vice president, membership. A couple of exciting features of the digital version are the live links that can take you directly to a members website and the search capa-bility that can help you find a member quickly and easily.

The ALA member directory features comprehensive, up-to-date information on all ALA members and serves as a reference source for manufacturers, as-sociates and designers.

The directory also includes a manu-facturers representative regional section, a component and manufacturers clas-sified index and the ALAs 2011 Action Agenda.

says Larry Lauck, ALA vice president, communications.

Members can keep abreast of daily industry news stories appearing in news-papers, magazines, internet blogs and more by visiting www.americanlighting assoc.com. you will see the scrolling industry news stories in the lower right-hand corner of the home page.

new ALA Website Feature

T he ALA website home page now features a live RSS feed of the latest industry news from national and inter-national media outlets across the globe.

ALA is proud to provide the lighting industrys only late-breaking consumer and trade news stories on its home page,

m e m B e r n e w s

Shine On.Email: [email protected] www.junolightinggroup.com 1.800.323.5068

Like a fi nely tuned musical instrument, Aculux precision lighting delivers a virtuoso performance. Whether illuminating an exquisite object dart, accentuating rich architectural details, or downlighting dramatic interiors, Aculux luminaires strike all the right notes.

And just like a classical instrument, it is exceptional design and construction that gives Aculux its perfect pitch. Precision gearing provides accurate, consistent aiming. The proprietary Tru-Line Platform permits precise fi xture alignment. And a multitude of adjustments put light exactly where you want it.

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hinkley honors sales Reps at Dallas Marketh inkley Lighting held its annual national sales meeting in Dallas on January 18 when the company announced the accomplishments of outstanding inde-pendent sales representatives and honored their achievements in 2010. 2010 Rep of the Year

Patrick Morris, Lismore AgenciesEastern Regional Rep of the Year

Barry Troy, Metrolight SalesWestern Regional Rep of the Year

Warner Adam, Adam Agencies

Associate of the YearKevin Taylor, Lismore Agencies

Technology MasterDave Gray, Gray Electrical Sales

Rookie of the YearBrad Krieger, BC Sales

In MemoriamDorothy K. Feiss

Dorothy Kalina Feiss, de-voted wife of Murray Feiss, passed away on Saturday, Jan. 15.

Dorothys obituary was written by her beloved daughter, June Hersh, wife of Ron Hersh, president of Authenticity Lighting.

It is with tremendous and profound sadness that we announce the passing of Dorothy Kalina Feiss, writes June Hersh. For more than 60 years, Dorothy was the devoted and adored wife of Murray Feiss. She was an extraordinary mother, grandmother, great-grandmother, sister, aunt and great-aunt.

Dorothy was born in the Bronx, New york, on Jan. 23, 1928, and lived her entire life in New york, first as a home-owner in New Rochelle and for the past 30 years in Purchase, New york.

Dorothy made an indelible impres-sion on everyone who met her, as evi-denced by the overflowing mourners at her service on Sunday, Jan. 16, at her be-loved Temple Shaaray Tefila, in Bedford

Corners, New york, June Hersh writes. Her Rabbi repeatedly described her as the richest woman he knew, because she was always content with what she

had and valued everyone so dearly. She was seen by any-one who met her as the hap-piest, friendliest most loving woman who always saw the world with a positive out-look and imbued everyone around her with the feeling that they were special and could accomplish anything

they wanted to. Dorothy didnt simply have friends,

she had fans. Dorothy was at Murrays side as together they built a business, traveled the world, practiced a life of philanthropy and shepped nochas from children, grandchildren and great-grandchildren. Dorothy passed suddenly and peacefully on Jan. 15. She will be missed, cherished, remembered and loved forever.

To honor Dorothys memory, her husband, Murray, and her children Andrea and Robert Greene and June and Ron Hersh anyone wishing to make a donation may do so to the The Dorothy and Murray Feiss Foundation, 4 Orchard Drive, Purchase, New york 10577.

new ALA MembersAs of Feb. 1, 2011

Component Manufacturer

LED One IncorporatedBoyd Corbett

Oklahoma City, Okla.

DesignerCool House Systems

Sonny pickettBirmingham, Ala.

Gescan Electrical DistributionHillary Zorn

Calgary, AB Canada

Manufacturers Representative

Carolina Lighting SalesLinda Ruck

Troutman, N.C. Lighting Vision

patrick BrockampAurora, Colo.

Lindquist Lighting SalesJeff Lindquist

Engelwood, Colo.R. Brown & Associates Inc.

Richard BrownCumming, Ga.

Strickly LightingMartin Strick

Wellington, fla.

Rick Wiedemer, president, Hinkley Lighting and Jess Wiedemer, vice president of operations, Hinkley Lighting, congratulate Patrick Morris, Lismore Agencies, for winning Hinkleys 2010 Rep of the Year award.

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nevins Wins small Business Person of the Year

M ichael Nevins, president/CEO of Full Spectrum Solutions, Inc. was presented with the 2010 Small Business Person of the year Award by the Jackson, Michigan, Chamber of Commerce at its 102nd Annual Meeting on Jan. 20.

The Small Business Person of the year award highlights the role of small busi-nesses in the community and across the nation. The recipient of the award was determined through a two-step judging process that examined company history, growth, business philosophy, community outreach and overall influence within the community.

We are the source for anyone looking for high quality and innovative lighting solutions, Nevins said in his acceptance speech. Were not just a lighting manu-facturer; were scientists first.

newsbriefsNora Lighting Hires and Expands

Doug Boughton has joined manufacturer Nora Lighting as the new national accounts sales manager. Boughton, who brings more than 30 years of lighting experience to the position, will liaison with Nora national account distributors and customers nationwide.

Dougs appointment is an important step in developing closer working rela-tionships with our national distributors and end-users, says Fred Farzan, presi-dent of Nora Lighting.

His leadership skills and industry expertise will be major assets as we position Nora for strategic growth and expansion in key markets in 2011.

Nora Lighting has also expanded its showroom representation in the western United States with the addition of two new sales firms: Sites and Sites, headquartered in Seattle, will handle showroom sales in Alaska, northwestern Idaho, Oregon and Washington and

Michael Nevins, pictured with his wife Diane, received the 2010 Small Business Person of the Year Award given by the Jackson Michigan Chamber of Commerce.

Isaac Trujillo, based in Albuquerque, New Mexico, will oversee sales in New Mexico and western Texas.

WAC Lighting Supports Juvenile Diabetes Research Foundation

WAC Lighting President Shelley Wang recently announced that the company is supporting the Juvenile Diabetes Research Foundation (JDRF) International.

We are so proud to support the

JDRF, Wang says. This organization of-fers a high level of education and results-driven research and developments to help cure juvenile diabetes. We are hop-ing that the foundation will transform its research into reality.

The Juvenile Diabetes Research Foundation International was awarded an efficiency rating of 92 out of 100 in Forbes magazines most recent annual charity ranking. For the eleventh year in

a row, the foundation was top-ranked by the American Institute of Philanthropy the only national diabetes organiza-tion to earn an A grade every year over this time period.

The foundations mission is to find a cure for diabetes and its complications through the support of research. The organization is currently funding more than 40 clinical trials to test new thera-pies on people.

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