The American. The American Lighting Association is. ALA Promotes Industry Interests at 2012 Washington Mission

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1 July/August 2012 Volume 42, No. 4 Lighting Your Life Consumer Brochure Gets Update, Goes Digital The American Lighting Association recently published an updated, digital version of its consumer brochure, Lighting Your Life. Featuring an all-new layout with beautifully photographed lighting-design images from ALA manufacturers, Lighting Your Life offers up-to-date home lighting information for consumers. Topics covered include the latest trends in lighting, industry definitions and illustrations, instructions for designing with lighting and energy-efficiency tips. This newly updated consumer brochure is a great tool for ALA member showrooms to use as a customer resource to help drive lighting sales, says Brittany Glenn, ALA manager of communications and marketing. The fact that it s now digital makes it easy for showrooms to link to it on their website, send via or post on their Facebook page. The brochure s new digital design enables consumers to flip through the pages on their computer, ipad or smartphone to learn about the importance of lighting. The digital version contains a search feature as well as bookmarking capabilities and may be viewed online and offline, or saved as a PDF. To view the online brochure, visit lightrays/lightinglife2012#pg1. For more information, contact bglenn@ americanlightingassoc.com. ALA Promotes Industry Interests at 2012 Washington Mission delegation of eight American A Lighting Association members as well as ALA and IES staff members traveled to Washington, D.C., in April to advance the lighting industry s interests and promote the association s legislative agenda. Offices visited included those of Rep. Joe Barton (R-Texas), Rep. Mike Doyle (D-Pa.), Sen. Mary Landrieu (D-La.), Sen. Rob Portman (R-Ohio), Sen. Mark Pryor (D-Ark.), Sen. Jim Risch (R-Idaho), Rep. Mike Ross (D-Ark.), Rep. Steve Scalise (R-La.), Rep. Pete Sessions (R-Texas), Rep. Fred Upton (R-Mich.) and Rep. Henry Waxman (D-Calif.). During the trip, ALA members and staff also met with three representatives from the EPA Peter Banwell, director of product marketing, Alex Baker, lighting program manager for ENERGY STAR, and Taylor Jantz-Sell, marketing manager to discuss important issues affecting the lighting industry. Continued on Page 12 ALA Prepares for Must Attend Annual Conference The American Lighting Association is pleased to report that the number of registrations received for this year s annual conference scheduled Sept at the Hyatt Regency Scottsdale Resort and Spa at Gainey Ranch in Scottsdale, Ariz. reflects a year-over-year increase while 81 percent of the room block is filled. The hotel block is filling quickly, and this is an excellent indicator of a great attendance for this year s event, says Beth Bentley, CMP, ALA director of conferences. With Marti Barletta and Donald Cooper headlining as keynote speakers and a host of extremely talented educational seminar speakers, this should be the strongest conference yet. That s saying a lot, following the outstanding performance of last year s presenters. This year s venue is the Hyatt Regency Scottsdale Resort and Spa at Gainey (L to R) David Shiller (Lighting Solution Development), Clark Linstone (Lamps Plus), Tony Davidson (Kichler Lighting), Ron Milam (Lighting Emporium, Inc.) and Gene Ansbaugh (Idaho Lights) prepared for a day of congressional meetings on the steps of the U.S. Capitol. Ranch, which combines nature and the beauty of Scottsdale with outstanding hospitality and service. Thanks to a recent $50 million renovation, attendees will enjoy all-new guest rooms, suites and casitas as well as two new signature restaurants. Resort amenities include a 2.5-acre water playground with 10 pools, white sand beach and three-story waterslide, 27 holes of championship golf, tennis, the Native American Learning Center, the unparalleled Spa Avania, Venetian gondola rides and nightly entertainment. Audiences will gain valuable insight from the featured presentations made by keynoters Marti Barletta, who will present Illuminating the Ultimate Customer Women, and Donald Cooper whose presentation is entitled Continued on Page 8 Light Watch Mark your calendars now for these upcoming lighting events. July 19 Live Webinar: The Facts and the Myths of CFL and LED Lighting: Which Products You Should and Shouldn t Market Aug. 9 Live Webinar: How to Meet the Lighting Requirements of the NAHB Green Building Standard and the ENERGY STAR Advanced Lighting Package Sept ALA Annual Conference Hyatt Regency Scottsdale Resort and Spa at Gainey Ranch Scottsdale, Ariz. Sept. 20 Live Webinar: Lighting Controls: The Latest Technology for Dimming LEDs and CFLs Sept. 27 Teleforum Seminar: Positive Practices for Difficult Times ALA Annual Conference Update, p. 8 In This Issue 2 Government Affairs 5 Showroom Management 7 Technology/Energy Efficiency Annual Conference 11 Association News 12 Education/Training 14 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.

2 government affairs Page 2 ALA Opposes EPA s Third-Party Certification Requirements for ENERGY STAR Products During the American Lighting Association s 2012 mission trip to Washington, D.C., ALA staff and members met with representatives from the U.S. Enviromental Protection Agency to discuss the association s opposition of the EPA s third-party certification requirements for ENERGY STAR-qualified luminaire products. ALA manufacturers are now finding the costs too high to justify continuing to support the ENERGY STAR program at past levels, says Dick Upton, CCE, ALA president and CEO. Many of the lighting industry s products are low-cost items, making it economically impractical to ALA Supports Bill Requiring Internet-Only Retailers to Charge Sales Tax The American Lighting Association strongly supports the Marketplace Fairness Act (SB 1832), a bipartisan, federal bill that addresses the problem of internet retailers competitive advantage over their brick-and-mortar counterparts. Co-sponsored by Senators Lamar Alexander (R-Tenn.), Michael Enzi (R-Wyo.), John Boozman (R-Ark.), Roy apply for products to become ENERGY STAR-qualified. Due to the high expense of thirdparty certification, Upton believes that a significant number of lighting manufacturers that have previously participated in the program will either not participate or significantly reduce the number of products they submit for qualification. As a result, there will be fewer ENERGY STAR-qualified lighting products available for sale, a negative outcome for the EPA, manufacturers and customers, he adds. According to Upton, ALA recently conducted a poll of its manufacturer Blunt (R-Mo.), Bob Corker (R-Tenn.), Sheldon Whitehouse (D-R.I.), Richard Durbin (D-Ill.) and Tim Johnson (D-S.D.), the legislation would give states the ability to enforce their existing state and local sales and use tax laws on online-only retailers. The law, if passed, would close a tax loophole that online-only retailers members to determine if the EPA s action to require third-party certification testing on ENERGY STAR-qualified products will have an impact on their decision to participate in the program. Twenty-five of the 27 companies that responded to the survey or 92.6 percent said they plan to significantly reduce the number of ENERGY STAR SKUs they produce, Upton says. This information will be helpful as we work with the EPA and members of Congress to find an alternative to expensive thirdparty testing. Terry McGowan, FIES, LC, ALA director of engineering and technology, are currently able to exploit, says Dick Upton, CCE, ALA president and CEO. It s important to note that this legislation would not introduce any new taxes. It would simply enable states to require online-only retailers to collect and remit sales tax. According to Upton, the proposed law would protect retail showrooms that believes changes are required to grow the program and make it attractive to lighting manufacturers. We believe it s neccesary to modify the one-size-fits-all approach to testing, sampling and monitoring that reflects the cost, energy use and potential energy savings of the products involved, McGowan explains. We also support alternatives to the certification body requirements that are lower in cost and reflective of the industry s reputation and practice. Without evidence that the original process is somehow misleading the customer or otherwise broken, it doesn t make sense to pay a substantial price per product for a fix, McGowan says. ALA manufacturers have not heard compelling arguments that justify the Continued on Page 13 are currently unable to compete with internet-only retailers. The legislation would level the playing field for all retailers by allowing states to eliminate the unfair advantage the online-only retailers have because they are not currently required to collect state sales or use taxes, he adds. Refined Style for Any Décor and Any Budget Go to or to see our expansive selection of indoor and outdoor lighting and ceiling fans Feiss and Monte Carlo, Feiss is a registered trademark of Murray Feiss. Monte Carlo is a registered trademark of Monte Carlo. Generation Brands

3 Page 3 government affairs ALA-PAC Gains Member Support The American Lighting Association Political Action Committee (ALA- PAC) is gaining excellent member support in 2012, having received more than $8,125 in contributions this year. However, to keep the ALA-PAC financially strong, fundraising efforts will continue as the association readies for the 2012 cycle of primary and general elections. The ALA-PAC places the lighting industry in an influential position within Washington, D.C. Money raised for the ALA-PAC goes toward targeted campaign contributions to members of Congress positioned to support the lighting industry. We urge every member to support the ALA-PAC, says Jack D. Fleischer, CLC, president of Hermitage Lighting Gallery and chair of the committee. The ALA-PAC facilitates the contacts we need to successfully battle for the industry. Current Champions Current lighting industry champions and contributions received from the ALA-PAC include: Sen. Mary Landrieu (D-La.) $2,500 Sen. Rob Portman (R-Ohio) $2,500 Sen. Mark Pryor (D-Ark.) $2,500 Sen. Jim Risch (R-Idaho) $2,500 Rep. Joe Barton (R-Texas) $3,000 Rep. Mike Doyle (D-Pa.) $2,500 Rep. Pete Sessions (R-Texas) $5,000 Rep. Fred Upton (R-Mich.) $3,000 Rep. Henry Waxman (D-Calif.) $3,000 ALA-PAC Contributors The ALA wishes to thank the following ALA members who have contributed to the ALA-PAC in 2012: Carolyn Overman, Western Montana Lighting Larry King, LS, Capital Lighting Brooks Mouchette, CLC, Lighting Plus David White, Schonbek Worldwide Lighting Inc. Ray Angelo, Westinghouse Lighting Corporation Tony Davidson, Kichler Lighting John McKiernan, Lutron Electronics Company, Inc. John Deininger, Deininger Lighting Group, Ltd. Hal Schwartz, Enlightening Sales Edward Garaventa, Garaventa & Associates, Inc. Phil Hoefer, Hoefer/Funsinn Lighting Agency Howard Ketzner, Ketzner Enterprises, Inc. Lars Bostrom, CLMR, Bostrom Lighting Sales Steve Templeton, Barry Sales Ralph Flores, Flores-Wilson Lighting Group Bob Funsinn, Hoefer/Funsinn Lighting Agency Nathan Frampton, LS, Fanimation Richard Upton, CCE, American Lighting Association Neil Graves, Tri-State Sales & Service, Inc. Mark Kaffee, American Fluorescent Corp. Wayne Falk, Hudson Valley Lighting Inc. Paul Pavletich, LS, Premier Lighting Denis Rehm, Golden Lighting John Blanchard, Vermont Lighting dba The Lighting House Carl Thon, Westinghouse Lighting Corporation ALA members interested in contributing to the Political Action Committee (PAC) must sign prior approval forms before the ALA may contact them regarding PAC support. Permission to Contact forms may be obtained from Cecilia Chavez at , ext. Continued on Page 11

4 government affairs Page 4 British Columbia Recycling Program Now Affects Lighting Producers If you sell lighting fixtures, ceiling fans, lamps or ballasts in British Columbia, you are now required to participate in a newly expanded recycling program. The British Columbia Recycling Regulation requires the producers including retailers, distributors and manufacturers of all lamps, ballasts, ceiling fans and fixtures sold into the residential, commercial and industrial sectors in British Columbia to be part of an approved stewardship program by July 1. As a result, the Product Care Association a nonprofit association that manages product stewardship programs for household, hazardous and special waste on behalf of its members across Canada has expanded its LightRecycle program to provide a compliance option for all obligated parties. The newly expanded program includes: Lamps (i.e. lights or bulbs ), all technologies including fluorescent tubes, CFLs, LED, HID, halogen, incandescent, etc. Ballasts, including those containing PCBs Fixtures, ranging from flashlights to table lamps, chandeliers, troffers and street lights Supply/sales to all users including residential, institutional, commercial and industrial sectors If your company is obligated under the BC Recycling Regulation, becoming a Product Care member for the LightRecycle program will enable your business to comply with these requirements, reads a letter from the Product Care Association. There is no fee to join the LightRecycle program. However, according to Product Care, the program will be funded by eco-fees applied to the sale or supply of new lamps, ballasts and fixtures sold in British Columbia, beginning July 1. These fees will be paid by program members manufacturers, distributors and retailers who have joined Product Care to fulfill their legal obligations. We are in contact with British Columbia officials regarding this new program, says Dick Upton, CCE, ALA president and CEO. Several member Canadian showrooms and manufacturers have expressed surprise, as they were not aware of this program. While it is unlikely that the regulation can be overturned, we are working on the issue with several of our Canadian members. We will keep members informed on action that must be taken. For more information on the recycling program, visit expansion. Classic Designs. Rich Finishes. Superior Service. Welcome to Capital Style capitallightingfixture.com Members of the American Lighting Association Canadian Government Affairs Task Force participated in meetings held in Ottawa June 4-5 for the Canadian Lighting Industry Collaborative (CLIC) and ENERGY STAR. (L to R) Jim Sourges, vice president of The Electrical & Plumbing Store in Gloucester, Ontario; Pierrette LeBlanc, senior standards engineer at Natural Resources Canada, Ottawa, Ontario; Brett Robinson, LS, president of Robinson Lighting in Winnipeg, Manitoba; and Jim Bennis, vice president retail/commercial business group of Canarm Ltd. in Brockville, Ontario.

5 Page 5 showroom management Illuminating The Ultimate Customers Women By Marti Barletta The World s Foremost Authority on Today s Mightiest Market Women You re an expert in your field. You ve been working in it for years and you know it inside and out. You re smart and you stay abreast of best practices for every element that drives your business. There s just one problem: Marketing as we knew it doesn t work anymore. Whether you re selling chandeliers or champagne, hardware or software, cameras or cars people just aren t buying like they used to. Maybe you re not talking to the right people. I bet you ve been defining your target audience as something like households with X income, or adults 25 to 54. What if you could talk directly to the decision-maker the chief purchasing officer of the household, the person whose finger is on the purse-strings? The person who has not merely veto power, but the power to say yes? You need to be talking to women. And if you re after the big spenders, you need to be talking to PrimeTime Women. Why Women? Women are way more than half of the equation. The mistake most marketers make is assuming that because the final sale and use of an expensive lighting fixture often involves both heads of household, both played an equal role in getting them there. The fact of the matter is the woman of the house takes the lead in the first two stages of the buying process, before anybody contacts you or shows up at the store, as well as in the last two stages, which is where smart marketers get all their repeat business and referrals. The first two stages of the buying process are 1) deciding to buy now and 2) narrowing down the infinite possibilities to the short list of preferred options. Stage 1 In the case of a big-ticket choice like a new chandelier for a formal dining room, lighting for a newly added family/media room or a lighting plan for newly landscaped property, a couple will often think about it for months before they actually decide to proceed with the purchase. As the family finance manager who pays the bills and handles the budget in 83 percent of families, women are generally the ones who say, Now s the time. We re in a good place right now let s move on this. Stage 2 Then she jumps in and does the research to build the short list. Why? Because she has a radically different buying process than her male mate. Experience has taught her that when he does the research, she doesn t have enough breadth or depth of information to feel ready to finalize a decision. So she has to do it. Frankly, he s perfectly happy to have her do the work. So here s the net-net: Unless you can convince her that now is a good time to buy, they re not even in the market. And unless you can get on her radar screen, and then out-communicate your competitors, you ve got no shot at being on the short list, let alone winning the final sale. They may well shop together, and he may well do most of the talking during the sales discovery process and negotiations, but don t be fooled. If your marketing and communications don t capture her interest and convince her to give you Continued on Page 15

6 showroom management Page 6 Capitol Lighting Launches Lighting Training Program for New Recruits In May, ALA member Capitol Lighting ( com) announced that it had launched a new paid-training program for prospective new-hire salespeople called Bright Start. Although Capitol Lighting has eight showroom locations in Florida and New Jersey, the new training program is currently only offered to trainees in Florida. The Bright Start training opportunity teaches a select group of candidates valuable skills in retail sales with a focus on the lighting and home furnishings industry and lighting basics, says Eric Lebersfeld, president of Capitol Lighting. There is the possibility of full-time employment at a Capital Lighting location upon completion. The training program runs for three weeks at 35 hours a week; during this time, trainees are paid $10 an hour. The classes comprise a fairly significant number of modules, Lebersfeld says. We bring in sales reps and we also have a sales consultant who teaches general sales skills. Additionally, we use ALA s online training webinars, which provide terrific content. A Different Approach According to Lebersfeld, before Bright Start, Capitol Lighting had never organized a formal training program. It s always been fairly loose as far as procedures for onboarding a new sales associate, he adds. Each showroom was training new hires a little differently. There was a lack of consistency and we were not utilizing best practices in each location. The new training program accomplishes two objectives: It enables Capitol Lighting to offer an organized, cohesive and robust training program, and it also allows the company to try out prospective new employees before an offer of employment is made. Even with $9 million in inventory, our number one resource is our people, Lebersfeld explains. We have some ambitious plans for our company and there is no way we re going to get there without the right people. We want to build strong teams. And to do that, you need to have a sense of the person you re hiring well before they come on to your sales staff. The Bright Start training program gives us three weeks to figure that out before offering them a full-time job. Importance of Education Graduates of the introductory training course may also be given the opportunity to earn more advanced industry designations such as the Lighting Associate or Having educated salespeople gives you a unique selling advantage. - Eric Lebersfeld, President, Capitol Lighting Lighting Specialist offered by the American Lighting Association. The LS and LA are terrific badges for the ambitious salesperson to obtain, Lebersfeld adds. Capitol Lighting s philosophy is that education is crucial for lighting showroom professionals. Having educated salespeople gives you a unique selling advantage, Lebersfeld says. There are so many options for a consumer to buy today. If you re not giving them the confidence to make that purchase, they ll just buy it elsewhere or from someone else online. Our position as a bricks-and-clicks retailer is to have all the online tools that they can get from the best websites, he continues. However, they re going to have a real person holding their hand through the sales process. Giving them the salesperson s expertise will give that customer confidence in their purchase. Most people are still not comfortable making a significant lighting purchase online. They like the human interaction that the showroom purchase gives them. Think LED Think Juno Lighting Group Think WarmDim technology LED downlights that warm as they dim a Juno exclusive WarmDim LED Downlights from Juno Lighting Group deliver the romance that s been missing in LED lighting. Conventional LED dimming maintains cool-white color temperatures throughout the dimming range. But with Juno s exclusive WarmDim option, color temperature warms as it dims, creating the cozy atmosphere previously available only with incandescent dimming. So when you want to set the mood, think WarmDim LED downlights exclusively from Juno. Standard LED dimming Juno WarmDim dimming Visit our Web site for complete information junolightinggroup.com/warmdim Shine On. *Patent pending.

7 Page 7 Infrared Technology Brightens the Incandescent s Future Even with all the energy-efficient light bulb options available on the market today, some consumers still swear by the traditional incandescent lamp. However, a new technology called HIR or halogen infrared reflector enables halogen incandescents to enjoy a 50-percent energy savings with all the benefits the traditional incandescent offers. The halogen-ir lamp costs about as much as a CFL and provides a 50-percent savings compared to the traditional incandescent, but there is no mercury, it doesn t hum or flicker and it s compatible with conventional dimmers, says Steve Stockdale, manager of new market development for Solon, Ohio-based Advanced Lighting Technologies, Inc., a component manufacturer of energy-efficient lighting materials and finished products. Additionally, the halogen-ir lamp features a high color rendering index, Stockdale says. The HIR lamp has a warm color temperature of approximately 2,700 to 3,000 degrees Kelvin, he adds. It s the same incandescent lighting we ve enjoyed for more than 100 years; however, at 45 lumens per watt, it has the energy-efficiency to meet today s standards. According to Terry McGowan, FIES, LC, American Lighting Association director of engineering and technology, Stockdale presented technical information and demonstrated a 2X HIR lamp at the annual ALA Engineering Committee meeting. Made with special thin-film coatings on the filament tube, the design is intended to replace the standard 100-watt, A-line bulbs that were phased out earlier this year, McGowan says. The 2X HIR lamp is rated for 50 watts, 1,600 lumens and 1,500 hours of life. Stockdale believes the availability of this new technology will increase dramatically in the next several years as energy-efficiency requirements take effect, led by the phaseout of the standard 100-, 75-, 60- and 40-watt bulbs. The new HIR technology offers a way to have incandescent light quality as well as substantial energy savings, McGowan says. It makes sense historically, too. During the past 130 years of electric lighting, no new light source has ever completely replaced an older, existing light source because for certain lighting designs, nothing other than the original will do. SOFTLIGHT Lighting Package technology/energy efficiency 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? Is the software easy to learn? Call for free demo or visit: Not available in New Mexico. 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, LS Premier Lighting Bakersfield, CA 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. More Than 120 Lighting for Tomorrow Entries Received More than 120 products from residential lighting manufacturers including almost 70 LED luminaires, 30 replacement lamps, a dozen retrofit kits and 10 lighting controls were received as entries for the 10 th annual Lighting for Tomorrow competition. These numbers reflect a major increase compared to the 2011 competition when 52 entries were received. This year, retrofit kits, such as inserts intended to upgrade downlight fixtures, are included in the competition in addition to lighting control products, including stand-alone, system-based and whole house devices, as well as SSL fixtures for specific applications and screw-in replacement lamps. For this year s competition, we had a full range of new LED indoor and outdoor luminaires to judge, with the largest numbers in the ceiling, recessed, pendant, track and desk/task categories, says Terry McGowan, FIES, LC, ALA director or engineering and technology. Winners will be announced during Continued on Page 15

8 2012 ALA annual conference Page 8 Must Attend Event Continued from Page 1 Accelerate Your Business: How to Sell More, Manage Smarter, Grow Your Bottom Line and Have a Life. Seminars have been planned to meet the needs of showrooms, manufacturers representatives and manufacturers. However, all industry professionals will benefit from enjoying a three-day shot in the arm of energy and inspiration. This is one of the best programs ever, and I am very pleased by both the strength of the speakers and the southwest flare of the venue, Bentley says. If you have not registered, I urge you to make the ALA Annual Conference a permanent event on your annual calendar. See for yourself why it s the lighting industry s must attend event of the year. Note: Showroom scholarships to the Conference are still available. These manufacturer-sponsored scholarships enable eligible showrooms to receive their conference registration and three nights room and tax at no charge. Showrooms only pay their transportation costs. Please contact Beth Bentley (bbentley@americanlightingassoc. com) or Eric Jacobson (ejacobson@ americanlightingassoc.com) if you d like to be sponsored, or if you are a manufacturer that wants to sponsor a showroom. Conference Travel Discount Codes American Airlines Discount code is good for travel to the conference Sept Code: 2292BF ( A2292BF ( ) Alamo BY # Avis AWD #B Budget BCD# Z Hertz CDP # (U.S.) (Canada) National Disc # CAR-RENT MUST ATTEND 2012 ALA Annual Conference September 9-11 Hyatt Regency Scottsdale Resort & Spa at Gainey Ranch Boost your bottom line with advice from the experts. Build Your Relationships...Build Your Business The LED Revolution: Is Your Showroom Ready? Selling to the World s Biggest Spenders: Women How to Get and Keep More Customers Visit to register for the 2012 Annual Conference a MUST ATTEND event.

9 Page ALA annual conference Conference Updates Monday Evening Restaurant Options During the free evening scheduled for Mon., Sept. 10, conference attendees are invited to visit historic Old Town Scottsdale, where they can browse traditional western-wear retailers and southwestern specialty shops as well as dine in a variety of restaurants bursting with local flavor. For a detailed list of restaurant options in Old Town Scottsdale, visit Members/Annual-Conference/ALA- Conference-2012/Restaurant-Optionsin-Old-Town-Scottsdale.aspx. Showroom Scholarships Available A limited number of manufacturersponsored 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 ejacobson@americanlightingassoc. com or Beth Bentley at bbentley@ americanlightingassoc.com or call (ext. 224 or 228). Book Hotel Reservations To obtain the ALA s special group rate of $172 a night, attendees should make their Hyatt Regency Scottsdale Resort and Spa at Gainey Ranch reservations online through the resort s system. A hotel reservation link is available at You may also call the hotel reservations line at All reservations must be received by the resort no later than Aug. 17 or until the block is filled. After this date, rooms will be confirmed at the group rate only if available. A first night s room and tax deposit will be required to confirm each reservation. Annual Golf Tournament The 2012 ALA Annual Golf Tournament will be held at the hotel s onsite golf course. All proceeds benefit the ALA Education Foundation. To register for the tournament, contact Elizabeth Ware at eware@americanlightingassoc. com or call , ext If you are interested in sponsoring golf holes, prizes or food and beverages, contact Wendy Rollins at wrollins@ americanlightingassoc.com Lutron Electronics Co., Inc. P/N REV B This event gets better every year. Larry King, LS Capital Lighting remote controlled shades Offer your clients the luxury they want at a price they can afford. Controlled via a remote, you can quietly raise or lower Serena shades from anywhere in the room. These shades: save energy they have insulating, honeycomb fabric are low maintenance they use regular, store-bought batteries are easy to install they don t require wiring are fashionable they re available in a variety of pleat options, textures, and colors Prices starting at just $299. For more information visit or contact your local Lutron representative. MUST ATTEND ALA Annual Conference September 9-11, 2012 Hyatt Regency Scottsdale Resort & Spa at Gainey Ranch Event & Registration Information for 24/7 support Conference Brochure Available Online The American Lighting Association recently published a digital/online version of the 2012 ALA Annual Conference brochure, which features detailed information about the event s seminar speakers and topics as well as a schedule-at-a-glance and registration information. The brochure s new digital design enables conference attendees to flip through the pages on Pico wireless control their computer, ipad or smartphone, making it a convenient resource, says Beth Bentley, CMP, ALA director of conferences. The digital version contains a search feature as well as bookmarking capabilities and may be viewed online or saved as a PDF. To view the online brochure, visit lightrays-digital.com/lightrays/2012ala#pg1.

10 TM 2012 ALA annual conference Conference Schedule Saturday, Sept. 8 2 p.m. 5 p.m. Registration Open Sunday, Sept. 9 7 a.m. 8 a.m. Registration Open 8 a.m. 1 p.m. Golf Tournament (on property) 10 a.m. 5 p.m. Registration Open 1 p.m. 5 p.m. Showroom Networking Group Meetings 2 p.m. 3:15 p.m. Finance Committee Meeting 3:20 p.m. 4:15 p.m. Board of Governors Meeting 5:30 p.m. 6 p.m. New Member Orientation 6 p.m. 6:45 p.m. New Members/First Timers Reception 6 p.m. 7 p.m. Registration Open 7 p.m. 8:30 p.m. Gala Welcome Reception Monday, Sept. 10 7:30 a.m. 5 p.m. Registration Open Opening Breakfast/Featured Presentation: Accelerate 8 a.m. 9:45 a.m. Your Business: How to Sell More, Manage Smarter, Grow your Bottom Line and Have a Life 10 a.m. Noon Seminars: Accelerate Your Business: The Seminar Selling Has Nothing to Do With Selling Selling a Lighting Package: How to Increase Sales and Profits 11 a.m. 3 p.m. Spouse/Guest Event (includes lunch) 12:15 p.m. 2:15 p.m. Business Lunch 2:30 p.m. 4:30 p.m. Seminars: Build Your Relationships Build Your Business Avoiding Legal Pitfalls Related to Anti-Trust Issues and the Internet How to Reposition Your Sales Message The LED Revolution: Is Your Showroom Ready? 5 p.m. 6 p.m. Young Executives Reception Tuesday, Sept. 11 7:30 a.m. 3 p.m. Registration Open 8 a.m. 9:45 a.m. Breakfast/Featured Presentation: Illuminating the Ultimate Customer: Women 10 a.m. 11:45 a.m. Seminars: Selling to the World s Biggest Spenders: Women How to Get and Keep More Customers Lighting for Senior Living: New Ideas for a Growing Market Outlook Secrets Cut Your /calendar Management Time in Half Noon 2:15 p.m. Manufacturers Exhibits/Lunch 2:45 p.m. 4:30 p.m. Seminars: The Dance of Management: When and How to Step In And Out Optimizing Technological Tools to Obtain Greater Sales Results Residential Duplex Outlets: Plug into a Sales Opportunity 4:30 p.m. 7 p.m. Registration Open 6:45 p.m. 7:15 p.m. Reception 7:30 p.m. 11 p.m. Annual Banquet Times and events subject to change. Thank You, Conference Sponsors As of June 8, 2012 Spouse/Guest Event Features Musical Museum Tour ALA Annual Conference spouses and guests are invited to tune in to their musical muse during a visit to the Musical Instrument Museum (MIM). Using state-ofthe-art audio and visual technology, the Musical Instrument Museum captures the creative spirit of people from around the world playing their native instruments within their cultural context. Through this one-of-a-kind experience, you will take a musical journey that explores how different people and cultures express their emotions through music. The Musical Instrument Museum features more than 10,000 instruments Page 10 ALA thanks the following member companies for their sponsorship of the 2012 ALA Annual Conference. The Musical Instrument Museum features the piano on which John Lennon composed the song Imagine. and artifacts from every country in the world, including instruments played by music icons such as John Lennon, Paul Simon, The Black Eyed Peas, Eric Clapton, Carlos Santana and many other celebrities. The visit will take place on Mon., Sept. 10, from 11 a.m. to 3 p.m., and will include lunch. Attendance is limited to the first 28 registered spouses/guests to sign up. For more information, contact Elizabeth Ware at eware@american lightingassoc.com or , ext. 221.

11 Page Membership Campaign Exceeds Goal Twenty-eight American Lighting Association volunteer leaders helped the 2012 ALA membership campaign secure 91 new-member commitments between April 26 and June 8, surpassing the goal of 72 new members. The dedication of our campaign leaders always surprises and encourages me, says Eric Jacobson, CAE, ALA vice president of membership. Their support and energy to grow the ALA membership is tremendous. I truly appreciate their work to exceed our new-member goals once again. Leading the way, Richard Alan, CLMR, Richard Alan & Associates, and Tony Davidson, Kichler Lighting, secured the most new-member commitments with 16 and 10 new-member commitments respectively. Howard Bernstein, ARTCRAFT, came in third place with seven new-member commitments and Denny Rehm, Golden Lighting, came in fourth place with six commitments. I would like to extend special thanks to Richard and Tony for their tireless efforts in this year s campaign and for their success, Jacobson adds. Elise Severson, CLC, CLMR, partner, Lytestyles, chaired the successful membership campaign. It has been truly inspiring to see the results of the enthusiastic efforts of our campaign volunteers, Severson says. I m sure I speak for the entire committee in thanking Eric Jacobson for his invaluable support. ALA Membership Campaign Recruiters Richard Alan, CLMR, Richard Alan & Associates, LLC Howard Bernstein, ARTCRAFT Chris Berumen, Toshiba International Corporation LED Lighting Cameron Cole, Legrand N.A. Tony Davidson, Kichler Lighting Robert Dillon, Hubbardton Forge David Director, CLC, Connecticut Lighting Centers, Inc. Lisa Dixon, Pace Lighting Carsten Doeren, Doeren Sales and Associates Mike Donovan, Edge Lighting Michael Estrin, CLMR, Estrin- Calabrese Sales Agency Wayne Falk, Hudson Valley Lighting Fred Fennell, CLMR, Fennell Elise Severson, CLC, CLMR Bravo Alexa association news Imagine the possibilities with Progress Lighting s newest introductions. Marketing & Sales, Ltd. Matt Hulett, S.L. Hulett & Assoc. Larry King, LS, Capital Lighting Brad Krieger, BC Sales Clark Linstone, Lamps Plus Stacey Loud, Hunzicker Lighting Gallery Dan McIntosh, Eurofase Inc. Guy Medaris, Emerson Ceiling Fans Freddie Naimer, Union Lighting Co. Ltd. In Style On Trend Truly Transitional Contact your local representitive or visit for more information Carolyn Overman, Western Montana Lighting Denis Rehm, Golden Lighting Rick Seidman, Quoizel, Inc. Elise Severson, CLC, CLMR, Lytestyles Nancy Stone, LS, Cornerstone Creations Michele Thompson, Southern Lights Tom Underwood, IES, CLMR, Saguaro Marketing Group, LLC Joy ALA-PAC Continued from Page 3 232, or cchavez@americanlightingassoc. com, or downloaded at canlightingassoc.com under Members/ Resources/Government Affairs/Political Action Committee. Federal law requires that ALA-PAC contributions must be from individuals, not companies.

12 education/training Upcoming CLC-Credit Live Webinars The Facts and the Myths of CFL and LED Lighting: Which Products You Should and Shouldn t Market Date: Thursday, July 19 Time: 11 a.m. Central Time Instructor: Joe Rey-Barreau, AIA, IES Credit: 1 CLC hour Member Cost: $39 per participant In this webinar, you will learn: How to select the best CFL and LED products for your customers. What criteria you should use when evaluating and selecting LED products. How to define the best color temperature and color rendering index when using CFLs and LEDs. Why using CFL and LED lighting is not always the best solution. How to decide whether to use integral LEDs in fixtures or LED lamp replacements in incandescent fixtures. Sponsored by: Registration forms may be downloaded from (click on For Members). Contact Nici Juneau, LA, at How to Meet the Lighting Requirements of the NAHB Green Building Standard and the ENERGY STAR Advanced Lighting Package Date: Thursday, Aug. 9 Time: 11 a.m. Central Time Instructor: Joe Rey-Barreau, AIA, IES Credit: 1 CLC hour Member Cost: $39 per participant In this webinar, you will learn: How the new NAHB Green Building Standard affects lighting showrooms. Why builders are using the new standard. How to meet the specific lighting requirements of the Green Building Standard. How the ENERGY STAR Advanced Lighting Package affects lighting showrooms. What the relationship is between the Green Building Standard and the ENERGY STAR Advanced Lighting Package. Sponsored by: njuneau@americanlightingassoc.com or call , ext. 226 for more information. Page 12 Lighting Controls: The Latest Technology for Dimming LEDs and CFLs Date: Thursday, Sept. 20 Time: 11 a.m. Central Time Instructor: Joe Rey-Barreau, AIA, IES Credit: 1 CLC hour Member Cost: $39 per participant In this webinar, you will learn: Which LED and CFL products are dimmable and which are not. Why most LEDs are dimmable but some are not. How to identify which dimmer will dim a specific LED lamp or fixture. Which dimmers can dim all three: halogen incandescent, CFL and LED. Whether dimming CFLs and LEDs extends the life of the light source and/or changes the color temperature. Sponsored by: Washington Mission Continued from Page 1 We discussed ALA s strong interest in controls becoming ENERGY STARqualified products, says ALA President/ CEO Dick Upton, CCE. Controls are an effective way to reduce energy consumption and they should have the opportunity to be promoted through the ENERGY STAR program. Additionally, we emphasized our opposition to third-party certification because of its high expense, Upton continues. We also indicated our support to preclude most LED lumen output requirements on residential lighting fixtures, including portable fixtures. Finally, we urged members of Congress to create a fair playing field for all retailers by passing legislation that would require internet sales companies to charge, collect and remit sales taxes. This year s delegation included Eugene Ansbaugh, president and owner, Idaho Lights, Coeur d Alene, Idaho; Tony Davidson, president and CEO, Kichler Lighting, Cleveland; Jack Fleischer, CLC, president, Hermitage Lighting Gallery, Nashville, Tenn.; Bob Horner, IES, Groveland, Mass.; Eric Jacobson, CAE, vice president of membership, ALA; Clark Linstone, chief financial officer, Lamps Plus, Chatsworth, Calif.; Terry McGowan, FIES, LC, director of engineering and technology, ALA; John McKiernan, vice chairman, Lutron Electronics Company, Coopersburg, Pa.; Ronald Milam, owner, Lighting Emporium, Inc., Springdale, Ark.; David Shiller, president, Lighting Solution Development, Pittsburgh and Dick Upton, CCE, president/ceo, ALA; and Andy Wakefield, Lutron Electronics Co., Coopersburg, Pa. Having member delegations there makes a huge difference when it comes to booking appointments with legislators, Upton says. We are grateful to all the members who participated in the event. (L to R) Clark Linstone (Lamps Plus), U.S. Rep. Charlie Dent (R-Pa.), Dick Upton (ALA), U.S. Sen. Pat Toomey (R-Pa.) and John McKiernan (Lutron Electronics Company) participated in a legislative reception hosted by Lutron during the trip. (L to R) Bob Horner (IES), Jack Fleischer, CLC (Hermitage Lighting Gallery), Clark Linstone (Lamps Plus), U.S. Rep. Pete Sessions (R-Texas), Eric Jacobson, CAE (ALA) and Andy Wakefield (Lutron Electronics Company) discussed the ALA s legislative agenda at the office of the congressman. (L to R) Clark Linstone (Lamps Plus) and U.S. Rep. Henry Waxman (D-Calif.) met to discuss regulations and issues affecting the lighting industry.

13 Page 13 Four-Day Residential Lighting Training Course Yields 18 Lighting Specialists Eighteen American Lighting Association members participated in the ALA Four-Day Residential Lighting Training Course, sponsored by Juno Lighting Group, in Des Plaines, Ill., in June. The graduates of this course were awarded certificates qualifying them as ALA Lighting Specialists. The ALA Four-Day Residential Lighting Training Course is an intensive four-day workshop that explores fundamental and advanced lighting principles, design techniques and sales strategies. Stan Johnston, CLC, CLMR, president of Johnston Lighting Associates, led the training. ALA s four-day Lighting Specialist training class attracted an impressive group of lighting professionals this year, says Nici Juneau, ALA director of education. Attendees who have attained their Lighting Specialist certification have seen a marked increase in sales in lighting showrooms. DALLAS INTERNATIONAL LIGHTING MARKET JANUARY 17-21, 2013 education/training THOUSANDS OF NEW LIGHTING STYLES HAVE JUST ARRIVED. TIME TO SHINE. New ALA Lighting Specialists As of May 30, 2012 Arizona Energy Pros Inc./Brasswinds Travis Evans, LS Cartwright Lighting Karen Elder, LS Lightology Jeremy Baker, LS David Hughbanks, LS Harrison Smith, LS Pure Edge Lighting Mickey McElroy, LS Texas Bright Ideas Susan McDavid, LS Union Lighting Roberto Avendano Moreno, LS New ALA Lighting Associates As of May 30, 2012 Lumens Ryan LaCasse, LA Colonial Electric Jennifer Grow, LA Energy Star Continued from Page 2 new requirements for our industry and see little correlation between the cost-to-comply with the value to the manufacturer, retailer or consumer, McGowan adds. We are urging the EPA to reconsider the third-party certification requirements and find an alternative pathway that will protect the ENERGY STAR program and gain broad industry support and participation, Upton says. In May, the ALA drafted a letter outlining the association s positions and forwarded it to the nine members of Congress that the ALA-PAC supports. To strengthen our position, we will follow up to gain their signatures and then forward the letter to the EPA administrator, Upton says. Call for Webinar Topics D o you have an idea for an ALA webinar topic? Is there a particular subject you d like to study? The ALA wants your input. Please send your ideas for webinar topics to Nici Juneau at njuneau@americanlighting assoc.com.

14 member news Page 14 In Memoriam Jason Edens Spc. Jason K. Edens, son of Jim Edens, CLC, division director for Hermitage Lighting in Nashville, Tenn., died on Thu., April 26, from wounds sustained on April 15 during an enemy attack on his unit in Laghaman province in Afghanistan. The 22-year-old was an infantryman assigned to the 1 st Squadron, 13 th Calvary Regiment, 3 rd Brigade Combat Team, 1 st Armored Division in Fort Bliss, Texas. Jason previously received the Purple Heart, North Atlantic Treaty Organization Medal, Army Commendation Medal, Army Achievement Medal, Army Good Conduct Medal, National Defense Service Medal, Afghanistan Campaign Medal with a Campaign Star, Global War on Terrorism Service Medal, Army Service Ribbon, Overseas Service Ribbon and Combat Infantryman Badge. He is survived by his wife, Ashley Edens; his mother, Janet Crane; and his father, Jim Edens. Associate Bryan Taylor Bryan Taylor, Indianapolis, Ind. Lamphunter.com Mike Josephson, Encino, Calif. Designer DK Automation Darren Kammer, Plano, Texas Manufacturer Armacost Lighting, LLC Terry Armacost, Baltimore, Md. DiCon Lighting Steve Kelley, Richmond, Calif. Illuminati Lighting USA Jimmy Benaim, Irvine, Calif. Matthews Fan Company & WPT Design Charles Mathews, Libertyville, Ill. Manufacturers Representative Brad Buntz Brad Buntz, Robins, Iowa Brian Slater & Associates Brian Slater, Boca Raton, Fla. CMJ Sales Curtis Jin, Concord, Calif. New ALA Members As of May 29, 2012 Dover Agency John Carvey, Manchester, Conn. Exclusively Lighting Inc. Jim Todoroff, Aurora, Ontario H & H Prescott Greg Hull, Birmingham, Ala. Jan Vicain Janice Vicain, Austin, Texas JPR Sales John Richenburg, Overland Park, Kan. JR & Associates Jeff Reiss, Louisville, Neb. Julia Haag Julia Haag, Ashland, Va. KVA Associates Kelly Casagrande, Northford, Ct. LehiTech Patricia Andrien, Pottstown, Pa. Lighting Reps Inc. Carlos Leon, Miami, Fla. Lighting Resources John Kowalczyk, Stoughton, Mass. Lighting Unlimited, Inc. Alan Collins, Columbus, Ohio Mika Sales and Marketing Michel Kadoche, Toronto, Ontario Mr. Jeff Norris Jeff Norris, Raleigh, N.C. R J Gould & Associates Randy Gould, Scottsdale, Ariz. Shannon Payne Agencies Shannon Payne, Richmond, British Columbia Steller Sales Michael Wintersteller, Maricopa, Ariz. Webcan Sales and Marketing Rob Webb, London, Ontario Showroom Bright Ideas Damion Persad, Marabella, Trinidad West Indies Dulles Electric Supply Corp Stephen Miller, Sterling, Va. Duncan Lighting & Home Kenneth Duncan, Bountiful, Utah Hardwood Specialties Angie McCoige, Morristown, Tenn. Hobrecht Lighting Design & Décor Eric Paul, Sacramento, Calif. Lighting by the Sea Alan Dickinson, Hampton Falls, N.H. RE-Lighting Inc. Matt Esposito, Amherstburg, Ontario Specialty Lighting & Bulbs, Inc. Bradley Chalmers, North Miami Beach, Fla. Stay connected to the lighting industry with enlightenment magazine Enjoy feature stories about product innovations, lighting installations, merchandising tips, and in-depth business profiles. Rely on the digital version for breaking news, product debuts, plus style and trend information. Experience an engaging interactive media platform that answers your lighting questions and provides a lively discussion forum. enlightenment lighting inspiration, information, and innovation published by Bravo Integrated Media

15 Page 15 (L to R) Dick Upton, ALA president and CEO, visited with Kathy and Skip Leigh, owners of ALA member showroom Lighting by Fox in Glenview, Ill., in May. The Leighs are preparing to open a new showroom in Chicago, located one block from Wrigley Field. Ultimate Customers Continued from Page 5 some consideration, you re never even going to get a chance to talk to him. PrimeTime Women PrimeTime Women is my term for women in midlife, ages 50 to 70. Right now, the people in the PrimeTime life stage are the boomers, and the big money is in the boomer market for three reasons: 1) On average, PrimeTimers have higher incomes and greater net worth by far than most people just starting out in their careers. 2) PrimeTimers, most of whom have kids who are finally supporting themselves, have more spending power now than when they were in full family mode and the budget had to support a household of four instead of just two people. 3) The boomer generation is huge massive meaning 94 percent of the growth in this decade (2006 to 2016) is in the U.S. population of 50 to 70 as boomers move out of the 25 to 49 market and step over the PrimeTime threshold of the big 5-0. Don t assume that PrimeTimers are set in their ways or not open to new options. The truth is, they are changing their spending patterns radically as they move out of the family first, last and all day long lifestyle to the finally, it s my time mode and start spending according to what I like instead of what works for the kids. The bottom line? Marketing still works, and people are still spending. You just have to make sure you re marketing to the right people the in-house decision makers, the household chief purchasing officers women. Marti Barletta is the author of the groundbreaking book, Marketing to Women, and co-author with Tom Peters of Trends. Her newest book, PrimeTime Women, shows how marketers can use the unprecedented buying power of women in their mid-life prime to drive business success. Barletta will present a keynote session on this topic at the 2012 ALA Annual Conference in Scottsdale, Ariz. Lighting for Tomorrow Continued from Page 7 an award ceremony at the 2012 ALA Annual Conference, held Sept in Scottsdale, Ariz., and will be promoted during 2013 at industry tradeshows and by energy-efficiency programs across the U.S. and Canada. Lighting for Tomorrow is organized by the American Lighting Association, the Consortium for Energy Efficiency and Underwriters Laboratories. About two dozen energy efficiency organizations in the U.S. and Canada have pledged approximately $150,000 to sponsor this latest competition. For more information, visit www. lightingfortomorrow.com.

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