March/April 2011 Volume 41, No.

2

ALA Announces
New Education
Initiatives

he ALA recently introduced several

new education offerings as part of its
goal to provide cutting-edge education
programs to lighting industry professionals. Among the new initiatives are:

Lighting Associate Webinars

www.americanlightingassoc.com

2011 Lighting Magazine Debuts May 10

opies of the new Lighting

magazine for consumers
will hit newsstands across North
America on May 10, and an
Living rooms
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
Bathrooms
and a participant in the ALA
BiNational Advertising and
PR program. This publication
elevates lighting to a level of importance enjoyed by furniture,
fabrics and plumbing fixtures.
We have never had such exposure in the
This years magazine is our best yet,
past. Every client be they a decorator,
says Larry Lauck, ALA vice president,
designer, or homeowner is absolutely
communications. We are showcasing
delighted when we give them a gift of
more products than ever before, and the
this magazine.
Continued on Page 7
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The 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 program 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-efficient lighting; outdoor and landscape
lighting; dimming and lighting controls;
and kitchen and bath lighting.
Each webinar is only 35 to 45 minutes 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.

2011 Lighting for Tomorrow

Contest Seeks Entries

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 psychology 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
Continued on Page 6

40 Lighting 2011

Lighting 2011

41

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everit id ex eum cum arcientus nam nis et epta

Lighting2011
2011
80 Lighting

aunched during the January

Dallas Market, the eighth Lighting
for Tomorrow competition is focusing 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 compatible 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.

Lighting 2011

81

Light Watch
Mark your calendars now for
these upcoming lighting events.
March 17
ALA Live Webinar: How to Select, Layout
and Sell Recessed Lighting, Including LED

April 21
ALA Live Webinar: Advanced Concepts for
Lighting Kitchens and Baths

June 23-26
Dallas International Lighting Market

Sept. 11-13
2011 ALA Annual Conference
The Breakers, Palm Beach, Fla.

Paper or PDF?
If you would prefer not to receive
a paper copy of Lightrays, please
send your e-mail address to
bglenn@americanlightingassoc.com.
A link to the electronic pdf of
Lightrays will be e-mailed
to you for each new edition.

In This Issue

In 2011, the SSL design competition

seeks to encourage innovation in the use
of new light sources by recognizing residential lighting fixtures and replacement
lamps that use SSL technology (i.e., lightemitting 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 performance, style and energy efficiency.
The competition is organized by the
American Lighting Association, the
Consortium for Energy Efficiency (CEE)
Continued on Page 3

2 Government Affairs
4 Showroom Management
5 BiNational Advertising & PR Program
6 Education/Training
8 Technology/Energy Efficiency
10 2011 ALA Annual Conference
11 January Market
12 Association News
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.

government affairs

Page 2

British Columbia and California Lamp Regulations Now In Effect

ritish Columbia and California began

enforcing more stringent stringent lumens/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 beginning Dec. 31, 2012.

The regulated energy efficiency

standards are:
General Service Lamps:
Efficacy >= 4.0357 * ln (Lumen output) 7.1345
Modified spectrum general
service lamps:
Efficacy >= 75% of the efficacy of the
reference standard spectrum lamps

Clear, Inside Frost and Soft White General Service Incandescent Lamps
Current
Wattage

Rated Lumen
Ranges

New Max
Wattage

California
Effective Dates

U.S. Effective Minimum Rated

Dates
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

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.

Incandescent Reflector Lamps

Lamp
Wattage

Minimum LPW

Lamp Type

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

40W-205W

Standard
Spectrum
2.5 inches
(R20 & PAR20)

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

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.

40W-205W

Modified
Spectrum

Exemptions to IRL Standards:

Voltage

Expressed here as a range for 40W through

205W, as LPW is derived from a formula
based on lamp watts

125
(130V)

6.8 X lamp watts0.27

18.4 to 31.9 LPW

< 125
(120V)

5.9 X lamp watts0.27

16.0 to 27.6 LPW

125
(130V)

5.7 X lamp watts0.27

15.4 to 26.7 LPW

< 125
(120V)

5.0 X lamp watts0.27

13.5 to 23.4 LPW

Standards are approximately 17% less stringent than for

Standard Spectrum Lamps

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

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www.americanlightingassoc.comwww.lightrays-digital.com

government affairs

Page 3

ALA Canadian
Task Force Formed

o meet the growing challenge of

Canadian legislation and regulations, 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. governing 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 receptive 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 representatives 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 forward 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,
Ontario
James Cooper President, Canarm
Ltd., Brockville, Ontario
Marty Goldman President, Mardan
Lighting Sales, Toronto, Ontario
Tim Harris President, Norlite Inc.,
Bolton, Ontario
Jacques Marchand General Manager/
Controller, Marchand Electrical Co. Ltd.,
Ottawa, Ontario
Kim Quelch Product Specialist-LED,
Standard Products Inc., Saint-Laurent,
Quebec
Brett Robinson, LS Branch Manager,
Robinson Lighting, Winnipeg, Manitoba
Gennifer Ryan Owner/Interior
Designer, Areaworx Lighting & Design,
Revelstoke, British Columbia

Jim Sourges Vice President, The

Electrical & Plumbing Store, Gloucester,
Ontario
Gary Taylor President, Living
Lighting, Brampton, Ontario

Lighting for Tomorrow

Continued from Page 1

and the U.S. Dept. of Energy (represented 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 energyefficiency programs across the United
States and Canada.
For complete guidelines and rules
for the 2011 competition, visit www.
lightingfortomorrow.com.

www.americanlightingassoc.comwww.lightrays-digital.com

Showroom Management

Passion Lighting
Uses Groupon
to Attract New
Customers

Page 4

Now your customers can view over

140,000 light fixtures online

Your Logo

ruce 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 customers, Paul says. For us, thats a
really good number. Groupon is such a
great concept.

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Get Your Groupon

Launched in November 2008,
Groupon features daily deals on the
best things to do, see, eat and buy in
more than 300 markets and 35 countries. If a certain number of people
sign up for the daily offer, then the deal
becomes available to all; if the predetermined 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 emailed 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 nothing on the advertising, Paul says.

Call 866.674.3332

Groupon actually sent me a check.

Of course, now Paul has to honor
those $75 Groupon coupons.
If we can sell enough to each customer on average to break even, we are
happy, Paul says. You want your average sale to be at least $150. That generates enough gross profit to keep you
whole. So far, our average sale is $200.

contact@faztrack.com

Opportunity Knocks
Kelsey ONiell, a spokesperson for
Groupon, says Groupon drives awareness and a guaranteed number of customers to local businesses.
Groupon is a great way for lighting showrooms to reach thousands of
new customers in their local market,
ONeill adds. Examples such as Passion

www.FazTLight.com

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.

www.americanlightingassoc.comwww.lightrays-digital.com

B i N at 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

Page 5

Home Lighting
Makeover Contest
Update

SOFTLIGHT
Lighting Package

lisa 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 lighting 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 beautiful, 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 sweepstakes 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.

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
Bakerseld, CA

Industry Specific Software

for the Lighting Industry
Things you should ask for in a lighting software package:
Is the software industry specic or was it written
primarily for another industry and adapted to
lighting?
Who provides support? When you call are you talking
to lighting people or someone who knows only about
writing software.
Are you charged more for adding computers to your
system or for using larger databases as your business
grows?

LIGHTS from Softlight is a computer software program

that manages and organizes the daily functions for the
Lighting Industry and Lighting Showrooms.
LIGHTS from Softlight can deliver reports and
paperwork at the touch of a key that can save you
many valuable hours of work. Customers are never
charged for adding more computers or features, and the
package is easy to learn. Visit the LIGHTS from Softlight
Web site or call for a complete demonstration.

Is the software easy to learn?

Call for free demo 1-888-544-4809 or visit: www.softlightusa.com

Not available in New Mexico.

BiNational Advertising Program Leads Up 68 Percent

he 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

www.americanlightingassoc.comwww.lightrays-digital.com

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

Education
Foundation Elects
Trustees, Officers

he ALA Education Foundation

elected two new trustees and reelected one trustee to a second threeyear 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, CLMR
Owner, Estrin-Calabrese Sales Agency
Michael Gladstone (elected to first term)
General Manager, Royal Lighting

Beverlee S. Griffin, CLC, CLMR

Principal, Deitch-Griffin & Associates
Allan Margolin
President, 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.

Upcoming CLC-Credit Live Webinars

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.

How to Select, Layout and Sell Recessed Lighting, Including LED

Date: March 17
Time: 11 a.m. Central
Instructor: Joe Rey-Barreau
Credit: 1 CLC hour
Member 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 suggestions on appropriate recessed housings, trims and lamps
How to make appropriate aperture
size recommendations

How to select between line voltage and low voltage products and
between incandescent, halogen, CFL
and LED
How to use suggestive and persuasive 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 Baths

Date: April 21
Time: 11 a.m. Central
Instructor: Joe Rey-Barreau
Credit: 1 CLC hour
Member 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 halogen with high-efficacy products to
achieve a beautiful but also energysmart design
How to determine the appropriate
number of layers and which products
to use for each of those layers

Page 6
Education Initiatives
Continued from Page 1

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 manufacturers representatives who are new or
returning to the industry.
This manual is the core training material 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 showroom sales increase significantly when
lighting professionals earn the Lighting
Specialist designation.

Advanced Lamps and

Light Sources
A new
course
Advanced Lamps
book called
and Light Sources
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.

Certificate Specialist
Monograph

On-Demand Webinars
The 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? (sponsor: 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 EnergyEfficient Future (sponsor: SATCO)
Dimming and Lighting Controls: Hightech 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 (sponsor: ARTCRAFT)
How to Sell, Select and Specify Highend 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.

www.americanlightingassoc.comwww.lightrays-digital.com

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

Page 7

New ALA Lighting

Specialists
As of Feb. 1, 2011

New Dimmers for Compact Fluorescent (CFL)

& LED Dimmable Bulbs

Ferguson
Meghan Butrico
Kelly Capkovic
Jennifer Leo
Christine Miller
Pamela Newman
Emily Stewart

Save Up To $50 Per Year*

Hunzicker Lighting Gallery

Stacey Loud

when combined with dimmable CFL bulbs

Works with:

Lighting Design by Wettsteins

Alison Clark
Robinson Lighting
Robyn Leitch
Tracy Seo

Lighting Magazine

Dimmable
CFLs

Continued from Page 1

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 everyone in their e-mail database, Lauck
says. This is a great e-marketing tool
for our members.
Consumers will also be able to request copies of the magazine through
two of Meredith Publishings websites,
www.remodelingcenter.com and www.
kitchenbathideas.com. Contact information from those requests will be forwarded 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 showroom leads two to one. Plus, it helps our

Dimmable
LEDs

Halogen and
Incandescent
Bulbs

Diva CL Dimmer
in White

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.
* Savings based on replacing a switch with a Lutron C L 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 calculate
your own savings, visit www.lutron.com/energycalc

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

3682053j_Lr_cflled_3&4.11.indd 1

industry raise awareness of proper lighting 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

2/1/11 3:31:21 PM

the ALA BiNational Advertising and PR

program, contact Larry Lauck at 800605-4448, ext. 227 or llauck@americanlightingassoc.com.

Lamps
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arcientus nam nis et eos volupta tiorem
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112

Lighting 2011

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scription goes her scription goes here

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Lighting 2011

113

www.americanlightingassoc.comwww.lightrays-digital.com

Technology/Energy Efficiency

How Color Impacts Residential Lighting

By Terry McGowan, FIES, LC
ow important is color to residential
lighting? The only answer Ive ever
heard to that question is very or critical, 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 lighting design. Color sells.
When it comes to residential lighting, 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 making the grade.
How about now? Has the color quality of the light from CFLs improved?
What about white-light LEDs? The comments 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 chromaticity 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 28002950 Kelvins. Outdoor daylight (at noon

Page 8
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 objects 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 incandescent can provide from a color rendering standpoint. We can easily see that
20-point difference, especially when we
compare lighted objects side by side under CFLs and incandescent light sources.
To many, the color appearance difference 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.

www.americanlightingassoc.comwww.lightrays-digital.com

Technology/Energy Efficiency

Page 9
Lightrays Ad_June2011.ai 1 2/8/2011 8:45:27 AM

IBS 2011 NextGen

Home Exhibits
Energy Efficiency

ore 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 education sessions at the event.
One of the most popular exhibits was
the 2011 NextGen Home (pictured),
which featured energy-efficient, functional and good-looking layered lighting thats easy to install and economical
to operate and control.

CM

MY

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 adjustablebeam LED fixtures.
CY

CMY

More than 3,000 visitors to the International Builders

Show toured the 2011 NextGen Home.

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 winners 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 competitions 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.

www.americanlightingassoc.comwww.lightrays-digital.com

2 0 1 1 ALA a n n u a l c o n f e r e n c e

Page 10

Conference Updates
Book Hotel Reservations Online
To obtain the ALAs special group rate
of $179 a night, attendees should make
their Breakers Palm Beach hotel reservations 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 bbentley@americanlightingassoc.com.

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 800605-4448 (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, nonsales 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 18hole 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 wrollins@americanlightingassoc.com or 800-605-4448,
ext. 222.

Congratulations, Winners!

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 attendees who have paid their registration fees are eligible for the upcoming drawings.
The winners so far:
Skip Leigh
Adam Cohen
Lighting by Fox
Ricci Sales Agency
Free Room Night
$250 in Breakers Bucks
Tom Lillie
Lucy Dearborn
Holtkoetter International, Inc.
Lucia Lighting and Design
$250 in Breakers Bucks
$50 in Breakers Bucks
Rita Santon
Shannon Ellis
Coventry Lighting, Inc.
CGE Sales
Free Guest Registration
Free use of a cabana at The Breakers
Bob Warmbold CLC
John Landolt
Accent Lighting
Wholesale Supply Group, Inc.
Free Delegate Registration
Free Delegate Registration

Conference Schedule
Times 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

Conference Sponsors
As of Feb. 8, 2011

www.americanlightingassoc.comwww.lightrays-digital.com

January Market

Page 11

Scenes from the

January Market

Chandeliers

Change the way

you look at lighting

Snehal Shah, Michelle Shah, Albert Wong and

Brian Wong prepare for the grand opening of Kalco
Lightings new showroom.

Mini-Pendants

Sophie Fen, Paul Eusterbrock and Thomas Lillie cut the

ribbon marking Holtkoetters grand opening of its new
showroom.

Outdoor

Recessed

The world's first comprehensive line of

Cathy Choi presents a portable LED desk lamp to a

lucky winner at Bulbrites 40th anniversary party
where cake and champagne were served.

residential LED lighting fixtures.

Energy-Saving

Long-life Lamps

Warm White

Dimmable

Cool Operation

Environmentally-Friendly

Contac t your Progress Lighting Representative for details.

w w w.progresslighting.com

Step/Wall Lights

Nathan Frampton poses with his staff to celebrate the

opening of Fanimations new showroom.

ALA Members Win

ARTS Awards

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

ix ALA members were named winners 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, LLC

Lighting Fixtures

Corbett Lighting City of Industry,

Calif.

Lighting Showroom - Midwest/

Southwest

Light by Design San Antonio, Texas

Lighting Showroom - West

Kilohana Lighting, Inc. Lihue, Hawaii

International Retail Store

Design Lighting Surrey, British

Columbia, Canada

Green Manufacturer

Hubbardton Forge Castleton, Vt.

www.americanlightingassoc.comwww.lightrays-digital.com

A s s o c i at i o n n e w s

Page 12

2011 ALA Membership Campaign

Kicks Off April 11

Nominees Selected for Next Years

Board of Governors

he 2011 Champions Membership

Campaign will officially kick off
April 11 and run through May 20.
Thirty ALA members have volunteered to participate in this years campaign, 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 representative, lighting showroom or a manufacturer, 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 manufacturer members will receive 50 percent

off their first years dues. New showrooms, manufacturers reps and designers 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 rewarded 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 certificate 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
ejacobson@americanlightingassoc.com.

2011 Membership Campaign Volunteers

Tony Davidson, Kichler Lighting,
Chair

Abby Leavitt, Crown Supply

Company, Inc.

Neil Caraccio, Michael Carr and

Associates, Inc.

Skip Leigh, Lighting by Fox

Cameron Cole, Legrand N.A.

Wendy Lofing-Rossotti, Lofings

Lighting, Inc.

Ryan Davidson, Davidson Sales

Jimmy Norris, Minka Group

Lisa Dixon, Pace Lighting

Jason Petersen, XOLogic Corp./

Hansen Lighting

Sabrina Eckert, Legrand N.A.

Shannon Ellis, CGE Sales
Steve Falk, Kichler Lighting
Jack Fleischer, Hermitage
Lighting Gallery

Rene Quintana, Fine Art Lamps

Brett Robinson, Robinson Lighting

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:

Showrooms
Clark 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
Representatives
Greg Keith (first term)
President, Keith Product Placement
LTD
Dartmouth, NS Canada

Manufacturers
Tony Davidson (second term)
President/CEO, Kichler
Cleveland, 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 consecutive 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 manager, 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

he ALA is accepting nominations

for the 2011 Pillar of the Industry
awards until June 1.
Up to three ALA members (manufacturer, manufacturers representative
and/or showroom) will be recognized
for their unique and meaningful service to advance the lighting industry
and the ALAs programs and mission
during the past year and a half.

Only ALA members in good standing are eligible.

Winners will be recognized during
the ALA Annual Conference, Sept. 1113, 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 llauck@
americanlightingassoc.com.

Jason Scanlon, JDA Group

Jeffrey Seigal, Wolfers Lighting, Inc.

Nathan Frampton, Fanimation

Jeff Sessler, Designers Fountain, Inc.

Monty Gilbertson, Lighting Design

by Wettsteins

Bill Solomon, American

Fluorescent Corp.

Ron Hersh, Authenticity

Lighting LLC

Greg Vandia, Murray Feiss Lighting

Skip Hulett, S.L. Hulett & Assoc.

Scott Walters, Juno Lighting Group

by Schneider Electric

Larry W. King, Capital Lighting

Judy Ziccardi, Lighting Innovation

Introducing ALAs New Staff Member

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 communications 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 copywriter/editor, freelance writer, magazine

managing editor, magazine associate
editor news , manager of communications and public relations manager/
speechwriter. Her previous employers 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 bglenn@
americanlightingassoc.com or 800-6054448, ext. 233.

www.americanlightingassoc.comwww.lightrays-digital.com

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

Page 13

2011 ALA
Membership
Directory Now
Available Digitally

Discover the Allure of Mariana.

digital version of the 2011 ALA

Membership Directory has been
posted online and is available for
ALA members use. It may be accessed at www.lightrays-digital.com/
lightrays/2011dir.
This digital directory reflects our
commitment to give members an additional 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 capability 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, associates and designers.
The directory also includes a manufacturers representative regional section,
a component and manufacturers classified index and the ALAs 2011 Action
Agenda.

TIMELESS

designs

irresistible
style

Lighting, Lamps & Mirrors

ELEGANT

details
www.marianalighting.com 1-888-514-1292

New ALA Website

Feature

he ALA website home page now

features a live RSS feed of the latest
industry news from national and international 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,

Lightray Ad-March/April'11.indd 1

Dallas

Atlanta
2/7/11 9:31:22 AM

says Larry Lauck, ALA vice president,

communications.
Members can keep abreast of daily
industry news stories appearing in newspapers, magazines, internet blogs and
more by visiting www.americanlighting
assoc.com. You will see the scrolling
industry news stories in the lower righthand corner of the home page.

www.americanlightingassoc.comwww.lightrays-digital.com

member news

Page 14

Hinkley Honors
Sales Reps
at Dallas Market

In Memoriam
Dorothy K. Feiss

inkley Lighting held its annual

national sales meeting in Dallas on
January 18 when the company announced
the accomplishments of outstanding independent sales representatives and honored
their achievements in 2010.
2010 Rep of the Year
Patrick Morris, Lismore Agencies
Eastern Regional Rep of the Year
Barry Troy, Metrolight Sales
Western Regional Rep of the Year
Warner Adam, Adam Agencies

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.

Associate of the Year

Kevin Taylor, Lismore Agencies
Technology Master
Dave Gray, Gray Electrical Sales
Rookie of the Year
Brad Krieger, BC Sales

New ALA Members

As of Feb. 1, 2011

Component
Manufacturer
LED One Incorporated
Boyd Corbett
Oklahoma City, Okla.

Designer
Cool House Systems
Sonny Pickett
Birmingham, Ala.

Gescan Electrical
Distribution
Hillary Zorn
Calgary, AB Canada

Manufacturers
Representative
Carolina Lighting Sales
Linda Ruck
Troutman, N.C.
Lighting Vision
Patrick Brockamp
Aurora, Colo.

Lindquist Lighting Sales

Jeff Lindquist
Engelwood, Colo.
R. Brown & Associates Inc.
Richard Brown
Cumming, Ga.
Strickly Lighting
Martin Strick
Wellington, Fla.

Dorothy Kalina Feiss, devoted 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 homeowner in New Rochelle and for the past
30 years in Purchase, New York.
Dorothy made an indelible impression on everyone who met her, as evidenced by the overflowing mourners at
her service on Sunday, Jan. 16, at her beloved 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 anyone who met her as the happiest, friendliest most loving
woman who always saw the
world with a positive outlook 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 greatgrandchildren. 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.

Aculux
recessed lighting

The precision instrument that hits

all the right notes
Like a finely 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 fixture alignment. And a multitude of
adjustments put light exactly where you want it.
With a stunning array of sizes, shapes and trims plus a full range
of light sources including ultra-efficient LEDs Aculux is truly the
Stradivarius of recessed luminaires.

Email: ContactUs@JunoLightingGroup.com www.junolightinggroup.com 1.800.323.5068

Shine On.

www.americanlightingassoc.comwww.lightrays-digital.com

member news

Page 15

Nevins Wins Small

Business Person
of the Year

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 businesses 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 manufacturer; were scientists first.

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.

hinkleylighting.com
life A G L O W

VISIT
OUR
NEW
SITE

Newsbriefs
Nora 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 relationships with our national distributors
and end-users, says Fred Farzan, president 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

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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 offers a high level of education and resultsdriven research and developments to
help cure juvenile diabetes. We are hoping 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 organization 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 therapies on people.

www.americanlightingassoc.comwww.lightrays-digital.com

P.O. Box 420288 Dallas, TX 75342-0288

1-800-60-light Fax: 214-698-9899
E-mail: bglenn@americanlightingassoc.com
www.americanlightingassoc.com

Route To:





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