Professional Documents
Culture Documents
2
ALA Announces
New Education
Initiatives
www.americanlightingassoc.com
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
Lighting2011
2011
80 Lighting
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
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
Clear, Inside Frost and Soft White General Service Incandescent Lamps
Current
Wattage
Rated Lumen
Ranges
New Max
Wattage
California
Effective Dates
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
Minimum LPW
Lamp Type
Diameter
> 2.5 inches
(PAR30, PAR38, BR30 &
ER30, BR40 & ER40)
40W-205W
Standard
Spectrum
2.5 inches
(R20 & PAR20)
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
40W-205W
Modified
Spectrum
Voltage
125
(130V)
< 125
(120V)
125
(130V)
< 125
(120V)
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.
D E S I G N
M U R R A Y
FEISS
EXCELLENCE
IHFC C210
FAMILY INTRODUCTIONS
APRIL 2011
MARKET
10076ESL/BK
10088CGZ/ORB
ALIRA
AMAYA
ARMAND
CHRISTOFF
DIMITRI
EDESSA
ING TO
LL
O
BEST
IL
SPR
IN
APR
New2 0 1 1
GRANDEUR
INDEPENDENTS
JACKSON
LYRIC
MARCO
THEODORE
ING
BOO
YOUR H
DS
POINT
HIGH
MURRAY FEISS
125 Rose Feiss Boulevard
Bronx, New York 10454
1-800-969-FEIS (3347)
Email: sales@feiss.com
feiss.com
SHOWROOMS: HIGH POINT DALLAS
feiss.com
Generation Brands
10089BN/NS
10074ASL/MNO
www.americanlightingassoc.comwww.lightrays-digital.com
government affairs
Page 3
ALA Canadian
Task Force Formed
www.americanlightingassoc.comwww.lightrays-digital.com
Showroom Management
Passion Lighting
Uses Groupon
to Attract New
Customers
Page 4
Your Logo
y o ur o wn Li g ht i ng
Shopping Cart Ready-to-go
Connect with the remodeling industry
via our builder/designer access
O pen
up a s ales do o r t o yo ur ex is t in g
bus in es s by g o in g o n lin e
C o m plet e
Fix t ure M an ag em en t
We
Call 866.674.3332
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
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
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
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?
Page 6
Education Initiatives
Continued from Page 1
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)
www.americanlightingassoc.comwww.lightrays-digital.com
e d u c at i o n / t r a i n i n g
Page 7
Ferguson
Meghan Butrico
Kelly Capkovic
Jennifer Leo
Christine Miller
Pamela Newman
Emily Stewart
Lighting Magazine
Dimmable
CFLs
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
3682053j_Lr_cflled_3&4.11.indd 1
2/1/11 3:31:21 PM
Lamps
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vendaep erectet as molora ipsanti omnimil lignam,
cum ut ratatestis sequam, excescipsam esequun
ditionsenis ature modi aut ullese sit haribernam
harchicat qui cus verspitatem everit id ex eum cum
arcientus nam nis et eos volupta tiorem
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112
Lighting 2011
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Lighting 2011
113
www.americanlightingassoc.comwww.lightrays-digital.com
Technology/Energy Efficiency
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
www.americanlightingassoc.comwww.lightrays-digital.com
Technology/Energy Efficiency
Page 9
Lightrays Ad_June2011.ai 1 2/8/2011 8:45:27 AM
CM
MY
CMY
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
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
Congratulations, Winners!
Conference Schedule
Times and events are subject to change.
Sunday, Sept. 11
7:30 a.m. 8:45 a.m.
8 a.m. 7 p.m.
Registration Open
1 p.m. 5 p.m.
Noon 6 p.m.
Golf Tournament
7 a.m. 5 p.m.
Registration Open
10 a.m. Noon
Seminars
11 a.m. 1 p.m.
Spouse/Guest Event
Business Lunch
Seminars
5 p.m. 6 p.m.
Registration Open
Breakfast/General Session
Seminars
Manufacturers Exhibits/Lunch
Seminars
Reception
7:30 p.m.
Annual Banquet
Conference Sponsors
As of Feb. 8, 2011
www.americanlightingassoc.comwww.lightrays-digital.com
January Market
Page 11
Chandeliers
Mini-Pendants
Outdoor
Recessed
Long-life Lamps
Warm White
Dimmable
Cool Operation
Environmentally-Friendly
w w w.progresslighting.com
Step/Wall Lights
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
Lighting Fixtures
Green Manufacturer
www.americanlightingassoc.comwww.lightrays-digital.com
A s s o c i at i o n n e w s
Page 12
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
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-
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
TIMELESS
designs
irresistible
style
ELEGANT
details
www.marianalighting.com 1-888-514-1292
Lightray Ad-March/April'11.indd 1
Dallas
Atlanta
2/7/11 9:31:22 AM
www.americanlightingassoc.comwww.lightrays-digital.com
member news
Page 14
Hinkley Honors
Sales Reps
at Dallas Market
In Memoriam
Dorothy K. Feiss
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.
Aculux
recessed lighting
Shine On.
www.americanlightingassoc.comwww.lightrays-digital.com
member news
Page 15
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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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