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Annual Conference Momentum Builds
Save This Date
ALAs 2004 Conference
TUCSON, ARIZ.
Westin La Paloma
May 15-18, 2004
April-May 2004
American Lighting Association
Volume 33, No. 2
I N T H I S I S S U E
2

BiNational Ad/PR Program
3

Protability Survey
4

Conference Events
6

Regional Training Seminars
7

Online Educational Training
ALA Mission
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.
Lightrays is a publication of the
American Lighting Association
World Trade Center, Suite 10046
P.O. Box 420288
Dallas, Texas 75342-0288
1-800-60-LIGHT Fax 214-698-9899
www.americanlightingassoc.com
email: webmaster@americanlightingassoc.com
M
ore than 500 people are set to attend
the 2004 ALA Annual Conference
in Tucson, May 15-18. Anyone who
has not yet registered must do so soon.
The deadline for securing remaining
hotel rooms is April 17. Do not miss this
valuable and important opportunity to
learn about the latest industry trends,
network with peers and hear dynamic and
popular speakers.
2004 ALA keynote speakers are Doug
Lipp, former head of training, Walt Dis-
ney University; Scott Sedam, president,
TrueNorth Development, Inc.; and Mel
Kleiman, president, Humetrics, Inc.
Sunday, May 16 Doug Lipp
The Magic of Exceptional Customer
Service The Connection Between
Customer Service and Leadership
The Key Role YOU Play!
There are no magic bullets for service
excellence, yet the most successful com-
panies have owners and managers who
are able to consistently get high output
from their employees. This session takes a
hands-on approach to examine the traits
and approaches of outstanding leaders and
how they are able to maintain superior
levels of customer service.
Monday, May 17 Scott Sedam
Becoming the Supplier of Choice
Overcoming the Tyranny of
Price Competition
Based on traditional builder behavior,
suppliers might be surprised to learn that
builders want something more than price.
Among a myriad of other, more positive
drivers, the increasing negative threat of
product litigation demands that
builders pay more attention to
which suppliers they work with
and what they procure. This session will
explain how to understand what a builder
really needs.
Tuesday, May 18 Mel Kleiman
Hire Tough, Manage Easy
Business leaders and managers recog-
nize that one of the most sustainable com-
petitive edges is not good, but great people.
In short, good is no longer good enough.
This session focuses on best practices for
recruiting, selecting and retaining the best
employees.
Located in southern Arizona in a region
known as the Sonoran Desert, Tucson
is a favorite destination for thousands of
visitors each year. The Westin La Paloma
Resort & Spa is one of the regions most
popular resorts and the site of the 2004
ALA Annual Conference. For conference
information, contact Beth Bentley or
Rina Cox at 800-605-4448 or E-mail
rcox@americanlightingassoc.com. For
information about the Westin La Paloma
go to www.WestinLaPalomaResort.com.
Annual Conference Momentum Builds
Above: Mission San Xavier del Bac.
Right: Kitt Peak Observatory.
Judges Select Lighting Design
Contest Top Winners
E
ight lighting industry experts met in February
in Dallas to see how the nalists from the 2003
National Lighting Fixture Design Competition
translated their drawn designs into working pro-
totypes. The judges unanimously picked a grand-
prize winner who will receive a $10,000 cash prize.
Second-place honors will be shared three ways,
because of a tie. Winners will be announced at the
ALA Conference.
Judges based their decisions on each prototypes
potential market impact, innovation and function-
ality with emphasis on attractiveness, value and
marketability. All of the prototypes utilize fluores-
cent lamps or combinations of LEDs and fluores-
cent sources.
The competition is a project of Lighting for
Tomorrow, sponsored by ALA, the Consortium
for Energy Efficiency and U. S. Department of
Energy through its Pacific Northwest National
Laboratory. Information about the competition,
including photos of the entries, is available at
www.LightingForTomorrow.com.
Jackie Robertson, CLC, director of
showroom operations for The Hite
Company, examines one of the working
prototypes selected as a Phase II nalist
in the National Lighting Fixture Design
Competition.
Tucson offers a fascinating mix of cultures. L I G H T R A Y S
Page 2
S
ome members view it as
an annual rite of spring for
ALA. Visits to the Washington
D.C. area to meet with key
legislators and various govern-
ment agencies impacting the lighting industry is a
task that Government Aairs Committee Chair Clark
Linstone and ALA President Dick Upton see as vital
for the association and the industry.
With that in mind, the Government Affairs Com-
mittee organized a series of meetings with key U.S.
Senators, Congressmen and various government
agencies March 23-24 in Washington D.C. to ad-
dress such issues as association health plans, estate tax
repeal and the energy bill.
Committee members participated in a packed
agenda of meetings that includes stops to the Federal
Communications Commission, U.S. Chamber of Com-
merce, Consumer Product Safety Commission and
the Department of Energy. Additionally, members met
with Senators Jim Talent of Missouri, George Allen of
Virginia, John Kyl of Arizona and Congressmen Pete
Sessions and Joe Barton of Texas.
It is critical for the lighting industry to maintain a
presence in Washington. Our association has mem-
bers in all 50 states and the majority of the congres-
sional districts so it allows our voice to be heard by the
lawmakers, said ALA President Dick Upton.
Other items that will be discussed will be anti-
spam legislation and making tax cuts permanent.
BiNational Ad/PR Program
Reaches Millions
A
LAs BiNational Ad/PR Program strengthens your marketing
with targeted national and local advertising and public rela-
tions reaching more than 148 million consumers in the U.S. and
Canada. If you are already a supporter of the BiNational program,
the industry thanks you. If you want to be part of this success
story, contact Larry Lauck at 800-605-4448, ext. 27.
Make a Cool Change
With Summer Promotion
Meeting Brings Together
ENERGY STAR
®
Partners
T
he 2004 National ENERGY STAR Lighting Partner Meeting, hosted
by the U.S. Environmental Protection Agency, the U.S. Department
of Energy and Austin Energy, is set for April 26-28, in Austin, Texas. The
meeting brings together manufacturers and retailers of ENERGY STAR
qualied xtures as well as utility, state and industry partners to discuss
current trends in the lighting industry, new product oerings and collab-
orative marketing and program plans for the upcoming year.
The meeting is an excellent opportunity for ENERGY STAR partners to: Network with manufacturing and retail partners, as well as state
and regional efficiency programs sponsors (REPS) and utilities Learn effective strategies for lighting programs Gain a valuable understanding of how to incorporate ENERGY STAR
into the CFL, light fixture and ceiling fan distribution channels Learn about upcoming national campaigns.
To register or receive more information on the agenda and other
details, go to www.energystarpartners.net.
T
he 2004 ENERGY STAR® Cool Change Campaign promotes energy-
ecient ceiling fans and light kits, and teaches consumers how to
increase their comfort while reducing energy bills and saving the envi-
ronment. The campaign runs from Memorial Day to Labor Day.
ENERGY STAR ceiling fan manufacturers, utility groups and
retailers will work together to promote and sell qualified prod-
ucts. A number of utility rebates and programs are in place to en-
hance sales. For more information about related activities go to
www.energystar.gov/index.cfm?c =heat_cool.pr_hvac.
Cool Change provides a national platform for the energy efficiency
message, which is communicated through national and regional PR
outlets. ENERGY STAR manufacturing partners can provide sales
training materials including fact sheets and pocket cards, hang tags and
other marketing templates such as print ads, post cards, bill/bag stuffers,
sample Yellow Page ads and Web banners. The sales and training materi-
als are available to ALA showrooms.
For more information or to sign on to participate in the ALA/ENERGY
STAR partnership, contact ENERGY STAR at 202-862-1206.
ALAs Annual Rite of Spring
Meetings In Washington D.C.
ALA 2004 BiNational Advertising &a