Page 8 - enLIGHTenment Magazine - October 2017
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enLIGHTenment | Editor’snote




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ACE H. ROSENSTEIN
All Aboard the Learning Curve
Group Publisher


LINDA LONGO
W
hether it was my recent experience as a judge for the 
Editorial Director
linda@bravobusinessmedia.com
annual Lighting for Tomorrow Awards or by serving as a 
panelist for an educational session on the Connected
MARK OKUN
Business Contributor
Home during last month’s ALA Conference, it’s become clear to 
mark@bravobusinessmedia.com
me that the industry is comprised of people at all phases of the 
KELLY PEROTTI
learning process when it comes to LED  xtures and “smart” con- 
Sta  Editor
trol systems.
kelly@bravobusinessmedia.com
At the Lighting for Tomorrow competition, there were manufac- 
Contributing Writers
turers who pushed the LED envelope when it came to brightness and control. Part of the 
Cindy Foster Warthen, Mike Brannon, 
Marilyn Nason, Stef Schwalb
competition’s criteria was for the products to be market-ready in consumer acceptance. 
Perhaps that is why there weren’t as many aesthetically ground-breaking submissions for 

SIMONE TIEBER
the North American audience as I know there are in the international marketplace. It is my 
Creative Director
observation that European consumers in particular are more comfortable with, let’s call it 

simone@bravobusinessmedia.com
“avant-garde Contemporary” looks, followed by Scandinavia, Australia, and the U.K. The 
JASON LOWSY
reason I bring this up is because the very nature of LEDs – their small size and very di er- 
Production Manager
ent capabilities from incandescent – allow designers to truly break new ground by creating 
jason@bravobusinessmedia.com
lighting  xtures and lamps that may look nothing like what they’ve looked like for the past 
ANDREA CARROZ
100+ years. We – as consumers worldwide – have to get comfortable with lighting  xtures 
Designer
and portable lamps that may look “strange” to us and become accustomed to seeing the
LILLIAN ANDERSON
Publication Coordinator
e ects of light in our surroundings coming from almost invisible  xtures.
lillian@bravobusinessmedia.com
At the ALA Conference last month, I spoke with members who were rapidly converting 

their showrooms into LED experience centers as well as many who were just sticking a 
toe in the LED lighting waters beyond o ering replacement bulbs for retro t. The learning 
ED KOEHLER
Advertising Sales Director
curve for LED lighting and smart controls is populated with industry professionals who 
ekoehler@bravobusinessmedia.com
are at various stages of acceptance and practice. The mantra at the ALA Conference was:
JEFF DOCTOROW
“Get on board or get le  behind.”
Advertising Sales
Naturally changing out all of your  xtures in your showroom to LED-powered ones is too
je @bravobusinessmedia.com
drastic of a change to do overnight; however, the time is right to begin a gradual conversion 
DEBBIE SCHWARTZ
and to start educating and preparing your customers for what is coming in the immedi- 
Advertising Sales
debbie@bravobusinessmedia.com
ate future. Even if you have a highly traditional and conservative base, it is important to 
introduce these technologies – albeit slowly – to your customers. If you don’t, they will go 
MARY VALLE
Advertising Sales
elsewhere to learn about them. I do not want to see the residential lighting industry lose 
mary@bravobusinessmedia.com
this potential for a lion’s share of the market to electronics stores and other tech busi- 

ALLISON SANKA
nesses. Trust me, there is no stopping progress, and no turning back.
Sales/Marketing Operations

allison@bravobusinessmedia.com


EDWARD FREBOWITZ
Digital Editor

ed@bravobusinessmedia.com
AMY CHAPLIN
enLIGHTenment 
Web Designer
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6 enLIGHTenment Magazine | october 2017


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