President's Letter - May 2021 | May 2021





Although there are still restrictions and regulations in place across much of the U.S. and Canada, we are emerging from the pandemic eager to see members and begin the process of opening in-person meetings and events. With that, I want to recognize the hardships to retail business, especially in Canada, and ask that our manufacturers work closely with all their retail partners and support them as some will re-open their doors for the first time since last year.



Over the past year, the amount of time people spend in their homes has increased dramatically with more people than ever working from home. This has led to home renovations and has helped drive the importance of lighting on our lives and in our houses. These opportunities will continue and we will work hard to educate our members to take advantage of the increased focus on connected homes, home office lighting, and lighting design for better health and wellbeing.


We are looking forward to seeing everyone and reconnecting soon. This industry was built by families, which makes us unique compared to other industries. It is that family spirit that connects us and will sustain us through any challenges that still lie ahead.







We are expecting a busy Lightovation the week of June 21. With that, some of our meetings will be held in person during the show and the rest will be held virtually before and after the event. We encourage you to read the schedule below closely to ensure you have the correct information regarding your committee(s).







All in-person meetings will be held in the SMART Center, TM 4826, in spaces that allow for social distancing.


Wednesday, June 23


Manufacturer Rep Steering Committee | 7:30 - 8:30 a.m., CDT


Awards & Recognition Committee | 9:15 - 10:15 a.m., CDT


2021 Conference Committee | 9:45 - 10:45 a.m., CDT



Thursday, June 24


Marketing and PR Committee | 7:30 - 8:45 a.m., CDT



Friday, June 25

Women in Lighting Committee | 8 - 9 a.m., CDT






All virtual meetings will be held via Zoom. Links to join the meetings and calendar invitations will be sent to committee members soon.


Wednesday, June 16


Education Foundation Board of Trustees | 10 - 11 a.m., CDT


Government Engagement Committee | 11 a.m. - 12 p.m., CDT


Finance Committee | 2 - 3:30 p.m., CDT


Manufacturer Steering Committee | 4 - 5:15 p.m., CDT



Thursday, June 17


Board of Governors | 10 a.m. - 12:30 p.m., CDT



Thursday, July 1


Certification Committee | 11 a.m. - 12 p.m., CDT

Education Committee | 3 - 4 p.m., CDT



Thursday, July 15


Showroom Steering Committee | 2 - 3:15 p.m., CDT





Residential Lighting Training Course


ALA partnered with Dallas Market Center to bring our popular live Residential Lighting Training Course to Lightovation. The three-day course will be held in the seminar room in The SMART Center with limited capacity to allow for social distancing. The course will be taught by Joe Rey-Barreau, AIA, IES, and will also include showroom tours and a virtual two-hour follow-up review course with Rey-Barreau prior to the distribution of the final exam, which will be completed online.


Dates: Monday, June 21 - Wednesday, June 23

Time: 9 a.m. - 4:30 p.m.

Location: The SMART Center, TM 4826






Dallas Market Center Light Stars are eligible for a special discount on this course and extra hotel nights. Email DMC's Leigha Lugo for more information.





Social Events


Everyone is encouraged to join us for the ALA Women in Lighting Leadership Award (WILLA) presentation and networking event during Lightovation. This year's WILLA honoree is Cathy Choi of Bulbrite.


Women in Lighting Event

Date: Wednesday, June 23

Time: 6 - 7 p.m.

Location: Allegri Crystal by Kaclo, TM 4915


All Lightovation attendees under the age of 40 are also invited to attend the ALA Young Executives event, which will be hosted in the Eurofase showroom. Enjoy refreshments and reconnecting with peers.


Young Executives Event

Date: Wednesday, June 23

Time: 6 - 7 p.m.

Location: Eurofase, TM4002



Make sure to follow ALA on Facebook. We will be going LIVE to present the Women in Lighting Award on Wednesday. And again on Thursday to discuss "How to Buy a Light Bulb" with Samantha Hart of Better Homes & Gardens.





ALA Conference Survey



The ALA 2021 Conference is scheduled at the Resort at Squaw Creek in Lake Tahoe, Calif., Sept. 26 – 28. Recently, we sent out a survey to help us better understand members' comfort and interest in traveling and attending conference. We need your input and ask that, if you haven't completed the survey already, please use the appropriate link below to do so. Your input is critical to our planning and decision making.


  • For all Canadian members, click here.
  • For all U.S. members who have attended Conference in the past 5 years, click here.
  • For all U.S. members who have not attended an ALA Conference in the past 5 years, click here.




Lighting Magazine and Google Ad Campaign



The 2021 issue of Lighting magazine is now available on newsstands and in ALA showrooms across the U.S. and Canada. This year marks the ALA Consumer Marketing Program's (formerly the BiNational Advertising and PR Program) 15th year in partnership with Meredith Publishing/Better Homes & Gardens. The magazine is being heavily promoted on ALA's website, social media pages and newsletters, and is also highlighted on and View the 2021 digital issue online here.


The ALA Consumer Marketing Program recently announced they are again working with Clark Communications Group to run a Google Ad campaign across the U.S. and Canada. The campaign promotes Lighting magazine and focuses on driving consumers to ALA showrooms. In its first month, the campaign has already doubled the number of visitors to ALA's website and has brought nearly 16,000 consumers to the ALA showroom locator page. To learn more about the ALA Consumer Marketing Program, email Larry Lauck or Amy Wommack.





ALA Joins Letter to Protect Family-Owned Businesses


As President Biden looks to pay for his jobs and family plans, new sources of revenue are being considered by the tax writing committees on Capitol Hill. A proposal concerning estate taxes would essentially force family-owned business to sell in order to pay for the high cost of the proposed capital gains taxes.


As a member of the Family Business Estate Tax Coalition, ALA sent a letter to the heads of those committees to highlight our support for the continuation of stepped-up basis relating to the estate tax. The letter references a recent report from EY that illustrates the damage of such a proposal. Read the letter and the EY report.







American Lighting Association