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New Alliance to Focus on Promoting Lighting Control Benefits

Over 25 lighting control agencies have formed the Home Lighting Control Alliance to market the benefits of such systems more aggressively.

Warrenton, VA–Nearly two dozen leading companies and organizations have united to spearhead a new marketing initiative to raise the awareness, value, and benefits of lighting control systems for the home. Named the Home Lighting Control Alliance (HLCA), the group of lighting control companies, systems integrators, retailers, distributors, and industry support organizations will fund an aggressive marketing campaign targeting consumers, homebuilders, and the professional trade with a consistent message promoting home lighting control.

“Whether we are talking to builders or consumers, the Home Lighting Control Alliance has one fundamental goal: to help create an environment where the people, who decide whether to purchase and install our products, place a greater value on lighting control in the home,” said Gary Meshberg of Lightolier Controls, Acting Chair for the group. “More than ever, today’s lighting control products are affordable, reliable, simple to install and easy to use, so it is no surprise that this category is considered the next big thing.”

Meshberg went on to add, “We see tremendous potential to increase penetration, not only in the luxury custom home market, but also in moderately priced new home construction where lighting control is often overlooked. The HLCA is sending a clear message that our members recognize the valuable market growth opportunities made available by promoting lighting control in the home.”

The primary focus will be on residential applications for new construction, renovations, and quality retrofit installations. Core product areas will include dimming system types (hard wired, wireless), control keypads and interfaces as well as lighting control system integration for a room or the whole house.

The alliance’s first activity will involve creating a clear, consistent multi-level messaging platform for use throughout the Consumer Electronics and Home Automation industries. For all its target audiences, the HLCA will position itself as an online resource to obtain clear and accurate information on home lighting control. A dedicated website will feature various lighting control products and solutions, provide easy access to alliance members, showcase interesting applications and installations, and provide information on how to access builders and installers.

As of this date, committed partners in the Home Lighting Control Alliance include: CEA, CentraLite Systems, Control 4, Crestron, Echelon, EH Publishing, ETC, Exceptional Innovation, FulTech Solutions, HAI, Home Logic, Leviton, Lightolier Controls, LiteTouch, Pass & Seymour, S&S Electric, Somfy Systems, Square D, Vantage Controls, WattStopper, and Worthington Distribution.

The HLCA is also seeking support by other relevant companies and organizations interested in promoting the value and benefits of home lighting control products. Interested parties should contact Peter Hoagland on 540.349.9648 ([email protected]), or Gary Meshberg on 214.647.7927 ([email protected]).