Hitch a Ride with the Genlyte Controls Road Show
Featuring Vari-Lite, LightolierŪ Controls, and Entertainment Technology
Published Wednesday, October 5, 2005
by Bryan Matthews

On August 15, 2005, members of the Genlyte Controls sales and marketing team took to the road. It’s the Genlyte Controls Road Show highlighting product families and integrated product solutions from Vari-Lite, Lightolier® Controls, and Entertainment Technology; partners under the Genlyte Controls division of the Genlyte Group Incorporated.

"We have three main goals for the road show," said Jeff Krebs, Lightolier Controls Architectural Systems Product Manager. "The first is to raise awareness with our customers on all our products and technologies, the second is to educate our sales force on our new products and technologies, and the third is to publicly begin to restructure our corporate image as three brands operating as one company."

The first road show event took place at Maggiano’s Little Italy in Los Angeles, CA, with over 80 lighting professionals and 17 sales representatives from the Southern California region attending the inaugural presentation and exhibition.

The Genlyte Controls Road Show consisted of a full day of training and presentations featuring five product families and installation applications, followed by a cocktail reception with a complete gourmet buffet filled with Maggiano’s finest Italian cuisine.

"By conducting a full day of training, we are able to work directly with our sales teams to increase their knowledge of the new and existing control systems on a variety of Lightolier Controls, Entertainment Technology, and Vari-Lite products," stated Gary Meshberg, Lightolier Controls Director of Marketing. "Plus, the guests of the road show are encouraged to view our complete line of new and compelling products."

The five highlighted product families of the Genlyte Controls Road Show were LYTEmode™ Architectural Lighting Control System, Marquee™ Lighting Control Consoles, IGBT Distributed Dimming, Color FX™ (an interior color-mixing downlight), and VARI*LITE® Automated Luminaires.

Through specific product installation presentations, given by product managers Jeff Krebs, Alan Keen, and David Szemborski, plus Vari-Lite/Entertainment Technology Regional Sales Manager Charlie Hulme, attendees of the road show were able to experience notable product installations and applications of the highlighted product families.

"The road show was perfect for getting out there and renewing the personal connections with those that we have been working with for years, all the while making new contacts for the future," said Hulme. "They loved the idea that we could offer a total-solution lighting and controls system unlike any other company in the market today. It is a truly unique endeavor."

Detailed product installation presentations were given on the Gaylord Texan Resort & Convention Center, the Genesee Theatre, a restaurant application utilizing Multi-Set Pro®, and VARI*LITE automated luminaires.

"The presentations allowed guests of the road show to gain the knowledge of how our product families could apply to their current and future projects," commented Alan Keen, Entertainment Technology Product Marketing Manager. "I was approached several times during the event by specifiers who were excited about all that we could offer. It was great to be able to have that face-to-face interaction."

Set up adjacent to the conference room was a fully interactive exhibit area. In the exhibit area were selected products from the five product families. The products were all running in real time, powered on site by a Capio™ Plus dimmer rack. After learning of the products’ unique everyday applications, attendees were encouraged to view the products first hand where they were able to speak directly with the product managers regarding the products’ specific applications.


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