The Construction Source America

4 | American Lighting Association an executive committee each year with input from members and staff. In knowing what goes on in lighting homes throughout North America, the ALA is the authority on the is- sues, McGowan says. “They’re the ones who know and know because of the vertical inte- gration process.” The ALA provides benefits that help their members focus on a number of significant areas to promote their interests, including increasing their market share, developing ef- fective public relations programs to increase consumers’ awareness of lighting, and selling more products through the showroom chan- nel of distribution. They also benefit from low-cost, convenient sales and design train- ing opportunities, and encourage the con- tinuing development and proper use of safe, energy-efficient products. “There is still room for small manufac- turers who have good ideas, and it is part of the job of the ALA to make sure those good ideas reach the marketplace,” he says. “We’re not just in business for the big retailers or big manufacturers, we’re really trying to repre- sent and make sure that all of those people are at the table.” Members also reap the benefits from the ALA’s close relationship with different levels of government through their government af- fairs program that handles federal and state/ provincial governmental agencies, environ-