About | American Lighting Association

About American Lighting Association (ALA)

The American Lighting Association is a trade association representing the residential lighting and ceiling fan industries in the United States and Canada. Its membership includes leading lighting and fan manufacturers, showrooms (retailers), manufacturers representatives and designers. The association is led by a Board of Governors.  The 2016 Chair is Michael Estrin, CLMR, owner of Estrin Sales Agency, and the Chair-elect is Larry King, LS, president and owner of Capital Lighting



The association's objectives are organized into three categories — public affairs, education and organizational affairs — and are updated every year in the association’s Action Agenda.

Public Affairs

  • Strengthen the BiNational Advertising/Public Relation program to imporve consumers' and interior designers' awareness of lighting, controls and ceiling fans
  • Promote the value of the showroom distribution channel to consumers and interior designers
  • Effectively communicate the ALA’s public relations and BiNational Program activities to the membership and public
  • Maintain full involvement in U.S. and Canadian regulatory standards, code development and legislation involving lighting and ceiling fans
  • Remain alert and responsive to technical issues impacting the lighting industry
  • Fight for industry interestsFree Magazine
  • Support the proper application of good lighting solutions with energy-efficient products
  • Participate in the development of lighting safety and performance standards and promote lighting safety
  • Provide timely technical reports and updates to ALA members
Government Affairs:
  • Utilize the VP of Government Affairs to manage and direct ALA's growing government affairs activities
  • Focus ALA's proactive legislative agenda on lighting and small business issues
  • Interface effectively with the legislative and executive branches to:
    • Protect and advance industry and consumer interests
    • Represent industry interests on mandated energy standards for lighting, ceiling fans and controls in the U.S. and Canada
  • Work productively with government agencies in the U.S. and Canada
  • Be alert to state/provincial issues and work to gain member grass roots involvement
  • Lobby through alliances
  • Provide timely updates to ALA members
  • Develop and provide members with training and certification opportunities
  • Partner with members to improve and expand their businesses with new concepts and cutting-edge technical lighting training courses
  • Offer meaningful and cost-effective ALA training opportunities to companies
  • Continue to revise training materials to keep them current with developing technologies, and create training programs that meet members' needs
  • Address technical lighting training, general sales and business skills, and specialized sale of decorative and energy-efficient lighting
  •  Expand the ALA Charitable Fund program for the benefit of the lighting industry
  • Promote ALA certified accredited lighting professionals in all membership categories as a valuable tool for the consumer
  • Increase the number of members attending a lighting certification designation


  • Offer networking opportunities through small groups to help members improve sales and their business operations
Annual Conference:
  • Conduct a high-energy, high-powered conference that provides meaningful learning and networking opportunities that address industry and business issues

Organizational Affairs

Association Growth:
  • Keep ALA energized through membership growth
  • Explore feasibility of adding additional member categories
 Member Services:
  • Continue to develop and provide services of bottom-line value
  • Supply industry research that provides members with accurate data on which to base their decisions
  • Encourage and expand the diversity of members’ involvement and young executives participating in the association
  • Promote the approved ALA Data Standard for the lighting industry to use in exchanging item data information
  • Research enhancing the ALA Data Standard due to advances in LED technology
Press Releases

Board of Governors



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