"In many instances, Vari-Lite and Entertainment Technology reps are calling on the same decision-makers," says Bob Schacherl, vice-president of sales for Genlyte Controls. "By providing Vari-Lite RSMs access to the Entertainment Technology line, these lighting professionals can now work with one person for all of their lighting needs rather than having multiple points of contact. Our goal is to make it easier for the end user to do business."
Entertainment Technology's Jim Crooks and Mike Connell have been named ET sales directors. Crooks will continue to serve his US region west of the Mississippi River, while Connell maintains his responsibilities east of the Mississippi. Crooks and Connell will assist and train the Vari-Lite regional sales managers as they settle into their new roles. The additions give Entertainment Technology a true worldwide sales force.
"This plan will increase Entertainment Technology's presence within the theatrical entertainment industry," Schacherl said. "The move will clarify our routes to market and strengthen our position with theatrical dealers. Mike and Jim have done an excellent job developing Entertainment Technology to its current size. Growing market demand and an increased product line dictates that it's time to expand the size of the ET sales force. Because of the connection between ET and Vari-Lite, we are fortunate to have an experienced sales team already in place."
Silent dimming has become a recent hot topic within the entertainment and theatrical industries. Entertainment Technology has been manufacturing completely silent IGBT dimming products for more than 12 years. Its IGBT-based Intelligent Raceway distributed dimming system and its highly popular Bak Pak individual dimmer have each won industry awards and both these products, along with the company's reconfigured Capio Plus dimmer racks, Intelligent Lytemode system, dimmer strips, dimmer boxes, raceways and other dimming equipment planned for release later this year, will be available through the Vari-Lite RSMs.
(Lee Baldock)
