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August 12, 2010

Masters of Landscape Lighting – Steve Middleton, Treasure Coast Landscape Lighting

 
Steve Middleton adds a compelling nighttime dimension to water features.
Steve Middleton adds a compelling nighttime dimension to water features.

Landscape Lighting is a profession that hosts a wide variety of individuals – with a wide range of talents. This fact complicates the selection of a landscape lighting designer. How does a homeowner know who’s good, who’s bad, and who’s truly exceptional? Like all complicated decisions, the best answers come from knowledge – preferably knowledge based on evidence.

With Steve Middleton (owner of Treasure Coast Landscape Lighting in Hobe Sound, FL), the evidence of his exceptional work can be seen every night along the sleepy roads of Florida’s Treasure Coast.  Because of Steve, countless homes shine as though the walls themselves are glowing; tropical vegetation emerges from the darkness as though the moon itself had been captured and put to the task. But the most compelling evidence is found on the faces of Steve’s customers – expressions that range from gratitude, to delight, to serenity, to pride. Clearly, the evidence of Steve Middleton’s skill is overwhelming.

What sets Treasure Coast Landscape Lighting above their many competitors in the region?  The reasons are set out in the company’s website (Treasure Coast Landscape Lighting). Primary among them, is Steve’s absolute expertise in tropical vegetation and its illumination. He is widely recognized as the nations leading expert on the subject, and was featured in an article on the topic (Palm Lighting Particulars) in Landscape Contractor National.

Landscape lighting creates nighttime depth and mystery through the juxtaposition of illuminated architectural and plant elements.

Landscape lighting creates nighttime depth and mystery through the juxtaposition of illuminated architectural and plant elements.

Some may wonder, “What’s there to know; you put a light in the ground and shine it onto a tree?” The truth is much more complex and involves three main factors:

  1. Understanding how lighting fixtures coexist with plant systems
  2. Understanding how illumination affects the visual appearance of various types of plant materials
  3. Understanding how lighting fixtures are affected by environmental factors

The first point is not even considered by the great majority of lighting installers. Tropical vegetation (especially palm trees) have the fastest and most aggressive root systems of any plant type in the world. A lighting fixture staked in the ground at the base of a palm tree will, in a few months, become completely entrapped by the roots. This will not only immobilize the lighting fixture (note: fixture locations need to be adjusted as the tree grows), the roots may also grab the wire and pull it away from the light socket. Many Floridian properties are littered with lighting fixtures that have been destroyed in this way.

Years ago, Steve recognized this problem and devised ways to insert lighting fixtures and their wires so roots would not entangle them. He also learned how the various types of palms differ in their root growth, and applies specific techniques appropriate to each specific tree.

To appreciate the second point, one needs to understand the dynamic nature of light. Depending on the angle of illumination, its brightness, its beam spread, determines how a surface appears. As children, we all shone flshlights from under our chins to create a monstrous appearance. In the same way, illuminated trees and structures can look garish or charming, scary or welcoming, unsightly or beautiful – it all depends on the hard-earned talent of a lighting designer like Steve Middleton.

Finally, many underestimate the extremely aggressive nature of the Florida environment, and its affect on outdoor lighting fixtures. Only the most corrosion-resistant materials can withstand coastal regions. That’s why Steve Middleton primarily uses CAST Lighting fixtures (composed of solid bronze), CAST No-Ox Marine-Grade Landscape Lighting Wire (tin-coated), and CAST stainless steel low voltage transformers.

Steve Middleton, of Treasure Coast Landscape Lighting, can be contacted at (561) 222-1077 or by email.

Filed under: Featured Outdoor Lighting Projects, Landscape Lighting Business, Landscape Lighting Design — Tags: , , — admin @ 10:29 am

June 23, 2010

Low Prices for Landscape Lighting?

Landscape lights with coated finishes tend to chip and peel.

Landscape lights with coated finishes tend to chip and peel.

No problem

Just do a Google search for landscape lighting. You’ll find lighting fixtures that cost less than a movie, less than a haircut, less than a meal at McDonalds.

Unfortunately, just like these other consumables, low price lights are purchased then quickly lose their value. Bright and shiny when you buy them, in a few months they are broken, bent, chipped, and may not work at all. Maybe you’ll spend a few more dollars for “premium” fixtures – these may last a full year. In the end, all that remains are bad memories. You might as well have spent the money on a good movie.

Even the Pro’s are Seduced by Low Prices

You would think a landscape lighting professional would be smart enough to avoid throw-away lights. Sadly, many fail to realize that their reputation depends upon the value they deliver. Landscape Lighting Design is an awesome craft that takes years to master and the results are breath-taking – even life-changing – for the homeowner. When a professional designer uses cheap lights, it is not only bad for business; it does the homeowner a huge disservice.

Low cost lights often have flimsy stems that bend and break.

Low cost lights often have flimsy stems that bend and break.

Mistakes Some Landscape Lighting Professionals Make:

  • They spend way too much time trying to save a few dollars on lights, instead of selecting a high-quality brand and sticking to it. Many do this by selecting discount online retailers that offer nothing but low prices and mediocre quality.
  • They are not suspicious when confronted by the oxymoron, “High Quality – Low Price”. They forget that “You get what you pay for” is, and always will be, true.
  • They think they can only succeed if they offer their service at the lowest possible price – lower than everyone else. They will use cheap materials, take shortcuts, and do anything to bring the price down.
  • They fail to see value in their work, their craftsmanship, their experience; and consequently devalue their service to the point where they make little or no money on jobs – a downward spiral that forces them to compromise on the products they sell and the service they deliver.
  • They fail to see that the success of their business depends on their reputations. If their businesses are associated with low quality lights, then their reputation reflects that.
  • They waste time trying to sell professional systems to homeowners who can’t afford (or appreciate) a quality lighting design.
Poorly designed lights may have exposed filaments (light bombs) that hurt the eyes. CAST Lights have fully concealed lamps with no direct glare.

Poorly designed lights may have exposed filaments (light bombs) that hurt the eyes. CAST Lights have fully concealed lamps with no direct glare.

Mistakes Some Homeowners Make:

  • They hire professionals who make the above mistakes.
  • They fail to recognize how a professionally designed lighting system beautifies their property, makes it safer, more secure, and enables them to enjoy their nighttime activities.
  • They underestimate the skill, experience, and artistry required to produce an exceptional lighting design. They spend way too much time in Home Depot browsing through the outdoor lighting section.
  • When evaluating bids for landscape lighting, they focus too much on price, and not enough on other values like training, experience, product quality and professionalism.
  • They are offended when the landscape lighting professional refuses to budge on price.
  • After they get bids on projects, they rush to the Internet to look for product prices to see if they are getting ripped off. They don’t know that the best lighting brands (like CAST Lighting) can’t be purchased through the Internet.
  • They try to do it themselves.
Professionally designed and installed CAST Lighting. These fixtures will never break, bend, chip, or peel - lifetime warranty.

Professionally designed and installed CAST Lighting. These fixtures will never break, bend, chip, or peel - lifetime warranty.

How to Do It Right

Homeowners should find a fully trained, experienced, landscape lighting professional who uses only the highest quality products. They should not try to do it themselves (not if they want a lighting system that will perform for years in the future).

Landscape lighting professionals should select a high-quality brand and stick to it. They should also work on increasing the value of their businesses, build their reputations, and set prices that truly reflect those values.

What CAST Lighting Offers

CAST Lighting manufacturers solid bronze outdoor lighting fixtures that carry a lifetime warranty. We also offer low voltage transformers, tin-coated marine-grade wire and other lighting system components. To ensure that our products are installed correctly, we offer extensive training programs and certification. Homeowners can get CAST-Certified Designer referrals from their local CAST distributors.

Filed under: Landscape Lighting Business, Landscape Lighting Design, Landscape Lighting Installation Tips & Tricks, Outdoor Lighting Products — Tags: , , , , — admin @ 1:59 pm

March 24, 2010

Search Engine Strategies for Landscape Lighting Websites

Search Engine Strategies NY 2010

Search Engine Strategies NY 2010

For the past few days I’ve been among an enthusiastic crowd at the Search Engine Strategies NY trade show. The show is overflowing with geeks, gurus and folks like myself  (struggling to catch up with the technology).

I’m blogging about it here because so many in our landscape landscape lighting industry are limping along with mediocre websites and worse-than-mediocre online marketing plans. Here are a few salient points coming from the web wizards themselves.

  1. Having an excellent website (both in design and content) is so obvious that even the experts don’t  mention it anymore. If your business still puts forth an ugly online face, quick, hire a good web design company and stop losing money! Also read “What Google Loves to See in an Outdoor Lighting Website.
  2. For the first time in history, Google reports that decision makers are basing their decisions primarily on web research (about 75%), more than from personal referrals (about 65%).
  3. Since the recession, more and more potential customers are starting their search for services on the web. They usually do this in stages, over several days or weeks. They’ll do an initial search and visit the sites of a number of competitors. Then, they’ll return to the company’s site they prefer and dig around a little; they’re looking for prices (or at least some comments on price); and they’re looking for information that might inspire trust.
  4. About 80% of these potential customers don’t go past the first page of search results.
  5. Men tend to quickly click on the top sponsored (pay-per-click) links; women tend to read through many of the links before clicking on one.
  6. Companies that show up in the sponsored link areas get far more hits than the ones appearing in the body (organic area) of the links.
  7. Experts say that if your company wants to capture a good proportion of the leads, you need to invest money in SEO (search engine optimization) and SEM (search engine marketing). SEO helps you get to page one of the organic (non-paid) links; SEM gets you into the paid links. They recommend you invest about 30% for SEO and 70% for SEM.
  8. We all balk at having to pay for search listings but such is the new reality of business. The good thing about pay-per-click links is that you can easily measure the results. With Google Adwords, they provide you with the exact number of views, clicks, and something called ‘conversions’.
  9. A conversion is when someone clicks into a certain page on your website and fills out a form or gets your contact info or downloads something. You make a calculation and decide how much this contact is worth. Then you attach that number to the conversion. Google keeps track of this value and let’s you know whether or not your pay-per-click program is making money (positive return on investment (ROI)). You can change your listing (ad), try different keywords, target locations, times of day, and many other variables to tweak the results. Google guides you through this process, so it’s not as hard as it sounds (but you still might want professional help).
  10. I resisted this kind of investment (time, energy, money) for a long time, so I understand if you’re reluctant to dive in. If you’re like most successful companies, you will cut back on print marketing and invest in this new online world.

More on this later. Feel free to contact me for advice. Steve Parrott, CAST Lighting.

Filed under: Landscape Lighting Business — Tags: — admin @ 10:03 pm

October 14, 2009

Masters of Landscape Lighting – Michael Gotowala, Preferred Properties

Landscape Lighting, a specific type of outdoor lighting using low voltage lighting fixtures, is both an art and a science. It is a profession born out of the marriage between lighting design and landscape design. For this reason, many of the most talented landscape lighting designers are also landscape professionals. Such is the case with Michael Gotowala, President of Preferred Properties Landscaping and Masonry (based in Cheshire, CT). We feature Michael here (our first installment in a series) because his lighting talent is so exceptional.

CAST Landscape lighting with Michael Gotowala of Preferred Properties Landscaping and Masonry.

CAST Landscape lighting with Michael Gotowala of Preferred Properties Landscaping and Masonry.

While Michael’s company offers a full range of residential design build, landscaping, nursery, and masonry services; landscape lighting is Michael’s most consuming passion. His extensive knowledge of plants and landscape design enables him to see the beauty inherent in the landscape and to visualize how this beauty is best revealed in nighttime illumination. While many landscape lighting installers place lights in obvious locations, Michael excels at finding optimal (often hidden) locations for lights. In this way, he builds lighting designs that are both subtle and dramatic – designs that call attention to the illuminated objects and not the illumination itself.

Perhaps the best way to illustrate Michael’s talent is to examine one of his projects in detail (see photo). This upscale Connecticut home features a colonial-style wrap-around porch with square columns and a gently curving stone walkway to the entrance. This project is an excellent example of masterful landscape lighting. It was featured in several trade magazines and won Michael an Award of Distinction from the Association of Outdoor Lighting Professionals (AOLP).

The first impression of the lighting design is the illumination of the columns. This architectural feature should always be illuminated. Columns are dynamic elements in architecture, they take take the eye in a vertical direction, giving an impression of a structure that is both lifted and supported. They also take the eye horizontally emphasizing the breadth and symmetry of the structure. The illumination is therefore critical. You will notice that Michael took care to light all columns evenly from top to bottom and to ensure that all columns are equally bright (note: it was not possible to light the right-hand column because of the intrusive shrub). The fixtures used to light the columns are CAST Solid Bronze MR-16 Bullets.

The interior of the porch shows an even illumination due to two light sources – ceiling fixtures (set at low levels) and light reflecting off the underside of the eaves (from the column lighting). This reflected light also illuminates the planting bed adjacent to the porch. The use of reflected light from eaves, sidings and trees is often employed to provide a very subtle low-level illumination to reveal areas that would otherwise be in shadow.

The next important element in the lighting design is the path leading from the driveway. This is a feature that needs to be illuminated primarily for safety and secondarily for beauty. To ensure safe passage, the steps need to have a fairly uniform illumination with special attention given to revealing changes in elevation. It is also important that the lighting fixtures not exhibit direct glare (shining into the viewers eyes). All these needs were accomplished by Michael’s use of CAST Solid Bronze Savannah Path Lights.

Another important element of any lighting design is cohesion. This refers to an illuminated scene where the various illuminated elements are tied together in a way that looks visually complete and pleasing. Michael accomplished excellent cohesion in this project by selectively illuminating various plants and trees on the property. If he had not done this, these areas would have been in complete darkness – such darkness distorts the impression of the property, exaggerates the impact of areas that are illuminated, and compromises security of the premises. There is a delicate balance between employing too much light (starts to resemble daylight) and using too little light (creates a dark mood); Michael achieves this balance through the careful placement and direction  of CAST Solid Bronze MR-16 Bullets to illuminate the plant material. 

To conclude, Michael Gotowala is a landscape lighting designer who creates exceptional illumination by drawing upon his knowledge of the art and science of both landscape and lighting design.

Visit the Preferred Properties Landscaping and Masonry website.

Learn more about Landscape Lighting Design.

Filed under: Featured Outdoor Lighting Projects, Landscape Lighting Design, Landscape Lighting Installation Tips & Tricks, Outdoor Lighting Products — Tags: , , , — admin @ 11:12 am

October 5, 2009

What Google Loves to See in an Outdoor Lighting Website

Google Business (Map) results for 'Landscape Lighting Springfield MA'. Note that Illumascape, an exceptional CAST Installer is #1!

Google Business (Map) results for 'Landscape Lighting Springfield MA'. Note that Illumascape, an exceptional CAST Installer is #1!

If you have a lighting business, whether it be outdoor lighting, landscape lighting, lighting design or even if lighting is just one of your many services, you need to have a website that communicates the value of what you offer. Having such a website, however, will not drive new customers to your business unless people find it quickly and easily. To do that, you need to impress Google. In a sense, Google is your most important customer – they will provide you with more referrals than any of your other clients. You must convince Google that your company has value.

CAST Lighting works closely with Search Engine Optimization (SEO) experts to learn how to best design and market websites to the lighting industry. The CAST Lighting website ranks very high in Google, and we work with CAST-trained contractors and architects to advise them on getting their sites up in the rankings as well.

Google’s primary goal is to connect individuals with websites (and companies) that closely match what they seek. Google determines this using a complex (and secret) algorithm that includes over 200 factors that analyze the design, content, and history of a website, as well as such factors as popularity and linking from other sites to yours.

While much of this seems daunting (even unfair) to the small business with a simple website, Google actually offers help to the enterprising business person in many ways - most of them free!  Here are some very effective (free)steps to get your website higher in the Google rankings.

  1. Google Local Business Center.This free listing service can immediately bring your business to the top of page one in Google. If a customer searches for ‘Landscape Lighting Boston’, and your business is in the region, then your business is displayed. Clicking onto your business name opens more information about your business including a link to your website. You can even post a coupon for your services for free. Another little known fact is that Google monitors a person’s browsing history and may know where you live. A person living near Springfield, MA can enter “Landscape Lighting” in their browser and see the same local listing.
    To sign up for this free service, go to the Google Local Business Center. 
  2. Images and Videos. For many common search terms, Google will display ‘Image Results’ and/or ‘Video Results’. These results always appear on page one and may also be tied in with the user’s locality. To make best use of this service, be sure to attach ‘Alt text’ to every image and video. The ‘alt text’ should contain regional names, such as “Illumiscape landscape lighting in Springfield, MA”. ‘Alt text’ is entered manually when you upload an image to your website.
  3. Google Webmaster Tools. While this Google service is primarily aimed at web designers to help them improve rankings for their sites, business owners can sign up for the free service and get a good reality check on how well their site is doing according to Google. These tools help you to select relevent keywords, find out how people are finding (or not finding) your site, track links from other sites to yours, and diagnose possible problems with your content. 
    Go to Google Webmaster Central.

For the full range of free and paid business services offered by Google, go to “Google Business Solutions“.

To address how lighting companies need to specifically fine tune their search engine strategy, the following should be considered:

  1. The most relevant and popular search terms for a landscape lighting business are, in order of popularity: Outdoor lighting, landscape lighting, garden lighting, low voltage lighting. All of these terms should appear in the text of your site. Note that headlines (H1 code) are weighted more heavily than normal text. Bolded text may weigh more heavily than non-bolded (but don’t overdo it).
  2. Most homeowners include their locality when searching for landscape lighting, include these locality names in the content of your site. Always put your physical address in the footer of every page. Include towns, cities, counties, and states that you service (but don’t go wild with this – you may be penalized for very long lists of localities).
  3. Use important keywords often in the content of your site but not more than 4 to 5 times per page.
  4. Use the names of manufacturers in the text of your site and include their logos and links back to their sites. Many homeowners search with the manufacturer’s name. CAST Lighting provides the CAST Logos and other images to all businesses who install or specify our products. Learn how to obtain CAST Landscape Lighting Images.

Feel free to contact Steve Parrott (973.423.2303 or stevep@cast-lighting.com) for questions about this topic.

Filed under: Landscape Lighting Business — Tags: , — admin @ 10:43 am

October 2, 2009

Green Energy and CAST Lighting

“Going Green” is a phrase we hear often – from governmental agencies, businesses, and individuals. We hear it so often that one wonders whether or not we should add green to our red, white, and blue colors.”

CAST Lighting low voltage lights used on the grounds of Ritz-Carlton Hotel.

CAST Lighting low voltage lights used on the grounds of Ritz-Carlton Hotel.

Of course, the green movement is real and important. It expresses a long-overdue awareness of energy conservation and environmental protection. And, it is more than just words, it is a cascading sequence of meaningful actions backed by personal commitment and regulatory enforcement.

In the realm of lighting, the green movement focuses on lighting that is energy efficient and focused. By focused, we mean that light is directed only where it is needed, for only as long as it is needed, and with appropriate levels of brightness. To accomplish these goals, we need to consider luminaire design, lamp type, lighting controls and other system factors. Also, since sustainability and the use of renewable resources are important, we consider materials used in the construction of lighting system components.

CAST Lighting LLC., from its inception, established rigorous ‘green’ standards for its luminaires, lamps, power supplies and other system components. Installation methods were also developed with the same intent. These standards embrace the following criteria: (These points are further discussed in the whitepaper, “Green Energy and CAST Lighting“.)

  • Adherence to energy efficient low voltage (12-volt) lighting.
  • Selection of lamps with highest possible lumen efficacy (lumens/watts).
  • Selection of lamps with longest possible life.
  • Luminaire design to maximize luminaire efficiency (‘emitted lumens’ / ‘lamp lumens’).
  • Luminaire design to minimize light trespass and light pollution.
  • Selection of materials in the construction of luminaires for maximum useful life and resistance to corrosion.
  • Selection of materials in the construction of landscape lighting wire to maximize resistance to corrosion and maintenance of conductivity.
  • Selection of highly energy efficient toroidal landscape lighting transformers.
  • Establishment of landscape lighting installation methods that maximize energy efficiency of the lighting system and preserve this efficiency for an extended time.

CAST Lighting has issued a white paper explaining how its products and systems fit into the Green Energy Movement. Specific programs and organizations, such as LEED, Energy Efficiency and Conservation Block Grant Progam, and International Dark Sky Association are discussed. For each group, information is provided about how CAST Lighting products fit into the associated regulations and guidelines.

Read the white paper, “Green Energy and CAST Lighting.”

Filed under: Commercial Outdoor Lighting, Outdoor Lighting Products — Tags: , , , — admin @ 9:58 am

September 28, 2009

Renowned British Lighting Designer Relocates to Florida

Oval Road Tunnel - a BPA lighting projectBrendan Pollard of BPA Lighting in London visited Florida and was so inspired by the architecture and landscape, that he decided to relocate his lighting business to Fort Lauderdale, FL. Much of Pollard’s past work was in the commercial sector, lighting churches, bridges, tunnels and industrial landscapes. His primary focus in Florida will be with residential landscape lighting.

Explaining his shift of focus, Pollard said, “Upon my first visit to Florida several years ago, I fell in love with the uniquely Floridian architecture – a blend of Spanish, Latin-American, and modern styles. At the same time, I was shocked at the preponderance of bad lighting. In a culture where residents spend so many nighttime hours relaxing under the stars, you would think they would want their lighting to appear natural and to better set a romantic mood.”

Pollard clarifies the types of clients he wants to serve, “Just because I come to this country with a wealth of experience doesn’t mean that I only work with the wealthy. Every home is a castle and every business offers value; I am open to projects of any size and scope. My greatest rewards come from seeing the faces of my satisfied clients. For this reason, I keep my rates competitive for the market.”

When setting up his new business, Pollard contacted CAST Lighting because he wanted to exclusively use landscape lighting products that were rugged and durable as well as high-performing. Pollard explains, “My landscape lighting requires fixtures that will endure the harsh tropical climate as well as give me the professional tools to achieve high quality lighting designs.”

Filed under: Commercial Outdoor Lighting, Landscape Lighting Design — Tags: , , — admin @ 4:26 pm

New CAST Lighting Bronze Foundry in Full Operation

CAST Lighting foundry - pouring bronze into sand molds for landscape lighting fixtures

CAST Lighting foundry - pouring bronze into sand molds for landscape lighting fixtures

CAST Lighting, manufacturer of the world’s most rugged and durable landscape lighting products, announced today that their new bronze foundry is in full operation.

The foundry, located in Barranquilla, Columbia, is a state-of-the-art facility that combines high-tech induction furnaces and semi-automated assembly lines with workers trained in the fine art of bronze sand-casting. 
The opening of the new foundry coincides with the closing of CAST’s former foundry in Venezuela. With more than 4 times the capacity of the previous facility, this new foundry greatly expands production capacity.

David Beausoleil, President and Founder of CAST Lighting, remarked, “It was a significant challenge shifting operations over to the new foundry in the midst of the economic downturn. While many lighting manufacturers wear gearing down, we were gearing up, increasing our production capacity and decreasing our product time-to-market. The new foundry was essential for us to meet growing demands for our landscape lighting products.”

CAST Lighting’s commitment to manufacturing their own products differs from their competitors who largely outsource landscape lighting production to the Asian market. These companies often lose control of quality and face a price war among copycat Asian manufacturers.

Beausoleil explains, “From the start, we decided to manufacture our lighting fixturesout of solid sand-cast bronze, a metal nearly impervious to corrosion. This was no small task since the process of sand-casting is so dificult and labor-intensive. The materials are also very expensive. The only way we could make it work was to build and operate our own foundries, train our own workers and hire the best engineers to monitor the work. No one has duplicated our efforts and no other lighting manufacturer can offer such high quality at such a reasonable price.”

Filed under: Commercial Outdoor Lighting, Outdoor Lighting Products — Tags: , , , — admin @ 2:08 pm