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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.


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.”


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.”


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.”