ALA chief Larry Lauck focuses on innovative ideas | People to Watch 2023

Larry Lauck


American Lighting Association

When the ALA began its search last fall for someone to succeed the retiring Eric Jacobson as CEO, it didn’t have to look far. It made the smart choice in March to promote executive vice president Larry Lauck, who has been with the ALA for 27 years, to the top spot.

As a member of the association’s senior management, Lauck helped lead the ALA’s growth from 385 members in 1996 to the more than 1,300 corporate members it has today, the organization said. He was also instrumental in creating the ALA’s consumer marketing program, which includes a now 17-year partnership with Better Home and Gardens magazine to produce Lighting magazine. He has also spearheaded training and education for ALA members, developed the group’s website, and redesigned and improved it over the years.

In April, the ALA staff began developing a five-year strategic plan, which it submitted to the ALA Board of Governors in June for its recommendations. That month, it also brought two film crews to the Lightovation show in Dallas to showcase member expertise and highlight trends in lighting. The association also began conducting member research this summer to get feedback on all of its programs and kicked off its annual membership drive.

“Since taking on the role of ALA’s president and CEO in March, I have been focused on bringing new ideas and initiatives to the table, while adding value to membership through our existing programs,” Lauck wrote in an Op-Ed piece for Home Accents Today in June. “Whether training, public policy, marketing or conferences, ALA needs to be at the forefront of the quickly evolving lighting industry.”

With his experience and a willingness to listen to his members’ needs, Larry Lauck is the right person for the job.

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