Shining the Spotlight on Fixtures: Showcasing Showrooms to Increase Market Penetration of ENERGY STAR® Light Fixtures

Brooke Marshall, Brian Simmons, and Paul Williamson, Ecos Consulting

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Abstract

This paper examines the efforts undertaken by the Northwest Energy Efficiency Alliance (Alliance), in conjunction with national and regional utility activities, to continue efficient lighting market transformation by engaging lighting showrooms in the stocking, promotion, and sale of ENERGY STAR® qualified light fixtures. Lighting showrooms were identified as a key market actor in the effort to continue penetration of energy-efficient lighting fixtures and to lay the groundwork for future Northwest plans to create an ENERGY STAR homes program. To date, lighting showrooms have met efficient fluorescent light fixtures with skepticism and reservation. This paper will detail efforts undertaken by the Alliance to leverage activities initiated by the EPA ENERGY STAR Fixture Program to engage key regional lighting showrooms in the ENERGY STAR Partner Program.

Both the EPA and the Alliance selected Seattle Lighting, with its broad geographic coverage of the Pacific Northwest, as a key target lighting showroom for their initiative. This paper will describe the coordinated effort undertaken by both organizations, focusing on Alliance and regional utility activities over the past couple of years that resulted in a successful promotion launched in October 2003. This paper will also describe other elements essential to the success of the promotion: the commitments made by regional utilities, and the relationship needed between the manufacturer and lighting showroom. Success was achieved due to the combined efforts of multiple organizations coming together to achieve a common goal, thereby planting the seeds for market transformation of energy-efficient fixtures in the Pacific Northwest.