If there’s ever an evergreen challenge for custom integrators to overcome, it’s their visibility with the general consumer public. There’s never really been a consensus on what to call the pros who attend CEDIA Expo — integrator, installer, dealer, contractor, AV guy, technologist, CE pro, etc. — and a group of high-level dealers called “The Guild Integrators Alliance” wants to change that, and will do so with a big splash at CEDIA Expo 2023 in Denver next week.
At CE Pro, we like to consider our CE Pro 100 list a good representation of the industry’s highest-revenue, most prestigious firms. But as profiled in a cover story a few years ago, The Guild integrator members not only work at the highest caliber, but act as a mini think tank to connect, brainstorm ideas and best practices, vet products and more.
This year, The Guild mindshare hatched a plan to elevate the industry as a whole and share its history and current story unlike how it’s been portrayed in the past.
Members, with assistance from some big-name industry manufacturer backers, essentially produced, directed and starred in a short documentary film, Dream World, which will debut on Thursday, Sept. 7 during CEDIA Expo 2023.
Just based on the Dream World trailer alone, integrators and other sectors of the custom industry will be blown away by the full documentary. It’s not your average YouTube-type of integrator video – it’s a professional, Hollywood-style production that effuses class, luxury, expertise, creativity and aspirational tech design that are hallmarks of what integrators do on a daily basis.
Register Now for The Guild Dream World CEDIA Expo 2023 Premiere
Attendees can registration for the film premiere at guildintegratorsalliance.org/film-premiere.
As noted on the registration page, The Guild says it has been hard at work for over a year on this project “with an unbelievably talented film crew, endless support from our closest vendor partners and passionate participation from all of our member firms! From busy job sites to gorgeous, finished homes, in-depth interviews with industry veterans and more, we’ve gone behind the scenes to get a deeper look at our industry and the people who make it all happen.”
The idea is that dealers can utilize the digital downloadable movie to show trades and customers. Meanwhile, The Guild has also developed a gorgeous coffee-table style Look Book that will work well in tandem to exude luxury.
“The Guild has been working on a short documentary-style film with a sizable budget to tell the story of our industry in a way that’s never been done before. We’re especially appreciative of sponsorship from Lutron, Savant, Sonance and Sony,” says Cantara Principal and Guild member Jason Voorhees in an industry email.
“We’ve travelled to Las Vegas, Bozeman, Chicago, Phoenix and Malibu to shoot in stunning homes, at epic jobsites, interviewed renowned architects and designers, and of course connected with the incredible employees and founders from our member firms that make these projects possible every single day.”
The ecstatic Voorhees put in a call to action within the email announcement: “Feel free to share [the link to register] around with friends, co-workers, etc., because everyone who signs up will receive a link to the film when it is premiered on September 7. We want this to be big!”
With limited spots for this industry red carpet event available, attendees need to register to get all the details and ensure a seat.
Dream World a ‘Ambitious & Costly Marketing Effort’ for the Custom Industry
The documentary was made to lift the profile of the entire industry, and as noted answer the question of who and integrator is and why they matter to homeowners and other potential clients. These days, as Voorhees and others in The Guild note, the possibilities extend far beyond home theater, which might be what still immediately comes to mind when people talk tech.
“It is by far the most ambitious and costly marketing effort I think this industry has ever done,” Voorhees tells CE Pro, noting that there may be a bit of hyperbole, but nonetheless it is “a beautifully filmed documentary of sorts that really dives into the level of passion and craftsmanship that it takes to execute a Guild level project.”
He adds that the idea is to not only spotlight Guild members, but for the industry as a whole to benefit, and of course what better place to premiere Dream World than at CEDIA Expo 2023?
“It’s not about The Guild even, it’s about this industry,” Voorhees remarks. “This industry is very similar, in my opinion, to a high-end restaurant. Where at one point, you’ve got this gorgeous dining room or home and you’re trying to deliver this peak life experience using these insanely expensive ingredients.
“Then you’ve got this army of people that are typically men in the kitchen that come from very diverse backgrounds. You’re asking people from all kinds of walks of life to execute perfection. Award-winning perfection,” he adds. “You’re expecting these employees to have enormous passion and attention to detail. A drive to take things as far as it can possibly go. It’s really fascinating and it’s never been talked about. It’s overlooked.”
Summarized and emphasized succinctly on the Dream World trailer page: “It takes unstoppable determination, mind-blowing craft and skill, and true passion to do what we do. We’re not ‘A/V guys’ and haven’t been for a long time now. We have freakishly talented, multi-dimensional teams that deliver the highest level of intangible, sensory experience imaginable. And we do this every single day, in the world’s most beautiful homes.
“This film was made for everyone who dreams the crazy dream of creating inspiring, magical experiences through technology. Together we can elevate how we integrate.”
Between them, Guild members operate in 25 states. Members are: ATI, Utah; Atlantic Control Technologies, Mid-Atlantic & Washington, D.C.; Cantara, California; Cyber Group, Arizona; Denizen, South Dakota to Texas; DSI Luxury Technologies, Los Angeles; Electronic Environments, New York City & the Hamptons; Opus A/V/C, Connecticut & New York; Precision Media, Denver; Premiere Systems, Chicago & Florida; Premiere SAV, Jackson, Wyoming; SAV Digital Environments, Montana & the West Indies; and Spire Integrated Systems, Michigan.
