The new faces of ETC
This is the first in a three part series about our controls product line at ETC.
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ETC’s past is firmly anchored in controls. Starting its life
as an idea and a single product – ETC became known as a console boutique,
creating such “category definers” as the Vision, the Microvision FX and the
Expression. Times have changed and ETC has changed as well.
What has changed?
A little or a lot? Most lighting desks are still used primarily
for plotting intensities. But going one step above basics, the function of the
desk begins to expand exponentially. Figuring most prominently of course, are automated
lights. Nipping at their heels are LED’s and Media servers. What does it mean?
To the average lighting tech or designer; more work – more possibilities; to
ETC – new ideas, changes in philosophy, a need to move in new directions.
Remapping
ETC’s founder, Fred Foster,
knew many years ago that we needed to do a rollup of all we knew and had
learned and produce new control products that were tied to our legacy, but not
bound by it. Several years after his call to action we have now introduced two
major control platforms, which represent our heritage and pave the way to the
future for ourselves and our customers. Eos and Congo: A tale of two consoles.
Why two?
The most hotly debated issue at ETC for a while, the answer
came from our past. We had two platforms in the past – and the result was good.
If there were any chinks in our Obsession/Expression armor it may have been
that they shared too much common ground. The logic of ‘two’ goes much further; it’s
about choice; “Will you be having Red or White this evening?” We believe that products
are no longer defined by the number of cues, macros and channels, but by their
relevancy, personality, depth of character and principle of operation. (It’s
much more like people are defined)
I think an automobile analogy plays well here. Lighting desk selection is very personal - like a car. Think about the car you drive; or would drive; or wish you could drive. Why did you - or would you - choose it? Style? Color? Power? Economy? Size? Chances are you liked it. It felt right. It WAS right. Lighting desks are the same way.
Ask yourself this; why does
General Motors own Saab and Hummer? They are as different as, well as different as Eos and Congo in fact.
The recognition is
here is that the “maker or producer” is not the ultimate deciding factor in the
purchase. The real factors are style based. The same is true for lighting
desks. We offer choice - Eos,
Congo – they
are as different as Porsche and Volkswagen – and as similar too. Which will you drive?
ETC Heritage – More than you may think and not what may
expect
Beware. ETC heritage may
not be exactly what you think it is any more. Over the past 30 years we have
grown from a garage shop to a 150 million dollar worldwide company and our
culture has been growing as steadily as our revenue. The addition of several
European brands to our product line has allowed us to open our minds and hearts
to new ways (sometimes old ways!) of thinking. As many customers around the
world have tried our Congo
and SmartFade products they have seen familiar and unfamiliar elements – but
the response has been overwhelmingly positive. We are growing, our ideas are growing, our products are growing.
You can grow with us!
To be continued … Next Week - Get to know the players.
King Congo and EosZilla -- Is that you in the middle?
David