Electronic Theatre Controls has created an official company division, ETC Architectural, which will focus strategically on market segments such as churches, convention centers, hotels, retail, restaurants, and casinos. The aim is to expand sales and marketing opportunities for the company's Unison control line, the Irideon® automated luminaire line, and other architectural products such as the Source Four® HID fixture. Steve Surratt, general manager of ETC Architectual, says, “It's exciting to have a group of individuals that will concentrate on just architectural sales, marketing, and product development. This will allow ETC to respond faster and more effectively to our designers' and customers' needs.”

Sharon Hidalgo, market manager for ETC Architectural, adds, “ETC has been developing and selling architectural products for over five years, responding to the demand and awareness generated by our entertainment lighting business. Now, with the increasing success of our architectural products in their own right, we are taking the next logical step of integrating the forces of all appropriate products under one entity. People don't think of ETC as just an entertainment lighting company anymore. It's time to brand that reality.”

Others involved in ETC Architectural are Bill Belleveau, Irideon field project coordinator, who will now assume the role of architectural sales engineer for the full ETC Architectural line; Renee Miller, who will take on the role of architectural specialist marketing/sales; and Stephanie Ricks, who will act as architectural group administrator. Tim Guion will handle West Coast architectural sales from ETC's Los Angeles office, and Todd Reemtsma will serve East Coast architectural sales from the New York City office.