Minneapolis-based Gopher Stage Lighting has been made a dealer for Genlyte's Entertainment Technology (ET) brand.

As part of a nationwide strategic move by the Genlyte Group to raise awareness of the ET product brand, Vari-Lite sales staff has been given access to the ET product range, and VARI*LITEĀ® dealers are also automatically eligible for an ET dealership. Gopher Stage Lighting has been a VARI*LITE dealer since early 2004. "ET has always made a great product," says Gopher Stage Lighting president Joe Holloway. "We've installed their products in the past because they are the best products for the job, and there was nothing else on the market like them. With this new deal, it means we enjoy a closer relationship with the factory and better access to the product."

To better service the ET product range, Gopher's Systems Integrator, Dave Johnston attended ET's dealer training at the Dallas factory. "Gopher is a very knowledgeable group of hard working guys," comments Vari-Lite / Entertainment Technology central regional manager Leonard Miller. "I'm excited about the potential to work with Gopher to grow our sales and increase the quantity of installations of our unique technology in the North Central region of the country."

Under the new arrangement, Gopher Stage Lighting's dealership covers Minnesota, North Dakota, South Dakota, Iowa, and Western Wisconsin. "Joe and David at Gopher truly understand the concept of whole systems integration," remarks Miller. "By choosing to offer the Genlyte brands of Entertainment Technology, Lightolier Controls, and VARI*LITE, Gopher has the ability to design and install complete packages encompassing the dimming, control, conventional and automated lighting needs for both architectural and entertainment lighting from a single manufacturer."