National integration company Daisy had a big presence at CEDIA Expo 2024 with over 60 technicians, salespeople, and franchisees from across the country. While at the show, Daisy announced its eighth acquisition, franchisee SaaviHome, and a new franchise location in Palm Springs, Calif. Hagan Kappler, Daisy’s co-founder and CEO, shares her impressions below of CEDIA Expo as a newcomer to the custom channel.
When I walked onto the floor at the CEDIA Expo 2024 conference in Denver in September, I was instantly struck by the scale of the three-day event. The floor was filled with thousands of people and products, hundreds of brands and booths, with music thumping, lights flashing, and just incredible energy pulsing throughout.
This is the so-called “little known” custom integration industry?
I had been quoting the size and scale of this industry for some time to investors and potential job candidates – “$50 billion!” “20,000 dealers!”
But then again, our industry uses more “slashes” to explain it than any other I have been involved in – integration/smart home/home automation/home technology installation and services/home experience design. It takes me 30 minutes to explain to friends on the sidelines of my kids’ soccer games what I have been up to. And still my friends will respond, “So, it’s like, software?”
Lightapalooza took place in late February, and the growth of the event has mirrored the rapid ascension lighting fixtures and controls.
While awareness of our industry has flown under the radar from a consumer and investor perspective, manufacturers, distributors, suppliers, service partners, consultants, and dealers are clearly all ready to serve.
At CEDIA Expo 2024, I could easily see how overwhelming — and even intimidating — it might be for clients when presented with an array of products, brands, technologies, and systems.
Do I need a foldable, wall-sized screen? Am I harming my family’s well-being by not having lighting that syncs with our circadian rhythms? How many shade combinations are there? Do I need a mirror with a TV embedded in it? (Yes, yes, I do. I’ll definitely be following up on that one!)
Of course, consumers aren’t expected to make these decisions on their own. Thankfully, builders and interior designers are partnering with experienced, knowledgeable custom integrators who can offer guidance.
However, given the ongoing innovation in this space — and as life circumstances and budgets evolve — maintaining a trusted, long-term connection with an integrator or interior designer can greatly enhance a client’s ease of living and enjoyment of their home.
Over the past 12 months, as I traveled across the country meeting with hundreds of integrators, it became clear that the industry is predominantly male — both in ownership and technical roles. At times, it felt like I was on a tour of man caves across America.
“For more women leaders to progress in this industry, our male counterparts need to support, mentor, and champion the women in their organizations.”
—Hagan Kappler, Daisy
While the CEDIA Expo 2024 floor wasn’t filled with the “booth babes” I am used to seeing at CES, for example, the products, systems, and narratives didn’t seem tailored to female customers, whether they be homeowners, interior designers, or architects.
Despite the male influence on the show floor, it was a different story at the Women in Consumer Technology (WiCT) luncheon. I was blown away by how many people attended.
The room was simply buzzing, filled with the best-dressed people at the conference (of course, ahem, women). The comradery, energy, and positivity were infectious.
The many tables also included male leaders, which I thought was just awesome. For more women leaders to progress in this industry, our male counterparts need to support, mentor, and champion the women in their organizations.
To me, increasing the number of women in the custom integration industry is not just a social imperative — it’s smart business. Women are equally decision-makers and users of home technology. Having more women involved in product innovation or delivering more relevant and personalized services will undoubtedly boost the industry’s growth and profitability.
One of the biggest barriers to growth in our industry is the shortage of technicians, with nearly 99% of these roles occupied by men. Yet, women make up half of the educated workforce and are just as skilled in math and problem-solving.
The predictable 40-hour, weekday schedule of a technician is ideal for women with children, offering more stability compared to the unpredictable hours in fields like food service. The work is quiet, thoughtful, and demands excellent customer service — qualities that are perfectly suited to many women. It’s also far less physically demanding than other home service jobs like cleaning, making it a more attractive option.
To ensure we can better serve our customers and keep up with market demand, achieving gender parity in our industry among our technicians, salespeople, and leadership teams is a business necessity.
At Daisy, we are taking multiple paths to put these ideas into action, including working with Helen Heneveld at PrepTECH, providing paid parental leave and a full suite of benefits, and offering a diverse, welcoming environment at all of our branches. Feel free to reach out to Helen ([email protected]) or Rebecca Hochreiter ([email protected]) at Daisy to learn more.
So, while those dads on the sidelines of my kids’ soccer games might not yet know what I mean by custom integration, this innovative, fun, challenging industry has the power to change the world, all within the comfort of our own homes.
Hagan Kappler is Co-Founder and CEO of national franchise integrator Daisy.
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