Member of the Month

July 2021

Asher Schoenberg
Outside Specification Sales
Stan Deutsch Associates (SDA)

Q: How did you first get started in the lighting industry?
I did not have a choice. “I am a Jedi like my father before me.” Like many others I was born into the trade. My grandfather was already a lighting veteran when he started his own showroom, Aimrite Lighting, back in 1960. He passed away when my father was 19. My dad felt it was his responsibility to keep the showroom going and he has to this day. Needless to say, I started my professional career in kindergarten. I used to feather dust all the lamp shades and I loved wiring plugs to fixtures. Seeking a career outside of lighting while in college I worked in TV and radio, but ultimately came back into lighting working as a commercial rep. I have been a rep now for over 20 years. I started at ELS and have been with SDA Lighting & Controls since 2004. Aside from lighting and control solutions the company is broadening its range of products and so I am now involved in UV-C disinfection, acoustic based solutions, and a stretch membrane manufacturer of illuminated and non-Illuminated applications. I love what I do.

Q: How did you first get involved in the IESNYC?
I was part of the IESLI chapter, and during my first year, they made me a board member and I was also appointed recording secretary. I spent several years attending various events but as my career shifted and I was spending most of my time in New York City, naturally, the IESNYC became my Section. It gave me that option to remain involved and participate in more committees and events. I remember my first volunteer assignment was for the Programming Committee 15 years ago. It was a Saturday morning program held at the Center for Architecture called “Electrical Engineering for Dummies.” Right before the event, we were sent a cease and desist from using the name “Dummies.” But the show must go on and it did. I’ve attended 20 Lumen Galas and have been on the Lumen Awards Committee for three years. The Lumens are still my favorite IESNYC event of the year. Last year, since we couldn’t hold the gala, we decided to have 14 Days of Lumen to introduce the winners. Along with James O’Blaney, Nathaniel Bliss, and I interviewed some of the Lumen winners last year and this year about their projects. Because of my background in radio and since I like talking to people, it was great for me to have the opportunity to connect and listen to what these Lumen winners had to say. It was very different to have these interview sessions versus having them receive their award at the podium. What I Iike about being a part of the Lumen Committee is our brain storming sessions, especially about how we were going to present the winners narratives digitally. You can view the videos we produced on the IESNYC website.

Q: How do you see your role as a member of the IESNYC?
The industry has gotten significantly younger with more lighting designers in New York City than ever before. With that in mind, I would like to help to bridge the gap between the “generations.” I think we do that by making the Lumen Awards more eventful and fun than in previous years. One of my hopes is that I can become an MC at the Lumen Gala. Also, I hope the Emerging Professionals (EPs) can become involved in the IESNYC and if there is a way I can work with them, it would be a good way for me to help new lighting designers and reps enter the industry.

Q: In your opinion, what are the best assets of the IESNYC?
For me it is the programs, especially the educational ones. It’s important to me that I continue to excel in my lighting career and the IESNYC offers me more opportunities to learn and expand my knowledge base. I really like meeting new people from various walks of life within our industry and though the Section is not a “social club,” the networking opportunities are really important to me.