Welcome to the 2021 CAA Spring Convention

June 23-26, 2021
Hilton Palm Springs California

400 E. Tahquitz Canyon Way
Palm Springs, CA 92262

Dealers & Installers

The first two people from each dealer/installing company are guests of the sponsors. Please register now so that we can advise sponsors and exhibitors of your participation.

Exhibitors / Vendors

We offer inclusive sponsor packages that include exhibit fees, golf, sponsor recognition, video product showcase and printed attendee packet which will be mailed to nearly 3,000 industry contacts on June1 with THE MIRROR. Your sponsorship allows us to invite two people from each installing company as guests of the sponsor.

Click HERE to View Full List of Current Registered Attendees

Prefer to Print?

Dealer Registration
  1. Download the Form
  2. Print & Fill
  3. Email: info@caaonline.org

Prefer to Print?

Exhibitor Registration
  1. Download the Form
  2. Print & Fill
  3. Email: info@caaonline.org

Register / Buy Sponsorships Online

Reserve your spot for the seminars that interest you, and get frequent updates to the event schedule.

Get The Special Palm Springs Edition of THE MIRROR

Click the right and left arrows on the side of the MIRROR to flip the pages of the current issue like a magazine in your browser window. Click the buttons below the MIRROR to enlarge, zoom in, flip to specific pages, or download the PDF.

The MIRROR June 2021
Schedule of Events

Industry Workshops, Exhibitions & Food / Beverage

2 p.m. - 3 p.m.

CAA Regional Presidents Meeting

(Closed Meeting)

3 – 5:30 p.m

CAA Board of Directors

(Open meeting)

6 – 7:30 p.m.

CAA Welcome Reception

Hilton Poolside Bar

7 a.m. - 12:30 p.m.

CAA Golf Club Tournament, Escena Golf Club

7:00 a.m. Registration
8:00 a.m. Shotgun Start

12:30 p.m.


Escena Golf Club

2:00 p.m. – 2:50 p.m

Alarm.com Beyond Security

This Alarm.com presentation will focus on the non-security products and services that can be added to Alarm.com accounts. These solutions add services and features that customers are demanding and increasing RMR for alarm companies. This presentation will focus on Connected Car, Flex IO,  Cloud to Cloud Integrations,  Alarm.com water valve,  Z-Wave, and Wellness.

2:00 p.m. – 2:50 p.m

The Customer Experience, It Is Everything!

Developing, continuously honing, and executing your Customer Experience Program is critical to the long-term success of your business. When done right, Customer Experience Programs result in EXTREME customer loyalty, convert your customers into long term clients and raving fans that drive business to you, shielding your business from the competition and the next “Disruptor/Disruption.”  Owners and Managers will walk away with actionable information to improve their company’s customer experience and recommendations to boost customer loyalty based on best practices shared and panel discussions.

2:00 p.m. – 2:50 p.m

Why Do Builders Wear Hardhats? The 2GIG New Home Program Powered by Alarm.com

Working with homebuilders can be demanding for all subcontractors -- but it can be especially challenging for low voltage contractors who are attempting to pursue business opportunities in new home construction.  While statistics continue to show that a smart, connected home is what today's homebuyers are demanding, there remains a large group of national and regional homebuilders who still refuse to offer technology to their buyers, either as a standard or as an option.  Join 2GIG's Director of Builder Services, Bret Jacob, in exploring the mindset of today's homebuilder who continues to resist the inclusion of professionally installed security and smart home technology in their new builds. Learn how 2GIG and Alarm.com have partnered together to create an award-winning builder program to help security professionals overcome homebuilder objections and generate more conversions and additional revenue while becoming the most important subcontractor to your builders. 


Bret Jacob
Director of Builder Services

3:00 p.m. – 3:50 p.m.

No Electrician Necessary

Learn how to lower costs and speed up access control installations using Tango by Altronix. No matter the size of any access control project, one of the most costly parts of the job is hiring an electrician for high-voltage line power necessary for traditional power supplies. Attendees of this seminar will be offered a complete overview as to how when using Tango by Altronix, virtually eliminates the need for any electricians in most any access control project, which in turn dramatically speeds up installations, reduces job costs, and increases project profitability.  


Stephen M Oliva
OEM Partner Development
Western US Sales Manager
Altronix Corp.

3:00 p.m. – 3:50 p.m

The Ultimate Sunset Strategy: Creating Value for your Customers

Here we go again!  In the next two years dealers are facing the CDMA/3G Communications Sunset. We will be discussing strategies that can turn a truck roll into an opportunity. Our panel includes an industry veteran who has successfully implemented an Alula Sunset Strategy that has resulted in increased sales and RMR.  We will help you through this sunset by providing your technicians or salespeople a strategy that will add value during your visit by offering your current customers solutions that offer your customers not only the latest M-1 LTE/5G ready transmission technology but also offers your customer value by offering them a state-of-the art common user interface, doorbells, Z-Wave and an award-winning touchpad. Solve two Sunsets at once and give your customer’s user interface an upgrade at the same time. No matter what your size, we want to help you succeed.


Deanna Blair
Southwest Regional Sales Manager

Todd Hokinson
Senior VP

Shay Webb
Sales Manager
OnDuty Systems

3:00 p.m. – 3:50 p.m.

Evolving Commercial Fire with Cellular

This presentation covers the past, present, and future of fire alarm communications.  We will be touching upon NFPA 72 code specifics.  Telguard fire products will be reviewed in detail including the TG-7FS, TG-PEM, and TG-7FP in addition to an upcoming product.  Product registration, installation, and troubleshooting will also be overviewed. By using a multi-format, cellular communication product, fire alarm companies can minimize their product portfolio, retrofit existing panel setups, and convert phoneline connections to additional RMR.


Daniel Rosales
Senior Director of Technical Support

4:00 p.m. – 4:50 p.m.

Security Evolution: Connecting the Stakeholders

It’s time to connect consumers, alarm companies, monitoring centers, and first responders in the move from traditional to smart security systems.  What can you do to increase your appeal to a larger market than the historical 20% of homeowners that have had a security system for the past half century? Is there a way to get new consumers interested that does not feel, to them, like the same-old alarm eco-system of the past?


Jeff Dickerson, National Accounts
AvantGuard Monitoring

Mark Owen Burson
VP Marketing & Product Management for North America Nice

Wes Usie
President and Founder
CHeKT, Inc.

Kirk MacDowell
Founder & CEO
MacGuard Security Advisors, Inc.

4:00 p.m. – 4:50 p.m.

Uber Essential (And Successful) Lead Generation Strategies That Drive Dealer Success

Find yourself in a ditch when it comes to lead generation? You are not alone. According to a recent Hubspot study, 61% of responders ranked lead generation as their number one challenge. Lead generation is hard, and to complicate things further, what works for many other industries can be a complete failure for the security industry. The goal of marketing is to connect your business’ true value proposition to the right customer base. Effective marketing doesn’t require having a huge marketing budget, but it does require the right skills and industry knowledge. In this session, attendees will learn time tested and security industry vetted lead generation strategies proven in a marketing lab, how to apply them, and how to align lead generation goals within your marketing budget.


David Morgan
Co-Founder & Vice President
SD Marketing
Communications Chair, CAA

4:00 p.m. – 4:50 p.m.

The Industry Is Changing. How You Can Adapt And Plan Your Future

New technologies, the Pandemic, different players and other unforeseen events are all affecting how we run our businesses.  Ron Davis discusses the current state of the Industry and options for moving forward, including exploring an exit strategy. This session is relevant for all owners and managers of electronic security companies and integrators. Ron is a Futurist and clearly explains what he predicts for the coming years. He also covers what is happening in today’s M & A market, who’s buying, who’s selling and how to determine the value of your company.


Ron Davis

3:45 p.m. – 3:55 p.m.

Exhibitor Meeting

Join CAA Associate Director Kent Brust and President Mike Salk for an update on the convention and the programs of the California Alarm Association.


Happy Hour: 4 - 6 p.M.

5:00 p.m. – 5:50 p.m

Sales Excellence Training for Your Sales Managers

This training includes our DMP Sales Management course that includes everything from planning, recruiting, interviewing, hiring, training, territory management, lead tracking & forecasting, field observation, monthly assessments and time management. Additionally, we provide Sales Academy training for your sales reps that includes product training but also prospecting, approach, upselling, needs analysis, value selling, closing, handling objections, time management and sales presentation. We want to make sure your team is ready to hit the field and make money for you and them. We also have one courses in the field that include sales excellence training, prospecting and upselling, upselling and inside sales upselling. We know your most important asset is your people, and we help you get them trained to do their job.

Jeff Spatz
Director of Sales West

Jack Conard
Director of Sales Training

5:00 p.m. – 5:50 p.m.

Be Prepared for Weapons Events and Catastrophic Events

Emergency24 and strategic partner, BluePoint Alert Solutions, will demonstrate its Rapid Emergency Response System for active-shooter mitigation and emergency medical response, sending you real-time alerts just as if it were a real emergency. BluePoint authorized dealers have access to patented hardware and unique notification capabilities/protocols that facilitate immediate information sharing among first responders and impacted people during those emergency situations. Not only can you provide a solution to a problem your customers currently face, but this is an excellent RMR building program too. Come check it out.


Dave Ochs
Executive Vice President
BluePoint Alert Solutions

Kevin Lehan
National Sales & Marketing Manager

5:00 p.m. – 5:50 p.m

Field Service Software: The Key to Business Growth

As a business owner, you know there are many moving parts within your day-to-day business operations. Do you have the right solutions to properly manage your project, service, and maintenance workflows?  Feeling stuck with outdated manual processes that slow you down and curious how a technology upgrade might help? Good news: there are tools available to get you back on track! Discover Field Management Software. Field management software helps you run more efficient business operations, keep customers happy, and drive new business all at once. During this presentation, you’ll learn how cloud-based  software helps businesses retain and grow their customer base through reliable quoting, inventory management, job tracking, fleet management, business reporting, and more!  Join us to discover  how software solutions can help you deliver the best customer experience and help your business grow.  Learn how field management software is helping alarm businesses improve business operations. Also, there are a lot of different options available and it is important to choose the correct software for your business. 


Nick Carter
Business Development Manager
simPRO Software


John Shaw
Business Development Manager

6:00 p.m. – 8:00 p.m

CAA Opening Reception & Exhibits

Get an advance preview of the products and services from leading suppliers and spend some quality time with the exhibitors.  Grab your favorite beverage from the pool bar and head upstairs to the Horizon ballroom.

7:30 – 8:45 a.m.

Exhibits & Breakfast Buffet

Enjoy a hearty breakfast buffet and then mingle, network, and explore the best products and services for the security industry. From advanced communications, to hardware, software, marketing, and more, you'll learn about new offerings from the industry's finest vendors and providers. 

8:45 – 10 a.m.

General Session

General meeting includes updates on legislation, public safety ordinances, training, and presentation of the CAA Youth Scholarship Award and the CAA Schubert Memorial Award honoring Associate Members.

10 – 10:30 a.m.

Exhibits & Break

Mingle, network, and explore the best products and services for the security industry. From advanced communications, to hardware, software, marketing, and more, you'll learn about new offerings from the industry's finest vendors and providers. 

10:30 a.m. – Noon

Back to the Future

Industry veterans Bob Ricucci, Robert Few and Kirk MacDowell have all built successful companies in the industry,  but it didn’t come without blood, sweat and the ability to determine where the industry “was” headed.  Each one of these mentors will go back 20-30 years and share their marketing plans, business thoughts and predictions from years ago and let the audience determine if they were right or wrong.  History has a tendency of repeating itself so let’s turn back time and see how they did and lessons learned. Moderated by ISC Security Events VP Will Wise, we’ll then take a look forward to provide insights and tips for the decade ahead. 


Bob Ricucci
Advanced Security Technologies

Will Wise
Group Vice President
Security, Transportation, Casino Gaming
Reed Exhibitions

Kirk MacDowell
Founder & CEO
MacGuard Security Advisors, Inc.

Robert Few
President & CEO
General Monitoring Services

Noon - 1 p.m.

Exhibits and Luncheon

Enjoy a hearty lunch and then mingle, network, and explore the best products and services for the security industry. From advanced communications, to hardware, software, marketing, and more, you'll learn about new offerings from the industry's finest vendors and providers. 

1 p.m. - 1:50 p.m

Presentation by Resideo

Content to be announced soon. 

1 p.m. - 1:50 p.m.

Leveraging Next Generation Video Technologies to Create a Path to Business Resilience and Higher RMR Service Models

Today’s climate demands powerful, flexible, low maintenance, and cost-saving video security applications to meet the everchanging security landscape.  Proactive video monitoring effectively deters crime at the perimeter, using advanced video analytics paired with live operator intervention to detect, warn, intervene, and respond to an intrusion event in real-time. Video monitoring capabilities and new video services represent a tremendous RMR opportunity for security integrators who want to expand their offerings or move toward managed services to drive additional RMR options and stickiness for the end user. Learn how to create a sustainable business cycle by understanding the impact of RMR and leverage your existing customer base to pilot new services and incorporating key success cases to attract new prospects.


Justin Wilmas
Netwatch North America

2 p.m. - 2:50 p.m.

The Power of Integration

Intrusion systems offer more flexibility and power now than ever before and go beyond simply “catching the bad guy”. Today’s intrusion systems can help your commercial customers operate their businesses more safely and efficiently 24/7 – not just when the system is armed. One key element of this is integration. Learn how integrating IP cameras with advanced analytics at the edge can enhance your intrusion solutions, and how creative use of intrusion systems can help your customers save money and provide a safe, enjoyable experience for their customers and staff.

Russell Massrey
District Sales Manager
Bosch Security Systems

2 p.m. - 2:50 p.m.

False Alarm Reduction Through Mobile Chat Technology

Mobile messaging and chat technology have become an effective communication format for monitoring centers and customers. The life safety industry has suffered from reduced customer answer rates via traditional voice communication methods. Further, false alarm rates have remained stubbornly high and present both an economic challenge and resource issue for local governments. Learn how Instant Connect, a chat-based application, has reduced false alarm rates by 43% and improved the customer experience.  


Rich Cowan
VP Sales Western Region
Dynamark Monitoring

3 p.m. - 3:50 p.m.

Cloud Video Cybersecurity 101

Content coming soon. Stay tuned!


Paul Wassem
Business Development Manager

3 p.m. - 3:50 p.m.

New Laws and Risks Affecting Your Operations in 2021

New laws and risks affecting your operations in 2021: some can be managed, some can be insured, others can be avoided.  Learn what threats developing legal trends are placing on your business and how to protect yourself from them.  Here from our expert CAA members representing the legal, insurance and risk management fields, as they talk about current real life scenarios company owners are facing today and what is being done to protect them. 


Larry St John
Eclipse Marketing 

Lilianne Chaumont
Chaumont Law

4 p.m. - 4:50 p.m.

Visual Verification - The Entire Experience; Dealer, Central Station, End User

Content coming soon.


Tommie Van Fossen

4 p.m. - 4:50 p.m.

Benefits of AI Video Analytics For Alarm Monitoring Industry

Over the past several years, the physical security industry has witnessed the acceptance of AI deep learning-based video analytics. For the AI video analytics technology to gain broad based acceptance and deployment, there are many challenges that the AI video analytics solution providers need to overcome. 

In this session, we will outline and describe in detail the challenges facing the AI video analytics industry. The following outline the details of the discussion. 

  •       What types of AI video analytics have been deployed at scale? 
  •       What are the key customer pain points that AI analytics address? 
  •       What areas of AI are hype versus reality? 
  •       What are the key failings of AI video analytics? 
  •       How is the businesses model evolving with AI? 
  •       What are the key attributes of the next generation AI video analytics? 


Paul Sun
President of IronYun, Inc.

6:30 – 10 p.m

CAA Dinner & Poolside Entertainment

Beautiful desert nights welcome you to poolside at the Hilton Palm Springs with hosted bar featuring tropical drinks and a bountiful buffet.  DJ provided music throughout the evening for dancing and even some karaoke samplings from our talented attendees.

8:45 – 10 a.m

Buffet Breakfast: INDUSTRY INCORRECT: Long Time, No See with Lessing Gold

It’s been over a year since we gathered so time to update our lives, our industry and our business.  Vigorous roundtable with audience questions encouraged.


Lessing Gold

See You There!

Don't Wait! Sign Up Today!

It's 2021 and we look forward to SEEING YOU IN PERSON in Palm Springs! Leave your Zoom meetings behind and bring your sunblock, pencil, paper and business cards!