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.

Hilton palm Springs Reservations

Reservations are now available at the Hilton Palm Springs

Rate is $149 for standard and $179 for Alcove Suite. Please call us if you need assistance or have a special room request.

Group Name: California Alarm Association
Group Code: CAA

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.


David Berman
Northwest/Northern California Account Executive

(208) 994-1392

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.


Robert Few
President & CEO
General Monitoring Services
(201) 838-0091

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

Richard Pugneir
Vice President of Marketing
760.517.1688 (o) 
858.395.6589 (m)

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.
(480) 438-9224

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

Brian Dotson
Pacific Coast Regional Sales Manager
Support: 800-229-2326
Direct: 678-909-4608
Email: Brian.Dotson@ametek.com

4:00 p.m. – 4:50 p.m.

Better Data; Connecting Consumers, Alarm Companies, Monitoring, 911, & First Responders

Summary coming soon.


Jeff Dickerson
National Accounts, West
AG Monitoring
o: 844.812.2897
m: 509.521.4233

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.

Learning Objectives:

  1. Discover which marketing tactics work and which are a waste of resources
  2. Determine viable marketing strategies and techniques for security dealers and integrators 
  3. “Do This, Not That” tips to avoid catastrophic lead generation mistakes.


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
Katie Maahs Bally
Davis Mergers & Acquisitions Group
Cell: 847-226-1830

3:45 p.m. – 3:55 p.m.

Exhibitor Meeting

Summary coming soon.



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, DMP

Jack Conard

5:00 p.m. – 5:50 p.m.

Be Prepared for Weapons Events and Catastrophic Events

We will explain the EM24 and BluePoint Alert Solutions active-shooter mitigation program and send you alerts just as if it were a real emergency. We will review pricing and projected revenue based on types/sizes of facilities. We will explain the Incident Commanders’ portal, called C2. Please see attached. Slide 3 shows a great diagram of the process and the time-savings, which results in a better outcome. In addition to the installation, you gain monitoring RMR and RMR based on the number of contacts in a facility that need to be informed during a catastrophic event. In essence, alarm contractors are monetizing the building population. This is one of the fasted growing segments of our business. In some states, this is being legislated as a school facility requirement. 


Dave Ochs
BluePoint Alert Solutions

Kevin Lehan

David Ochs
Executive Vice President – Growth
BluePoint Alert Solutions

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


6:00 p.m. – 8:00 p.m

CAA Opening Reception & Exhibits

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. 

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

Content coming soon. 


Kirk MacDowell
George De Marco

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.

Presentation by Bosch

Content to be announced soon. Stay tuned!

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

Megan Shryock 
Marketing Program and Events Coordinator 
(509) 232-5261 x2503 Office

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

New Laws and Developments in Security

An update on new laws/developments affecting the industry.


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? 

Learning objectives:

  1. Key audience take away is the high level understanding of the current state-of-the-art AI video analytics technology capabilities. 
  2. The audience will get insight into real use case examples of large scale AI video analytics deployment. 
  3. The audience will understand the hype versus reality of the first 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

Content coming soon. Stay tuned!


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!