January 2025
The Mirror
VOLUME XXXIV, NUMBER 1 JANUARY 2025
VOLUME XXXIV, NUMBER 1 JANUARY 2025
PUBLISHED BY THE CAA FOR THE
SECURITY & LIFE SAFETY INDUSTRY
Kirk MacDowell’s
Award-Winning
Achievement at CAA!
Kirk MacDowell’s
Award-Winning
Achievement at CAA!
A MOMENT TO
REMEMBER:
Unmissable Highlights
from the 2024 Winter
Convention!
Starts on Page 8
Unmissable Highlights
from the 2024 Winter
Convention!
Starts on Page 8
CAA’S DEFINING
MOMENTS:
The Mirror
January 2025
January 2025
The Mirror
TABLE OF CONTENTS
04
06
18
28
32
10
12
16
20
24
26
President’s Message
New Member Corner
Local Association Updates
Associate Member Updates
State Association Updates
ARTICLES
ACROSS THE ASSOCIATION
2024 CAA Winter Convention
Recap
Upcoming Events
and Announcements
37
The Evolution of Women in the Alarm Industry:
A 25-Year Perspective
Chris Moorhead
The Impact of Personalization on User Experience
Jennifer Kent
How Time and Materials Service Leads to
Unhappy Customers
Matthew Tomao
Lessons From Big Business –
Uber Can Write The Check, Can You?
Mitch Reitman
Liability Loss Trends Driving Nuclear Verdicts
Larry St. John
The Power of "No": Choosing What NOT to Do in the
Coming Year
Audrey Pierson
The Mirror
January 2025
Dear CAA Members,
As I step into the role of President of the California Alarm Association, I am both excited and honored to lead this
incredible organization. Serving on the Board for the past two years, and with over 12 years of Board experience, has
given me a unique perspective on the opportunities ahead for CAA and our membership.
First, I want to express my gratitude to Sean Cooke for his exceptional leadership during his two-year term as President.
Sean guided us through a period of transition, and I truly believe we are stronger today as an association than ever
before.
The Winter Conference was a tremendous success, and I extend my heartfelt thanks to all our speakers and sponsors for
their contributions to such a memorable event. A special shoutout to George DeMarco for serving as an outstanding MC
at the Weinstock Award Dinner—it was both enjoyable and entertaining!
Congratulations to Kirk McDowell on receiving the prestigious Weinstock Award and being honored with CAA lifetime
membership. Kirk, your dedication to the industry and our association is truly inspiring, and this recognition is so well-
deserved.
As we look ahead to 2025, I am eager to build on our momentum and continue pushing CAA forward. I wish all of you
a healthy and prosperous new year, and I look forward to working together to achieve even greater success for our
industry and membership.
Warm regards,
Matt Hoffman
President, California Alarm Association
CAA President’s Message
The Mirror is published monthly by
the California Alarm Association,
a California not for profit
association, for the Western States
Security Alliance.
No articles herein may be
reproduced without written
permission of the California Alarm
Association.
The Association is not responsible
for any errors or omissions in
advertising.
Editorial:
Copy is due the15th of the month
preceding publication.
Advertising:
Space reservations due the l0th
and copy due the 15th of the
month preceding publication.
For Editorial and Advertising
information, contact:
Paige Pohlers-Meek
California Alarm Association
21700 Oxnard St.
Woodland Hills, CA 91367
TEL 800/437-7658 FAX
800/490-9682
Web Site: www.CAAonline.org
themirror@caaonline.org
© Copyright 2025 by the
California Alarm Association
Produced by SD Marketing
January 2025
The Mirror
Local Chapters
State Chapters
President
Matt Hoffman, Hoffman Security
Northern Vice President
Sarah Wilson, Signal Service Inc.
Southern Vice President
Matt Kruger, Ranch & Coast Security
Secretary
Tim Westphal, Bay Alarm Company
Treasurer
David Michel, Valley Alarm
Sergeant at Arms
Sean Cooke, All-Guard Alarm Systems
Tim Westphal,
East Bay Alarm Association
Paul Wassem,
Golden Gate Alarm Association
David Michel,
Greater L.A. Security Alarm Assn.
Joe Castro,
Greater Valley Alarm Association
Richard Jimenez,
Inland Empire Alarm Association
John Heath,
Mid Cal Alarm Association
Elizabeth Courtney,
Orange County Alarm Association
www.ocaaonline.org
Chuck Petrusha,
Redwood Alarm Association
Jack Azbill,
Ben Martinez,
Silicon Valley Alarm Association
Matt Kruger, San Diego Alarm Association
Rich Whitlock, Farpointe Data,
Associates Director
Joe Nuccio - ADT,
Large Company Representative
Mike Salk, Reed Brothers
Tim Westphal, Bay Alarm Company
Chuck Petrusha,
Advanced Security Systems
Cathy Rempel,
American Security Integrators
Bob Michel, Valley Alarm
John Hopper, Sentry Alarm
Matt Westphal, Bay Alarm Company
Jon Sargent, Tyco Integrated Security
Patty Hartman
Tony Smith, Security Finance Associates
George Gunning, USA Alarm Systems
Frank Burke, USA Alarm Systems
Pam Alva, Allied Security Alarms
Ted Willie
Roger Westphal, Bay Alarm Company
Richard A. Beunk, Comseco of California
Rod Uffindell, Denalect Alarm Company
Jack McAboy
Harold France
Bruce Westphal, Bay Alarm Company
Paul Worsley,
Valley Burglar & Fire Alarm Co.
George A. Weinstock
Everett Westphal, Bay Alarm Co.
Frank Meiners
William Swinney
Robert Leeper
Jerry J. Linder
Paige Pohlers-Meek, Executive Director
Lessing E. Gold, Legal Counsel
Alyson Pattie, CPA
OFFICERS
REGIONAL PRESIDENTS
PAST PRESIDENTS
EX OFICIO
The Mirror
January 2025
Our ideal customer
isn't defined solely
by industry, location,
or size but rather
by a set of attributes that align with the value proposition
we offer. These customers seek not just a service but a
comprehensive security solution that can adapt to evolving
challenges, and they are willing to invest in premium security
services to ensure long-term safety and success.
Integrated Control
Technology (ICT)
is a world-leading
manufacturer of
unified and intelligent
electronic access
control and security
solutions that enable
organizations to
protect their people, operations, and information.
New Member Corner
REGULAR
MEMBERSHIP
HOW IT WORKS?
APPLY
LEARN MORE
Whether you belong to an electronic security and life
safety company, or your operation provides ancillary
benefits and services to the alarm industry, you'll benefit
from membership with the CAA: exclusive access to
industry training, networking events, legislative updates,
special discounts and more for regions throughout
California.
Regular members own or are employed by companies
that are active in the installation and servicing of
burglar alarms, fire alarms, supervisory systems and
other electronic systems. They also must have a valid
California state license to operate in the electronic
security industry.
Electronic security companies large and small have
access to all of the same benefits: advocacy, training,
networking, and ongoing education and certifications.
You might be thinking about joining the CAA for
a specific purpose: to save by leveraging
increased purchasing power, to network, to gain
access to industry-specific sales coaching or
better rates on insurance policies, to exchange
ideas and best practices, etc.
Once you become a member of the California
Alarm Association, however, you'll find much
more than business opportunities. You'll find an
extended family of like minded people. The
connections that you'll make and the great
relationships that you'll forge can last a lifetime.
ASSOCIATE
MEMBERSHIP
JOIN THE CAA &
DISCOVER THE BENEFITS
Associate members of the CAA are individuals or
organizations that provide services, products, consulting or
other ancillary services to support the electronic security
industry. Examples include product manufacturers,
technology providers, systems support services, legal
counsel, insurance, marketing & advertising just to name a
few.
Associate members are provided with sponsorship
opportunities at major events, networking, advertising,
networking, high visibility and access to our regular
members.
APPLY
Welcomes New Members
SPADE Security Services
Integrated Control Technology (ICT)
January 2025
The Mirror
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The Mirror
January 2025
Left to Right: Kostas Mellos, Jamie Goode
Pictured: Lilianne Chaumont
Pictured: Cathy Rempel
Pictured: Kirk MacDowell
Pictured: Rich Whitlock
Platinum Sponsors at the CAA Winter Convention
Left to Right: John McNutt, Wes Usie, James Kruger
C.P.C., Trent Smith, George De Marco
Pictured: George De Marco
Left to Right: David Morgan, Kirk MacDowell
Pictured: Sean Cooke
January 2025
The Mirror
CAA Winter Convention 2024
Showcases Industry Innovation,
Honors Kirk MacDowell:
he 2024 California Alarm Association
Winter Convention delivered an
impressive lineup of industry experts and
thought leaders, offering attendees a
comprehensive look at the latest trends,
technologies, and challenges in the
security sector. Held in December, the
convention featured over 25 educational
sessions spanning critical topics from
AI integration to emergency response
protocols.
The three-day event kicked off with
vendor exhibitions and networking
opportunities, leading into Thursday's
packed schedule of concurrent sessions.
Highlights included the Harvey Eisenstadt
Sales Symposium and a timely panel
on emergency response featuring
law enforcement and technology
perspectives.
The educational tracks emphasized
practical business strategies, with sessions
like Kelly Bond's "Run Your Business
with Value in Mind" and Deanna Blair's
insights on AI-driven video security
solutions.
Friday's program was anchored
by keynote speaker Alex Pachikov of
Sunflower Labs, who shared valuable
insights on robotics systems and AI
implementation in security applications.
The Executive Symposium, moderated
by George De Marco, brought together
industry leaders to discuss emerging
trends in electronic security and fire/life
safety.
The convention culminated with the
prestigious George A. Weinstock Award
ceremony, honoring Kirk MacDowell for
his 44 years of distinguished service to
the industry. The gala dinner celebrated
MacDowell's remarkable career journey
from law enforcement to security industry
leader, recognizing his invaluable
contributions to organizations including
CAA, SIA, TMA, and SIAC.
The event successfully balanced
forward-looking technology discussions
with practical business applications,
providing attendees with actionable
insights to drive their businesses forward
in 2024 and beyond.
Left to Right: George De Marco, Kirk Macdowell
Left to Right: Wes Weller, Kelly Bond, KirkMacDowell, Sean Cooke, Merlin
Guilbeau, George De Marco
Bronze Sponsors at the CAA Winter Convention
Left to Right: Sean Cooke, Kirk MacDowell
Pictured:Kirk MacDowell
Left to Right: Rich Whitlock, Sean Cooke
Pictured: Alex Pachikov
10
The Mirror
January 2025
ver the past quarter-century, the
alarm industry has undergone a
remarkable transformation in treating
and recognizing women professionals.
As a man and someone who entered the
industry 25 years ago through a training
company, I've witnessed firsthand the
significant shifts in culture, leadership, and
opportunities for women in what has been
a traditionally male-dominated field.
The journey toward equality and
representation has been marked by
challenges and triumphs. In the 2000s,
industry trade shows like ISC West often
featured what we termed "booth babes"—
scantily clad women used as marketing
props. This practice not only objectified
women but also undermined the
credibility and professionalism of female
industry participants. Through persistent
advocacy and growing awareness, these
demeaning marketing tactics have been
substantially eliminated, reflecting a
broader cultural shift within the industry.
My own experience reflects this
evolution. When establishing our training
company with my wife and business
partner, I agreed that she should be the
President and CEO. This wasn't merely
a symbolic gesture – she excelled as
our primary sales representative and
demonstrated exceptional leadership
capabilities. This decision may have
challenged the traditional male-centric
power structure, but I believe that it was
the right decision for our company. And
that should be the standard to which we
should all adhere. I knew that she would
face gender challenges at that time. But I
believed in her as a strong and confident
businesswoman and knew she would
overcome. Spoiler alert…she did!
The industry has seen numerous women
rise to prominent leadership positions,
exemplified by trailblazers like Pam Petro
and Joey Russel, who have served as
presidents of their respective companies.
These leaders represent a growing trend
of women assuming executive roles,
bringing fresh perspectives and innovative
approaches to the industry.
While celebrating these achievements,
it's crucial to acknowledge that our work
isn't finished. We still face challenges
in recruiting and retaining women in
technical and sales positions. These
roles often serve as steppingstones
to leadership positions, making
representation at these levels vital for
developing the next generation of female
industry leaders.
Looking ahead, the focus must be on
creating structured pathways for women to
enter and advance within the industry. This
includes developing mentorship programs,
providing technical training opportunities,
and fostering an inclusive workplace
culture that supports professional growth
regardless of gender.
Over the past 25 years, the
transformation demonstrates that
meaningful change is possible when
industry leaders actively commit to
diversity and inclusion. As we continue this
journey, the industry must build upon this
progress, ensuring that women have equal
opportunities to contribute their talents and
shape the future of security technology
and services.
The success stories of women in
leadership positions today serve as
powerful examples for upcoming
professionals. They show that the industry
not only welcomes female talent but
actively seeks to elevate it. This ongoing
evolution benefits not just women but
the entire industry, bringing diverse
perspectives that drive innovation and
excellence in serving our clients and
protecting communities.
Chris is a versatile team member, excelling
in client development, implementation,
second-tier support, and overseeing
successful site launches. For inquiries, you
can reach
Chris at chris@cmoor.com.
WISE Words
The Evolution of Women in the Alarm Industry:
A 25-Year Perspective
Chris Moorhead
Chris Moorhead
COO
CMOOR Group