Aug
2004

Upfront

Ram Tough
Clarkson Eyecare is getting in the game with the NFC West champion St. Louis Rams. Clarkson has been named the official eyecare provider of the NFL team and will handle complete vision care for the team’s players and coaches.

As the official eyecare provider, Clarkson Eyecare, which has 18 locations in the greater St. Louis area, offers Rams players and coaches a comprehensive eyecare program including: a full medical dilated eye exam, delivery of prescription for either eyeglasses or contacts, nerve fiber analysis, field test, pachymetry, retinal photos, contact lens evaluation and fitting and inventory of replacement contact lenses to be stored at Rams Park and at games. The eyecare program was designed to meet the specific needs of the team during their rigorous practice and game schedule. Clarkson also offers their LASIK services to eligible players as a component of the Rams eyecare program.

“We are proud to bring our existing partnership with Clarkson Eyecare full-circle by making them our official eyecare provider,” says Michael O’Keefe, manager of corporate sales and marketing for the Rams. “The fact that Clarkson is able to offer the Rams such a broad spectrum of vision care and products, combined with the credibility and reputation of their doctors, makes this plan a tremendous benefit to the team.”

Score it a touch down for both sides.
 —Jackie Micucci

Big
Country
Country music stars have always loved all that glitters. So it was not a total surprise that Daniel Swarovski Paris crystal eyewear was asked to be the official eyewear backstage at the 39th Annual Academy of Country Music Awards.

ACMA presenters, performers and nominees flew to Las Vegas for the live star-studded CBS telecast, held at Mandalay Bay Resort and Coliseum. Each star was personally presented the Swarovski eyewear collection and given a private fitting and photo shoot. Martina McBride, who won Female Artist of the Year, looked stunning in the 546-6050 while Leanne Rimes, who performed during the awards, fell in love with the 543-6051.

Rising stars of pop country Big & Rich made a bold red carpet entrance by arriving on horseback… and in their new Swarovski frames. Lead singer Big Kenny wore his 563-6050 onstage during their live performance.
Other stars who sparkled in their new frames were Eric Close of “Without a Trace” in style 563-6052, Kimberly Williams from the hit movies “Father of the Bride” and TV’s “According to Jim” in 569-5065 and “CSI: Miami” star Emily Proctor in 570-6052.  —JM
The red carpet. Making their grand entrance into the MTV Music Awards decked out in shades from Sàfilo are hip hop artist 1. Ludacris in Gucci style 1780/STS and 2. Dominic Monaghan—best known for his role as Meriadoc ‘Merry’ Brandybuck in the “Lord of the Rings” movies—in Burberry 9410/s… Heroic effort. Ray-Ban returned for the fourth year as a sponsor of “A Time for Heroes” benefiting the Elizabeth Glaser Pediatric AIDS Foundation (EGPAF). Through an ongoing relationship with EGPAF, the Luxottica brand is helping the foundation reach its goal of providing better medical treatments for children, preventing mother-to-child transmission of HIV and creating a healthier future for children worldwide. Ray-Ban was also on-hand to ensure the eyes of the more than 100 celebrity volunteers were protected. Among those helping out: “The Practice” star 3. Camryn Manheim in Ray-Ban style RB 3199 with her son Milo in Ray-Ban Junior style RJ 9019S; Academy Award winning actress 4. Kathy Bates in RB 4042, “Entertainment Tonight’s” 5. Steven Cojocaru in RB 3192 and heartthrob 6. Chris Carmark of “The O.C.” in RB 3194… Day by day. Wondering what goggles 7. Dennis Quaid’s character was wearing during the big freeze in the summer flick “The Day After Tomorrow”? Quaid kept his cool in the Krait style from Bollé… This eye wear. Professional “Newlywed” 8. Nick Lachey wearing Revolution Eyewear Sun style RES818… Oliver’s story. Actresses 9. Kate Beckinsale and 10. Claire Danes in the Oliver Peoples Bi Titanium sunglass, Makeda… Pool party. During the CineVegas Film Festival celebrities were given poolside sunglass fittings from Sàfilo at The Palms Hotel. Showing off their new shades are 11. Taye Diggs in Polo Sport 1041S and 12. John Leguizamo in the Baseline from Diesel. —JM
Business Model
With an eye toward the growth of both its business and its surrounding economic community, lens maker Continental Sales Company (CSC) of America has opened a new 54,000-square-foot facility in Watsonville, Calif.

CSC’s new robotic surfacing equipment allowed the manufacturer to double its lens production from 2,400 lenses per day to 5,000 lenses per day. The company invested more than $13 million in the facility, which is equipped with automated Loh machinery from Germany. CSC has assigned 2,500 square feet specifically for two AR coating systems from Satis. One machine produces the company’s own Millenia AR coating while the other produces Crizal AR including the new Alize AR.

In addition to its lab facility, 18,000 square feet of the new building is being used as a distribution center for frame and stock lens inventory. Another 7,000 square feet is being employed for administrative offices such as customer service, purchasing and export departments.

The Watsonville community sees the new facility as a boost for employment. Two area papers, the Santa Cruz Sentinel and the Register Pajaronian, have run stories focusing on the boom the site will mean for area business as well as the new jobs CSC will create.

Don Kim, president and owner of the 37-year-old CSC has also expressed interest in participating at career day events at local schools. Watsonville mayor Judy Doering-Nielsen describes the new site as “an absolute win for the city.”
—JM
lens marketing
by Andrew Karp


Looking Like a Million—Signet Armorlite climaxed its year-long, “Million Dollar Sweepstakes” by giving away $100,000 in prize money at the AOA Presidential Gala, which they also sponsored. The five winning practices are Drs. Saxon, Angle & Associates of Rocky Mount, Va.; Bryan Garretson, OD, Chico, Calif.; Naper Grove Vision Care, Naperville, Ill.; Alamo City Vision Source, San Antonio; and Sharper Vision Eyecare, Mesa, Ariz. Signet Armorlite vice president of sales and marketing Ed DeRosa also announced a second Million Dollar Sweepstakes set for the AOA Meeting in Dallas next June.

Big Buck Minutes—Optical Services International has completed a training session for sales consultants representing the OSI member laboratories. Each attendee was certified in a new series of ABO courses, entitled “The $2,000 Minute.”

Sales consultants were treated to three days of training, beginning with bestselling author, Benson Smith. Smith conducted the first session along with Steven Beck of the Gallup Organization. The course taught consultants new talents in a consulting role with their accounts. Linda Reynolds from Transitions Optical worked closely with the Gallup Organization and presented two programs available through Transitions.

New Selection—Select Optical in Columbus, Ohio, has introduced
a new proprietary AR product—TransDura AR Coating. The new lens treatment offering is the direct result of Select Optical’s purchase of a Satis MC 380H coater, as well as increased demand for AR lenses by the lab’s Ohio Valley customer base.

The new TransDura product is replacing Select Optical’s Transparence brand of AR lens, which the lab first started producing five years ago. Lothes (pictured at right) notes that Select Optical has “three-tier coating selection for our accounts. We will be promoting the TransDura as the premium in-house brand, featuring: quick turnaround times (two days or less), two times more scratch resistant than traditional coatings and three times easier to clean.”
Select Optical is supporting TransDura AR with patient brochures, an educational sell sheet for eyecare professionals, displays, and a special introductory promotion in which one Select Buck is offered every time one pair of TransDura AR lenses ordered.

 

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