Today we’d like to introduce you to Joey Nicotera.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I’ve always been fascinated by lights. When I was younger, lighting technology was basically a series of dimmers and colored gels that allowed you to combine colors to create new effects. I did a lot of experimentation with light and ran up my parents’ electric bill in the process. Fast forward to High School when it was suggested that my fascination with light be parlayed into a career as an electrical engineer.
Six months into that, and I knew it wasn’t for me. I didn’t want to *build* lights, I wanted to use and create with them. My educational switch into Psychology allowed me to explore the effect of color and light on emotion and behavior, and although I ended up going back into technology, it was an article in Wired magazine that changed everything.
The article was about a color-changing light fixture that used LEDs instead of gels to mix colors, and it could do it without outputting any heat, and use very little energy. I vowed that I’d have those in my house someday, and when I was looking to buy my own first place, I had the lights before I had the mortgage.
You would think that putting colored lights in your condo would elicit chuckles and the smiles of friends and family that knew and supported my passion but at the same time thought I was ridiculous. Just the opposite happened, people loved it. Through a series of right-place-right-time moments, I started getting press. First was the Boston Metro, then the website Apartment Therapy, and soon, and soon was Intelligent Life Magazine, the Associated Press, and HGTV.
From there I started lighting restaurants, houses, trade shows, all with this new LED technology that now is so ubiquitous. A few years ago, after a successful installation at the Boston Museum of Science (which is now in the Blue Wing), I started to get burnt out on permanent installations. I wanted to do something with light that was instant and could be moved and changed as needed. A friend mentioned she went to a wedding with uplights, and I should try that.
Sure enough, I did, and with one wedding done, Retonica was reborn. Now we do events from 10 people to 1000 and using the fully wireless technology we have transformed areas of all shapes and sizes. Because we use very little conventionally-powered fixtures, we can bring light to places that don’t normally get it–inside ice sculptures, under water, under centerpieces, etc. and everything is fully wirelessly controlled. It’s awesome and every time we finish a setup and hit that button to test it all, it feels like magic–and we get to share that magic with our clients.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It certainly hasn’t been a smooth road. Permanent installation projects come with a number of regulations and rules, some concrete and others abstract. Having to convince inspectors that low-voltage lighting doesn’t require the same standards as line voltage, and having to prove that LEDs do not generate heat the way incandescent bulbs do is easy now, but 10 years ago it was an endless struggle. I almost gave up because of that, but again, every time I saw something light up, it was worth it.
Retonica – what should we know? What do you guys do best? What sets you apart from the competition?
Retonica first and foremost is an event lighting company. We set ourselves apart by offering hundreds of completely wireless light fixtures, but we also have high-powered lasers, projection mapping services, and a bunch of other beautiful and highly customizable lighting options.
We set ourselves apart primarily but not having to run wires, which dramatically lowers our costs and allows us to pass along those savings to our customers. At a recent fundraising gala for over 750 people with over 260 lights (and three lasers), we were able to light everything from a stage to an indoor swimming pool in under three hours, only needing to use one power outlet.
We are most proud of our artistic approach to lighting. Instead of going into a room and just placing uplights, we look for architectural features, reflections, and other elements that will make the entire space look better, and during the event, if we feel it’s not up to our standards, we move the lights until it is.
In addition, we sell what we use. We represent a number of lighting manufacturers and aren’t afraid to share our secrets with whoever asks us, especially if it’s someone new to the industry that’s wondering where to invest their money. True it could lower our own business having someone else buy what we have, but I am a firm believer in helping anyone start up in this rewarding field, especially because I started this from nothing. I want to pay it forward.
What moment in your career do you look back most fondly on?
Without a doubt, it’s when I was asked to design a light installation in the atrium of the Museum of Science. I mentioned earlier that it’s now in the Blue Wing and hopefully will stay there for some time to come.
Contact Info:
- Address: 23 Downing Road
- Website: www.retonica.com
- Phone: 978-530-4177
- Email: joey@retonica.com
- Instagram: instagram.com/retonica
- Facebook: facebook.com/retonica
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