1. washingtonbusinessjournal.com February 17-23, 2012
BizSmarts
Executive Profile Education: Bachelor’s in finance, master’s About lighting Mount Vernon: That was
of business administration, Virginia Tech a really rewarding project for our company.
Tom DeMuth First job: Cutting grass, raking leaves for
We still maintain all the lighting at the man-
sion. But just the history, the importance of
President, Vernon Daniel a neighbor. I was paid $1.35 an hour. To this the property, what it represents. The unique
Associates day, he’s probably still laughing at the good items we were illuminating — the mansion,
deal he got. Probably that was the point that trees planted in George Washington’s time
I said I had better learn negotiation skills. that have history behind it, the tomb.
Family: Wife Janet, rescue puppy named Biggest missed opportunity: We had the
Zuri; lives in D.C. opportunity to provide a lighting design for
the illumination of the Washington National
Business strategy Cathedral. Unfortunately we lost out to a
lighting company in New York. That would
How’s business? It’s been an interest- have been a fun project.
ing last few years. But we’ve done OK.
We’ve been very fortunate in that two True confessions
years ago we started offering LED
lighting systems, very energy-efficient, Personality in high school: Somewhat
long-life light sources. So they’ve quiet, pretty good student, played soccer.
been extremely well-received by our
clients. That’s really helped us the Your go-to karaoke song: I’m a terrible,
last few years during this downturn. terrible singer, and I wouldn’t put anyone
But we feel things are picking up. through that.
Next big goal: To continue grow- Favorite hobby: I really like sports, run-
ing, increase sales and get back to ning, kayaking, I play a little golf. We have
where we were before 2009. season tickets to the Hoyas. Reading. I sort
of dabble in stained glass.
How do you keep a competitive edge?
No. 1, we are up on technology, like LED. Car: A Toyota Rav4. It works out well for
Even before we started using it two years ago, hauling animals and kayaks.
we were researching it for five years. Solar
lighting is going to be a potential for us. And What would you do if not this? Be a
we specialize in lighting — that’s all we do. professional golfer probably, but I think it is
We’re not installing sprinkler systems, we’re probably impossible considering my handi-
not doing landscaping or anything else. Each cap is in the 20s. I think I’ll be a starving
one of our designers was personally trained golfer.
by [founder] Vernon Daniel. As a result, no
cookie-cutter designs. Favorite place outside of the office: The
The basics canal towpath for running, being able to kay-
Judgment calls ak on the Potomac.
Background: DeMuth first dabbled in the
landscape artistry business when he was a Best business decision: Expanding the Pet peeve: When people are late. I try to
boy. Little did he suspect that it would be- company. Going from just doing work in the be punctual, and I appreciate when other
come a full-time vocation. But DeMuth, 51, Washington area to now having branch of- people are too.
a one-time IBM Corp. finance and marketing fices from where we can do work all up and
executive, made a career switch 21 years ago down the East Coast. What’s on your iPod? I really like music,
to lead a landscape lighting company that so I have all sorts: jazz, Latin, blues, rock,
has illuminated everything from George- Toughest projects: An office building, zydeco, gospel, classical, even some opera
town’s posh backyards to George Washing- where you’re using more architectural, special-
ton’s Mount Vernon. ly designed fixtures that are out of the norm. Interview by Jarondakie Patrick
Reprinted with permission from the Washington Business Journal. ©2012, all rights reserved. Reprinted by Scoop ReprintSource 1-800-767-3263.