2004 Annual Report - The Vision Council

V I S I O N
C O U N C I L
O F
A M E R I C A
2 0 0 4
A N N U A L
R E P O R T
January 2005
Dear Friends,
Richard C. Elias
Chairman
Vision Council
of America
President
Transitions Optical
Vice President,
Optical Products
PPG Industries, Inc.
I am pleased to present you with the 2004 Annual Report of the Vision Council of America
(VCA). In the short period of time since the organization was formed in 2000, VCA has worked
on behalf of the ophthalmic community to increase the value of vision care and to grow the
eyewear market. Through our world-class trade shows, value-added member services, public
education campaigns and legislative outreach, we have been able to effect a very positive change
in the vision industry.
In 2004, VCA added 59 new members, its largest annual increase in membership. These
members took advantage of a variety of valuable benefits, such as networking and industry
meetings, Business Information Services, Vision Expo show discounts, and educational and
training programs, among others.
We enhanced our Vision Expo trade shows with new programs and exhibits, including
Business Edge, the Underground at the Javits, the Suites at the Venetian and the Sales Professional Incentive Program. We also improved our continuing education through the work of VCA’s
Education Task Force, which culminated in a million-dollar conference at Vision Expo West.
In addition, VCA broke records in its vision health outreach. Representatives of the Check
Yearly. See Clearly. campaign worked with over 10,000 eyecare professionals to educate patients
about vision health and the campaign garnered media placements in top publications such as
Parents, Better Homes & Gardens and the New York Daily News.
VCA has not only reached out to consumers, but also to policymakers. On the federal and
state levels we have supported legislation to increase the number of children who receive vision
care. From these efforts, 100 legislators have cosponsored VCA-backed legislation, HR 2173,
which advocates increased eye exams for children; and over 300 Congressional candidates have
expressed their willingness to address children’s vision issues.
Our 2004 Annual Report, Clear View. Clear Voice. reflects real accomplishments that translate
to each of our members’ bottom line. Together with our forward-looking industry leaders and
dedicated staff, we will build on our success in 2005 and, in the coming year, make the Vision
Council of America voice in the optical community even stronger.
Sincerely,
Richard C. Elias
Chairman
VCA ANNUAL REPORT 20 04 | 1
C
heck Yearly. See Clearly. reached
new heights in 2004, its third full
year. While thousands of eyecare
professionals (ECPs) continued to use
Check Yearly materials to promote regular
eye exams for every member of the family,
chain retailers, optical laboratories and
managed care providers became active
participants in the campaign. Coupled
with record-breaking media coverage
and direct-to-consumer outreach, the
campaign succeeded in delivering our
important messages to tens of millions
of Americans. Has all this worked?
Consider, since Check Yearly’s launch, the
average time interval between exams has
decreased, according to the 2004 Caring for
the Eyes of America report published by the
American Optometric Association.
Professionals Lead the Charge
Before Check Yearly, there were no
widely-available marketing or educational
materials promoting regular eye exams
for every member of the family. By
arming ECPs with items that deliver this
2 | C H E C K Y E A R LY. S E E C L E A R LY.
that’s exactly what’s happened in
2004 as optical laboratories, managed
vision care providers, retailers and
VCA members seized a growing role
in the success and implementation of
the campaign.
message, the Check Yearly campaign can
help practitioners pull more patients into
the exam lane.
The large number of orders for Check
Yearly materials reveals that ECPs
realize that by participating in the
campaign, they can significantly increase
the number of eye exams they perform.
In 2004, more than 10 million educational materials were distributed by
ECPs to their patients, a 250 percent
increase over the previous year and a
two-year increase of 500 percent.
Partners: The Key to Success
Check Yearly was designed as a
campaign in which the entire vision
community could participate. And
Optical laboratories played an
important role in the Check Yearly
campaign in 2004 by distributing close
to one million Check Yearly Insert
Cards with outgoing eyewear. Art
Waite, Sales Manager of Winchester
Optical and Past-President of OLA,
noted, “Check Yearly has become the
leader in consumer education.” He
added, “This is a great opportunity
for optical labs to proactively promote
regular vision care through a nationallyrecognized campaign.”
One of Check Yearly’s most prominent
supporters has been managed vision
care. Cole Managed Vision Care,
EyeMed and Spectera distributed
hundreds of thousands of Check
Yearly materials at open-enrollment
10,000,000
Number of Check Yearly
materials distributed in 2004.
250,000
Number of Check Yearly
materials ordered by school
nurses.
766
Number of Healthy Vision Kits
distributed to New York City
Schools.
757
Number of print articles
generated on vision health.
VCA ANNUAL REPORT 20 04 | 3
meetings to educate employees on the
importance of eye exams so they would
be more inclined to enroll in vision
coverage. In addition, to encourage
their members to utilize their vision
coverage, the managed care providers
distributed a quarterly Check Yearly
newsletter, called The I Care Newsletter,
to their members.
Part of the boom in Check Yearly
materials can also be attributed to
the support of chain retailers, such
as LensCrafters and Wal-Mart. For
example, to encourage parents to
schedule an eye exam for their children,
Wal-Mart distributed more than two
million Check Yearly children’s vision
brochures during the back to school
season. In addition, their stores ran
a 30-second Check Yearly in-store
radio spot.
Thousands of ECPs were recruited
to participate in Check Yearly thanks
to VCA members. Through a Check
Yearly “Special Gifts” brochure, which
VCA members can brand with their
name, members were able to recruit
thousands of ECPs. The goal of the
“Special Gifts” brochure was to entice
ECPs to participate by offering Check
Yearly staple items, such as the insert
cards and brochures, at no charge.
4 | C H E C K Y E A R LY. S E E C L E A R LY.
ECPs will then receive follow-up
materials to increase their participation
in the campaign.
Driving Consumers to
the Doctor
While ECPs and our partners
distributed the majority of educational
materials to consumers, Check Yearly
was able to reach millions more by
communicating directly with educators
and others.
“Thank you for the great
literature. It’s often hard to
convince parents that vision
has a very distinct impact
on learning!”
– Brenda Thielsen, R.N.
Millions of children have a vision
problem that affects their ability to
learn, so schools represent an excellent
avenue to reach parents and educators
with Check Yearly’s healthy vision
messages. A school mailer that included
a Check Yearly poster, educational
information and an order form for free
materials was sent to 40,000 elementary
contributed largely to our success in
influencing Americans.
schools. The order form generated
requests for an additional 250,000
Check Yearly materials.
The success of the elementary school
outreach led to an expansion of the
campaign’s partnership with Unite for
Sight, a nonprofit organization that
empowers communities worldwide
to improve eye health and eliminate
preventable blindness. Unite for Sight
distributed Check Yearly materials in
the past, but in 2004, it reached every
elementary school in New York City.
According to Jennifer Staple, Founder,
President and CEO of Unite for Sight,
“There is a large percentage of children
who start school every year without
receiving any vision care. By partnering
with the Check Yearly campaign, we can
educate parents, educators and school
nurses on the value of regular vision
care for children.”
Media Coverage
Reaches Millions
In 2004, the Check Yearly campaign
generated hundreds of articles in print
publications and broadcast segments on
radio and television stressing the importance of regular eye exams for every
member of the family. Seen by more
than 25 million people, these results
In January, Check Yearly launched
the Aging Eye media campaign in
partnership with the Alliance for
Aging Research to increase Americans’
3,792,981
hensive eye exams for those over the
age of forty. The Aging Eye media
campaign garnered coverage in 120
papers nationwide and was broadcast on
40 television news programs.
The annual Back to School media
effort also yielded significant coverage.
Working in partnership with the American
Optometric Association, the effort
focused on the link between healthy vision
and learning and featured New York City
school principal Peter McFarlane and
United States Senator Arlen Specter. The
effort succeeded in generating more than
400 television placements and nearly 50
articles in “top-tier” print publications.
awareness about age-related eye disease.
Based on data from the National Eye
Institute of the National Institutes of
Health, the campaign dispelled common
myths about glaucoma and age-related
macular degeneration. By breaking down
the data demographically, the campaign
showed the prevalence of such diseases
and illustrated need for regular compre-
Viewers of Back to School
video news release.
363
Number of placements of
Computer Eye Strain PSA.
70
Optical labs distributing Check
Yearly Insert Cards.
Computer eye strain was another issue
tackled by the campaign in 2004 with
the development and distribution of a
print public service announcement (PSA)
stressing eye exams and the availability
of computer eyewear. By year-end, the
PSA had already been published in more
than 300 print publications, including
InStyle, and had yielded a five-to-one
return on investment (based on advertising value of placements generated).
Check Yearly has established a solid
reputation throughout the vision professions, education community and media
and will look to build upon this success
in 2005 and beyond.
VCA ANNUAL REPORT 20 04 | 5
TRADE SHOWS | 7
6 | VCA ANNUAL REPORT 20 04
G
1,000,000
Dollars of new business at the
shows via MVP Program.
4,000
Number of conferees at recordbreaking Vision Expo West.
3,600
Number of unique visitors
to the appointment-only
Underground.
897
Conferees delivered to show
floor through daily promotions
at Midwest Vision Congress
and Expo.
814
New attendees to Vision Expo
East and West shows via Sales
Professional Incentive Program.
rowth, performance and
initiative distinguished International Vision Expo and the
Midwest Vision Congress and Expo
trade shows in 2004. By enhancing
continuing education programs, implementing attendance-building strategies
and constantly looking for new ways to
improve the exhibitor experience, our
shows cemented their position as the
vision community’s top meeting place
and education forum.
As a result, our three trade shows
drew an audience of more than 30,000
people and received high praise from
both eyecare professionals and exhibiting members. “I’ve been so delighted
with Expo,” said retailer and designer
Jason Kirk of Kirk Originals, a Galleria
exhibitor, while attendee Tom Hicks
of Oxford, Ohio simply stated, “Expo
East is great!”
partnerships with vision care organizations, publications and professional
groups, nearly $50,000 was made available
and resulted in 286 new conference
participants. Extra revenue was also raised
as many recipients purchased additional
continuing education courses to augment
their scholarship.
Learning from the Best
International Vision Expo East and
West educate more eyecare professionals each year than any other vision
care event - more than 5,000 in 2004
alone. And thanks to new and exciting
courses and incentives for eyecare
professionals to participate, our shows
experienced record-breaking attendance
and revenue growth in 2004.
Continuing education scholarships were
offered to eyecare professionals in 2004
in an effort to boost attendance. Through
Educational content was also improved
through the leadership of a newlycreated Conference Advisory Board.
Comprised of optometrists, ophthalmologists and opticians, the Board
actively participated in the development
of the curriculum which resulted in
greater interactivity, innovative speakers
and cutting-edge topics.
“Outstanding, superb and amazing!”
were the three words Stephen Belanger,
an optometrist with Belanger and Marra
Doctors of Optometry in Toledo,
Ohio used to describe the conference.
TRADE SHOWS | 9
8 | VCA ANNUAL REPORT 20 04
286
Number of CE scholarships
given to new conference
attendees at Vision Expo West.
100
Percent increase in Exhibitor
VIP Tickets for Vision Expo East.
28
Percent increase in attendance
at Vision Expo East.
5
New companies exhibiting
at Vision Expo East with introduction of the Underground.
1
New Conference Advisory
Board to develop CE program
for Vision Expo.
“I have been attending seminars for 22
years,” he stated, “and this educational
experience ranks among the best.”
Building a Better Audience
By partnering with member companies,
VCA achieved two of its top long-term
goals: increasing show attendance and
bringing more qualified buyers to the
show floor.
More than 20 VCA member companies
participated in the Sales Professional
Incentive Program, which rewards sales
professionals for registering new show
attendees. More than 110 sales representatives actively participated and resulted
in nearly 1,000 new buyers coming to
the show. Linda Pack of Modern Optical
was the top producer, recruiting 87 of
her customers to attend.
In addition to increasing attendance,
VCA Full Member companies brought
more qualified buyers to the show floor
this year through the Most Valuable
Professional (MVP) program. This
initiative, which provides $500 scholarships to highly qualified attendees who
have not attended a show in recent
years, resulted in $1 million in new sales
according to post-show surveys.
VCA also worked to boost attendee
buying power in 2004. A new Buying and
Merchandising Track taught participants
how to build a buying plan, partner with
new vendors, manage inventory and
“We were 25 percent ahead
in terms of both dollars and
orders at the end of day
one and by 2 p.m. Saturday,
we had already equaled last
year’s second day. Things
are looking great!”
– Don Howard, Kenmark Group
improve product sell-through. A detailed
Buyer’s Guide distributed to all attendees
provided guidance on effective use of
time at the shows.
The result? According to Optical
Dynamics’ Paul Michaelson, “the
people who have come to our booth
are high-quality… we’ve had some
great meetings.” Larry Clarke of Satis
Vacuum of America described the
quality of International Vision Expo
West attendees as “outstanding,” further
stating that “[they] are here to buy.”
Showing Off the Show Floor
Improving the show floor and enticing
attendees to spend more time with
exhibitors continued to be top goals
in 2004.
Sixteen companies came together and
participated in The Underground, the
swanky East Coast sister of International Vision Expo West’s Suites
program. The appointment-only,
high-end salon saw more than 3,600
unique visitors and eliminated the need
for attendees to visit off-site suites and
showrooms not affiliated with the show.
Exhibitors gushed at the results. “I’m so
happy to be part of The Underground,”
said eyewear retailer and designer
Robert Marc. “Show management did
an incredible job of giving us a venue
and finding a way to give us a voice - it
feels more like an event down here than
a show.” “We got more done on the first
day,” said Underground exhibitor Nancy
DiCosmo of Au Courant Opticians,
“than in all three days last year.”
Exhibitor education sessions also helped
exhibitors make the most out of their
time on the show floor. New York’s
“Inside the Mind of the Buyer” and Las
Vegas’ “Secrets of the Aisles” offered the
chance to hear directly from buyers about
purchasing behaviors and provided tips for
maximizing time spent on the show floor.
Midwest Vision Congress & Expo
attendees also spent more time on the
show floor as a result of VCA efforts.
An extended conference break coupled
with a variety of show floor promotions, like free lunches, drove nearly 900
continuing education conferees into the
exhibit hall.
Pittsburgh-area retailer Norman Childs
summed it up best. “There’s a new
energy here, and anyone who can’t feel
it isn’t really looking.”
P
roviding the tools and resources
that members need to improve
their bottom line remained a
top goal for VCA in 2004. Through
a combination of programs aimed
at improving communications and
networking opportunities, innovative
division initiatives to grow the eyecare
marketplace, and setting the standards
by which eyewear is manufactured,
VCA benefits each and every one of
its members.
As a result of its continued focus
on providing value-added member
services, VCA membership continued
to grow. Nearly 60 new members
were added to the rolls this year, an
increase of 48 percent, bringing the
total to 166. This represents a 113
percent increase in membership since
2002, when only 84 companies were
members of the organization.
113% Growth
in membership since 2002
166
114
78
2001
84
2002
2003
2004
Getting to Know You
Two VIP lounges debuted at International Vision Expo East and West in
2004. In addition to providing a refuge
from the often hectic show floor, the
lounges provided an excellent opportunity for members to meet, share
experiences and conduct business. More
than 5,500 lounge visits were tallied
during the course of the two shows.
The 2004 VCA Winter Meeting, held
in Park City, Utah also gave members
an excellent venue to network, relax
and sharpen their business skills. Nearly
150 representatives from VCA member
companies attended the meeting and
participated in the numerous business
sessions, division meetings and ample
social opportunities.
Improving the dialogue between VCA
and its members was also a high priority
in 2004. More than 40 personal visits
between VCA staff and members were
166
Current number of VCA
members.
59
Number of new members in
2004.
48
Percent growth in VCA
membership.
225,000
Dollars saved by members
through exhibiting discounts at
Vision Expo.
Good communication is key to any
successful relationship, so in 2004 VCA
sponsored a variety of initiatives aimed at
increasing member-to-member and VCAto-member networking opportunities.
10 | MEMBERSHIP
V C A A N N U A L R E P O R T 2 0 0 4 | 11
and retailers. As a result, eyewear
purchasers were educated about a wide
array of available lens options.
Titanium topped the Frame Division’s
list of concerns in 2004 and resulted
in the creation of the Titanium Frame
Certification Program. By developing lens logos and counter cards,
the division educated thousands of
consumers and eyecare professionals
about the benefits of titanium frames.
conducted in order to discuss available
programs and services. These meetings
also provided an excellent opportunity
for VCA staff to learn from members
how to improve our services.
Lastly, electronic communication with
members was enhanced through the
creation of a “Members Only” section of
the VCA website, enabling online updates
of contact information. The VCA
Membership Directory was also placed
online in an effort to increase utilization
and the weekly FYEO newsletter streamlined to improve readability.
12 | M EM B ER S H I P
Improving the Industry
Communication is key, but improving
the vision care marketplace is a primary
reason why so many companies have
joined VCA in the last two years.
By working together through VCA’s
business-specific divisions, members
can develop solutions and strategies
that work.
The Lens Division saw tremendous
success with Lenses and Lifestyles, its
patient education magazine, in 2004.
More than 125,000 copies of the
product-neutral publication were
distributed to eyecare professionals
The Lens Processing Technology
Division addressed the challenges
associated with rimless eyewear
through the creation of a new
communication standard. The new
standard will help reduce spoilage
through enhanced automation as well
as deliver more quickly new products
to the marketplace.
The Low Vision Division and its 26
members wasted no time in coming
together to develop a campaign to
increase the usage of low vision
products and services. By the end of
2004 they had created an education
program, public service announcement
campaign and educational supplement
to be launched in 2005.
Setting the Standards
Through VCA’s participation in the
development of American and international standards, and with the technical
expertise of our members, VCA
remained the industry leader in eyewear
technical matters in 2004.
Two international frames issues were the
focus of VCA efforts in 2004. First, we
continue to urge European nations to
develop satisfactory methods for testing
nickel release from frames. Second, VCA
initiated work on an electronic communication standard to be used by frame
manufacturers when providing data
such as lens shape and drilling locations.
Additional data needed for preparing
lenses and mounting them in the frame
may also be included.
VCA’s new Low Vision Division quickly
became involved in standards work.
With input from division members,
VCA improved a pending ANSI
standard for electro-optical aids to
better meet the needs of the U.S.
marketplace, which gained the acceptance of the ANSI committee.
“The VCA member
benefits such as discounts
on exhibiting costs, market
research and educational
tools have been able to
keep us competitive in the
ever-changing market place.” To educate optical laboratories on the
– Robert Liener, President,
A&A Optical
The American National Standards
Institute began its revision of the U.S.
standard for complete spectacles, ANSI
Z80.1, in 2004 with major input from
VCA. In addition, VCA continued to
participate in development of a global
sunglass standard at the International
Standards Organization (ISO). This will
simplify the task of meeting the different
sunglass standards of several nations.
importance of lens impact testing, VCA
joined forces with the Optical Laboratories Association and sponsored the
Lens Impact Resistance Summit and
Reception. This special event took place
at International Vision Expo West and
was attended by representatives from
more than 60 laboratories.
2,165
Total number of visits to the VIP
Lounge at Vision Expo.
20+
Percent of combined exhibit
savings for members at Vision
Expo Shows.
3,551
Total number of visits to the
Sales Professional Lounge at
Vision Expo.
125,000
Number of Lenses and Lifestyles
magazines distributed.
VC A A N N UA L R EP O R T 2 0 0 4 | 13
B U S I N E S S I N F O R M A T I O N S E R V I C E S | 15
14 | VC A A N N UA L R EP O R T 2 0 0 4
I
ndustry information and trend data
are crucial components to a winning
business strategy. In an effort to
provide the information members need
on a regular and recurring basis, VCA
launched its Business Information
Services (BIS) initiative and in 2004, it
maintained its place as the most important
source for industry-specific data.
18
Number of internet surveys
conducted.
25
Percent increase of participants
in the Frame Benchmarking
Study.
12,125
Total number of consumer
interviews conducted.
201
Independent stores
participating as members
of Ophthalmic Retail Study.
99
Chain stores participating
as members of Ophthalmic
Retail Study.
12
Programs and services
available through BIS.
A National Snapshot
The VCA Shipments Report is the only
source for important trend information
on national buying and selling decisions
of frame, lens and equipment manufacturers. The data covered in the report
includes materials, distribution channels
and price information for retail and
wholesale customers. Not only is this
data critical for the vision care industry,
but the media has begun to use it. A July
Wall Street Journal article on the growth of
photochromic lenses, for example, relied
heavily on information provided through
the Shipments Report.
Edging the Competition
How frequently do you use edging
equipment? When do you plan to
make your next purchase of edging
equipment? Those and other questions
were sent to more than 7,000 eyecare
professionals in 2004 in an effort to
determine current use and forecast
future growth of this segment of the
eyewear marketplace. The final report
includes an executive summary, a master
questionnaire and a full set of tables
with cross-tabs of the questions.
Reporting on Retailers
The Ophthalmic Retail Study (ORS) is
the only nationally-representative survey
of optical retail establishments that
tracks the sale of ophthalmic products.
In an effort to provide even more value
to subscribers and the entire VCA
membership, significant enhancements
were made to the ORS in 2004.
For example, data collection was reconfigured to provide greater emphasis
on some of the most critical segments
of the ophthalmic market: progressive
lenses, photochromic lenses and the
costs of add-on lens features like
polarization and AR coatings. Members
were also asked to help update the ORS
product list to ensure greater accuracy;
additional updates will be performed
twice annually in the future.
In an effort to ensure greater use of the
report, and greater familiarity with the
information it contains, complimentary
copies of the ORS Detail Report were
provided to all VCA members in the
second quarter of 2004. The quarterly
Executive Summary and Detail Reports
are offered free to all members, while
the Brand Report remains available on a
subscription-only basis.
How are You Doing?
Ever wondered how your company’s
business practices measure up against
your peers in the vision care industry?
That’s exactly what the VCA Benchmarking Study can provide - detailed
financial, operating and productivity
ratios for companies that manufacture
and/or distribute ophthalmic products.
Started in 2001, the survey has remained
popular among VCA members, frame
manufacturers and distributors in
particular. In 2004, the Benchmarking
Study saw a 25 percent increase in the
number of participating companies and
a two-year increase in participation of
nearly 65 percent.
E
yecessorize, VCA’s eyewear fashion
and lifestyle initiative, continues to
achieve great results in its effort
to showcase VCA members’ products as
a “must have” fashion accessory and to
educate consumers about the importance
of eyewear function and fit.
The primary goal of the Eyecessorize
campaign is to secure print and broadcast
media coverage that delivers these
important messages to consumers. In
2004, Eyecessorize worked with media
outlets nationwide and succeeded in
promoting our members’ products to
millions of Americans.
The Source for Trends
Thanks to the depth of VCA’s
membership, Eyecessorize has become
the most trusted resource for the
latest information on eyewear fashion
trends. In 2004, seasonal press kits were
16 | E Y ECE SSO RIZE
Targeting Our Approach
Fashion is fun, but consumers need
to be educated on eyewear function
and how to get the best fit. That’s why
Eyecessorize issued multiple media
releases relating to the use and proper
selection of eyewear.
distributed to the media in the spring
and fall and highlighted the newest
trends and technologies in eyewear.
The kits included useful information
on the different lens options available
to consumers, how to select the most
appropriate type of glasses for children
and the importance of stylish and
fashionable readers. Media coverage
from these kits resulted in placements in
multiple top-tier print publications and
millions of impressions with consumers.
Through these releases consumers
were told how winter sports eyewear
and polarized lenses can enhance
performance, why it’s important to
invest in high-quality sunwear and
how to choose the perfect pair of
eyewear based upon their face shape
and coloring.
A full-page advertorial published
in the March edition of InStyle
promoted Eyecessorize and directed
the magazine’s 1.5 million readers to
the program’s website for the latest
frame and lens options. This and other
efforts resulted in more than 50,000
consumers visiting the site in 2004.
20,806,855
Print media impressions
generated by Eyecessorize
fashion outreach.
23
Number of television segments
in top-20 markets featuring
VCA Full Members.
50,258
Visitors to
www.eyecessorize.com.
400
Number of seasonal press kits
sent to fashion editors.
824
Number of publications citing
VCA as an eyewear resource.
5,900,000
Viewers of Today Show
“Brilliant Buys.”
V C A A N N UA L R E P O R T 2 0 0 4 | 17
TOP 50 PRINT PLACEMENTS (circulation)
Look, We’re on TV!
Print coverage is great, but getting on
television is even better. That’s why,
in 2004, Eyecessorize sought to
generate broadcast media coverage
for as many VCA members as possible.
Through local on-air interviews with
television-savvy fashion spokespersons, media tours and product
placements, Eyecessorize told millions
of Americans that eyewear is a
necessary part of one’s wardrobe.
“To be included in
Eyecessorize is truly
wonderful. This not only
helps each company,
but also helps to show
how important eyewear is
to fashion.”
Max and Rivka Estroff, Owners, Grant
USA/Estroff Optical
Most impressive was the Eyecessorize program’s collaboration with the
nationally-broadcast NBC Today Show. Its
“Brilliant Buys” segment in April, 2004
was entirely devoted to the latest fashions
in ophthalmic frames and lens information
for consumers and featured several VCA
members’ products. Other nationally
syndicated programs that showcased
VCA member products through Eyecessorize include Live! With Regis and Kelly and
Extra TV. As a result of these efforts,
many members’ products received prime
national media exposure.
Multiple media tours were also conducted
throughout the year, which brought
eyewear trends and technologies to
consumers in markets nationwide. The
Mother’s Day tour, Travel Smart tour and
the Back to School Fashion tour featured
VCA members’ products and reached
millions of consumers with the
Eyecessorize message.
Expo-sing Our Shows
Eyecessorize also helped the International
Vision Expos generate record-breaking
media coverage and wide exposure for
exhibiting members’ products. Both
International Vision Expo East and West
received print and broadcast coverage in
their local markets of New York and Las
Vegas, but also on nationally syndicated
programs such as ABC’s World News Now.
18 | E Y ECESSORIZE
1.
2.
3.
4.
5.
6.
The fashion coverage generated by
Eyecessorize works to not only promote
members’ products, but also the entire
vision industry. Through its media
outreach surrounding eyewear trends,
function and Vision Expos, Eyecessorize
has brought the fashion and lifestyle
aspects of eyewear to countless consumers.
Redbook (2,380,410)
Parents (2,088,162)
National Enquirer (2,076,032)
InStyle (1,660,193)
Woman’s World (1,655,799)
Sunday Denver Post and Rocky
Mountain News (790,508)
7. Houston Chronicle (739,389)
8. Chicago Tribune (613,509)
9. Newark Sunday Star-Ledger
(609,514)
10. Arizona Republic (489,131)
11. Pittsburgh Post-Gazette
(409,217)
12. Indianapolis Star (367,142)
13. Detroit Free Press (363,490)
14. Miami Herald (328,124)
15. Louisville Courier-Journal
(285,286)
16. San Antonio Express News
(276,423)
17. Richmond Times Dispatch
(229,818)
18. Cincinnati Enquirer (218,514)
19. Los Angeles Daily News
(203,000)
20. Omaha World Herald (200,238)
21. Riverside Press-Enterprise
(190,773)
22. Palm Beach Post (181,312)
23. Seattle Post-Intelligencer
(147,866)
24. Honolulu Advertiser (147,714)
25. Toledo Blade (139,293)
26. Springfield Sunday Republican
(131,961)
27. Mobile Register (115,000)
28. Arizona Daily Star (107,814)
29. Charleston Post and Courier
(102,182)
30. Fort Myers News-Press (102,134)
31. Jackson Clarion-Ledger
(101,886)
32. Albany Times Union (101,292)
33. Greenville News (91,060)
34. Winston-Salem Journal (86,699)
35. Lincoln Journal Star (83,571)
36. Corpus Christi Caller-Times
(81,099)
37. Connecticut Post (78,374)
38. Lansing State Journal (73,033)
39. Bakersfield Californian (69,728)
40. Quincy Patriot Ledger (64,935)
41. Springfield News-Leader
(64,173)
42. Honolulu Star (64,000)
43. Ogden Standard-Examiner
(61,491)
44. Palm Springs Desert Sun
(60,938)
45. Myrtle Beach Sun News (59,954)
46. Green Bay Press-Gazette
(56,785)
47. Lafayette Sunday Advertiser
(56,279)
48. Asheville Citizen-Times (55,071)
49. Montgomery Advertiser (52,000)
50. Vancouver Columbian (51,503)
VC A A N N UA L R EP O R T 2 0 0 4 | 19
A D V O C A C Y | 21
20 | VCA ANNUAL REPORT 20 04
7
Editorials published by the New
York Daily News on kids’ eye
exams and the failure of the
city’s vision screening system.
98
Attendees at Vision Expo East
reception for U.S. Representative
Bill Pascrell (D-NJ).
100
Members of Congress that
cosponsored HR 2173,
VCA-supported legislation
in Congress.
301
Candidates for the U.S. Congress
that pledged their support, if
elected, for kids’ vision health.
15,000
Children in Massachusetts that
will receive an eye exam as a
result of the state’s new eye
exam law.
15,000
Dollars contributed to Vision
PAC by VCA members.
8,000,000
U.S. Government employees
and retirees with improved
vision care coverage as a result
of a 2004-enacted law.
T
he Vision Council of America
continues to increase its profile, and
generate results, as a leading voice
on vision care in the nation’s halls of power.
Associates, “Eye Exams for Children:
Their Impact and Cost Effectiveness”
found that giving eye exams to all
children is a highly cost effective medical
intervention, while “Childhood Vision:
What the Research Tells Us,” published
by the Center for Health and Health
Care in Schools at George Washington
University, informed educators about the
impact of uncorrected vision problems
in children.
Capitalizing on a Need
The importance of eye exams for children
continued to be a hot topic in Washington,
DC. Exactly 100 members of Congress
endorsed legislation introduced by Representative Bill Pascrell (D-NJ) that would provide
states with funds to increase the number of
children that receive an eye exam. And more
than 300 candidates for Congress pledged
their support for eye exams during the 2004
election campaign, laying the groundwork for
greater gains in 2005.
We expanded our advocacy in Washington
by focusing on the importance of eye
exams for older Americans. United States
Senator Christopher Bond (R-MO)
requested a formal study to determine what
the federal government could do to increase
eye exams among the 50+ population.
VCA also strongly supported the enactment
of a new law that would expand vision care
services for more than eight million federal
government employees and retirees.
States and Cities Take Action
The PAC with Vision
Advocates in Massachusetts and several
other states succeeded in placing eye
exams for children on the radar screen
of their state policymakers. Massachusetts enacted a law that requires a vision
screening for all children prior to school
entry and mandatory eye exams for
any children that fail a screening. It is
estimated that the new law will result in
15,000 additional eye exams per year.
Members made our advocacy a success
with record-breaking participation in
Vision PAC. More than 100 representatives of VCA member companies
contributed in 2004, the largest number
ever to participate. More than $15,000
was raised through these efforts and
will be used to support candidates
that support improved vision care.
One first-time congressional candidate supported by Vision PAC in 2004,
Alyson Schwartz (D-PA), was elected
to Congress in November and has
pledged her support to work with VCA
in 2005.
Providing the Facts
Advocates received a boost in 2004 with
the publication of two studies on the
importance of eye exams for children
that were funded by VCA. Issued by Abt
I
n order to better serve our
members, VCA is constantly
reviewing and improving its
operations in its home office to ensure
the success of the organization.
Human Resources
In 2004, VCA implemented two
additional benefits to its employees:
a Flexible Spending Account (FSA) and
a Flextime Program.
The FSA affords employees the opportunity to set aside a certain amount of
money each pay period, on a pre-tax basis,
for items that are not currently covered
under the health insurance coverage. This
program allows employees to realize tax
savings that they may not have otherwise
been able to.
The goal of VCA’s Flextime Program
is to allow employees to better manage
personal and work activities with improved
quality of life, but without compromising
services to the membership.
2 2 | A D M I N I S T R AT I O N
The tables below represent budgeted figures. This budget reflects a net
income from operations of $261,185, resulting in net assets, or reserves,
of $9,380,448.
Administration
VCA Revenue
VCA continued to ensure that operations for the trade shows and main
headquarters will not be interrupted
in an emergency situation. VCA
annually reviews and revises these
plans so that future situations have little
or no effect on VCA’s operations.
Shows & Expositions
Dues & Assessments
Short Term Investment Interest
Other (Royalties, Publications, Services)
Finance
We continually analyze our internal
operations to bring VCA products and
services to our members as efficiently
as possible. In 2005, VCA will be
diversifying its revenue sources from
its dependence on Vision Expos.
These entrepreneurial spirits, very
similar to VCA members’ own drive
to succeed, will be searching to bring
new products and services to members
and the industry.
Total
$5,828,400 (81%)
690,000 (10%)
80,000 (1%)
641,200 (8%)
$7,239,600
VCA Expenses
Strategic Communications
Advocacy
Member Services
Shows & Meetings
General & Administration
Total
Net Income from Operations
Long Term Investment Income
Total Net Income
$1,335,916
355,273
2,044,859
2,147,809
1,094,558
(19%)
(5%)
(29%)
(31%)
(16%)
$6,978,415
$261,185
$250,000
$511,185
VCA ANNUAL REPORT 20 04 | 23
2004 Board Members
Al Berg
Marchon Eyewear
Secretary
Richard Elias
PPG Industries, Inc.
Chairman
Richard Bullwinkle
DAC Vision
Treasurer
John Fried
LOH Optical Machinery
L. Peter Frieder, Jr.
Essilor of America, (Gentex)
Immediate Past President
Larry Clarke
Satis Vacuum of America
R. Michael Daley
Essilor Lenses
Andrea Gluck
Eyewear Designs Limited
Vice Chairman
Ronald DeLong
Vision Advantage
International, Inc.
Claudio Gottardi
Safilo USA
Edward Greene
Carl Zeiss Optical, Inc.
Stephen Schuster
Hydrogel Vision Corporation
John Hancock
Gerber Coburn Optical
Giuseppe Servidori
Luxottica Group
Mike Hundert
REM Eyewear
Robert Shyer
Zyloware Corporation
Raanan Naftalovich
Shamir Insight Inc.
Susan Taub, M.D., F.A.C.S
The Taub Eye Center
Joseph David Ripps
Younger Optics
William Thomas
CEO
Alan Ritter
Universal Photonics
2004 Members
21st Century Optics
A&A Optical Company
A.I.T. Industries
AAi Foster Grant
ABS Smart Mirror
Allison USA
AO Sola North America
Art Optical Contact Lens Inc.
Astucci US Limited
Avalon Eyewear Inc./Lab Tech Inc.
B. Robinson Optical Inc.
Balester Optical
BBH Eyewear Inc.
Beecher Research, Inc.
Best Image Optical
BMC Industries/Vision-Ease Lens
Boucher Communications
Briot-Weco
Bushnell Performance Optics
Cadore Moda USA
California Optical
Carl Zeiss AG
Carl Zeiss Optical, Inc.
Chadwick Optical
Charmant Group Inc., USA
Cinzia Designs
Clariti Eyewear
Corinne McCormack Inc.
Corning Incorporated
Crystalline LLC
CTP Coil Inc.
DAC International
DAC Vision
Dakota Optical
Designs for Vision, Inc.
Dioptics Medical Products
Eastern States Eyewear
Edwards Optical, Inc.
Elite Eyewear
Enhanced Vision
Eschenbach Optik of America
Essilor of America
Excelite Inc.
Eye Q Eyewear Incorporated
EYECOM
Eyewear By ROI
Eyewear Designs Limited
Fashion Optical Displays
Fedon America
Ferro Electronic Materials
First Vision Media Group
Fitovers Eyewear USA
Freedom Vision
Gerber Coburn Optical, Inc.
Global Optics Inc.
Grant USA/Estroff Optical
Great Lakes Chemical Corporation
Hart Specialties Incorporated
Hoya Corporation
I-dealoptics
Independent Living Aids
Indo Lens US
Innoventions Inc.
Intercast Europe
Jobson Publishing Corporation
Kaenon Polarized
Kasperek USA Optical
KBco The Polarized
Lens Company
24 | VCA ANNUAL REPORT
Kenmark Group
L’Amy Incorporated
Lafont Co
Lantis Eyewear Corporation
LBI
Legacie Accessories
Leybold Optics
Lightbenders Inc.
Lighthouse International
Live Eyewear
LOH Optical Machinery
LS&S, LLC
Luxottica Group
Magnisight Inc.
Management Recruiters
Menlo Park
Marchon Eyewear, Inc.
Marcolin USA, Inc.
Match Eyewear
Miki Sangyo (USA) Inc.
Mitani USA Inc.
Mitsui Chemicals America, Inc.
Modern Optical
Morel Cottet
Nanofilm
National Optronics, Inc.
Neostyle Eyewear Corporation
New Millennium Eyewear Group
Noir Medical Technologies Inc.
Nouveau Eyewear
Ocutech, Inc.
Olivetti Consulting
Opsales Inc.
Optelec
Optical Auctions
Optical Distributors
International Inc.
Optical Dynamics Corporation
Optical Services International
Optical Software Inc.
Optical Supply Group
Optical Synergies
Optical Works Corporation
Opticom Incorporated
Optiline Inc.
Pech Optical Corporation
PPG Industries, Inc.
Practical Systems Inc.
Precision Optical Company
PRIO Corporation
Productos Opticos
Y Soluolones S.A. De C.V.
Pulse Data Humanware
REM Eyewear
Rodenstock North America
Ron’s Optical Case Company
Sadler Optical Tools & Findings
Safilo USA
Salem Vision Group
Santinelli International
Satis Vacuum of America
Schneider Optics Machine
SDC Technologies, Inc.
See More Vision Products
Seiko Optical Products of
America, Inc.
Shamir Insight Inc.
Signet Armorlite, Inc.
Slack Inc.
Smilen Eyewear
Softlight Inc.
Somo Optical
Southern Group Enterprise
Specialist Data Solutions
Spectacle Lens Group
SPS Associates
Super Systems Optical
Tabco Optical Incorporated
Tech Optics International
Teijin Chemicals Ltd.
Telesensory Corporation
The Hilsinger Company/Hilco
Times Corporation
Titmus Optical Inc.
Tokuyama America, Inc.
Transitions Optical, Inc.
Tura Incorporated
Tuscany Eyewear
Ultra Optics Company
Ultra Palm Optical
Universal Photonics Inc.
Value Eyewear/Vivid Eyewear
Vision Advantage International, Inc.
Vision Star LLC
Vision Technology Inc.
VSP Lab - Columbus
Walman Optical
Walters Low Vision Optics
Winchester Optical
Windsor Eyes
Younger Optics
Zyloware Corporation
1700 Diagonal Road
Suite 500
Alexandria, VA 22314
P: 703.548.4560
F: 703.548.4580
vca@visionsite.org