Blizzard Lighting Appoints AVL Veterans Sound & Sales West as New Representative

January 31, 2024

Partnership Strengthens Blizzard’s West Coast Footprint

Waukesha, Wis. (January 25, 2024) – With more than four decades of industry experience, Sound & Sales West has partnered with Blizzard Lighting to represent their professional LED lighting and IRiS® LED video product lines on the west coast, covering Nevada, California, and Hawaii.

“I’ve known John (Reda) & Gary (Lee) for many years. The technical knowledge they maintain is incredible.” said Frank Luppino, Director of Sales & Business Development at Blizzard Lighting. “Along with their team of experts, they take a solutions-based approach to customer needs, which is a perfect fit for what our pro lighting lines offer.”  

Sound & Sales West, originally Sound Marketing West, was founded over 40 years ago with their roots based on solutions, relationships, and support. They will leverage their considerable experience in B2B sales working with tour sound companies, installers, contractors, and resellers.

“It’s a pleasure to add Blizzard Lighting to our Pro AVL line card,” states John Reda, CEO & Principal at Sound & Sales West. “Their catalog fits both necessary, practical applications and new, unique integrations for our evolving industry.”     

Sound & Sales West strives to bring together product lines that are complementary and create innovative system solutions for their customers. To a growing extent, today’s systems are interdisciplinary, incorporating data, video, audio & lighting, and they aim to be a complete resource of system design plus efficiency for their customers.

Blizzard Lighting has recently released several new series of professional touring & architectural lighting fixtures such as: the node:b™ modular system; the Verismo™ theatrical line; the Typhon™ IP-rated touring profile & wash; the Nexys™ trio of hexagonal, interlocking effects fixtures; and all are complemented by their industry-leading IRiS® LED indoor/outdoor video panels.

“The team at Sound & Sales West is trusted nationwide, not just in one territory. Their results and customer care have earned them well-deserved respect.” said Atom Slaby, COO at Blizzard Lighting. “I look forward to working together to promote our fixtures, and further expand our professional IRiS® video offerings.”

About Blizzard Lighting, LLC

Blizzard Lighting, headquartered in Waukesha, Wis., is a leader in LED video and pro & entertainment lighting. You can find their products working hard in venues spanning the globe: from college basketball's biggest tournament to the sanctuary around the corner; and from the Kentucky Derby to the iconic Roman Colosseum. To learn more, visit us at