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Custom Integration

Achieving Serenity: The Speaker System

Achieving Serenity: The Speaker System

Achieving Serenity | The Speaker System

THE SPEAKERS IN SERENITY

14  custom Gold Monitors
  4  standard Gold Monitors
  2  custom Gold 10 Monitors
  2  custom Gold 8 Monitors
  4  on-wall Silver Subs
  4  Cinema Reference Surrounds
  2  Cinema Reference LCR
  1  custom Cinema Reference center
  2  custom Cinema Reference 121
      subwoofers

The tech team faced every imaginable hurdle installing a
35-speaker Atmos system in the theater but still achieved stellar results

by John Sciacca
May 20, 2022

The home theater is Serenity’s audio video crown jewel but it offered by far the most significant design and installation challenges. “It wasn’t as if the theater could have been redesigned with walls or with better acoustical speaker placement. It just wasn’t possible,” integrator Jeff Williams stated. “So, it was a big challenge, especially with the number of speakers required for Dolby Atmos.” 

From the get-go, Williams knew he was going to need expert help, and he went to Triad Speakers and its design team to see what was possible. “They were really the ones that spearheaded that entire design, which was really nice for us.”

Triad and Control 4 Regional Manager Robert Melendez recalled: “I remember Jeff saying, ‘You know, I have this awesome opportunity , but I don’t know how we’re going to do it. They want to do a Zen Garden on the side and they want to have a glass wall.’ 

“I think it’s the most unique residential space I’ve ever worked on. The owner said, ‘We want the theater right there.’ Right outside of there they had the car room and a dance floor, and that is all completely open, but they still wanted to have a dedicated theater experience.”

One of the benefits of working with Triad was the company’s acoustical engineering and customization, and using their technical expertise to get excellent sound from a room that offered numerous sonic and construction challenges. “From Triad’s standpoint, we could pretty much adapt to anything because everything’s engineered and made according to spec,” Melendez said. “It was a matter of dealing with whatever infrastructure was there.”

Getting the best possible Dolby Atmos performance in a room that didn’t allow for optimal speaker placement meant getting creative. It also meant taking advantage of the speaker remapping feature into the Trinnov Altitude processor to create phantom or virtual speaker locations. “Triad was able to design it in virtual reality,” Williams explained, “where they could manipulate the soundwaves to create phantom speaker points at ear level around you. The engineers worked on it for several months, using their incredible design team and the acoustic rooms they have.”

“They got to certain points and realized, OK, for the space, the layout of the room, and the seating, we need to place these speakers here to create this virtual zone,” Melendez stated.

But just because that’s where a speaker should go, doesn’t mean it could. And that meant being flexible and able to customize. “The whole project was in motion the same time as the design was under construction, so we had to throw quite a few audibles,” Melendez said, “There were around five or six times we had to go back and move and redesign and customize because there was something going on in the space we needed the sound to come from, so we had to reposition speakers and create virtual zones. Or they used that portion of the ceiling for things like wire runs or pipes, which killed the area we had originally allocated for speakers. And that meant going to our design team and having them restructure the size or placement of speakers.

“At one point, a spot we needed for a speaker had a huge pipe going through it, so we re-engineered the speaker to fit around the pipe at the necessary angle and give us the right performance. A good majority of the speakers in the theater were completely custom in order to get the acoustics and experience we were looking for.”

Delivering cinematic performance with reference volume levels required using Triad’s Cinema Reference Series for the three front channels as well as for the side-wall surround channels. Seismic bass is delivered from two 21-inch subs in the front. But even with the size and number of speakers required—a total channel layout of 19.6.10, with 19 listener-level speakers, six subwoofers, and ten height channels—the room retains a clean luxury look, without any electronics detracting from the experience.

“Almost every speaker is hidden by cloth,” Williams explained. “There are also very few speakers in the system that are flat baffled—most are angled. And they’re placed within an inch of where we’d planned so that the sound acoustics are correct in the space. The cabinet behind the last row of furniture actually has a speaker in each end of it at chair level. And then we have multiple speakers in the soffit and the lid.”

“When you play your movie clips for people and demonstrate what the theater can do, it completely blows them away,” Melendez said. “And comments like ‘This is completely amazing!’ or, ‘This is one of the best theaters I’ve ever heard!’ are often followed by, ‘I don’t know how you guys accomplished this!'”

Probably the most experienced writer on custom installation in the industry, John Sciacca is co-owner of Custom Theater & Audio in Murrells Inlet, South Carolina, & is known for his writing for such publications as Residential Systems and Sound & Vision. Follow him on Twitter at @SciaccaTweets and at johnsciacca.com.

a closer look

the theater

the sound processing

the home automation

© 2025 Cineluxe LLC

Achieving Serenity: The Home Automation

Achieving Serenity: The Home Automation

Achieving Serenity | The Home Automation

“Integrator Jeff Williams had two mandates for the control system: Ease of use for the homeowner and not overcomplicating it”

This sprawling, entertainment-oriented home put such big demands on its control system, the company had to design new gear just to handle the load

by John Sciacca
May 20, 2022

The heart of every smart home is the automation system but when you’re talking about a home the size of Serenity, with this many sub-systems being managed and controlled, not just any control system will do. The homeowner specifically wanted to use Control4, which was how integrator Jeff Williams was brought into the job. “Someone the owner knew had Control4 and loved it,” Williams said, “and when we started the project, he said to us, ‘If it can be on Control4, I want it on that system. Period.’” That went on to include not just control over the reference home theater system but hundreds of circuits of lighting, 28 zones of HVAC, pool systems like fountains and pumps, more than 20 distributed audio video zones, and motorized drapery. 

While Control4 has always been able to handle large projects, this would count among its largest. Because of the size, there was some concern it would stress the capabilities of the flagship Control4 processor, so there was talk about scaling the system back. “We went to the people we knew at Control 4 and said, ‘Cost is not the issue here. Build me something,” Williams said. 

Which was when Robert Melendez, regional manager for both Control 4 and Triad Speakers, got involved. “Engineers had been working on something capable of handling truly large projects,” he explained. “As this one started coming together, we realized we needed to make that available as a product, so a lot of effort went into getting it ready for this home specifically.”

Beyond having the power to handle the massive number of systems in a home this big, the processor also needed to include next-level redundancy and the ability to automatically and seamlessly switch to the backup system to ensure the system had 100% uptime. The resulting product—the CA-10 controller—features improved design and build-quality along with redundancy for all of the controller’s functions: Power, network, disc storage, and fans. 

The entire home has an enormous number of features that all coincide and work seamlessly together with the theater, but one of the theater’s biggest tricks is auto-magically transforming from a beautiful open space to a reference-quality viewing and listening environment at the touch of a button. 

“You go in the room and it’s an open-landscape form,” Melendez noted, “and then you hit a button and the curtains cover the walls, and you get that amazing acoustic space.”

The Control4 system ensures the proper audio calibration setting is selected for the Trinnov system. “The system knows when the theater drapes are open or closed,” Williams explained, “and sends a signal to the Trinnov Audio processor to change its surround sound parameters accordingly.”

Williams had two other mandates for the control system: Ease of use for the homeowner and not overcomplicating it. “It’s as if we’re the valet for their new Bentley. ‘Here’s the keys—I trust you to do what you do. I don’t need to know all the working parts.’” he said. “They just want to go down and when they hit ‘Watch DirecTV’ have the TV and the sports channel come on, and they want it to sound good. They don’t care about all the backbone to it. Ease of use is really what it comes down to.”

Also important was the system’s longevity and serviceability. “I can do more with the Control 4 platform because it’s being more widely accepted by third-party companies, so there are a lot of companies designing and developing drivers for it,” Williams commented, “And unlike with other automation systems, with Control 4, the programming resides on the platform locally. So if anything would happen to me, a dealer can log in and has all the information and all the programming right there.”

One of the big updates with Control4’s latest Smart Home Operating System, OS3, was allowing the homeowner to more easily customize the interface, such as by being able to add smart-home scenes or favorites icons or tasks to the control screens, making it more user-friendly. “As an integrator, we don’t make good mind readers. I could put in the best system in the world but I don’t know how the homeowner is going to end up using it. I can only use what I know and my best judgment to do that, but they’ve given the end user a lot of flexibility, where he doesn’t have to call me.”

Ultimately it comes down to one thing for Williams: Reliability. “The homeowner doesn’t care how it works, it just has to work,” he stressed. “In my experience, Control 4 offers many plusses. I mean, this system, the house that we did, I’m not sure other companies even have the equipment to do it.”

Probably the most experienced writer on custom installation in the industry, John Sciacca is co-owner of Custom Theater & Audio in Murrells Inlet, South Carolina, & is known for his writing for such publications as Residential Systems and Sound & Vision. Follow him on Twitter at @SciaccaTweets and at johnsciacca.com.

a closer look

the theater

the speaker system

the sound processing

© 2025 Cineluxe LLC

Achieving Serenity: The Sound Processing

Achieving Serenity: The Sound Processing

Achieving Serenity | The Sound Processing

CLICK ON THE IMAGES TO ENLARGE

Screen captures from the Altitude 32 processor show the placement of Serenity’s 35 speakers in 3D, overhead, and elevation views

above | the Altitude 32 reference immersive-audio processor
below | the Altitude 48 Ext add-on processor

As important as all the other contributions were, it was some processing magic that took the Serenity theater over the top from impossible to real

by Dennis Burger
May 20, 2022

My initial impressions of the Serenity theater were based on a handful of images emailed to me by Mike Gaughn with a simple question: “Is there any way this room could sound good?” Given the layout of the speakers, the material construction of the space, the variable of moving walls, etc., I thought about it and said, “I could make it sound really good . . . but only with Trinnov.” So I wasn’t surprised to find out that’s exactly the audio processing employed in this room. 

The story of how Trinnov came to be involved is almost as interesting as the room itself. Integrator Jeff Williams effectively operated as a general practitioner here, calling in specialists to address the unique peculiarities of the theater. He turned over the speaker design, for example, to Triad, a company know for its built-to-order speakers. Triad, meanwhile, recommended Trinnov, knowing that its processing and digital acoustics capabilities would be necessary to make the room sound right. 

To understand why my brain went to Trinnov and nowhere else, we need to break the capabilities of the company’s Altitude 32 Immersive Audio Processor down into more digestible chunks. 

Speaker Remapping    Many AV receivers and sound processors have an auto-setup function, where a microphone is placed at and around the main seating position and test tones are played so the processor can listen to the output and determine what impact the room is having on the sound of the system. The Altitude 32 takes that to the next level by way of a unique microphone that not only analyzes the sound coming from the speakers but can also determine exactly which direction the sound is coming from, in three dimensions.

This feature was essential in the Serenity theater, where many of the speakers that should be at ear level were in the soffits and ceiling instead. Using the sonic 3D model of the room created with the Trinnov microphone, the system can effectively bring the sounds coming from those speakers down into the room. 

If that sounds unbelievable, consider that when you’re sitting in front of a stereo speaker system, you can hear sounds coming from precisely between the speakers, as well as to the left and right of the speakers and even out into the room. Trinnov uses similar principles to relocate the apparent source of sounds. Without that ability, this room would not have performed anywhere near as well as it does.

Room Correction    Simultaneously, Trinnov’s Loudspeaker/Room Optimizer allows you to evaluate the quality of sound reaching the seating position and correct for any distortions created by the room itself. Trinnov takes things several steps further than most surround sound processors by giving the integrator the ability to fine-tune the digital signal processing with incredible precision. Think “scalpel” instead of “chisel.”

That was essential here because the boundaries of this room can change at the touch of a button. With the curtain walls closed, it’s more like a traditional, predictable acoustical environment. With the walls open, it breaks practically all the rules of room acoustics. Thankfully, the Trinnov processor can have as many as 29 different presents, each with very different approaches to dealing with the acoustics. So here, they could measure the response with the walls closed and do a bit of correction, measure it again with the walls open and do a lot of correction, and then program the system to switch between those two presents automatically based on the state of the room.

Expansion and Customization  The Altitude 32 is also noteworthy for the sheer number of audio channels it can process. Whereas most Atmos-capable home systems max out at 13 or 15 channels, and most flagship surround processors hit a limit at 24, the Altitude is the only processor I’m aware of that can decode and render 32 channels simultaneously.

That was critical for a project of this size, which features 35 speakers in all—19 effectively (or virtually) at ear level, six subwoofers, and 10 height-effects channels. You might have noticed a discrepancy there, since the Altitude can decode 32 channels and the room has 35 speakers. That leads right to another unique Trinnov feature: Adding an Altitude 48 Ext allows the channel count to be expanded to 48.

You’d think that would mean this theater would have 13 unused channels, but its 35-speaker system actually has 41 channels of processed audio. Why the mismatch? Because, with the Trinnov, you can effectively split one speaker into multiple audio signals—one each for, say, the low, middle, and high frequencies.

Why  do this? Any speaker with more than one driver needs to have the signal split into different bands appropriate for each driver. This is usually done inside the speaker with something called a crossover. But, for this theater, the crossover function for the most important speakers—the front left, center, and right—was handled within the Trinnov system itself.  Separating the signal in the digital domain, before amplification, results in lower distortion, less interference between drivers, and better control over how the sound is directed toward the listener—in other words, better sound.

Remote Calibration  Since the Trinnov isn’t a straightforward, plug & play solution, chances are someone well-versed in one of its advanced capabilities might be on less-firm ground with the others, which is why it offers in-depth support and setup assistance for every Altitude 32 installed. In fact, Chuck Back (Managing Director, Trinnov Audio US) was heavily involved in the setup and calibration even though, thanks to the pandemic,  he couldn’t actually be in the theater when it needed to be tuned and calibrated.

“One of the unique capabilities of the Altitude platform is that once a processor is connected to the internet, we can access it remotely through our server in Paris and have full control over it,” according to Back. “It’s fairly common that we will do a remote calibration without being on site. We simply need someone to place the microphone in the appropriate locations, then we can take the measurements, evaluate the response graphs, and make any corrections if something is necessary.”

Dennis Burger is an avid Star Wars scholar, Tolkien fanatic, and Corvette enthusiast who somehow also manages to find time for technological passions including high-end audio, home automation, and video gaming. He lives in the armpit of Alabama with his wife Bethany and their four-legged child Bruno, a 75-pound American Staffordshire Terrier who thinks he’s a Pomeranian.

“With the curtains closed, the Serenity theater is like a traditional, acoustical environment. With the curtains open, it breaks practically all the rules of room acoustics.”

a closer look

the theater

the speaker system

the home automation

© 2025 Cineluxe LLC

What Do You Do with a Room with a View?

What Do You Do with a Room with a View?

What Do You Do with a Room with a View?

“These oceanfront residences are built on raised piers to keep them above the flood zone, which means they almost never have a basement, the most traditional location for a home theater”

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You don’t need to sacrifice your scenic vistas to have great home entertainment experiences—or vice versa

by John Sciacca
March 6, 2022

I live and do most of my installations in an area of South Carolina known as the Grand Strand, which is defined as “an arc of beach land on the Atlantic Ocean in South Carolina extending more than 60 miles from Little River to Winyah Bay.” You’re probably more familiar with it as the generic “Myrtle Beach,” and we happen to be the golf capital of the world, so tourism is a huge part of the economy.

Many of our clients have beachfront property with large banks of floor-to-ceiling windows providing unobstructed views, and one of the biggest design priorities is preserving that “million-dollar view.” But that doesn’t mean the clients want to abandon all of the entertainment possibilities; it just means they want us to be more creative about how we integrate technology throughout their homes. In addition, many of these residences are second (or even third) homes, which can also influence the decisions the owners make when selecting the technology they want throughout the home.

While all of that open glass is great for looking out during the day, it also means people can look back in, especially at night when it’s dark out and you have lights on in the home. This was something I discussed in Women Do Care About This Stuff,” where the homeowner was keen to preserve his beautiful views but wanted privacy so his family wasn’t on display at night. 

For these applications, dual-roller shades from companies like Lutron are becoming increasingly popular. With the shades built into recessed pockets, the hardware is completely out of site and doesn’t have an impact on the gorgeous views. Sheer shades can be lowered to keep out the sun and provide some privacy during the day while retaining the views, with the hembars creating a nice architectural line across the windows. After the sun sets, a blackout shade silently lowers in front of the windows for total privacy. 

These shades can be programmed to raise and lower automatically based on sunrise and sunset. They can even use Lutron’s Hyperion sun-tracking feature to adjust their levels based on the sun’s position throughout the day, meaning the home is always set to deliver the perfect view, while respecting the occupants’ privacy. 

Something else we’ve learned is that the hurricane-rated glass in these windows wreaks havoc on Wi-Fi signals. Instead of passing through the glass like a typical window, the radio signals actually bounce back into the home, so getting solid Wi-Fi coverage throughout the rooms—and porches—means using outdoor-rated wireless-access points. 

Another installation obstacle is our very high water table, which means these oceanfront residences are built on raised piers to keep them above the flood zone. So homes in our area almost never have a basement, the most traditional location for a home theater. 

Because of that, we do far more multi-purpose media rooms in large, open areas than we do dedicated theaters with projectors, which require serious lighting control via blackout shades or drapes. We’ll often employ large, 75- and 85-inch direct-view LED displays that produce bright images that can compete with the sunlight for viewing during the day and that are big enough to be cinematic for an evening movie. We’re also excited about the new jumbo-sized direct-view sets from companies like Sony, which give us an option for doing screen sizes up to 100 inches. In fact, my business partner just sold three of these new 100-inch sets for an upcoming project!

For customers who don’t want a large screen potentially dominating a room’s décor, there are other solutions. One is LG’s Rollable OLED—a self-contained technological marvel that delivers a fantastic image when in use but that completely disappears when not. Ultra-short-throw projectors offer another great solution, with a variety of creative furniture options that can conceal the projector and any other electronics the system requires. Aegis AV offers its Andromeda solution that conceals everything—including a motorized projection screen up to 120 inches diagonal—in a customizable cabinet.

Just as every homeowner has different wants, needs, tastes, and budgets, homes themselves will often have elements that can dictate design. But there are often creative ways to solve these installation challenges and end up with a project that looks and sounds great. 

Probably the most experienced writer on custom installation in the industry, John Sciacca is co-owner of Custom Theater & Audio in Murrells Inlet, South Carolina, & is known for his writing for such publications as Residential Systems and Sound & Vision. Follow him on Twitter at @SciaccaTweets and at johnsciacca.com.

“While all of that open glass is great for looking out during the day, it also means people can look back in

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Women Do Care About This Stuff

Women Do Care About This Stuff

Women Do Care About This Stuff

also on Cineluxe

“After a quick walk-thru, the wife totally embraced the lifestyle improvements of automated shading and ended up adding shades for 30 windows”

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As entertainment technology shows up in more & more places in the home, women increasingly want to know all about the benefits—but without getting bogged down in the geeky details

by John Sciacca
February 16, 2022

It’s often said that “women just aren’t interested in this stuff.” And, truth is, when it comes to things like tech, features, and specs, women often aren’t interested—or at least aren’t as interested as their male counterparts.

Start talking about amplifier power and projector resolution and speaker performance, and women will often check out. I can say that from having worked directly with hundreds (probably more like thousands) of couples over the past 24 years designing, selling, and installing systems. I’ve also been married for 27 years, and have tried to engage and excite my wife about the benefits of improving a processor, upgrading a projector, or adding additional speakers or subwoofers to our theater system.

The usual response is, “Where is that going to go?”

But you know what women are very interested in? Design, lifestyle, and experience. When the discussion turns to how a system will look, function, or interact with users or the home, then they’re keenly interested and often have very strong opinions.

The equipment I review for various AV publications comes and goes from our home all the time, usually without comment from my wife, but when she walked into our living room one day and saw a pair of Meridian DSP5200SE tower speakers in Cerulean Blue finish, she noticed. And was impressed. “Wow! Do we get to keep those?”  And when it came time for me to review automated shades for our bedroom, she couldn’t have cared less about their automation capabilities or how they would be powered but she wanted to pour through the fabric sample books to find a color and style that looked best in our room.

And when there’s an issue with a system, it’s nearly always the woman who calls for service. While she might not be interested in the technology, she’s most frequently the one using the system day in and out, and typically the first to notice when there’s a problem.

I’ve had two customer encounters lately that speak well to this point.

In the first case, a couple came into my showroom looking to buy a simple flat wall-mount for their new TV. After discussing different options with them and going over how they planned to use and watch the TV, I showed them a fully automated and motorized mount. At the press of the TV’s power button, the set magically lowers off the wall and then swivels to turn to the primary viewing position.

“That’s what we need,” the wife said.

At first the husband balked since the mount was about 3,000% more expensive after installation than the fixed mount, but the wife understood the lifestyle and experience improvement. She knew she would be the one using the TV throughout the day, and the fact that she could power on the set and it would automatically lower from the wall, clear the fireplace mantel, and get to the perfect viewing height and position without her doing anything made the step up a simple decision. And once she decided that was the right solution, there was little room for further discussion. Plus, the mount allowed the husband to step up to a larger-screen display, so it was a “win” for him as well.

In the second case, I walked through a new build with the husband prior to doing a pretty massive prewire. We discussed options for audio and TVs throughout, and looked at shading for four of the bedroom windows. The next day, the wife came to walk the house and we spent some time together. When I told her we could use ultra-quiet automated shades from Lutron that have one sheer shade that allows privacy during the day while still letting in light and giving them a view, and then a second blackout shade for night that gives total privacy, she got it.

“And these shades can all automatically go up and down with sunrise or sunset, or I can just push a button to adjust them all? From anywhere in the home?”

Yes! (And actually, from anywhere in the world . . .)

After a brief discussion and walk-thru, the wife totally embraced the lifestyle improvements of automated shading and ended up adding shades for 30 windows throughout the home. The next day, the husband told me how excited his wife was over the decisions she’d made, and couldn’t wait to have the system installed.

So, women might not care about this stuff but they care about being able to watch their programming, listen to their music, and have the house look and function the way they want. At Cineluxe, we’re trying to embrace the lifestyle and experience benefits of technology throughout the home in a way that’s attractive, exciting, and appealing to all readers.

Probably the most experienced writer on custom installation in the industry, John Sciacca is co-owner of Custom Theater & Audio in Murrells Inlet, South Carolina, & is known for his writing for such publications as Residential Systems and Sound & Vision. Follow him on Twitter at @SciaccaTweets and at johnsciacca.com.

“The wife might not be interested in the technology, but she’s most frequently the one using the system day in & out, and typically the first to notice when there’s a problem”

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Budgeting for Custom Integration

Budgeting for Custom Integration

Budgeting for Custom Integration

Most people have no idea what a luxury entertainment system can cost, so here’s an easy way to get a realistic sense of what to budget for your project

by John Sciacca
January 24, 2022

The initial meeting with a new integrator to discuss your project can be a bit like a first date. They are trying to get to know you, figure out your wants and needs, and what is most important to you. They also have no idea whether your idea of “top of the line” means a Mercedes E-Class or a Maybach S-Class. 

While the integrator certainly wants to give you the best impression and show they understand your project and the kind of system you’re looking for, they also dont want to scare you away by presenting you with a budget that makes you feel you’re being grossly overcharged so that you just move on to the next integrator. At the same time, you might have reservations about telling the integrator what youre planning to spend—especially if you have no idea what these systems can cost. Like a poker player, you might want to keep your pocket Aces to yourself. 

If you go looking for a car, you likely know the price range before stepping on the lot. But unlike other luxury goods, entertainment systems can involve equipment and brands you’re unfamiliar with, construction processes that can range from days to months, and a team of professionals from different trades, among other things. This can lead to misunderstandings between you and your integrator (or designer or architect or builder) about what a fair price should be. So we want to give you a way to get a realistic bead on what you should expect to spend for your project before you even contact a professional.

To understand how pricing can vary so widely, take just two of the items that make up a theater room: A projector and seating. There are 4K video projectors selling for $6,000 and for $100,000. And theater seating can range from $500 to north of $7,500 per chair. Multiply that by eight or more chairs, and you can see how projects can have a huge range of budget possibilities.

Without a doubt, establishing a budget can save time—both yours and the integrator’s. It will also help to set expectations on both sides. Even giving your integrator a broad budget range will point them in the right direction for designing your system and choosing the necessary components.

With a rough budget established, the installer will allocate resources for the best overall system performance, since they’ll know which components work best together and will distribute funds for the best overall system. Additionally, if you tell a good system designer youd like something that’s between $75,000 and $100,000, they wont come back with a proposal totally outside of your budget at $200,000. But you also won’t get a proposal for $25,000 that will way underperform what you’re expecting.  

The Home Technology Association (HTA) has developed a budget calculator that gives you some clarity on what you can expect a project to cost. After walking you through a few simple questions such as “How many rooms will have music?” “How many automated shades will you like?” “Will there be a dedicated theater room?” in a quick five-minute process, youll be presented with a Low to High estimated budget range to mull over before you even approach an integrator.

The calculated price includes labor, accessories, and design & engineering, with adjustments for labor costs in different markets. With this knowledge, you’ll be far better prepared to have a discussion with your integrator and understand the kinds of systems they will be proposing and the price range of the caliber of system you desire.

You might be familiar with the old adage, Buy once, cry once” used to describe purchasing a high-cost item that comes with some upfront financial pain, but you wont need to buy the item again due to its superior craftsmanship, build quality, and long life. This is often used for items like tools and watches, but it’s a philosophy that also works well for home entertainment purchases. 

Probably the most experienced writer on custom installation in the industry, John Sciacca is co-owner of Custom Theater & Audio in Murrells Inlet, South Carolina, & is known for his writing for such publications as Residential Systems and Sound & Vision. Follow him on Twitter at @SciaccaTweets and at johnsciacca.com.

As you fill out the initial fields in the calculator, new fields will appear to walk you through the budgeting process

© 2025 Cineluxe LLC

Why HTA is the Real Deal

Why HTA is the Real Deal

Why HTA is the Real Deal

This first-hand account of the Home Technology Association’s rigorous certification process shows why its members are the most credible integrators

by John Sciacca
updated January 20, 2022

During the lengthy period where my career as a custom installer and my role as a technology editor have overlapped, I’ve written numerous articles similar to the pieces by Eric Thies on how to locate a qualified technology integrator. Sadly, none of them seem to have made much of a difference.

I agree with everything Eric said, but principally that most people take almost no time in vetting their integrator. And with the bar so low to becoming one—essentially just placing a magnet on the side of your truck and becoming Joe’s AV, with most states not requiring a license for low-voltage work—has led to a glut of terrible work and dissatisfied customers.

Over the years, our company, Custom Theater and Audio, has resurrected numerous projects for people who let the most random people into their homes to handle the technology install. Even though they comprehend that it’s too complicated for them to do, for whatever reason they think virtually anyone else is qualified to handle their technology needs. I’m not even kidding when I say some people say they hired “some guy” that was walking through the neighborhood putting leaflets on doors, had the flooring guy do it, used the electrician, or used someone the electrician knew. The tragedy is most of these people ended up spending good money to get a system that was never right for their needs or never worked right and then had to pay us to fix or replace it, and frequently ended up with something that couldn’t do what they had initially wanted. 

This is exceptionally frustrating and, frankly, bad for the entire industry because all installation companies end up being lumped together in the minds of people who have been burned by bad work. And their experience passed on to others tarnishes the good along with the bad.

That’s one of the reasons why the Home Technology Association (HTA) intrigued me: Could their certification identify the best integration firms and help the cream rise to the top? This would not only help customers looking to hire a good company but (more selfishly) help my company stand out as one of the good guys.

HTA’s Director of Certification Josh Christian says their goal is to do for the custom installation industry what the Gemological Institute of America (GIA) has done for diamonds. The GIA allows anyone to walk into virtually any reputable jewelry store and know they’re purchasing a stone that has been independently verified for quality. The HTA doesn’t guarantee that selecting a certified professional will result in terrific performance or outcome. But in a sea of uncertainty, it offers a beacon to help guide you towards making a more informed selection from a pre-qualified group of top candidates.

My company recently went through the application process to became HTA Certified, and I can attest that it is rigorous, taking me several hours to research and gather all of the information required. Compared to the CEDIA (Custom Electronics Design & Installation Association) application—which has you fill out a single-page form asking for only the most basic information (company address, size, gross revenue) and your credit card information, and which essentially approves any company willing to pay the $500 annual registration—HTA mines far deeper into how a company actually operates. It’s clear in going through the process that the HTA’s primary concern is in signing the right companies.

Josh said the application process is so thorough because it helps the HTA to identify the best-in-class installation companies and provide a real look into their business operations and the kinds of jobs they do. And the sheer length and breadth of it scares away exactly the kinds of companies they want to avoid (as does the $400 application fee, which has the applying company putting some skin in the game).

Once certified, companies are listed on HTA’s website. (You can see our company page here.)  This snapshot gives a consumer  a pretty good idea if an installation company is going to be a good fit for their needs.

HTA understands its certification will only mean something if it actually means something, not only to the industry but to people looking to hire an integrator. They do this by a strict vetting process that only admits the best firms, and by raising awareness with architects, builders, designers, and consumers that choosing a qualified—ideally certified—integration firm matters. While a non-certified firm might do excellent work, going with an HTA-certified company will certainly start your project off on the right path.

Probably the most experienced writer on custom installation in the industry, John Sciacca is co-owner of Custom Theater & Audio in Murrells Inlet, South Carolina, & is known for his writing for such publications as Residential Systems and Sound & Vision. Follow him on Twitter at @SciaccaTweets and at johnsciacca.com.

Below are some of the key areas the HTA identifies about an integrator so you can decide if they’re the best fit for you

How long have they been in business?
Longevity is generally a good indicator the company will be around when you need service down the road. Bad companies usually don’t last. The average HTA certified company has been in existence for almost 17 years.

How many employees do they have?
Larger companies can often handle bigger projects—and certainly more projects—and potentially respond to service issues in a timelier manner.

What geographical areas do they service?
Working with a company that’s near your home often means faster response times and no trip charges.

What kinds of projects do they focus on?
If you’re building a $15-million 20,000-square-foot home, selecting a company that mainly does $50-thousand 3,500-square-foot homes might not be a good fit. Focusing on companies that specialize in the kind of project you’re considering will likely yield the best results. 

What brands are they authorized to sell?
While there are many terrific manufacturers, certain brands define luxury home entertainment and are repeatedly used in the top installations. The manufacturer partners that a company chooses give you a look at the quality of gear the company can provide. This can also be important if you’re interested in a specific automation system like Control4, Crestron, or Savant, as dealers often specialize in one but not all.

How many projects have they done over the past three years in different price categories?
A good snapshot of how busy the company is and the focus of their projects.

What does a typical dedicated theater and media room install cost?
It’s a good idea to see if your budget aligns with the company’s typical installs. HTA’s site also has a 20-question budgeting tool that can be very useful for getting a rough idea of what your cost could be.

What industry awards and certifications do they have?
Bad companies generally don’t win awards or attain industry certifications.

What are their service policies?
No matter how good your system is, at some point it will need to be serviced, and knowing the company’s after-sale policy upfront is a good way to avoid any frustration later on.

© 2025 Cineluxe LLC

How to Find the Perfect Integrator, Pt. 1

How to Find the Perfect Integrator, Pt. 1

How to Find the Perfect Integrator, Pt. 1

Don’t use the same guy who fixed your neighbor’s doorbell to install your premium entertainment system

by Eric Thies
updated January 17, 2022

I have been a technology integrator for more than two decades, and many consider me an industry expert. I have been quoted in the Wall Street Journal, Forbes, Worth, USA Today, and many other publications. My firm has won over one hundred industry awards and our systems have been featured in world-famous media outlets like E!, HGTV, Fox, NBC, Architectural Digest, and Esquire. Not to boast, but on paper I look pretty impressive. Trust me, I am pretty underwhelming in person but my team has accomplished a lot of cool stuff over the years.

I bring all of this up because I think I’m a pretty obvious choice if you want a top-tier integrator to deck out your new home with the latest and greatest technologies. Maybe I’m not the only choice but at least a top contender, right? 

Well, the reality is that most homeowners don’t really factor any of that stuff in when they choose a technology integrator. They tend to make really bad decisions and hire really bad integrators—or worse, they let some other trade like electricians, security guys, or IT guys perform this very specialized work.  

Why don’t consumers do any due diligence when technology plays such an important role in everyone’s lives? And why hasn’t everyone caught on to the dirty little secret of the custom installation industry?  

What is the dirty little secret?  

A private equity firm that wanted to invest in the luxury home-automation market recently surveyed homeowners who purchased home technology systems. The results were staggering. Over 50% of homeowners with home automation systems were “unsatisfied” with their technology. This is a lower satisfaction rate than cable companies and cellphone companies (historically the lowest industry satisfaction rates). So again, what is the dirty little secret? 

Most installation firms . . . stink.

Why?

The AV and automation industry is the wild west. There is no government regulation, incredibly little formalized training, and in many states no licensing whatsoever is required. Anybody can pretty much hang their shingle and claim to be an AV expert regardless of their abilities. Even if there’s a contractor’s license requirement, it has more to do with building guidelines than technical expertise in systems deployment. There are probably about 15,000 companies nationwide that call themselves “AV guys” or “integrators.” I would only let about 10% of them into my home.  

Well, most folks can instinctively tell the difference between a firm like yours and a fly-by-night firm, right?  

Uh . . . NO!

Unfortunately, most consumers know little to nothing about technology and have lots of anxiety about hiring a tech firm. Given that, anybody who walks into their door and has more knowledge than them will seem like an expert. 

The typical decision-making process goes like this: “Who does my neighbor use?” “Who seemed like a nice guy?” “Who does my interior designer like?” There is typically no research on the firm, no reference checks, and most importantly no vetting to see if the firm they like has done a project of the same scope and scale or has any expertise in the products they want to use. The guy who did a soundbar installation for your brother-in-law may not be the right guy to completely automate your home with Crestron, Savant, or Lutron—or deliver that amazing home theater experience.

The reality is most consumers approach this industry thinking that most companies are probably reputable, probably sell the same stuff, and roughly have the same technical knowledge. But the reality is much different.

In Part 2, I’ll show you how to hire the right firm and what questions you should ask. 

Eric Thies is the founder of DSI Luxury Technology, the most awarded custom installation firm in North America. He is a member of the Home Technology Association and helped develop the HTA certification system. He is also a member of The Guild Integrator’s Alliance—an invitation-only group of 13 of the premier integration firms in the US.

How to Find the Perfect Integrator, Pt. 1

Eric Thies

Actual door sign seen in the LA area

© 2025 Cineluxe LLC

How to Find the Perfect Integrator, Pt. 2

How to Find the Perfect Integrator, Pt. 2

How to Find the Perfect Integrator, Pt. 2

Now that you know what to look for in an integrator, here are the tools for honing in on one who’s the best fit for you

by Eric Thies
updated January 18, 2022

In Part 1, I described how a wild west mentality tends to reign in the world of technology integration and walked you through what the criteria are for determining if someone is really qualified to be a high-end integrator. Here I give you the four basic questions you should ask any integration firm you might be considering. Following the questions, I’ll tell you about the Home Technology Association, which is your best resource for beginning the process of locating a properly vetted integrator in your area.

Can I speak to three recent clients with similar scope and size projects?

You don’t want to be a guinea pig for this firm. They should have a proven track record of similar projects.

Are you a dealer for all of the stuff we want?

You need to be able to get support on the product in your home. If the integrator can’t get the manufacturer to answer a call, you are in trouble.

What is your service policy and how do I get help after you install this stuff?

Most companies falter after the sale. They have no formal process to handle servicing their clients and typically devote all of their resources and staff to the big projects in process (with the big checks being handed out) and not the $150 service call. Find out how they handle service requests and after-hours problems, and if they have dedicated staff to address service issues.

Do you do all this work with in-house staff or do you subcontract any of it out?

Again, back to service. You want the company to be able to service you after the fact without relying on a pile of other subcontractors.

These are just a few easy questions to get you towards making a good choice. Another terrific resource to help you find a great integrator is the Home Technology Association. This is the first group to realize that 90% of companies in this trade wear clown shoes. 

They have developed a certification system that puts integrators through the ringer so consumers can dramatically improve their chances of success. Each HTA Certified company must have a minimum of nine references from industry experts, design/build pros, and manufacturers. They must demonstrate that they have technical proficiency, have a great history of customer service, and have a stellar industry reputation.

I have been through the application process, and it is impossible to pass certification unless you are an exceptional company. They also do a terrific job of segregating the installers into three tiers: Estate—if you are a gajillionaire building a giant house, Luxury—if you are just a regular wealthy person, and Foundation—for the guys like me with regular-size homes. The HTA is the easy button for selecting an integrator, and as an integrator, the list of certified companies is really strong. It represents the best of the best.

In closing, don’t hire a technology partner unless you ask the important questions and do some research. Remember, the chances of you having a happy tech experience is less than 50% unless you do a little homework. You don’t have to understand tech in order to pick a great company.

Eric Thies is the founder of DSI Luxury Technology, the most awarded custom installation firm in North America. He is a member of the Home Technology Association and helped develop the HTA certification system. He is also a member of The Guild Integrator’s Alliance—an invitation-only group of 13 of the premier integration firms in the US.

Once you enter your zip code in the integrator finder and the list of integrators appears, scroll down to see the complete set of search results

© 2025 Cineluxe LLC

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