Amplified Lifestyles’ smart home projects range from historic mansions in Pacific Heights to a tropical oasis in the British Virgin Islands. The results can appear magical because these systems integrate elegantly into the design. If you peek behind the curtain, a team of outstanding Amplified technicians installs and maintains the systems while providing technical support. One of the team members is Senior Production Field Specialist Jorge Flores Jr. Jorge learned his craft from his father, Jorge Sr., who also works for Amplified. With the recent birth of his son Jorgie III, there may be a third generation.

AL: What drew you into the world of home technology?

JF, Jr: I followed in my father’s footsteps right out of high school. During my summer breaks in high school, I would go to work with him, and I fell in love with the tech industry. My father is also a part of the Amplified Lifestyle family. He has helped develop a strong work ethic that I follow today, from pulling wires to installing TVs to building racks. He was/is my role model. 

AL: What’s your favorite aspect about being a part of the Amplified Lifestyles team?

JF, Jr: The effort and time that Amplified takes to ensure their employees feel welcomed, heard, and understood. I believe it plays a massive role in providing great results. It feels as if I have an extension of my family. It’s a pleasure to be a part of what makes this company so successful.

AL: Who is your ideal client?

JF, Jr: My ideal client is a person or family open to creativity,  knows what they want, and has a vision of the result. 

AL: Favorite app?

JF, Jr:  It’s hard to just choose one. I have two. Savant and Crestron are my two favorite apps. Savant is great because you can go from project to project, and the app layout and functionality will never change, which is something I love. But I like Crestron because it is fully customizable, from the layout of the main page to the button layout to the background color. It would be a one-of-a-kind build, which I also like.

AL: What have been some of your most challenging projects you have worked on? 

JF, Jr:  Some of the most challenging projects I have worked on have been projects that we tackle remotely, from projects in Malibu to projects in Lake Tahoe. Working in a remote environment away from the resources of a warehouse or the capacity to have extra help on the fly has been the most difficult. However, the jobs themselves have been some of Amplified’s biggest ones. 

AL: What’s something you’re proud of?

JF, Jr: I am proud of the family I have built. I have come very far in this industry. Being able to provide mentorship and being a person of contact for guidance is a gratifying part of my life in which I take pride.

AL: Who are the special people in your life?

JF, Jr:  My wife, Karina, and my baby boy, Jorgie III, my wife is my most significant support and greatest cheerleader. She’s my lifeline; my job is not easy, and she keeps me grounded. 

AL: When you are not installing systems, what do you enjoy doing? 

JF, Jr:  When I’m not working, I’m out on the lake fishing or in the duck blind doing what I love. 

AL: What is your favorite place in the world?

JF, Jr: Anywhere I get to be with my family. We love being outdoors. You will usually find us fishing in a lake or ocean.

AL: If you were not in home technology, what would you do?

JF, Jr:  My childhood dream was to become a Marine Biologist. I love nature, I love the water, and I like being outdoors.

Amplified Lifestyles’ principal, Timothy Johnson has 50 years of electronics experience, which he utilizes incorporating high-end A/V systems into the aesthetics of private estates. As an award-winning chief engineer, he mentors the next generation of home electronics specialists with his vast knowledge of audio, video, controls, integration, networking, communications, life safety, security, surveillance, lighting, and climate control. Due to his extensive experience, Timothy is a practical audiophile, he enjoys revisiting Genesis’ eccentric classic Selling England By The Pound when not delivering the highest quality service to Amplified’s clientele.

AL: Where did you grow up?

TJ: I was born and raised in Fresno, where I stayed until I was 20, moving to Sacramento and eventually the Bay Area. 

AL: What drew you into the world of home technology design? 

TJ: When I was a Junior in high school, I fixed stereo gear at a local stereo shop. In the late ’70s & early ’80s, I worked for Sacramento-based ESS Speakers, where I met Oskar Heil, the German-born scientist and electrical engineer who invented the Air Motion Transformer. Moving to Northern California, I worked with contractors on professional and commercial sound, signal, and control installations, learning skills I applied to the new field of residential integration projects.

AL: How did your involvement with Amplified Lifestyles happen?

TJ: I worked for a pioneering integrator for almost 17 years as Chief Engineer and Senior System Designer. Kevin Cook was the Director of Client Services, and Casey Webster was the Service Manager. We formed Amplified Lifestyles in 2015 with two other partners. We and our team share a dedication to the client experience, giving them what they want, ensuring it works, and leaving them smiling.  

AL: What was one of your favorite projects to work on? 

TJ:   A 550-acre Sonoma vineyard lake estate for a wonderful family whom Amplified has worked with on multiple residential and commercial projects. We collaborated with interior designer Ken Fulk, Ken Linsteadt Architects, and Van Acker Construction. Because a Victorian hotel inspired the architectural style, we hid all the Great Room’s technology. The antiqued mirror behind the bar slides away to reveal a TV. When there are dance parties, four Claypacky moving headlights lower from the ceiling, and the hidden line-array speakers and subwoofers take the music up to discotheque levels. Outside the home, we designed a long-throw audio system for the lake that magically projects a concert across the water. 

AL: What was one of your least projects to work on? 

TJ: I have been fortunate in my career that 98% of my clients have been excellent to work for, and I forget the 2% who weren’t. 

AL: How do you collaborate on a project with a GC, architect, and interior designer?

TJ: I prefer to get in early and be included in the construction drawings so that the electronics blend seamlessly into the home’s interior or landscape design.  

AL:  What is your most treasured memory?

TJ: Designing Loudspeakers at ESS in the late 70’s & early 80’s.

AL: What would it be if you could learn one skill instantly?

TJ: Sing and play piano & guitar.

AL: What album can you listen to repeatedly without getting sick of it?

TJ:  Genesis – Selling England by the Pound.

AL:  Do you have a favorite affirmation or quote?

TJ: Do unto others as you would have them do unto you.

For Amplified Lifestyles’ principal Casey Webster his eighteen-year career in the home electronics industry has made him committed to the client experience. It is a philosophy that Casey shares with the other managing partners. While Amplified is always searching for the latest integrated system technologies and solutions, the team and their dedication to customer service make the company unique.

AL: What drew you into the world of home technology?

CW: I wouldn’t say I was drawn to the world of home technology. Honestly, I fell into the industry without any knowledge or expectations, just a need to put myself through college. My roommate worked at Starbucks next to an electronics store, and one day while waiting for her to get off, I filled out an application to pass the time. The funny thing is when they called to offer me a job; I initially turned it down. It was summertime, and I was too busy being a “College Student” enjoying the San Diego weather. Later in the year, I got another call requesting I reconsider their employment offer, and this time the timing was right.

AL: Since you have experience in many facets of the industry, which do you enjoy most and why? Systems design, installation, or operations management?

CW: Customer service. I enjoy working with our customers and building partners to establish lasting relationships, solve problems, and create unique experiences.

AL: Can you elaborate on your mantra, “Flash and flare are fun, but at the end of the day, all that matters is if it works?“

CW: Many A/V companies get caught up wanting to say “Yes, we can do that” to win their clients. They jeopardize the reliability of aspects of home technology used 99% of the time for the one-off use case. Often less is more. 

AL: What have been the challenges and opportunities that you have found as a partner at Amplified Lifestyles?  

CW: The biggest challenge is also our greatest opportunity. Before starting Amplified, I founded another home technology company still operating in Southern California today. That experience opened my eyes to the biggest problem in our industry, and I was one of them, “The AV Guy”.

My second time around, I wanted to ensure I built a Team for our clients to outlast any individual. Everyone experiences life changes; your home technology’s serviceability shouldn’t hinge on whether your “AV Guy” decides to move out of state or retire.

Intending to build a Team, I was fortunate to meet incredibly talented people early on with Jeremy McKenzie, Kevin Cook, and Tim Johnson. It was clear that restructuring Amplified with this Team as equal partners was the best way to put an end to “The AV Guy,”

AL: Who is your ideal client?

CW: My ideal client is someone who values our time and expertise. As the industry has evolved, the products we provide become more commonplace, and our true offering is our people.

AL: How would you define your work in three words?

CW: Creative, Controlled, Chaos

AL: How do you maintain a work/life balance?

CW: I think most people would say my work-life balance is out of balance, but I genuinely enjoy working. It’s not the work that is always enjoyable but seeing the results of your hard work is the reward. That being said, my family is my pastime, and having a flexible schedule to be a part of my children’s lives and experiences makes it all worth it.

AL: A skill you’re working on mastering?

CW: Parenting.

AL: What are three things you can’t live without?

CW: Friends, Family, and Reese’s Peanut Butter Cups.

AL: Who would it be if you could switch lives with someone for a day?

CW: I don’t have a particular person I would switch lives with, but I would love to experience the world in a different period in time. Time travel would be my superpower if I could have one; switching lives with someone from the distant past would be awesome.

Amplified is always searching for the latest technological innovations for our clients and their homes. One of these is Ketra. The Austen-based firm, founded in 2009, delivers high-quality light that is flexible and adjustable, allowing for bespoke settings that gradually shift in color, temperature, and intensity to mimic the sun, making interiors feel seamlessly bathed in natural light. Lutron acquired the company in 2018, combining cutting-edge technology with painterly lighting. Ketra’s infinite High Def Palette of 16.7 million colors includes pastels, saturated hues, and high CRI whites spanning from 1,400K to 10,000K.

When Palm Desert’s historic mid-century Wave House needed restoration, Ketra provided the perfect lighting solutions. Designed by iconic Modernist architect Walter S. White, the residence showcases a futuristic undulating roof. The home suffered water damage and unfortunate past remodels, but Stayner Architects reinstated its 1950’s ambiance. They replicated the quality of light in the space through archival research discovering White’s vision of an internal glow for the house. Ketra technology was vital in matching the color temperature of the tungsten-based incandescent bulbs and the much cooler fluorescents available in 1955.

In addition to Ketra’s aesthetic attributes, because it can mimic sunshine, firelight, and moonbeams, it also has health benefits. Technology that emulates natural light helps regulate our body’s internal clock and circadian rhythm, boosting our immune system and sense of well-being. As we have spent more time indoors, especially during Lockdown, Ketra provides the full range of sunlight—crisp and bright during the day for working and soft and warm at night for relaxing.

Are you looking to improve your life quality or perhaps blur the boundaries between indoors and outdoors, day and night? Amplified Lifestyles has two Ketra experts on staff: Jessie Brady, Lighting Specialist, and Robert Gilligan, Senior Technology Advisor. For more information please contact Robert at robert.gilligan@amplifiedlifestyles.com.

Jessie Brady recently joined Amplified Lifestyles as a Lighting Specialist, but her connections to some of her colleagues go back almost twenty years.  As with all of the company’s team, she is service-driven and creates lighting solutions customized to the homeowner’s needs. Jessie balances knowing the latest residential systems with a nuanced understanding of how lighting paints a room, changing mood and tone. 

AL: What drew you to become a Lighting Specialist?

JB: Being a lighting control specialist appeals to both my mechanical and creative sides. On the one hand, I get the satisfaction of designing and implementing systems that function well on a technical level. On the other hand, I work with clients personally to create a completely custom interface to interact within their homes. It can be a fun puzzle to solve.

AL: How can lighting transform a space and affect mood?

JB: Lighting is quite bossy; it can calm or energize you. It can hide flaws or train your eye on a focal point. It can draw you in and invite you to stay or set the tempo to your next destination.

AL: What might lighting and home automation look like in 10 years?

JB: I believe lighting and personal wellness will be even more integrated and automated. We’ll have the ability to adjust the environment in even more detail and anticipate the user’s desired experience automatically with more accuracy.

AL: What’s your favorite aspect about being a part of the Amplified Lifestyles team?

JB: The people. I’ve had the honor of working with some of my colleagues for almost two decades in different capacities and still enjoy how excited they get about the technology we get to work with; their expertise and enthusiasm remind me why I love what I do.

AL: Who is your ideal client?

JB: Someone who is genuinely excited about the technology and participates in the design process with decisive feedback for me to implement a system that exceeds their expectations.

AL: Favorite app?

JB: I have so many! Obviously, Lutron. Also, Spotify and Stitcher for music and podcasts, Headspace for some reflection, AllTrails so I don’t get lost in the woods, and Overdrive/Hoopla for all my books and graphic novels.

AL: The most adventurous thing you’ve done in your life?

JB: It’s a tie between riding on the back of a stranger’s motorcycle through the Central Highlands of Vietnam for a few days or scuba diving with sharks. Maybe not smart, but definitely an adventure.

AL: Dream country to work in? Or a dream project to take on?

JB: One of my many job perks is that I get to travel and experience places and spaces that I probably wouldn’t have thought to seek out or have access to; I will always jump at the chance to work on a tropical island or remote ski chalet. If I get to dream, I’d like to see what lighting control in an underwater residence could be. 

AL: How do you define beauty?

JB: I think beauty is the ability of a person, place, or thing to convey emotion without yelling it.

AL: How do you maintain a work/life balance?

JB: I‘ll let you know when I figure it out! Our industry is exciting but tends to expect you to be available and responsive at all times. The pandemic has made it a bit more challenging, but I try to carve out a little time each day to put the phone down and connect with others over food/drink and going outside.