Business
Business Spotlight: Expert Security Solutions
A local company re-brands with their customers in mind! Expert Security Solutions, formally Phone Experts Security, is evolving and it’s about a lot more than just a new look!
“Having determined what we didn’t want to look like and listening to our customers feedback, we decided to make some bold changes that set us apart from all our competitors and give us some key differentiators.” – Brad Dufresne
We recently sat down with Expert Security Solutions’ owner Brad Dufresne and spoke about the company’s renewed focus on security solutions and how it all began.
Q: When did The Phone Experts first begin to focus on security solutions and what was the catalyst for that?
A: The Phone Experts Security was born in 1995 out of a need that we saw for a local, reputable company to provide security systems for small and medium commercial businesses. At the time we were doing a lot of network cabling for computer and telephone systems and we were often asked if we could wire for security, so it seemed like a great fit for our business.
Q: Did you always plan on offering residential security solutions as well or did that come later?
A: While we never ruled out the prospect of providing residential security it wasn’t our focus; but we would regularly receive requests for security quotes from the consumer market, so we eventually started to sell and install in that segment as well. Back then our greatest obstacle to being competitive in the residential market was our ability to finance the customers over 3-year terms. Providers like ADT and VOX were able to do this, but we lacked the capital. The only way we could compete was to provide the hardware and installation at or below our cost and rely on revenue from monitoring to attain profitability.
Q: Tell us more about Expert Security Solutions- why the re-brand and why now?
A: The re-brand gives us the opportunity to tell customers we aren’t just a phone company that sells security, and it allows us to retool and redefine who we are as a security provider. We got to take a hard look at the industry and make decisions about what we didn’t like about the industry and offer customers a better product and service than what’s typically offered in both the consumer and commercial markets.
Q: How will you be offering better products and service- what does that mean to you?
A: The products and services we offer are tailored to what our customer needs are and ensuring they are protected. We are a security company that provides security products that go beyond what the average alarm company will provide at a price point that is fair to both the customer and the company. The installation will be completed by professional well-trained technicians who will exceed the customers expectations. We are constantly evaluating products to ensure that we are current and relevant with respect to changing technologies and we are constantly evaluating our customer service – we want to provide exceptional customer experiences.
Q: Tell us more about what went into re-imagining Expert Security Solutions; what did you discover about your business and your customers?
A: We started by asking ourselves questions like; Why we are in business, How do we differ from our competitors, What level of service do we provide, What image we want to convey and Who our customers are and Who we want our customers to be?
The answers we came up with provided us with a clear sense of what we want to be.
Then we created a value statement. This was created by our security team, specifically for the security division;
“We are a local company that cares about protecting what you value most, through innovative and personalized security solutions, while providing an exceptional customer experience.”
We want to create loyal clients that refer others and exceed our customers expectations while providing quality customized security.
Q: You certainly did your research! So where does all this bring Expert Security Solutions? What’s the way forward?
A: Having determined what we didn’t want to look like and listening to our customers feedback, we decided to make some bold changes that set us apart from all our competitors and give us some key differentiators.
The three pillars to our change and future success are the following:
No Contracts for Monitoring
We believe this is our key differentiator and the one that holds us the most accountable to our customers. When customers sign a long-term contract for the installation and monitoring of their security it puts them a terrible bargaining position when it comes to ongoing maintenance and even for the quality of the initial installation. By having no contract for the monitoring, it gives the customer the freedom to leave us if we aren’t providing the services they anticipated. While this a huge risk to us, I love the potential implications because it makes us constantly review our products and services to ensure that we truly are providing the best products and services at a competitive price.
Customer Loyalty Program
We review our customer accounts regularly to ensure they have opportunities to upgrade to current equipment and new technology. We have incentives for new and current customers.
Ongoing Support
Our dispatch is local and our technicians are local too. This allows us to offer services like troubleshooting and service work faster than a company that isn’t local. Our technicians can be reached 24 hours a day for technical issues or concerns.
Q: Any final thoughts on the future?
A: I believe that our vision for Expert Security Solutions as a “customer first, continuous improvement, learning organization”, will set us apart from the competition. But our success will hinge on our ability to get word of mouth advertising out to the market, so people will want to buy from us and seek out our services when required.
Check out these other great products and services from The Phone Experts/Expert Security Solutions:
Expert IT Solutions– From cloud managed antivirus to our full suite of remote and onsite support options, Expert IT Solutions keeps your business concentrated on business not your IT infrastructure. We keep your data secure by using our online back up services, available to all business service clients, and offer multiple combinations of services to fit your business needs.
Consumer Solutions – Phone Experts Consumer Solutions, provides wireless and internet services across Alberta, this includes Optik TV solutions, and rural services. Offering the latest cellphones, smartphones, prepaid devices and tablets!
Business Solutions – Go where your business takes you! Enable business growth and success with the right solutions and services from Phone Experts Business Solutions, backed by network reliability and industry expertise. We keep your business connected on the go.
The Phone Experts/Expert Security Solutions
ADDRESS:
4724 – 60th St, Red Deer, AB T4N 7C7
PHONE:
403-343-1122
EMAIL:
[email protected]
The Downtown Business Association (DBA) Board of Directors has made the decision to wind down the Association’s operations at the end of 2025.
The Board determined that the Association is no longer able to operate sustainably under the financial framework available for 2026. After exploring all reasonable alternatives, the Board concluded that it could not continue without reducing services to a level that would no longer provide meaningful value to levy-paying businesses.
The DBA does not receive any operating funding from City Hall in a regular year, all funds raised are through Business Improvement Area Levy that consists of a mandatory levy placed on all businesses operating within the Business Improvement Area. These funds are legislated under the Municipal
Government Act, to be used to promote the Business Improvement Area, which is achieved through marketing and event initiatives along with providing advocacy support primarily to local government on behalf of the business community.
In recent years, the DBA has been a committed advocate for re-examining the approach to Downtown Governance. The Board has consistently maintained that the responsibility for funding downtown initiatives in such a socially charged environment should not rest solely with the business community.
Despite their efforts, the DBA recognized that the funds generated through the Business Improvement Area Levy were insufficient to effectively address the growing challenges of the current operating environment. This ongoing financial strain highlighted the need for a more equitable and sustainable
model to re-establish the downtown as a safe and welcoming heart of the city.
At the annual DBA budget presentation to City Hall, the DBA requested the essential funding needed to implement the Greater Downtown Governance Committee’s recommendations — work that the DBA is uniquely positioned to lead and has been delivering despite depleting resources for many years. The request was not approved. Instead, The City offered a one-time $100,000 Grant-in-Lieu, paired with a proposed 60% increase to the Business Improvement Area levy in 2026.
After careful analysis, the Board concluded that increasing the levy would place undue strain on already challenged businesses and compromise the DBA’s role as a trusted advocate. Operating with the reduced funding of $225,000 would require further staff reductions in an already under resourced environment and a significant reduction in programs, making it impossible to deliver the level of support that downtown businesses deserve and vitally need.
Beginning January 1, 2026, the City of Red Deer will become the primary contact point for matters previously supported by the DBA, including downtown support programs, business-district coordination, events, safety and cleanliness support, and stakeholder engagement. The DBA will work with City staff to support a smooth transition.
The DBA will continue to provide Clean Team services through the delivery of the City-funded environmental contract until February 1st, 2026.
Quote from CEO, Amanda Gould:
“To our business community, we have always operated with your best interests in our heart, continually driving the vision of a thriving downtown environment that serves every member of our community. The changes ahead will have a significant impact on downtown, as there will no longer be an organization dedicated to ensuring the downtown remains top-of-mind, leading events, marketing initiatives, or advocating on your behalf. It is likely you will experience less coordinated support and collective representation.
After 13 years of service to you and our beautiful downtown, it is with great personal sadness that we find ourselves here, but our message remains clear – addressing the unique challenges of our downtown should not rest solely on your shoulders. We cannot, in good faith, collect a levy that does not enable us to provide the essential services needed for our evolving downtown landscape”.
Quote from DBA Board Chair, Brandon Bouchard:
“The incredible staff at the Downtown Business Association have consistently delivered on their mandate with outstanding dedication and effectiveness. Through their efforts, they have successfully promoted the downtown area, organized impactful marketing and event initiatives, and provided steadfast
advocacy support for the business community. Their work has extended well beyond the legislated requirements, as they have proactively responded to the evolving needs of downtown businesses, adapting to challenges and supporting operations within a complex and changing environment.
Despite the staff’s relentless commitment to positioning the DBA as an effective leader for downtown interests, the absence of a sustainable funding model has made it impossible to continue delivering meaningful support. The Board cannot, in good conscience, propose a levy that does not enable the
Association to meet the required level of service, address the shifting priorities of the business community, or respond to the continually evolving needs of the downtown”.
A new program funded by the Sustainable Canadian Agricultural Partnership will accelerate expansion in Alberta greenhouses and vertical farms.
Albertans want to keep their hard-earned money in the province and support producers by choosing locally grown, high-quality produce. The new three-year, $10-milllion Growing Greenhouses program aims to stimulate industry growth and provide fresh fruit and vegetables to Albertans throughout the year.
“Everything our ministry does is about ensuring Albertans have secure access to safe, high-quality food. We are continually working to build resilience and sustainability into our food production systems, increase opportunities for producers and processors, create jobs and feed Albertans. This new program will fund technologies that increase food production and improve energy efficiency.”
“Through this investment, we’re supporting Alberta’s growers and ensuring Canadians have access to fresh, locally-grown fruits and vegetables on grocery shelves year-round. This program strengthens local communities, drives innovation, and creates new opportunities for agricultural entrepreneurs, reinforcing Canada’s food system and economy.”
The Growing Greenhouses program supports the controlled environment agriculture sector with new construction or expansion improvements to existing greenhouses and vertical farms that produce food at a commercial scale. It also aligns with Alberta’s Buy Local initiative launched this year as consumers will be able to purchase more local produce all year-round.
The program was created in alignment with the needs identified by the greenhouse sector, with a goal to reduce seasonal import reliance entering fall, which increases fruit and vegetable prices.
“This program is a game-changer for Alberta’s greenhouse sector. By investing in expansion and innovation, we can grow more fresh produce year-round, reduce reliance on imports, and strengthen food security for Albertans. Our growers are ready to meet the demand with sustainable, locally grown vegetables and fruits, and this support ensures we can do so while creating new jobs and opportunities in communities across the province. We are very grateful to the Governments of Canada and Alberta for this investment in our sector and for working collaboratively with us.”
Sustainable Canadian Agricultural Partnership (Sustainable CAP)
Sustainable CAP is a five-year, $3.5-billion investment by federal, provincial and territorial governments to strengthen competitiveness, innovation and resiliency in Canada’s agriculture, agri-food and agri-based products sector. This includes $1 billion in federal programs and activities and $2.5 billion that is cost-shared 60 per cent federally and 40 per cent provincially/territorially for programs that are designed and delivered by provinces and territories.
Quick facts
- Alberta’s greenhouse sector ranks fourth in Canada:
- 195 greenhouses produce $145 million in produce and 60 per cent of them operate year-round.
- Greenhouse food production is growing by 6.2 per cent annually.
- Alberta imports $349 million in fresh produce annually.
- The program supports sector growth by investing in renewable and efficient energy systems, advanced lighting systems, energy-saving construction, and automation and robotics systems.
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