I think maybe I saw the same design you're referring to, if so that guy had a terrible design..was he a cocky electrician? The hood that he made looked really pretty, but it was basically pointless because of the huge gap between the bulbs and the surface of the hood, as well as the angle the lights were mounted. He did a great job wiring it and building it, but the design was all wrong. I think heating venting works great for a reflector but only if applied properly. You'd be much better off with 2 rows of 6" duct placed side by side with single rows of horizontally placed bulbs lined up inside the "tubes" as close as possible to the top of the reflector, maybe even touching it, using it as a heat sink. You want the light foot print of your bulbs to somewhat match the shape of your reflector to get the most out of it... Use probably 26 or 42w bulbs.
Also I agree with Illegal that painting it white would be better then the unpolished aluminum.