The photophysical properties of a new dye, 7-Diethyl AminoCoumarin with a Rigid substitution in the 3-position (referred to as DARC) have been studied in three solvents: dioxane, DMF and DMSO. The dye has been found to have a fluorescence quantum efficiency (phi(fl)) between 0.40 and 0.80 in these solvents. The dye-laser performance of this dye has also been investigated in dioxane, DMF and DMSO, under nitrogen-laser pumping and compared with that of the commercially available standard laser dye, Coumarin 515 (C-515). A tuning range of nearly 70 nm was obtained in the blue-green region with an efficiency up to 80% of that of the standard dye. The observed characteristics of the dye are explained in terms of the sructural rigidization of the dye in the 3-position which inhibits the formation of the Twisted Intramolecular Charge Transfer (TICT) conformation in the excited state leading to an enhancement of the phi(fl) and a considerable improvement in the laser performance.