designDC Metro ISSUE 1 | 2020
Design Impacts Lives
WASHINGTON METRO
VIRGINIA
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President’s Message WASHINGTON METRO CHAPTER
Dear Fellow Washington Metro Chapter Colleagues,
ASID WASHINGTON METRO 312 West Commercial Street East Rochester, NY 14445 202-488-4100 administrator@dcmetro.asid.org www.dcmetro.asid.org
BOARD OF DIRECTORS
PRESIDENT Rebecca Hubler, ASID, CID, NCIDQ, CAPS President@dcmetro.asid.org PRESIDENT-ELECT Rafael Fuentes, ASID
President-elect@dcmetro.asid.org
DIRECTOR AT LARGE Kate Magee, ASID, WELL AP, LEED GA
At-Large@dcmetro.org
MEMBERSHIP DIRECTOR Melvin Hooks, Industry Partner Membership@dcmetro.asid.org FINANCIAL DIRECTOR Patrick J. Baglino, Jr., ASID Finance@dcmetro.asid.org PROFESSIONAL DEVELOPMENT DIRECTOR Sydnye Pettengill, ASID ProfessionalDevelopment@dcmetro.asid.org COMMUNICATIONS DIRECTOR Lindsay Jones, ASID, NCIDQ Communications@dcmetro.asid.org STUDENT REPRESENTATIVE TO THE BOARD Isabella Bastien-Curtis, Student ASID StudentRep@dcmetro.asid.org NOMINATING COMMITTEE CHAIR/ PAST PRESIDENT Donna Sharpe, ASID dsharpe@kcct.com CHAPTER ADMINISTRATOR Terry Parker Duane administrator@nyu-cane.asid.org
We are now in the midst of great challenges that the Coronavirus presents. Many of us are working from home and teleworking. Others are balancing work and taking care of young and older families. We are all stressed. It is most important at this time that we stay safe, take better care and try to remain positive. It is in this vein that I ask you to take joy in the season as we move into warmer, longer days, blooming daffodils, budding trees and shrubs. Just as spring is a time of renewal, the chapter elections have bought forth the FY2021 slate of new directors. At the helm as President will be Rafael Fuentes, ASID, a longtime member of our chapter who combines excellent leadership skills with old fashioned charm. “Ones to Watch,” Kate Magee, ASID, will be President-Elect. As Director-at-Large this year, Kate has a get-to-the-point, get-it- done resourcefulness that is unbeatable. Our new Membership Director is IP Melvin Hooks who hit the ground running full tilt when Kwajo Oteng-Agipong left the DC area for a new job in California. Since the end of January, Melvin has organized a new Membership Committee and is generating new sponsorship opportunities. Way to go Melvin! Cathy Thompson, Allied ASID, is a core member of the Events Committee and an active participant in the Spring Spruce Up Committee. She has demonstrated her exceptional organizational skills with a smile and can-do attitude; she will be the new Director-at-Large. Isabella Luxe Bastien-Curtis, our SRB, is the embodiment of all the joys of Spring. Her enthusiasm for our profession is infectious. Bella has engaged with students and professors to encourage active participation and membership in ASID. We wish Bella well as she graduates this May from Marymount University. Continuing in FY2021 will be three of my all-time favs: Patrick Baglino, ASID, Financial Director and Gala Chair who is super busy working with the Gala Committee to plan a knock your socks off (and wear your black tie) Gala. Sydnye Pettengill, ASID, a longtime award winning designer is our Professional Development Director and she is coordinating meaningful, fun CEU’s for our chapter. Rounding out the crew is Lindsay Jones, ASID, Communications Director, whose talent and energy are evident in social media posts, newsletters and the graphics you see in our email blasts. Lindsay also heads the Emerging Professionals Committee (Thank you Lindsay, we (emerging professionals, seasoned professionals and IPs) enjoyed the Fabulous Fiesta at Players Club last December and we are looking forward other events that are being planned). As you can see, we, the Washington Metro Chapter of ASID, are very much like the spring flowers in bloom. We continue to change, evolve, and grow. During this stressful time I ask you to take extra care, be patient, and reach out to us via email, phone, Facebook and Instagram to let us know how you are doing and how we can be supportive of you. Please share your creative, innovative, inspirational ideas of how you are dealing with the pandemic. Connect with us on Instagram and Facebook and watch for some of your posts that we will share. We are on this journey together and, now more than, ever it is evident design impacts lives. Stay well and safe.
Rebecca Hubler, ASID, CID, NCIDQ, CAPS President, ASID Washington Metro Chapter
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designDC Metro ISSUE 1 | 2019
Design Impacts Lives
04 06 08 14
ASID WASHINGTON METRO CHAPTER PRESIDENT’S MESSAGE By Rebecca Hubler, ASID, CID, NCIDQ, CAPS
ASID VIRGINIA CHAPTER PRESIDENT’S MESSAGE By Matthew Lee, ASID, CID, LEED AP BD+C
EXCELLENCE IN DESIGN / COMMERCIAL CHAMBERS | Planning, Architecture, Interior Design
15 16 20
MEET INDUSTRY PARTNER, CHAPTER SPONSOR AND ASID VOLUNTEER JUDY BOITZ EXCELLENCE IN DESIGN / RESIDENTIAL Lorna Gross Interior Design
DESIGNING YOUR 2020 STRATEGY By Julia A. Molloy
TIME BILLING By Marc A. Molinsky
designDC Metro
Publishing staff
advertising sales Duff Tussing • 972-562-6966 Jamie Williams • 352-448-5873 art Director Dawn Lyon • 972-436-2841
Design D.C. Metro magazine is published quarterly for the Washington Metro Chapter of the American Society of Interior Designers by DSA Publishing & Design, Inc. Editorial content and Design D.C. Metro magazine are controlled and owned by the Washington Metro Chapter of ASID. Reproduction of this publication in whole, in part, in any form is strictly prohibited without the written permission of the Washington Metro Chapter of ASID.
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ISSUE 1 | 2019
23 | American Eye
Design Impacts Lives
11 | Benjamin Moore & Co. 12 | California Closets
24 | Dan Kugler’s Design
02 | Ferguson Enterprises 11 | Hunter Douglas, Inc. 07 | M. Jane Johnson
07 | Miss Pixie’s Furnishings & Whatnot
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WASHINGTON METRO
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VIRGINIA
on the cover Lorna Gross Interior Design Project: The ultimate “staycation” home
ASID WASHINGTON METRO AND VIRGINIA CHAPTERS | ISSUE 1 2020 - 5 -
President’s Message VIRGINIA CHAPTER
ASID VIRGINIA P.O. Box 2 Eggleston, VA 24086 804-370-5616 info@va.asid.org www.va.asid.org
BOARD OF DIRECTORS
PRESIDENT Matthew Lee, ASID, CID, LEED AP BD+C President@va.asid.org PRESIDENT-ELECT Gillian Bowman, ASID, CID, NCIDQ President-elect@va.asid.org
Hello Members, Well, this is certainly not where we thought we would be a few months ago, but here we are, likely holed up in a home office waiting for COVID-19 to play itself out. We are all having to adapt to new ways of working, socializing and playing. We do all of this with mixed emotions. There is a great deal of fear and anxiety regarding the health and safety of our friends and loved ones, as well as the fear and anxiety that comes with economic uncertainty. ASID has been working tirelessly to help us further understand the impact to our industry. Be sure to take advantage of the resources and guidance they are providing. Also look to your
DIRECTOR AT LARGE Heather Hopkins, ASID, NCIDQ, LEED APA At-large@va.asid.org MEMBERSHIP DIRECTOR Linda Pye, ASID, CID, LEED AP ID+C, WELL AP Membership@va.asid.org
chapter for updates on events and for new opportunities to connect with one another. I have been heartened by the enthusiasm with which everyone around me has tried to embrace what will likely be a new normal for a while. Friends and coworkers are going out of their way to stay connected, share tips and tricks and keep each other sane. We have also gotten creative with workouts, which is a blessing, because it’s been too easy to have extra drinks and snacks.
FINANCIAL DIRECTOR Vienna Romesburg, ASID, CID, NCIDQ Finance@va.asid.org PROFESSIONAL DEVELOPMENT DIRECTOR Philip Purgason, Industry Partner Rep of Architectural Ceramics ProfessionalDevelopment@va.asid.org
I am hopeful that a great deal of the American public emerges from this event stronger than it entered and with a greater connection to the importance that their interior environment plays in their own health and wellbeing. That is the supreme value we, as interior designers, bring to the world. Use this time to sharpen that message. Stay happy and healthy, stay connected and stay positive.
COMMUNICATIONS DIRECTOR Heather Davis, ASID, CID, NCIDQ, WELL AP Communications@va.asid.org STUDENT REPRESENTATIVE TO THE BOARD Lillie Price, Student ASID StudentRep@va.asid.org CHAPTER ADMINISTRATOR Sharlyn Thacker, ASID, CID, LEED Fellow, WELL AP Administrator@va.asid.org
- 6 - ISSUE 1 2020| ASID WASHINGTON METRO AND VIRGINIA CHAPTERS
Cheers,
Matthew Lee, ASID, CID, LEED AP BD+C, WELL AP President, ASID Virginia Chapter
M. Jane Johnson M. Jane Johnson is an well established award winning artist based at the Workhouse Arts Center in Lorton, VA. Her work is created from acrylic, collage, oil pastel, stenciling and often has more the 50 layers creating beautiful colors and rich textural surfaces. She works with interior designers finding and creating the right work for their projects.
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2020 ASID WASHINGTON METRO COMMITTEE CHAIRS & MEMBERS CEU COMMITTEE
sydney Pettengill, asiD, Chair Dana Lehmer, ASID
Cindy McClure, ASID, MCR, CKD, GCP Jewel Norlin, ASID
EMERGING PROFESSIONALS
Claire Tamburro, ASID
Cathy Thompson, Allied ASID
Krystal Tchatchouk, Allied ASID MEMBERSHIP COMMITTEE
Melvin hooks, asiD iP, Chair Judy Boitz, ASID IP
COMMITTEE
Lauren Cupples, ASID IP
Melvin Hooks, ASID IP
Jennifer Lynn Johnson
EVENTS COMMITTEE
NOMINATING COMMITTEE
lindsay Jones, asiD, nCiDQ, Chair
Rebecca hubler, asiD CiD, nCiDQ, CaPs, Chair Judy Boitz, ASID IP
Melvin Hooks, ASID IP
Rafael Fuentes, ASID
Donna sharpe, asiD, Chair
STUDENT AFFAIRS COMMITTEE
Anna Light, Allied ASID
isabella bastien-Curtis, student asiD, Chair
Annette Phillips, ASID
SPRING SPRUCE UP COMMITTEE
Krystal Tchatchouk, Allied ASID
Meg Poff DiPaola, ASID
Sydnye Pettengill, ASID Claire Tamburo, ASID
Cathy Thompson, Allied ASID GALA COMMITTEE
Patrick J baglino Jr., asiD, Chair Brittany Flock, ASID
Melvin Hooks, ASID IP
Rebecca Hubler, ASID, CID, NCIDQ, CAPS
annette Phillips, asiD, Chair Teri Dorfman, ASID
Rebecca Hubler, ASID, CID, NCIDQ, CAPS Phyllis Lustig, Allied ASID Kate Magee, ASID
Cathy Thompson, Allied ASID
Krystal Tchatchouk, Allied ASID
ASID WASHINGTON METRO AND VIRGINIA CHAPTERS | ISSUE 1 2020- 7 -
Excellence in
Charlie turner, asiD, nCiDQ Director of Interior Design Principal Megan hochman, asiD, nCiDQ Director of Interior Design – DC lindsay Jones, asiD, nCiDQ Interior Designer CHAMBERSUSA.COM
commercial
CHAMBERS | Planning, Architecture, Interior Design In 1998, with a vision of being the most elite club in the region for health, well-
ness, and socialization, the Oxford Athletic Club (OAC) broke ground in
Pittsburgh with a facility unlike any other in Pennsylvania. Today, to secure
their position as a premier fitness club in the industry, OAC sought out design
experts for facility enhancements.
Chambers worked with the Club to develop design solutions that intertwine
fresh aesthetic with supreme functionality in an effort to position the Club as a
fitness leader not only in Pennsylvania, but in America. The renovations
included a partial demolition and significant interior renovations to the existing
building. Additionally, minor exterior elements of OAC have received a
“facelift” to match the club’s new logo and modern direction.
- 8 - ISSUE 1 2020| ASID WASHINGTON METRO AND VIRGINIA CHAPTERS
Interior enhancements received the most attention—
from custom light fixtures to contemporary furnish-
ings to thoughtful materials and architectural details,
the Club bolsters stylish, state-of-the-art elements
for current and prospective members to enjoy. For
added convenience, the new Market Café elevates
the casual, on-the-go dining experience with sit-
down dining and lounge areas, prepared meal options
crafted from locally sourced farms, and self-serve
taps for beer and wine.
The nearby WiFi Lounge provides an area to plug-in
and connect—a necessity in today’s lifestyle. In addi-
tion, new golf simulators, putting green, and an
accompanying lounge pair precise craftsmanship with
advanced technology for an exciting area for social-
ization among members.
ASID WASHINGTON METRO AND VIRGINIA CHAPTERS | ISSUE 1 2020- 9 -
Renovations also made room for
new boutique fitness areas for
group exercise and personal
training, including cycling, yoga,
Pilates and boxing studios.
Thoughtful designs also make way
for cutting-edge training programs
like Reaxing, which focuses on
‘total body’ wellness and neuro-
muscular training to help improve
brain function. The Club’s
youngest members also benefit
from the new Youth Areas, which
celebrate technology and include
fun, tasteful, brightly colored
elements for children to enjoy
their very own spaces.
With a butler style building, all the
ceiling equipment including
HVAC, sprinkler, lighting, sensors,
etc. and ceiling materials were
suspended and exposed posing
unique design solutions. Existing
structural columns throughout the
renovation were also creatively
hidden within millwork and mate-
rials. Throughout the entire reno-
vation, the design team paid
careful attention to function and
adjacency while incorporating
design elements and materials that
reflect motion, as well as modern
solutions to fulfill the high-perfor-
mance needs of today’s fast-
paced, health-conscious lifestyles.
- 10 - ISSUE 1 2020
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ASID WASHINGTON METRO AND VIRGINIA CHAPTERS | ISSUE 1 2020- 11 -
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TIME BILLING By Marc A. Molinsky
As the leading provider of bookkeeping and expediting services to interior designers in the United States, we have seen first-hand how the interior design industry has been changed dramatically over the past 20 years. No change in the industry has impacted design businesses more than the way designers charge fees for their services. Pre-1990, the interior design business model was originally designed to build in all or most of a designers’ fees directly into the price of the product. This technique, called “charging retail” allowed interior designers to receive a “built in” 40% profit margin (which also equates to a 67% “markup” on the designer net price). For example, if a designer were to sell a sofa to a client with a $10,000 suggested retail price, they would achieve a profit of $4,000 because their net designer price would typically be 40% “off retail” or $6,000. This “built in” profit margin of 40% was precisely what a design business needs to achieve a reasonable bottom line. This “retail” model was quickly blown up by the internet when consumers for the first time had gained transparency into designers’ profit margins. Consumers were quick to condemn this model because they could not imagine how and why a design business would need to make some much money on product to sustain their businesses. Consequently, designers were forced over to reduce their markups on product from 67% down to 35-40% despite the fact that the cost to run their businesses had not changed and if anything went up. Given the financial reality that a design business cannot run their businesses on simply a 35% markup, designers slowly over time began charging hourly for their time. The evolution of the time billing model for interior designers has overall been a positive change for the industry but it is a model that has some challenges that must be overcome for a designer to achieve a healthy profit margin. Based upon our years of experience and research, the following is a list of the top 5 challenges h ll th h designers hat d i are currently l facing f i with i h time i billi along billing l with our recommen ndation for how to solve them: Keep Description of Time on Invoice Short – It is veryy common for interior designers to use very ve ery lengthy descriptions of their work in their time billing invoices with the intention of “answering all of the clientts questions up front”. Our experience has shown us that lengthy descriptions ma ake the billing process far more tedious and cumbersome and though not intuittive, it actually results in more client grumbling, not less. We recommend that you y group and present your time in general categories such as: sourcing, client communication, vendor communication, on site meetings, project manage ement, project administration, travel and construction management. This ap pproach will speed up the time billing editing process and reduce the amount of painful client feedback. Negative Client Feedback – It is very common for interio or designers to receive negative feedback from their clients about their time billling invoices because
- 14 - ISSUE 1 2020| ASID WASHINGTON METRO AND VIRGINIA CHAPTERS
clients do not have a clear understanding of how much time and effort is required behind the scenes to bring a design to reality. This negative feedback can significantly impair a designer’s confidence and consequently cause them to invoice far less time than what their contractual arrangement allows. We recommend that you carefully consider what type of client is giving you negative feedback before making any changes to your time billing process. We recommend that you classify each of your clients as either A, B or C. A & B clients are reasonable people that value what you do for them and they are interested in you making a profit on your work. C clients do not value your time or your design, regardless of their net worth, and therefore you should not take their criticisms to heart because they are not reasonable in nature. Find the Right Time Tracking System – There are countless systems currently being used by interior designers to track and invoice time (ie. Microsoft Excel, Google docs, Quickbooks, Studiodesigner, Harvest and DesignerLinkapp.com). Finding the right system for your firm can be challenging due prodigious number of options. We recommend that you try and use the same system for both of your time billing and accounting – so if you use Quickbooks for accounting, it is best to use Quickbooks for your time billing (the same holds true for Studiodesigner). Our experience shows that Harvest and Designerlinkapp.com are the most user friendly and popular time billing software other than Quickbooks and Studiodesigner. Managing Client Expectations – Due to the tremendous amount of time that goes into a design project, it is imperative to manage the clients’ expectations of your time billing from the very beginning of a project. Although it must be explained to the client that it is impossible to give them an exact estimate of your time before the project starts, you can tell them that time billing usually represents 20-30% of the total project spend ((w which includes the sum of hourly billings, cost of product of labor and markup p)). You can also explain that where they fall in that range will depend on how custom and how decisive they h are during d i the h sourcing i process. Are Yourr Billing Rates in Line with the Mark ket? Interior designers generally ly do not ha ave access to the time billing rates of o other firms in their region so it is a very common problem for firms to be charging far less for their time (or more) than the market rates. We recommend that you try ry to join a network of design ners in your area that are comfortable in exchanging information about the eir own firms in a “non-threatening” way. w These designer groups are growing in popularity and likely to present in n your city.
Ma M arc rc is is curr rrently ly the fo founde er and CE CEO of Des esig ignerA rAdva vantage, e, Inc., the nation's 's firs rst and d larg rgest provider of business services and softwa ware ex exclusively c to the interior desig ign tra rade. Pr Prior to fo founding ng De essig ignerA rAdva vantage, e, Marc rc obtained his CPA PA wh while working ass an auditor at Ernst & Young, LLP. Marc obtained his B.S. in Accounting at Boston Colleg ege.
Meet Industry Partner, Chapter Sponsor and ASID volunteer Judy Boitz I love my position as Territory Manager for FABRICA in Maryland, Washington DC and Northern Virginia. By representing a truly awesome and fashion-forward company, I provide the resources to designers and flooring retailers that enable them to specify and procure beautiful carpet, custom rugs and hardwood flooring solutions for many types of installations. My personal and professional goal is simply this ̶ to be of service to my community and to my industry. Merriam-Webster Dictionary defines service as “to be helpful or useful to someone.” These are simple words that define a simple concept. Execution of the concept, however, takes a lot of dedicated work and a sincere willingness to engage as a problem solver in complex and often challenging situations. Being of service was the legacy my parents passed along to me and I’m happy to continue their tradition of being helpful and useful. Being of service is also why I volunteer my time to the ASID Metro DC Chapter, serving on the Events and Membership committees. I’m privileged to be able to create the monthly Mix & Mingle social events
and to help boost ASID membership, especially within the Maryland design community. FABRICA supports my efforts by being an ASID Industry Partner on the national level through our parent company The Dixie Group. ASID is committed to the concept that Design Impacts Lives. Good design brings a positive change to the lives of so many people. In my opinion, service is a worthy goal because it also impacts people in significant and positive ways. I see its effects every day and I’m proud to be a part of meaningful change. In the end, it’s true what they say about volunteering – one gets far more out of it than what one puts into it. I get to meet fun, creative and dedicated people everywhere I go, and they in turn help to nourish my soul. How can I be useful to you?
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ASID WASHINGTON METRO AND VIRGINIA CHAPTERS | ISSUE 1 2020- 15 -
Excellence in
residential
after
LORNA GROSS INTERIOR DESIGN Looking for the ultimate “staycation� home? That is exactly what the home-
owners of this custom-built 13,000 square foot Georgian-style estate in Virginia
set out to design. The home features four living rooms, five bedrooms, a
bowling alley, a bar, a media room, an indoor swimming pool, and multiple
outdoor spaces for entertaining or relaxing. This house just may have it all. The couple worked with LORNA GROSS Interior Design to create a variety of
spaces where they could entertain friends and family, but also relax. They
sought design that was comfortable yet sophisticated without being pretentious.
With the parent of one of the owners planning to live in the home with them,
they required a design that would be multigenerational. They valued detailing in
the design and were interested in incorporating heirloom pieces throughout the
home, such as a few original Michel Delacroix paintings. - 16 - ISSUE 1 2020| ASID WASHINGTON METRO AND VIRGINIA CHAPTERS
Although the house is expansive, Gross designed
each room to feel welcoming and warm. She inte-
grated a multitude of details and textures in subtle
ways, so each space would be inviting to visitors.
One of the entries of the home radiates warmth
with cornhusk floor lamps framing a bench uphol-
stered in yellow grass cloth – a great opportunity for Gross to feature the walnut stained flooring
that appears throughout the home.
Continuing to bring warmth into the vast home,
Gross had the kitchen cabinetry painted white with
a light glaze while pale blue walls add contrast. The kitchen bar stools were upholstered in a soft blue
leather so that food could be easily wiped off.
Nearby, the morning room features a cane-backed
bench and a clean valance so the view would remain the showstopper.
Upstairs, the recreation room has a slightly more
casual take. One goal for this space was to create
a comfortable TV viewing area. The few windows
in the room limited the amount of natural light, so
Gross incorporated buttery yellow draperies to
give the room a lift and fresh look. Just off of this room is a balcony that faces a beautiful vista. A
custom day bed swing was designed to accommo-
date afternoon naps in this dreamy space. Gross
sourced the high-back bird nest chairs to offer
additional seating for guests. Photography by Angie Seckinger
ASID WASHINGTON METRO AND VIRGINIA CHAPTERS | ISSUE 1 2020- 17 -
With a strong affinity for outdoor rooms, Gross
included a three season room for the homeowners to
enjoy great meals with company for the most of the
year. The space holds a dining table, suitable for indoor
or outdoor gatherings, with leaves that make it able to
accommodate up to 10 people. Although this property
boasts numerous entertainment spaces, it is the
bowling alley that is a hidden gem. Incorporated into
an open floorplan with the home’s media room and bar,
acoustic ceilings help to restrict the sound from
spreading to other areas of the home. The walls were
highlighted by pub seating and vintage game boards
and posters. Gross sourced rare collectible Guinness oil
paintings by John Gilroy and original pub signs from
Ireland to give the space more character. A custom
built-in creates a respite for those who’d prefer to take
a moment to enjoy a round of chess.
With so many recreational spaces on their property,
now these Virginia residents don’t have to travel far for
entertainment. They can feel as if they are on vacation
while they are right at home.
- 18 - ISSUE 1 2020| ASID WASHINGTON METRO AND VIRGINIA CHAPTERS
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Designing your
2020
Strategy
Invite those you respect and trust to help you navigate your firm forward.
By Julia A. Molloy The year is almost over! Do you know what that means? Yes, it’s time to plan on setting aside some time
to review our progress this past year and look forward to the New Year! Next year is going to be a great one and I’m truly looking forward to it. So how do we begin? Well, we all hear about goal setting and
resolutions for the New Year and I’m all for it, but there is something that comes first, STRATEGY!
Before you can prioritize and set goals, you need an overarching strategy session! I recommend having
2 a year, one at the beginning of January and one during the 3rd quarter if possible. There are a few
prerequisites and components involved with strategy sessions.
- 20 - ISSUE 1 2020| ASID WASHINGTON METRO AND VIRGINIA CHAPTERS
List out items for discussion including challenges, problems and areas for growth.
1
You need your company’s key characteristics clearly defined and updated
3
have an agenda or list of objectives Like any meeting, put together a list of objectives or an agenda
of items you’d like to discuss and resolve during the meeting.
Often the first one will be to review all products and services as well
as areas of concern or need for refinement. Pull them together and
Those of you that know me well know that I constantly refer to the key
brainstorm about what is possible and what fits with your firm’s mission
short phases that describe your firm’s values. The bottom line is, you
meeting for that. This is all about ideation, vision and overarching direction
characteristics. Simply put, this is a list of a dozen or so adjectives or
need guiding principles and a mission statement to help you navigate through all the ideas and options that will come up in your strategy meeting. You will also want to put some ideas down on paper and
develop an outline for a meeting agenda.
2
Put together an advisory board
Who are the few people that you absolutely trust and respect
for their savvy, expertise in their field, sage experience and vision?
Find them and invite them to be an adviser for your firm. You just
need 1 to start. They can be a senior member of your firm if you’re
fortunate enough to have someone of that caliber on your team. All
that is required on their part is to join your 2 strategy sessions each year. It is helpful if most of them are in completely different fields and bring to the table strengths that you do not possess.
and values. Don’t focus too much on logistics, as you’ll have a separate for your company’s growth and development as well as innovative ideas for solving issues you’ve been challenged by.
4
hold the meeting out of your office, in an inspiring environment
Studies have shown that you cannot think ‘outside of the box’
very effectively when you are physically sitting ‘inside your box’. So
have the meeting out of your normal environment. Preferably somewhere uplifting, non-distracting and open feeling. High ceilings are important
and expansive views are ideal. Changing the scene will disrupt your
normal thinking patterns and make new ideas come to you more easily.
Have lunch brought in and run from morning through the end of the day. You may need to have a 2 day intensive, especially as you run yours for the first time, or as massive growth or changes are occurring
in your interior design business.
ASID WASHINGTON METRO AND VIRGINIA CHAPTERS | ISSUE 1 2020- 21 -
5
follow it up with a plan of action meeting to discuss implementation and timing
Once you are clear about what you want to create
or the solutions to implement, it is all about execution. Have a secondary meeting a couple days later
with the team members or advisory board members
that are logistically oriented and get a firm plan of
action on the books. Include tasks, timing and the
persons accountable so that it really does get done. Add all tasks to your Master Task List and if needed,
hold a few follow up meetings at set intervals to
To effectively implement, establish clear tasks, who is responsible and when it is to be done.
discuss progress on assigned projects.
Your objective is to come up with an overarching approach and direction for your
interior design business. You’ll want to emerge with a crystal clear understanding
You will be empowered by the clarity this session will provide. Once your strategy
is clear, you are ready to set goals, milestones, and plan for the needed resources
of what your firm does and, more importantly, what it does NOT do and who it
to accomplish your goals.
along with your various modalities for charging for them.
To assist you in this process, I have created a Strategic Plan Worksheet. It can serve
does it for. Be clear on your ‘packaging’ or how you present or bundle your services,
Accessories ucts
Antiques
Craftsman
Appliances
Cabinetry
Delivery/Moving
Art Installation
SHOP Awnings
Fireplaces
ture Custom
Artisan/
Bedding/Mattresses
as a template for putting your thoughts down on paper as you start to formulate
your ideas for where you are going next year. I hope it is helpful. Enjoy!
INDUSTRY PARTNERS
Carpets/Rugs
Ceilings
Doors
Flooring
Framing
Furniture Refinishing
has over 2 decades of operations experience, 12 of them in the design field and has a
Drap
Drafting/Surveying
Fabrics
specialist for the interior design industry. She
Construction/
Decorative Details
FIRST
Fabric Protection
Julia Molloy is the leading operations
Cleaning Services/
Custom Storage Solutions
Designer Services
ery/Blinds/Shutters
rors
Art
Computer/Software Services/Web Design
Contractor/Millwork
Murals
Aquariums
Audio-Video/Electronics
Botanicals Products
ADA Compliant Prod
Acoustical Ceilings/Sound Masking
Fans
wealth of knowledge from the interior design, graphic design, operations and technology
Faux Finishers/
Furni
Furniture Commercial
sectors. She is a sought after speaker, a
Business of Design faculty member, on the Better Practices Network board of advisors,
Glass/ Mir
Furniture Residential
ResearchHardware the newest and best products Hardwood Flooring Home Theaters/
Green Products
has been a continued education instructor to
anytime you wish. It’s quick, it’s easy, and it’s the
Music/Game Rooms
HVAC/Air Circulation
Kitchens
Laminates/Solid
the faculty at New York School of Interior Design and a member of ASID. Molloy has
right thing to do. Shop Industry Partners first-
Surfacing
Landscaping
Liaison/Design Center/Showroom
Light
and support those companies that make our ing
Linens/Bedding
Marble/Granite/Stone
Mattresses
Murano Glass
Chapter events, programs and CEUs possible.
Operable Walls Paint
Other
Outdoor Furniture/Accessories/Garden Art
YOURPhotography GREATESTPianos/Musical RESOURCEInstruments FOR THEPlants/ FINEST INTERIOR PRODUCTS & Landscaping Plumbing/Fixtures Pools and Spas SERVICES Professional Orga nizing
Painting
Quartz Surfaces
er Doors
Table Designs
Reproductions
Restoration
Textile Protection
Tile
Upholstery
Plaster/Custom Painting Wainscoting/Raised Panel AMERICAN Web Services
SOCIETY OF Window Covering Motorization INTERIOR DESIGNERS
dow Treatment
Windows
Services
Venetian
Wall Coverings
Window Films
Wine Cellars / Storage
Show
Win
Wood Finishing
- 22 - ISSUE 1 2020| ASID WASHINGTON METRO AND VIRGINIA CHAPTERS
also chaired the ASID Student Affairs Committee and the board of advisors for the Art Institute – Interior Design program. Julia Molloy is also the founder of the renowned BOLD Summit – Business of Luxury Design Summit. This event focuses on the special business needs unique to firms positioned in the luxury market and is a powerful catalyst for luxury focused interior designers and architects around the world. In pursuing her
mission to advance the industry, each year she galvanizes the world’s leaders in luxury design to share their wisdom and advice. The BOLD Summit continues to be a driving force for enriching lives and propelling excellence in the design community around the globe.
Photography: Jen Chappell
Your Premiere Resource for Every Project.
americaneyewdc.net
7:28 PM ASID WASHINGTON METRO AND VIRGINIA CHAPTERS | ISSUE 1 2020- 23 -