TX GULF COAST
DESIGN VOL 1 2020
|
ISSUE 77
BOARD OF DIRECTORS
President’s Message
I
hope you all have had a successful start for 2020 and are busy working toward achieving your resolutions and
goals for coming year. As a member of design industry’s association, that represents all sectors of design, you have access
to programs, tools, research, network of peers and industry partners that can assist you to achieve your business, career and
educational milestones.
This year I would like to encourage all of you to get the most out of your membership. Make a point of attending local and
national events, conferences and networking functions to gain knowledge, expand your resources, advance your career and
connect with your peers and Industry Partners. For more information about events and resources available to you, check out your local chapter and national websites.
All of our TXGC events are planned by our volunteer Committee Chairs and Committee Members and supported by our annual Sponsors. If you would like to take your membership to the next level, join one of our committees and start building
new connections and friendships as you get involved with your community. I hope to see you at next ASID event! Sari Karki Rajabi, ASID, RID
ASID Texas Gulf Coast
Chapter President 2019-2020
President Sari Karki Rajabi, ASID, RID president@txgc.asid.org 281.686.1745
President-Elect Laurie Coton, Allied ASID President-elect@txgc.asid.org 281.650.6081 Financial Director Kevin Vick, Industry Partner Finance@txgc.asid.org 713.387.9362
Communications Director Desiree M. Guillory, ASID, RID Communications@txgc.asid.org 832.270.0017
At-Large Director Nubia Heinz, Industry Partner at-large@txgc.asid.org 713.542.6245
Membership Director Alison Dominguez, ASID membership@txgc.asid.org 713.419.6420
Chapter Administrator Janie Mitts Moore administrator@txgc.asid.org 713.626.1470
Professional Development Director Candice Rogers, Allied ASID ProfessionalDevelopment@txgc.asid.org 404.642.4355
Student Representative Sarah Granier, Student ASID StudentRep@txgc.asid.org 281.753.9140
TEXAS GULF COAST CHAPTER | VOL 1 2020 - 3 -
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TX GULF COAST
DESIGN VOL 1 2020
|
ISSUE 77
TX GULF COAST TEXAS GULF COAST
DESIGN VOL 1 2020
|
ISSUE 77
ON THE COVER: Davison Project
SLOVACK-BASS Marjorie L. Slovack, ASID
ASID HQ 718 7th St. NW, 4th Floor Washington DC 20001 Tel: (202) 546-3480 Fax: (202) 546-3240 asid@asid.org • www.asid.org EDITORIAL VOLUNTEERS Communications Director Desiree M. Guillory, ASID, RID Magazine Committee Candy Castle, Allied ASID Elnaz Irby, Allied ASID
in this issue
CHAPTER OFFICE 7026 Old Katy Road, Suite 285 Houston, Texas 77024 T: 713-626-1470 Office Hours: 10am-4pm Mon-Thurs Closed Friday www.txgc.asid.org
Chapter Administrator Janie Mitts Moore 713-626-1470 administrator@txgc.asid.org
Advertising Sales Jamie Williams • 352.448.5873 jwilliams@dsapubs.com
TXGC DESIGN Magazine is published quarterly for the Texas Gulf Coast Chapter of the American Society of Interior Designers by DSA Publishing & Design, Inc. Editorial content and Magazine are controlled and owned by the Texas Gulf Coast Chapter of ASID. Reproduction of this publication in whole, in part, in any form is strictly prohibited without the written permission of the Texas Gulf Coast Chapter of ASID.
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Contributors Karen Ashcraft, Southwest Sales June Rives
03
PRESIDENT’S MESSAGE
03
BOARD OF DIRECTORS
06
DESIGNING YOUR 2020 STRATEGY
10
EXCELLENCE IN DESIGN - COMMERCIAL
13
ASID SPONSORS
14
5 REASONS OUTSOURCING MAKES SENSE
16
EXCELLENCE IN DESIGN - RESIDENTIAL
20
THE INTERIOR DESIGNER’S GUIDE TO WEBSITES
21
AllArt
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Blatt Billiards
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Meredith O’Donnell Fine Furniture
Creative Blinds
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Schenck & Company
G&S Custom Draperies
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Upper Bay Frame & Gallery
Dallas Rugs
Houston Custom Metal Works, LLC
Ladco
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Lucky Gem Imports
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Manchester Carpet
Bellapelle / GH Leather
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The Lonestar Range Hood Company
07
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Mitchell Gold + Bob Williams
Sneller Custom Homes & Remodeling
Venetian Blind & Flooring Vivaldi Lifestyles
M&M Carpet Showroom TEXAS GULF COAST CHAPTER | VOL 1 2020 - 5 -
DESIGNING your
2020
Strategy 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!
1
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.
You need your company’s key characteristics clearly defined and updated
Those of you that know me well know that I constantly refer to the key
characteristics. Simply put, this is a list of a dozen or so adjectives or
short phases that describe your firm’s values. The bottom line is, you
need guiding principles and a mission statement to help you navigate
through all the ideas and options that will come up in your strategy Invite those you respect and trust to help you navigate your firm forward. 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.
- 6 - VOL 1 2020 | TEXAS GULF COAST CHAPTER
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
brainstorm about what is possible and what fits with your firm’s mission
and values. Don’t focus too much on logistics, as you’ll have a separate
meeting for that. This is all about ideation, vision and overarching direction
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.
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List out items for discussion including challenges, problems and areas for growth.
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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 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
of what your firm does and, more importantly, what it does NOT do and who it
does it for. Be clear on your ‘packaging’ or how you present or bundle your
services, along with your various modalities for charging for them.
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 to accomplish your goals.
To assist you in this process, I have created a Strategic Plan Worksheet. It can serve 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! Julia Molloy is the leading operations
specialist for the interior design industry. She has over 2 decades of operations
experience, 12 of them in the design field and has a wealth of knowledge from the
interior design, graphic design, operations and
technology sectors. She is a sought after speaker, a Business of Design faculty member, on the Better Practices Network board of advisors, has been a
continued education instructor to the faculty at New York
School of Interior Design and a member of ASID. Molloy has 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.
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TEXAS GULF COAST CHAPTER | VOL 1 2020 - 9 -
DESIGN
Excellence in
commercial
BERGAMOS RETREAT AND SPA Friendswood, TX Belinda Bennett, ASID | Bennett Design Group
Belinda Bennett, ASID, principal of Bennett Design Group, was approached by Marylyn Reed,
the granddaughter to the Mary Kay cosmetic empire. The project, located in Friendswood Texas,
included the design of a major 2 story addition that wraps around her existing spa, which was also repurposed. The result is the largest, freestanding day spa in the United States.
Through the owner’s personal world spa experiences, Marylyn brought treatments not available elsewhere unique to Bergamos Retreat. Belinda’s approach was to have each space reflect its
own personality as it relates to the service, all while keeping a cohesive feel throughout the overall
- 10 - VOL 1 2020 | TEXAS GULF COAST CHAPTER
spa’s 25 plus different areas. Among those areas are: Main lobby, gift shop, Full hair salon and blow dry bar, Himalayan Salt Cave,
yoga room, event center, male lockers, female lockers, Therme
water therapy circuit with steam rooms, dry sauna, therapeutic
hot pools with neck swan jets, showers, 21 treatment rooms,
German-engineered Gharieni treatment tables, quartz table room,
product apothecary, nail salon, pedicure area w/ zin garden, spray
tanning, waxing, Full service high-end wine bar, cafe bistro, outdoor
café, catering services, full restaurant kitchen, staff support areas, laundry and business office spaces.
BDG’s space-planning and layout of the overall spa, grouped areas
by most active and noise producing in the front. This allows clients
to decompress as they move thru the space from active to quiet.
Planning also reduced Staff and client cross traffic. There were also space considerations of clients that are robed and those that
are not, ensuring maximum comfort for all guests. All millwork
was designed around specialty equipment to prevent and conceal clutter and maintain a sense of calmness.
TEXAS GULF COAST CHAPTER | VOL 1 2020 - 11 -
Drawing inspiration from the owner’s favorite
city, Bergmo, Italy, the spa reflects a Renaissance-
era Europe with touches of glam. It was impor-
tant to create a public hub space with two
story windows, allowing focus on the abundance of natural light and showcasing the birds,
beautiful creek and trees located in Bergamos’
back yard. The design demonstrates a recurring
Bergamo, Italy theme of a harlequin/ diamond
pattern on millwork, doors, and floors. The
color palette, full of earthy, rich shades of
cream, gold and metallic bronze create a sense
of comfort and warmth. Accents of silver for wall coverings, light fixtures and furnishings
added to the rich mix of materials creating
opulence.
BDG was also included in the coordination of specialties such as the kitchen/bar layout,
salt cave, whirlpools, Gharieni rooms and a
future “freeze room”. Another key element
that was included in the scope were the lighting
selections as they are critical in setting the mood wanted for each area. Incorporating
windows for natural light, gives clients flexibility
to have sunshine or darkness during their
unique treatment and experience.
Bennett Design Group knew this was once
in a lifetime design experience and hopes that the Greater Houston Area will enjoy this fabulous space and return often.
Bergamos retreat and spa Friendswood, TX www.bergamosretreat.com
Belinda Bennett, ASID Bennett Design Group www.bennett-design.net
- 12 - VOL 1 2020 | TEXAS GULF COAST CHAPTER
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TEXAS GULF COAST CHAPTER | VOL 1 2020 - 13 -
5 REASONS OUTSOURCING MAKES SENSE By Marc A. Molinsky “Outsourcing” is becoming more popular with interior
design firms than ever before. In fact, our research shows
that nearly 8 out of 10 interior design firms outsource at least one component of their business to a third party.
As labor and benefits costs continue to increase, it has
become much riskier and expensive to hire in-house
employees. This increasing demand for outsourcing has resulted in many more businesses popping up within the interior design industry that offer outsourcing.
The most common task that designers outsource is book-
keeping. Bookkeeping is the ideal candidate for
outsourcing because it is not a skill that is taught in design
school and it is very expensive to hire and manage inhouse. DesignerAdvantage, Inc. has become the
leading provider of outsourced bookkeeping and
ordering services for interior designers because they
understand all of the intricacies of the design business. Other tasks that are commonly outsourced by designers
are CAD drawings, purchasing/ordering, social media
management and public relations.
One of the newer outsourced services within the industry is
the work typically performed by an assistant designer such
as sourcing, budgeting, project management and installations. Coupar Consulting, a consulting firm based out
of San Francisco, is the first in the industry to offer a unique
suite of services for interior designers which includes assistant design work, public relations, website design and social media management.
2504 Bissonnet Houston, TX 77005 713-528-2404 www.vbaf.com - 14 - VOL 1 2020 | TEXAS GULF COAST CHAPTER
There are the 5 primary reasons why outsourcing has become more popular in the interior design industry: REDUCE COST - The most popular reason to outsource business functions to a third party is to reduce costs. Outsourced providers can execute tasks faster and cheaper than in house employees because they hyper focus their business and invest heavily on perfecting that one task resulting in savings and efficiencies for their clients. VARIABLE EXPENSE – Variable expenses are business expenses that typically increase or decrease along with the size of sales and they can be controlled and “turned off” as needed. Examples of variable expenses are sales and marketing, office supplies and consulting. Fixed expenses are expenses that cannot be turned off such as payroll, rent, and insurance. Outsourced services are considered variable and therefore, are more attractive for your firm. FOCUS ON WHAT YOU DO BEST – By outsourcing your firm’s “non-core competencies” you are allowing you and your employees to focus the majority of your time on the aspects of your business that you do best, which results in happier employees, better employee retention and most importantly, a higher level of customer service for your clients. MORE TIME TO GROW YOUR FIRM – Your firm will function better and faster when your internal staff are not spending a significant amount of their time the smaller, less critical tasks of the business. Outsourcing allows you to increase the capacity of your firm to take on more business without the expense and time needed to hire and train new employees. BEST PRACTICES - When you outsource you are essentially hiring an “expert” in that particular task and therefore you have access to the best practices in that particular area of the business. Our research shows that design firms who opt to outsource non-core competencies to a third party generally are happy with their decision and tend to commit to those resources long term.
Marc is currently the founder and CEO of DesignerAdvantage, Inc., the nation's first and largest provider of business services and software exclusively to the interior design trade. Prior to founding DesignerAdvantage, Marc obtained his CPA while working as an auditor at Ernst & Young, LLP. Marc obtained his B.S. in Accounting at Boston College.
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TEXAS GULF COAST CHAPTER | VOL 1 2020 - 15 -
DESIGN
Excellence in
This project was very unique for being able to create an environment that was truly family centered, but really elegant and light. The family unit, with two
young sons and one daughter, are accommodated
with plenty of space and action spots, and their own media and game room downstairs.
- 16 - VOL 1 2020 | TEXAS GULF COAST CHAPTER
residential
The central hub of family and open kitchen with two
story views is balanced with an amazing entry space. The custom patterned, washed Oak flooring is the
highlight and the quiet railing in the plastered stairway
just adds architectural interest. We used a mirror
grouping over the entry console to add to the feeling of dimension in the space, with an incredible custom
light fixture, character seating and art added under
the stair to create a true gathering spot.
The Gentleman’s gathering spot in the library space,
tall ceilings, and outstanding Art add to the feeling
of spacious yet cozy, interesting and comfortable all at the same time.
TEXAS GULF COAST CHAPTER | VOL 1 2020 - 17 -
We created a moodier feel in the Dining with casual
wood table, but custom shaped, more formal chairs for a great mix. Most of the furnishings were custom
designed and fabricated, and several fabrics were
hand painted on drapery panels and upholstery.
Custom cabinet designs were created with an
“antique� furniture feel, and many antiques were
purchased for the home by the designers. Art played important role in the final touches throughout
the house.
Slovack-Bass
1325 Antoine Drive
Houston, TX 77055
www.slovack-bass.com Designers:
Marjorie Slovack, ASID, RID
Amy Lopez, ASID, RID
Kathia De La Torre, Allied ASID Builder:
K&C Classic Homes
- 18 - VOL 1 2020 | TEXAS GULF COAST CHAPTER
UPPER BAY
Frame & Gallery Patricia Donham 281-333-9199 Patricia@UpperBayFrame.com 2450 E. Main, Ste D League City TX 77573 www.UpperBayFrame.com
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Congratulations to Chairma Design Group and Herndon Design for their recognition in the TXGC 2019 Ruby Awards!
TEXAS GULF COAST CHAPTER | VOL 1 2020 - 19 -
The Interior Designer's Guide to Websites Here's What You Need to Know Before Investing in a New Site By Deb Mitchell
Undertaking the task of getting a new website isn't exactly at the top of most interior designers' "Yes, Please!" lists. The thought of starting from scratch with a brand new design and copy can be daunting. After all, it's a big investment of both your time and your money, and it's important for the success of your business that you get it right! But you don't need to dread a stressful, time-consuming process or fear ending up with a website that's somewhere between mediocre and absolutely disastrous as long as you know a few key things up front. Here's my take on what's most important for you to know before taking the plunge.
SHOULD YOU START WITH YOUR WEBSITE'S DESIGN OR ITS COPY? I can't tell you how many times I've been the bearer of bad news when my website copywriting clients have asked me to weigh in on their already finished website designs. More often than not, there's a bevy of layout and design elements that I know could be much better for marketing their services, like project images that are far too small to effectively showcase their designs, or no space allotted for client testimonials or a description of their processes. Even if your web designer is great at what they do, they're probably not experts at marketing for interior designers. Without understanding your industry, they simply won't know how to create a site for you that accommodates your unique needs - let alone offer ideas that are in keeping with your peers' sites while still differentiating you from your competition. Simply put, I believe that designing your site before mapping out your brand message and your copy is like pouring a home's foundation before drawing the plans. By doing so, you're creating one of two unhappy scenarios: 1. Settling for a new site that doesn't deliver a strategic brand message that fully appeals to your prospects 2. Paying costly change fees and dealing with substantial delays to make the initial site design suit your brand messaging needs. Instead, start your project with a team that includes a dedicated professional copywriter - preferably one well versed in brand messaging for creative professionals and luxury lifestyle industries. That way, you can be assured your copy and your design are being created simultaneously to complement one another, and that there's a brand messaging strategy behind both.
- 20 - VOL 1 2020 | TEXAS GULF COAST CHAPTER
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TEXAS GULF COAST CHAPTER | VOL 1 2020 - 21 -
IS IT OK TO REUSE YOUR OLD LOGO AND BRANDING FOR YOUR NEW SITE?
the information they need at a glance - including confirming to those local clients (who don't want to pay their designer's travel fees) that you're right in their backyard!
Your brand's logo, fonts, and colors send an important message to your prospects. They reveal what kind of designer you are just as much as your website's copy and your portfolio images do. If you let them get dated or if you don't invest in branding that's in keeping with the caliber of your interior design work, these visual branding elements can undermine the message you're trying to send about your brand.
HOW CAN YOU MAKE SURE YOUR NEW SITE'S COPY WILL APPEAL TO YOUR PROSPECTS?
While in my experience, most designers are very conscious of their visual branding's importance, they can be tempted to skimp on it when taking on the expense of a new website at the same time. Much like the spaces you design for your clients, the end results of your website project depend on the elements you put into it. While in some cases it may be just fine to reuse a few of your clients' existing furnishings in their new design, you also know that you'll undoubtedly be able to achieve a better result if they invest in items chosen specifically for the new design. The same goes for your logo and branding. If they don't seem dated and you feel they're still a good representation of your aesthetic, it's probably fine to reuse them. However, it will become dated and/or your aesthetic will change at some point - and usually sooner rather than later. Bear in mind that it's going to cost you more in the end to get new branding in a year or two since you'll also have to pay at that time to have it added to the website you're buying now.
SHOULD YOU PUT YOUR GEOGRAPHIC LOCATION ON YOUR NEW SITE? The argument designers often make for not placing their location on their website is that they don't want to limit themselves to local clients. After all, what designer wouldn't mind landing a high-budget gig in Paris or Dubai?! Or even in the next state over, as long as they're being paid fairly for their time and travel expenses. Point taken. But I can promise you three things: 1. If you're excellent at what you do, showing where you're located will never chase away great clients who are willing to pay your travel fees. 2. Not showing your location won't help those clients find you. 3. Not showing your location will absolutely prevent great clients in your area from finding you. Even if you include your location behind-the-scenes in your site's SEO, if local prospects don't see where you're located once they're on your site, they're likely to move on. People are not patient on the web. If you don't want to lose them, you have to give them all
- 22 - VOL 1 2020 | TEXAS GULF COAST CHAPTER
While brand voice and word choice certainly have something to do with making copy appealing, the main way to ensure your copy resonates with your prospects is by not focusing it on yourself. That seems counterintuitive - your prospects need information about you and how you do business. But keeping the focus on you and your story can actually work against you. Instead, center all your copy (including your About page) around your prospects. Address things like... What their challenges are and why you understand their struggles Why their needs match with your specific solutions How they'll benefit from your aesthetic and service model How they're in the right place because your background, experience, and expertise make you the perfect designer for them Of course, this also means you shouldn't try to make your copy appeal to everyone. You need to know your clients and prospects well; you need to understand how they think and what they need from a designer. Make sure your copy is for them and only them, staying focused on how every piece of information you give on your site relates to their specific needs. There's no need to drag your feet, fearing a long, painful project and unpredictable end results. If you start with these key items in mind, getting a new website that markets your interior design business beautifully will be an easy, breezy endeavor, as well as one of the smartest investments you'll ever make in your brand.
Previously a freelance features writer for lifestyle and shelter publications, Deb Mitchell now works with interior designers and other creative professionals through one-on-one copywriting, ghostblogging services, and online courses in content creation and marketing. With nearly a decade of experience in and around the interior design industry, Deb has a deep understanding of designers' unique marketing needs. She's currently undergoing a full rebrand and getting a new website for her own business, so she knows the struggle is real! For more of Deb's website tips, visit http://bit.ly/sneaky-website-mistakes .
r u O e e S e m o ! C s l a v i r r A New
7026 Old Katy Road ~ Suite 155 Located in the Houston Design Center Houston, Texas 77024 713.862.4434 www.LGIOrientalrugs.com
To the trade since 1978
832.767.4915 · hcmetalworks.com