DesignTexas Texas - American Society of Interior ...
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
design
Texas
Texas ISSUE 1 | 2018
TEXAS
FEATURING (ABOVE): GIGI SOFA, JAMES WING CHAIR, BEVERLY COCKTAIL TABLE AND BAR CART, VIENNA SIDE TABLE, TONIO LAMP, ORIGINAL WATERCOLOR PAINTINGS, ASSORTED BARWARE AND GLASS VASES, SHIMMER RUG, KINGSLEY-GLACIER DRAPES
JOIN TODAY:
Our new designer trade loyalty program
offers up to 35% savings every day and
exclusive access to special offers & services.
Contact a Signature Store for details.
to-the-T RA D E
DALLAS | PLANO | FORT WORTH | AUSTIN | MGBWHOME.COM
from our president
H appy Winter fellow ASID designers, students and Industry
Partners. A bright new year for the Texas Chapter of
ASID is in full swing with a couple of new Texas Chapter
board members, Texas Chapter chairs and design commu-
nity chairs. Please take a moment to visit the Texas Chapter of ASID’s
website to see who’s on deck for the upcoming year (www.tx.asid.org). As
volunteers for the Texas Chapter board and design communities, we are
here to help serve our members’ needs, please don’t hesitate to contact
ASID Students are a vital part of our
organization. Not only do they bring
a fresh perspective to the interior
design industry, but they encourage
productivity with their energy and
enthusiasm. I made a trip in October
to the West Texas Design Community for Texas Tech Career Day along with
J. D. Carter, ASID, RID, current West Texas Design Community Chair and
us with ideas or suggestions. Melissa Goodman, Allied ASID, past West Texas Design Community Chair.
Student were able to visit with ASID and IIDA professional members, Industry
A special thanks goes out to our incoming board members, Julie Partners and many vendors from the flooring, wall covering and paint
Reynolds, ASID, RID, president-elect, Kimberly Barrow, ASID IP Rep, manufacturing companies. It was a great opportunity to let students know
Financial Director, Jessica Wilhelm, Allied ASID, Professional Development how they can benefit from becoming an ASID member. Currently ASID is
Director and Jonathan Linares, Student ASID, Student Representative offering a one-time fee until the date of graduation for students. What a
to the Board. Thanks for taking up the baton and volunteering to serve great deal for many of our much deserving students. As most of us remember,
our members. every bit helps when you’re investing in your education. Take advantage
of the offer and visit www.asid.org for more details.
ASID leads interior design communities in shared conversations around
topics that matter: from evidence-based and human-centric design to Speaking of students, The Texas Chapter Student Symposium Committee
social responsibility, well-being, and sustainability. We showcase the headed up by Jane Lucas, FASID, RID, Jessica Nelson, Allied ASID and Jessica
impact of design on the human experience and the value interior designers Wilhelm, Allied ASID, developed a superb program for Student Symposium
provide*. These topics of conversation were reflected in an event September on October 27-28 in Austin. Day one, students met at the Shelton-Keller
22 called “Sustainability in the 21 st Century” presented by the University Group and took tours of residential and commercial spaces throughout
of North Texas at the downtown Dallas campus. The event focused on the Austin. Day two, at the Livestrong Foundation Headquarters, keynote
sustainability studies of graduate students presented by Lisa Tucker, PhD, speakers, Susan Wiggins from ASID Headquarters, D. C. and Haley Nelson
professor at Virginia Tech and Anna Marshall-Baker, PhD, professor at from Perkins + Will, D. C. collaborated in a panel discussion about the
University of North Carolina, Greensboro. The lecture focused on the double platinum (LEED and WELL) certified ASID Headquarters. Students
research by graduate students involving the relationship between research attended CEUs concerning trends in residential and commercial designs
and practice using biophilic designs models and sustainable environments conducted by faculty and leaders in the design industry. Professional
for school age children to advanced aged residents in memory care facilities. members along with Texas Chapter Board members were on hand to
Attending lectures with topics of today that focus on what should be on reviewed portfolios and resumes with students and discussed career oppor-
the horizon for tomorrow is important to keep us, as designers, relevant tunities for future internships. For more information please visit the Student
for future projects in our communities. If you get the chance to attend any Symposium website at: www.asidtxstudentsymposium.org.
event at many of the universities that focus on such topics, I’d encourage
you to go. Lastly, for the first time, the Texas Chapter of ASID will have a state wide
sponsorship opportunity. Hugh Scarbrough, ASID, RID, Past President,
As a professional organization, the American Society of Interior Designers Sponsorship Chair has put together sponsorship package and has gone
collaborates with others to promote the value of interior design. We live as of October 2017 with this exciting opportunity. Please visit the Texas
prepare our members to excel in a dynamic and evolving profession. We Chapter of ASID website for more information on how you can invest in
generate, collect, and disseminate applied knowledge*. I was able to the future of the chapter and design communities.
visit the San Antonio Design Community for the Pinnacle of Design
Celebration, and I was so excited to see how much these values were Here to the start of a great year!
elevated in their community by providing a way for designers and Industry
Partners to collaborate on projects and put those project before peers As always in your service,
in another state to be judged and awarded. Bringing everyone to celebrate
accomplishments and congratulate winners together always elevates a
community and I appreciated the warm welcome from not just members
from San Antonio, but some from Austin and Corpus Christi who also Christine Eustice, ASID, RID
attended the event. Texas Chapter of ASID President 2017-2018
- 6 - ISSUE 1 2018 | ASID TEXAS CHAPTER
design
Texas
DEPARTMENTS
HIGHLIGHTS FROM TAID 18
AUSTIN DC 36
DALLAS DC 38
FT WORTH DC 40
EL PASO DC 42
SAN ANTONIO DC 42
NEW MEMBERS 44
STUDENT NEWS 46
ASID Texas Chapter Office
Dallas Design Center DESIGNING HIGHER PROFITS
1025 North Stemmons Freeway
Suite 605A
Dallas, TX 75207-3700
T: 214-748-1541
11 Pricing Strategy in an Age of Disruption
By Julia Malloy
LEGAL DO’S AND DON’TS FOR INTERIOR
DESIGNERS
9am-3:30pm Mon-Fri
12-1pm closed for lunch
administrator@tx.asid.org
14 By Alan M. Siegel, Esq.
TURN YOUR ‘LEAKY BUCKET’ CONTENT
www.tx.asid.org
ASID National
1152 15th St. NW, Suite 910
16 INTO A CLIENT CATCHING MAGNET
By Deb Mitchell
CARING TO SHARE
Washington, DC 20005
Tel: 202.546.3480
Fax: 202.546.3240
membership@asid.org
20 The Magic of Glass
JAMES MARTIN
www.asid.org
22 Brings aging gracefully to a whole new level
MORRISON SUPPLY COMPANY
Publishing Staff
Celebrating 100 Years of Service
Advertising Sales
Duff Tussing • 972.562.6966
Mike Watt • 972.989.2208
24 EXCELLENCE IN DESIGN | Residential
Art Director • Dawn Lyon
Donna Guerra, ASID, RID
Design Texas magazine is published quarterly
for the Texas Chapter of the American
Society of Interior Designers by DSA
26 dg+a interiors
EXCELLENCE IN DESIGN | Commercial
Publishing & Design, Inc. Editorial content
and Design Texas magazine are controlled
and owned by the Texas Chapter of ASID.
Reproduction of this publication in whole,
30 Kendra Scott Corporate Headquarters
Sixthriver Architects
METROCON18 EXPO & CONFERENCE
in part, in any form is strictly prohibited
without the written permission of the Texas
Chapter of ASID. 34 By Laura McDonald Stewart, RID, FASID, LEED AP
ASID TEXAS CHAPTER | ISSUE 1 2018 - 7 -
Meet your Board of Directors
PRESIDENT PRESIDENT-ELECT FINANCIAL DIRECTOR MEMBERSHIP DIRECTOR
Christine Eustice, ASID, RID Julie Reynolds, ASID, RID Kimberly Barrow, ASID IP Rep Gina Roth, Allied ASID
president@tx.asid.org president-elect@tx.asid.org finance@tx.asid.org membership@tx.asid.org
PROFESSIONAL DEVELOPMENT DIRECTOR AT LARGE COMMUNICATIONS DIRECTOR STUDENT REPRESENTATIVE
DIRECTOR TO THE BOARD
Lisa Barron, ASID, RID Teresa McKinney Morgan, ASID
Jessica Nicole Wilhelm, Allied ASID at-large@tx.asid.org communications@tx.asid.org Jonathan Linares, Student ASID
professionaldevelopment@tx.asid.org studentrep@tx.asid.org
2017-2018 Board of Volunteers / Design Communities
Austin Programs Chair Programs/Special Events
Chair Jennifer Nutt, ASID IP Rep w/ Cambria Karen Parks, ASID
Jessica Nelson, Allied ASID
Programs Co-Chair Historian
Financial Chair Sarah Walker, ASID IP Rep w/ Pacific Shore Stones Cynthia Greco, ASID
Stephanie Lindsey, ASID
Special Events Chair Student Representative
Public Relations Chair LaRissa Bobo, ASID IP Rep w/ Cosentino Isabelle Pierce, Student ASID
Andria Preas, ASID IP Rep w/ Levantina
Secretary Special Projects
Membership Chair Stephanie Chavez, Allied ASID Nicole Mathis, Allied ASID
Sandy Weatherford, ASID
Membership Chair
Dallas
IP Rep w/ HOME Design & Decor
Matt Harris, ASID IP Rep w/ Bay Island Woodworks
Membership Co-Chair Chair
Linda Funay, Associate ASID Carrie Barron, Allied ASID Communications
Kristi Hopper, Associate ASID
Student Liaison Chair Past Chair
Cody Rackely, Student ASID Debra Stewart, ASID Communications
Jennifer Mueller, Allied ASID
Student Liaison Co-Chair Financial Chair
Evy Nguyen, Allied ASID Kathy Tomkins, ASID Communications
IP Rep w/ The Stone Collection Sonya Pickens, Allied ASID
- 8 - ISSUE 1 2018 | ASID TEXAS CHAPTER
Catering to the Design Trade
Audio/Visual Communications
David Rogers, ASID IP Rep w/ Dallas Amy Burns, ASID IP Rep w/ Morsco
Sight and Sound
Communications Co-Chair
Emerging Professionals Lisa Portillo, ASID IP Rep w/ Wilsonart
Grayson Knight, Allied ASID
Membership Chair
Emerging Professionals Abigail DeLaRosa, ASID
Andra Schwenk, ASID IP Rep w/ ProSource Wholesale
IP Membership Industry Partner Liaison
Stacy Coulter, ASID IP Rep Bo Reese, ASID IP Rep w/ Ferguson One Stop Resource
w/ Stacy Coulter & Assoc.
Student Liaison • Local or long distance delivery
IP Membership Tim Latta, Allied ASID • Receiving – Inspection – Inventory
Rudolf Valentino, ASID IP Rep
w/ Jean de Merry Historian
• Residential or Commercial
Phyllis Thomas-Crim, ASID
• Temperature controlled storage: short or long-term
IP Membership
• Art and mirror hanging
Melinda Crouch, ASID IP Rep
San Antonio
• Large scale project installations locally or nationwide
w/ ProSource Wholesale • Moving and relocation
Chair • On site moving, set-up, complicated assembly
Jamie Olivarez-Hernandez, Allied ASID
El Paso
• Expert packing
Chair Financial Chair
• Custom crating – shipping
Lorraine Huit, Allied ASID Heather Nunez, ASID IP Rep
w/ Marazzi Tile & Stone
Whether it is from our dock or the showroom floor, our team of
Financial Chair
trained professionals will handle and install the valuables of your
Vanessa White, Allied ASID Hospitality Chair
clients with the utmost care and professionalism.
Carlissa Montoya, ASID IP Rep
Historian w/ California Closets
While we take pride in our long standing relationship with our
Emily Greggerson, ASID IP Rep
clients, we are committed to continue earning the business of new
w/ Mohawk Industries Special Events (Business of Design)
customers as well.
Sheryl Beck, Allied ASID
Fort Worth
Our employees, equipment and procedures provide the highest
Special Events (Crown Jewel)
level of safety and security to protect the valuable property
Chair Dianne Clay, Allied ASID
entrusted in our care. Our team provides you with a comprehen-
Annette Mallard, ASID
sive package of services from pick-up to the final destination.
Communications
Financial Chair Courtney Siebold, Allied ASID
Lyndsay Kennedy, ASID IP Rep
w/ Cambria Industry Partner Liaison
Kendra Facundo, ASID
Financial Co-Chair IP Rep w/ Delta Granite & Marble
Megan Krantz, Associate ASID
Membership Chair
Programs Chair Cerissa Dougls, Allied ASID
Bryana Guy, Allied ASID
1110 Inwood Rd., Suite 102 | Dallas, TX 75247
West Texas
Tel: 214-637-7727 | www.designersdelivery.com
Special Events (Membership Dinner)
Julie Behr, ASID IP Rep Chair
w/ Vintage Floors JD Carter, ASID, RID
USDOT AND INTERSTATE
Special Events (Holiday Party) Financial Chair COMMERCE COMMISSION LICENSED
Marlene Small, Allied ASID Julie Ballard, Allied ASID FOR NATIONWIDE SERVICE
ASID TEXAS CHAPTER | ISSUE 1 2018 - 9 -
Why do clients and designers continue to trust
Fiber-Seal of North Texas to care for their fine furnishings?
• Fiber-Seal® has been used by homeowners • We have been awarded a favorite Industry
and design professionals since 1971. Partner by Dallas ASID designers for five
years in a row!
• We care for all soft surfaces such as wall-to-
wall carpeting, rugs, upholstered furniture, and • Being part of the Fiber-Seal network allows us to
draperies. share our research and expertise with our clients.
• We specialize in protecting and caring for the • Our NO ADDITIONAL CHARGE follow-up
finest fabrics and fibers including wool, silk, service ensures that help is just a phone call away.
linen, leather, and more.
For more information, please visit Dallas.FiberSeal.com or email us at Dallas@FiberSeal.com.
Fiber-Seal® Fabric Care System | 9879 Chartwell Drive | Dallas, Texas 75243 | 972.889.8807Designing
Higher Profits
Pricing Strategy in an Age of Disruption
By Julia Malloy
Disruption happens in every industry at some point. Forbes Magazine quotes market disruption as similar
to innovation, but “Disruption takes a left turn by literally uprooting and changing how we think, behave,
do business, learn and go about our day-to-day.” A market disruption often occurs as a result of events
that are widely perceived as economically detrimental. And that may be true in the short term.
As a Principal Designer, you have undoubtedly felt the squeeze over the last couple years. Online product
sales and lax trade only product sources have changed the consumer’s landscape, forcing most of the
interior design trade to adapt. Technology has a knack for forcing industry to evolve and become more
efficient. Just as the lightbulb displaced the oil lamp industry and the automobile forced the carriage
industry to adapt or die, disruption can be a harsh reality. It also represents the most fertile environment
for creating massive wealth. When the environment shifts, the ones who adapt quickest and employ the
best specific strategies, win big.
So, how do you approach adapting your own business model? There are some outstanding opportunities
and strategies that will help you thrive like never before. There are several keys to harnessing the power
of this wave. The first key is paramount and it has to do with billing. I work with designers in every corner
of the country and abroad and I have analyzed financials for hundreds of firms over the last decade. The
profit center for most firms has indeed shifted over the last 7 years.
ASID TEXAS CHAPTER | ISSUE 1 2018 - 11 -7KH%LOOLQJ0RGHO/DQGVFDSH The answer is simple; Gross Profit Margin. I propose the entire industry
shift its focus from billing model to profit margin. The quickly evolving
variables of mark-up, no mark-up, flat fee, hybrid, and time billing, make
it impossible to establish an advantageous profit strategy industry wide.
We cannot build the future of the industry upon the mindset of the past.
So, how do we do this and what is our target?
According to industry accountant, Marc Molinski of Designer Advantage,
our target is 40% gross profit margin on average for your projects. This is
extremely helpful! This means that if we can easily calculate the gross
profit margin for our projects, we can know if our billing model is serving
us well or not. But how do we calculate this?
First, before we talk about how to bill, I propose the framework for how This has been something I’ve been working on for over 2 years now.
you figure out pricing for your projects needs to shift. The evergreen Calculating an estimated gross profit margin (GMP) on a potential project
question about billing that everyone seems to ask, must change. The seemed nearly impossible, unless you’re gifted mathematically, which I
question usually goes something like this, “How much should I mark-up? am, well...let’s just say, NOT. And most designers aren’t either. That means
How much should I charge per hour? What about flat fee? What is the any solution would have to be easy and quick to use. So, I went to work
best model?” This was the right conversation to have up until about 10 on this challenge and came up with a self-calculating excel spreadsheet
years ago. Before the recession, the billing that has over 10,000 formulas built in that could
model was fairly stable. Time billing with a 35% do the heavy lifting for us. You enter in your esti-
“The GPM based billing
mark-up is what I usually saw, but now, this is mates for time, how much you pay your staff
not the best way to think about billing. method frees us from the and other basic metrics and it calculates the
billing model conundrum GPM for all three billing models; flat fee, time
The conversation needs to shift from billing and elevates our thinking to billing and hybrid, which is both - a design concept
model to profit margin. This is the fundamental fee and time billing for implementation.)
shift that we must make in order to adapt and
a more factual framework.”
win in this unstable landscape. First, the billing This method frees us from the billing model
model shifts depending on which part of the country you’re in, the type conundrum and elevates our thinking to a more factual framework based
of project and the echelon of clientele. Now, throw in the consumer - even on our profit, which is what really matters in the first place! This allows
high end clients, now shopping online and you’ve got a mess. This is why ANY billing model to work and that’s important because as profits on
it’s been so confusing for you. What works for your peers, may not work non-custom soft goods likely goes down for most of you, you’ll know
for you. If billing model isn’t your north star, how the heck are you supposed how to adjust your pricing for time or flat fee to compensate for lower
to figure out how to navigate your pricing structure? product profits.
- 12 - ISSUE 1 2018 | ASID TEXAS CHAPTERWhether you decide to use the It’s very liberating. It will also give you
Pricing Calculator tool I have devel- the profit structure and framework that
oped, or create one on your own, or will enable you to be nimble and respon-
simply have your accountant figure sive to changes in your profit numbers.
out your GMP, the profit margin, If you discover that when you calculate
not billing model framework is how you are going to win at this game the 40% GPM on a prospective project, the numbers seem higher than
over the next 5 years. Once you have your numbers, you can now use them what you are able to charge with your current clients or company positioning,
to navigate. If you see that profits are decreasing in one area, likely soft this indicates there are a few other elements in your business that you’ll
good sales, increase your flat fee or time billing so that you are at least need to adjust as well. Often times this is efficiency, another key to getting
40% GMP. profits up and elevating your firm as you move forward.
This same approach is to be taken when pricing a prospective project. We will discuss efficiency factors next time. Until then, if you would like
Estimate number of hours, profit on time along with total sales on goods to get more information on the Billing Calculator tool and the Pricing
and average margin on goods. Next, do the math to figure out the estimated Strategy Bootcamp that comes with it, feel free to reach out via phone or
GPM. Finally, nudge your numbers up or down as needed to get to at least fill out the contact form on my website https://www.juliamolloy.com/contact-
40% GMP. Once you have a number, based on real estimates and data, you us/ and I’ll be in touch.
Must Do’s
can plug it into your billing model and propose it to the client with a lot
more confidence. A solid contract helps too.
Keep in mind, once you know how much money you need to make on the
project based on how much time it will take and estimates on purchasing,
1. Track ALL Time Every Time
you are then flexible. If they say that they want a flat fee, you can now
calculate what that fee needs to be. You are no longer shooting in the dark.
2. Run as efficiently as possible
I have found that the client usually tells you how they want to be charged.
If you are focused on profit, not billing model, you are able to plug in the
right numbers into ANY model and get it to work in your favor. Simply figure
3. If using time billing model have different
out the number you need to make and plug it into whatever model is most rates per role – Track by quarter hour
amenable to your prospective client. The billing model doesn’t dictate how
much money you make. You figure out how much money you need to make 4. Track project coordination time
and then plug it into the most appropriate billing model.
Julia Molloy is the leading operations specialist for the interior Julia Molloy is also the founder of the renowned BOLD Summit –
design industry. She has over 2 decades of operations experience, Business of Luxury Design Summit. This event focuses on the special
12 of them in the design field and has a wealth of knowledge from business needs unique to firms positioned in the luxury market and
the interior design, graphic design, operations and technology sectors. is a powerful catalyst for luxury focused interior designers and
She is a sought after speaker, a Business of Design faculty member, architects around the world. In pursuing her mission to advance
on the Better Practices Network board of advisors, has been a continued the industry, each year she galvanizes the world’s leaders in luxury
education instructor to the faculty at New York School of Interior design to share their wisdom and advice. The BOLD Summit
Design and a member of ASID. Molloy has also chaired the ASID continues to be a driving force for enriching lives and propelling
Student Affairs Committee and the board of advisors for the Art excellence in the design community around the globe.
Institute – Interior Design program.
ASID TEXAS CHAPTER | ISSUE 1 2018 - 13 -LEGAL MATTERS
36 Legal Do’s and Don’ts
for Interior Designers
• Do not make “innocuous” • Do reserve the right to
representations; particularly photograph your client’s project
36 DO’S AND DON’TS
• Do not select the wrong client to
work for. when they are not “innocuous.” and to use the photographs
• Do understand contract (for business purposes).
Alan M. Siegel, Esq.
• Do not do favors for clients at
your own peril. termination rights. • Do try to contractually shift
• Do contractually reserve the right responsibilities over to third
I must confess; I am a
die-hard list maker.
Some of my lists are
of no real consequence, and
others have a very short
• If you intend to use a form
contract, use the correct one, and
be sure to modify it according to
the project requirements.
• Do advise your advisors (your
attorneys, accountants and
to suspend performance of
services and to withhold delivery
of merchandise if your client fails
to make timely payments.
• Do take a flexible approach to
parties where they properly
belong.
• Do not violate the home
improvement contractor laws.
The consequences are usually
your fees and compensation. quite severe.
lifespan, particularly when insurance brokers) as to what you
actually do for a living. They will • Do keep historical time records. • Do not practice “interior architec-
they are forgotten in a pocket ture” or hold yourself out as being
then be in a much better position They help you determine how
and sent to the dry cleaner. to advise you. best to charge fees on your next an “interior architect.”
Other lists survive longer, project. • Do understand the exclusions of
• Do understand the legal impor-
and often become the basis tance of contract “boilerplate” • Do have the last letter in the file. your professional errors and omis-
for one of my articles. Such provisions. You will make your attorney sions insurance policy.
is the case with my ever- • Do use the contract as an happy. • Do limit your personal exposure
opportunity to educate your client. • Do understand your insurance by operating your design
evolving list below. The Do’s
Remember, a surprised client is coverage; specifically, what is and business in a legal entity that
and Don’ts are in no particular provides you with the benefit
not a happy client. what is not covered.
order of importance—they of limited liability.
• Do understand your vendor’s • Do not ignore your client’s calls.
are all important! Some are • Do remember, however, that
terms of sale. They are not in your The client you don’t want to call
obvious, others not so much. back is the first client you should some types of business liability
best interests!
Some are self-explanatory, call back. can become personal obligations
• Do recognize when you have a (e.g. sales tax), even though your
others need explanation. No problem (in other words—do not • Do communicate often with your
business entity enjoys limited
doubt this list is not exhaustive; stick your head in the sand!). client, even if nothing is
liability.
nor is it intended to be. If • Deal with the problem on a timely happening.
• Do not ignore the statutory
you have any questions, need basis. Problems do not go away • Do understand the importance of
licensing requirements governing
an explanation, or wish to over time—they only get worse. the pre-contract phase. How can
interior designers in the states
• Do be familiar with local laws you prepare a contract when you
offer a comment, feel free where your client’s project is
applicable to your services. don’t understand your new
to send me an e-mail at located.
project?
asiegel@LSSLLP.com • Do not forget the three biggest • Do not be “hard of hearing” during
client • Do not relinquish intellectual
contract negotiations.
ownership rights in your designs
• Do not put all your “contractor to your clients. • Do practice good risk
eggs” in one basket. management techniques.
• Do not underestimate your client’s
anger or frustration.
Alan M. Siegel is a partner of the New York law firm of Levy, Sonet & Siegel, LLP, Interior Designers, Inc. Member of National Board of Trustees of DIFFA. Trustee of
630 Third Avenue, New York, New York 10017, (212) 661-1212; asiegel@LSSLLP.com. the Angelo Donghia Foundation.
40+ years of legal experience within the design and architectural industry representing
the interests of interior designers, architects, product designers and resources to the Co-author of A Guide to Business Principles and Practices for Interior Designers,
design industry. For over twenty years served as national legal counsel to the published by Whitney Library of Design. Frequent lecturer and contributor to industry
American Society of Interior Designers. and trade groups publications.
General Counsel for the Association for the Contract Textiles Inc. and the Decorative Alex K. Ross, a senior associate in the firm, assisted with the preparation of this
Fabrics and Furnishing Association. Honorary Fellow of the American Society of article.
- 14 - ISSUE 1 2018 | ASID TEXAS CHAPTER3 a z y - S i m p l e
Cr
Tips for Turning Your 'Leaky Bucket'
Content into a Client-Catching Magnet!
By Deb Mitchell
Message 1st Marketing you're ultimately creating content for the purpose of marketing your
design business.
Is your interior design business's content catching you clients... or losing
them like a leaky bucket? Let me say that again because it's completely crucial to making your
content effective:
{
{
Nearly every interior designer who comes to me for my copywriting
services says the same things...
The main reason you're creating
n "I can't come up with good content ideas. I mean, how content and putting it out into the
many times can I talk about finding the perfect paint color
or styling a bookshelf?!"
world is to attract real-live-actual-
money-paying design clients.
n "Such-And-So's design blog is amazing - and they have a
gazillion followers. I need to be just like them." It's only natural for you to want to achieve other things in your career
like status as an industry expert and published projects. But if you
n "Most marketing advice says to be everywhere on social approach your content creation with only those goals in mind, you're
media every day. I can't do that and run my design busi- likely to miss the boat on getting in front of your prospects.
ness!"
The good news is fixing the problem is completely doable. With what
n "My reader and follower numbers are so low, not to mention I call my 'Message 1st' approach to content creation, you get rid of those
that I'm not getting any new clients. Why the heck am I leaks in your marketing bucket by starting from a strategic foundation.
even doing this?!" Thinking through key items like what your current sales goals are, what
your clients need from you the most, and your unique perspective on
I get it - content creation is hard. It's time-consuming and competitive design sets you up for creating content that attracts qualified prospects.
and it can feel like an impossible mountain to climb. But when I hear
these frustrations, I know there's actually a bigger problem at play. If this Not just a quick fix
is you, the problem could be that you're not approaching your content As with any key to success in business, Message 1st isn't a quick fix.
creation from a strategic marketing perspective. In effect, you're trying There's a lot that goes into creating a solid marketing message and
to fill your business coffers using a leaky bucket. learning how to use it to make a real and lasting difference in your blog
and social media's effectiveness.
The 'Message 1st' fix
Even though being in a luxury lifestyle industry puts you up against a But there are a few simple things you can start doing right now that will
ton of design bloggers and Instagrammers, you have to remember that put you on the path toward fixing your leaky bucket.
- 16 - ISSUE 1 2018 | ASID TEXAS CHAPTERStop trying to keep
1 Write your 'design
2 Treat each piece of
3
up with the design manifesto' to find a content like a 'pink
blogging Joneses unique point of view spoon' for your services
Although there are certain industry-wide stan- When it comes to your marketing message, you Speaking of tastes, you know how a certain ice cream
dards and expectations your content has to know differentiators are vital... chain hands out those little pink tasting spoons so you
match up with, you've got to embrace the fact can try a flavor before you order? They're not just being
that you're not blogging for the same reasons But designers often struggle to find what's truly generous - they know that if you get a taste, you're
the big name design bloggers are. unique about them, which also means they more likely to buy that ice cream (and to be totally
struggle with creating unique content. delighted with it so you'll come back again and again).
I'm talking about all of those achievements
like getting hundreds of thousands of followers, Sound familiar? Then try writing a 'design In the same way, your content can act like 'pink spoon'
being published in a national shelter magazine, manifesto.' tasters to give your potential paying clients an idea of
or landing a guest post on a huge design blog. what you can do for them in their home's design, as
All you need to do is list out your most deeply well as what it would be like to work with you.
While those things aren't bad, they do take a held beliefs about design - what makes for
lot of time and effort - i.e. unpaid time and a well-designed space, what you'll never For example, say you're writing a post about wallcovering
effort that takes away from you working with compromise on in a client project, what makes trends. Instead of just presenting popular materials,
paying clients and marketing your services. a house look and feel like home for your colors, and prints, make sure to also mention that a
clients, etc. client recently told you the bold paper you selected
You've got to remember that you make money for their foyer has made coming home happier for
by selling design services. You blog to market Then take those statements and build content them.
those services. Full-time design bloggers with around them like this:
huge followings have to keep their numbers Or, if your clients often mention they appreciate your
high and earn media attention because that's The statement, "I believe no room is complete efficiency, you can alleviate potential clients' fears about
where their money comes from. The higher without a piece of artwork the homeowner loves," hiring a designer who'll make the project stressful,
their numbers, the more their ad space or paid can spark post topics such as '5 Unexpected unnecessarily costly, and slow-moving. Use your posts
posts sell for. Places to Find Meaningful Art' or 'How to Select to talk about how you work - how you culled dozens
the Right Size Art for Your Room.' of tile options down to three the client would love; how
And while some designers do get large follow- you caught a contractor's measuring mistake and saved
ings, you don't need that to get in front of your And if you put, "I always consider and plan a the client from having to move plumbing; how it's
potential paying clients. You just need to use space's storage needs before beginning my standard for you to finish your clients' spaces on time
your content to capture the attention of qualified designs," on your list, let that inspire content and on budget.
clients who live in your area (for most designers ideas like 'How to Design a Smart Bedroom
far-flung jobs aren't the meat and potatoes of Closet,' '3 Places in Your House You Never Knew By giving your prospects insight into your personality,
their income). You Needed Storage,' or 'Planning Your Home your core values, and the other intangibles that come
Office's Built-Ins: Open Shelving vs. Closed along with hiring you, those bits of 'pink spoon' infor-
The same goes for getting published nationally. Cabinetry.' mation go a long way toward earning their trust and
Sure, it's a great feather to have in your profes- ultimately, their business.
sional cap and it can lend value to your work, By tapping into your totally unique point of view,
but it rarely helps local prospects find and hire you'll bring a fresh perspective to the design Crazy simple, right?! While you'll always have to do
you. conversation online while also giving your the work of creating content, the Message First approach
prospects a taste of your true value. ensures your efforts truly support your marketing goals.
So breathe a sigh of relief! You can stop creating Give it a try and see how much easier catching clients
content to chase down followers and magazine with your content can be!
editors while simultaneously trying to run your
design biz. Just focus on creating amazing
spaces for your clients and sharing content If you'd like to learn more about Deb Mitchell's "Message First Marketing"
that supports your overall marketing message
online course for interior designers or her writing services, follow her blog at
with a primarily local audience.
debmitchellwriting.com and Instagram @designwriterdeb.
Previously a freelance features writer for lifestyle and shelter publications, Deb now
Who knows? You might just find better stats
works exclusively with interior designers through one-on-one copywriting and ghost-
and media interest come as a by-product of
your concentration on truly serving your clients
and prospects! blogging services and online courses in content creation and marketing. With nearly a
decade of experience in and around the design industry, Deb has a deep understanding
of designers' unique marketing needs. With her support, designers around the US and
abroad now enjoy effectively marketing their businesses both online and off.
ASID TEXAS CHAPTER | ISSUE 1 2018 - 17 -Highlights from TAID
By Donna Vining, NCIDQ, FASID, IIDA, RID, CAPS,
REGREEN Trained
Executive Director of Texas Association for Interior
Designer (TAID)
HB1657/SB2187 by Rep Phelan and Senator West
is the bill that extended the date to take the exam until September 1,
2027. This bill will allow those designers who have not passed the
exam another ten years in which to pass the exam. There were so
many great interior designers who would have lost their license had
we not been able to pass this bill. I am so pleased to report that we
did not have any legislators vote against us – they got it! If you were
a registered interior designer that allowed their license to lapse when
they heard about this bill, there may be hope for you. If your license
has lapsed less than two years, you can still reinstate your license IF
you pay a late fee and have taken the required continuing education
hours. Several of you have told me that if you knew the law was going
to change you would not have relinquished your license. My advice for
you is to contact TBAE. I do not know how they will handle those
cases.
HB2721 by Rep Lucio III/ SB1932 by Sen West
is the bill that changes the education requirements for becoming reg-
istered to match those of NCIDQ. Some have asked why would we do
this. This only changes the educational/experience requirement from
one path, to multiple paths. It does not change the exam requirement.
There were also many who started their education after 2008 not
knowing about the CIDA requirement, so this allows them to register
in Texas if they have passed the exam. There were large numbers of
designers who fit in this category and they had all passed the exam
but were unable to register in Texas. We believe in the NCIDQ exam
as the ‘test’ for licensure. As long as they know people with the dif-
ferent educational/experience paths are able to pass the exam, they
will continue with those pathways. The important thing here is to
understand we do not want barriers to entry into our profession. We
believe in an open market for all.
If you have any questions, please do not hesitate to call 281-257-3523
or email Donna@SupportTAID.org.
events
e with.
Where the art of living meets the art we live TAID Days of Education
April 23 & 24 June 4 & 5
September 17 & 18 December 10 & 11
TAID
972 807 9255
972-807-9255 TAID Art Fare Fundraiser
1426 N Riverfront Blvd | Dallas, Texas 75207 Thursday, May 31st
www.guggenhome.com Open to all designers, friends, and the public.
All art, jewelry and crafts are for sale.
- 18 - ISSUE 1 2018 | ASID TEXAS CHAPTERThe Original.
De s i g n e d a n d h a n d m a d e
in Denmark.
Celebrating 50 years and beyond. Vola.com/stories
HV1 One handle mixer designed in 1968
Exclusively distributed by:
1617 Hi Line Drive, Suite 230
Dallas TX 75207 Hastings Tile & Bath. 800-351-0038
Phone 214-741-6060 www.hastingstilebath.comCaring to Share
the Magic of Glass
G lass is a magical material, one that starts with sand or dust,
heated to the temperatures of a volcano (2100°F) and then
can be inflated and shaped with our breath. The ancient glass blowing
process involves all of the elements: air, earth, water, spirit, and of course
Carlyn Ray was attracted to glass blowing at the moment she saw glass as a young
girl. After receiving a full volleyball Scholarship to the College of William and Mary,
Carlyn graduated majoring in 3-D Art and minoring in Psychology. After graduating,
she completely focused on glass and in her mid twenties, she became one of the
fire. Glass can be illuminated and holds light. It has an atomic structure few full time employees working for Dale Chihuly for a couple of years in Seattle,
similar to a crystal and Washington. This experience reinforced the value of working together as a team
is also fluid like water. to create site-specific installations. Also during her training, the trade hierarchy
We are now in the Glass became very apparent. She left to work for The Corning Museum of Glass to
Age, glass is everywhere provide educational entertainment while blowing glass on Celebrity Cruises around
including our future. the world. This experience showed her the value of teaching through glass. Also
the trade routes in history, science, forces, thermodynamics, and the future of
Glass artist Carlyn Ray glass in our world became alive.
has a passion to share
the creativity of glass Through community support, Carlyn Ray opened her glass blowing studio Dallas
with everyone. “Creating Glass Art for her purpose - to share creativity, which to her is a spiritual connection.
glass to me is a working Her fine art line Carlyn Ray Designs involves custom art which makes a creative
meditation. Sharing glass environment. Carlyn loves inviting her clients into the studio to participate in the
with others brings to light creation of their piece during a private lesson. They could pull glass for their
a childlike imagination, chandelier, an accent color for a weaving or create a component for a sculpture.
a connection to a higher
purpose, and a lens to The studio Dallas Glass Art teaches workshops, team building, private parties and
see the world differently.” shares the creative process. “Glass is captivating to all generations, from the
Carlyn Ray is best known grandparents to the youngest grandkid. I love when we have family events.”
through her custom glass BOWEN HOuSE GlASSIClE CHANDElIER
installations she has PHoToGRAPHY BY HoLGER oBENAuS Creative learning is through Art Reaching Out (ARO) which combines hand-on
created for homes, lobbies, and in restaurants. learning while making an art piece. There are many core concepts which ARO
shares with students that Carlyn is passionate about. One, Carlyn says she first
What people do not always know is that Carlyn’s studio shares glass with saw glassblowing when she was young and never saw a female blowing glass until
everyone, as well as with under resourced students through her nonprofit, she was much older, but that never stopped her. She pursued her career, worked
Art Reaching Out. Art Reaching Out (ARO) is a creative learning program with the best in the world, including masters from Italy. She says this was not
whose purpose is to involve young women and under resourced students because she was the best, but she brought a positive attitude, passionate grit, and
to build glass art installations through a STEAM curriculum. STEAM a willingness to learn. Her team shares similar stories and are positive mentors.
involves the combination of Science, Technology, Engineering, Art and ARO also introduces students to the trades that Carlyn found available more in
Math. ARO is a 501(c)(3) Dallas-based nonprofit which centers out of Europe than in the U.S. Learning to blow glass or weld metal involves climbing a
the glass blowing studio Dallas Glass Art in the Dallas Design District. ladder of responsibility and in each step there are a lot of life lessons.
The programing proof of concept was developed over three years by
artist and founder Carlyn Ray, but the idea began when she herself was When Dallas Glass Art first opened at the end of 2013, a student of Booker T.
a struggling student. Washington saw glass at the studio and fell in love with it. Simon Warranch
found his passion in glass and apprenticed for Dallas Glass Art in trade for lessons.
Carlyn grew up around art in her mother’s gallery Carlyn Galerie. Being diagnosed After 3 years, he was assisting with Carlyn Ray Designs, teaching at Dallas Glass
with learning disabilities including dyslexia and ADD at a young age, Carlyn Ray Art, and helping with ARO. He currently is on a full scholarship for glassblowing
struggled with academics and finding different ways to grasp core subjects. After at an art university in Michigan where he is pursuing his glass career. Dallas
the Shelton School, Carlyn attended the Episcopal School of Dallas (ESD) which Glass Art has several young talented students, starting at 6 years old, taking
is when she decided to develop a program for struggling students who did not classes, developing their glass skills, and learning a multitude of lessons with
have the support system she was given. each creation or catastrophe.
- 20 - ISSUE 1 2018 | ASID TEXAS CHAPTERover a set period of time. With The Cristo Rey School in south Dallas,
ARO is creating a site specific piece for the school led by the student body
which they are hoping can be an annual project for the students. With
Cristo Rey and other programs in our near future, ARO is desiring to lead
the students to build marketing and business plans and create special
edition glass pieces.
Carlyn Ray warmly invites everyone into her studio located in the Dallas Design
District. Stop in and see the custom glass installations she and her team are working
on, sign up for a class, or come learn about the latest ARO project that they are
doing with the community and see how you can be involved. Be apart of sharing
this magical material with our community.
CARlyN RAy AND MEDRANO MIDDlE SCHOOl STuDENT BlOWING GlASS
Carlyn Ray pursued her fine art design line while developing Art Reaching Out’s
proof of concept with various schools and programs. Her first project started in
2013 with her alma mater The Episcopal School of Dallas and then pursued projects
with The Hockaday School; Girls Inc. of Metropolitan Dallas; The Links, INC with
the Irving School District; and through Big Thought's "Thriving Minds" with Medrano
Middle School - Dallas ISD.
Now as a nonprofit, ARO specializes in STEAM summer camps as done with the
40 Irma Rangel students last summer. In a 3-day STEAM camp, students rotate
to various stations which cover the core subjects of their grade level. With Irma
Rangel’s rising 7th graders, thermodynamics, circuits, elements, fractions and
decimals, engineering, and physics were all covered. The camp culminates in the
installation of the student’s site specific art piece which is a three dimensional
periodic table designed for the school’s entryway.
GIRlS INC. STOPPED TO POSE WHIlE ASSEMBlING THE GlASS FlOWER CHANDElIER
ARO is discussing and working on future programs with other nonprofits
such as The Boys and Girl’s Club to create art shows and pursue our Art
Leasing program to share different student creations to various sponsors
COMPlETED GlASS FlOWER CHANDElIER ON DISPlAy
ASID TEXAS CHAPTER | ISSUE 1 2018 - 21 -James Martin
brings aging
gracefully
to a whole
new level
A s we’ve seen in recent years, bathroom vanities have not only
become important in design for necessary function and storage, but they
have become more of a focal point or signature piece for the bathroom.
Scott Jensen, the Director of Design at James Martin Signature Vanities,
The Castilian Collection with ADA Compliant Option
Keeping this in mind, Mr. Jensen has created some unique signature
pieces that have been a tremendous success for 2017 and he is continuing
to introduce more aging- in- place designs for 2018. He is introducing
some NEW ADA Compliant additions to a few of their very popular
Collections along with some unique new features. For 2018 they are adding
says the largest areas of growth continue to be in transitional and modern new surge protected, heavy-duty UL electrical components, polarized out-
styles, rather than a hard - contemporary look. He says the trend is toward lets with USB chargers built into shelves and drawers. Bamboo Drawer
cleaner, softer lines. Rectilinear cabinets continue to grow in popularity, organizers for a more masculine feel and stylish faux Shagreen organizers
rather than tapered angles or ornamentation. It is almost a spartan pre- for an exotic luxurious feel.
sentation with very clean lines taking the place of carving and detail work.
Shaker style is making a comeback as well, it’s a recognizable, historic The Castilian- with ADA Compliant option
design, but the clean lines fit today’s interiors. We are seeing mixed mate- The Castilian takes your bathroom to a new level of beauty – designed
rials such as metals, glass and exotic veneers and there is an upswing of with intimate hand carvings to create a custom look for your space. This
wall-hung styles that create the appearance of more space and openness. inviting series incorporates a blend of Spanish and Italian styles to keep
The spa-like feel has gained popularity with crisp and neat organization your bathroom fresh and romantic. With its dark antique brass hardware,
and design - elegant, yet functional. serpentine bow raised panels the advanced detailing of each piece is one
of a kind. Our Aged Cognac finish and Galala beige countertop creates
With “aging-in-place” and bathroom remodels continuously on the rise, we warmth in the room. Crafted from North American White Oak and kiln-
are seeing all kinds of style trends in furniture style vanities, which is the dried Birch hardwood solids and veneers, these vanities are offered in two
specialty at James Martin Signature Vanities. More and more developers sizes: The 36” Standard Cabinet and the 39” & 60” open- base version for
are building ADA Compliant properties from the get go with larger Master easy wheelchair access. The 39” & 60” ADA Compliant options available in
Suites and ADA Compliant Mother-in-Law Suites. According to a recent sur- two finishes: Empire Gray and Vintage Vanilla and a dramatic arched mir-
vey conducted by the NAHB, among nearly 300 remodelers surveyed, ror rounds out the collection.
revealed an increase in homeowner’s awareness of simple, relatively inex-
pensive aging-in-place remodeling projects. Installing grab bars and higher The Brittany & Introducing the 2018 ADA Compliant Brittany
toilets continue to be the most popular ideas to make aging adults feel James Martin’s most popular collection – The Brittany was designed to
more comfortable and safe in their homes. merge traditional and transitional tastes. The tapered legs are a nod to
the past, but the overall lack of ornamentation suggests a modern aes-
thetic. Interior space and storage are ample, including our top row “tip
out” drawers which utilize the space in front of the sink. Cabinets are
crafted from kiln-dried North American Birch and White Poplar hardwoods.
The ADA Compliant version has a wide-open base for easy wheelchair
access. These beautiful vanities are available with a choice of marble,
granite, quartz or solid surface sink tops and comes in five sizes and four
finishes: Burnished Mahogany, Cottage White, Urban Gray and for 2018 -
Black Onyx!
Adding these new add additions, the Folks at James Martin understand in
importance of aging with dignity and style. They are excited to see what
the future holds in trends for bathroom vanities and they are certainly up
for the challenge!
For more information www.jamesmartinfurniture.com
Dallas Design District
1229 Slocum St. Dallas TX 75207* 214-296-2077
The Brittany Collection with ADA Compliant Option
- 22 - ISSUE 1 2018 | ASID TEXAS CHAPTERblattbilliards.com 800-252-8855 info@blattbilliards.com
Nicole Zules
Decorative & Fine Artist
and Muralist
Parsons School of Design, NYC-BFA
214.454.5277
muralsbynicole@gmail.com
www.nicolezules.com
“Nicole’s talent takes
my vision as a designer
and turns it into a reality
more beautiful than
I could have imagined.”
Donna Guerra ASID, RID
dg+a interiors
ASID TEXAS CHAPTER | ISSUE 1 2018 - 23 -Morrison Supply Company
Celebrates 100 Years of Service
Fort Worth- based Morrison Supply Company (Morrison), a leading wholesale distributor in the
Southwest, specializing in plumbing supplies, HVAC, pipe, valves, fittings, appliances, and light-
ing, celebrated its 100-year anniversary. Founded in 1917 with just one storefront in Fort
Worth, Texas, the company has grown to encompass more than 100 wholesale locations and
30 showrooms throughout Texas, Oklahoma, Kansas, and New Mexico.
In 1917, J.T. Morrison, W.L. Armstrong and R.P. Turbeville founded the Fort Worth Pump &
Windmill Company in Texas. The company changed its name in 1920 to Fort Worth Supply
Company to reflect its new direction and focus on plumbing supplies, which was considered
bold due to the uncertainty of the times. In 1926, they renamed themselves Morrison
Supply Company in recognition of the elderly J.T. Morrison’s leadership. During the first 30
years of the company’s development, Morrison chose to confine operations to their home
base in Fort Worth, Texas, while expanding to various cities within the state including
Amarillo, Wichita Falls, Lubbock, and Odessa. The company realized that expansion was key
to their goals and in 1953, Morrison began operating in South Texas, then added a San
Diego, California location in the same year. In the following years, Morrison opened loca-
tions in Denver, Colorado (1956); Tucson, Arizona (1957); and Santa Ana (1960) and Santa
Barbara, California (1974). With the fall of the Texas construction in the mid 1980’s the
company went on to sell their Tucson and California locations, but these setbacks did not
discourage Morrison in the least. In 1986, Scott Sangalli purchased the company and
reached $17 million in sales. In 1995, Morrison acquired branches in Austin, New Braunfels
- 24 - ISSUE 1 2018 | ASID TEXAS CHAPTERand Waco, Texas. A year later, moved east with acquisi- Designed to provide a truly luxurious shopping experience
tions in Texarkana, Kilgore, Tyler, and Nacogdoches, Texas. for designers and their clients, the showrooms offer inter-
By 1997, the company reached a milestone when the sales active displays of the most exclusive brands along with the
surpassed the $100 million mark and in 1998, Sangalli widest selection of products. Expressions prides itself in its
named Darrell Hawkins the President of Morrison. From industry-leading service after the sale. Today there are
that point forward, Morrison Supply continued to grow fourteen Morrison showrooms and fourteen showrooms
with over 100 locations. With the team of Scott Sangalli, under the Expressions Home Gallery brand.
Darrell Hawkins; Board Members Charlie Allen, Bill Luce,
Kevin Moore and Mike Roberts, Morrison sold majority Morrison attributes its success to the support they receive
shares to Advent International in November 2011. Chip from each community they have a presence in, which is why
Hornsby was instated as the new and current CEO. the company finds ways to give back to local charities and
organizations. Morrison Supply Company is a whole-heart-
Throughout the years, Morrison has been credited with ed supporter of the American Cancer Society, from spon-
many innovations and maintaining its place as an industry soring the annual Cowtown Ball in Fort Worth, Texas to
leader. One of the innovations the company is most famous raising funds for the organization at annual golf tourna-
for developing was the Contractor Management System ments. They are also an advocate for JDRF whose mission
which helped manage contractors’ health and safety infor- is to find a cure for diabetes. Each year Morrison associates
mation, insurance information, and specific documents that form a team and participate in the One Walk. Each local
are important to both contractor and client. Scott Sangalli’s branch serves their community and supports charities dear
development of the system was offered to contractors to their hearts.
throughout the 1990s and was used widely up until 2010.
It was the first system of its kind, offering a way for contrac- The forward momentum of Morrison Supply Company con-
tors to do markup, overhead, labor burdens, and other tinues simply because of commitment to providing cus-
information they might need to indicate. The system also tomers with unsurpassed product availability, expert ser-
had a dispatch and payroll system all in one package and vice, a highly talented team of people focused on assisting
was an instrumental tool for many years. our customers, and competitive prices. With more than 100
locations throughout Texas, Oklahoma, Kansas, and New
Another innovation serving the interior design industry was Mexico, Morrison will continue to be the leading supplier in
established in the late 90’s when Morrison really began to the industries they serve.
focus on expansive showrooms featuring kitchen and bath
fixtures and lighting. Then in 2014 Morrison opened the For more information on Morrison Supply Company, please
first Expressions Home Gallery showroom in Dallas. visit www.MorrisonSupply.com.
ASID TEXAS CHAPTER | ISSUE 1 2018 - 25 -You can also read
