Boutique Design - June 2019 - 10

THE BUZZ

MASTERCLASS:
ACE THE TEST FOR
CLIENT SPEAK
BY MARY SCOVIAK

A picture may be worth a thousand words, but, for hospitality owners and
developers looking for an interior designer, money talks. And, designers need
to know that language. Not even the most creative firms are going to get
commissions if they can't demonstrate how each line item in their design is
going to help the client achieve his or her financial goals.
Boutique Design asked John Fareed (MSc [Master of Science in Hospitality
Management, Dublin Institute of Technology's School of Hospitality Management and Tourism, Dublin, Ireland], CHME [Certified Hospitality Marketing
Executive], ISHC [International Society of Hospitality Consultants]) for a jumpstart overview of what designers need to know about the client side. Here, the
20-year industry veteran and current chairman, North America, and managing
director of Horwath HTL shares some of the profitable advice he's offered to
clients, including Fortune 500 companies, national brands, lenders, developers,
REITs, management companies, investors and owners.

WHAT DO DESIGNERS NEED TO KNOW ABOUT THE FINANCIAL SIDE OF
NEW BUILD, RENOVATION AND ADAPTIVE REUSE PROJECTS THAT WOULD

GIVE US A POINT-BY-POINT GPS OF WHAT STUDIO PRINCIPALS AND THEIR

HELP THEM CONSTRUCT THEIR BUDGETS AND ALSO ENABLE THEM TO

TEAMS NEED TO KNOW/LEARN TO BETTER ALIGN WITH THEIR CLIENTS

WORK BETTER TOWARD THEIR CLIENTS' GOALS?

AS TRUE PARTNERS.

HOW CAN DESIGNERS EDUCATE CLIENTS ABOUT THE REASONS TO
"INVEST" IN DESIGN RATHER THAN JUST WORK BACKWARD FROM A
BUDGET NUMBER?

This is a very good question and one that is rarely addressed by designers when
pitching a prospective client. I believe it's a matter of telling the whole story
versus showing just how clever and creative they have been (can be) as designers.
Yes, share your amazing portfolio, but take the time to learn and understand how
the work affected the asset-either how it improved RevPAR against the defined
comp set (in the case of a renovation), or how it improved the overall value of the
asset once ownership flipped or sold the property. Show examples of how guests
reacted to the spaces on various social media channels. In other words, show off
the beautiful images and explain how the design evolved creatively, but also tell a
bit of the financial success enjoyed by ownership.
10

boutiquedesign.com JUNE 2019

From the initial interview, it is most important to fully understand the clients'
overall goals and where they are with the asset from an investment cycle
perspective-buy, hold or sell. If they are looking to buy additional hotels
(similar or otherwise) and are using the property to leverage reputation and
asset value, or holding the asset for the long term, the designer will have to
apply a long-term view to the design and budget, and ensure ownership understands how they are working to assist with that effort. If the owners are looking
to sell or flip the property, the expectation will probably mean a lower budget
and perhaps less value from a wear and tear perspective.
WHAT ARE SOME TIPS FOR DESIGNERS TO WORK BETTER/SMARTER/
FASTER WITH CONSULTANTS, ASSET MANAGERS AND PROJECT MANAGERS?

The short answer is spend less time selling and talking-hard for creatives, I
know-and more time asking relevant questions and listening. I've participated in many design firm interviews, after which the client and our team all
felt the firm left without a deep understanding of the project and goals-and,
because of that, without the commission.

CLARIFICATION
The design credits for Mercado Little Spain on page 46 of the April issue
should be: Lionel Ohayon, founder, ICRAVE was enlisted along with Anthony
Mrkic Architect, Inc. to collaborate with Juli Capella, cofounder, Capella
Garcia Arquitectura on the design of Mercado Little Spain. The project
participants are: Capella Garcia Arquitectura: Juli Capella, cofounder;
ICRAVE: Lionel Ohayon, founder, and Anthony Mrkic Architect, Inc. 

JANA CRUDER

From the very beginning, designers should ensure that conversations with
prospective clients-owners, developers, asset managers, et al.-focus on
demonstrating how their approach to design maximizes the guest experience,
overall functionality and, most importantly, bottom-line net operating income
(NOI). This must be the primary messaging. The second "must" is discussing
how well they work with architects, manufacturers and contractors to make
certain that all are aligned with the prospective client's vision and budget
requirements. Finally, if they can share examples from their portfolio that illustrate unique, creative approaches that accomplished the client's stated goals,
were reasonably on time and within budget, and drove NOI or improved the
asset's value over time, they will have a real shot at winning the job and being
treated as genuine partners.


http://www.boutiquedesign.com

Boutique Design - June 2019

Table of Contents for the Digital Edition of Boutique Design - June 2019

Boutique Design - June 2019
Contents
From the Editor
The Buzz
Heroes And Mavericks: Fierce Friends
Fun Pass
Queens Of London
Go Small, Go Home
Products: Flooring
Products: Seating
Exit Interview
Boutique Design - June 2019 - Boutique Design - June 2019
Boutique Design - June 2019 - Cover2
Boutique Design - June 2019 - 1
Boutique Design - June 2019 - Contents
Boutique Design - June 2019 - 3
Boutique Design - June 2019 - From the Editor
Boutique Design - June 2019 - 5
Boutique Design - June 2019 - The Buzz
Boutique Design - June 2019 - 7
Boutique Design - June 2019 - 8
Boutique Design - June 2019 - 9
Boutique Design - June 2019 - 10
Boutique Design - June 2019 - 11
Boutique Design - June 2019 - Heroes And Mavericks: Fierce Friends
Boutique Design - June 2019 - 13
Boutique Design - June 2019 - 14
Boutique Design - June 2019 - 15
Boutique Design - June 2019 - 16
Boutique Design - June 2019 - 17
Boutique Design - June 2019 - 18
Boutique Design - June 2019 - 19
Boutique Design - June 2019 - Fun Pass
Boutique Design - June 2019 - 21
Boutique Design - June 2019 - 22
Boutique Design - June 2019 - 23
Boutique Design - June 2019 - 24
Boutique Design - June 2019 - 25
Boutique Design - June 2019 - Queens Of London
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Boutique Design - June 2019 - Go Small, Go Home
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Boutique Design - June 2019 - Products: Flooring
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Boutique Design - June 2019 - Products: Seating
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Boutique Design - June 2019 - Exit Interview
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