NEWH - Winter 2015 - 54

Clockwise from top left: The single Laguna booth with four solid
wood legs in a walnut finish; a solid wood-framed side chair in
a pecan finish; and a fully upholstered lounge chair with front
metal legs.

and touched by other people-that was now in my blood," he
recalls. That he now runs the company, having assumed the role of
president in 1999, is what he attributes to "a natural progression"-
but not one that would have happened without his father's wise
counsel. "He was always gracious and gave me solid advice that
prepared me for such a responsibility," he points out.
Just as Shafer has evolved through the decades, so has his
company. At first, it was flooded with high-volume requests from
restaurant chains and equipment dealers.
Then, desiring a more design-centric
focus, Shafer Commercial Seating
took a more upmarket approach,
turning out quality products for
hospitality designers that soon
graced assisted living facilities
and the public areas of hotels as
well. "In these types of spaces
there are higher usage rates,
which means there is a demand for
higher structural integrity," Shafer
explains. "We always want the best
value for our customers. Our biggest
challenge is coming up with new
designs that are commercially viable,
but will also hold up in a hospitality
setting considering how much wear
they will get."
Working with a range of clients-
from Choice Hotels and Marriott
International to Disney and Carnival Cruise Lines-
Shafer has a keen eye for blending aesthetics with
durability. "Chairs have been around forever, so what
else can we do? We can try to come up with something
new because that's what the market demands. No one wants to see
the same chair over and over again," he says.
Pioneering sustainability measures are one such way the
brand has been able to differentiate itself. In 1996, long before
the design industry was abuzz with talk of eco-friendly products,
Shafer Commercial Seating converted to waterborne finishing,
54 www.newh.org

eliminating nearly all
hazardous emissions. "At the
time no one thought you could
spray furniture with water,"
Shafer points out. The company
also thoughtfully sources its
lumber, seeking out primarily
sustainably forested species like
European beech.
And while some loyal
customers have been seeking
out such tried-and-true styles
as the company's Windsor chairs
since the 1970s, that isn't enough to
keep Shafer comfortable. He would
rather innovate, and therefore is collaborating with designers
Stacy Garcia and Michael Wolk on two distinctly different lines
he describes as "elegant and transitional" that will make their
debut in 2016. "Hospitality is the most exciting realm of design to
work in," Shafer says. "It really drives design. If there is a certain
style that becomes successful in a hotel or restaurant, eventually it
shows up in retail." ❙❘❚
www.shafer.com


http://www.shafer.com http://www.newh.org

NEWH - Winter 2015

Table of Contents for the Digital Edition of NEWH - Winter 2015

NEWH - Winter 2015
Contents
News
Who’s Who
Scholarships
Sustainability
Q&A: William Stuart
Q&A: Hope Quintanar-Case
Q&A: Michelle Finn
Have You Seen
On the Scene
Shafer Commercial Seating’s enduring tradition
Project: Territory Kitchen & Bar
Save the Date
New Members
Chapter Highlights
Partner Profiles
Ad Index
NEWH - Winter 2015 - NEWH - Winter 2015
NEWH - Winter 2015 - Cover2
NEWH - Winter 2015 - Contents
NEWH - Winter 2015 - News
NEWH - Winter 2015 - 5
NEWH - Winter 2015 - 6
NEWH - Winter 2015 - 7
NEWH - Winter 2015 - Who’s Who
NEWH - Winter 2015 - 9
NEWH - Winter 2015 - 10
NEWH - Winter 2015 - 11
NEWH - Winter 2015 - 12
NEWH - Winter 2015 - 13
NEWH - Winter 2015 - Scholarships
NEWH - Winter 2015 - 15
NEWH - Winter 2015 - 16
NEWH - Winter 2015 - 17
NEWH - Winter 2015 - 18
NEWH - Winter 2015 - 19
NEWH - Winter 2015 - Sustainability
NEWH - Winter 2015 - 21
NEWH - Winter 2015 - 22
NEWH - Winter 2015 - 23
NEWH - Winter 2015 - Q&A: William Stuart
NEWH - Winter 2015 - 25
NEWH - Winter 2015 - Q&A: Hope Quintanar-Case
NEWH - Winter 2015 - 27
NEWH - Winter 2015 - Q&A: Michelle Finn
NEWH - Winter 2015 - 29
NEWH - Winter 2015 - Have You Seen
NEWH - Winter 2015 - 31
NEWH - Winter 2015 - 32
NEWH - Winter 2015 - 33
NEWH - Winter 2015 - 34
NEWH - Winter 2015 - 35
NEWH - Winter 2015 - 36
NEWH - Winter 2015 - 37
NEWH - Winter 2015 - 38
NEWH - Winter 2015 - 39
NEWH - Winter 2015 - 40
NEWH - Winter 2015 - 41
NEWH - Winter 2015 - 42
NEWH - Winter 2015 - 43
NEWH - Winter 2015 - On the Scene
NEWH - Winter 2015 - 45
NEWH - Winter 2015 - 46
NEWH - Winter 2015 - 47
NEWH - Winter 2015 - 48
NEWH - Winter 2015 - 49
NEWH - Winter 2015 - 50
NEWH - Winter 2015 - 51
NEWH - Winter 2015 - Shafer Commercial Seating’s enduring tradition
NEWH - Winter 2015 - 53
NEWH - Winter 2015 - 54
NEWH - Winter 2015 - 55
NEWH - Winter 2015 - Project: Territory Kitchen & Bar
NEWH - Winter 2015 - 57
NEWH - Winter 2015 - 58
NEWH - Winter 2015 - 59
NEWH - Winter 2015 - 60
NEWH - Winter 2015 - 61
NEWH - Winter 2015 - Save the Date
NEWH - Winter 2015 - 63
NEWH - Winter 2015 - 64
NEWH - Winter 2015 - 65
NEWH - Winter 2015 - New Members
NEWH - Winter 2015 - 67
NEWH - Winter 2015 - 68
NEWH - Winter 2015 - 69
NEWH - Winter 2015 - 70
NEWH - Winter 2015 - 71
NEWH - Winter 2015 - 72
NEWH - Winter 2015 - 73
NEWH - Winter 2015 - Chapter Highlights
NEWH - Winter 2015 - 75
NEWH - Winter 2015 - 76
NEWH - Winter 2015 - 77
NEWH - Winter 2015 - 78
NEWH - Winter 2015 - 79
NEWH - Winter 2015 - Partner Profiles
NEWH - Winter 2015 - 81
NEWH - Winter 2015 - Ad Index
NEWH - Winter 2015 - Cover3
NEWH - Winter 2015 - Cover4
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