CACenNevWinter2013

CA CENTRAL NEVADA

Studio 49Issue Number 9Winter 2013

ASID CA Central NevadaMagazine

Welcome to the New Year! The board has worked overtime to ensurethat ASID California Central Nevada members have and willcontinue to be delivered a personalized experience. An experiencetailored to fit the multicultural, city chic, urban minded and designdriven members specific style, aspiration and needs. The ideathrough our strategic plan is to create an aspirational, yet accessibleexperience showcasing a wide variety of topics at each event.

Our chapter is able to reach these goals through our industry partners. Industry partners areinspired by the dynamic and ever-changing nature of interior design. Some of our industry part-ners have stepped in and sponsored our chapter events for this fiscal year. A special thank you toEmser Tile, Kelley-Moore andHansgrohe – who have donated between $500-$3000 each. Iencourage all members to stimulate your curiosity, experience a sense of spontaneity and moveaway from the “sea of sameness” indulge in the groundbreaking specifying experience with ourindustry partners where styles are contrasted and fused together; high meets low and edgy meetsmainstream.

One of the main objectives is to give form to the ASID experience at each point along our journeytogether this fiscal year, expressing the ASID brand’s purpose at every level. In addition, our ambi-tion is to redefine the member experience in ASID California Central Nevada and create a play-ground combining and contrasting the best that interior design has to offer. We aspire to create aninformal and uplifting atmosphere encouraging experimentation and trial through an intelligentjuxtaposition of best events, home shows, CEUs’, etc. We are focusing on you, the members, andwe have received positive and encouraging feedback. Thank you to those members that haveformally engaged!! “Share the love” with us in all four locations this February. See your calendarsand the ASID California Central Nevada website for the next event. You won’t want to miss out!www.asidcanv.org

Please support your ASID California Central Nevada chapter by coming out of your comfort zoneand join us in 2013!

“Whenever you find yourself on the side of majority, it is time to pause and reflect”- Mark Twain

Loyally,

JenniferWood, ASID, RID, LEEDGAASID California Central/Nevada President 2012-2013

2 | WINTER 2013 | CA CENTRAL NEVADA

CA CENTRAL NEVADA

ASID CA CENTRAL NEVADACHAPTER1017 L Street, PMB# 132Sacramento, CA 95814-3805(916) 200-3976

BOARD OF DIRECTORS

PresidentJennifer ChristouWood, ASID, LEED GA,RID Nevada and [email protected](916) 200-3976 ext. 1

President-ElectStephen Leon, Allied [email protected]

Financial DirectorKathleen Jennison, Allied [email protected]

Communications DirectorNatalie Wyatt, Allied ASID(916) 200-3976 ext [email protected]

Professional Development DirectorRebeccaWard, [email protected]

Membership DirectorAnglea Swindells, IP [email protected]

Director At LargeJanice Stone [email protected]

Student RepresentativeKatherine Ingelstrom, Student ASIDInternational Academy of Design & [email protected]

President’s Message

CA CENTRAL NEVADA | WINTER 2013 | 3

ASID CA CENTRAL NEVADACHAPTER OFFICE1017 L Street, PMB# 132Sacramento, CA 95814-3805(916) [email protected]/asidcanvLinkedIn ASID CaliforniaCentral | Nevada Chapter

ASID NATIONAL608Massachusetts Ave NEWashington DC 20002-6006Tel: (202) 546-3480Fax: (202) 546-3240Toll free: (800) 610-ASID (2743)[email protected] • www.asid.org

EDITORIAL STAFFEditorNatalie Wyatt, Allied ASID

PUBLISHING STAFFAdvertising SalesMikeWatt • 972-989-2208

Studio 49magazine is published quarterly for theASIDCACentralNevadaChapter of theAmericanSociety of Interior Designers byDSA Publishing& Design, Inc. Editorial content and the Studio49magazine are controlled and owned by the CACentral Nevada Chapter of ASID. Reproductionof this publication in whole, in part, in any formis strictly prohibitedwithout thewritten permis-sion of the CA Central Nevada Chapter of ASID.

CHAPTER NEWS

President’s Message . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

NewMembers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Event Calendar. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Reno Holiday Mix &Mingle CEU Event. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Reno Holiday Charity Drive . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

National RealWorld DesignWeek . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Sacramento Color Mix 2013 - CEU Event. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Emerging Professionals Update. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Sacramento Holiday Party. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

State of the Industry Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

First Quarter Board Snapshot. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

CHAPTER MEMBER SPOTLIGHT

Sherri Swass, ASID . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

INDEX OF ADVERTISERS

Barbara Barry . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Elle Decor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Ferguson. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Hunter Douglas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

CA CENTRAL NEVADA

Studio 49Issue Number 9Fall 2013

ASID CA Central NevadaMagazine ON THE COVER:

BRING ONTHE NEW YEAR! Contents

Table of

Industry Partner and Publisherfor your ASID Chapter Newsletter

support yourindustry partner

advertisers

TO THE TRADE

For Advertising Information

[email protected]

INDUSTRY PARTNER


February

1st -3rd Legislative Symposium, Dallas Texas

13th Sacramento: Valentine’s Day Party: Share the

Love- Membership Campaign, teddy bear drive

for Shriners, Building codes CEU

Las Vegas Student Forum, NCIDQ panel, TBA

March

16th Sacramento: CEU day, Art Institute 10-3pm

21st All Areas: Mix and Mingle, TBA

Las Vegas Arch Walk, TBA

Reno Dueling Chefs at Ferguson, TBA

April

18th All Areas: Mix and Mingle, TBA

23rd Board of Directors Meeting, Conference Call

Fresno Arch Walk – Tour local architects projects, TBA

Sacramento Dueling Chefs at Ferguson, TBA

CalendarEvent

New Allied MembersEvgenia V Tulup, Allied ASID

Avani Pavasia, Allied ASID

New Student MembersAllee Elizabeth Haynes, Student ASID

HopeWaldrum, Student ASID

Courtney Harms, Student ASID

Erica Louise Schaefer, Student ASID

Dody Gammelgard, Student ASID

CassieWacker, Student ASID

Erin Julie Haug, Student ASID

New Industry PartnersMichele Simas-Carli, Simas Floor & Design Co.

Steve Thielke, Bradley Corporation

Tracy Bowman, Silverado BuildingMaterials

Jessica Brinkman, Big Ass Fans

Pat Fields, Surya

MembersNew

http://www.dsapubs.com


By Angela Swindells, IP Member ASIDMembership Director

Emser Tile an ASID Industry Partner hosted the final 2012 event of the year.This event was a festive mix andmingle holiday event. The event also was aCEU event. This allowed those to gain much needed credits to be obtained.Tec Products presented the groupwith a 1 CEU credit for, "PerformanceChallenges in the Ceramics Tile Installation Systems". This event broughttogether a spirited group of attendees that really benefited from the topic athand. Special thanks to Judith Fermoile for her wonderful hat donation shepresented to our Holiday Charity Drive.

Our chapter member donated hats, gloves and socks to local families in need.

Reno Holiday Mix &Mingle CEU Event

By Angela Swindells, IP Member ASIDMembership Director

Our Chapter’s Holiday Charity Drivewas a great success.The donations that were receivedwere greatly appreci-ated. A big thank you to thosewho donated items fromour Sacramento and Reno areas. The itemswere donatedto two deserving families.

One of the families has undergone a very drastic change to their financial situ-ation. They lost much of what they had and the place they called home.

The other family is dealingwith unbearable physical illness, leaving onefamilymember to take on all the responsibilities of the normal day-to-day life.

Again, I would like to thank our amazing supportive chapter, maywe allcontinue to expand our hearts and comfort those in need in our communities.

Items such as gloves, hats, coats, socks, blankets, scarfs, sweaters andtoiletries that were collected. These itemswarmed the families hearts andgave them some comfort knowing there are peoplewho care.

Reno HolidayCharity Drive

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By Rebecca Ward, ASID

Professional Development Director

RealWorld DesignWeek is a national

mentoring program offering both hands-on

and online learning experiences to introduce

students to the real world of interior design. The program is

designed to educate the next generation of designers and provide

them exposure to professional practices and access to career

development training.

Every year, we encourage our

members to get involved with

Real World DesignWeek. It

is a great opportunity for

students to get an idea of a

day in the life of our industry.

This year students were able

to visit designer offices,

vendor showrooms and get

and understanding of busi-

ness practices. Please be sure

to mark your calendars for

June to register as a mentor

and host a student!

National RealWorldDesignWeek

RWDWNovember 4TH – 10th2012 Nazilla Karimi, Student atArt Institute Sacramentoand Rebecca Ward, ASID

By Rebecca Ward, ASIDProfessional DevelopmentDirector

Sacramento held a greatSherwinWilliams ColorForecast CEU at Ethan Allen.It was very well attended anda great way to get ready for2013’s trends. Our chapterlooks forward to hostingmore of these CEUs fromSherwinWilliams in otherareas.

Sacramento Color Mix2013 – CEU EVENT

By Janice Stone Thomas, ASID, CKDDirector at Large

ASID National has identified a group of practitionermembers who will receive special attention andsupport from our professional organization. Thesepractitioners are in their first five years of practice.This largely consists of members who have recently

advanced from Student to Allied membership, but can also include NewAllied & Professional members. The Board will be appointing an EmergingProfessional Affairs Chair soon. Stay tuned!

EmergingProfessionals Update


CHAPTERMEMBER

SPOTLIGHT

Does your Home Need an Affordable Facelift?Who is taking responsibility for the Big Picture?Do you know where to start?

Interior Designer Sherrie Swass has been in the interior design business forover 30 years. In 1983, she fulfilled her dreams by creating her signature brandmobile interior design business in Stockton, California. Her real expertise andpassion is custom window coverings. Her business quickly grew into modelhome merchandising during the big residential home expansion in the SanJoaquin Valley. Sherrie Swass Interiors was honored with the ASID DesignExcellence Platinum Award.

Sherrie Swass continues to be on the leading edge with current trends and thedesign industry.

Sherrie says, “Now it is totally a different situation in the interior design profession. I have to admit, it was a lot more funyears ago.”

The interior design profession has drastically changed in the past 7 years. HGTV and the Internet have totally affected theway the average consumer does business. Sherrie saw this coming and quickly began marketing her Two Hour Consultation,which provides professional guidance to the consumer.

On January 26, 2013 Sherrie Swass was the guest speaker at the Northern California Home and Landscape show inSacramento, California. The emphasis of the seminar informed the general public that hiring a professional designer wouldsave them time and money. A professional designer can take an inventory of what you have to work with and build on to it.Most people do not have a clue of what to do and rely on sales people with no professional experience to make their decisionsfor them. That is not their job but they help because their job is to make the sale.

Lastly, we as professional designers need to adapt to change. You either make changes in the way you do business or youprobably will not make it in the business as a sole proprietor. Your value is your knowledge. I still sell lots of furnishings onmy projects but you need to build trust and confidence first. Once you have acquired confidence with your client you are mostlikely going to complete the entire job including the furnishings.

Remember, you are the professional that sees the "Big Picture" at the end of the day.

AMERICAN SOCIETY OF INTERIOR DESIGNERSAMERICAN SOCIETY OF INTERIOR DESIGNERS

AMERICAN SOCIETY OF INTERIOR DESIGNERSAMERICAN SOCIETY OF INTERIOR DESIGNERS

AMERICAN SOCIETY OF INTERIOR DESIGNERSAMERICAN SOCIETY OF INTERIOR DE

AMERICAN SOCIETY OF INAMERICAN SO

1

Sherrie Swass, ASID


By Rebecca Ward, ASID

Professional Development Director

We held Holiday parties in both the Sacramento and Reno areas.

Sacramento’s party was held at the historic Vizcaya mansion in downtown

Sacramento. We had a great time of socializing as well as a clothing drive

for the family we adopted in collaboration with Volunteers of America.

There was also an art display

and auction held by

Sacramento artist Nichole

Lauren Fry. The Reno party

was hosted by Emser Tile,

Reno and also included a CEU

provided by H.B. Fuller, a

great chance for Reno

designers to get one more

CEU in before the end of the

year!

Sacramento Holiday Party

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I am so pleased to pr“ AROesent my first bookased to pr Ato my fellow TYUUND BEAO ou find it inspiring. I hope ymembersSIDA .”it inspiringg.”

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w to apply these principles to ooodiscussion aoughThr.beautyy. fUBEAUND ARO,bookfirsthern

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By Kathleen Jennison, Allied ASID

Financial Director

The ASID State of the Industry Report provides a look at

the current scope and size of the interior design industry, revealing the

following;

U.S. Bureau of Labor Statistics data indicates there were approximately

40,950 employed interior designers in the U.S. in May 2011, a drop of about

25% fromMay 2008.

Among employed designers, about 40% work in interior design firms, and

another 20% work in architectural firms. In 2011, the number of designers

working in furniture stores and home furnishings stores increased slightly,

less than one half of one percent each.

Office design edges out residential design as the specialty most often prac-

ticed, with hospitality running a distant third, followed by health care,

retail and education/government/institutional design.

Nearly four in ten interior designers work in one of four states: California,

Texas, Florida or New York.

More than half of ASID's members identify themselves as owners or prin-

cipals in a firm, and a large number are women-owned businesses.

Interior design billings, inquiries on the rise

In 2008, at the onset of the recession, ASID began conducting periodic

surveys of its members to gauge how their practices were being affected by

the changing economy. In November 2010, the Society launched a monthly

interior design billings and inquiries survey, similar to the American

Institute of Architects Architectural Billings Index (ABI).

The survey asks interior design firms from every state, and panelists from

related enterprises, to report on their current billings relative to the

previous month's, and report on recent business inquiries. The results of

the survey are compiled into diffusion indexes which help indicate changes

in the direction of economic activity. The ASID indexes are centered on

50% -- a number above 50% indicates industry expansion, and below 50%

indicates contraction.

After a burst of activity in the first quarter of 2011, billings declined for

most of the year, hitting their lowest point in July and August. Concern

about the Eurozone economy, the stalemate in Congress over the national

budget, and a rash of natural disasters appeared to deflate client confi-

dence, affecting both billings and inquiries for much of 2011.

Residential billings began to pick up in October 2011 and, except for a slight

dip in December, have remained positive for the past nine months. While

the ASID Billings Index dropped by 6 points to 56.5 from its March 2012

high (62.5), June 2012's score marked the sixth straight month that revenue

has risen.

On the contract side, renewed activity in the hospitality and retail sectors

have helped sustain gains in 2012. Office and healthcare design perfor-

mance has been more uneven, while education and institutional appear to

be feeling the pinch of tightening government budgets.

Billing methods, wages, employment numbers vary

The ASID's findings show that about half of all interior designers vary their

billing method depending on the type of project. The most common

method is to charge at an hourly rate, somewhere between $100 and $300.

Average markup is between 10 to 35 percent. Designers who charge by the

square foot commonly charge $5 to $6 or more, while flat fee is based on

the specific project's size, complexity, estimated time, etc.

According to the Bureau of Labor Statistics data, the mean annual wage for

an interior designer employed in an interior design firm rose 3.5% between

May 2008 andMay 2011, from $51,020 to $52,870. Nonetheless, many

designers report they've experienced reductions in earnings during the

State of the Industry Report


past several years due to wage cuts or freezes, reduced hours and

furloughs. Designers working in architectural and engineering firms earn

more on average ($57,950) than those working in other types of businesses,

including interior design firms.

In 2011, interior design firms employed 58,000 workers, of whom about

one in four was a designer. Combined, these firms had a total payroll of

over $2.2 billion. That same year, they paid out an additional $3.5 billion to

contractors, craftsmen and tradespeople.

Also in 2011, the interior design industry generated over $9 billion in

revenue: $7.3 billion from interior design firms, $1 billion from approxi-

mately 17,000 self-employed designers, and another $1 billion in design

revenues from architecture firms.

Purchasing power nearly double that of 15 years ago

The State of the Industry report also discusses the extent to which interior

design industry drives sales of products and materials.

In 2009, interior designers specified an estimated $46.3 billion worth of

products. Within the past decade, their purchasing power has increased

dramatically, from 46% of all products purchased in the A&D industry in

1997 to 83% in 2009.

On average, product sales account for 60% of a design firm's total revenues,

at about $2 million a year. Many self-employed designers and small firms

specify less than $500,000 a year, and some large firms specify $10 million

of product or more annually, according to the report.

"Our research and other studies have shown that smaller firms and larger

firms proportionately specify similar types and volumes of product by cate-

gory: paint, carpeting/flooring, countertops, fabrics, wall coverings,

lighting, ceilings, window treatments, furniture, appliances, kitchen/bath

fixtures," Fiser said in Tuesday's briefing.

Going forward

Fiser said he and ASID's directors, expect, and are preparing for, the design

industry's expansion as the economy improves and the demand for good

design continues to increase.

"In the months ahead, we will be bringing together experts and thought

leaders from all parts of the building industry to get a more complete

picture of where the industry is heading and how designers can best

contribute."

To that end, ASID is exploring new and emerging business models for

designers, developing professional education, and expanding its legislative

activity to include a broader range of business-related issues. In collabora-

tion with the ASID Foundation, the group is also furthering research that

examines the impact of design on the human experience.

For more information about ASID or the State of the Industry Report, visit

the Society's website at www.asid.org.


On October 1st the board members took on their designated roles and held

its first board meeting with an extensive agenda. It was the first of many, as

we began to work at implementing changes which will streamline our

chapter business. At the conclusion of the fiscal year 2011-2012, we had no

chapter office, an independently contracted chapter administrator, and a

newsletter Studio49, which was not in print. In the first quarter we set

about addressing these issues, in the interest of creating a more efficient

Chapter.

The loss of our Chapter office at the Las Vegas Design Center was our first

priority. We as a board understand the importance of an ASID CANV

chapter office presence in the only market center that our Chapter has

had. We had hoped to revive the negotiations with Cain Brody, LVDC

brand manager. Chapter President Jennifer Wood, and President Elect,

Stephen Leon, met with Cain to discuss re-opening the office but was

unsuccessful.

As a smaller Chapter with no chapter office, we had been relying on the

services of an independently contracted Chapter administrator. The cost

of these services, which included answering phone calls, returning

emails and opening mail, was approximately $14,000 annually. We as a

board carefully reviewed the administrators monthly excel spreadsheets

detailing her responsibilities and daily tasks. We considered the fact that as

an “independent contractor” she could not be asked to hold specific busi-

ness days/hours. We determined that for $14,000 it was not fiscally respon-

sible to continue “contracting” an administrator. (Please note that more

information on the difference between an independent contractor

and an employee can be found at:

www.sba.gov/content/hire-contractor-or-employee..)

To run the Chapter effectively and more efficiently we followed ASID

National, and went virtual. We opened a Post Office Mailbox (PMB) in

downtown Sacramento. The PMB is one of the oldest addresses in

Sacramento, and in securing it we have established a permanent mailing

address for the Chapter. The Chapter mail is delivered to the PMB, and

then forwarded to the current chapter president. This allows the address to

remain constant, even as the board changes each fiscal year. The PMB costs

a total of $156.00 annually. In addition to the PMB our Chapter now has a

secure automated phone answering service, similar to the ASID National

office. Our new telephone number for the Chapter is also permanent, and

will never need to be changed again. The cost of this service is

$9.95 per month. The answering service and mailbox will save the Chapter

approximately $13,800 annually.

Studio49 Chapter Newsletter had not been in print for over a year. Our

board investigated the reasons it was not in print, and worked at getting it

back into print for our Chapter members and Industry Partners. Hopefully

you have received the first quarters Sudio49 in PRINT! The editor, Natalie

Wyatt, who is also our Communication Director, used a picture from

2011-2012 Design Excellence for the front cover. She did an excellent job

and we are looking forward to our second quarter newsletter. If you as a

member or industry partner have ideas for articles please connect with

her at: [email protected].

The ASID Nationals’ strategic plan and our ASID CANV chapter’s strategic

plan and budget states:

“BE THE CORE OF THE DESIGN NETWORK and…Based on

market and global trends, identify the key stakeholders (new and

existing) across multiple professions, demographics, organizations

and institutions that are shaping the profession.”

With this in mind, our goal was to attendMaison et Objet Market in

January to foster and promote our ASID CANV Chapter and members. We

had planned to hold our second board meeting, and our board retreat, at

this event. These meetings were budgeted and approved by two separate

boards. However, as it turns out, we may have overlooked the possibility

that our members would like to join us on this journey. So, we have

cancelled for January and are hoping that our members and board can

foster and promote our Chapter together in Paris, France at Maison et

Objet Market in September 2013! There are several ways we can all attend:

1. Each individual cover all/partial expenses

2. Sponsor[s] cover all/partial expenses

3. Board Business covers partial expenses

The more members that attend the event, the greater the flight and hotel

discounts we can receive. Please connect with the board members and

share your interest for participating in this trip!

As a final note, you may have noticed that you are receiving ASID CANV

chapter event invitations through the mail instead of through email.

Emailing the invitations often resulted in bounce back mail from firewall

blocks; automatic junk-mail disposal etc. Our ASID Chapter board has

implemented many virtual solutions to streamline the chapter, but in this

case we feel that the value of “Snail Mail” has been overlooked in the past

few years. It appears that Chapter members are now receiving these invites

to our events more than ever before, because the attendance is up at our

ASID chapter events across the region. The feedback we have received

frommembers has been encouraging and positive. Thank you to those

members that have been engaging in the events. We hope you continue to

do so, and bring your friends! While attending the events please take

special notice of the chapter fundraising items. When you purchase these

products, you provide much appreciated support for your local ASID

CANV Chapter.

Jennifer Wood, ASID, RID, LEED GA

ASID California Central/Nevada President 2012-2013

First Quarter Board Snapshot

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Blind CornersJohn & Maryalice Benvenuto10000 Fairway Drive Suite #130Roseville, CA 95678916-746-7909562-430-2969

Davis Home Trends Paula Coughenour2300 5th StreetDavis, CA 95618530-756-4187

Tahoe Specialty Carpets & Design CenterCoreen Serrano1325 North Lake Blvd.Tahoe City, CA 96145530-583-4913

CACenNevWinter2013

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