ASID OC Winter 2010 Newsletter

Winter 2010
2010-2011 ASID Orange
County Board Members
PRESIDENT
Barbara Keller, ASID, CID
[email protected]
PRESIDENT-ELECT
Char Cowan ASID, LEED AP
[email protected]
ASID Orange County New
Board Members 2010/2011
PAST PRESIDENT
Brooke Ziccardi, ASID, CID, LEED AP,
CAPS
[email protected]
PROFESSIONAL DEVELOPMENT
DIRECTOR
Joy Wood, ASID, CID, IIDA
[email protected]
FINANCIAL DIRECTOR
Deirdre Eagles, Allied Member ASID
[email protected]
COMMUNICATIONS DIRECTOR
Laura Yorba, Allied Member ASID
[email protected]
MEMBERSHIP DIRECTOR
Maria Deganis, Industry Partner
[email protected]
AT-LARGE BOARD MEMBER
Kimberly Franzen, Allied Member ASID
[email protected]
STUDENT REPRESENTATIVE
TO THE BOARD
Kelley Goodwin, Student Member ASID
[email protected]
Back Row: Char Cowan, Laura Yorba, Barbara Keller, Maria Deganis.
Next row: Kelley Goodwin, Kimberly Franzen, Joy Wood
letter from the president
Barbara Keller, ASID, CID
Dear Membership,
2010. Yes, we’re at the end of 2010, but really at the beginning of our 36th Chapter year.
I think that’s truly incredible! Our Gala was a wonderful celebration and ending for our 35th year. The evening
was so lovely—truly a perfect evening on the water! Thank you to everyone who made the night so terrific! And
congratulations to all our award winners.
We started this year with our Trade Show, always our first big event of our new year. It was a huge success (including the very yummy food!),
so I want to give a big thank you to Maria Deganis, chair of the Trade Show, and all on her committee for all their hard work to make this
a success. I do want to also thank all the student volunteers; you truly helped all run smoothly. Plus, we had many new vendors there, and
thanks to all of you, our members, we had great attendance. Feedback from our vendors has been great; they are very happy with all
the new leads that came from the show.
I also want to thank everyone who has given their time to chair our committees this year. We could not function as a chapter or have so
many great projects and events without all of you! We have many great plans and events in the works for the year, and we will keep you
posted on all.
And as usual, as we end 2010, it gives us time to reflect on the year. It has been a year that has nudged many of us to rethink our lives and
our businesses. There is much discussion afloat in our industry regarding the business of design and how to increase business for us, our
suppliers, fabricators, and the showrooms we do business with. After attending a two day workshop at the Laguna Design Center in
November, it is truly evident that everyone who was there (including many of the LDC showrooms and Orange County designers) wants
to continue with To the Trade showrooms while still accommodating the public. There was plenty of intense discussion, lots of brainstorming,
and many great suggestions that came from this gathering. There will be more to report on this as we move through the year.
In this same vein, I ask all of us to look at who we are doing business with. Are you supporting our IP members? They give us much support,
and we need to support them and their businesses in return. We’re all together in the business and creativity of the design world.
On to our New Year! I wish all of us great success and prosperity in 2011! What are your New Year’s Resolutions?
Barbara Keller, ASID, CID
2010/2011 Orange County Chapter President
Design Orange County
3
letter from the president-elect
Char Cowan ASID, LEED AP
Dear Members,
Wow! Excited, inspired and a tiny bit anxious are just some of the feelings I am experiencing
right now as I prepare for my planning year during the 2011/2012 term as your president. I have
been busy going to meetings, training sessions, courses, events, gala’s and lunches, just to name
a few. But I have noticed along the way that you have too! What an incredible chapter we
have here in Orange County! I had heard from other national chapters that we have quite a
highly regarded reputation for being so involved. They were right! We are so lucky to have so
many amazing members who are so generous with their time. From our board members,
committee chairs, committee members, administration staff, and on to our volunteers, I thank
you! I am excited to get to know, work and play along side each and every one of you.
I feel inspired by the members I have met who give so much of themselves on our behalf, for
our profession. Members from our chapter such as David Rance ASID and Adriel Cogdal
ASID, CID are actively involved in IDCC. Along with my duties as President Elect, I am also the
Legislative Committee chair. As chair of this committee, I attended a Legislative Symposium
in October and met many ASID members who across the nation have been working diligently
for many years to pass legislation. This legislation is necessary and will keep our members working
in the profession that we have all chosen to pursue. I implore you to go to the Interior Design
Coalition of California website at www.idc-ca.org to monitor how we are proceeding in our
state and how far we still have to go. Perhaps you too will be inspired to join IDCC and learn
more about what legislation will mean for you working in our profession of Interior Design.
And yes, I am “anxious”, but not in a “worried” way. I am anxious in an “eager” way, as in eager
to lead our chapter. But first I must learn from you, from all our members, exactly what it is that
brings us all together. I will do this by following the terms of some very special leaders like our
Past President, Brooke Ziccardi ASID, CID, LEED AP, CAPS who very capably and cheerfully lead
us through a very “anxious” (in a “worried” way) economic period. And, I will follow closely and
learn from our current President, Barbara Keller, ASID, CID. Barbara’s passion for teaching will
make this year an inspiring year to be a part of.
So I invite you to join us and get “excited” and “inspired” from your fellow members as I have!
Respectfully,
Char Cowan ASID, LEED AP
President-Elect
ASID, Orange County Chapter
4
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Winter 2010
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ASID Orange County Chapter Office
Janet Quinley, Office Administrator
23811 Aliso Creek Road, Suite 108
Laguna Niguel, CA 92677
Phone: (949) 643-1549
Fax: (949) 643-5664
[email protected]
www.asidocc.org
ASID National
608 Massachusetts Ave NE
Washington DC 20002-6006
Tel: (202) 546-3480 • Fax: (202) 546-3240
Toll free: (800) 610-ASID (2743)
[email protected] • www.asid.org
EDITORIAL STAFF
Sue Sanders, Allied Member ASID
table of contents
20
President’s Message . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
President-Elect’s Message . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
ASID Products for Sale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
2010 Design Awards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
ASID Celebrates 35 Year Anniversary at the 2010 Gala. . . . . . . . . . . . . . . . . . . . 12
How To Use Social Media To Grow Your Interior Design Businesss. . . . . . . . . . . . 13
Installation Luncheon Recap. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Legislation in California . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Quarterly Calendar. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
PUBLISHING STAFF
Advertising Sales
Mike Watt • 972-989-2208
Design Orange County magazine is published quarterly for the
ASID Orange County Chapter of the American Society of Interior
Designers by DSA Publishing & Design, Inc. Editorial content and
the Design Orange County magazine are controlled and owned
by the Orange County Chapter of ASID. Reproduction of this
publication in whole in part, in any form is strictly prohibited without
the written permission of the Orange County Chapter of ASID.
6
Design Orange County
2010 OC Tradeshow Recap. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
2011 Designer Flea Market. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
ASID OC Holiday Luncheon. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
ASID Designers Partner With Furnishing Hope To Design Homes
for Habitat For Humanity Families . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Trade Show CEU Class: Creating Peak Profits in These
Challenging Economic Times . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
• Private Residences
• Model Homes
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Winter 2010
table of contents
cont.
Stonemill Design Center . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Are you an Emerging Design Professional? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
STEP Class Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Lifetime Achievement Award Winner: LeAnne Tamaribuchi, ASID, CID . . . . . . 27
27
Did You Know? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Student Corner . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
ASID Orange County Chapter’s Third Annual Student Career Day 2011 . . . . . 29
RealWorld DesignWeek Recap . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Welcome New Members . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30
advertisers index
INDUSTRY PARTNER
Anvil Arts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
J. Nicolas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Bartolo Window Treatment Designs. . . . . . . . . . . . . . . . . . . 29
Laguna’s Fancy Faucets. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
B&C Custom Hardware & Bath . . . . . . . . . . . . . . . . . . . . . . 17
Laguna Design Center . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
California Closets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
Mitchell Gold + Bob Williams . . . . . . . . . . . . . . . . . . . . . . . . . 9
Chaise & Lounge . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Modern Luxury Riviera . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Closet Factory . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Outdoor Elegance. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Danmer Custom Shutters . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Studio Cast Designs, Inc. . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Expressions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Tim Gerdon Painting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Fabpro . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
TS Carpet & Design Center. . . . . . . . . . . . . . . . . . . . . . . . . . 24
Fashion Interiors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
Unicorn Delivery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Faucets N Fixtures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
Westransco . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Ferguson . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Wholesale Shutter Specialists . . . . . . . . . . . . . . . . . . . . . . . . 15
Irvine Stone . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
Wildwood Designs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
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ASID Products for Sale
New leather items are being offered
at our online product store.
The leather items include the ASID logo
and are available in Black, Mocha, White,
Orange, Blue and Magenta.
Please see our website: www.asidocc.org for
ordering information and prices.
Additional products are also available on the website.
2010 Design Awards
by Jennifer Nicole Anderson, Allied Member ASID
The American Society of Interior Design Orange County 2010 Design Awards were
presented on September 11, 2010 at our 35th Chapter Anniversary Gala aboard The
Endeavor. The designers had nine categories to enter including one new category, "The
Design House". All entrants were extremely talented with beautiful projects. I was honored
to chair the 2010 Design Awards and congratulations to all winners.
The 2010 ASID Design Award Winners
Sponsored by Orange Coast Magazine
BEST LIVING ROOM DESIGN
BEST SPECIAL SPACE DESIGN
GOLD AWARD
Shala Shamardi, Allied Member ASID
GOLD AWARD
Char Cowan, ASID, CID, LEED AP
PLATINUM AWARD
Cynthia Prizant, Allied Member ASID, LEED AP
WHITE LINEN ASID NOTECARDS AND ENVELOPES
BEST KITCHEN DESIGN
PLATINUM AWARD
Courtney L. Ziething, Allied Member ASID
GOLD AWARD
Karen Ziccardi, ASID, CID
ASID LICENSE PLATE
BEST DINING ROOM DESIGN
PLATINUM AWARD
Karen Ziccardi, ASID, CID
GOLD AWARD
Bunny Sutherland, Allied Member ASID
PDA COVER & BUSINESS CARD HOLDER
BEST BATH DESIGN
PLATINUM AWARD
Shala Shamardi, Allied Member ASID
PLATINUM AWARD
Cynthia Prizant, Allied Member ASID, LEED AP
PDA COVER & BUSINESS CARD HOLDER
INDUSTRY PARTNER
Design Orange County
10
INDUSTRY
PARTNER
BEST DESIGN HOUSE
PLATINUM AWARD
Audrey Duncan, Allied Member ASID
Tony Baldocchi, Allied Member ASID
GOLD AWARD
Susan Wesley, ASID, CID
BEST HOME DESIGN UNDER
3500 SQ. FT.
PLATINUM AWARD
Peg Berens, Allied Member ASID, CID
GOLD AWARD
Charise M. Buckley, ASID, CAPS
BEST BEDROOM DESIGN
INDUSTRY PARTNER
PLATINUM AWARD
Kim Bernard, ASID
BEST HOME DESIGN OVER
3500 SQ. FT.
PLATINUM AWARD
Jill Tilton, ASID
GOLD AWARD
Lisa Rachelle McDennon, Allied Member ASID
PEOPLE’S CHOICE AWARD
Wendy Ann Miller, Allied Member ASID
TROPITONE
ASID Celebrates 35 Year Anniversary at the 2010 Gala
by John Herrington, Allied Member ASID
At the Gala this past August, ASID Orange County celebrated its 35th year
as a chapter and it’s chapter's history. The night began as we all boarded
the Endeavor Yacht for an evening of fun and celebration! Upon boarding,
guests were able to go to the upper deck to view beautiful Newport Harbor
or stay and try their luck at the black jack tables on the first deck. Great
door prizes were donated by wonderful IP Members that had come to
celebrate the evening with us.
During dinner, President Brooke Ziccardi recounted our chapter’s history
and highlighted the legacy each president has left behind to have such
a strong chapter. Special recognition was given to David Rance who
was awarded the evenings’ top honor of National Medalist and LeAnne
Tamaribuchi who was honored with our chapter’s Lifetime Achievement
INDUSTRY PARTNER
INDUSTRY PARTNER
Design Orange County
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INDUSTRY
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Award. Congratulations also go to those who won the design awards
presented during the evening.
Thank you too for our Platinum Sponsors whose generous support helped
to make this a fabulous night. Our Platinum Sponsors were:
Cambria
Ferguson Bath, Kitchen and Lighting Gallery
Frette
Kohler
Lalique
Orange Coast Magazine
Frette
How to Use Social Media
To Grow Your Interior
Design Business
by Natalie Umbert, Allied Member ASID
“Social Media” is the latest buzzword heard in business today. But what is
it and how can you use it to grow your Interior Design Business? Let’s look
at four social media key tools.
1. Facebook: Excellent for sharing info with friends and acquaintances.
You can also create a "Fan Page" that's just for your business; the advantage of a “Fan Page” is that it protects your privacy while making your
professional information available to the entire Facebook and even Google
community. The plus is that it does not require as many frequent posts as
Twitter.
We stepped up
Designer Faucets, Fixtures and Accessories,
we’ve got it covered.
2. Twitter: Much faster access a to larger market than Facebook because
most profiles are open. It is great for sharing up to the second info; not only
can you "follow" other users' "tweets" (posts), but others can "follow" yours.
Here's the kicker: the "followers" of people that you "follow" and post "tweets"
about, can see those tweets and respond to you directly or maybe even
become your followers as well. The downside is that it takes a little bit of
practice.
3. YouTube: Great forum to upload videos that showcase your talent and
expertise. It's easy to make a video --as more and more people watch
them you can become "known" as a "go to design expert".
4. Linked In: Good forum for business networking & headhunting; not as
"socially" oriented as Facebook or Twitter and much harder to convey your
"whole package" (personality etc.) but good because all pages are open.
Another plus is that clients, colleagues, etc. can post recommendations
and testimonials.
FAQ's:
Why use any of these? They are easy to use and they are free! If you work
them correctly, you can increase the number of people who are exposed
to your work, establish yourself an “industry expert", and hopefully GROW
YOUR BUSINESS!
Do I have to use ALL of these simultaneously? No, it just depends what
your business goals are. Do you want to be the biggest/best in your town
or in your region? How about in the nation? Do you want to limit your business to residential design? Or expand into commercial, hospitality, etc.?
How important is building your “brand”?
My recommendation is to start with Facebook and move on from there.
A great "Fan Page" is an easy way to get your work out there if you don't
have a website.
Finally, don’t be afraid to jump right in! The social media websites are easy
to navigate and make it painless to create your pages/profiles. They
can be a valuable tool in growing your interior design business. It is a great
way to get exposure, build your brand, and become a “go to” design
expert!
Visit our KOHLER Registered Showrooms
Costa Mesa
P: 949.574.8188
F: 949.574.8261
Carson
P: 562.961.8785
F: 562.961.8749
Van Nuys
P: 818.849.3760
F: 918.375.4996
www.expressionsshowroom.com
Design Orange County
13
2010 ASID OC Installation Luncheon
by Laura Yorba, Allied Member ASID
Communications Director
This year’s ASID OC Installation Luncheon for the incoming
2010-2011 board of directors was held at the wonderful
Center Club in Costa Mesa on September 29. Close to
150 students, designers, past presidents and industry partners celebrated a melding of old and new.
Our incoming President, Barbara Keller, ASID, CID, made
several promises including a commitment to support each
other—designers and IP members; take under our wing
emerging members in a newly created committee position-Emerging Professionals ; reach out to new people,
making sure that we greet new members at our meetings and introduce them to others; and continue to foster
a relationship established last year with AIA, BIA and
USGBC and any other group that would be mutually
beneficial.
Past Presidents that attended: David Rance, Karen Ziccaridi,
Beverly Stadler, Mona Clark, Mary Swift, Adriel Cogdal,
Diane Sparacino, Marianne Kreter, LeAnne Tamaribuchi,
Abby Menhenett, Elaine Redfield.
Back Row: Char Cowan, Laura Yorba, Barbara Keller,
Maria Deganis.
Next row: Kelley Goodwin, Kimberly Franzen, Joy Wood
2009/2010 Board and Chairs
Design Orange County
14
David Rance swearing in new president Barbara Keller
Chris Kittrell, Marianne Kreter
Rick Campos, Bonnie Traut
Kristi Nicolai, Kimberly Franzen, Marjan Bastani, Lee Harris, Barbara Keller
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L E G I S L AT I O N I N C A L I F O R N I A
ASID Legislative Symposium
by: Adriel Cogdal, ASID, CID
Past President 2007/2008
In October I was fortunate to be sent by our chapter to the ASID Legislative
Symposium in Broomfield, CO. The weekend was spent attending seminars
covering Coalition Building, Fundraising, and Research. I had the opportunity to network with ASID President Elects and coalition members from all
over the country and to speak one to one with Don Davis, the new ASID
Director of Government and Public Affairs.
I was also able to hear
the stories behind the
successes of Georgia
and Florida in their
pursuit of a Practice
Act.
ASID’s official policy
on legislation only
supports legislation that
is designed to open
new opportunities for
residential
and
commercial interior
designers with advanced skills to practice in relevant areas that are currently
only available to other licensed design professionals. These designers have
the knowledge and ability to produce and submit non-structural plans to
building officials for issuing of permits. This form of legislation, which exclusively opens new opportunities, will preserve the current scope of practice
for all interior designers who decide that licensure is not the right path for
their career. Registration would:
• Allow interior designers to bid on state and federal interior design contracts.
• Allow interior designers to seal and sign documents for permitting.
• Ensure that interior designers will benefit from reciprocity.
• Provide consumers a venue for the redress of grievances.
• Reduce consumer costs by eliminating expensive document processing.
• Establish a requirement that registered interior designers continually
educate themselves on the practice of interior design.
Be assured that ASID is in the business of making sure everyone stays in
business. Passing legislation is nothing more than creating a path to registration in which designers, IF THEY CHOOSE, can practice their profession
to the full extent of their capabilities. Those who do not wish to become
registered can practice as they currently do.
Understanding that the language of any bill is vital to gaining support,
ASID, IIDA and IDCC (Interior Design Coalition of California) wish to open
the communication lines with all designers, to bring your fears, trepidations,
questions and objections into the open where the myths can be busted
misinformation can be processed and the truth about the benefits of such
a bill can be assimilated.
Don’t be taken in by politics and be confused by propaganda. Open
the dialogue. Ask questions. Voice your concerns and participate in the
process.
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It is possible to draft a bill that will satisfy the needs of everyone while
advancing the profession of interior design. With communication I believe
we can unite all designers and support a proposed bill moving forward.
Please do not hesitate to contact me for information, or discussion, and
please visit the new IDCC website for continuing updates at: idc-ca.org.
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2010 ASID OC Trade Show
By Maria Deganis, Industry Partner
Membership Director
Organizing an ASID trade show every year is exciting and challenging at
the same time. The objective was to bring qualified vendors and interior
designers together to network and enjoy an evening of good cheer. This
year’s trade show met those objectives allowing everyone to come away
with new and promising business connections. Once again the Trade Show
Committee presented a high quality event which the ASID Orange County
Chapter is known for within the design community.
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2011 Designer
Flea Market
by Valarie Mina, Allied Member ASID
Back by popular demand, our next Designer Flea Market is scheduled to
be held in March 2011. What a perfect opportunity this is for you to clean
out your offices, warehouses, and garages! As in the past, proceeds from
this event will be divided between our chapter and our ASID Community
Service charity. Please start setting aside your treasures for this fun event!
We will have complete details coming soon, but remember that each
donation is tax deductible and will benefit a great charity. What a wonderful
way to give back to our community.
If you have items or time to donate, or for more information, please contact
Valarie Mina, Committee Chair at 949-338-6380 or [email protected].
Also, please check our chapter website for more detailed information. We
will continue to get information and details to you as we get closer to our
sale.
ASID OC
Holiday
Luncheon
Tuesday, Dec.14th 2010
12:00 to 2:30pm
@
ISLAND HOTEL
690 Newport Center Dr.
Newport Beach
Come and join us for
a Day of Celebration
Meet friends, enjoy great food and games.
Win fabulous door prizes!
HAPPY HOLIDAYS TO ALL!
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ASID Designers Partner With
Furnishing Hope To Design Homes for
Habitat For Humanity Families
by John Herrington, Allied Member ASID
ASID designers volunteered to design homes for Habitat for Humanity families by partnering with Furnishing Hope. We were
thrilled to be able to provide families with a comfortable, attractive place in which to start a new life. When we were
finished we had a completed design including everything from the family room sofa to the kids’ beds to the art on the
walls.
Habitat for Heroes and Foundations for FamiliesTM is a project of 27 homes built by Habitat for Humanity Orange County
in San Juan Capistrano. Nine homes were completed last year with eighteen more houses completed in September. Of
these eighteen, thirteen homes were for military families!
Furnishing Hope was founded to improve the living space for people in need. Furnishing Hope provides a home-like envi-
ronment for kids and families in stressful situations. It’s their goal, whatever the situation, to ensure that the children in
these homes are the benefactors of their efforts.
It was a rewarding experience for all of the designers to undertake such a scope of a project and to see the family’s faces!
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Creating Peak Profits in These Challenging Economic Times
by Barbara Keller, ASID, CID
Our Trade Show CEU Class
Fred Berns, one of the ASID
Distinguished Speakers,
provided a great informative
and interactive CEU class
right before the opening of
our Trade Show on October
13. Fred is a well-known sales
and marketing coach who
works with design trade professionals around the world. His goal is to provide his clients with the tools to
maximize sales and marketing impact for a minimal investment of time and
money. During the class, all who attended were able to share their stories
and ask specific questions relating to their businesses. Plus, following the
lecture, Fred was available for more questions.
The major points of his class were:
1. Sell Yourself. We have 17 seconds to make a first impression, so we need
to figure out how we’re unique and different and be able to say that in
a very short time.
2. Fail More. We need to continually meet new people, network, and submit
bids and proposals. His point: often “no” just means “not now”.
3. Build buzz on your website. We need to continually
update our sites and comment on timely issues.
4. Sell “Now” as well as “Wow”. We need to create the
immediate need for our services with phrases such as
“Good design will increase your home’s value” or “Space
planning will help you to better utilize your space.’
5. Start with Top-Down Selling. We want to introduce and
offer our full package of services first along with the
highest end products. These “feel” the best and “show”
the best.
6. Serve “appetizers.” We should offer some type of introductory program
when we sense a wary client. One of Fred’s suggestions is a 45-Minute
Makeover where we would provide a quick “capsule” of the clients’
design and remodeling needs.
7. Don’t Quit! Persist!
If you would like to learn more about Fred Berns’ coaching and speaking
services, and learning materials, you can visit http://www.fredberns.com.
ias contained in this report were drawn from his Platinum Package .
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Stonemill Design Center
by Laura Yorba, Allied Member ASID
Communications Director
Have any of you attended an event at Stonemill Design Center recently? Well, there are
many to choose from such as the CEUs hosted monthly by Estate of Design. Just last month,
Stonemill hosted a great event they called
“Fall into Stonemill”. Proceeds from the sale
of tickets and the auction went to support
the First Annual Passport to Opportunity design
student scholarship. It was great celebrating
this important new cause.
Stonemill has been operating for over 30 years
and benefits from solid ownership and consistent service to the design community. Stonemill continues
the tradition of protecting the Design Profession as evidenced by the “to the trade” policy supported by
the ownership of the center. Stonemill houses over 60 showrooms and creative office uses.
From contract furnishings at Connectrep and Steve Francis and Associates to Pilates at Studio
du Corps to Gerridy’s Ltd Floorcoverings to Kenneth McDonald and Pindler and Fabricut
for fabric. Have a bite a Cargo & Co’s Café Contessa or take walk through Ann Dennis
Designs and Eurobath and enjoy the beauty! There are several new showrooms planning to
join the well-established businesses at Stonemill soon.
Many of us know Stonemill as the ideal design center. It is friendly, intimate, centrally located
and houses a wide variety of showrooms and services in a beautifully landscaped atmosphere. Stonemill has recently increased their advertising campaign and social media presence. Try visiting TheStonemillDesignCenter.com or friend them on Facebook or just come
down to 2915 Red Hill Avenue, Costa Mesa.
Styles that fit every décor &
Service that makesYou look good.
ASID Industry Partner
Call 800.692.5673
Ask for your ASID Specialist
www.closetfactory.com
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2640 E. Coast Highway, Corona Del Mar, California 92625
www.jnicolas.com
t 949.644.5543 f 949.644.5668
[email protected]
Are you an Emerging
Design Professional?
by Rick Campos, Allied Member ASID
Emerging Professional Affairs Chair
ASID is reaching out to our newest design professionals through a newly
created committee dedicated to showing you the value and many bene-
fits of being an ASID member. If you are a practitioner member in your
first five years of practice, then you identify as an Emerging Professional.
This group largely consists of members who have recently advanced
from Student to Allied Membership, but can also include new Allied and
Professional members.
We are diligently working on a variety of workshops, network events, and
even possibly an emerging professional of the year award. I encourage
every design professional who falls into the “Emerging Professional” cate-
gory to take advantage of the many forthcoming opportunities that we
have planned to help you grow your business and maximize your ASID
membership benefits.
Any Emerging Professionals interested in participating in future efforts and
any industry partners interested in contributing to the growth of this newly
founded committee can contact me at [email protected]
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California Orange
County Chapter
Laguna Niguel, CA
The American Society of Interior Designers has long recognized the
key role that the NCIDQ examination plays in design practitioners’
career plans. Passage of this rigorous test signifies the hallmark of
professionalism in the interior design community, and alerts the public
to the expertise and experience of the designer who has met this
challenge. To that end, ASID created the STEP program to provide
a broad perspective of the issues and information pertinent to the
NCIDQ exam.
Important Dates:
Registration Deadline: December 24th, 2010
Workshop Dates: January 7 - 9, 2011
NCIDQ Examination: April 1 - 2, 2011
Ready to Register? Go to www.asid.org/designer/step
Cost: ASID Members $325; Non-members: $445
Workshop Leader: Donna Kirby, FASID
Fine Cabinetry and Woodworking
About the Workshop
The STEP workshop is periodically conducted nationwide and is
comprised of 20 hours of instruction over a 2 1/2 day period. Participants
have the opportunity to experience practice exams patterned after
the newest NCIDQ and, with the guidance of experienced instructors, determine which areas require further preparation. Workshop
participants are provided with comprehensive workbooks that
includes practicum exercises and online multiple-choice exams
similar to those in the NCIDQ exam. These practice tests are administered and thoroughly reviewed during the workshop
Established over 25 years
Residential and Commercial
Workshop Agenda
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FAX:
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Friday, January 7th • 2 - 8 pm
Saturday, January 8th • 8am - 6:30 pm
Sunday, January 9th • 8am - 3:30 pm
Lifetime Achievement Award Winner
LeAnne Tamaribuchi ASID, CID
Like many of her family members, LeAnne
Tamaribuchi attended Creighton University in
Omaha, Nebraska, majoring in Chemistry. Later,
she earned her Master’s Degrees in Biochemistry
from UC Davis, where LeAnne’s interest in interior design was born, after she became a
member of the Nutrition Laboratory Design
Team in 1967. Attending dress design classes,
LeAnne started selling dresses at high-end
boutiques in the Bay area. After marrying her
husband, Sat, they moved to Southern California.
In 1977, LeAnne was one of the first 100 enrollees of UCI’s Environmental
and Interior Design certificate programs. She has been a dedicated interior designer ever since, becoming an active member of ASID, including
serving as president and working tirelessly in promoting Design Houses and
home tours. LeAnnne has won several awards and her work has been
featured in various publications. LeAnne still finds time to volunteer in the
community.
LeAnne attributes her success to her philosophy that the client makes the
decisions, but it’s her role to make sure they are aware of the considerations to produce high quality, creative and enduring interior design. “I think
I have been successful in my career because I have tried to be a good
listener with everyone I work with and have had a very supportive family.”
Did You Know?
1. If you’re an active Allied Member and notify ASID of NCIDQ passage
within one year you will be given your first year of professional dues for
free. Proof of passage must be shown.
2. ASID provides a one-time $100 discount on dues when a practioner member notifies National of their passage of the LEED or AAHID
(American Academy of Health Care Interior Designers) exams within
one year.
3. If you are NOT a practicing interior designer but want to continue
your involvement in ASID, you can choose Professional Inactive
Status. Dues are $250. annually and the status must be renewed each
year.
4. If you are an Allied Member but not practicing interior design you
may go on a leave of absence for a period of up to three years across
the lifetime of your membership. The dues rate is one half of the full
dues rate.
5. If you are at least 65 years of age, have been a member of ASID
for at least 20 years and no longer practice interior design, you are
eligible for retired status. The cost for this status is $80.
Keep your passion alive!
Keep in mind these incentives!
The above information was taken from Icon Magazine, March/April
2010 issue, pg. 33.
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art institute of california
interior designers institute
This fall The Art Institute of California – Orange County interior
It’s been one ambitious and busy quarter for the ASID, IDI
participated at professional events, leadership retreat and, best
Reprographics, where we toured the facility and they
design department was busting at the seams with activities. We
of all, a tour of downtown Los Angeles. We started out our
tour at several adaptive housing projects, then over to Our Lady of the Angels
Cathedral, Walt
Student Chapter! Our first event was at Consolidated
presented us with their printing capabilities that will help our students with
their many projects at IDI. Our next event was the General Meeting in
which the OC President of ASID, Barbara Keller and ASID Student
Disney Hall (as
Representative, Kelley Goodwin, spoke to us about this years coming
image on right)
with the professionals. Currently, we are holding our 2nd Annual Food
seen
at
events and how ASID students can learn and participate side by side
the
drive for the Second Harvest Community Food Bank. We are ending
and finally the
Museum
this quarter with our 1st Annual IDI Student Chapter BBQ. This event was
of
a great success; it will become a tradition at IDI!
Contemporary
Art.
Green is always
a priority at Ai
and the interior design club supported its’ biggest celebration, GREENday
2010, with green speakers including USGBC – Orange County and green
vendors like Interface/Flor and 3form. If that was not enough, we have been
coordinating two study groups each week for students and alumni preparing
for the LEED Green Associate exam.
See us on www.facebook.com/aioc.idclub
student corner
saddleback college
This fall semester was just as busy as any other! Our monthly
meetings continued with speakers representing ASID, NKBA,
IDEX, Sherwin Williams and others. At the ASID general meeting
in September, the Chapter has graciously honored our own Deidre
Greenberger with an outstanding student award. Our team of designers
westwood
college anaheim
Each year, Westwood’s successful ASID Student Chapter
gets larger. The upcoming year will be no different with our
newly elected student board. One of the first events of the new term
was Career Day at Westwood. Students learned about the benefits of
has successfully finished their project for Furnishing Hope in San Juan
being a part of the ASID chapter. On November 18-19, the student chapter
tasks. The Interior Design department will participate in Family Night, to
There were 200 exhibitors showing their best products, educational semi-
again this year to design the decorations and centerpieces for the
We had a great time learning.
Capistrano, and some continue to serve the charity on other related
portray the benefits that the program has to offer. SCIDC was selected
Saddleback Gala fundraiser for education, which takes place in February.
We are looking forward to serve on the committee for the ASID-OC
Tabletop event in the near future.
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had access to trade show floor during the Building Industry Show 2010.
nars and more than 4,500 building industry professionals in attendance.
ASID Orange County
Chapter’s Third Annual
Student Career Day
by Jamie Namanny, Allied Member ASID
Mark your calendar for the ASID Orange County’s Chapter Third Annual
Student Career Day on Friday, February 4, 2011, at the Laguna Design
Center in Laguna Niguel. We are lining up prestigious professional interior
designers to speak at the event, as well as be available for round table
discussions with each student. There will be goody bags from the Laguna
Design Center’s showrooms and lots of door prizes. A light breakfast and
a gourmet lunch will be served.
Check the ASID Orange County’s Chapter calendar in December for details
about the event, which will include a registration form. Your school will also
receive notice of the Student Career Day. Be sure to bring your portfolios
and resumes for review by the professional designers.
RealWorld DesignWeek
by Kelley Goodwin, Student Member ASID
Student Rep to the Board
I hope you all had a positive experience during your shadow day experi-
ence this past week! Did you have a good time, find a new mentor or
friend, learn anything new? Many of the designers took their students to
The Lutron Experience Center in Irvine on Tuesday for a very informative
tour on Title 24, intuitive lighting controls, shade control, and integrating
audio and visual into a custom home system. Followed by lunch at Phan
55 and then onto one of the design centers. Then on Thursday, Paul Self
from AudioVisions, an electronics contractor, led a group around the Lake
Forest location where they learned how to bring the true benefit of tech-
nology into a home or business to fit your clients lifestyle. Whether you went
to the tours above or followed a designer through their day at the office
Quality Interior and Exterior Painting
Fine Wood Finishing and Restoration
Wall Finishes and Wall Textures
Decorative Faux Finishes
or client meeting, I hope it was truly an experience that was enjoyed and
beneficial to both.
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WELCOME
Industry Partners
New ASID-OC Members
IPACG Green Group, Inc.
Charles Zhang, Jennifer Taylor & Sandy Wilson
Cabinet Wholesalers
Eirik Orman
Carpets of Imagination
Billy Bramblett
Charles Fine Furniture
Zai Holder
Coverings
Elena Grant
CSC Digital Graphics
Steve Huang
Dynasty Collections & Antiques
Cynthia Dennis
La Choob Floors
AJ Ghafari
La Choob Floors
Sima Ghafari
Lorts Manufacturing
Lori Yusten
Margaret`s Cleaners
Jan Bohn
Precision Property Measurements
Andy McFarland
Studio Architettura Andrea Capellino
Mario P. Scubla
Westransco, Inc
Larry Denkler
YLighting / YLiving
Darren Roys
Professional Members
Darla’s Unique & Chic Interior
Darla L. Blake, ASID
Students
Katherine Curry, Student Member ASID
Interior Designers Institute
Jessica Decille, Student Member ASID
Saddleback College
Herencia Reynaldo Del Rico, Student Member ASID
Westwood College - California
Angela D. Eason, Student Member ASID
Interior Designers Institute
Brittany T Fagerlind, Student Member ASID
Teresa Fuller, Student Member ASID
Saddleback College
Jenny Cienfuegos, Student Member ASID
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Ashley Lynn Salzmann, Student Member ASID
Interior Designers Institute
Shelly Senior, Student Member ASID
Interior Designers Institute
Kristina Studier, Student Member ASID
Interior Designers Institute
Carolyn Christine Hall, Student Member ASID
Saddleback College
Paige Harryman, Student Member ASID
Interior Designers Institute
Julie Diane Siems, Student Member ASID
Interior Designers Institute
Susan Theodorou, Student Member ASID
Saddleback College
Kathleen Triolo, Student Member ASID
Interior Designers Institute
Amy Lee Houtenville, Student Member ASID
Interior Designers Institute
Janet Truesdale, Student Member ASID
Interior Designers Institute
Jennifer Smith Izu, Student Member ASID
Interior Designers Institute
Martha Woodruff, Student Member ASID
Interior Designers Institute
Tina Isgro, Student Member ASID
Nancy Kristoffersen, Student Member ASID
Saddleback College
Eun Jin Lee, Student Member ASID
UCLA Extension
Jennifer Leigh, Student Member ASID
Art Institute of California - Orange County
Yolanda Leon, Student Member ASID
Interior Designers Institute
Danielle Rene McVey, Student Member ASID
Orange Coast College
Elizabeth Blatt, Student Member ASID
Bentley Callahan, Student Member ASID
Institute
Ana Paulina Sahagun, Student Member ASID
Westwood College - California
Renee Nicole Goce, Student Member ASID
Orange Coast College
Cynthia Gilbert, Student Member ASID
Interior Designers Institute
Britta Nielsen, Student Member ASID
Interior Designers Institute
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Interior
Designers
Arghavan Rajaee, Student Member ASID
Interior Designers Institute
Sivan Shrikian, Student Member ASID
Orange Coast College
Viki Merage, Student Member ASID
Interior Designers Institute
Alicia Nicole Bluemmel, Student Member ASID
Interior Designers Institute
Jessica Quillian, Student Member ASID
Orange Coast College
Kaitlin Galati, Student Member ASID
Saddleback College
Claudio Albano, Student Member ASID
Interior Designers Institute
Carol Renee Belk, Student Member ASID
Interior Designers Institute
Lindsay Price, Student Member ASID
Interior Designers Institute
Melanie Mobley, Student Member ASID
Interior Designers Institute
Mary Lou Niquet, Student Member ASID
California State University at Los Angeles
Melissa Mata Payawal, Student Member ASID
Interior Designers Institute
Janet Ferrell Price, Student Member ASID
Interior Designers Institute
Karen Vogel, Student Member ASID
Interior Designers Institute
Congratulations to the
following members on their
Advancement to Allied
Members of ASID!
Shirin Abdollahi, Allied Member ASID
Carleen P. Carrasco, Allied Member ASID
Sylvia M. Christian, Allied Member ASID
Natalie Ann Clayton, Allied Member ASID
Kathleen Garito, Allied Member ASID
Sandra E. Gibbs, Allied Member ASID
Lynsey Greive, Allied Member ASID
Gigi M. Harris, Allied Member ASID
Brian E. Hettinger, Allied Member ASID
Victoria L. Hutchings, Allied Member ASID
Kimberly Jameson, Allied Member ASID
Catherine T-D. Jao, Allied Member ASID
Julie Mataya, Allied Member ASID
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