Studio 49
ASID CA Central Nevada Magazine
Issue Number 9 Winter 2013
CA CENTRAL NEVADA
President’s Message
CA CENTRAL NEVADA
ASID CA CENTRAL NEVADA CHAPTER 1017 L Street, PMB# 132 Sacramento, CA 95814-3805 (916) 200-3976
BOARD OF DIRECTORS President Jennifer Christou Wood, ASID, LEED GA, RID Nevada and Florida president@asidcanv.org (916) 200-3976 ext. 1 President-Elect Stephen Leon, Allied ASID presidentelect@asidcanv.org
Financial Director Kathleen Jennison, Allied ASID finance@asidcanv.org
Communications Director Natalie Wyatt, Allied ASID (916) 200-3976 ext 2 communications@asidcanv.org Professional Development Director Rebecca Ward, ASID profdevelopment@asidcanv.org
Membership Director Anglea Swindells, IP Representative membership@asidcanv.org
Director At Large Janice Stone Thomas directoratlarge@asidcanv.org
Student Representative Katherine Ingelstrom, Student ASID International Academy of Design & Technology studentrep@asidcanv.org
Welcome to the New Year! The board has worked overtime to ensure that ASID California Central Nevada members have and will continue to be delivered a personalized experience. An experience tailored to fit the multicultural, city chic, urban minded and design driven members specific style, aspiration and needs. The idea through our strategic plan is to create an aspirational, yet accessible experience showcasing a wide variety of topics at each event. Our chapter is able to reach these goals through our industry partners. Industry partners are inspired by the dynamic and ever-changing nature of interior design. Some of our industry partners have stepped in and sponsored our chapter events for this fiscal year. A special thank you to Emser Tile, Kelley-Moore and Hansgrohe – who have donated between $500-$3000 each. I encourage all members to stimulate your curiosity, experience a sense of spontaneity and move away from the “sea of sameness” indulge in the groundbreaking specifying experience with our industry partners where styles are contrasted and fused together; high meets low and edgy meets mainstream. One of the main objectives is to give form to the ASID experience at each point along our journey together this fiscal year, expressing the ASID brand’s purpose at every level. In addition, our ambition is to redefine the member experience in ASID California Central Nevada and create a playground combining and contrasting the best that interior design has to offer. We aspire to create an informal and uplifting atmosphere encouraging experimentation and trial through an intelligent juxtaposition of best events, home shows, CEUs’, etc. We are focusing on you, the members, and we have received positive and encouraging feedback. Thank you to those members that have formally engaged!! “Share the love” with us in all four locations this February. See your calendars and 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 zone and join us in 2013! “Whenever you find yourself on the side of majority, it is time to pause and reflect”- Mark Twain Loyally, Jennifer Wood, ASID, RID, LEED GA ASID California Central/Nevada President 2012-2013
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Studio 49
ASID CA Central Nevada Magazine
Issue Number 9 Fall 2013
ON THE COVER:
Table of
BRING ON THE NEW YEAR!
Contents
CA CENTRAL NEVADA
ASID CA CENTRAL NEVADA CHAPTER OFFICE
CHAPTER NEWS
1017 L Street, PMB# 132 Sacramento, CA 95814-3805 (916) 200-3976 info@asidcanv.org www.asidcanv.org www.facebook.com/asidcanv LinkedIn ASID California Central | Nevada Chapter
President’s Message . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 New Members . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Event Calendar. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Reno Holiday Mix & Mingle CEU Event. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Reno Holiday Charity Drive . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
ASID NATIONAL 608 Massachusetts Ave NE Washington DC 20002-6006 Tel: (202) 546-3480 Fax: (202) 546-3240 Toll free: (800) 610-ASID (2743) asid@asid.org • www.asid.org
National RealWorld DesignWeek . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Sacramento Color Mix 2013 - CEU Event. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Emerging Professionals Update. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Sacramento Holiday Party. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
EDITORIAL STAFF Editor Natalie Wyatt, Allied ASID
State of the Industry Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 First Quarter Board Snapshot. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
CHAPTER MEMBER SPOTLIGHT PUBLISHING STAFF
Sherri Swass, ASID . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Advertising Sales Mike Watt • 972-989-2208 Studio 49 magazine is published quarterly for the ASID CA Central Nevada Chapter of the American Society of Interior Designers byDSA Publishing & Design, Inc. Editorial content and the Studio 49 magazine are controlled and owned by the CA Central Nevada Chapter of ASID. Reproduction of this publication in whole, in part, in any form is strictly prohibited without the written permission of the CA Central Nevada Chapter of ASID.
INDEX OF ADVERTISERS Barbara Barry . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Elle Decor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Ferguson. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Hunter Douglas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
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New
Members
Event
Calendar
New Allied Members Evgenia V Tulup, Allied ASID Avani Pavasia, Allied ASID
New Student Members
February
Allee Elizabeth Haynes, Student ASID Hope Waldrum, Student ASID
1st -3rd
Legislative Symposium, Dallas Texas
13th
Sacramento: Valentine’s Day Party: Share the
Courtney Harms, Student ASID Erica Louise Schaefer, Student ASID Dody Gammelgard, Student ASID
Love- Membership Campaign, teddy bear drive
Cassie Wacker, Student ASID
for Shriners, Building codes CEU
Erin Julie Haug, Student ASID
New Industry Partners
Las Vegas
Student Forum, NCIDQ panel, TBA
Michele Simas-Carli, Simas Floor & Design Co. Steve Thielke, Bradley Corporation Tracy Bowman, Silverado Building Materials Jessica Brinkman, Big Ass Fans Pat Fields, Surya
Industry Partner and Publisher for your ASID Chapter Newsletter
support your industry partner advertisers
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
INDUSTRY PARTNER
TO THE TRADE
For Advertising Information
972-562-6966 adinfo@dsapubs.com
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Sacramento Dueling Chefs at Ferguson, TBA
Reno Holiday Mix & Mingle CEU Event
By Angela Swindells, IP Member ASID Membership Director Emser Tile an ASID Industry Partner hosted the final 2012 event of the year. This event was a festive mix and mingle holiday event. The event also was a CEU event. This allowed those to gain much needed credits to be obtained. Tec Products presented the group with a 1 CEU credit for, "Performance Challenges in the Ceramics Tile Installation Systems". This event brought together a spirited group of attendees that really benefited from the topic at hand. Special thanks to Judith Fermoile for her wonderful hat donation she presented to our Holiday Charity Drive.
ELLE DECOR’s
LOOKBOOK APP
Our chapter member donated hats, gloves and socks to local families in need.
ELLE DECOR’s most popular online
Reno Holiday Charity Drive
resource is now available as a free app, with hundreds of images, searchable by room and by style. Save your favorites in “My Design File” and share them
By Angela Swindells, IP Member ASID Membership Director Our Chapter’s Holiday Charity Drive was a great success. The donations that were received were greatly appreciated. A big thank you to those who donated items from our Sacramento and Reno areas. The items were donated to two deserving families.
with clients. An archive of our best images at your fingertips… AMAZING.
One of the families has undergone a very drastic change to their financial situation. They lost much of what they had and the place they called home. The other family is dealing with unbearable physical illness, leaving one family member to take on all the responsibilities of the normal day-to-day life. Again, I would like to thank our amazing supportive chapter, may we all continue to expand our hearts and comfort those in need in our communities. Items such as gloves, hats, coats, socks, blankets, scarfs, sweaters and toiletries that were collected. These items warmed the families hearts and gave them some comfort knowing there are people who care.
iPad ® is a trademark of Apple Inc., registered in the U.S. and other countries. App Store is a service mark of Apple Inc.
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National RealWorld DesignWeek 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 Design Week. 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 business practices. Please be sure to mark your calendars for June to register as a mentor
RWDW November 4TH – 10th 2012 Nazilla Karimi, Student at Art Institute Sacramento and Rebecca Ward, ASID
and host a student!
Emerging Professionals Update By Janice Stone Thomas, ASID, CKD Director at Large ASID National has identified a group of practitioner members who will receive special attention and support from our professional organization. These practitioners 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 New Allied & Professional members. The Board will be appointing an Emerging Professional Affairs Chair soon. Stay tuned!
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Sacramento Color Mix 2013 – CEU EVENT By Rebecca Ward, ASID Professional Development Director Sacramento held a great Sherwin Williams Color Forecast CEU at Ethan Allen. It was very well attended and a great way to get ready for 2013’s trends. Our chapter looks forward to hosting more of these CEUs from Sherwin Williams in other areas.
AMERICAN SOCIETY OF INTERIOR DESIGNERS AMERICAN SOCIETY OF INTERIOR DESIGNERS AMERICAN SOCIETY OF INTERIOR DESIGNERS AMERICAN SOCIETY OF INTERIOR DESIGNERS AMERICAN SOCIETY OF INTERIOR DESIGNER AMERICAN SOCIETY OF INTERIOR AMERICAN SOCIETY OF CHAPTER AMERICAN MEMBER SPOTLIGHT
Sherrie Swass, ASID
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 for over 30 years. In 1983, she fulfilled her dreams by creating her signature brand mobile interior design business in Stockton, California. Her real expertise and passion is custom window coverings. Her business quickly grew into model home merchandising during the big residential home expansion in the San Joaquin Valley. Sherrie Swass Interiors was honored with the ASID Design Excellence Platinum Award. Sherrie Swass continues to be on the leading edge with current trends and the design industry. Sherrie says, “Now it is totally a different situation in the interior design profession. I have to admit, it was a lot more fun years ago.� The interior design profession has drastically changed in the past 7 years. HGTV and the Internet have totally affected the way 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 in Sacramento, California. The emphasis of the seminar informed the general public that hiring a professional designer would save 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 decisions for 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 you probably will not make it in the business as a sole proprietor. Your value is your knowledge. I still sell lots of furnishings on my projects but you need to build trust and confidence first. Once you have acquired confidence with your client you are most likely 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.
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Sacramento Holiday Party 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!
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(916) 338-8300
© 2013 Ferguson Enterprises, Inc. All rights reserved.
“ I am so pleased ased to pr present esent my first book ARO AROUND OUND BEAUTY BEAUTY to my fellow A ASID SID members members.. I hope yyou ou find it inspiring inspiring.” g.”
THE FIRST BOOK FROM ACCLAIMED INTERIOR DESIGNER BARBARA BARRY
AROUND BE BEAUTY EAUTY Y WRITTEN B BY Y B A R B A R A B A R R Y | F O R E W O R D BY B Y D O M I N I Q U E B R O W N I N G | P H O T O G R A P H Y BY BY D A AV VID MEREDITH
Barbara Barry’s Barbara Barrry’s work work has long been pr praised aised d for its quiet refinement, refinement, soothing soothiing palette, palette, and graceful graceful furnishings, furnish hings, as well well coloring.. IIn book,, ARO as for its rravishing avvishing ttailoring ailoring and coloring n her first book AROUND UND BEA BEAUTY U TY , B Barry arry explor explores es her design n philosophy philosophy, y, meditating transformative power beauty. Through design—simplicity, medit ating on o the tr ansformative po wer off beauty y. Thr ough a discussion of o her principles of good design— —simplicityy, proportion, harmony—we how our rooms lives.. pr oportion,, and harmony —we discover ho ow to apply these principles to o rooms and to our lives
AU Y,, V I S I T W W W. N.. C O M TO ORDER AROUND BEA UTY W. A M A Z O N
State of the Industry Report By Kathleen Jennison, Allied ASID
the changing economy. In November 2010, the Society launched a monthly
Financial Director
interior design billings and inquiries survey, similar to the American Institute of Architects Architectural Billings Index (ABI).
The ASID State of the Industry Report provides a look at the current scope and size of the interior design industry, revealing the
The survey asks interior design firms from every state, and panelists from related enterprises, to report on their current billings relative to the
following;
previous month's, and report on recent business inquiries. The results of U.S. Bureau of Labor Statistics data indicates there were approximately
the survey are compiled into diffusion indexes which help indicate changes
40,950 employed interior designers in the U.S. in May 2011, a drop of about
in the direction of economic activity. The ASID indexes are centered on
25% from May 2008.
50% -- a number above 50% indicates industry expansion, and below 50% indicates contraction.
Among employed designers, about 40% work in interior design firms, and another 20% work in architectural firms. In 2011, the number of designers
After a burst of activity in the first quarter of 2011, billings declined for
working in furniture stores and home furnishings stores increased slightly,
most of the year, hitting their lowest point in July and August. Concern
less than one half of one percent each.
about the Eurozone economy, the stalemate in Congress over the national budget, and a rash of natural disasters appeared to deflate client confi-
Office design edges out residential design as the specialty most often prac-
dence, affecting both billings and inquiries for much of 2011.
ticed, with hospitality running a distant third, followed by health care, retail and education/government/institutional design.
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
Nearly four in ten interior designers work in one of four states: California,
the ASID Billings Index dropped by 6 points to 56.5 from its March 2012
Texas, Florida or New York.
high (62.5), June 2012's score marked the sixth straight month that revenue has risen.
More than half of ASID's members identify themselves as owners or principals in a firm, and a large number are women-owned businesses.
On the contract side, renewed activity in the hospitality and retail sectors have helped sustain gains in 2012. Office and healthcare design perfor-
Interior design billings, inquiries on the rise
mance has been more uneven, while education and institutional appear to be feeling the pinch of tightening government budgets.
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
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 and May 2011, from $51,020 to $52,870. Nonetheless, many designers report they've experienced reductions in earnings during the
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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 category: paint, carpeting/flooring, countertops, fabrics, wall coverings, lighting, ceilings, window treatments, furniture, appliances, kitchen/bath fixtures," Fiser said in Tuesday's briefing.
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.
Going forward
Also in 2011, the interior design industry generated over $9 billion in
Fiser said he and ASID's directors, expect, and are preparing for, the design
revenue: $7.3 billion from interior design firms, $1 billion from approxi-
industry's expansion as the economy improves and the demand for good
mately 17,000 self-employed designers, and another $1 billion in design
design continues to increase.
revenues from architecture firms. "In the months ahead, we will be bringing together experts and thought Purchasing power nearly double that of 15 years ago
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
The State of the Industry report also discusses the extent to which interior
contribute."
design industry drives sales of products and materials. To that end, ASID is exploring new and emerging business models for In 2009, interior designers specified an estimated $46.3 billion worth of
designers, developing professional education, and expanding its legislative
products. Within the past decade, their purchasing power has increased
activity to include a broader range of business-related issues. In collabora-
dramatically, from 46% of all products purchased in the A&D industry in
tion with the ASID Foundation, the group is also furthering research that
1997 to 83% in 2009.
examines the impact of design on the human experience.
On average, product sales account for 60% of a design firm's total revenues,
For more information about ASID or the State of the Industry Report, visit
at about $2 million a year. Many self-employed designers and small firms
the Society's website at www.asid.org.
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First Quarter Board Snapshot On October 1st the board members took on their designated roles and held
member or industry partner have ideas for articles please connect with
its first board meeting with an extensive agenda. It was the first of many, as
her at: communications@asidcanv.org.
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
The ASID Nationals’ strategic plan and our ASID CANV chapter’s strategic
chapter office, an independently contracted chapter administrator, and a
plan and budget states:
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
“BE THE CORE OF THE DESIGN NETWORK and…Based on
Chapter. market and global trends, identify the key stakeholders (new and The loss of our Chapter office at the Las Vegas Design Center was our first
existing) across multiple professions, demographics, organizations
priority. We as a board understand the importance of an ASID CANV
and institutions that are shaping the profession.”
chapter office presence in the only market center that our Chapter has had. We had hoped to revive the negotiations with Cain Brody, LVDC
With this in mind, our goal was to attend Maison et Objet Market in
brand manager. Chapter President Jennifer Wood, and President Elect,
January to foster and promote our ASID CANV Chapter and members. We
Stephen Leon, met with Cain to discuss re-opening the office but was
had planned to hold our second board meeting, and our board retreat, at
unsuccessful.
this event. These meetings were budgeted and approved by two separate boards. However, as it turns out, we may have overlooked the possibility
As a smaller Chapter with no chapter office, we had been relying on the
that our members would like to join us on this journey. So, we have
services of an independently contracted Chapter administrator. The cost
cancelled for January and are hoping that our members and board can
of these services, which included answering phone calls, returning
foster and promote our Chapter together in Paris, France at Maison et
emails and opening mail, was approximately $14,000 annually. We as a
Objet Market in September 2013! There are several ways we can all attend:
board carefully reviewed the administrators monthly excel spreadsheets detailing her responsibilities and daily tasks. We considered the fact that as
1. Each individual cover all/partial expenses
an “independent contractor” she could not be asked to hold specific business days/hours. We determined that for $14,000 it was not fiscally respon-
2. Sponsor[s] cover all/partial expenses
sible to continue “contracting” an administrator. (Please note that more information on the difference between an independent contractor
3. Board Business covers partial expenses
and an employee can be found at: www.sba.gov/content/hire-contractor-or-employee..)
The more members that attend the event, the greater the flight and hotel discounts we can receive. Please connect with the board members and
To run the Chapter effectively and more efficiently we followed ASID
share your interest for participating in this trip!
National, and went virtual. We opened a Post Office Mailbox (PMB) in downtown Sacramento. The PMB is one of the oldest addresses in
As a final note, you may have noticed that you are receiving ASID CANV
Sacramento, and in securing it we have established a permanent mailing
chapter event invitations through the mail instead of through email.
address for the Chapter. The Chapter mail is delivered to the PMB, and
Emailing the invitations often resulted in bounce back mail from firewall
then forwarded to the current chapter president. This allows the address to
blocks; automatic junk-mail disposal etc. Our ASID Chapter board has
remain constant, even as the board changes each fiscal year. The PMB costs
implemented many virtual solutions to streamline the chapter, but in this
a total of $156.00 annually. In addition to the PMB our Chapter now has a
case we feel that the value of “Snail Mail” has been overlooked in the past
secure automated phone answering service, similar to the ASID National
few years. It appears that Chapter members are now receiving these invites
office. Our new telephone number for the Chapter is also permanent, and
to our events more than ever before, because the attendance is up at our
will never need to be changed again. The cost of this service is
ASID chapter events across the region. The feedback we have received
$9.95 per month. The answering service and mailbox will save the Chapter
from members has been encouraging and positive. Thank you to those
approximately $13,800 annually.
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
Studio49 Chapter Newsletter had not been in print for over a year. Our
special notice of the chapter fundraising items. When you purchase these
board investigated the reasons it was not in print, and worked at getting it
products, you provide much appreciated support for your local ASID
back into print for our Chapter members and Industry Partners. Hopefully
CANV Chapter.
you have received the first quarters Sudio49 in PRINT! The editor, Natalie Wyatt, who is also our Communication Director, used a picture from
Jennifer Wood, ASID, RID, LEED GA
2011-2012 Design Excellence for the front cover. She did an excellent job
ASID California Central/Nevada President 2012-2013
and we are looking forward to our second quarter newsletter. If you as a
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