2024 - VIA Hospitality Brochure

We design experiences.

Architecture happens to be our medium.TM

Vera Iconica: True Likeness

[Latin] noun

Inspired by intuition and backed by science, our approach results in architectural experiences designed to optimize wellbeing. This enhances health, behavior, longevity, vitality, and happiness—while increasing real estate and brand value for our clients.

Founded in 2010 by Wyoming native, Wellness Architecture pioneer and thought leader, Veronica Schreibeis Smith, Vera Iconica specializes in Architecture, Interior Design, Kitchen Design, and Real Estate Development. Our international team of experts merges cultural, spiritual, and qualitative elements with hard science to create highly customized solutions that elevate conscious living. With roots in Jackson Hole, Wyoming, Vera Iconica serves clients around the world, and our work has been featured in Forbes, Architectural Digest, Global Wellness Institute, CLAD Global, The Wall Street Journal, and more. We are consistently ranked as one of Mountain Living’s Top Mountain Architects

Leadership Left to Right Blair Costello, Veronica Schreibeis Smith, Shane Salisbury, Christopher Hancock, Amy Tribo

We Listen

With our clients' wishes top of mind, we utilize our proven expertise to create their desired environments while promoting health and crafting experiences and outcomes where people can thrive.

We Envision

We explore effective design strategies with a balance of advanced virtual technology and classical architectural drawings that allow our clients to experience their project early in the design phase. We reframe historic architectural assumptions to design spaces that will enhance the longevity, vitality, and happiness of future generations.

We Deliver

With the project vision and practicality in mind, we leverage our construction knowledge and architectural sensibilities to create beautiful, healthy spaces. We understand the technical requirements and challenges for hotel, spa, and restaurant environments. We design for maximum optimization and efficiency while creating a sense of place and experience for guests and employees alike. In delivering for our clients, we have proven our ability to adapt to changing circumstances, tackle every project with focused attention, and hold ourselves accountable for the work we do.

Why Wellness in Hospitality?

It has been stated by the Global Wellness Institute that the average international primary wellness tourist spends around 61% more than the average international tourist.

In terms of marketing, wellness resorts have a higher average percentage of repeat guests (roughly 30-55%).

STR Global, a hospitality analytics firm, shared that wellness hotels and resorts show at least 35% higher revenue (in some cases double or triple) compared to traditional resorts with similar facility standards and service level.

People who spend time in spaces designed for wellness and connected to nature increase cognitive abilities, strengthen immune systems, and reduce stress.1

1Source: “Mental Wellness: Pathways, Evidence, and Horizons.”

Design brings customization and regularity to spa treatments and healthy rituals. Amenities tailored to your lifestyle can reduce stress levels, improve circulation, increase energy, boost your immune system, and improve sleep quality.1

Wellness

Benefits of Biophilic Design.

Studies show that biophilic design could foster beneficial contact between people and nature, thereby producing a ‘positive environmental impact’.1

As research continues to establish the advantages of wellness living, we build our practice on the benefits of natural materials and textures that enrich a space, positive rituals that guide daily activities, and design elements that delight the senses.

We explore effective design strategies with a balance of advanced virtual technology and classic architectural drawing techniques that allow our clients to see and feel their project before it is built.

“While producing exciting architectural elements the VIA team pursues ways to achieve new ideas while being mindful of construction means and methods, cost, and importantly the durability and longevity of the assembly. VIA's professional approach compliments their design work, this along with personalities of the team make them an excellent partner to work with."

Mark Pollard, OSM Construction, President & CEO

After The hotel room revitalization of Jackson Hole's luxury hotel in the heart of Teton Village called for cleaner lines, elegant furniture, organic colors and textures, and smart storage solutions to optimize the existing space. Modern lighting and graphic wall coverings enliven the space while honoring its western roots. Before

Before

After The Million Dollar Cowboy Steakhouse, an iconic Jackson Hole staple, is a restoration that preserves part of Wyoming's history while elevating the dining atmosphere to create a uniquely Western, modern experience. Preserving elements and inspiration from the Cowboy's legendary exposed burl wood accents, brass bar rail, and centerpiece longhorns maintain a connection to its storied past.

After The previously updated windows were replaced with new, energy-efficient units in harmony with the original style. The rotted siding was replaced with new log siding. Where possible, existing log walls were repaired instead of removed.

Before

After To open their first brick and mortar shop, the premiere Jackson Hole coffee bean roaster sought to renovate and refresh the space. All furniture, finishes and equipment were carefully curated to create a cohesive and elevated design experience, corresponding to the brand's new look.

After The design tells the story of "Deadman's Bar" through materiality & art integrations, including a Bland Hoke original river mural over the fireplace. The interior optimizes flow and storage for staff while its intentional design beautifully calls for improved acoustics spreading to the adjacent shops and dining room. Before

Meet Our Leaders

Upon founding the firm in 2010, Veronica Schreibeis Smith was convinced that there must be a better way to design and build. Under her leadership, Vera Iconica began a journey of taking responsibility for a new standard, finding healthier alternatives, and connecting buildings to nature in powerful ways.

Our mission requires a strong, well-rounded team of experts. Today, the leadership team has grown to include individuals diverse in expertise yet aligned in culture and purpose. Principal and Director of Design, Shane Salisbury, and Principal and Director of Professional Services, Christopher Hancock, lead the firm's architectural services in creating world-class design. Blair Costello, Principal and Director of Interiors and Healthy Living, leads our interior design services, bringing each client’s vision to life from the inside out. Amy Tribo, Director of Operations, is often the first point of contact for our clients, listening carefully to your goals and aligning our services to support you.

Our leadership culture is rooted in the honesty and wild spirit of the Mountain West and balanced by a diverse global perspective. Our ultimate role as leaders is to care for the thriving health and wellness of our clients, our team, and our firm. Through kindness, grace, and professionalism, we build strong, lasting partnerships with our consultants, contractors, and clients through which we all succeed and grow.

Leadership Left to Right

Veronica Schreibeis Smith, Founding Principal Architect, CEO

Christopher Hancock , Principal Architect, Director of Professional Services

Amy Tribo, Director of Operations

Blair Costello, Principal, Director of Interiors & Healthy Living

Shane Salisbury, Principal Architect, Director of Design

Select Projects

Hospitality & Spa

City Walk Idaho

Clear Vista Wellness Community Agoura Hills, CA

Confidential Five-Star Resort Indian Wells, CA

Fireside Resort / Wheelhaus Wilson, WY

Grand Teton National Park’s Deadman’s Bar Grand Teton National Park, Moran, WY

Holistic Hotel & Healing Sanctuary Confidential Location

Hotel Terra Renovation Jackson, WY

Million Dollar Cowboy Steakhouse Jackson, WY

Provisions Restaurant Jackson, WY

Rancho La Puerta Tijuana, MX

Snake River Roasters Coffee Shop Jackson, WY

The Wort Hotel, Various Projects Jackson, WY

Traverse Hostel

Multiple including Teton County, WY

Wen Living San José del Cabo, MX

Cocün Palm Springs, CA

Ameyalli Resort Heber City, UT

Chopra Longevity Center Mallorca, Spain

Ethos Resort & Healing Sanctuary Baja, MX

Snow Stone

Confidential Wellness Retreat

Grand Teton National Park's Deadman's Bar

Shooting Star Sanctuary

Million Dollar Cowboy Steakhouse

Snake River Roasters Coffee Shop

Professional Notes

Leadership

Veronica Schreibeis Smith

Founding Principal Architect, CEO AIA, NCARB, LEED AP, BBNC

Christopher Hancock

Principal Architect, Director of Professional Services AIA, NCARB

Shane Salisbury

Principal Architect, Director of Design AIA, NCARB

Blair Costello

Principal, Director of Interiors & Healthy Living

Amy Tribo Director of Operations LEED AP BD+C

Board of Advisors

James P. Cramer

FAIA, Former CEO of American Institute of Architects, Former publisher Architecture Magazine

Scott Simpson

FAIA, Author, Faculty at Harvard University, Former CEO of top performing firms

Recognition & Impact Efforts

British Broadcasting Corporation (BBC) Mini Docuseries “Room to Grow”

Award winning docuseries “In Pursuit of Wellness: The Art & Science of Living Well”

Brave Road Entertainment Documentary

Infinity House: Design for Regenerative Living

Net Positive Wellness Architecture Home Orlando, Florida

Lake Nona Institute

Wellness Home Built on Innovation & Technology (WHIT) Residential living lab to test prototype technology & design

Global Wellness Institute

Wellness Architecture & Design Initiative

Organize & Host thought leadership events to bring together unique groups and influence the AEC Industry toward healthier building practice.

Chopra Foundation

House of Enlightenment

Develop Web 3.0 Metaverse as accessible Mental Wellness Platform; Case study for the home as a tool for wellness based on Dr. Chopra’s 7 Pillars of Wellbeing.

National Rule Breaker Award

Awarded in 2015 for small business.

Volunteer & Community Involvement

Slow Food in the Tetons

Farm Stand Design - Pro Bono Teton County, Wyoming

Since 2019

Bras for a Cause

Bustier Design and Fabrication

Breast Cancer Benefit Auction Jackson, Wyoming 2017

Wyoming Stargazing

Host of design charrette for new Snow King facility.

Leadership outside of VIA Headquarters in Jackson, Wyoming.

Behind the scenes of our BBC Mini Docuseries, "Room to Grow."

The world's first Vera Iconica Wellness Kitchen® at the WHIT House in Lake Nona, Orlando, Florida.

Jackson Hole Public Art Parklette Design Competition to beautify streetscapes.

Habitat for Humanity

Global Village & Local Builds

June 2008 - Present

• Daisy Bush LEED Certification, 2019

• The Grove Build Day, 2015

• Speaker, “What to Expect at a Global Village Build,” 2009

• Teton County Habitat for Humanity, South Park Homes, 2008

• Global Village Build, Bishkek, Kyrgyzstan, 2008

Volunteer for Center for the Arts

Jackson, Wyoming

January 2009 - 2010

• Ceramics Studio Monitor Stand-In

• Silver Smithing Studio Monitor Stand-In

• Art Fair Jackson Hole

Academic Contribution

Northern State University

Cramer Center for Design & Innovation

South Dakota

Georgia Tech School of Architecture

Savannah College of Arts and Design (SCAD) School of Architecture

Speaker, "From Environmentalism to Wellism" Savannah, Georgia April 2018

Montana State University

School of Architecture

Lecturer 2022

Adjunct Professor 2015, 2nd Year Design Studio

Pontificia Universidad Catolica del Peru / Universidad Peruana de Ciencias Aplicadas Arquitecturas Contrapuestas

Teaching Assistant & Guest Critic Fall 2006

Select Publications

Denver Life Magazine

Vera Iconica Architecture Integrates Wellness Into Design

Firm Profile

July 2023

Wall Street Journal

What Do the Grateful Dead and JFK Jr. Have in Common?

A $35 Million Wyoming Ranch

Project Feature: Bar Cross Ranch Restoration

July 2022

2021 Global Wellness Trend Report

Topic: Spiritual and Numinous Moments in Architecture

Contributing Author January 2021

Small Firm Success: How Small Firms Can Thrive in an Age of Acceleration

Firm Profile: Vera Iconica Architecture

Contributing Author January 2019

Forbes

Three Hot Wellness Architecture Trends for 2019 January 2019

VIA team members volunteering at Slow Food in the Tetons.

Bar Cross Ranch Restoration featured in the Wall Street Journal.

Courtyard view of Deepak Chopra's House of Enlightenment.

2019 Global Wellness Trend Report

Topic: Kitchens Designed for Wellness

Contributing Author January 2019

Well Home

The Kitchen Reimagined October 2019

Wall Street Journal

Luxury Homes that Promise to Reduce Stress July 2018

Sotheby’s

What’s New in Art, Architecture, and Design June 2019

Well + Good

The Plus Factor: How Kitchens are (Finally) Getting the Wellness Makeover Healthy Eaters Deserve September 2018

Big Life

Wellness Architecture: A Mindful Kitchen Design Equals a Nourished Life

March 2018

HOMESTEAD

Healthy Spaces - The Interconnectivity of Design and Wellbeing

April 2018

RANGE Magazine

California Dreamin’ September 2016

Select Speaking & Thought Leadership

Wellness Real Estate & Development Symposium

Moderator, “Developer 2.0: Staying Relevant & Driving Returns in a New Era”

Hosted by J.P. Morgan, New York May 2023

BITAC Luxury Hospitality Conference

Panelist, “Reimagining Hospitality: How Wellness Trends are shaping the Multi-Trillion Dollar Industry” Puerto Rico February 2023

LUXE Living Well Summit

Speaker, "Transformative Design Rooted in Values" Los Angeles, California November 2022

Tel Aviv Global Wellness Summit

Moderator “The Robust & Evolving Industry of Wellness Real Estate & Communities”

Tel Aviv, Israel November 2022

AIA FLORIDA Conference

Speaker, “Making Space for Wellbeing” Palm Beach, Florida July 2022

2021 Global Wellness Trend Report

Speaker, “Spiritual and Numinous Moments in Architecture” Online

January 2021

Global Wellness Summit

Panelist, “Wellness Architecture and Real Estate” Palm Beach, Florida November 2020

Veronica Schreibeis Smith moderating a panel at the Wellness Real Estate & Development Symposium.

VIA in the news.

Vera Iconica featured as a firm profile in Small Firm Success

Design Futures Council

Speaker, “Business of Architecture: Small Firm Success”

Cambridge, United States

November 2019

Smart Kitchen Summit

Speaker, “Designing for the Next 50 Years: Rethinking Kitchen Design”

Seattle, United States

October 2019

Singapore Global Wellness Summit

Speaker, “Architecture for Humankind: One Race, Many Cultures”

Singapore October 2019

Design WELL Conference

Speaker, “From Environmentalism to Wellism”

San Diego, California January 2019

Global Wellness Summit, “Shaping the Business of Wellness”

Panelist, “Wellness Architecture: Placemaking for Wellness”

Cesena, Italy October 2018

AIA WYOMING Fall Conference

Keynote Speaker, “Design for Wellness”

Jackson Hole, Wyoming September 2018

AIA WYOMING Fall Conference / Global Wellness Institute

Moderator, “Maximizing Your Next Project’s Hidden Capital”

Jackson Hole, Wyoming

September 2018

• Roundtable title: “Maximizing Your Next Project’s Hidden Capital”

• Workshop title: “Creating a Roadmap to Wellness Success”

• Event Co-Chair and host firm

Green Spa Network

Panelist, “Beyond Sustainability: Defining a New Terrain for Vital Wellbeing”

Carmel Valley Ranch, California March 2018

2017 Global Wellness Summit

Moderator, “Return On Wellness: The Long Term Impact of Building Well”

Speaker, “From Environmentalism to Wellism” Palm Beach, Florida September 2017

AIA WYOMING Fall Conference

Keynote Speaker, “Using Technology to Power Your Business”

Evanston, Wyoming May 2016

NATIONAL AIA Convention

Speaker, “Architects, Engineers, and BIM: Working together has never been easier” Chicago, IL June 2014

Global Spa Summit

Delegate & Speaker, “Personal Philosophy on Architecture” Marrakech, Morocco

September 2014

Blair Costello, keynote speaker at the LUXE Living Well Summit.

VIA is frequently featured on podcasts such as Studio Kohler, Global Wellness Conversations, and Friends of Build Magazine.

our BBC Mini Docuseries, "Room to Grow."