ASID OC Winter 2008 Newsletter

Winter 2008 

2008-2009 ASID Orange 

County Board Members 

PRESIDENT 

Diane Sparacino, ASID, CID 

bay.design.group1@verizon.net 

PRESIDENT-ELECT 

Brooke Ziccardi, ASID 

bziccardi@ziccardidesigns.com 

ASID Orange County New 

Board of Directors 2008-2009 

PAST PRESIDENT 

Adriel Cogdal, ASID, CID 

adrieljc@earthlink.net 

PROFESSIONAL DEVELOPMENT DIRECTOR 

David Losco, Allied Member ASID 

dlosco@sbcglobal.net 

FINANCIAL DIRECTOR 

Beth Whitlinger, ASID, CID, IIDA 

beth@bwid.com 

AT-LARGE BOARD MEMBER 

Paul Self 

paul@avisions.com 

COMMUNICATIONS DIRECTOR 

Candace Manning, Allied Member ASID 

CMDesign4u@aol.com 

MEMBERSHIP DIRECTOR 

Madelyn Gauchat, Allied Member ASID 

asidmad@aol.com 

STUDENT REPRESENTATIVE 

TO THE BOARD 

John Herrington, Student Member ASID 

johan.newton@yahoo.com 

ASID OFFICES 

Janet Quinley, Office Administrator 

23811 Aliso Creek Road, Suite. 109 

Laguna Niguel, CA 92677 

Phone: (949) 643-1549 

Fax: (949) 643-5664 

asid.oc@sbcglobal.net 

www.asidocc.org 

Left to Right: John Herrington, Student Member ASID, Student Representative to the Board, Adriel Codgal, ASID, CID, Past 

President, Beth Whitlinger, ASID, CID, Financial Director, Diane Sparacino, ASID, CID, President, Madelyn Gauchat, Allied Member 

ASID, Membership Director, Brooke Ziccardi, ASID, President-Elect, Paul Self, At-Large Board Member, Candace Manning, 

Allied Member ASID, Communications Director, David Losco, Allied Member ASID, Professional Development Director 

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that website. For more information about advertisers, simply click on the ad and you will be linked to their website.

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Letter from the President 


Dear Members, 

Many fun and exciting events are in store for our members this year. We started with our 

wonderful trade show which was even larger than last year. The Bren Theater provided us with more 

room than we have ever experienced and gave us every amenity you could think of. The food was exquisitely 

presented and was pleasing to everyone’s palate. The event was well attended by 300 designers. Thank you 

Jamie Namanny and your Committee for a well planned event. Also a very special thanks to all our Students that were 

there to help make this show a success. And thanks goes to all our Industry Partners who participated in the committee, in 

taking a space, and in giving a door prize. Without this team effort our Trade Show would not have been such a success. We are 

planning an even larger event for next year with even more vendors at the Bren Theater. 

We are well into our 2009 ASID Design Tour, Urban Living Tour at Astoria sponsored by Orange Coast Magazine. We have had our walk through 

and we’re looking forward to the design presentations by the 38 Designers that were selected for the tour. It will be our first of many Design Tours 

and we are very excited about all the opportunities that the tour will bring to us. The Tour will begin on April 21 through May 17. 

Many hours of communication and hard work was put forth by Candice Manning and Bob Friedman together with DSA Publishing & Design, Inc. to 

launch our wonderful new web site. It is much more user friendly and you can download your own photos onto your profile. The entire site presents a professional 

image to our Chapter and our members. Take a look at www.asidocc.org. 

I’m looking forward to leading you through this year with fun, exciting and educational events. Watch for e-blasts for coming events or go onto our web site 

and click onto the calendar. Come, join us we want you to be a part of this wonderful organization. 


President ASID 

Orange County Chapter 

Design Orange County 

3

4 

Design Orange County

Letter from the President-Elect 


Dear Members, 

It is with great enthusiasm that I formally introduce myself 

to you! I am so very proud to be part of the leadership within our 

Orange County Chapter of ASID. I have had the rare opportunity to literally 

grow up within this exciting industry and have had the pleasure of hearing 

our success stories for decades! I look forward to continuing the success and prosperity 

of our chapter as well as strengthening our membership and maintaining the ideals 

for which we stand. 

September and October have been very busy months for our chapter!!! The installation luncheon 

was a special afternoon for our membership as we bid a fond farewell to our past president Adriel and 

welcomed Diane as our newest president. Diane shared with the chapter her stimulating goals for the upcoming 

year, and unveiled the most exciting of them all – The 2009 ASID Design Tour!!! 

Under Diane’s presidential leadership, our chapter has been very focused on solidifying all the thrilling details of 

this event. In fact, many of our members have recently toured the project site at Astoria and have begun the creative 

process of pulling together their fabulous design concepts for this year’s project! 

Our committee members and their chairs have put on some exceptional events this past quarter and we are very appreciative 

of their success!!! Chairs for Charity, The Trade Show, our first ever Designers Flea Market and our Annual Gala have all been very 

rewarding for our chapter and quite exciting at that! A sincere thank you to all who helped make these events possible. 

I can hardly believe that the holiday season has finally found us. I anticipate a wonderful afternoon for our Annual Holiday Luncheon, 

allowing many new and existing members to have the opportunity to celebrate in style! 

I look forward to the process of continuing to get to know our membership and I welcome your ideas and suggestions to better serve our 

membership and strengthen ASID Orange County. 

Respectfully Yours, 


President-Elect 

ASID, Orange County Chapter 


5

2009 

Design 

Tour 

Urban Living at Astoria In Central Park West 

By Laura Yorba, Allied Member ASID 

2009 ASID Design Tour Chairperson 

The Orange County Chapter of ASID is very excited about our 

first annual ASID Design Tour. This year ASID, in corporation 

with Orange Coast Magazine and Intergulf Development Group, 

is working on a contemporary high rise located just minutes from John 

Wayne Airport. It is situated within 43 masterfully planned acres of 

Central Park West. On the 14th floor of one of the Astoria Towers, we 

will design four Penthouse Lofts and two Flats. Approximately 38 

design spaces are within these six units. The six color palettes were 

conceived using materials found in nature, lots of textures and natural 

fibers, with a splash of bold color. Metals, such as bronze, brass and 

chrome are making a comeback. Going Green in a non-green environment 

will also play an important role in some of the spaces. Friday 

night “Meet the Designer Nights” will be a date night and can be 

accompanied by a candlelight dinner at the 3rd floor pool deck. A 

“Teaching Series” with informative and exciting classes will be on 

Wednesday afternoons. 

The project offers residents an urban lifestyle unlike any other 

in Irvine. The residents will experience contemporary living 

balanced with the peacefulness of tree-lined streets, parks and 

winding paths. Within the high rise, residents can use the on-site 

business center, secured wine vault, community room with full 

sized kitchen, fully equipped exercise room, concierge service, 

and 3rd floor oversized pool and spa. Inside the units, there is 

abundant recessed lighting, full height windows and plenty of outside 

space. 

For 24 years, Intergulf has built many award winning and distant 

communities throughout the Pacific Northwest. Since entering the 

Southern California market in 1999, Intergulf has been instrumental 

in the revitalizing of downtown San Diego. They are pleased to be partnering 

with us on this very exciting project. 

 

 

present 

 

 

Six Luxury High-Rise Penthouses 

Astoria by Intergulf Development Group 

Design Tour Dates: April 21- May 17, 2009 

For information please email: 

Laura Yorba, Allied Member ASID 

2009 ASID Design Tour Chair 

laura@lcydesigns.com 

 

Exciting, different and supporting a 

worthy charity is what this year’s Design 

Tour is all about. I am honored to be 

able to lead this very diverse and experienced 

team of designers, students and 

industry partners as we make our first annual ASID Design Tour a 

spectacular and profitable experience. 

 

6 


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Don't miss the January Meeting! 

January 21, 2009 

Johanna Hoffmann from Oomph is a dynamic speaker from Toronto, 

Canada that will be presenting to our members a CEU on January 21, 

2009. The presentation is designed for interior designers who are 

looking to sharpen their organizational and strategic business skills. 

The Sole Practitioner as a Thriving Enterprise is tailored according to 

the needs of three types of Sole Practitioners namely: the young professional 

who needs information on standard business systems and procedures: 

the sole practitioner who is looking to grow his/her business: 

and, the seasoned professional who enjoys practicing by him/herself 

but who collaborates with other professionals such as architects, 

contractors, and other Industry Partners. 

In addition Ms. Hoffmann will be holding a CEU seminar the following 

day, January 22, on marketing your business. There will only be only12 

people in this seminar so she is able to give a more a "one on one" 

attention to each participant. We anticipate numerous requests from 

our members to attend this class so please sign up early. This cost 

of the class is $200.00. 

First Annual ASID-OC Flea Market 

A G R E AT S U CCESS 

By Barbara Keller, ASID, CID 

Chair, Flea Market 

Our chapter’s first annual Flea Market was held on Saturday, October 

25th at the Stonemill Design Center. With balloons and banners flying, 

we had a very busy day ending with grand sales (after expenses) of 

$4,775. We are very excited to be able to give a donation of $2387 

to our selected charity, Orangewood Children’s Home. They will earmark 

this donation for their after school arts program. 

Many thanks go out to all of you who contributed items for the 

sale and to those who helped on set up and sales day. Our members, 

Industry Partners, and students helped to make this a fun and successful 

day. And, of course the event could not have happened without my 

committee—Martha McGowan, Allied Member ASID, Tracy Townsend, 

Allied Member ASID, and Pam Yuhnke, Industry Partner, S. Harris & 

Co. and Fabricut. 

Special thanks go out to Innovative Delivery Systems which warehoused 

donated merchandise and then delivered and unloaded all 

these pieces on set up day. Also, special thanks go to Unicorn Delivery. 

Unicorn Delivery provided delivery service to customers who purchased 

large items, packed up all unsold pieces, delivered a number of 

these pieces to Human Options (we donated a number of unsold items 

Left to Right: Brooke Ziccardi, Martha McGowan, Madelyn Gauchat, Barbara 

Keller, Event Chair and Tracy Townsend. 

to them), and will store pieces we’re saving for next year’s event. Our 

event could not have been as successful without the help of these two 

companies and their wonderful staffs. 

We’re already beginning to plan next year’s Flea Market, so keep 

cleaning out those closets, storage units and warehouses for the 

next Flea Market event. We need everyone’s donations to make this 

event a big success. Again, thanks to all who helped make this day 

such a success. 

8 


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9

Design Awards Capped with Fabulous 

Entries by Chapter’s Talent 

The 2008 Design Awards presented during the Annual 

Gala was a beautiful, sparkling event highlighted by elated 

faces of the night’s winners. This year board members were 

invited to act as presenters by announcing winners for the 

various categories. 

Brooke Ziccardi, ASID, President Elect-Elect, started the 

evening presenting the Living Room category Gold Award 

to Wanda Bogart, ASID followed by the Platinum Award to 

Beverly Stadler, ASID. 

Brooke next announced the Dining Room Gold winner as 

Akhtar Shadab, Allied Member ASID, with the Platinum Award 

going to Beverly Stadler, ASID, her second of the evening. 

Bob Friedman, IP Member and Board Member at Large, 

presented the Kitchen category Gold Award to Chris Kittrell, 

Allied Member ASID, with the Platinum Award going to an 

absent Barbara McLane, ASID. 

Design Award Recipients 

Wanda Bogart, ASID, CID, Design Award 

Recipient 

David Rance, ASID, CID, Past President, Susan Wesley, 

ASID, CID, Jerry, Mike Sparacino and Diane Sparacino, 

ASID, CID, President 

Brian Tulley, Marna Bullard, Charles and Chris Kittrell, 

Allied Member ASID, CID and Design Award Recipient, 

Katie Kittrell and Art Saber. 

Julia Caro, Allied Member ASID, Event Chair and 

Mrs. Caro 

Lana Hamdin, Allied Member ASID, Linda Yorba, 

Allied Member ASID, Lori Hankins, ASID and 

Adriel Cogdal, ASID, CID 

“The Beautiful People” Candace Manning, Allied 

Member ASID and Samantha Gorrell, Allied Member 

ASID 

cont. on page 12 

10 


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cont. from page 10 

Next the comedic duo of David Rance, ASID, past President and Candace 

Manning, Allied Member ASID, Communications Director, presented the Bedroom 

category Gold Award to Cher Beall, ASID, and the Platinum Award went to Reejoy 

Geehan, Allied Member ASID. 

The Bathroom Gold Award went to Susan Wesley, ASID, and the Platinum Award 

to Megan Crane, Allied Member ASID. 

Gala Chair David Romero announced the Special Space Gold Award to Cindy Smetana, 

Allied Member ASID with a tie for the Platinum Award going to Megan Crane, Allied 

Member ASID and Angela Mozayeny, Allied Member ASID. 

Jeff Ditmire, President of Orange Coast Magazine announced the Rising Star award 

to Lada Webster, who was not present to accept her award. Jeff then revealed the 

online results of the Orange Coast Magazine People’s Choice Award. A very surprised 

Virgina Ehdaie, Allied Member ASID, accepted her award. 

Leanne Tamaribuchi, ASID, CID, Past President, Lee Kreter, 

Marianne Kreter, ASID, CID, Past President 

Yet another comedy team, Diane Sparacino, President Elect and Stan Warehime 

of award sponsor Simon Pearce, took the stage to announce the most prestigious 

awards of the night, Home of the Year. First they presented the 3,500 square foot 

and under category, Gold award to Beth Whitlinger, ASID and then the Platinum award 

to Cher Beall, ASID. 

And lastly, the most prominent prize of the design awards, the 3,500 square 

foot and above. The Gold award went to Sheldon Harte, ASID and the Platinum award 

went to Jeanette Kyser, Allied Member ASID. 

Ed and Beverly Stadler, ASID, CID and Past President and 

Design Award Recipient 

Trudy White, Allied Member ASID, CID and Kimberly Franzen, Allied Member 

ASID 

Sheldon Harte, ASID, CID, Design Award Recipient with John Combs and 

friends 

Diane Sparacino, ASID, CID, President, Jeff Ditmire, President of Orange 

Coast Magazine, Adriel Codgal, ASID, CID, Past President 

Todd and Megan Crean, Allied Member ASID, Design Award Recipient 

12 


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13

A SPECIAL THANK YOU 

On September 13th I was presented 

with the ASID Chapter Life Time 

Achievement Award for which I am 

sincerely honored and grateful. 

I want to thank everyone that made this 

possible: The Awards Committee and 

particularly Leanne Tamaribuchi, whose 

belief in me, dedication and hard work 

made this award a possibility; the chapter 

board of directors and chapter president 

AdrielCogdal who finally convinced 

Jason Titus, ASID 

me that this was not a joke, and who 

helped me through the preparation 

process; David Lasco for his many hours of difficult work patching 

many pages of diverse information into a coherent presentation text; 

Marianne Kreter who also took too much information and distilled 

it down for a one page "This Is Your Life" account for the program; 

John Blohm, photographer, for the wonderful photograph; Paul 

Self and George Kimberland of Audio Visions for the creation of the 

presentation Video. You all have my heart-felt THANK YOU. 

Jason Titus 

Taylor LeClaire – Recipient 

of ASID National Award, 

The Yale R. Burge Award 

Taylor LeClaire is the recipient of the 

prestigious ASID Award, The Yale R. Burge 

Award, for 2008-2009. 

This is the second year in a row an ASID OC 

Student Member from IDI has won the award. 

RichardThompson, also an IDI Grad, received 

the award in 2007-2008. 

Taylor was student design portfolio was 

selected as the most outstanding student 

portfolio in the United States. 

This is a prestigious award that is given to a student who displays skill, talent 

and the creative ability to present a portfolio. Taylor is currently an Allied 

Member of ASID and is serving as Faculty Advisor for the OC Chapter and is 

also the Faculty Advisor for the IDI Student ASID Chapter. 

Congratulations Taylor! 

Taylor LeClaire 

14 


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17

Megan Crane, Allied Member ASID, Bobi Leonard, ASID, 

C.E.U. speaker, Stephen Stein, Allied Member ASID 

Rick Little, Monica Olson & Steve Salazar, Sea 

Pointe Construction, Trade Show Committee 

KL Nicolai & Associates, grand prize sponsors 

Rob Ettinger & Lucy Williams, California Cushion & Carpet 

By Jamie Namanny, Allied Member ASID 

2008 ASID Design Trade Show Director 

Stefeny Stanyer & Lisa Scott, Valley Drapery & Upholstery, 

Trade Show Committee 

Ayeshah Morin & Johnny Choa, Designer Kitchens, Trade 

Show Committee 

ASID Design Trade Show 2008 

Did you enjoy the ASID Design Trade Show at the Bren Center, UCI? 

This year’s trade show offered quality vendors, plenty of room to visit, 

great lighting, fabulous fare, spectacular door prizes and the special 

vendor binders in a custom-made canvas bag. There was also a 

well-attended C.E.U. The Trade Show is all about meeting familiar and 

new vendors to benefit your interior design business. Well, yes, to 

also reconnect with friends and other designers too. You can thank 

an enthusiastic and hardworking Trade Show committee for offering 

you and the vendors the best possible environment for networking. 

We had nearly 75 vendors and 300 designers attend the October 8 

event. If by chance you were unable to attend this year’s show, please 

mark your calendar for October 14, 2009, for the 19th Annual ASID 

Design Trade Show to be held again at the Bren Center. You don’t want 

to miss the experience of this popular Trade Show organized with your 

professional needs and comfort in mind. 

Paul Self and associates, Audio Visions 

Adriel Cogdal, ASID, CID, former ASID O.C. Chapter President, 

Diane Sparacino, ASID, O.C. Chapter President 

2008 ASID Design Trade Show at the Bren Center, UCI 

Linda Leach, ASID, Trudy White, Allied Member ASID, 

CID, Jeanne Garhardt, Estate of Design, Stephen Stein, 

Allied Member ASID, Pamela Green, Allied Member ASID 

Shala Shamardi, Allied Member ASID, Ways & Means, 

Jamie Namanny, Allied Member ASID, 2008 Trade Show 

Director, Madelyn Gauchat, Allied Member ASID, Membership 

Director 

Karen Fujimoto, Luxe Magazine, David Kelley, Allied Member 

ASID, Project Runway Chair, Candace Manning, Allied 

Member ASID, Communications Director 

18 


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19

By Jill Sheetz, Allied Member ASID 

Chairs for Charity 

Orange County’s inaugural “Chairs for Charity” Event and Auction was held on September 21 at the 2008 Orange Coast Art House in 

Covenant Hills and was a resounding success. During an afternoon filled with music, laughter, great food and great shopping, 30 one-of-a-kind 

designer chairs were auctioned to enthusiastic bidders who helped ASIDOC raise nearly $25,000 for Children’s Hospital of Orange County. 

The “Chairs for Charity” Committee would like to gratefully thank all designers who participated. 

Their generosity, along with the amazing support of Orange Coast Magazine, many wonderful 

underwriters and the local art galleries represented in the custom estate know as Chateau de 

l’Eau, helped us launch what promises to be a popular annual event for our chapter. 

We are already planning the 

2009 “Chairs for Charity” Event 

with some new twists that will 

make it even more fun and generate 

an even larger donation for CHOC. 

Once again 30 designers will be 

called upon to work their magic 

to help raise much needed money 

for the children of CHOC. Space 

will definitely be limited so sign 

up early. Remember, “Chairs for 

Charity” links our world of design 

with local businesses for the 

betterment of our community. 

Winnie Tran, Brooke Cavalier and Lois Augustine from CHOC 

Pamela Green with her "Chocolate Ecstasy" 

chair 

Silent auction and view of Covenant Hills from pool 

David Rance with his "Some Like It Hot" chair 

Linda Goldstein, publisher Orange Coast magazine, Frank Berry, owner 

Southwinds Landscaping, and Sherri Minor, owner of Showplace South 

Jill Scheetz with Auctioneer Jim Nye in front of "For Pete's Sake" chair designed 

by Audrey Duncan and Tony Baldocchi. 


20

Bidders for Chairs in Action 

Deyvi Delgado, Trudy White and Jason Titus 

Chairs for Charity Committee with Jeff Ditmire of Orange Coast Magazine 

Chairperson Jill Scheetz and Chef Lou Manginelli of Saltwater Catering 

The crowd gets warmed up and ready to bid. 

Some of the happy Chairs for Charity Designers. 

21

Community Service Project 

By Sandra DeLaura, Allied Member ASID 

Community Service Chair 2007-09 

On September 29th our Community Service 

Committee, ASID-OC and Human Option Board 

Members, along with several Industry Partners 

and Vendors that helped with this year’s project, 

came to celebrate the completion of the forth 

remodeling phase at the Human Options Women’s 

Shelter in Irvine, with an Open House. 

Sandra DeLaura, Allied Member ASID; Virginia 

Ehdaie, Allied Member ASID; Bob Naik, 'Photo 

Bob', Industry Partner Member; Sarah Curatolo, 

Student Member ASID; Marlene Sauer, Allied 

Member ASID; Trudy White, Allied Member ASID, 

CID; Reuben Caro, R&M Custom Embroidery; Kathy 

Byrnes, WallArt; Tony Byrnes, Woodworks 

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4885 E. 52 Place 

Los Angeles, CA 90040 

1 800 537-4098 Contact: Lloyd Eakes 

B & C Custom Hardware & Bath 

32 Tesla 


949 859-6073 Contact: Rebecca Whiteleather 

Mission Viejo Glass 

27862 Camino Capistrano 

Laguna Niguel, CA 92677 

949 364-6240 Contact: Karen Byrnes 

Kathleen Byrnes – WallArt 

Tony Byrnes - Woodworks 

12661 Blackthorn Street 

Garden Grove, CA 92840 

714 337-6508 

COMMITTEE MEMBERS 2008 

Sandra DeLaura, Allied Member ASID, 2007-09 

Community Service Chair; Marlene Saurer, Allied 

Member ASID; Linda Lubash, Allied Member ASID 

Trudy White, Allied Member ASID, CID; Virginia 

Ehdaie, Allied Member ASID. (not shown) Sarah 

Curatolo, Student Member ASID 

There is always a wonderful sense of warmth 

and gratitude at this time, as we acknowledge our 

volunteers’ service with ASID-OC Certificates of 

Appreciation for their time, generosity and professional 

talents that they warm-heartedly donated 

to our community service projects. 

Vivian Clecak, CEO of Human Options, wrote a 

thank you letter, which read; ”I am in awe of your 

design team. You created yet another wonderful 

new bedroom and bathroom at our shelter with 

the creative ‘Finding Nemo’ theme, which is both 

beautiful and functional. Every little touch shows 

thoughtfulness and talent. We are so grateful to 

you for adopting Human Options, and enabling 

our shelter to truly be a beautiful haven for our 

women and children”. 

It feels great to know the positive impact that 

ASID-OC has left in our community by helping to 

transform lives with our design services. Please 

take a look at the Vendor list and call upon them 

for your next project needs. These are great 

resources and we want to thank them for offering 

their professional services and community support. 

This spring, we are excited to announce that 

the new 2008-09 Community Service Committee 

has added yet another charity project to the 2009 

calendar. Through Furnishing Hope, we will be 

helping to furnish and design one of the new 

veterans “Homes for Heroes” built by Habitat for 

Humanity, in the city of San Juan Capistrano. The 

completion date is scheduled for June 2009. 

We are very excited about this upcoming project 

and will be asking our chapter members for support 

in collecting furniture donations for this terrific 

project. So, be thinking of what you, your family 

and friends might be able to donate come Spring. 

Adriel Cogdal, ASID, CID, Past President; Roe 

Piccoli, Shelter Program Director; Sandra DeLaura, 

Allied Member ASID, Community Service Chair; 

Diane Sparacino, ASID, CID, President ASID-OC 

Royal Mattress 

1925 N. Lime Street 

Orange, CA 92865 

714 974-5058 Contact: Ron Hoesterey 

FloorCraft 

16842 Hale Avenue 


949 863-9060 Contact: Mike Adamson 

Custom Images - Photography 

18007 Skypark Circle, Suite A 


949 250-4991 

Ben’s Professional Electrical Service 

33762 Malaga 

Dana Point, CA 92629 

949 282-8855 

Mario Vargas Painting 

4801 W. First Street, No. 89 

Santa Ana, CA 92703 

714 350-5114 

Finishing Touches Carpentry 

21601 Bogarra 

Mission Viejo, CA 92692 

949 584-7706 Contact: Jeremy 

Tangram Interiors 

2850 S. Red Hill Avenue, Suite 100 


949 955-6756 Contact: Miriam Saadati 

California Closets 

5921 Skylab Road 

Huntington Beach, CA 92649 

714 899-4905 Contact: Angela Roy 

Light Bulbs Etc. – LightStyles 

1920 Newport Blvd 

Costa Mesa, CA 92627 

949 646-5227 

R&M Custom Embroidery 

3050 S. Bristol Street # 18 


714 878-8114 Contact: Reuben Caro 

J@C Moulding Specialists 949 201-6659 

3221 Alipaz Street # 185 

San Juan Capistrano, CA 92675 

949 201-6659 Contact: Tony Cigarroa 

22 


CALIFORNIA PATIO 

San Juan Capistrano 

32601 Calle Perfecto 

San Juan Capistrano, CA 92675 

(949) 487-9600 

(949) 661-2051 FAX 

Lake Forest 

El Toro Square Shopping Center 

24400 Swartz Drive 

Lake Forest, CA 92630 

(949) 458-0985 

(949) 454-0321 FAX 

www.californiapatio.com

Building Partnerships between 

Industry Partners and ASID Designers 

By David J. Losco, Allied Member ASID 

Adriel Cogdal, Immediate Past President of ASID-OCC, initiated a 

program—during her tenure as President—to bring ASID Designers and 

Industry Partners together for the benefit of both. The August 27, 2008 

inaugural event was well attended and very informative. The Chapter 

is grateful for the warm welcome the group received from our host, 

Marjan Bastani of Fashion Interiors in Irvine. 

Nia Cherry, Associate Director of Industry Partners at our National 

Office, was the featured speaker. Nia conducted a very interesting 

and informative program pointing out that ASID is the leading professional 

organization for interior designers with the largest residential 

and commercial membership (40,000 Members strong). 

For example, Traditionalists and Boomers prefer face-to-face communication. 

Gen X’rs understand the importance of technology, and Gen 

Y’rs live, breath and eat technology. Traditionalists and Boomers are 

loyal to brands, Gen X’rs like change for the sake of change, and Gen 

Y’rs created the “Anti-Brand” movement. Nia stressed that Industry 

Partners and designers must learn more about these groups in order 

that their businesses may remain viable. 

The Traditionalists and Boomers are retired or are soon to retire, 

Gen X’rs are few in numbers and there is a large population (a mini 

boom) of Gen Y’rs coming through the pipeline. The Gen Y’rs have a 

global and environmental perspective and believe faster is better. 

Nia pointed out the need for ASID members to become effectively 

involved in marketing to these groups in some of the following ways: 

She provided a breakdown of ASID membership. There are 2,950 

Industry Partners and more than 8,200 Representatives. Of the 20,500 

Interior Designers who are ASID Members, 6,500 are involved primarily 

in commercial design, 4,000 are primarily focused on residential 

design, and 10,000 have a combined focus. In addition, there are 

over 13,000 Student Members. 

Two-thirds of all interior design businesses in the United States are 

either small firms or sole practitioners that typically take in annual 

revenues of $500,000. She pointed out that 95% of ASID Designers 

have a college degree and one in four (27%) has passed the NCIDQ 

Examination. 

Typical billing structures—employed by designers—were also 

addressed. While a large percentage of designers use an hourly fee, 

some use a combination of billing structures (e.g., hourly fee and costplus—the 

most common). A breakdown of number of designers who 

have utilized one or more of the billing structures is listed below: 

65% Hourly Fees 

28% Cost-Plus 

19% Retail 

15% Fixed Fee 

12% Percentage Fee 

05% Per Square Foot 

Nia pointed out that—for the first time ever—we have FOUR generations 

in the workforce: 

Group Birth Years Approximate Age 

Traditionalists 1930 to 1945 (63 to 78) 

Boomers 1946 to 1964 (43 to 62) 

Gen X 1965 to 1975 (32 to 42) 

Gen Y/Millennial 1976 to 2000 (07 to 31) 

Values, characteristics and motivators are vastly different in each 

generation. In ten years, the playing field will be a completely changed. 

In order to be successful, Industry Partners and Designers must learn 

the differences in these groups in order to effectively address their 

preferences and to be ready when the rules of the road change. 

Traditionalists and Boomers: 

Become a resource – volunteer, offer events and focus groups, lunchand-learn 

events, sponsorships, and CEU’s. 

Gen X’rs 

Collaborate – through CEU’s, workshops, educational programs, 

develop new ideas and fresh perspectives for Chapter events, find new 

ways of communicating, use E-marketing techniques, create focus or 

advisory groups. 

Gen Y’rs 

Communicate – CEU’s, workshops, and education, new product information, 

E-newsletters, E-campaigns, emerging professional groups, 

skill-set focus (e.g., selling, communication, executive thinking), environment, 

focus and advisory groups, networking/mentoring. 

Nia provided IP members with a list of best practices. Some of 

her suggestions follow: 

• E-newsletter (featuring an ASID emerging professional). 

• Develop a complete website including live chat, e-mail questions, on-line 

status. 

• Fun events for product launches. 

• Focus groups for feedback (reward). 

• Cross-reference established customer list to an ASID member listing. 

• Survey members who have purchased from the IP Member in the past—learn 

to understand their history and needs. 

• Offer your showroom or a space where you can show the new products at 

a chapter meeting—then, follow-up! 

• Develop a focus group o members to help promote your products. 

• Find design trends that relate to your products, develop seminars or CEU’s 

to offer to designers. 

In summary, Nia encouraged IP Members to get involved with the 

Chapter, meet the Board Members, get to know the Chapter Administrator, 

and volunteer. She advised IP Members to offer design expo’s and 

student events, host a CEU, offer meetings or sponsor them. 

She reminded IP Members that designers want to support them, 

that a diverse sub-group of designers can collaborate to help them 

grow their company, and that IP Members must take risks to gain the 

rewards. 

24 


©2008 Closet Factory. All rights reserved. CA Lic. #602641 

CLOSET FACTORY COLLECTIONS 

ASID Industry Partner 

Stylish Shaker 

CarefullyCrafted Simplicity 

OurCollections Series is all about style. 

Kay Wade - VP of Design 

Ask foryourASID Specialist 

Call 800.692.5673 

www.closetfactory.com 

closets offices garages media centers guest rooms 

81 


25

ASID INDUSTRY PARTNER NEWS 

Orion Offers New KBlair 

Finals Catalog 

Sunil Patel, CEO of Orion 

Ornamental Iron, has announced 

the publication of a new KBlair 

Finials catalog. the new Preview 

Catalog highlights the company’s 

handcut crystal finials, decorative 

Inlay Rods, wood resin 

finials, rings and brackets - all 

available in 20 hand-painted 

finishes. 

“Because Orion has more 

buying power,” said Patel, “we 

have been able to substantially 

reduce most of the prices for 

this line.” Patel added that the 

catalog focuses on a selection of KBlair’s best sellers and that it 

is being offered while the company is designing a completely new 

KBlair line. Orion purchased KBlair, a 15-year old company, in 

February 2008. 

The catalog can be ordered through Orion’s website at 

Laguna DSA/ASID Ad:Layout 1 8/13/07 8:15 PM Page 1 

www.inronartbyorion.com 

IDI Student Chapter ASID 

KICKS OFF NEW SCHOOL YEAR! 

CONGRATULATIONS TO 

DIANE SPARACINO, NEW ASID OC 

PRESIDENT AND IDI GRAD! 

We couldn't miss the chance to congratulate the ASID OC President, 

Diane Sparacino, ASID, CID! Diane is a gifted leader and visionary and 

we look forward to her term as President. This is going to be a great 

year! 

Interior Designers Institute Student ASID Chapter is off with a fast 

start to another record year! The new Student Chapter Board has 

planned a sensational calendar of events. Some of the events include 

a member's mixer at Island Restaurant, Holiday Floral Workshop, participation 

in the ASID Design House Tour and meetings with guest speakers 

And of course, included in the agenda is participation in the professional 

meetings and supporting the professional ASID OC Chapter! 

IDI received news that Taylor LeClaire was awarded the National 

ASID Yale R. Burge Award for 2008-2009. This is an award given to 

the most outstanding student portfolio in the nation. We are proud of 

Taylor who is now serving as a Faculty Advisor to the IDI Student 

Chapter. This is the second year in a row that an ASID Student Member 

and Interior Designers Institute student has won this award. Richard 

Thompson. Allied Member ASID was the recipient of the award for 2007- 

2008. Go Team and ASID OC New Board! 

IDI Student ASID Board 2008-2009. Back Left to right: John Herrington, 

Damian DeBlis, Sam Orr, Gigi Harris, Alfredo Martell Front left to right: 

Sarah Mordetsky, Taylor LeClaire, Victoria Hutchings, Kellie Negri, Lynn 

Wittick 

Century Designer Showroom | 23811 Aliso Creek Road | Suite 144 

Laguna Niguel, CA 92677 | T 949 643-1585 | F 949 643-0884 

26 


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Ferguson, we showcase the world’s finest bath and kitchen products – things so beautiful, it’s easy to be passionate 

about them. That means outstanding customer service. And unrivaled product knowledge. Between our passion and 

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FAUCETS APPLIANCES PASSIONATE PEOPLE FIXTURES 

OUTDOOR 

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WWW.FERGUSON.COM/DESIGNER 

Proud Members of the American Society of Interior Designers.

Patience Pays Off 

By Paul Self, At-Large Board Member 

I am the new Board Member at Large for the 

chapter after three years as a member. The first 

chapter meeting I attended was a lunch Board installation 

and I only knew David Rance. Our company 

works with Designers on most of our projects, but 

becoming a member of “their” organization was a 

big leap of faith. After all, I am an electronics guy, 

not a Designer. 

Patiently attending almost every meeting and making the effort to 

meet new people paid off. Our company had an honest commitment 

to be an active member in the Design community. We have developed 

many relationships, increased our business opportunities, and made a 

lot of new friends. Some of you know George, Kerry, Steve, and Jim as 

they have attended many meeting, helped at Design Houses, and worked 

on various committees. 

I strongly encourage the Industry Partners (IP) to be patient and build 

a relationship. I have seen many IPs come to one meeting with the 

expectation of getting business that night. These IPs were not patient 

and did not develop a long term relationship. There is no magic to 

working with the ASID. You must be patient. 

My role as the Board Member at Large is to increase IP participation 

in our Chapter. We have held one IP meeting and another will be scheduled 

for March or April. While I have a lot of ideas, your input is very 

welcome. Please feel free to email me at paul@avisions.com to discuss 

any issues or ideas. 

Student Corner 

Students volunteers and attendees at Trade Show 

28 


B & Mill Sales 

OLD MILL DESIGN CENTER 

Carpet • Hardwood • Stone 

Tile • Granite • Laminate 

Designer’s & Contractor’s Welcome 

Wholesale & Retail 

Monday – Friday 9:00am – 5:00pm 

Saturday 9:00am – 4:00pm 

1700 N. Main St. • Orange, CA 92865 

714-685-0060 

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29

E V E N T S C A L E N D A R 

October 

1 New Board Takes Office 

3-4 Fall 2007 NCIDQ Exam 

8 Industry Partner’s Trade Show 

15 Board Meeting 

25 Designer’s Flea Market 

20-26 High Point 

November 


19 General Meeting-CEU 

Fashion Interiors, Irvine 

27 Thanksgiving 

December 

10 NCIDQ application deadline for April ’09 NCIDQ exam for 

first time applicants. 

10 Holiday Luncheon – Marbella Country Club 


25 Christmas 

January 2009 



Arizona Tile, Mission Viejo 

28 Las Vegas Market 

February 2009 

1 NCIDQ application deadline for April ’09 NCIDQ exam 


18 General Meeting 

Audio Visions, Lake Forest 

March 2009 



O.W. LEE 

April 2009 

3-4 NCIDQ Spring Exam (www.NCIDQ.com) 



27 Urban Living Tour Opens 

May 2009 

13 Board Meeting/General Meeting with National President 

15-17 STEP Class 

Urban Living Tour 

June 2009 

10 NCIDQ application deadline for Fall Sept. ’09 NCIDQ 

exam for first time applicants 


16-19 CLC-Cincinnati, Ohio 

26 Designer Runway 

July 2009 



August 2009 

2 NCIDQ application deadline for Fall Sept., ’09 NCIDQ exam 


21-23 STEP Workshop 

29 Gala 

September 2009 


29 Installation of New Board & Recognition of Special guests 

October 2009 

1 New Board takes office 

2-3 Fall 2009 NCIDQ Exam (www.NCIDQ.com) 

14 Industry Partner’s Trade Show/CEU 


For more information on Events – go to our website – www.asidocc.org 

and click on the Calendar link. 


30

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CALIFORNIA CLOSETS 

For 30 years California Closets has been helping define the most important spaces 

inside and around the home. 

As an innovator, trusted partner, and standard-bearer for quality, craftsmanship, 

sophisticated styling, and service, we help the design professional create custom 

solutions that reflect their client’s personal style. From media room to garage, 

bedroom to home office we’ve mastered the art of spatial design. 

Call California Closets to learn how we create your clients’ Space to Be. 

800.274.6754 | californiaclosets.com 

Address 5921 Skylab Road, Huntington Beach 

42-210 Cook Street, Palm Desert 

© 2008 California Closet Company, Inc. All rights reserved. Each franchise independently owned and operated. CA contractor’s lic.#769562

ASID OC Winter 2008 Newsletter

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