CURRENT ISSUE
| Cover Story |
| Columns |
| Creating A Niche |
| Profile | |
| By Kate Burrows | |
| Saturday, 30 June 2007 | |
 Creative Design Concepts' commitment to completing each project with the highest quality possible wins a substantial amount of repeat business. “When I first started the company, we performed a small amount of design, but primarily operated as a purchasing company,” Fizdale recalls. “Since then, we’ve grown into a company providing interior design, purchasing, installation, project management and construction services.” In addition, the company has developed strategic relationships in the industry with firms providing financing and architectural services, Fizdale notes. High Level of Comfort The Simi Valley, Calif.-based company performs the majority of its work for the timeshare segment. “We’re almost exclusively a timeshare specialist,” Fizdale says. “Approximately 85 percent or our business is in the timeshare segment, while 15 percent is in hotels.” According to Fizdale, the two segments require very specialized expertise and attention to detail, which is difficult to find among its competition. While hotels require a “limited palate of products,” timeshares are built to offer a level of comfort found only in residential spaces, he says. “A hotel room is a very basic thing,” Fizdale says. “A timeshare unit is a residence, in that it must have fashion and high-quality furnishings, but also has to have the durability and quality of construction that we associate with products found in hotel rooms, because they take a beating over time.” The challenge of finding these products lies in the fact that manufacturers haven’t recognized a demand for such specifications, according to Fizdale. “This category doesn’t exist in residential manufacturing or even hospitality manufacturing,” he says. “Most manufacturers don’t offer products that meet these requirements. “For instance, residential manufacturers create the beautiful furniture we’re looking for, but they’re not strong enough to place in a timeshare. Hospitality manufacturers do not create products that are upscale in nature.” However, Fizdale took it upon himself to specify products that meet the needs of this unique segment. “Since the beginning, we’ve been a specification-driven company,” he says. “Most of our competitors today simply try to purchase from companies specializing in hospitality but, in doing so, they don’t always produce the same element of fashion that we do. “We’ve developed our own specifications, which helps us create the ideal atmosphere in each unit,” Fizdale adds. “This is important, because companies that manufacture sofas for hotel suites don’t truly understand the residential ambiance.” Repeat Business As a result of the company’s commitment to completing each project with the highest quality possible, it wins a substantial amount of repeat business. “Long-term relationships are the key to success, both with clients and with vendors,” Fizdale explains. “My strategy to keep these long-term relationships is to operate with the smallest family of manufacturers we can get away with, while still performing well for the client.” For example, the company will work with one manufacturer for 80 percent of its upholstery needs, but the remaining 20 percent will be given to several other firms. “This way, if our main manufacturer becomes too busy, I can switch the volume to another manufacturer who is familiar with us and the work we do,” Fizdale says. In addition, the company hopes to retain repeat clients by remaining dedicated to meeting scheduling and budget demands. “We are as committed as human beings can possibly be to ensuring the client is happy by the end of the project,” Fizdale explains. “We do this by always being on time and on budget, while meeting or exceeding their expectations. We’re always endearing ourselves on the basis of performance.” Creative Design Concepts also promotes professionalism throughout the organization, particularly among field workers. “Clients usually remember the last things that happen in a project, so we make sure people in construction and installation are always on the top of their games,” Fizdale says. “They take care of problems or issues immediately, because this business is all about customer service.” Ongoing Projects In the past several years, the company has been involved in an ongoing timeshare project in Las Vegas that features approximately 2,088 two-bedroom timeshare units. The project is called The Grandview at Las Vegas, and Fizdale anticipates the first phase of the project will be completed in six years. “We build these units at a rate of about 500 per year,” he notes. Each unit will feature a classic style, according to Fizdale. “The design work for this project was a collaboration between the developers and client,” he says. “It’s been our role to work with the client and help them implement their vision in a cost-effective, successful way. The best projects are the ones where we’re able to work with hands-on developers who are passionate about their vision for the projects. We’re fortunate to be able to work with such a developer on The Grandview at Las Vegas project.” |
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