As president and director of sales for D?cor & More Inc., Leslee Bell is a driving force behind one of Canada's largest event design companies, dividing her time between new clients and working alongside the design team. With a record of producing more than 600 events a year coast to coast, Bell maintains a level of success that comes only with years of experience and a strong team environment.
How do you feel about emerging full-scale event companies?
My feeling is to diversify your niche in the industry but stick to what you do best, never pretend to be all things to all people sooner or later it will trip you up.
How do you create a design for an event?
First I interview the client, get a good solid impression of the client, and really listen. Then you sit down with the design team and brainstorm.
What's hot and what's not in decor right now?
Tendencies are less toward themes, more about ambience or attitude, far less prop orientated. Lounge is big. We have created a 12-foot bed lounge and conversation pit with a sunken coffee table and a line of sofas. Colour is soft, in sands and taupe played against pale natural colours such as ocean blues and greens. Pink is still on the scene, chocolate is still hot, and the soft sorbets for the spring will be prevalent.
How has the recent economy flutter affected your business?
It doesn't get better than 1999. The people that survive in this economy well are the smaller operations; larger ones have to be more creative in how they do business. Now we do more trade shows, more product launches, and social events. The beginning of 2005 is not a big corporate year because of SARS, but 2006 will be a stellar year in the industry.
How do you gather competitive intelligence?
Not in the way some do. There is a growing movement toward false RFPs [requesting creative documents strictly for viewing content]. In my opinion requesting these fake documents is not ethical but many would argue that it is just good business. I know what my competitors are doing, I can read your paper, I see things, suppliers talk, competitors talk, and this industry is so small, everyone knows everything.
Have you ever considered opening up in the United States?
We've talked about it often. I think we're all waiting for the economy of 1999 to return. With 9/11, SARS, and the economy, I feel that although the grass always looks greener somewhere else, sometimes when you get there you find out it's Astroturf!
What is your dream event client?
A client that comes with a good budget, with some parameters, a concept of what they want to do, and says "dream and go for it." The more you give a creative person the chance to dream, the more you get from them.
Competitive industries breed a dog-eat-dog mentality. How does that leave you vulnerable?
This is the mentality more than ever. It has never been as fierce as it is today. I am most vulnerable in the fact that I take everything to heart. I expect everyone to play by the same rules, but that's just not realistic.
What are your plans for retirement?
I will retire, but I would like to freelance, source out venues and event suppliers in various parts of North America for planners. I also would like to return to working with teens; I did it for 17 years and loved it. Also, my husband and I would like to go to a third world country to do some work, a kind of "paying it forward" situation.
Who is your mentor?
My mentor was my dad. He owned his own business and taught me about integrity, honesty, and hard work. As for an industry role model—Taras Shipowick of Showmakers. I saw a fabulous event he was doing and I went up to him and told him I wanted to be him one day and that was 17 years ago.
Whom do you most admire in the industry?
There are too many in Toronto to mention, so, internationally speaking, I admire Cheryl Fish, Richard Aaron, David Tutera, David Merrill, Andrea Michaels, Patti Coons, the Empire Force team, and so many more.
What is the best piece of advice you have ever been given?
Don't bite the hand that feeds you.
Posted 11.04.04
How do you feel about emerging full-scale event companies?
My feeling is to diversify your niche in the industry but stick to what you do best, never pretend to be all things to all people sooner or later it will trip you up.
How do you create a design for an event?
First I interview the client, get a good solid impression of the client, and really listen. Then you sit down with the design team and brainstorm.
What's hot and what's not in decor right now?
Tendencies are less toward themes, more about ambience or attitude, far less prop orientated. Lounge is big. We have created a 12-foot bed lounge and conversation pit with a sunken coffee table and a line of sofas. Colour is soft, in sands and taupe played against pale natural colours such as ocean blues and greens. Pink is still on the scene, chocolate is still hot, and the soft sorbets for the spring will be prevalent.
How has the recent economy flutter affected your business?
It doesn't get better than 1999. The people that survive in this economy well are the smaller operations; larger ones have to be more creative in how they do business. Now we do more trade shows, more product launches, and social events. The beginning of 2005 is not a big corporate year because of SARS, but 2006 will be a stellar year in the industry.
How do you gather competitive intelligence?
Not in the way some do. There is a growing movement toward false RFPs [requesting creative documents strictly for viewing content]. In my opinion requesting these fake documents is not ethical but many would argue that it is just good business. I know what my competitors are doing, I can read your paper, I see things, suppliers talk, competitors talk, and this industry is so small, everyone knows everything.
Have you ever considered opening up in the United States?
We've talked about it often. I think we're all waiting for the economy of 1999 to return. With 9/11, SARS, and the economy, I feel that although the grass always looks greener somewhere else, sometimes when you get there you find out it's Astroturf!
What is your dream event client?
A client that comes with a good budget, with some parameters, a concept of what they want to do, and says "dream and go for it." The more you give a creative person the chance to dream, the more you get from them.
Competitive industries breed a dog-eat-dog mentality. How does that leave you vulnerable?
This is the mentality more than ever. It has never been as fierce as it is today. I am most vulnerable in the fact that I take everything to heart. I expect everyone to play by the same rules, but that's just not realistic.
What are your plans for retirement?
I will retire, but I would like to freelance, source out venues and event suppliers in various parts of North America for planners. I also would like to return to working with teens; I did it for 17 years and loved it. Also, my husband and I would like to go to a third world country to do some work, a kind of "paying it forward" situation.
Who is your mentor?
My mentor was my dad. He owned his own business and taught me about integrity, honesty, and hard work. As for an industry role model—Taras Shipowick of Showmakers. I saw a fabulous event he was doing and I went up to him and told him I wanted to be him one day and that was 17 years ago.
Whom do you most admire in the industry?
There are too many in Toronto to mention, so, internationally speaking, I admire Cheryl Fish, Richard Aaron, David Tutera, David Merrill, Andrea Michaels, Patti Coons, the Empire Force team, and so many more.
What is the best piece of advice you have ever been given?
Don't bite the hand that feeds you.
Posted 11.04.04
