After seven years of working for a Toronto-based event management company, Leslee Bell founded Decor & More Inc. in 1990. Throughout the course of the past 17 years, D&M has successfully and progressively developed into the largest and most awarded decor and design company in Canada. Consequently, Leslee has become one of the industry’s most acclaimed and sought after guest speakers for events throughout Canada and the US.
In 2005, Leslee had the extreme honour of being awarded the first, “Spirit of the Industry†award by the Canadian Special Events Industry. She was inducted into their, “Hall of Fame for Lifetime Achievement†based on event creativity and design, standards of excellence, contributions to the industry, integrity and ethics.
Leslee currently remains a key hands-on participant in the day-to-day management of D&M’s major accounts. She works collectively with the company’s various in-house departments, continually striving to stay abreast of the latest, cutting-edge trends in events and design in their 600 plus events each year.
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WHY IS EVENT DESIGN AN INTEGRAL COMPONENT OF THE OVERALL EVENT EXPERIENCE?
All elements of an event need to be in harmony for a successful event. Great decor, sumptuous food, fabulous entertainment, and dramatic lighting when crafted in balance, result in a perfect environment.
A good event designer looks to the client’s mandate, corporate branding or image, the venue, the logistics, the timing, the demographics of the audience, budget and then creates the best environment based on the parameters.
Many clients prefer line item pricing so that they are able to remove an item if they need to cut the budget. This can be dangerous because often, they want to cut something that is the anchor to the overall design. I will often say, “Where do you need the budget to come in at?†and “Let’s rework it so you don’t lose the integrity of the event.†Having a great working relationship with the client is paramount and having the trust factor ensures they consistently are getting the best ideas and value for their décor dollar.
When an event has all of the suppliers working in tandem…..the look and feel is harmonious, in fact it’s magical.
HOW HAS EVENT DESIGN EVOLVED AND IMPROVED OVER THE PAST 5-10 YEARS?
Design for events is more sophisticated, more branded, and, with some clients, less budget driven.
We still do many themed events, but we also do a lot of “looks†that are truly great designs based on colour or a word like “Verve†or “Swank†that evokes an anticipated look. The “Lounge†is here to stay with interpretations from very upscale, to rustic and raw. We certainly are seeing “layering on†of elements, with attention to detail at dining tables being the norm.
The biggest change is in the budgets, with the shift of the middle ground. Corporate clients see investing in clients or staff as essential for future success and have the “go big or go home†approach. Some clients are shifting to modest budgets, as the economy in their industry sector may not be as flush as others.
Regardless of your budget, with a good designer, we can make it work for you.
WHETHER DEALING WITH A BEER OR A CHAMPAGNE EVENT BUDGET, WHAT CAN’T YOU DO WITHOUT?
For any special event, you need to concentrate on a few areas rather than trying to spin out limited decor over a large area, thus resulting in a weak, lackluster look. Keep your elements focused for maximum impact.
Concentrate on an entrance piece, stage decor, or something flanking the stage, full length linens, a centerpiece, chair covers and napkins. Room lighting and music need to be part of the mix as well and if budget permits, layer on additional room and ceiling decor, napkin treatments and chargers for a more polished look. Any vignettes included, regardless of the budget, need to be on risers and well lit for maximum return on the dollar.
AS WITH ANY CREATIVE JOB, IT CAN SOMETIMES BE DIFFICULT TO KEEP YOUR IDEAS FRESH. HOW DO YOU KEEP THE CREATIVITY FLOWING?
I think that attending events like, “The Special Event,†“Event World,†“Event Solutions,†“Canadian Event Perspective†and “Biz Bash†all keep us from getting complacent. Fashion runways, movies, European design magazines, travel and window shopping, all aid in generating ideas. Even things like names of paint finishes, colour palettes in fashion can be the jump off point for a design.
Keep your team fresh by sending them to showrooms, to “lunch and learns†with suppliers and to Canadian and International gift shows. Additionally, in order to keep abreast of the “hot and new†trends, it is beneficial to connect with coworkers in other cities or with other avenues in the industry. It is always advantageous to look at products that you have been using and create new looks for them. For brainstorming purposes, challenge your entire team to bring new looks to the table, or new uses for a standard product.
WHAT EXCITES YOU RIGHT NOW ?
There are a lot more forward-thinking planners out there who are willing to cast their vision and then let you dream. Giving a creative person “creative license†to do what they do best, results in phenomenal events.
We are constantly coming up with new ideas that we love and then shelve, until the perfect client for that idea comes up. Not every idea or event is right for every client. There are great designer events happening in 2007, but 2008 is looking to have even more creative freedom, which is exhilarating to anyone who is passionate about design.
I love having the opportunity of doing something that brings joy to clients and allows us to stretch and grow as we constantly are searching out new and different mediums, formats, products, and interpretations of ideas to keep us on the cutting edge. To a passionate designer a challenge is always invigorating, and 2008 promises to offer even bigger and broader opportunities for those who want to be on the cutting edge.