Lessons From Todd

I have just returned from Engage!09: The Encore.  My mind is still spinning.  So many incredible professionals in one room, all candid and ready to engage (pun intended).  There will be many posts recapping the overall conference for all who were and weren’t there.  I am only going to focus on what Todd-Avery Lenahan spoke about and the incredible lessons he imparted through the stories he told.

Todd talked about his work, his design process and, in particular, his work for Steve Wynn at the Encore Hotel in Las Vegas.  Todd was responsible for the design of the Spa, the suites, several restaurants and many of the common areas at the hotel.  He regaled us with a detailed discussion of how the Country Club and Spa came to be.  Although he did not specifically discuss the steps of his process, they were plain to see during his talk.

Todd’s approach is what every creative business owner should aspire to replicate.  It begins with direction from the client.  First, he listens.  Then he re-interprets what he has heard relative to what the overall vision for the project is (which, most often, he has had a hand in creating).  From there he thinks about the direction and overall vision.  And before he starts sketching, he starts writing (he is a brilliant writer).  He tells the story.  With the story in hand, he decides what the project will not be.  For the Spa, that meant not what was expected of spas today, but what was quintessential to the experience.  He showed us images of Roman bath houses, dramatic European spas and other Italian architecture that served as his inspiration.  Once he had his inspiration and his story told, only then did he start designing.  His design began with a conceptual sketch, then computer rendering, then full mock-up.  The Spa was not at all what Steve Wynn had asked for, but everything he wanted it to be for the Encore.

Lessons:  Todd’s art comes first.  He listens.  He studies.  He forms an opinion.  His presentation is defended with intellect — a written vision statement for each element in his design, a thorough understanding and representation of his inspiration(s).  He compromises, but never if at the expense of his integrity as a designer.  Nothing happens until the design is done.

Todd did not share how he prices his projects.  From my view, what is valuable about what Todd does is actually the design process leading to the final design, even more so than the finished design, and definitely more than supervising its production.  Having a well defined vision for the project first and translating that vision into design is so important that some developers have hired branding firms to do just that.  Todd showed us this week that that is HIS value.  In descending order, Todd should be (and I sincerely hope is) paid for creating the project’s vision with the developer, then for translating the vision into design, and finally for helping bring that design to reality.  Each has its own value and each should have its own price.  Regardless of your design area (event, interior or graphic), you would do well to study Todd’s process and the incredible value it offers him and his clients.