Carl Ross Spills Secret To Staying Hip During Hospitality Slump
March 2, 2004
MIAMI - A veteran of the hospitality industry, Carl Ross is one of the lucky few designers who have managed to expand business even during the industry's sluggish periods. Wide-eyed and beaming, he shifts to the edge of his seat at the Royal Palm Crown Plaza hotel as he describes his fairytale career in design.
''I get paid to hallucinate,'' he says, as he rattles off hotel, spa and timeshare projects he's done in the West Indies, Israel, Mexico, Hawaii and the western states. ''We've gotten to play in some really fun places.''
He attributes his success to a mix of elements, from idealistic enthusiasm to practical realism, social responsibility, keen business sense and the guts to veer away from trends. ''I call these the differences that make the difference,'' Ross says, referring to his demands for unambiguous communication and trust between himself and his clients. Before he begins construction, Ross makes sure that each design is buildable, and that each project's budget, quality standards and timeframe are clearly defined. ''If you don't know these, you're absolutely doomed!'' he says.
His results achieve a delicate balance between awe-inspiring design and practicality. ''We strive for that experience that when they [guests] walk in, they're absolutely captivated,'' he says. ''People are always seeking order in things; if they can't find it, it's not good design.''
Armed with Bachelor of Science degrees in environmental and industrial design, Ross commenced his career in 1982, designing such projects as a commemorative exhibit for the California Institute of Technology, and space plans for ABC TV's corporate offices and 1984 Summer Olympic broadcasting offices. He founded his California-based company, Carl Ross Design, Inc., in 1996, and has since designed over 4,385 guestrooms, 126 suites and over 50 restaurants and bars. The secret to his longevity, he says, is a knack for customizing his creations.
''We absolutely don't have a set signature look,'' Ross says. ''Everything we do is geared to a specific location...so it has a sense of authenticity.'' To achieve this, he encourages locals to get in on the act. For instance, the Ross-designed Hilton Tobago features original art by island natives. ''Anybody who can contribute something on an indigenous level is so important,'' he says.
To better understand his clients' artistic and cultural needs, Ross reads voraciously about each place he takes on a project, and interviews the natives. Before constructing a Robinson Crusoe-themed bar at the Hilton in Tobago - where Crusoe is said to have washed up - Ross read the Daniel Defoe novel cover to cover. ''I talk to cabbies, bellmen, senior statesmen,'' he says of his quest to discover the local flavor.
As he speaks, Ross relates a refreshing humility regarding his work that one wouldn't expect from a hotshot designer. ''There's a curiosity and a sense of respect and reverence when we go into anything,'' Ross says. ''You're humble; you gotta do that.'' He says he is constantly telling his staff, ''Get out of your 'decorator head' and lose your ego.''
Ross's modesty extends to self-reflection on his career. ''I am not alone in this,'' he says. ''I am so lucky to have the best designers. I have such respect for them. I feel really lucky to have the clients and staff that I have.'' To demonstrate his gratitude, Ross throws his clients and staff a yearly thank-you party.
Despite his wistful reminiscing, Ross admits the going hasn't always been easy. ''9/11 changed the planet forever,'' he says, explaining that people retreated to their homes in the aftermath, slowing the pace of the hospitality industry. But he disclaims the hype that the slower pace spelled tragedy for designers. ''Since 9/11 we've grown steadily. I know it hasn't been the case for everyone. But when I hear the industry is slow, I think...'what a great time to be doing this!' There is more design work out there than there are designers.''
Ross counsels designers eager to grab a greater piece of hospitality pie to develop a creative and savvy business sense. He credits his wife Dolly, his company CFO and ''a very smart businessperson,'' with nurturing this sense at Carl Ross Design. ''We're careful in who we take on,'' he says, adding that he demands excellent teamwork skills from everyone he hires. ''There's a stability that comes from how we understand people.''
Ross also credits his atypical company structure with fostering employee creativity. Instead of using conventional job titles, Ross assigns staff such titles as ''designer and manager,'' and allots multi-faceted responsibilities to each employee.
He also encourages proactivity. Ross outlines precise costs of every aspect of a project for clients before the work begins. ''You're always lookin' for a better way to build it, a better way to do it,'' he says. ''Our specifications are unbelievably tight. It gives us huge credibility when we give the cost and feasibility in advance. Maybe this is too aggressive, but I think it's the responsible way to conduct yourself.''
Though eager to test his skill in Europe - ''They embrace a little more aggressive design,'' he says - Ross certainly has no qualms about his current career path.
''You get to visit beautiful, wonderful places, meet wonderful people, and you get to create beauty,'' he says. ''I think it's really a fun, fun time.''
''I get paid to hallucinate,'' he says, as he rattles off hotel, spa and timeshare projects he's done in the West Indies, Israel, Mexico, Hawaii and the western states. ''We've gotten to play in some really fun places.''
He attributes his success to a mix of elements, from idealistic enthusiasm to practical realism, social responsibility, keen business sense and the guts to veer away from trends. ''I call these the differences that make the difference,'' Ross says, referring to his demands for unambiguous communication and trust between himself and his clients. Before he begins construction, Ross makes sure that each design is buildable, and that each project's budget, quality standards and timeframe are clearly defined. ''If you don't know these, you're absolutely doomed!'' he says.
His results achieve a delicate balance between awe-inspiring design and practicality. ''We strive for that experience that when they [guests] walk in, they're absolutely captivated,'' he says. ''People are always seeking order in things; if they can't find it, it's not good design.''
Armed with Bachelor of Science degrees in environmental and industrial design, Ross commenced his career in 1982, designing such projects as a commemorative exhibit for the California Institute of Technology, and space plans for ABC TV's corporate offices and 1984 Summer Olympic broadcasting offices. He founded his California-based company, Carl Ross Design, Inc., in 1996, and has since designed over 4,385 guestrooms, 126 suites and over 50 restaurants and bars. The secret to his longevity, he says, is a knack for customizing his creations.
''We absolutely don't have a set signature look,'' Ross says. ''Everything we do is geared to a specific location...so it has a sense of authenticity.'' To achieve this, he encourages locals to get in on the act. For instance, the Ross-designed Hilton Tobago features original art by island natives. ''Anybody who can contribute something on an indigenous level is so important,'' he says.
To better understand his clients' artistic and cultural needs, Ross reads voraciously about each place he takes on a project, and interviews the natives. Before constructing a Robinson Crusoe-themed bar at the Hilton in Tobago - where Crusoe is said to have washed up - Ross read the Daniel Defoe novel cover to cover. ''I talk to cabbies, bellmen, senior statesmen,'' he says of his quest to discover the local flavor.
As he speaks, Ross relates a refreshing humility regarding his work that one wouldn't expect from a hotshot designer. ''There's a curiosity and a sense of respect and reverence when we go into anything,'' Ross says. ''You're humble; you gotta do that.'' He says he is constantly telling his staff, ''Get out of your 'decorator head' and lose your ego.''
Ross's modesty extends to self-reflection on his career. ''I am not alone in this,'' he says. ''I am so lucky to have the best designers. I have such respect for them. I feel really lucky to have the clients and staff that I have.'' To demonstrate his gratitude, Ross throws his clients and staff a yearly thank-you party.
Despite his wistful reminiscing, Ross admits the going hasn't always been easy. ''9/11 changed the planet forever,'' he says, explaining that people retreated to their homes in the aftermath, slowing the pace of the hospitality industry. But he disclaims the hype that the slower pace spelled tragedy for designers. ''Since 9/11 we've grown steadily. I know it hasn't been the case for everyone. But when I hear the industry is slow, I think...'what a great time to be doing this!' There is more design work out there than there are designers.''
Ross counsels designers eager to grab a greater piece of hospitality pie to develop a creative and savvy business sense. He credits his wife Dolly, his company CFO and ''a very smart businessperson,'' with nurturing this sense at Carl Ross Design. ''We're careful in who we take on,'' he says, adding that he demands excellent teamwork skills from everyone he hires. ''There's a stability that comes from how we understand people.''
Ross also credits his atypical company structure with fostering employee creativity. Instead of using conventional job titles, Ross assigns staff such titles as ''designer and manager,'' and allots multi-faceted responsibilities to each employee.
He also encourages proactivity. Ross outlines precise costs of every aspect of a project for clients before the work begins. ''You're always lookin' for a better way to build it, a better way to do it,'' he says. ''Our specifications are unbelievably tight. It gives us huge credibility when we give the cost and feasibility in advance. Maybe this is too aggressive, but I think it's the responsible way to conduct yourself.''
Though eager to test his skill in Europe - ''They embrace a little more aggressive design,'' he says - Ross certainly has no qualms about his current career path.
''You get to visit beautiful, wonderful places, meet wonderful people, and you get to create beauty,'' he says. ''I think it's really a fun, fun time.''
