The showroom, including the Millwork department, is home to 11 employees consisting of sales experts, one CKD, four kitchen and bath designers, managers and an in-house master stair builder who designs and builds custom staircases.
Staff members take turns in the grand kitchen for interactive cooking demonstrations. Farrat notes, however, that the showroom is currently seeking to have student chefs from the local culinary institute provide cooking demonstrations for visitors. “That way, maybe we can do something a little more complex than just cookies and desserts,” Farrat remarks.
When they’re not busy being creative in the kitchen, the design staff is whipping up designs using 20/20 software. In the case of highly detailed and customized work, company designers will also create a hand-rendered design.
“The volume of clientele we cater to is better served by our computer-aided design work,” she adds. “The homeowners love the renderings of their new space, and the contractors find the layouts a helpful visualization tool to present to their clients.”
In addition to the cooking demonstrations, Home Design Concepts markets the showroom using print media, direct mail, radio ads and other sources. “Our target market consists of upscale homeowners and builders, but we reach beyond that to include designers and architects,” she remarks.