MAKEOVER TIPS

REINVENT YOURSELF!

Here’s a step-by-step guide to upgrading your look, with examples of how one Indiana O.D. did it

BY TRAVIS J. REED

When Marjorie J. Knotts, O.D., attended a visual merchandising class at Vision Expo, she was thinking about a redesign for her practice.

I have 20 years of experience in retail visual merchandising and was a speaker at the course, which was moderated by Eyecare Business. After the class, Dr. Knotts came up to speak with me, and the end result is what you see here—a reinvention of her Indianapolis, IN, practice.

If you, too, are thinking about changes, Dr. Knotts suggests: “My best advice to anyone getting ready to remodel is to hire the best you can afford. And, don’t be afraid to try something new. Going outside my comfort zone was difficult, but well worth it in the end.”

One of her goals was to maximize her position as a Vision Source practice, while also giving her location a look that was completely its own. In the photos that appear in this article, you’ll see how we worked together, along with other key vendors, and, especially, architect Jeff Echols of One 10 Studio in Indianapolis, to make it happen.

Dr. Knotts and I started by addressing some of the basics of design and merchandising before moving ahead on her remodel. This step-by-step guide reflects some of what we discussed and what you, too, need to consider if you’re thinking about upgrading.

THE OPTIONS

A reinvention can be done in many ways, so begin by deciding which option is best for you.

• MINOR FACE LIFT: These include cosmetic changes such as paint color, new marketing images, brighter light bulbs, new guest seating.

• PARTIAL REMODEL: A section or multiple areas are gutted and rebuilt to new specs—new flooring, lighting, fixtures, and displays, for example.

• TOTAL GUT REHAB: This means wiping out existing space and starting over. This is often done in stages.

STEP BACK

As a first step, you and your team should exit the office and re-enter as though you’ve never seen the space before. What is most appealing about the design and what is most bothersome? Make a list of what needs updating and then prioritize. This could include guest seating, paint, flooring, fixtures, lighting, wall art, front desk, exam rooms, visual displays, props, marketing materials, etc.

Due to budget constraints and needing to keep a practice open, most clients choose to do partial remodels or total rehabs in phases. Some do a phase every year or so until they reach their goal.

In Dr. Knotts’ practice, for example, the remodel was broken into two phases. The second one will include guest seating, more window and wall vinyl applications, layering in of more art and décor including rugs, as well as relocating and adding lighting.

PLANNING AND RESEARCH

Once you have decided how intensely you want to modify the existing space, you can move forward to planning and research. Most clients bring in a few different individuals or teams to start working on estimates and building a budget. Before interviewing them, check their portfolios first. Share your list of needs, give them a timeline for completion, and ask them to contribute ideas—sketches, portfolio images, magazine clippings, swatches/samples, or computer renderings.

WHO’S WHO?

You can consider hiring the following experts:

• DESIGN CONSULTANT: This person or team can help you come up with ideas as to what your space can and should look like and convey them to the other vendors involved. They can suggest colors, materials, fixtures, lights, flooring, etc. Some also create your visual displays and many have designers or freelancers that they subcontract with who create custom vinyl or printed graphics, etc. Many design consultants will work for a flat fee or an hourly rate.

• ARCHITECT/ARCHITECTURAL FIRM: They can use an existing floor plan (or create one for you if you don’t have one) and make suggested updates based on your needs. They will know what walls are load bearing and where power and water are located. They also know your local building codes and can help you determine things like lighting and fixture placement. Architects often base their fee on a percentage of the overall remodel budget.

• PROJECT MANAGER/CONTRACTOR: A project manager will oversee the work and should check with you along the way to make sure the materials are what you selected, that you are happy, and that there are no surprises. Sometimes the architectural firm will suggest a project manager or they will have someone on staff. A licensed contractor should always come highly recommended, with strong referrals and a portfolio that shows their level of execution.

• VISUAL MERCHANDISING: If your design consultant does not do your displays, ask them to find a visual merchandiser. The worst thing you can do is to create a beautiful new space and then not have displays of equal caliber. A visual merchandiser can create displays—in windows and vitrines, on wall shelves, counters, and tabletops—and even hang marketing materials and vinyl graphics. Visual merchandisers will work for an hourly fee or a flat rate per project.

VISION SOURCE BRANDING

One of Dr. Knotts’ goals for the project was to underscore her relationship with Vision Source.

After seeing her redesign, Jim Greenwood, president and CEO of Vision Source, commented: “Dr. Knotts’ innovative adoption of the Vision Source brand in her office is reflective of two trends: First, our data, looking at the 2,900-plus offices in the network, indicates that Vision Source-branded offices grow more rapidly than non-branded practices. And, second, as we serve large medical groups and integrated health systems in the future, performing and appearing as if we are one network is going to be even more important.”

If your budget is tight, you can ask a local college with a merchandising program for a senior or recent grad looking for portfolio experience. Be prepared to have at least a small budget for props and supplies.

WHO YOU ARE

To be able to get your new team to understand who you are and who you want to be, you need to be aware of your “brand image.” Ask yourself: Who is our target market and market demographic? What do people like most about us? What makes them come back? What brands and styles do we sell the most? Do we have a signature color or style and is it dated? Can we use this remodel to expand our reach?

DESIGN ELEMENTS

With your basic design questions answered, you can move forward to the design decisions—this means trusting your new team, not just your taste. Here are some important elements to keep in mind.

Whether you’re doing a lot or a little to reinvent your space, give yourself a deadline that is nearly double what you expect so you have time for the unexpected. Also, leave some money in the budget for changes that happen along the way. Most important, never reveal your total budget to your architect or project manager as they will spend that and more.

And, finally, remember that this is an investment in the future of your business to bring more revenue, build your brand, and also increase the value when you’re ready to sell.

Travis Reed is president of Creative Visionary, Inc., based in Chicago.