PROFILE
Bell of the Ball
Leslee Bell and Décor & More Inc. - Decorating the World, one event at a time
“The Shape of Things to Come”, “Whimsical Fantasy”, “Christmas in the Big Apple” To most, these somewhat obscure statements don’t make a lot of sense. To Leslee Bell and her talented team at Décor & More Inc., they conjure up visions, titallate their imaginations and arouse their senses, allowing them the creative insight to design magical environments for corporate and social events around the world. The magic begins in an enormous prop and design house in Oakville, Ontario. Leslee Bell, Kimberley McGibbon and Brian Bell run the company. Leslee has been a driving force since day one and has propelled the company forward to its current position as one of the most successful and innovative event design firms in North America. The recipient of many awards for her work, she is most proud of winning the Governor General’s Award for 15 years of volunteer work with teenagers in her community. On the business side, she has given back through her roles with ISES, progressing through the ranks to President of the Toronto chapter followed by an international role on the Esprit Committee. She has spoken around the world at numerous industry events and colleges and has sponsored over 24 charities a year for the last 5 years. D&M has received 20 industry awards for design, décor and business excellence.
Not only has the company laid a solid claim to its status in the ultra competitive business of décor, it has managed to do what very few businesses in any industry sector have done, made a million friends along the way. In this sometimes crazy and political market, it is a rare occasion when one ever hears a negative word about D&M or any of its team. They truly are an amazing team; lead by a philanthropic woman with a keen business mind and a warm heart. That has been the backbone that has carried them through all these year to where they are today.
Leslee is a graduate of the Ryerson Food Science program. She got her start working in the catering industry for 5 years before making the decision to stay at home to raise her boys. While at home, she taught evening courses on The Art of Entertaining and Gourmet Cooking. As a corporate wife, she planned small parties for her husband and when he was involved with a 3,000 person American Convention coming to Canada, he called upon her to chair the social and spouse leisure committees. It was her first foray into this industry and it didn’t take her long to know she was hooked. She hired a professional planner to help her with the event and, throughout the process they joked that she had talent and an instinct for this industry and should consider working in it. Two years later, out of the blue, she got a call with a job offer from someone who had seen her talents. She initially worked as an account executive for a meeting planning and event services company. Shortly into the position, she was asked to handle a project where the designer quit over artistic issues four days before the event. With little knowledge, but incredible passion and a determination to succeed, she produced an event that exceeded the client’s expectations. This success continued with every project she handled and seven years later, in true Leslee style, she warmly parted ways and started her own business. So amicable was her departure that her ex employer became her client until they the day they closed their doors.
Decor & More Inc. was started in January 1, 1990, with a bank loan, a 900 square foot prop lock up, a 10’ x 10’ office and a lot of chutzpah. Initially, it was a one-person operation with several good contacts and dedicated friends, that made up the crew. As of the last fiscal it stands at 42 full time employees, a 30,000 square foot warehouse loaded with props, fabrics, and full time floral, carpentry, graphics and signage divisions. It services over 600 annual corporate events, tradeshows, weddings and bar/bat mitzvahs across Canada, the United States and the Caribbean. Since their inception, they have worked on over 3500 events ranging in size from 50 to 5,000 guests. Their most memorable events include - an “intimate” dinner for 500 on the floor of the Skydome at which they suspended crystal chandeliers over every table and created an amphitheatre event on half of the field and a cocktail schmooze on the other; A salute to New York City in the shadow of 9/11 in which they re created New York 3-dimensionally, 35’ high, 12’ deep, complete with full store window displays, a 45’ x 30’ ice rink, taxi cabs, Rockefeller Centre with a 35’ tree, and a cast of NY characters. The piéce de resistance was the horse drawn carriage through Central Park; a fabulous indoor beach party complete with sand and surf…. remain among their favorites.
Is it all roses and glory? Not even close. They work in an industry where no matter how well you plan, down to every minute detail, you are still vulnerable to the unexpected and sometimes, the unimaginable, becomes real very fast.
For example, one of their first events was a mountain top ski hotel/chalet event themed Mash Bash. The road to the top was washed out and everything had to be trucked by all terrain vehicles… in February in Ontario. It took 28 trips up the mountain as opposed to the estimated one. Despite the climb, the client was thrilled with the décor and all seemed to be re-focused, when the chair lift, ready to transport guests up the mountain broke down. The food, the décor, the entertainment at the top - the guests at the bottom. The show went on and they did remedy the situation and both Leslee and the client still laugh about it today as they continue to create special events together (they try to avoid mountains)
Its not an easy business to own and run that is for certain. The business is feast or famine and jobs are never evenly spread out. They have to take it when it comes. Leslee is constantly striving to find the balance between owning the business and not having it own her. Married for 32 years to a corporate Senior Vice President turned pastor and a mother of 2 young men - Bryan 27 and Greg 24 (both in the business), she stays involved in the church where her husband counsels and keeps herself grounded through her secret emotional outlet: laughter. She adores comedy. All kinds of comedy from live performance to film, theatre and life itself. In an industry where the hours are so long, she and Tom make great strides to create family time where they and the boys can touch base as a family in a realm other than Décor & More.
Leslee has to work at staying in the zone at the office. The daily need to be the leader and the roles that go with that position can shroud her love for the tangible aspects of the job, such as the new props, or fabrics, or “stuff”. In her partners, Kimberly and Brian she finds the support she needs. Each having their own unique skill set allows them to unite their talents to fuel the D&M engines and keep them running at peak performance. Those engines are propelling them forward everyday. From their prop fantasyland in Oakville they continue to work toward honing their craft, building their business and generating new innovations in design.
The need to be creative, unique and cutting edge in the décor world is ever present. It’s a fast paced and competitive industry where something is only new until its been done once. Innovation is synonymous with success.
Leslee views the need to compete as both a positive and a negative. “The best part of the industry is the great colleagues who share our passion and want to raise the industry bar” The worst part is the way some colleagues go after business. When business is slow, the “anything goes” mentality sets in. People stoop to using décor photos of events they didn’t do to sell their company, they begin to cut prices and then over-promise and under-deliver - it’s a “buyer beware”, market where clients need to know they must measure apples to apples. Her advice for clients shopping around? “ I tell them to ask to see their warehouse, call the client they did events for, check with the venue regarding any damages. Make sure you know what you’re getting” she explains” Most are solid but “this is definitely not the majority but a few bad apples can ruin a client’s impression of the entire industry.
As the economy changes, so does the industry. D&M believe that Toronto, except for the social market, is in a crucial period that will take time to recover. The next 5 years are defining years. It’s now that companies like theirs will make the decision whether to move toward continued growth, remain very focused on their niche, or try to expand the services to new areas. Each has its advantage, each its risks. One thing they know for sure - don’t try and take a bigger slice of the pie than you are ready for, it will come back to bite you. It’s what has gotten them to where they are today and it’s the philosophy that will carry them forward to another 10 years of success.
Looking ahead, Leslee envisions two scenarios for the dream team. “In five years we will either be a larger company doing more events internationally, and more from coast to coast ,perhaps even with satellite offices … or we will scale back and do fewer with a slightly reduced staff.
SARS, the war in Iraq, 9/11, Mad Cow Disease and the recent blackout - what next, the locusts? We’ve felt the effects of it all in our corporate areas so Toronto’s recovery will determine the future of many companies in our industry sector. From a corporate standpoint the summer was a write off, but the fall and winter look great and next spring will tell the whole story. I am “the past” and “the present” of this company, however, I share the present and the future with my two partners, Kimberley McGibbon, VP of Operations and Bryan Bell, VP of Sales, as well as our wonderful talented and dedicated D&M team. I am a part of a big picture and more and more the team is accepting complete responsibility for their events using the concepts, ethics, and attitude instilled in “the D & M way” as their yardstick.
If she had to do it all again, would she? “Absolutely, what else would I do? Over the years I’ve been embezzled, had four break-ins, had staff that have stolen from us, had entire records removed from our system, and had people do totally unethical things behind our back … but we’ve had over 100 employees who have been loyal, ethical, talented, passionate, possess ownership mentality, are gifted and I love them immensely. Did I learn from my mistakes? Probably not enough, I still trust easily, but I am less easily fooled and I wouldn’t want to live life as a jaded person. I love having fun, laughter and joy and there needs to be more of it in the industry. I believe I have been blessed with two amazing business partners in Kimberley and Bryan, great department managers, incredible designers, detailed event coordinators, exceptional artists, fabulous florists and production teams who make us look good everyday. What you need to work at D&M is the APE SYNDROME …Ability, Passion, Ethics and you’ll fit in perfectly. Our motto as you come in the front door is Do what you love, love what you do and always deliver more than they expect. We started with this mantra fourteen years ago and still live by it today. Would I do it again? … Many days it feels like it is the most thankless job but, then, when the clients walk in the room and you have exceeded their expectations and see the look on their faces… it’s all worth it! Would I do it again … in a second!
CANDID - Leslee Bell
CEP: Do you have any advice for young planners just starting out?
LB: This job looks so glamorous from a distance but let me warn you, it is really hard work. From the praise and accolades side it is amazing. From the loading dock at 3:00 am after 3 straight weeks of work during “high season” - the bloom is off the rose. You have to be passionate about it, be driven, and a touch of madness doesn’t hurt. You need to be able to laugh at yourself to survive.
CEP: Do you have any wisdom and/or advice you can share with suppliers looking for your business (or others business)?
LB: People who get our business share our pursuit of excellence. They deliver on time, on budget and error free to stay suppliers and I expect no less from them than I expect from us. If they aren’t ethical or are dishonest with us, I won’t ever use them again. Be up front: if you screw up; say so. Most companies can deal with that better than a concocted story or a shift in blame. I am a straight shooter and the truth is the most important thing to me.
CEP: If you can tell the readers and the corporate clients something about D&M what would be?
LB: I would change people’s perception that we only do large events with big budgets. We recently have had several clients tell us how pleased they were that we do events of all sizes and have a huge “rental only” division. Because we have won awards for large events they perceive that it is the majority of our business, and that simply is not true.
Lastly, in true rose colored glasses form, I would encourage a more harmonious industry environment where we can kibitz back and forth sharing information with our competitors. I have that relationship with several peers in the industry but it is not widespread enough at this point.
CEP: If you gave your staff the chance to be candid, what would they say about you?
LB: I think staff would say that I really see D&M as a team and I empower them to take control of their events. I hope they would say I am ethical, fair and just. I’m sure they would see Kimberley, Bryan and I as generous to them and realistic about our expectations. Since we have full time staff and not freelancers, they know “our way” and our high expectations so there are few surprises. I also have an open door policy and I hope they respect me, but definitely they are not afraid of me. I know they would say I am easily bored so I crave the new and different. I am a quick study and expect others to be also. I am sure they would say that I truly love the business and most importantly I hope they know our success is totally dependent on them and that I really appreciate them and think they’re awesome.