by Miranda G. McLeod
Staff Writer
From the rough and tough world of professional football to decorating houses, Bill Prescott has two careers that are complete opposites. But Prescott, senior vice president of stadium operations and chief financial officer for the Jaguars, says if Wayne Weaver can go from selling women’s shoes to owning an NFL team, then he can go from football to interior design.
Prescott and his wife Kim opened Designs of the Interior last year in Jacksonville’s St. Johns Town Center. Both have financial backgrounds and have been involved in business before, but not quite like this.
The Prescotts moved to Connecticut when the Weavers moved there with Nine West shoes. Both Prescotts have worked for the Weavers and Bill has known Wayne for 28 years. He met Kim in 1990 and they moved to Jacksonville in 1996 when the Jaguars hired Bill.
There was a need for a new mountain to climb, so the Prescotts bought the North Florida franchise rights of Chicago-based Designs of the Interior.
Their idea was to take their business backgrounds and couple it with creativity. Bill works at the store more during the team’s off-season. Kim handles the day-to-day management and Bill helps out when she needs it.
“I didn’t have the creative talents for interior designing. We built our own home and designed it, but when it came to the interior, we struggled,” said Kim. “There was no one-stop shop and we figured this is something the area could use.”
The company prides itself on its extensive network of vendors — more than 250.
“We’re a full-scope interior design company and can do any scale of project,” said Kim. “If we can’t find a (single) manufacturer for the client’s needs, we’ll find the manufacturer(s) who can. We’re not locked into manufacturers specifications. You dream it, we can create it.”
The couple joined the Northeast Florida Builders Association recently to build relationships and meet others in the industry.
“It’s all about meeting with the right builders and gaining name recognition,” said Kim. “People come in here not knowing what we do.”
And they do a lot. Designs of the Interior staffs seven interior designers, performs at-home consultations, sells furniture and housing accessories and offers custom window treatments.
The Prescotts say that because a builder may pay $30,000 to $50,000 to have a designer on staff, Designs of the Interior offers some flexibility. Their service allows the builder’s cost to become a variable one, not fixed.
“We’re building relationships and our services,” said Kim.
“People are coming in with a need,” said Bill. “We’re not about selling a sofa. It’s about talking with our clients and saving them money. This is an investment and we want to make sure that it’s a comfortable and coordinated look.”
Kim said the company is full service, from the first walk through the door to delivery and placement.
“It’s turnkey,” she said, “from conception to completion.”
The couple is working to build a solid foundation in the Town Center and have thought about expanding. They’ll entertain that thought more when Nocatee is developed and they’ve thought about opening a store at the Beaches.
Kim said it was interesting to see where the business is coming from.
“They come from Orange Park and Ponte Vedra, even St. Mary’s (Georgia),” she said.
“We had originally looked in Ponte Vedra, but this area is more ideal,” said Bill. “It’s amazing how people gravitate here (the Town Center).”
Kim says the fact Town Center is an outdoor mall isn’t an issue.
“The elements don’t seem to effect people,” said Kim, adding Monday mornings are the slowest times and allow for reorganizing and ordering of products.
But there’s still more to go, they say.
“We’re better today than we were when we opened and the progression has been good. We’re still learning the business cycle,” said Kim, adding that she’s staying busy.
This is the time of year when Kim begins planning for the holidays. Last year, she had to reorder and restock her inventory three times.
“We did well at the last minute stuff to fix up houses or few accessories. But it’s tough with retail. You never know,” she said.
Kim will display Christmas items in one of the eight vignettes set up throughout the store. Couches, plants, tables, clocks, picture frames and other accessories are placed by the designers as vignettes for customers. The scenes change quarterly, but sometimes more often than that.
“It’s funny to watch the designers,” said Kim. “They’ll just pick something up and move it around.”
Designers for DOTI are chosen through a three-step process beginning with a phone screening. And there’s an abundant database of applicants, according to Kim. Designers usually have a four-year degree and are a mix between new and experienced designers.
“We look at personalities, special talents and the work ethic,” said Kim. “They give a board presentation and then we role play. We let them ask the questions.”
Kim and store manager Shannon Radabaugh then decide who gets hired.
“It’s amazing how our designers are like chameleons. They take the lead from the individual client,” said Kim.
Only about 5 percent of the inventory is placed on the floor at Designs of the Interior and that’s with items in every corner of the store.
“We have so many choices. We can change around a room to give the client an idea of what the completed project will look like,” said Kim.
“Clients come in different phases. The designer will show how to complete the look and sell the vision for the room. That’s more important than piece-mealing,” said Bill.
There are 20 Designs of the Interiors nationwide and the Prescott’s store is ranked in the top five, they say.