Part of Townsend's All-Star Cast
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There are also a few manufacturers in the USA who produce their own beautiful products. Although Europe is generally thought of as the mecca for high-end amenities, I would put the US suppliers on par with just about anyone. As mentioned earlier, communication is key when following an airplane project cycle. The cycle also applies for yachts and even high-end residential. My responsibility is to not delay any component within the cycle, especially after the critical design review has been signed off for the aircraft. This cycle applies to both green airplanes or a modification. A wide-body green aircraft tends to have a delivery time frame of 23 or 24 months and sometimes even a light interior modification can remain at a completion facility for 4 to 8 weeks (depending on the project). For each project, the engineering department requires measurements and weight calculations for C/C/F. Bed linens require measurement of the mattress and or divans in the aircraft. I have to say, I have had very few errors on delivered items – but it takes an inordinate amount of detail, verifications and follow-on. Again, I equate this to “open lines of communication”. Yes. The assignments can be challenging and the tasks can sometimes involve many interfaces but, watching the ideas and end products come to fruition is a wonderful feeling, even after all the projects.
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How do you go about gathering your customer’s requirements? Does that sometimes prove difficult. I mean, do you find that some clients are really unsure of what they want or, are they usually very savvy about brands and what sort of look and functionality they require?
Gathering customers' requirements is interesting and indeed challenging in many cases - especially since I work with modification designers, project managers, outside designers, and the end the user/owner, all simultaneously.
Also an owner’s representative sometimes is involved. I warn them up front, that I will have a lot of questions. I guess you can say that the process takes a great amount of patience.
A few typical questions are: When does the airplane arrive at the facility? When is the airplane scheduled to deliver? Do you have a budget? Is this a VVIP, VIP, or other use of the aircraft. With very HNW clients, you often want to ask, do you want a 100% proprietary design from an exclusive manufacturer? If that’s the case, it needs to be identified almost immediately.
Today, it is not at all uncommon for manufacturers to request full payment upfront to avoid any risk, especially on fully custom orders.
Those are a few of the big questions. When you get down to usage and customizations, the breadth of questions expands exponentially.
In terms of the manufacturers, they often supply for many other clients and high-end retail stores they have throughout the world. So, often you have to get in line or be prepared to pay expedite fees, if it's even offered. Some manufacturers will also require minimums for “custom” productions because small production runs are cost prohibitive. Pricing at the beginning is very helpful in determining if their deep pockets are as deep as they claim. It's pointless to put in tons of hours specing a project out, only to find it’s out of the customer’s price range. Today, it's not at all uncommon for manufacturers to request full payment upfront to avoid any risk, especially on complete custom orders. I have had requests for very unusual shapes and sizes. Galleys are limited on smaller aircraft versus wide bodies of course, so making everything fit can (both in budgetary terms and on the aircraft itself) can be challenging. When shapes are unusual the stacking capability is also limited and we need to work towards preventing breakage. There are also products that I don’t usually recommend because of weight issues.
I would assume that being small, perhaps affords a closer more personal rapor with your customers. Is this one of the reasons you are passionate about the business – that opportunity to get to know your clients and really assist them in making the right choices?
Yes, I think being a small company offers a unique opportunity, (and an advantage) in providing the really high levels of customer service and communication required in this very specialized sector. As for passion, well that’s easy. I just love the business…working in this particular arena. Cabin amenities add so much beauty and enjoyment for those who fly within their home in the sky. It is hard to explain, but there is a very deep satisfaction I feel after completing each project.
Do CCF and linens account for the biggest part of your typical project scope? Can you give us an idea of some of the more unusual things you have been asked to supply?
Yes, C/C/F accounts for the biggest part of a project. Throw blankets will be the next items followed by bath linens and then bed linens. The bed linens will vary according to the aircraft and its configuration. Bed linens for yachts are important along with bath linens because of their different use and purpose. Looking back at all the requests I’ve been involved with, perhaps one that stands out was the sale of a Head of State wide body to another Head of State. The request was for the quick hand-off of the aircraft but, there needed to be a change in the bulkhead and the headboard in the master bedroom.
I was asked to locate leather and but the contact I was working with via telephone declined to give me Pantone colors to work with – instead asking me to select the color based on a photo she sent. It was crazy, not to mention impossible. The leather was in the NE, two hides shipping down to the embroiderer in Florida, and all color selections were to be made by me.
The threads for the embroidery were specified as different colors but later decided on a single color in gold. The two hides were larger than required but they felt comfortable with the cost, so we proceeded. Once the embroidery was complete the shipment had to go to another location. The rep communicating with me would not provide the required information for FedEx. Finally, I had to tell her that she had to arrange for pick up from her freight carrier. She agreed. Then she needed measurements. Well as you know hides are shipped rolled. Everything had to be unpacked etc. Well, you get the idea. Things can easily get out of control and often through zero fault of your own. It is a business of details…and as we all know, the more of those you have, the more that can go wrong! This however, was a successful delivery.
I know that in a post-covid environment, supply chain issues have cropped up in almost all sectors. Can you tell us what normal lead times are right now and how this has affected the business overall, as compared to pre-covid years?
Haha! I laugh because we all have a ‘new normal’ now, don’t we? I have one manufacturer who produces my customized disposable napkins. This vendor has announced that no rush orders will be filled and they extended their production lead from 5 days to 10-12 days. China production times, depending on the manufacturer, are even longer. Therefore, all I can say is, patience is definitely a virtue in this business – and you have to be completely honest and upfront with your clients at every turn. Honesty always plays a major factor with customers in earning their trust.
Also from prior visits, I know you have a deep knowledge of suppliers as well as product details, options, customization limitations etc etc. I’m sure the knowledge alone has to be a significant draw for your clients. Along those same lines, I can’t help but wonder if clients sometimes feel overwhelmed with all the choices and how you’re able to help them work through those impasses?
Yes, clients can often – and quickly – become overwhelmed with capabilities, colors, product selection, shapes, options, and the list goes on. But they all have to be answered before an order can take place. This is why asking so many questions at the outset of a project is essential. I had one designer a few years back, who picked everything for the client. The two flight attendants arrived from overseas and did not like any of the samples she had chosen. The flight attendants were of course the staff who had to serve the meals and create the look for the owners of the aircraft. We started completely over and they selected an entirely different look. We all worked hard together in pulling together the new look. And the good news was, that every item was delivered on time and perfect to specs. We worked hard, smart, and quickly over two days while they were in the USA.
Lastly, I sometimes like to finish the interview with a slightly more whimsical question, so if your game…here we go. If you could own your own private jet, what would it me, where would be your favorite destinations and whom would you bring along?
"Ha! Never had that question before", she laughed.
Let’s see, so if I’m going to dream, I might as well dream big, right? Ok, if owned a private jet, it would undoubtedly be the Boeing BBJ Max 7. As you may recall, I lost my mother last year but since we’re dreaming anyway, I would make this one retro and invite Mom and Dad as my inaugural passengers. We would fly to Rome, a place they always wanted to visit, and any other place they wanted to return to and experience again. I would of course let them decide if they wanted to include my brothers and sisters and all the grandchildren or not . . .
. . . but certainly with my new Max 7 space will not be an issue! :)
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