Hotels use upholstery to update their look

Hotels are changing their look, creating unique opportunities for upholsterers

Upholstery Journal | April 2008

by Holly O’Dell

The hotel industry is in the midst of a building boom. In 2006, 136,500 rooms were constructed in the United States, with even more following in 2007, according to research firm PricewaterhouseCoopers. This year looks to be no different as supply continues to grow, even in a sluggish economy. The increase in construction has been compounded by a flurry of new hotel brands, all trying to make their mark in a populated marketplace.

As a result, hotels are working hard to differentiate themselves from their competition. Some are positioning themselves as boutique or “lifestyle” brands, while others tout features such as creatively designed lobbies. This drive to stand out from the pack has created new opportunities for upholsterers.

Upholstery hot spots

Newer hotels are putting their focus on lobbies, restaurants and outdoor spaces—all of which can use the help of a skilled upholsterer. “Hotels want you to have a comfortable room that’s clean and nice, but they want you to feel like you’re going someplace special,” says Manoli Sargetakis, principal of Silver State Textiles in Salt Lake City, Utah. “It’s more cost effective for them to spend a lot of money on a couple of jewels like the lobby or the restaurant than it is to spend it on 300 rooms.”

In these spaces, hotels are also looking for the next big thing. “The hospitality industry tends to like new, exciting and futuristic-type products,” says Rob Kahn, president of Futura Textiles in San Dimas, Calif. “They typically look for things that other people don’t have. They like to be cutting edge.”

Such wants have poised experienced upholsterers to make their mark. For example, Sargetakis believes that a talented upholsterer can bring the right mix of creativity and proficiency to a project. “Some of these restaurants and lobbies are doing some really funky shapes that require a certain level of skill and experience that not everybody’s able to do,” he says. “The upholsterer who’s able to be innovative, be creative, to solve problems and implement a designer’s idea is somebody that designer can go back to, time and time again.”

Hotels are dedicating big parts of their design budgets to outdoor spaces, too, particularly when they know what’s possible with today’s outdoor fabrics. “We have very decorative fabrics in all types of patterns and fashion-forward colors you can take to any area outside,” says Jeff Jimison, vice president of Outdura Fabrics in Hudson, N.C. “Whether it be an outdoor dining area or furniture around the pool, you get the same styling and colors you might be able to get inside. These fabrics are engineered to survive the elements.”

Despite all the glitz and glamour showcased by many new hotels, some seek a subdued, classic look. Upholsterers should not overlook the requisite projects a hotel may have. “There are a lot of areas in the hospitality market for upholsterers, such as redoing the restaurant seating or working on banquet chairs in the conference centers,” says Skooter Scott, president and co-owner of Rex Pegg in Tacoma, Wash.

As much as some hotels want the new and exciting, there are still those that look to upholsterers to maintain their history. For instance, Wilson House, a bed and breakfast in Baltimore, Md., contacted Caroline Center Upholstery to reupholster some antique Victorian furniture the hotel had acquired for its upstairs lobby. The upholsterers at Caroline Center, a nonprofit job training program for low-income women in Baltimore, carefully restored the loveseat and three chairs, originally built in 1878. They used sawdust and glue to stabilize the wood; horse hair, pig hair and cotton were used as filling to maintain the furniture’s integrity. A fabric with a Victorian-style print completed the look. “It turned out beautifully,” says Ann Cunningham, manager of Caroline Center Upholstery.

The B&B owners agreed and sent additional work their way. In fact, upholsterers who conduct quality work the first time can expect repeat business. Opportunities exist for repair and maintenance jobs as well. “There are a lot of times, especially in restaurants, where the more use some of these chairs and booths get, the more redos you’re going to have,” Scott says.

Fabric considerations

Hotels want fabrics that showcase great design, but fabrics need to function in these high-traffic areas. Fortunately, hoteliers can have both. From a design standpoint, the sky’s the limit. “There aren’t the hard, fixed rules about colors, scale and all those other things that there used to be,” Sargetakis says. He sees the most popular color palettes include blacks, pearls and creams. Extravagant patterns are also making their mark, which can potentially be a challenge. “Upholsterers have to be very tight on how they’re doing their stitches, and very concerned about the way patterns match,” Sargetakis adds.

Beyond design, hotel operators’ chief requirements of upholstery are cleanability, durability and longevity. One of the most common fabrics for hotel use is Crypton. “Crypton is a rather impermeable product,” says Travis Hallam, whose company, Sure Fit Custom Upholstery in Prince George, British Columbia, Canada, has worked on several hotels. “We try to push it where we can in commercial locations because it’s very durable, easy to clean and is long-lasting. Plus, there are a lot of funky patterns.”

Fabrics with a high double rub—usually 50,000 and up—are suitable for hotel applications. Sargetakis has seen more requests for fabrics with anti-microbial and anti-bacterial properties, along with environmentally sensitive products. Vinyl continues to remain a top choice among hotels, especially those with restaurants. “There are plenty of restaurants that want a solid, heavy-duty piece of vinyl that is soft and pliable,” Sargetakis says. “We have a polyurethane that’s like glove leather, but it’s 800,000 double rubs. People want to sit and be comfortable and not have the seating be the focus of their experience.”

Futura has developed a high-end vinyl collection, called Ultra, specifically for the hospitality industry that features three different patterns in multiple colors. “It’s somewhat of a chameleon-type product, because whatever direction you’re looking from, it changes color,” Kahn explains. “It looks like it’s deeply embossed, but the reality is that it is very smooth, durable and easy to clean.”

For outdoor use, today’s solution-dyed acrylic fabrics are designed to withstand virtually anything that can be thrown their way. “Keeping outdoor items clean in a resort area is a challenge,” says Jimison. “You have people spilling things. They are sitting down on cushions with suntan lotion. Tar from a pine tree might drip on something.” These fabrics can be cleaned with soap and water—and with bleach or acetone for tougher problems—without affecting the color or the integrity of the fabric. Additionally, UV- and water-resistance earn high marks from hotels that use these fabrics near pools.

Industry challenges

While the hotel industry can be an attractive market to enter, some challenges do exist. One of the biggest is time. The longer a room is closed, the more revenue is lost. “Some clients expect a quicker turnaround than we can offer,” Hallam acknowledges. “We usually bring things here to the shop and get them back as quickly as possible.” But there are ways that upholsterers can work with hotels’ schedules, he says. “If it’s a guestroom, we would definitely try to choose a time of year that is not as busy. The hotels will try to close off sections at a time so not too much is disturbed.”

The same goes for restaurants within hotels. “Quite often, we’ll work through the night just to get things back to the customer so it’s not during their peak hours,” Hallam says. “We pick up the furniture in the evening and return it before customers arrive for meals.”

Upholsterers may find themselves in a conundrum when it comes to a hotel’s budget. A hotel operator may be spending lots of money on a renovation, but that doesn’t necessarily mean he or she will easily part with the cash. A cheaper (which often translates to inferior) product will wear down much faster than a high-quality one. “As much as people are trying to look for that best value, you have to stay firm with the products you know are going to be successful and are going to last,” Hallam recommends. “Sometimes, you have to push that point and hope that they are going to agree with you.”

Making your entrance

If you’ve determined that the hospitality industry is worth pursuing, consider these key factors to get your foot in the door:

Start local. Many of the large chains like Hilton or Marriott use their own in-house staff to complete projects. Still, boutique hotels are popping up in many markets and may be more amenable to your services as they seek something that’s unique and handcrafted.

Locally owned or operated hotels and inns may be your best starting point. “You’re on the same level as them,” Sargetakis says. “They’re independent business people, too, and they are more selective and appreciative of what you have to offer.”

In addition to the furniture it reupholstered for the B&B, Caroline Center Upholstery completed work for Peabody Court, a boutique hotel in Baltimore. The organization is looking to promote itself to other properties online. “We have an Internet site, and most B&Bs market there as well,” Cunningham says. “That’s a great place for us to advertise to them, too.”

Know what you’re offering. “Have a knowledge of your products, the options available and the benefits of each, including foam products,” Hallam advises. “Upholsterers should know the longevity and expectations of these products. You need to know the best products for each situation.”

Don’t short change yourself or your services. “A lot of upholsterers get into this market too cheap, thinking that they’re going to get their foot in the door by giving the business away,” Scott says. “It can be time consuming, and if they’re not making any money, it can bury them because they have a lot of materials they have to purchase ahead of time for these jobs, and then they end up waiting to get paid.” His advice? “I think every one of these upholsterers needs to have a down payment on the materials just so they can cover their costs.”

Working for the hotel industry can diversify your portfolio, bring additional business during slow times and can be a lucrative proposition once you understand the ins and outs of the industry. “Upholsterers can usually make a higher markup on hospitality,” Sargetakis says. “After you establish your reputation, you can be more demanding of what you want because you’re giving them better service.”

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