[ MOMENTUM: ] A Year in Review What a privilege it has been to serve as IDC’s first president under the new structure—a truly exciting time for the Association and for the profession of interior design in Canada. As our first Board term comes to an end, we want to take this opportunity to reflect on our past achievements as we look forward to building on the momentum gathered over these past 18 months. 2010/11 marked a number of successes for IDC and for the profession. To name just a few, we have effectively transitioned seven provincial associations into their new roles as regulatory bodies, transferring advocacy roles to the national association. Industry membership and involvement was strong this year, reporting a 75 per cent increase over last year. And in January, we will officially welcome APDIQ to join us as the eighth provincial association of Interior Designers of Canada. Our vision for the future of IDC was developed with an accompanying Strategic Plan. At the IDC Board’s spring face-to-face meeting in Victoria, we worked with consultant Susan Wright of the Randolph Group to create a Strategic Plan that will shape our direction for the next three years. The following pages of this Report chronicle our achievements within the framework of our four strategic objectives: Awareness and Promotion; Advocacy; Member Services and Professional Development; and Organizational Capacity and Sustainability. The future will continue to present us with opportunities, successes and challenges and we are confident that the momentum of these past 18 months will help us build on the future of interior design in Canada. Please take the time to read this Annual Report and see just how far we have come. Sincerely,
President, Executive Director, David Hanson Susan Wiggins
Awareness and Promotion
Member Services and Education
Organizational Capacity and Sustainability
Mission and Vision IDC works to advance the profession of interior design across Canada and internationally. Our vision is to build a strong awareness and recognition of the profession in a truly national sense, whereby all provinces and territories are represented. IDC envisions itself as the definitive source of information on the profession, a model advocacy organization, with effective education programs and a strong growth in membership. IDC BOARD OF MANAGEMENT: Pictured below clockwise from left to right
Adele Bonetti, Director (AB)
David Hanson, President (BC)
Clinton Hummel, Director (ON)
Trevor Kruse, IIDEX Liaison (ON)
Donna Assaly, President-Elect (AB)
David Gibbons, Secretary/Director at Large (ON)
Ron Hughes, Director, Industry (ON) Denis Chouinard, Provisional Director (QC) (until January 1, 2012) Stephen Lamoureux, VP Finance (MB)
Jessica Gozdzierski, Director, Intern/Provisional (NB) Carolyn Wood, Director (NS) Aandra Currie Shearer, Director (SK)
Janice Smith, Director, Education (AB)
Michelle Du, Director at Large (MB)
Susan Wiggins, Executive Director
Jenny Mueller-Garbutt, Past-President (BC)
Monique Leger, Director (NB)
Ada Bonini, Director (BC)
THE 2009-2011 IDC BOARD OF MANAGEMENT
2011 ANNUAL REPORT
1 AWARENESS and PROMOTION IDC is dedicated to increasing awareness and understanding of the profession, especially among the public and government, and is focused on enhancing the reputation of interior design and IDC nationally and internationally.
Visual Identity In September 2010, IDC officially unveiled its new visual identity. Designed by Exquisit Communications in Ottawa, the new bilingual logo and branding have been integrated into all marketing and communications pieces as well as the IDC website.
Website and Social Media Launched at IIDEX last September, the IDC website was designed by Ignite Web Solutions in Ottawa. The new bilingual website was created to target two primary audiences: IDC members and the public looking to hire or learn more about interior design. The new website is always expanding to incorporate new programs, benefits and resources. Recently added sections include video interviews with interior designers, IDC’s Career Centre, where members can post and view current job opportunities, the Calendar of Events, and a section for student and Intern/Provisional members called the Mentor Centre. IDC launched its Facebook and Twitter pages in 2010. IDC’s new video series, Spotlight on Design, is promoted on IDC’s website, Vimeo Channel, and in the e-newsletter.
Canadian Interiors magazine is read by more than 33,200 individuals across Canada. IDC members receive eight issues of Canadian Interiors annually.
Canadian Interiors magazine Dimensions, IDC’s quarterly magazine, was re-branded and published inside of Canadian Interiors magazine. As part of our agreement, IDC members receive eight issues of Canadian Interiors annually. In addition to our magazine, Canadian Interiors published IDC’s first Member Directory and Buyers Guide in June.
Media Relations Over the course of the year, IDC has written monthly articles in Condo Life magazine and regular columns in Coverings and Green Building and Design magazines. A profile of Susan Wiggins, executive director was featured in Office Insight where she discussed the restructuring. IDC president, David Hanson was also featured in an issue of Office Insight and a number of articles about the restructuring were published in publications such as The National Post, Office Insight, CFM&D, Reno & Décor, Construction Links, and Canadian Interiors. IDC’s media partners include Canadian Interiors, Design Quarterly, HOMES Publishing Group, MONTECRISTO magazine, and NUVO magazine.
IIDEX/NeoCon Canada and Trade Shows IDC now owns Canada’s largest design expo and conference, IIDEX/NeoCon Canada. In 2010 IIDEX welcomed more than 15,000 show attendees and 350 exhibitors, including 125 new exhibitors.
2010 IIDEX/NEOCON CANADA KEYNOTE SPEAKER
2011 ANNUAL REPORT
In 2010/11 IDC exhibited in a number of trade shows, including the Interior Design Show (IDS and IDS west) and the Real Property Institute of Canada’s (RPIC) Federal Government Workshop. Our continued participation in trade shows allows us the opportunity to educate show attendees about the value of hiring and working with an interior designer and to promote the profession. IDC also expanded its popular What’s Your Design Dilemma? from various Ontario cities to the Kelowna Home Show in Victoria. What’s Your Design Dilemma? promotes interior designers to the public through consultations at the trade show booth.
2 ADVOCACY Defining and defending the practice of interior design so that interior designers are regulated, qualified and competitive with other professionals in the built industries.
Practice and Protection Fund IDC’s 2010 Membership Survey results indicate that on a scale of 1 to 5,
In 2010 the IDC Board approved setting aside money allocated to protecting the profession. The funds in this account are available to provincial associations to help when lobbying provincial and federal governments to protect the future of the interior design profession.
members rank advocating for the profession at 4.27 and see it as a top priority for the Association.
IDC’s Executive Director, Susan Wiggins, has helped and will continue to help provincial associations build the case for Practice Act legislation. IDNS (Registered Interior Designers of Nova Scotia) is the only IDC provincial association with this legislation.
IDC responds to PWGSC In April 2011, IDC created a committee to assist with formulating a response to Public Works and Government Services Canada (PWGSC). PWGSC released an RFI (Request for Information) to all major national associations in order to decide whether to issue an RFP for a company to contract and manage external consultants for all federal government projects in eight regions across Canada. IDC’s response was submitted to PWGSC in June.
Global Awareness This year IDC explored the world of export marketing in Las Vegas, Germany, Abu Dhabi and Dubai and Denmark. Future trade mission are planned to India, Italy and Chile. In each of the Missions, IDC invited 10 to 15 Full members of the Association interested in expanding their business abroad. In an effort to help promote the profession and be a part of the global conversation, IDC partnered with international organizations. In 2010, IDC became a member of the International Federation of Interior Architects/Designers (IFI) and in February represented Canadian designers at IFI’s Global Symposium in New York City to help create a declaration for the profession. In addition, IDC has fostered a partnership with the Society of British Interior Designers (SBID).
2011 ANNUAL REPORT
3 MEMBER SERVICES and PROFESSIONAL DEVELOPMENT IDC strives to deliver quality professional development opportunities to its members coast to coast that meet the diverse needs of our members. IDC is committed to developing new ways of engaging and connecting members through its services.
H H H H
The first national continuing education seminar was held in October 2010 in Manitoba with 15 attendees, one event sponsor and one event host. In March 2011 IDC committed, along with IIDA and ASID, to jointly fund the Interior Design Continuing Education Committee (IDCEC) with a goal to improve delivery of education and CEU tracking.
H H H
H HHH H H
THIS MAP REPRESENTS CITIES WHERE IDC HELD SEMINARS/ EVENTS IN 2010/11
In the first year of the new Association, IDC assisted provincial associations with more than 70 seminars and events in various cities across Canada. IDC also offered a number of national educational opportunities through webinars and online self-directed education articles.
Calendar of Events IDC created an online calendar of events that highlights events from coast to coast. In 2010/11, IDC focused on assisting provincial associations with event registration and promotion. In December 2010 IDC held the IIDA Toronto Leaders Breakfast and in February 2011 IDC/IIDA and IDIBC held the sold-out Vancouver Breakfast in conjunction with BUILDEX Vancouver.
Member Communications IDC’s award-winning e-newsletter, ID Connections, provides a monthly overview of the news and events happening across Canada. ID Connections publishes articles in three categories: IDC news, Association related information for members; Industry news, such as awards programs; and Provincial news and events, for local information. Archived issues of ID Connections can be found in the Members Only section of the website. In early 2011 IDC developed a bi-weekly Professional Development newsletter with quick links to educational opportunities across Canada and locally. In addition, IDC produces a regular Sponsorship newsletter highlighting current opportunities for Industry members to get involved.
IDC Membership Survey In October 2010 IDC hired Romana Mirza of Studio Pinpoint to survey the membership’s understanding of the restructuring. IDC learned from the survey results that members are excited about the new direction for interior design in Canada and are eager to learn more and happy to participate in implementing the new advocacy and regulatory roles for the provincial and national associations. According to IDC’s Membership Survey, 75% of IDC is made up of Registered/Professional/ Certified members; 24% of IDC members hold Intern/Provisional memberships, and 1% of IDC members are Educators.
The Survey was completed by more than 450 members nationally and expressed that members want to increase dialogue and face-to-face communications with their association to learn more about what IDC does on your behalf and on behalf of the profession as a national advocacy body.
IDC Salary Survey In February 2011, IDC worked with the SDA (Society for Design Administration Canada) to release the most up-to-date version of the Salary Survey. The Salary Survey is a detailed report that outlines industry HR standards and provides financial figures of salaries and benefits within the Canadian interior design, architecture, and landscape architectural professions.
2011 ANNUAL REPORT
4 ORGANIZATIONAL CAPACITY and SUSTAINABILITY IDC Membership Statistics HOW LONG HAVE YOU BEEN A MEMBER OF A PROVINCIAL ASSOCIATION?
Building the membership and engaging members in new ways. Developing our people, including staff, board, and volunteers, and building on our resources.
APDIQ votes to become Full members of the Association
Less than 1 Year
IDC’s most significant achievement of 2010/11 was APDIQ’s (Association professionnelle des designers d’intérieur du Québec) vote to become Full members of the Association as of January 1, 2012. The vote took place in April 2011 and was unanimous. The vote strengthens the voice of the profession both nationally and internationally and works towards the standardization of interior design education and professional practice in the province of Quebec. Quebec will be the eighth province to join Interior Designers of Canada.
More than 20 Years
RESULTS TAKEN FROM IDC’S 2010 MEMBER SURVEY
MEMBERSHIP FEES PAID FOR BY EMPLOYER: Professional fees for where primarily employed 81%
Professional fees for other provincial associations
Professional fees towards a national association
Social or club fees
Industry membership was transferred from all provinces to IDC in 2010 and has continued to grow significantly over the past two years. In 2010, 150 Industry members supported IDC and in 2011 IDC saw a significant increase of 80 per cent with more than 265 Industry members from coast to coast. A large portion of the increase is attributed to the transfer of Industry membership from ARIDO, IDAS, IDIBC and PIDIM. Industry membership dollars help to fund Association initiatives, including continuing education for members. In June 2011, IDC launched an online directory called IndustryINDEX to help interior designers connect and source IDC business supporters quickly and easily.
In July 2010 IDC transitioned 11 staff from ARIDO to join the Association. The staff team now includes three bilingual staff members in marketing, communications and administration to help better serve IDC members nation-wide. Each provincial association works with an IDC staff member to ensure frequent and consistent communications are maintained.
RESULTS TAKEN FROM IDC’S 2010 SALARY SURVEY
2011 ANNUAL REPORT
OF OPERATIONS AND CHANGE IN NET * STATEMENT ASSETS - GENERAL FUND
STATEMENT OF FINANCIAL POSITION For the Year Ended June 30, 2011
For the Year Ended June 30, 2011 2011 $
141,162 150,000 79,228
88,205 150,000 36,167
ASSETS CURRENT Cash Investments Accounts Receivable
LIABILITIES CURRENT Accounts payable and accrued liabilities Deferred revenue Government remittances payable
89,226 216,369 36,711
97,535 153,660 10,001
NET ASSETS Unrestricted Net Assets - General Fund Restricted Net Assets Practice and Protection Fund
Transition Payment Membership Dues Industry Membership Dues
225,000 209,779 201,081
– 106,785 43,875
50,436 18,045 10,000 8,954 6,450
1,675 – – – –
464,524 138,410 99,004 87,337 52,365 41,000 27,776 23,001 13,473 8,291 7,063
91,649 – 54,849 9,505 13,854 – 3,908 18,812 – – 176
NET ASSETS, BEGINNING OF YEAR
NET ASSETS, END OF YEAR
Prepaid Expenses EQUIPMENT
Member Services Innovation Awards Communications Sponsorship/Grants Design Fund
OPERATING EXPENSES Staffing Professional Development Governance/Board Operations/Administration Communications and Marketing Occupancy Costs Technology Stakeholders/Memberships IIDEX/NeoCon Canada Innovation Awards Amortization
APPROVED ON BEHALF OF THE BOARD EXCESS (Deficiency) OF REVENUES OVER EXPENSES FOR THE YEAR
* Note: 2010 figures are for a six month fiscal year only and prior to transition to the new structure. As a result, comparisons should not be made.
IDC National Members
2011 ANNUAL REPORT