Behind the Host with Moria Sedgwick

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Hi everyone. Welcome back to the Boostly podcast. This is a podcast that gives host the tools, the tactics, the training and most importantly the confidence so you can go out there and get yourselves direct Bookings. We do a miniseries where we intru introduce you to interesting and successful hosts from all over the world. And today we've got a very special guest. We've got Moira from. She's the CEO and founder of a chalet collective. It's amazing business. We're going to be talking interior design, we're going to be talking how you can grow your business and I'm really excited to have her on the boostly behind the host episode. So welcome along Moira, thank you for being here.

Hi. Thank you so much, Lee. I'm happy to be with you today.

So first question, what would you say to somebody if they have never heard of your business? What do you want them to get out of the Next sort of 20, 25 minutes? Listening to this podcast, I would say.

They could get out of this conversation an opportunity to connect with a brand who can elevate their short term rental either by design and or management of their property.

That's cool. That's cool. Everyone wants, especially at the moment, standing out right compared to the competition. So.

Exactly.

This is going to be fun. So tell us a little bit more about the chalet collective. What is the elevator pitch for the business?

Yes. So thank you for asking. So I am an interior designer and a short term rental host and together we have two businesses that merge and they come together seamlessly. So I am the founder and CEO of both Mocha Interiors and a chalet collective. And with over 20 years experience in the hospitality industry, I've had time as the awards director of the James Beard foundation and have produced many large scale food and wine events for thousands of people. We really have that experiential side dialed into our business and we like to connect our design to hospitality. So we think of ourselves specifically as hospitality designers.

Nice. And what drives you? What's your why? Why do you do what you do?

Yeah, we have a huge love of houses. I even recently got my first house. I don't know if you can see that, but it's the originals valet for the chalet collective brand. And we adore houses and learning what their individual characteristics are and how to highlight them and and also how to connect guests with that individualized story. So we want to bring that to life through our design and then through the overall experience with the guests being there. So we anticipate things that they don't even know that they need, whether that be an extra USB outlet next to the couch or some fun element in design that just brings them joy on a very basic level.

Nice Nice. And when it comes down to the history of your business, is this a new business, an old business? How long has this been running and what does it look like at the moment, how many units and whereabouts in the world? Because I know there's going to be people listening to this, and they like to connect to hosts locally to them, but in a world where we can online, you know, have masterminds and stuff like that, it's always good to pinpoint.

Absolutely. And we've worked with hosts all over the country in the US and my partner is from Ecuador in Italy. So we like to keep the idea that we live everywhere and nowhere and can really connect with anyone with these basic elements of hospitality. And we started in 2013 with the first property in the Poconos in Pennsylvania, and that was before anyone knew about the Poconos. And now they've had a huge boom and there's tons of properties there and lots of property management companies and. And we like to think that we still stand out with our unique designs. But we currently manage eight properties, both in the Poconos in Pennsylvania, some in upstate New York, and then also in the city of Baltimore, where we do short and midterm rentals.

Nice. Nice. So sort of spread. Spread out and. Yeah, that's. That's really cool. Who tends to stay? What kind of avatar do you get that tends to stay in the properties?

So we get different ones depending on the market. In the Poconos, we get a lot of people that are looking to get away into nature. And luckily, the Poconos is a four season location, so in the winter, they're looking to ski. In the springtime, we're not actually sure what they're doing because it's very muddy there, but people do come to enjoy the solace that being in the woods provides. But in the summertime, it's gorgeous. As you can imagine, we have a lot of lakes and hiking trails, so we get a lot of families that travel. And then in our smaller properties, just people getting away for the weekend or for a week retreat in the mountains. And in Baltimore, it's a completely different market. We get a lot of traveling medical professionals and. Or folks that are here for medical services. We are very close to the John Popkins campus, and we find that we're serving a lot of people that are here supporting family members that are in the hospital and. Or they're a doctor or a nurse.

What I really like about that is, you know, your markets in each area, and this is something for people to take away is to really understand that, you know, different locations, like you said, serve different avatars. But to understand who it is that you're serving, there wasn't a moment of hesitation, which is always a good sign to. To see. So we're going to dive into some of the questions shortly and some of the tips around some of the interior design, because I know that's something that you guys are absolutely fantastic on and, you know, shows within your short term rentals themselves. But before we do, what has been the most significant kind of wow moment of your journey so far and why?

That is a great question. And I think what stood out to us is the first chalet that we designed. We really leaned into the story of the property. And in this particular case, it was the Bavarian Gothic chalet that was built in the late 60s in the Poconos, which is kind of the heydays of the Poconos, when, like, families were going away, they were enjoying their summer, they weren't thinking about Europe. And we really wanted to lean into that and highlight that like mid century glam, which is very popular at this time. But for this house, it really worked because it was made in that time. Like, it has these small details that call back to that era. And since we've had a resurgence of mid century themed design, it was easier to execute. But what we saw was that people really took to the details and it isn't just like, okay, we're going to put an Eames chair here, we're going to go to the next step and we put in a baby grand piano from the late 60s. We put in a lot of really cool antique lights just throughout the property. Things that had a conversation piece just in and of themselves, like smaller pieces as well. And that has been the most interesting piece of feedback. We've had people ask us to either sell them the property whole and. Or wanting to buy pieces of decor or furniture just, you know, in the property because they spoke to them or. But what we find really important is learning the story of the property itself and then connecting all of the furniture, all of the decor to that to really build up a full story that we can pass on to our guests so they can enjoy that.

That's really cool. And so important, isn't it? Is identify what that property is and why it is and use that as part of the theme. Because too often I see people take like a modern apartment building and they try and put this kind of industrial look inside, which it doesn't. Sometimes it can work, but it's less like that whereas you look at, you know, an older property or more period type property, having that kind of theme makes sense, right? Or using like you say exposed beams or whatever's already there, start to use that, you know, if there's a bay window at the front, start to use that sort of stuff, which is really cool. So, yeah, I really like that. And when it comes down to that design on the first one, how has that helped the rest of your journey? Like, has that influenced the rest of the homes you've taken on?

Yeah, and I think my answer goes back to your previous point. Sometimes you do work with a client who does have just an ordinary build and there are new builds and we don't want to discount those folks. So it gives us more of an opportunity to build a story. So for example, we bought a very small townhouse here in Baltimore that really nothing to write home about. We love to buy buildings with interesting characteristics. And this didn't really have any other than the fact that it was tiny. So we wanted to lean into that. And one of the good examples we have from this project was the kitten. They, the people that we bought it from had flipped the house and put in some things that are not ideal. And we're really good at taking out those flip mistakes. So the kitchen was tiny and had full size appliances, cabinets all along the upper wall. And it just felt like the space was really small and you were just going to get crushed inside of it. So we wanted to take everything out, redevelop this kitchen, which was tiny. Like I can't even. It feels like a small little. And we opened it up, removed all the upper cabinets, which of course like open shelving is very popular at this time. But we went with one ledge over the oven. We put in really fun appliances that were blue so that they were all tiny appliances like those European style. And to this day, everyone writes to us about that kitchen being the most fabulous. And it was the biggest problem when we first started.this property. We're like, the kitchen's horrible. If you're standing at the sink, you can't even open the dishwasher door. So we leaned into the fact that it was small and it was tiny and that we had to come up with a compact, creative solution. And I think sometimes that's what's required. There was no real story to lean into other than what existed. Whereas the people who flipped it were trying to make something work that were not cohesive to the space. So we think about that as well. Even in a very plain space. Like, how can we make it interesting? Is it beyond just putting colorful appliances? Do they fit with the space? And how do we make really fun pops of color happen? A lot of times we like to think about putting in elements that make people excited, but they wouldn't necessarily have the gumption to put it in their own property. So things that are a little bit.

More edgy as well, that's really cool. I like the way you've turned effectively a thorn into a flower there, you know, as in this, which is a bit spiky, people won't show what to do with it and you've turned it into a really nice place that people gravitate towards, which is cool. And that goes to show that you can adapt some of this stuff that people are worried about with the right interior design. You can adapt it, you can make it a feature, not a, not a problem from for people, which is really cool.

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So this feels like a great segue into the interior design side of things. So there's going to be people listening to this. Most of the people listening to this right now will be a host and they'll be. They'll have a various portfolio, maybe one, maybe 20 homes. But there's things. If they're like me listening to you now, I am going, well, actually, I know this stuff. I could do better in some of the places. I could have probably, probably paid more attention. On my first one, I went to IKEA and I just bought whatever furniture was in ikea, which I think is something which a lot of people resonate with. And I was just like, yeah, that's the way to do it. Right. What would you say to me and to those people listening to this if we was to go back and put into some practice some of the tips of interior design? What should we have already considered and what could we go back and make changes to if we want to?

I think that is a great point and a great question. And also giving a shout out to ikea. There is nothing wrong. We were just designing a place this weekend in the Boston area and we did a big IKEA shop. And the thing is, you need to have an eye for the pieces that are functional and pops of design. So it's absolutely achievable, not the best to have everything done from ikea, but a lot of the kitchens that we implement in spaces are from Ikea. And it is a great opportunity to harness the fun design. Like they do a lot of collaborations with designers. Those are the pieces you should seek out, see who they're working with for that order and look at those unique pieces. Even looking on social media, there are literally worldwide influencers that are promoting these unique things at ikea. Good luck finding them, which is the only downside of it. But IKEA does have so many wonderful, cool, cool things. So if you do have the opportunity to work with a designer who has the eye to pick those things out, obviously call us at Mocha Inferiors. However, if you're going it alone, look for things that are that design push. So a good rule of thumb for a place like ikea, if you've seen this piece everywhere, it's not the one for you. So cease and desist on buying anything in the Malm collection, because it's just been seen before. To me, it's a lack of design, I don't know design skill. And there are so many other things that you could really lean into that are at ikea. So my rule of thumb is, if I've seen it before, it's not for me. I want something that's unique and this goes to anything from artwork, things on the wall. You should not be buying artwork at Ikea. You can make your own super affordably and you should be looking for things that have the fun pop of color, the unique design collaboration that's going to go out of circulation pretty soon, and things that are just really fun. So if you think something is safe and bland, that's not what you want to put into your vacation rental because you want things that are going to excite people and help you stand out in this really crowded marketplace.

I think that's a great answer, especially like you say, I mean, it's not a bad thing into Ikea, but it's just a case of picking out the things which are right for that particular home and especially jumping back to one of your previous answers of things that people will talk about. You know, things that people talk about. And this is one thing that art that you mentioned. I used to be that guy who would go to. We've got a discount store here in the UK called B& M and they do the most wonderful array of poor quality canvases that you can just put up. And that's just a bit of image on the wall, you know, like, and, and again, in the early days, I, I do that. Recently what I do is I take for instance, there's a lot of history in different places and, and I've just taken on one which is they used, there was something called Kets Rebellion, which is like a 1500s kind of like story sort of thing. And the, the actual location is called Ket's Hill because that was where his, his fortress was. So I went online, I found a, the only. I couldn't find any art, but I found a tea towel which depicts Ket's Rebellion with some information on. And I stuck that in a frame because it is relevant to the, to the home. And no one else in anywhere in the UK or for any reason will have that in their home. You know, that is the only place which is going to have that particular thing in art. And this is where just trying to get people going, oh, they actually put some attention into this. Oh, that's cool. I didn't know that story. Why have they done that? You know, exactly any of those kind of points which are, which are great to see when it comes down to the interior design that you've done in your homes. Do you think that's had an effect on the bookings, on marketing your homes. Do you think this is aided?

Yeah, absolutely. It comes across on the photos and I'm someone who insists on being at the properties to dial them for a photo shoot to add those extra details. But really if you don't have a foundation of good design, it's hard for your photos to look good. So we go through our photos after a photo shoot and look at the things that we think we're going to pop and translate onto film and then those are the pieces that we're going to use as our top five photos and the things that we'll use in social media or those marketing materials because they are interesting and a good example of that. I'll use my little townhouse again. We installed wallpaper that looked like a hand painted mural and sure, it was a little bit more premium of a product to install, but this dining room that we installed it in was again really tiny, really narrow and didn't have any interest. And now you have this gorgeous, stunning wall that our guests always comment on. The kitchen and the dining room like truly the two most boring places in the house when we purchased it. But now people ask us if it's a hand painted mural, they take photos in front of it. And that's what we're looking for is something cool and something unique that translates onto film to get that interest. Because really if you think about posting on your direct booking website or on any of the other OTA platforms, you have this storefront and it's all told, the story is told through these photos and that comes back to your design. If you are land, you don't have color, people are going to skip you. But if you have something that stands out, that pop of color, that pop of interest, then that's what's going to get people to, you know, book on your site, click and, and book you 100%.

It makes it so much easier. Ultimately if you've got good quality interior design and good pictures, well, people are more likely to take note on social media, aren't they? They're more likely to actually go, oh, that's cool, what is that place? And then they're more likely to come and seek out a booking with you. So 100% agree with you with that and can see that you guys know, you know about interior design, the benefits that it brings, but also how to execute it. And that's the important thing. And if you don't know how to execute it, they say, you know, go and get an expert. So you know, to reach out to yourself and you know, to find out more about interior design in general. So what does the future of your business look like if there's people listening to this, needing help with interior design? Could you be helping those people no matter where they are in the world?

Yeah, that's a great question. We just came back from a trip to Mexico where we were staying, to do an audit. And this was a perfect example of staying in a property that was performing okay but had no real definitive design point. And we work with the owner, A, to see what they have and then B, to outline a plan of action to improve their property. And this is in Mexico and we're based in Baltimore in the US and again, this goes back to our motto of living everywhere and nowhere because we love connecting with these fellow hosts and property owners that do value design. Maybe they don't know how to do it, but really this world and the globalization, we can come to them so easily. And the greatest is when we get to meet a few people within the community. So we're working on, you know, 4 South Main street, but then three blocks over, we're doing a consult with one of their colleagues who also owns a property. So we're not limited really by geography and we have done consults in other countries as well, and we in fact love that the most.

That's really cool. And like you say, knowledge being applied in the right places, it can be worldwide. Right. So, you know, like being able to get consultation and being able to apply that into a home just, just works. And what would you say to somebody who says, do you know, I just can't afford to do interior design because there will be people listening to that, to this, just saying, like, well, it sounds good, but I can't afford it. What would you say to those people?

Absolutely. I think it's an investment in your future. And looking at the roi, it is more of an upfront commitment which we've all experienced. You know, we have our own properties. We know how much it takes to invest in the right furniture, invest in the right design. But over time it does come back to you. And I think with short term rentals, hopefully folks who still have their properties after Covid know that it is a long game. And now that it is the crowded marketplace, how are you going to stand out and keep that standing out over time?

100%. So there's going to be people listening to this who want to find out more. And I've got to be honest, we could, we could dive so much more into like the tech, you know, who's on your team and all of this cool stuff. But I know there could be a chance that, you know, we could do this again with another podcast as well to find out all of that juicy information. And in the meantime, I want to leave the people listening to this to come and find out more from yourself. So how can people come and find out more about your, your business?

Instagram is our favorite way to connect with folks and our handle is in the show notes and it is also Ashalet Collective on Instagram. And our website is very simple too. Ashaletcollective.com so you can find us in either location.

Oh, that's cool. And is there anything, I know that there's so much more we could cover, but is there any bits or tips or anything you want to squeeze in that you can leave the listeners with?

You know, one of my favorite things to do when I am on a project that has a budget is look at what the other top performing homes are doing in the market and see what is compelling. And then how can we step that up a bit so we can't compete with folks that have a hot tub if there's no budget for a hot tub. But we can get creative with. Maybe it's some of the linens, maybe it's getting that unique piece from Ikea that stands out and makes sense. But do check out the competition in your market and see what they're putting forth. So you can either match that or exceed it.

That's cool. That's cool. And I know we've touched on your, your motto, but I just wanted to bring it back around to this because the feeling that I'm left with from this is to have a story within your, within the branding, within the design of it. Don't just do it just because, you know, hey, I'm just going to paint this, this color just because. Create a story from it. And the, the motto that you mentioned, if you can share that one more time with us, because it's just a great motto to leave everybody with.

Yes. Our motto is to live everywhere and nowhere, which is why we love to work with these homes around the world.

Nice. Well, thank you so much for this and I really enjoyed getting to know about your business. You've got me thinking about my interior design and some of the things that I could do for my units. And ultimately this is something which for me, looking at the market, as time goes on, things are getting more professionalized, things are getting much, much better. So if you're listening to this and you're not sure whether to get some advice around interior design, please do, because it could be the difference for the lifetime of the property to gain bookings and get those direct bookings that we love to to talk about. So thank you so much. And thank you, too, for listening to this on the Boostly podcast. We know there's a lot of places you can put your attention, and I really thank you for putting it with us here. If you want to carry on the conversation, you can do so if you go on Facebook into the hospitality community and you can come and talk about your what you're doing for interior design and share with us there. And we'll carry on that conversation. So thank you so much for joining me today, and we'll see you on the next one. Thanks.