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Ryan Hughes on Creating Outdoor Living Spaces
Ryan Hughes, a prominent designer in Tampa, Florida, has built a successful career by crafting exceptional outdoor living spaces for discerning homeowners. His journey to becoming an elite designer began with the rebranding of his family firm from The Hughes Group to Ryan Hughes Design / Build. This strategic move, along with obtaining a State of Florida Certified Pool Contractors License, allowed him to connect with a more affluent clientele and elevate his firm's profile within the industry.
Hughes emphasizes that his firm's mission is to create better lifestyles through innovative outdoor living. He recounts a pivotal moment in 2008 when he re-evaluated his approach, realizing the importance of focusing on the client experience rather than just design and construction. This introspection led him to understand how high-net-worth individuals make purchasing decisions and the critical role of maintaining healthy profit margins to deliver exceptional, over-the-top projects. He learned that simply mimicking industry standards was insufficient for achieving true excellence in the luxury market.
The COVID-19 pandemic significantly impacted the outdoor living sector, creating unprecedented demand as homeowners reinvested in their properties. Ryan Hughes Design / Build experienced substantial growth during this period. Initially, there was apprehension about expansion, but the firm decided to accelerate recruitment, a decision that proved timely as demand for backyard enhancements skyrocketed. This surge in business has resulted in a two-year project backlog and a six-month waiting period for design contracts, underscoring the sustained high demand for their specialized services.
The pandemic also brought challenges, particularly concerning widespread price increases in materials and equipment. Hughes’s firm operates on fixed-cost contracts, which meant honoring original agreements despite rising costs. However, by maintaining higher profit margins, he was able to absorb these increases without passing them on to clients. He also implemented a proactive strategy against future inflation by purchasing and warehousing pumps and heaters, aiming to mitigate risks associated with fluctuating material prices and potentially profit from buying at current rates.
When designing for the elite 1%, Hughes’s process is highly personalized. Instead of directly asking clients about specific features, his team delves into their lifestyle preferences—travel habits, dining choices, car ownership, and entertaining styles. This in-depth profiling helps in creating an atmosphere that resonates with the client's identity. He stresses that his role is not merely to fulfill requests but to interpret their lifestyle and propose designs that are truly applicable and enhance their experience.
The goal is to create a world-class client experience through over-delivery. Hughes believes that meticulous space planning, which prioritizes functionality and defines distinct outdoor zones (e.g., lounge areas, firepits, outdoor kitchens), precedes the actual pool design. This approach ensures that the entire outdoor environment seamlessly integrates with the client's lifestyle. The firm incorporates elements like fire features, color-changing LED lights, and acrylic windows, tailoring them to create a specific "vibe" or atmosphere rather than generic luxury. Hughes likens this to the experience of a high-end restaurant or boutique hotel, where atmosphere and feeling are paramount.
The firm is expanding its footprint, notably into the Orlando market, where it is undertaking large-scale residential projects. These include a 300-foot lazy river with unique water features and a cantilever pavilion, as well as an indoor 100-foot lap pool adjacent to a koi pond, separated by acrylic for a distinctive swimming experience. The average job cost for Ryan Hughes Design / Build has significantly increased, reflecting the growing scale and complexity of their luxury projects, which now range from $1.5 million to $3-5 million for residential endeavors.
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