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In Spring 2008, The Brown Cow Ice Cream Parlor had grown into a precocious and popular four-year-old on Forest Park’s bustling Madison Street.
But the business had also become a victim of its own success. With each passing day, as its popularity mounted, The Brown Cow faced dual dilemmas: long lines that spilled out the door and loud children’s parties that disrupted the experience of other patrons.
As a result, the parlor was losing would-be customers who sought an alternative spot to satisfy their dessert hankerings.
Fortunately for Brown Cow owners Matt and Connie Brown, the parlor’s long-term growth prospects had taken a favorable turn last summer. That’s when a patron who made his way to the counter ordered a double scoop of cookies and cream. Along with the dollars to cover his tab, he passed along his business card.
His name is Steve Kirsch, founder of Interiors Around You, a Forest Park-based full-service interior design and construction firm that works with both commercial and residential clients.
Kirsch could readily see the business had outgrown its space and was aware that they had plans to move into a new location. It posed exactly the challenge that Interiors Around You specializes in solving and which Kirsch has addressed in more than 20 years of experience in interior design and project management.
A Behind-The-Scenes Marvel
With ice cream, what the customer sees is the culmination of a process that occurs beyond their sight—starting on the farm and moving through a distribution process that travels from cow to cone.
In much the same way, The Brown Cow’s journey one block west from its original site along Madison was a behind-the-scenes marvel.
On May 1, after a rapid 7 ½-week renovation sprint in the space formerly occupied by Krenek’s Antiques, The Brown Cow moved into its new digs at 7347 W. Madison. The 4,000-square-foot building dates back to the late 1800s and promises to be a magnet for ice cream lovers well into the 21st century.
Explaining how it was pulled off, Connie Brown credited Kirsch’s use of superior management and people skills.
“He kept to the timeline, and was within budget,” Brown said. “It really took a lot of time and headache from my own plate. From an overall management perspective, it was a godsend to us. He was a joy to work with.”
The seamless transition—the parlor closed for only two days—provides a case study of hewing to an ambitious schedule within a limited budget, even while fostering smooth relations amid stressful circumstances.
Some of the key ingredients:
Being able to secure top vendors on relatively short notice.
That rapid mobilization capability is fostered by Interiors Around You’s great relationships with vendors, helping the project’s effectiveness and efficiency.
Having all vendors hired by and answering to the team manager makes the project operate smoothly.
The Brown Cow project called for plumbing, electrical, custom millwork, custom flooring, unique carpentry, painting and mechanical work.
“We don’t yell and scream,” said Kirsch. “We just get the job done. We’re not bogged down in minutiae, and we maintain good relations with everybody. Our focus is on helping clients make money—it’s about getting a business back open as quickly as possible and, for homeowners, helping them enhance their homes’ overall value.”
Possessing an expert and efficient budgeting process, to maximize efficiency and speed.
“Having been through this process before,” said Brown, “it was really refreshing, because what he was able to do was provide a great timeline and business plan as to how the whole renovation was going to happen.
“A lot of people’s experience in business is they are trying to endure the renovation, and they end up playing a lot of the business manager’s role,” Brown added.
That was not the case here, as IAY managed the project and kept the client informed every step of the way.
Strong leadership depth on the work crew
While Kirsch is the founder, Interiors Around You has four owners. At any given moment, then, at least one was on-site during the construction process. This meant that IAY was watching out for the company and client and keeping the project focused.
“Each business partner has true expertise in each aspect of the company - not only construction and interior design, but business management, people management and financial management,” said Brown. “This was something completely different from any other company I had interviewed. They run their small business like a big business - key to success in my book.”
'He Knew It Could Happen'
Brown was confident in Interiors Around You’s ability, based on the high-quality work she saw the firm perform for ORG Within Your Reach, at 6140 Roosevelt Road in Oak Park.
“He was really the only person I talked to who knew it could happen,” Brown said. “Whereas others said it couldn’t happen, Steve said, `I’ll find a way to make it happen. And if not, would you be open to XYZ alternative?’”
Brown said the new space is greater than she ever dared imagine, blending aesthetic appeal with functional efficiency.
“I had a vision in my head for three years, and we were not going to move until we could find a location that could function and look the way I wanted,” said Brown. “This has turned out far beyond those expectations. I cried when I walked in the door.”
And now, more customers than ever are coming through The Brown Cow’s door. During peak hours, thanks to going from one to two service lines, the shop averages 170 customers an hour, which is nearly double the roughly 90 patrons per hour, during peak business, at the prior location.
“We had a challenge, because people hate change,” said Brown. “I had to make sure that this next one, though it would never be the same as the first, had to be better in some way for our customers, not just for us. And I’ve had nothing but compliments from customers.”
The Brown Cow now seats 50 inside, and 15 outside, up from a capacity of 36 at its original site.
Customers will soon need to get re-acquainted with change: despite the increased space, demand is outstripping supply and Brown has already begun planning for an expansion to include a second party room and more seating.
In addition, Brown is eyeing how to move ice-cream production back in-house. One element she has no intention of changing: the Interiors Around You team.
“Steve had enough faith in the vision that I had, that I also could have faith in his vision,” said Brown. “I’m a pretty visionary person, and I had to trust it would turn out as great as he said it would it turn out. Steve really `got’ what I was trying to accomplish.”
Here’s The IAY Scoop:
Highlights Of Work On The Brown Cow Ice Cream Parlor
*Established a 25-foot by 11-foot party room
*Installed a wash kitchen with a three-compartment sink, dishwasher and hand sink
*Reclaimed and recycled all custom mill work from Salvage One in Chicago. The most notable example of that reclamation is a 22-foot long, 9-foot high and 3-foot deep custom-made back bar specifically designed for The Brown Cow staff.
The custom bar incorporates lighting, plumbing, and two custom chalkboard menus, as well as 140 lineal feet of three-foot custom-installed wainscoting to conceal all of the ice cream coolers and other equipment.
*Built two ADA-compliant bathrooms
*Installed all-new lighting throughout the parlor, with 23 of the 25 light fixtures recycled from Salvage One or the existing space itself.
*Re-engineered existing mechanical systems to make good use of the current equipment and contain costs while providing good service to the space.
*Relocated, by hand and piece-by-piece, 8-inch square tongue-in-groove plywood floor tiles from the rear of the building to the front floor section. This resourceful and creative use of the space also contained costs.
*Painted the entire space
*Moved major equipment from the former site to the current site, installing those pieces and re-starting them to verify all equipment was functional for opening day.
*Ripped down the existing storefront, recessing the space by 8 feet to create an outdoor seating area.
*Installed a window and door full-glass storefront
*Painted the store’s outside front facade
*Built a custom logo sign and erected it over the front door
*Through Interiors Around You’s design and project management team, met all building and health code requirements and, overall, coordinated the permitting process, village, client and vendor relations during the complete timeline.
The Brown Cow Ice Cream Parlor is open daily throughout the summer from 11 a.m. to 11 p.m. Phone: 708-366-7970. Online: www.browncowicecream.com. The headquarters for Interiors Around You is 1501 Circle Ave., Suite 5, Forest Park IL 60130. Phone: 708-277-3006.
