Ann Squires Ferguson on Bar & Restaurant Design That Drives Experience and Revenue
In this insightful episode of the Post Shift Podcast, I sat down with Ann Squires Ferguson — CEO and Senior Interior Designer at Western Design + Build — to unpack the intersection of design, strategy, leadership, and business clarity. Ann’s multi-disciplinary background and leadership journey underscore how thoughtful space design and intentional business reflection can transform not just buildings, but the very experience of the people who work and gather in them.
Engineering Creativity: A Unique Business Lens
Ann’s path to leading one of Victoria’s most respected design and build firms is anything but ordinary. With an academic foundation in Electro-Mechanical Engineering and Interior Design, she combines technical precision with artistic vision — a rare blend in any discipline. After joining Western Interior Design in 2013 and taking the reins as CEO, she’s guided the firm through growth and strategic evolution, expanding the team and refining the company’s integrated approach to design and construction management.
She applies the same disciplined thinking behind systems and builds planning to organizational strategy: clear objectives, collaborative execution, and alignment around purpose. That’s how spaces aren’t just “built” — they’re designed to work for the people who use them.
Designing for Experience & Operations
One of the most fascinating parts of our conversation was peeling back how interior design and build strategy matter to hospitality operators on multiple levels. Ann recounted how Western’s projects — from restaurants and hotel interiors to fitness clubs and community spaces — start with deep listening to client needs. It’s not about making something that looks good; it’s about shaping spaces that optimize flow, efficiency, and guest experience.
Her philosophy resonates with hospitality teams because both industries prize function informed by experience. Whether it’s traffic flow through a restaurant, kitchen visibility, bar service sightlines, or staff circulation, great spatial design can up-level service, reduce friction, and reinforce brand identity.
Leadership with Purpose & People Centeredness
Ann also brings a human side to leadership. Beyond technical skill, she spoke candidly about how relationships, trust, and long-term commitment drive successful outcomes. She values deep, honest communication with her team and clients — fostering collaboration that carries through from concept sketches to final construction.
Her involvement in organizations such as the Greater Victoria Chamber of Commerce and her advocacy work in the design community reflect her belief that business success and community contribution go hand in hand.
Design Thinking Meets Business Clarity
She drew parallels between the clarity needed in a build project — clear scope, shared vision, resource planning — and the clarity needed in business strategy. For hospitality operators, this is a powerful lesson: whether you’re crafting a cocktail menu or redesigning your service floor, clarity starts with asking the right questions:
What problem are we solving?
Who are we designing for — guests, staff, both?
What constraints do we have — space, budget, timeline?
How do we measure success beyond aesthetics?
Ann’s approach reframes design as strategic problem-solving, just as business clarity requires intentional reflection and structured planning.
A Model for Hospitality Leaders
Hospitality professionals — especially those thinking about renovations, concept overhauls, or long-term growth — can take a lot away from Ann’s perspective:
Think holistically: Great design and great service are inseparable when guests remember an experience.
Plan with rigour: Systems, process, and clarity of intent prevent chaos during execution.
Lead with people first: Teams perform best when leadership makes room for creativity, ownership, and trust.
Design for use: A beautiful space that doesn’t serve operations isn’t effective — in hospitality, flow matters as much as form.