Marketing Strategy

Entry Point to Princeton University

Durell’s Staff

Chip Durell’s Bio

Office in Historic Homes

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These stories by Barbara Fox was published in U.S. 1 Newspaper on

December 9, 1998. All rights reserved.

Chip Durell: Builder and Shaker

by Barbara Fox

A hard hat labeled "Durell" sits on the center

hall table next to the vase of fresh flowers and the framed print

of Edward Hicks’ "Peaceable Kingdom" painting. On the wall

of the graceful staircase are giant framed photos of a Gothic-style

dormitory at Princeton University and various Philadelphia hospitals.

In a room to one side of the hall, behind French doors, a

subcontractor

is tough-talking the estimator, trying to renegotiate terms: In spite

of his pugnacity he is having minimal success. From the back of the

building, from the CEO’s office, the big booming voice of Edward

Clifford

Durell III fills the building.

Durell has just moved his office from one historic building, Beatty

House, and has taken temporary space at 230 Nassau Street in the

former

Gloria Nilson house while he looks for another historic building to

complement his antiques.

The new spot, preferably, will be outside of Princeton Borough.

"Parking!

Zoning! Lights! No lights!" he can be heard exclaiming on the

telephone, in protest against the borough’s notorious restrictions.

"Chip" Durell comes from an impressive heritage — five

generations of Philadelphia master builders — and, at age 50,

is warming up for his busiest year ever. His signs seem to be

everywhere.

Durell Builders/Construction Managers is building the Miele Appliance

headquarters, designed by Michael Graves, on Route 1 North, and it

is supervising the renovations of Princeton Borough Hall. The firm

is rehabbing one building at Lawrenceville School and getting ready

to build another. It is renovating two buildings at Princeton

University

and doing preconstruction on a third.

Though Durell anticipates going from $25 million in 1998 to $40

million

in 1999, in 1993 he dipped deeply into the red. He did not file

bankruptcy,

but he dissolved the family firm (founded in 1891 by his grandfather)

and reorganized under a new name. Relentlessly confident at this

crucial

time, he is sticking to his game plan: Promote and protect your

reputation

and take setbacks in stride.

Is his attitude confidence? Or arrogance? That is in the eye of the

beholder.

Says an admirer: "Chip is very impatient. He believes in

doing

things and getting them done — and that’s exactly what you want

in a builder. He’s a man of action."

Says a detractor, "If a self promoter is someone who toots his

own horn, Chip Durell would be the whole brass band."

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Marketing Strategy

Marketing platitudes do flow easily from Durell, a natty dresser who

drives a silver Jaguar. He almost always has his game face on. Often

he sounds like a coach giving the pre-game peptalk. "We’re

different.

We’re very different," says Durell, citing the tag line of his

brochure: "We make the difference." But for him to score one

of the coveted "preferred contractor" slots at Princeton

University

required more than just talk.

"We’re real good, fast track, on budget. We service them,"

says Durell, and most people agree with that analysis. Princeton

University

chooses its construction managers based on interviews rather than

by taking bids on finished drawings. Settling on a maximum guaranteed

price results in better pricing and fewer surprises, says Eugene

McPartland,

Princeton University’s vice president for facilities. The university

does reward contractors who unfailingly meet deadlines. When you need

the dorm to be ready in September, punctuality is at least as

important

as cost.

Much of Durell’s recent work has been in Palmer Square: the Lindt

rehab of the Nassau Inn’s Greenhouse restaurant, Mediterra, various

estimates on development plans for the Nassau Inn. Historical projects

that he likes to refer to include renovations on the Edgar Allen Poe

house in Philadelphia and shuttering the windows at Morven. At

Princeton

University he did a massive two-stage renovation of Forbes College

and rehabbed Guyot Hall. At Princeton Theological Seminary he

renovated

the McKay campus center dining hall in the space of two summers. He

also did the skating rink at Princeton Day School.

Durell’s current construction projects include work for Federated

Department Stores (a Macy’s in the Lehigh Valley, a mall in

Montgomeryville,

Pennsylvania), the Noyes Building at Law-renceville School, eight

departments at the Memorial Hospital of Burlington County, Mercer

Street Friends’ Village Charter School in Trenton, Princeton

University’s

Dillon Pool and Henry Hall, and Pottery Barn at MarketFair. The firm

has just completed work on a Sterns department store in Wayne. It

is the owner’s representative/construction manager (not

the general contractor) for the renovations to Princeton’s Borough

Hall.

The plum project for now, of course, is the Michael Graves Architects

(MGA) building for Miele Appliances North American headquarters. It

is bright yellow and blue on Route 1 North next to Novotel. On Friday,

December 11, Durell will stop work on the site long enough to host

a holiday luncheon, catered by Mediterra and Witherspoon Bread

Company,

with international Miele executives in attendance. Robert Fahr, an

associate at MGA, says the architect and the owners wanted to have

a local builder so their project would not get lost in the shuffle

and that the work has been "uneventful."

Next up for Durell: a major renovation of Princeton University’s

landmark

Blair Hall.

Eighty percent of marketing, Durell agrees, is who you know.

"Marketing

depends on your name and reputation. You know how the Princeton people

are," he says. "If you have a good name and solid reputation,

you are sought after to work for national clients. But it’s hard to

get on a list if you don’t know someone."

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Entry Point to Princeton University

His pivotal first job at Princeton University actually resulted from

another contractor’s too-high prices for the renovation for Edwards

Hall. William Wolfe, an architect who is now among Durell’s admirers,

had designed the renovations for the 100-year-old Edwards Hall, and

he disagreed with the estimates provided by the contractor that the

university was planning to hire.

Durell quoted lower numbers and got the contract, which ran from 1983

to 1985. "Durell’s numbers were extremely competitive," says

Wolfe. "He gained a lot of favor in my eyes because his numbers

confirmed our estimates. He was trying to get his first university

job and in the process he certainly saved my credibility."

"I brought him on another job (the addition to the Recording for

the Blind and Dyslexic building on Roszel Road) because of essentially

the same circumstance," says Wolfe. How can Durell succeed using

the lower numbers? "One can only conclude that he is good at what

he does," says Wolfe.

Another entry point for Durell has been to start small. He competed

for the job of building a library at Lawrenceville School but did

not win. "He stuck with it, and got some smaller jobs, and now

he is doing our large work," says Bill Ehret, director of

facilities

at Lawrenceville. Starting in 1984 Durell restored the chapel,

constructed

an entrance gate, did various dormitory restorations, and renovated

an office space. The large projects were renovating the old Noyes

science building to be Hillier-designed classrooms for the history

department, and — next year — constructing the new Juliet

Wilson music building.

"Their track record of finishing jobs on time without sacrificing

quality of the product was a factor in their selection," says

Ehret. He is careful to add that he has had similar good results from

another family-owned firm, Princeton Avenue-based V.J. Scozzari &

Sons.

The small jobs (renovate a lobby, put down cobblestones for a walkway)

can help keep an old client happy. "He is very willing and able

to do the small but critical jobs as well as the major capital

jobs,"

says the university’s McPartland.

Durell also has a reputation for clean worksites. "A job that

he does is always immaculate. He was good about walking through a

building and picking out those things that weren’t quite right,"

says Frederic "Rick" Lansill, vice president of Princeton

Theological Seminary. "He was fastidious about everything."

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Durell’s Staff

Contributing to Durell’s credibility are conscientious people in his

firm, which employs 80 people full-time in the summer, 40 people in

the winter, and 18 of those stay mostly in the office. (Multiply his

payroll by a factor of 20 and you come up with a figure for how many

subcontractors’ workers are on the jobs at any one time.)

Wolfe remembers the hurricane force winds that threatened Edwards

Hall when the roof was open to the elements. The crew tied tarps over

the building but Wolfe and Henk Bleeker — Durell’s project

superintendent

— were out in the storm, hauling on the ropes, keeping it

together.

Bleeker is one of several employees who have stuck with Durell for

a number of years and, with 25 years here, is the most senior. Robert

A. J. Linson (senior project manager), John Kuhn (project

superintendent

for the Miele building) and Regina Canty (controller) joined in the

1980s. Alan C. Meyer, a civil engineer from Cornell, is vice president

of estimating and a director of the firm.

Roland C. (RC) Massimino can also talk a game plan. He joined the

firm in 1988, is vice president of construction and operations, and

owns 25 percent of the business. He is the son of the basketball coach

at Villanova, and he played for his father in the 1985 championship

game when Villanova beat Georgetown by one point. He and

his wife recently moved to Princeton with four-year-old triplets and

a two-year-old.

But make no mistake. This is Chip Durell’s team, run his way. The

spirit is Chip’s, says Wolfe. "He’s a very strong leader. It is

his optimism, his positive attitude, his insistence on moving forward.

It is a company small enough to completely reflect his

personality."

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Chip Durell’s Bio

In high school in Doylestown, Pennsylvania, Chip and

his late brother Richard B. Durell were football stars. Chip was

All-State

first team running back, and Richard, two years younger, was All-State

first team defensive end. Chip had a football scholarship to the

University

of Richmond, where he played tailback and wide receiver. He also ran

track and won a state medal for the quarter mile. Richard followed

him to the University of Richmond but encountered severe health

problems

(colitis and a rare form of diabetes, among others) and had to leave

school.

After graduation Chip Durell spent one season as a wide receiver for

Philadelphia Eagles under coach Mike McCormick. "I went in as

a free agent and made the team, but I didn’t play as much as I

wanted,"

says Durell.

Durell maintains a serious training schedule despite business and

domestic chores, which include pre-dawn feedings of a newborn baby.

He swims a mile a day at an outside pool in the summer, and at

Princeton

University’s pool in the winter. He runs three or four miles a day,

three days a week. In the summer he plays tennis and in the winter

takes some tennis lessons. He does not do weights ("they add too

much bulk and stiffness"), and he does not play golf.

After he left the Eagles in 1972, he went to work for his father’s

firm, continuing a tradition (according to the company history) that

dates from 1820, when William Durell was a carpenter in New Jersey.

Charles Durell founded the first company in 1891. His son, Edward

Clifford Durell Sr., (Chip’s grandfather) graduated from Williamson

Trade School (an eminent institution for future builders in Delaware

County, Pennsylvania) and joined the Carpenters’ Company of

Philadelphia,

a historical society with the exclusivity of an old-style country

club; it governs the historic Carpenters’ Hall building.

Edward Clifford Durell Jr. (Chip’s father) went to Lafayette College

and joined the firm in 1935, when the name changed to Edward Clifford

Durell & Son. According to company documents, "The firm was the

premier builder for the City of Philadelphia and expanded into the

private sector."

Chip Durell and his brother Richard were the third generation of the

Durell family to be members of the Carpenters’ Company, and until

1978 they worked with their father. "My father used to say, `One

bad job is worth 100 good ones.’ That meant," says Durell,

"always

do quality work, even at the cost of losing your profit, to make sure

a job is perfect, to maintain your name and reputation. That’s why

we don’t bid too much work; we negotiate 90 percent of our work."

Durell turned his relationship with Eagles owner Leonard Tose into

a three year contract for stadium skyboxes. In 1978 he bought a 17th

century farmhouse in New Hope. Burgess Lea, now a 40-acre estate,

was granted to the original owners by William Penn, and the Durells

represent only the third family to have owned it. The building is

on the National Historic Register. "You have to duck once or

twice,"

he admits, "but it’s worth the duck, let me tell you — for

the quality of the house, the beauty, the smell, the odor from the

fireplace. It’s 300 years old. It’s built up great character. You

can’t get 300 year-old character out of aluminum studs and aluminum

siding."

Also in 1978, Edward Sr. handed off the firm to his sons, avoiding

what most say is the major hazard for family-owned construction

businesses,

failure to transfer power. He retired and moved to St. Michael’s on

Maryland’s Eastern Shore.

Chip Durell’s first child, Lauren Alexis, was born in 1983. Two years

later Edward C. Durell IV ("Quartie") was born; both are Hun

School students.

It hit Chip Durell hard when his brother was fatally injured in a

car accident in 1983. And his father died just this fall. When you

ask who he turns to in moments of crisis, he says, "Myself. I

pretty much turn to myself."

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Office in Historic Homes

By the early ’80s Durell had started working at Princeton University.

In 1994 it moved its headquarters to Beatty House on Vandeventer

Street,

built in 1780 and now owned by the Princeton Historical Society.

Now Durell is in temporary space at 230 Nassau Street. The antiques

in his office/conference room include a grandfather clock and an

antique

carving of an cigar store Indian. On one wall are framed pictures

of three Durell generations — grandfather, father, and his late

brother — together with the certificates of their membership in

Carpenter’s Hall, the prestigious trade association that dates from

Philadelphia’s colonial days. High, near the ceiling, large framed

certificates flank two black-and-white portraits of a beautiful woman,

who turns out to be his wife Kimberely. A color picture of her at

the beach, plus a snap of their six-week-old daughter Kelley Lynn,

lean against the window.

Durell tried to buy 12 Stockton Street, recently vacated by the

Secondary

School Admission Test Board. Coincidentally, that is the temporary

home of Princeton Borough’s government, and Durell is the "owner’s

rep" for the Borough Hall renovation. He is careful to point out

that he is not the general contractor. "We are not running

that,"

says Durell, disavowing the various problems that the job has had.

His efforts to buy 12 Stockton got mired down in a zoning battle.

Residents didn’t want the historical area zoned for offices. "Now

we are looking at historical properties between here and

Lawrence,"

says Durell.

If living in an antique house is esthetically pleasing, having an

office in a historic house also works as a silent advertisement for

a construction firm that seeks to rehab other old buildings. The

patina

of a well-used building also conveys a certain prestige that plays

particularly well in the Princeton market, where showy is bad and

old is good. "The furniture we have, and the family like we like

to be, need a place with charm and character, with individuality,"

says Durell.

Most agree that Chip Durell himself is very charming, but that he

is also a character. You don’t want to be the subcontractor who didn’t

meet your deadline. "Delicacy is not his strong suit," says

an architect who has worked with him. But perhaps his most significant

trait is his rallying power.

In 1993 and 1994, probably the worst part of the building recession,

when developers and contractors were falling by the wayside, he had

to reorganize his company. As Durell recalls it, a Philadelphia client

defaulted on a major job, and other clients failed to pay in full.

He was in the middle of the Hillier-designed Luce library job for

Princeton Theological Seminary, and that project was behind schedule.

"We just liquidated, sized down, and kept going. We got

reincorporated in the state of New Jersey," says Durell. "Whatever

we got paid, we paid our subcontractors."

"He honored his contract," says Lansill of the seminary.

"Then he came in as a bidder to complete the job and we were

extremely pleased with that."

It wasn’t the only job that ever had problems, but because of the

legal reorganization it was the most public. "Every contractor

has had that experience," says Wolfe, the architect. "I know

for a fact that Chip has lost money on large jobs, and he bounces

back."

Bouncing back may be, in fact, what Durell does best. "Always

there are difficult moments, jobs that have problems. But I’m a

fighter,"

says the former Eagles player. "If I lose a game or two, I bounce

back the next month. If I lose, I come back tomorrow and win. I never

lose sleep. That’s the way I am. I’m an athlete. You start with the

playback films. You gotta come back and win next Sunday. Every day

is a new day."

Durell Builders/Construction Managers, 230 Nassau Street,

Princeton 08542. Chip Durell, owner. 609-683-0903; fax, 609-683-5488.


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