President, HF Collection

David Norcross has been a member of the hospitality community for what seems like his entire life. His family’s journey in hospitality began with his grandmother, who started designing hotel interiors in the 1920’s. As a child, David worked in the cabinet shop and upholstery room of his father’s Northern California furniture factory, which supplied many hotels including the original Hyatt House properties. As a teen, David moved with his parents to open up a new factory in the Philippines. After finishing school, he ran quality control and soon became the Director of Manufacturing in his early twenties.

After his father sold the business, David moved to North Carolina and co-founded Mark David with his brother in 1992. A short time later, HF Collection was born. Since its inception, HF Collection has grown into one of the hospitality’s leading manufacturers of furniture & millwork.


Vice President, HF Collection

As Vice President, Kevin Norcross is responsible for driving all aspects of HF Collection’s operation, including account and project management, strategy, art direction, design and execution. He’s developed and implemented the company’s streamlined project management process with a focus on clear communication and customer visibility. And he’s extremely passionate about working with his design & engineering team to develop and launch a steady flow of new and innovative products and guestroom collections.


Regional Director of Hospitality Interiors, Gensler

As Regional Director of Hospitality Interiors, Lorraine Francis is an integral member of Gensler’s Regional and Firmwide Hospitality practice area. She is an award-winning author and widely respected within the Hospitality community. Lorraine brings to Gensler a large breadth of architectural and interior project expertise working with major and boutique hotel brands. She prides herself with creativity, collaboration, problem solving, continuous learning and innovation as her driving forces. She is passionate about her collaborative research and recent publication Biophilic Design in Hospitality on www.HumanSpaces.com .

She is an active member of NEWH. She often speaks at industry events including Green Lodging, BDwest, BDNY, HD Expo, Bitac & NEWH Green Voices.


President, Down Etc.

Down Etc. creates innovative top-of-the-bed solutions for interior designers and the hospitality community around the world. What began as Rebecca’s fascination with textiles and shapes has grown into a purpose-driven business intent on offering its clients and their guests a great night’s sleep. The Team at Down Etc. has channeled its knowledge, accumulated over two decades in the hospitality industry, into, “Roll Into a Perfectly Made Bed,” a book designed to be shared with those who make beds every day, whether for a living or for their families.

Angela Farmer

Lab Manager

Angela comes to the Hotel Design Lab with a BA in Interior Architecture and years of experience overseeing the development of a growing business. Managing the Lab synchronizes her professional background with her passion for hospitality design and client care.