Mitch Zerg speaks with a small group during an industry tradeshow.

Mitch Zerg: A Different Kind of Show Business

BY ANN PARENTI

It takes a certain type of personality and desire to be an independent representative of manufacturers, and Mitch Zerg fits that bill without a doubt. Mitch created MZA in 1985, a manufacturers rep firm specializing in products for the architectural and design community with an emphasis on hospitality design products.

It seemed to be in Mitch’s blood from the very beginning having come from two generations of furniture and showroom professionals that preceded him. In fact, his mother, Phyllis Zerg, ran a beautiful showroom in Los Angeles called Cal-Mode that was instrumental in getting him an appointment to meet with the owners of Cal-Mode to be a sales rep, and the third generation was born!

Currently, MZA represents a host of impressive brands offering furniture lines for both interior and exterior spaces, lighting, and wall décor. MZA and their Associate Reps have representation in California, Nevada, Hawaii, Oregon, and Washington. A total of 6 reps are covering these territories.

I asked Mitch to tell me some of the most recent and memorable installations his firm and manufacturers have participated in. He mentioned The Virgin Hotel, the renovation of Bellagio, the renovation of Wynn Resort, and even the new Barry’s Prime Room in the new Circa Hotel—all the properties mentioned are in Las Vegas. He then recalled some of his other favorite installations that were swanky, to say the least, like Montage in Healdsburg, California, and he loved working on the outdoor experience at the new Resort World in Las Vegas. He enjoyed the finished look of the Waldorf Astoria in Beverly Hills and The Peninsula Beverly Hills. One of the most reinventing installations was The Four Seasons in Westlake Village, California. With a territory that vast, staff of that size, and a list of clients that long, I suspect he doesn’t sleep much, but when he does, he has some of the most beautiful resorts to rest in.

I remember meeting Mitch back in the ’80s when I was just beginning my own rep firm that I opened in 1987. At one point for a moment in time, while mentoring my friend Jan Garrity who was interested in becoming a rep, we added Mitch’s products to my offering of lines. Jan went on to open and run her own very successful firm not long after that until she passed away. Mitch and I stayed friends and colleagues throughout the years and have continued to cross paths time and time again at industry functions and trade shows. One of our recent reunions was the Hospitality Design (HD21) trade show at Mandalay Bay in Las Vegas this past season. Mitch had several brave manufacturers showing, but my firms chose not to during this Covid calamity, so I went as a guest for the first time in 30 years. Since I had a little more time on my hands this time around, I got a chance to catch up with Mitch a little more and pose a few more questions to him.

Mitch Zerg

I asked Mitch how he saw the design world changing over the next five years since Covid arrived? He replied, “It will bring a new engagement in intimacy for hospitality guestrooms and public space areas. A new and fresh way of gathering will be created in commercial design, keeping comfort and social spacing forefront. A lot has already been put into play using antimicrobial textiles and wallcoverings and easily cleaned surfaces.” He then went on to say, “Our clients strive to bring comfort and peace of mind to their client’s projects, and with our help in creating more of these types of products mentioned, it can be accomplished with ease and not compromise the design concept at all.”

I then asked him what advice he would give a young entrepreneur trying to break into our field now? His first reply was, “They better have deep pockets!” All kidding aside, he then went on to say, “The next generation of reps need to be extremely social and involve themselves in as many of the industry organizations as possible. Not just as an attendee, but as a board member or a committee member to participate in whatever way they can. Also, they must always support their manufacturers by attending industry tradeshows and being present and attentive to the visitors that stop by even if the client is not from their territory.” Mitch was trying to convey that teamwork is a standard in our industry and will always be.

This unique industry takes a person with an entrepreneurial spirit, loves working with creatives, and is a bit of an entertainer and sometimes comedian. A person with product knowledge, knows logistics, and honors clients’ lead times and deadlines. They must have a heart of gold and enjoy helping others in and outside of the industry, always finding a way to smile. And that, my friends, is Mitch Zerg to a tee.