Alison Victoria Of ‘Windy City’ & ‘Battle On The Beach’ On What It Takes To Create A Highly Successful Career as a Designer
…For me, you need to fully immerse yourself and shadow someone in the industry. Follow them everywhere. Be a sponge. Learn from their mistakes. You’re going to make your own, but don’t make the same ones. The only way you’ll learn that is by watching it happen — boots on the ground. I learned more in the field than I ever did in the classroom…
I had the pleasure of talking with Alison Victoria. Alison, a prominent figure in the world of interior design and television, has become a household name through her innovative designs and engaging presence on numerous HGTV shows. As the founder of Alison Victoria Interiors and Briefly Gorgeous Productions, she has left an indelible mark on the industry, combining her passion for design with a keen eye for storytelling.
Born and raised in Chicago, Alison Victoria’s journey into the world of design began at an early age. Growing up in a bustling household, she found herself constantly rearranging furniture and redesigning spaces. Her mother, an avid DIY enthusiast, was a significant influence, often reupholstering furniture and making draperies, which inspired young Alison to explore her creative instincts. This early exposure to design laid the foundation for her future career.
Victoria’s formal education began at the University of Nevada, Las Vegas (UNLV), where she initially studied psychology before transferring to the interior design program. During her time at UNLV, she gained practical experience through internships and jobs in the design and hospitality industries. Her break came when she was hired as the youngest designer at Christopher Homes, a luxury home builder in Las Vegas. This role provided her with invaluable experience, designing high-end residences and eventually leading the expansion of the company’s design center in Park City, Utah.
In 2001, Alison launched her own consulting firm, Alison Victoria Interiors, with offices in Chicago and Las Vegas. Her client list quickly grew to include high-end boutiques, resorts, and private residences. Notably, she served as the creative director for the Silverton Casino Hotel in Las Vegas, overseeing a $160 million expansion. Her innovative approach and attention to detail helped transform the casino, earning her the Rising Stars of Business award from the Las Vegas Business Press in 2011.
Victoria’s television career began with a serendipitous opportunity as a ghost designer on the DIY Network’s House Crashers. Her dynamic presence and design talent soon led to her becoming the first female host in the Crashers franchise with Kitchen Crashers. For nine seasons, she captivated audiences by surprising homeowners with extravagant kitchen makeovers, completed in just a few days. This role solidified her reputation as a formidable force in the design world and paved the way for her subsequent ventures on HGTV.
Her flagship show, Windy City Rehab, premiered in 2017 and follows Victoria as she renovates vintage homes in Chicago, blending her skills as a developer and designer. The series has been a resounding success, attracting millions of viewers and earning high ratings. It showcases her ability to breathe new life into historic properties while preserving their architectural integrity, contributing to the revitalization of entire neighborhoods.
In addition to Windy City Rehab, Alison has appeared on several other HGTV shows, including Ugliest House In America, Rock the Block, Battle on the Beach, Ty Breaker, and Flipping Across America, and Kitchen Crashers. Her versatility and expertise have made her a sought-after mentor and competitor, further cementing her status as a prominent figure in the industry.
Victoria’s design philosophy is characterized by a blend of vintage, glamor, and modernity. She is known for creating glamorous, modern interiors that reflect her clients’ unique personalities and lifestyles. Her work extends beyond residential projects; she has designed high-end boutiques, luxurious resorts, and even the Christmas décor for the White House.
Alison Victoria’s entrepreneurial spirit led her to establish Briefly Gorgeous Productions, a company dedicated to producing unscripted television with a focus on authenticity and vulnerability. She aims to bring real stories and emotions to the screen, challenging the superficial nature of traditional reality TV. Her mission is to create compelling content that resonates with audiences and provides a deeper understanding of the human experience.
Outside of her professional endeavors, Victoria is actively involved in charitable work. She collaborates with Habitat for Humanity on their ‘The Women Build’ campaign and supports various community organizations, including the Chicago Refugee Coalition. Her commitment to giving back to her hometown of Chicago is evident in her hands-on involvement with local initiatives.
Victoria’s personal life is as dynamic as her professional one. She splits her time between Chicago, Las Vegas, and Los Angeles, balancing her busy filming schedule with her love for travel, Pilates, and fashion. Her passion for design extends to textiles and fabrics used in luxury brands, and she often draws inspiration from her surroundings, whether it’s the boutiques of Paris or the streets of Chicago.
As she continues to innovate and inspire, Alison Victoria remains a trailblazer in the world of interior design and television. Her journey from a young girl rearranging her bedroom to a celebrated designer and TV host is a testament to her passion, perseverance, and unwavering dedication to her craft.
Alison, it’s a delight to meet you. Before we dive in deep, our readers would love to learn about your personal origin story. Can you share with us a story of your childhood and how you grew up?
Alison: So I grew up in the John Hancock on the 45th floor in downtown Chicago. One of four kids and my dad worked as a public defender at the time. The four of us were raised downtown and then we moved to a city suburb in Lincolnwood. From there, we moved to a western suburb called Batavia and then Geneva, Illinois. We moved quite a bit. And that’s my childhood. I grew up born and raised here in Chicago until I graduated from high school in ’98. Then my mom and stepdad built a house in Las Vegas, and my little brother and I ended up moving to Vegas in ’99. It’s amazing. So yeah, childhood-wise, just city living and then a bit of suburbia. We were constantly moving around.
What led you to your career as a very successful interior designer and filmmaker, and television producer?
Alison: So I knew when I was really little that I wanted to be a designer. I would start rearranging my bedroom with my sister. She and I shared the bedroom, and my mom really loved interior design. She would always reupholster the cushions on the dining chairs or make the draperies. She made our dresses. My mom always dressed us in Laura Ashley dresses growing up, and I remember I hated them. So I would rip them apart and turn them into pillows and bedding. I just always knew I loved it. When I was about 11 or 12, my best friend Britt and I were in her bedroom, and I said, “We should redo your room.” So we ripped up the carpet, painted the floors peach, and redesigned the whole space. I just knew that was my love in life. I was really fortunate to figure out what I loved and wanted to do at a young age. That really helped me beeline it to my career in design.
I started at UNLV studying psychology and then transferred to the interior design program, which later became accredited as a school of architecture. I was at UNLV for about seven years. It took me a long time to graduate, but I worked the entire time. I ended up getting a job, an internship, through the director at the school of architecture. I worked for an interior designer and also in the restaurant industry when the Venetian Hotel first opened. I was a hostess with the mostest. Vegas was a really fun time in ’99, it was booming. I learned so much about the business by working with this designer: how to work with clients, how to invoice, do purchase orders, meet with reps, and select fabrics. I really immersed myself fully into that role because that’s exactly where I wanted to be. Even though I was studying architecture, I wanted to focus heavily on interiors.
While in Vegas, I did some convention work and modeling work. On one of my jobs, I ended up meeting this guy who owned a huge building company that built luxury homes. I wanted so badly to work for that company, Christopher Homes, because they were building very luxurious semi-custom homes. I told him that was my dream, and he said, “Well, when you graduate, call me.” So I graduated, called him, had an interview, and he hired me. I became the youngest designer at Christopher Homes. They started to expand their company to Park City, Utah. Because I was young, not married, and had no kids, I could travel freely. So I did. I would go out Monday through Friday to Park City to start the expansion there, building the design center and model homes.
And then working with all of these clients, I started hiring a team out there and hired an assistant. I’ll never forget because I hired my assistant, Erin, and she was flying into Vegas to train with me. I had just finished reading this book called The Six Secrets of Six-Figure Women. Don’t ask me how I got the book, but somehow I did, and I read it cover to cover and decided I was quitting my job. One of the chapters in the book was called “Letting Go of the Ledge.” It was about letting go of the security blanket of a steady paycheck and insurance. I thought, OK, it’s time. I was 22 and decided I wanted to start my own interior design firm.
So I walked into Chris’s office and told him I was going to quit. But I said, “I’m not going to leave you high and dry because I have so many clients right now. It’s really hard to transfer those files to another designer. Things get lost in translation, and then you upset these very high-end customers who are doing custom builds. I didn’t want that; I didn’t want to burn any bridges. So I’m going to stay and finish my jobs no matter how long it takes. But you need to help me because I’m going to start my own business.” And we did. He ended up getting me my very first client, which was amazing and kind of kickstarted my business.
Soon after, I started to get the keys back from a lot of the clients I had built houses for. They wanted me to make their homes beautiful. They said, “OK, we got the keys back, but we want you to do everything else now.” I had that opportunity, and my business just kept growing in Vegas. But I knew I wanted to get back to Chicago. I wanted to go home, I wanted culture and community. At the time, I felt like Vegas didn’t have it. So I went back to Chicago, started doing private design for clients there, got an apartment, and really wanted to make it home. It was going so well until 2008, when everything came crashing down. Everything I had worked so hard for was lost, and I felt kind of lost too.
Then, I got this random call from the president of the Silverton Casino in Las Vegas. He had read about me in a magazine called H&D, which had done a feature on me. He said, “I read about you, and we’re doing a $160 million expansion at the casino. I’d like you to design it.” So I flew out, and we just ran with it. For years, I was designing this resort.
And while designing it, I became ingrained in the fabric of this place. I was eating there every day and sleeping there. So, I noticed things I didn’t like, like inconsistencies with uniforms, menu items, and the rooms needing a makeover. I started to help the president as a kind of headhunter, finding the director of food and beverage. He said, “I’d love your help finding the director of marketing.” At that time, they were outsourcing their marketing.
I thought long and hard about it and told him I had the perfect person for the role. We met in the high-limits lounge, and I said, “OK, I have the perfect person.” He asked, “Who?” I replied, “Me.” He said, “You’re nuts. You have no background in a hotel or gaming.” I just said, “What’s the worst that could happen right now? You’re spending a ton of money outsourcing it. Let me put together the best possible team, bring everyone in-house, and let’s put Silverton on the map. Let’s bring in a younger demographic and make this fun.”
He took a chance on me, and I became the creative director of the Silverton for almost five years. I did it all — designing the spaces, the new rooms, the gaming promos, uniform design, and the menu design. I came up with a wine-tasting event like One Drunk Puppy, a big wine event at the casino with all proceeds going to a local animal shelter. That program is still going today.
We really turned the whole place around and put it on the map. I learned so much. I was still designing at the time, had private clients, and was going back and forth to Chicago while being the creative director at the casino.
Then I randomly got an email from a production company out of Sacramento. They wrote to a bunch of different designers and said they were looking for a designer in Chicago interested in being on a TV show. I wrote back immediately, saying, “I’m your girl.” They replied that they’d love to meet me and my team at one of my projects. At the time, I was designing one of the beautiful penthouses at the Trump Tower in Chicago.
The producers came out, met me and my team, and said, “You’ve got the job. We love you.” I asked what that meant, and they explained, “You’re going to be a ghost designer, which means we’re not going to pay you much, you won’t be on camera, and you won’t get any credit for this.” Most people would say, “Forget it,” but I was like, “Yes, I’m doing it. I’ve got to take a chance here.” I was young enough, and it was a stepping stone, so I said yes.
I ended up being a ghost designer for a show called House Crashers on the DIY Network. I was a nervous wreck. Then they asked me if I would be on camera. They said, “We never put ghost designers on camera, but we feel like you’ve got something. We want you to be part of the team.” I was literally the most nervous I had ever been, but I said yes. We did it, and it was amazing. Four days of shooting and designing.
Then the production company asked if they could follow me around for a while to see what I do in life. The cameras followed me as the creative director at the casino and as a designer who owned her own firm. They pitched me to the network, saying they wanted to do a show about my life.
They came and met me at the casino, and I remember that day because I wrote down on a napkin what my life looked like. I put myself in a circle and stemmed off all the things I had going on. I told them, “This show just doesn’t work. I’m honored that you even thought of me, but it doesn’t align. I think it will confuse viewers, even though my life makes sense to me. I don’t think it will make sense to other people. They’ll be like, ‘Wait a minute, what does she do?’” So I regretfully declined.
Then one day, I found myself watching the show I was on, on the DIY Network. It happened to be a marathon of the Crasher franchise: House Crashers, Bath Crashers, and Yard Crashers. I was watching for hours and realized they were all hosted by men. I thought, where are the women? So, I called the network executive and said, “I have an idea. What if you make me the first female crasher, and I do kitchens?”
It happened so fast. A month or two later, they said, “That’s it. You’re the new crasher. You’re doing a TV show.” I was like, what the hell? So, I started filming the first season of Kitchen Crashers in Las Vegas. I never quit my day jobs. I was still the creative director at the casino and still had my own design firm. I never thought it would last more than one season. It was cool, but I didn’t think it would make it. Then they picked up seasons two and three at the same time. I thought, oh shit, this is really happening.
I still didn’t quit my day job. I kept doing everything. Eventually, I asked the show if they would consider moving Kitchen Crashers to Chicago. They said yes, and I ended up leaving the Silverton on the greatest terms. The president is still not only my mentor but one of my best friends. I moved to Chicago and started my life there. Eventually, I ended up doing two seasons a year, one in Vegas and one in Chicago.
During the nine seasons of Kitchen Crashers, 113 episodes later, I bought a really old brownstone in Wicker Park, Chicago. It was a short sale, and I didn’t think I would get it. It was huge, about 4,000 square feet, super historic, built in 1905, but disheveled and in need of love and help. I got the house, which was insane. I moved upstairs and started renovating the basement. I lived in it and moved around, deciding to film some of it.
The whole time, I thought this could really be a show. Kitchen Crashers was amazing but very regimented: find somebody at a hardware store, give them a new kitchen in three days. It was like Groundhog Day. I wanted to show people the reality of this business, without the smoke and mirrors. I wanted to show the good, the bad, and the ugly: living in it, not meeting budget, or not passing inspections.
I ended up pitching a show called Windy City Rehab. They loved the idea, and we started shooting a pilot, which took about a year. The pilot aired and did very well. They picked up season one of Windy City Rehab. They wanted to name it Windy City Hustle, but I said no. Hustle is not a good word for me. Rehab is. These houses take a year plus to build. They are renovations, rehabs. I was adamant about the name.
The network has been so supportive and amazing. Many of the executives are women, and they’ve done nothing but support me. My network executive at the time, Allison Page, was the president of HGTV. I told her I wanted to be an executive producer, and she said, “I’m sorry, we just don’t do that. We can’t.” I said, “Well, I don’t want to do it then. This is my show. I created it. I deserve this.”
I stood very strong, and I’ll never forget, I was on vacation in Italy when Alison called me. She asked, “Are you sitting down?” I said, “Yes.” She said, “You got it.” I was ecstatic. I deserved it. It wasn’t like, “Oh, I’m so lucky.” It was, “I deserve this.” She fought for me, and here we are, ready to make some amazing TV the right way and show the real stuff.
Season one was a huge success, and we got picked up for season two. Unfortunately, during that time, my business partner and I had a big falling out, and it was all over the media. I ended up being sued by about eight people, embroiled in lawsuits, and it was on the front page of the paper and on Good Morning America. I flew to New York to meet with the network president at the time, Jane. I told her, “I think you’re going to fire me. I’m not going to be able to give you 13 episodes. I’m about to deal with tons of lawsuits, and I don’t know what to do.”
She and everyone at the network fought for me. They said, “Let’s figure something out.” We ended up doing five episodes that were 90 minutes long, like little mini-movies, to show the truth and what happened. It was an even bigger season, but at my expense. During that season, I was crying a lot, scared, and I lost everything. I had to sell my house and my car. Everything I had built was gone. At first, I hid that from the cameras, but then I realized, what am I doing? I made this show to show the truth, and I was hiding the truth.
So, if I was going to cry, the cameras would see it. If I was struggling with my mental health, they would see it. If I was meeting with my lawyer, they would see it. They would see me fight. I decided to show everybody who I am, and that’s what happened.
We ended up with a season three that transitioned into more client jobs instead of me buying the houses myself, renovating them, and taking on that risk. No one thought we could do it, but there we were. The little feisty designer and businesswoman powering through it.
I didn’t realize until a couple of years later when people started coming up to me on the streets, saying, “You are such an inspiration. We were rooting for you the whole time. We can’t believe what you went through and the strength you showed.” Seeing people crying, saying how emotional and attached they were to me, it was like, wait a minute, I’m making something here. I’m showing people the truth, not hiding it, and they see that.
There’s so much authenticity in reality TV if you do it right. I feel like I did it right, and we continue to do it right, showing the whole truth and nothing but the truth. Here we are, Emmy-nominated, Critics’ Choice-nominated. I’m finishing season five right now. It’s one of my last few days, and I feel this crazy energy like this is my time. It’s my turn. I deserve that gold statue. Fingers crossed, because that’s in two days, and I’m freaking out.
Unbelievable. Not only are you an amazing designer and TV producer, but you’re also an amazing storyteller.
Alison: Thank you. I know I’m going fast, but I’m so passionate. Right now feels like more of a pinch-me moment than any other day in my life. Every day I wake up, I can’t believe it. I can’t believe the house I get to wake up in, the friends I have, the support system, the show, and the support. I’ve been through so much with this network. I started when it was owned by Scripps Networks, then we were acquired by Discovery Networks, and recently we merged with Warner Brothers. It continues to open up doors for me and give me opportunities to get into the development game.
I recently started a new production company called Briefly Gorgeous Productions. I think the article about it is coming out today or tomorrow in Variety. The whole world is going to know soon. I’m going to show people the truth and constantly capture those stories of authenticity for other people, hopefully giving them the support I received and showing the truth I continue to strive to show.
I know that you’re up for an Emmy, which is super exciting. And you mentioned your production company. Would you like to share any exciting projects you’re working on now or hope to be working on in the near future?
Alison: I can’t share much, there are exciting things to come, and can’t wait to share soon!
So, Alison, you’re a successful designer and business person. Looking back to when you first started, can you share five things you need to create a highly successful career as a designer?
Alison: For me, you need to fully immerse yourself and shadow someone in the industry. Follow them everywhere. Be a sponge. Learn from their mistakes. You’re going to make your own, but don’t make the same ones. The only way you’ll learn that is by watching it happen — boots on the ground. I learned more in the field than I ever did in the classroom. That was a lot in one, but maybe you got some nuggets there.
And also, feel the fear, have the doubts, and go for it anyway, because no one is going to believe in you more passionately than you. You’ve got to really manifest. I’ve always been a manifester. My boyfriend bought me a fake Emmy two months ago with my name and the category engraved on it. He gave it to me while we were on vacation in Mexico, saying, “You’re going to get it. You’re going to get nominated.” That manifestation is so powerful, not only from the people who love you but from the person who loves you the most, which is you.
I manifested all this. I said what I wanted and worked hard on it. Sometimes I would even say things in articles like the one you’re writing, and I would put it out there even if I hadn’t started it yet. Once it’s in writing, I had to do it because I said it. That was the catalyst for the shift and the change.
Amazing. So, for our final question, an aspirational one: Alison, because of your amazing work and the platform you’ve built, you’re a person of enormous influence. If you could spread an idea or inspire a movement that would bring the most good to the most people, what would that be?
Alison: I would say, invest in you. Invest in yourself. The word “selfish” is a good word. Be your biggest fan. Have those doubts, but don’t let them cripple you. Everyone says, “Oh, you’re going to fail and then get back up.” No, invest in yourself, and you will get there.
Amazing. So, Alison, how can our readers continue to follow your work? How can they support you in any way? How could they watch your show? How could they purchase anything that you’re offering?
Alison: Well, Windy City season five premieres this September. Battle on the Beach is airing now — I believe it’s every Monday night. Keep your eyes out for Briefly Gorgeous Productions because I’m about to bring you some amazing shows. Follow me on Instagram, TheAlisonVictoria, and on Facebook, Alison Victoria.
Alison, it’s really been a joy, a pleasure, and an honor to talk to you. I wish you continued success, and I hope that we can do this again next year when you’re nominated for your next Emmy.
Alison: Thank you.
OK, amazing. Thanks for your time.
Alison Victoria Of ‘Windy City’ & ‘Battle On The Beach’ On What It Takes To Create A Highly… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.