Troy Upfield founder of Chapter House Funerals located in Kew and 101 Collins Street Melbourne, was looking for a new idea and was ready to explore options. After a 23 year stint with Goldman Sachs JBWere as Head of Securities Financing, he was ready for a change. He wanted a career that would have a tangible impact and allow him to give back to the local community. Having worked as a funeral director’s assistant and hearse driver, he felt a pull to an industry with the hallmark being care and compassion - funeral service.
Troy’s wife, Liddy Upfield and family members, Elyse Knight, Tara Upfield and father William Upfield not only supported Troy’s interest but they joined with him to create Chapter House Funerals. William’s background in the funeral industry plus Liddy, Elyse and Tara’s experiences with business management, human resources and a passion for service lead them to develop an impressive funeral care model. Even more notable, at least to me, is their facility.
Per Troy " Chapter House does not feel like a traditional funeral home with intention. We use digital displays to offer options to families. The typical ‘coffin room’ can be quite overwhelming. Our space is warm, inviting and classic with a modern edge. We designed it so guests feel safe and not hurried. Our décor is unlike any funeral home we’ve ever visited."
What makes Chapter House so unique? They had the luxury and challenge of designing every bit of it. Starting with a storyboard of colours, fittings and furniture they carefully evaluated each concept. It all came together when they saw photos of the Steinway and Sons (piano) flagship store in Tokyo. The quiet elegance, warm woods and colour designs were an inspiration.
An aura of comfort embraces guests in every room. There is no official reception area. "We did not want guests to be separated from us by a desk or have to wait for a receptionist to end a phone call.", said Liddy Upfield. "We believe that details are important so we took time to select the perfect basin in the restroom, as well as the most comfortable, durable seating in every area. Our goal was to create eye-appealing spaces." Smart concept as we visually assess and judge everything within seconds!
Guests have embraced this departure from a traditional funeral home design as evidenced by their return. Families are treated to a full complement of beverages from herbal tea to scotch and can enjoy art throughout the building. Art displays are just one way that Chapter House supports and welcomes the community. Pieces have been purchased from local artists with brain-acquired injuries. Interestingly, if a guest wishes to purchase any artwork, the full purchase price is (again) passed along to the artist!
In addition to art exhibits, Chapter House sponsors local sports teams, coffees and information sessions. Theirs is a business model which invites change and a testing of new ideas. They even refer to themselves as a ‘boutique funeral home’. Chapter House’s concierge services may involve driving a family to a cemetery to make final disposition arrangements or to bereavement counselling or to a variety of other specialised services.
Many years ago, the funeral director was always identified by their name in the community. He or
she was a person of trust and part of a family business you could rely on when needed.
Corporate takeovers of the local family funeral homes had all but destroyed the local community's
funeral director. Over the last decade, the likes InvoCare and newly listed Propel Funeral partners Australia’s are the largest provider of funeral services and crematoriums with over 45% market shares , has taken over many family-owned funeral homes, this has led to years of
community engagement, trust and integrity being purchased for corporate gain.
Troy said ‘We didn't see it coming as most never think about funeral service, let alone the provider unless a loved one has passed. The amalgamation of small funeral homes took the industry away from the community while we went about our daily lives. A model I don’t believe will have the desired long term performance these listed companies promote to shareholders’.
After all, all memorial businesses share the same goals related to service, community and profitability. However it’s how the family and the dead are treated in the process that makes all the difference. ---
