The Chairish Podcast: What’s the Future of Design Events?

Released on April 9, 2024

In this insightful episode of The Chairish Podcast, host Michael Boudreau delves into the evolving landscape of design industry events with distinguished guests: Tammy Covington Nagum, President and CEO of High Point Market; Tamar Meshigian, Executive Director of Legends of La Cienega Design Quarter (LCDQ); and renowned Dallas-based designer Denise McGehay. The discussion navigates the resurgence of major design events post-COVID, the enduring importance of in-person gatherings, the integration of social media and influencers, and forecasts future trends in the design event arena.

1. Post-COVID Resurgence of Major Design Events

High Point Market's Rebound: Tammy Covington Nagum shares insights into High Point Market's recovery following the pandemic. Although not yet back to pre-COVID attendance levels, she notes a steady climb with "International is showing really strong as top 100" ([03:29]). High Point, one of America's premier trade fairs, hosts hundreds of exhibitors showcasing the latest in furniture and soft goods, drawing thousands of designers, retailers, and influencers each spring and fall.

LCDQ's Recovery Trajectory: Tamar Meshigian discusses LCDQ's progress, highlighting that the upcoming event will be their third post-pandemic ([04:14]). While operating at about 80% of pre-COVID attendance, LCDQ has adapted by moving keynotes outdoors and maintaining high engagement despite challenges. Tamar emphasizes the balance between maintaining traditional elements and innovating to keep the event relevant.

2. The Enduring Importance of In-Person Design Events

Denise McGehay on In-Person Engagement: Denise underscores the irreplaceable value of physical attendance at design events. She explains, "It's harder to sell it, to explain it, to describe the texture" ([05:13]), emphasizing the tactile experience and the ability to visualize products within a space. Denise highlights how in-person interactions facilitate storytelling and deeper client connections, which are challenging to replicate online.

3. Programming and Engagement Strategies

High Point Market's Multifaceted Programming: Tammy outlines High Point Market's comprehensive approach, balancing product showcases, educational panels, and networking opportunities. She describes it as a "three-legged stool" consisting of product, education, and networking ([16:17]). High Point continuously seeks to enhance the buyer experience, ensuring that designers and retailers find value tailored to their specific needs.

LCDQ's Innovative Programs: Tamar elaborates on LCDQ's strategies to engage modern audiences through initiatives like the Design Influencers Tour and Style Spotters ([18:33]). These programs leverage social media influencers to amplify event outreach and foster organic connections among attendees. Tamar also highlights the importance of cultivating strong relationships between showrooms and designers to enhance community engagement.

4. The Role of Social Media and Influencers

Both Tammy and Tamar acknowledge the transformative impact of social media on design events. Tammy discusses revamping High Point's ambassador program to harness the influence of social media personalities, while Tamar emphasizes the synergistic relationship between showrooms and influencers in driving event visibility and engagement. Denise adds that social media allows designers to share diverse perspectives, enriching the overall experience for their followers ([24:38]).

5. Building and Maintaining Industry Relationships

Denise passionately advocates for the relational aspect of design events. She remarks, "You cannot do design alone. You need friends that can either help you solve a problem, commiserate with you" ([37:12]). The conversations at these events foster a sense of community, enabling designers to exchange ideas, seek advice, and form collaborations. Tammy and Tamar echo this sentiment, noting the organic formation of professional bonds that are crucial for navigating industry challenges.

6. Future Outlook of Design Events

Innovations at High Point Market: Looking ahead, Tammy discusses High Point Market's initiatives to incorporate more unique and curated experiences, such as the Shop Objects subset and Vintage Vibes for antique buyers ([31:50]). These additions aim to enhance discovery and inspire designers by offering fresh perspectives and exclusive showcases.

Evolution of LCDQ Legends: Tamar reveals LCDQ Legends' commitment to keeping the event dynamic by introducing themes like Rooms in Bloom and hosting exclusive gatherings at venues like Una Casa Privada ([34:32]). These efforts are designed to inspire designers and provide them with exclusive experiences that go beyond traditional showcases.

7. Designer Advice on Event Participation

Denise offers valuable guidance for both designers and event organizers:

• For Designers:

  • Identify Your Needs: Understand your business focus and select events that align with your goals. Denise prioritizes events like High Point for their comprehensive offerings and attends selectively based on her project requirements ([37:12]).
  • Build Relationships: Cultivate strong ties with vendors and fellow designers to stay informed and supported.
  • Leverage Team Support: Utilize your team effectively to manage workloads while attending events ([22:09]).

• For Event Organizers:

  • Understand Designer Perspectives: Events should cater to the diverse needs of designers, from product discovery to business insights.
  • Foster Community: Create environments that encourage open communication and genuine interactions.
  • Adapt and Innovate: Continuously evolve programming to reflect current trends and technological advancements.

8. Conclusion

The episode concludes with a reaffirmation of the critical role that design events play in fostering community, inspiring creativity, and driving business growth. Michael Boudreau synthesizes the discussions, affirming that "community is still important" and encouraging designers to prioritize attending events that offer meaningful connections and valuable insights.

Notable Quotes:

• Tammy: "We're seeing some incremental gains. We're not 100% back to where we were pre-Covid..." ([03:29])
• Denise: "You cannot do design alone. You need friends that can either help you solve a problem, commiserate with you..." ([37:12])
• Tamar: "Community is eroding, and we are looking forward to experience something in a different way." ([27:59])

This episode serves as an essential guide for interior design professionals navigating the post-pandemic landscape, highlighting the indispensable value of in-person events in an increasingly digital world.