Showrooms: not just for show

Beauty, they say, is in the eye of the beholder, and never is that more true than when hosting an event. Whether it’s throwing a lavish wedding, a small intimate gathering or a gala dinner, those seeking to create that perfect event want to get a very clear sense of the space they’re attempting to create. While event companies’ websites give some idea of what’s on offer, many prospective clients these days are seeking an all-inclusive online experience. 

Providing that has required embracing the digital realm, which for some includes offering virtual showrooms. Even for those that focus more on the in-person experience, having a robust online presence is essential to remain competitive, and marketing departments must focus on a whole range of digital promotions to bring in new clientele. Event production companies have addressed these challenges in various ways and in this article, we’ll look at the different approaches taken by three companies.

Embracing digital challenges

Event Source has five design centers across the country, with another three slated to open in 2024. The principal center is a 75,000-square-foot facility in Cleveland, Ohio. “Our digital showroom serves as an important initial step for many of our clients, allowing them to explore our product offerings from the comfort of their own space,” says Event Source’s brand and content marketing manager Lindsey Saxon. “We’ve noticed that a significant portion of our clientele prefer to conduct their business strictly online,” she says. “While some clients use the digital showroom as a starting point, many find the convenience and efficiency of online ordering to be their preferred method, with no need for an in-person visit.” However, Saxon adds that there are some customers who “value a more visual and personal approach, often choosing to visit our physical location. Offering both [online and in-person] options ensures that we effectively serve the needs of all our clients.” 

Chair-Man Mills Corp. has five showrooms across Canada, with its headquarters in Toronto, Ont. Director of marketing Janice D’Souza says the company is focused more on its in-person showrooms but notes that having an online presence is also important. “We appreciate the convenience of showcasing our products online,” she says, “but a significant portion of our clients highly value and crave the option of visiting our showrooms in person.” D’Souza explains that’s because Chair-man Mills believes events are “all about in-person collaboration and human connection. In our in-person showrooms, clients come in with a vision and they leave with their dream brought to life. It’s an emotional journey as they can walk around our products, sit down on the sofas, feel the textures of linens and discover products on our shelves in real time.” That experience, she says, can’t be replicated online. 

At the completely other end of the spectrum is A1 Tablecloth Co. in South Hackensack, N.J., which has only a virtual showroom. However, unlike Chair-Man Mills and Event Source, which cover a variety of event products, A1 deals only in linens. To this end, the company has its singular showroom “hub” says creative director Jimmy Onello. “Within that hub are options for an indoor and outdoor event space that a user can work in and customize as they see fit,” he explains. A1’s virtual showroom showcases its vast array of linens and is set up in much the same way as an in-person showroom “if we had one,” Onello adds.

But although A1 doesn’t have in-person showrooms it has virtual indoor and outdoor event spaces that are not limited by the square footage of a brick-and-mortar building or confined to a particular location. These fully customizable online spaces are pre-populated with table linens and generic event props, “to give our users a starting off point,” says Onello. Customers then have the option of creating an event space from the ground up. “Users are also welcome to create an event space from scratch using the indoor or outdoor spaces provided,” he explains.

Seasonal rotations

Whatever methods each company uses to draw in clients, managing their spaces and rotating products is also an important part of ensuring customer satisfaction and retention. At Chair-Man Mills, each showroom across the country is carefully tailored to regional preferences, D’Souza says. “Within our showrooms, we showcase a comprehensive range of products that cater to the diverse needs of our clients in the event rental industry,” she explains, adding that includes everything from table settings and linens to furniture, tents, drapery and more. “We update and rotate the display of our showrooms seasonally, which allows us to introduce new and innovative product offerings while also providing inspiration to our clients for their upcoming events.”

At Event Source, each location has a team of event consultants and marketing managers and has “similar products grouped together for easier accessibility,” says Saxon. “Additionally, our design centers feature curated displays of specific trends in tabletop and furniture settings throughout. While we don’t display our entire inventory, which consists of over a million products, a majority of our items are showcased. Clients are encouraged to visit and browse in a manner similar to a traditional retail store.”

With rotating products, Saxon says the existing rental inventory remains constant and is always available for viewing, but the company’s showcased items undergo a quarterly rotation “to align with the changing seasons and upcoming trends.”

At A1, new showrooms are also created seasonally three to four times a year, says Onello, “to give our users new ideas or inspiration.” In addition, new products are always being added to the collection along with event props “to make a cohesive pairing,” he says. The technology behind these virtual showrooms has been rapidly evolving and A1 is currently in the process of upgrading their online showroom with one that is “cleaner, faster and more user friendly.”

Staying on trend

This delicate balance of deciding what products to include as well as their timing also requires some sense of what new trends should be embraced and when products should be retired from a company’s inventory. At Event Source, Saxon says those decisions are based on “market research, customer feedback, seasonal relevance, product performance, space efficiency, trend analysis, cost-benefit analysis and sustainability.” When the company does its quarterly rotations, that’s when items are removed “that no longer meet quality standards or are out of style,” she says.

For A1, Onello says it depends on the trend. “Trends with the likelihood of a long life have a much higher probability to be added, not just to the showroom, but to our inventory as well. When we remove something from our inventory, it’s either because the vendor has discontinued a product or it has been determined that the shelf life of the product has expired.”

At Chair-Man Mills, inventory encompasses both classic and contemporary options and its showrooms are also curated based on market research, “the evolving needs and preferences of our clients, as well as new products,” says D’Souza. She adds that while the company occasionally phases out certain items, “our focus remains on timeless and classic styles that transcend time. This approach empowers our clients with versatile options and guarantees that our event rentals are always in sync with the latest industry developments.”

But no matter what style trends come and go, it’s clear that online showrooms are a consumer trend that isn’t going anywhere any time soon. Event companies must continue their efforts to adapt because in this industry, not only is the customer always right, increasingly, they are online. 

Kelly Hartog is a freelance journalist in Los Angeles, Calif.

SIDEBAR: Social media showcasing

In addition to creating virtual showrooms, many event companies are also embracing social media as a highly effective advertising platform. “We leverage social media as a tool to showcase our locations by producing live content that highlights our seasonal and quarterly transformations, live demonstrations of creative table settings and captivating ‘FOMO’ (fear of missing out) content that entices viewers to experience our offerings firsthand,” says Lindsey Saxon with Event Source. 

Janice D’Souza says Chair-Man Mills’ approach to social media is “about fostering a sense of enchantment, similar to what we aim to achieve at our events.” She explains, “Social media bridges the gap between the online and in-person experience. It’s not just about putting our products in front of our audience’s eyes; it’s about making our community part of the process. We believe that building a connection with our audience is as important as showcasing our range.”

A1 Tablecloth Co. has recently hired a new marketing manager, Vincent Philip, who has been growing the company’s social media presence. “When I first came here, social media was not being used to its fullest potential,” says Philip. “We have since taken a lot of steps in developing a larger social media presence on Facebook, Instagram and especially LinkedIn. We found with LinkedIn we are getting more in-depth inquiries and we’re using it more to educate and share our expertise rather than solicit new clients.”