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High Point Reflections
November 30,
2012 by in UnCategorized 
By Home Furnishings Business in on December 2012
Samson Marketing CEO Kevin OConnors tenure as chairman of the High Point Market Authority was a time that saw plenty of changes at the key venues where furniture retailers do their own shopping.
OConnor, Samson Marketing CEO, who just passed the Market Authority chairmanship to Doug Bassett of Vaughan-Bassett, took time to talk with Home Furnishings Business about how he sees High Point in particular and the furniture market landscape in general these days.
Looking back on his time as chairman of the High Point Market Authority, OConnor gave a lot of credit to former HPMA President Brian Casey for bringing the furniture industry together around the show and securing city and state funding for the event; and improving buildings and services.
We needed someone from outside the industry ¦ who brought the constituents of market together, and Brian did that, OConnor said.
PREMARKETS COMEBACK OConnor also was a driving force behind the resurgence of Premarket. A critical point came in 2009, when the Las Vegas Market held its second show of the year in September.
There were a number of us who felt like because of the economic climate and the changes in manufacturing, especially on the case goods side, the whole premarket (concept) had fallen apart, he said. People werent sure they could get ready for premarket, and the retailers really reacted, saying it wasnt worth their time.
I thing the organization of getting what started with 15 key manufacturers ¦ when (Las Vegas) threw their market on top of us, we made a decision to introduce product only at High Point Market. That was a turning point in retailers deciding where they needed to go. ... We put a stake in the ground, and to me that was one of the key elements in bringing back High Point Premarket.
He added that while the Market Authority plays a huge role, the vendors recognized at that point that its their market.
The key vendors taking ownership and putting their money where their mouth is, that was the turning point, OConnor said. The fact that 150-plus important retailers show up for this event proves this is a meaningful event. The (vendors) who sponsor this promise to one another and their customers to make it market-ready.
A STRONG TEAM Moving forward, OConnor said that Tom Conley, who took over from Brian Casey in August last year as Market Authority president and CEO, brought a different set of skills to the table.
Hes a professional trade show analyst who collaborates and will take the market to its next level, OConnor said, adding praise for other Authority staff. One of the great things I saw occur during Brian and Toms transition is the contribution of Tammy Nagem (HPMA COO) and Cheminne Taylor-Smith, who handles PR and marketing, really stepped up. These women stepped up to the plate, were there every moment, and are the backbone of the organization.
Weve created a nice, successful plan for the executive committee. Doug (Bassett) is a vibrant, young, very bright guy who works well with people. With his D.C. experience, hes uniquely politically oriented to understand and deal with our relationship with Raleigh. We have a nice mix on the executive committee now: John Bray (of Vanguard) is back; Mike Huber (Belfort Furniture), one of the leading D.C.-area retailers; John Gunter (Jordans Furniture). Weve brought on the design part of the business, which is probably the fastest-growing part of the high-end market.
COMMON GROUND International Market Centers big ownership stake in Las Vegas and High Point, OConnor believes, will be good for both markets and good for the industry.
It eliminates some of the us and them mentality, and I think thats a good thing. You also have a financially viable owner in High Point, he said. I think Tom Mitchell, in particular, has done an outstanding job in making (Vegas and High Point) not an either/or proposition; Bob Maricich is well-respected in our industry. Its no longer an argument.
In trying to make its real estate investment in both cities more viable, IMC could make both markets better.
The point Im making is that the buildings arent in conflict, and the (High Point) Market is not owned by the real estate interests, OConnor said. The citys done a marvelous job in not only providing funding, but also services. The Market is the equivalent of multiple Super Bowls in terms of economic impact on the state.
You cant go to a convention center and and set up with poles and drapery and have the furniture look like it does in the home. At Market, we can create an environment that shows what the retail presentation should look like. With the size of the showrooms, you can afford to inspire retailers on how to stimulate their customers.