DMC Names Patty Price VP of Leasing

June 22, 2021  by Laurie Northington in Executive Changes, Industry   

Price will be responsible for the leasing strategy and merchandising of the complete 1 million square foot lighting marketplace, including showrooms in the Trade Mart and the twice annual Lightovation tradeshow.

Price reports to Joan Ulrich, executive vice president of leasing. Lighting industry and Dallas Market Center veteran Laura Van Zeyl continues with the company in her valuable role as vice president of lighting technology development and marketing.

“Patty is an important and impressive addition to the team,” said Cindy Morris, president and CEO of Dallas Market Center. “She brings a unique combination of industry knowledge, relationships, and insights to support a lighting marketplace with incredible momentum. Our business is all about creating value and maximizing the buying and selling by the world’s best manufacturers in-person as well as online. Patty understands our bedrock business dynamics but also the bright prospects ahead. As we continue to innovate and create new opportunities we are fortunate to have her in a critical leadership role.”

“I’ve been closely connected with the market center for more than ten years so I’m eager to join the home of lighting and to maximize its momentum as well as identify and cultivate new opportunities,” said Patty Price. “At its core, the market center business is about product, people, and purpose. I’m looking forward to leveraging product knowledge I’ve gained from great home décor and lighting brands. As well, I’m thrilled to connect people and forge new friendships in the community of lighting. Finally, our shared purpose is working with brands to create new sales channels and drive growth.”

Lightovation is the largest residential lighting trade event in North America and features the latest styles and innovations from hundreds of manufacturers. Each year thousands of decision makers from lighting retail showrooms visit the one million square foot lighting marketplace in Dallas. In addition to serving the retail buying community, many lighting showrooms also serve the interior design community. Thousands of designers visit Dallas Market Center each month.

Price joins Dallas Market Center after decades in the business of sales and marketing. From 2010-2018 she served as Executive Vice President with Arteriors Home and was responsible for sales teams, agency relations, showrooms and tradeshows. During her tenure at Arteriors she developed the retail lighting channel including opening a showroom at Dallas Market Center. In 2018, she joined Global Views and Studio A|Home as Vice President of Sales, which included oversights of key accounts and e-commerce as well as the private label programs, the field sales team, and revenue from showrooms across the country. She also led initiatives to develop the contract hospitality channel.