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Making connections for business growth

In-store events draw right people together

Terri Lee Rogers, O.W. Lee vice president of sales and marketing, introduces Diane Sparacino
Terri Lee Rogers, O.W. Lee vice president of sales and marketing, introduces Diane Sparacino, president, ASID, Orange County chapter.

Just in time for spring, multistore retailer California Patio teamed with manufacturer O.W. Lee to host the ASID Orange County chapter's March meeting at its store in San Juan Capistrano.

This unusual, out-of-the-box marketing and promotional idea turned out to be a wonderful venue where approximately 100 designers joined together to network, eat, see, touch and lounge on the latest in outdoor furniture and accessories, and learn more about these local Southern California companies, O.W. Lee and California Patio.

The in-store event provided the perfect showcase for the latest outdoor design trends and outdoor products available to the public. In addition, a speaker discussed many “Green Design” products that can be utilized in the creation of an outdoor living environment.

Bringing together manufacturers, designers and dealers for a few hours to learn about new outdoor living concepts, furniture and accessories in a showroom drenched in a sea of beautiful fabrics, filled with attractive vignettes that were accessorized with colorful pillows, soft throw blankets, umbrellas, area rugs, decorative drapes and unique outdoor accessories was rated a terrific success.

Because spring is upon us, customers are starting to think about their outdoor living spaces. The general consensus around the United States is that homeowners will continue staying at home rather than traveling and will be looking to remodel, upgrade and simply enjoy their homes inside and out.

Designers relax in deep seating groups as Sparacino conducts the ASID meeting

Consumers want and need a sanctuary they can call their own. They want a place to relax and enjoy the simple pleasures in life. Outdoor living areas provide this very individual necessity for their very own homes.

Linking people together is the first step in making the right business connections. Networking has always been a necessary marketing tool, and this was an exceptional venue to bring people together from several related industries to build awareness of all things relevant to outdoor design, furniture, products, fabrics and accessories.

Retailers can consider partnering with local interior designers, landscape architects, garden designers and builders to join forces and provide their locale with the very best in outdoor design. Collaborate with the outdoor furniture, fabric and accessory manufacturers you represent in your store to provide another resource to these new partnerships. Working together will help grow your business even in these difficult times.


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