LAS VEGAS— In the lead up to the Winter Las Vegas Market, running January 22 to 26, International Market Centers realigned sales and marketing teams handling that show and the major buildings that are central to the market in High Point NC. Executives told HOMEWORLD BUSINESS® that the changes involved would focus resources and enhance the value proposition it offers the home furnishings industry.
In essence, IMC has reorganized the operation so that its exhibitors have a single point of contact for both shows dedicated to their business sector and buyers have a unified source communicating about services that support their market participation.
Under the new organization, Dorothy Belshaw will continue to act as IMC president of gift leasing and will assume the role of chief marketing officer. Scott Eckman, who had been executive vp/marketing and furniture leasing, will become president of the home décor leasing unit and assume the additional title of chief strategy officer.
Belshaw told HomeWorld Business that the IMC reorganization provides a more direct means of working with exhibitors and serving buyers, as well as making presentations at the shows more coherent.
“We looked at creating an account management stream instead of a campus- or market-oriented stream,” she said. “Now, there is a single touch point and strategy for tenants, and we can create more strategic and efficient partnerships. Home décor and furniture are closely aligned, so it makes sense they now are in single business unit. Certain types product are gift oriented rather than specifically home décor, whereas some small décor items are better suited to the gift environment.”
The reorganization also will support relationships between IMC and its customers, Eckman pointed out, as the company helps them align their market participation more strategically.
“It’s about improving the customer experience and making sure they are in the best position to be successful: focusing on managing accounts at a high level of service. Whereas before customers were working with multiple people in leasing, now they have one person to find the location at market that is best for them,” he said.
Belshaw noted that one of IMC’s ongoing concerns is ensuring the Las Vegas and High Point visits its customers make are relevant to their present needs. So, by looking at exhibitors in a new way and placing a greater emphasis on putting them in spaces in either or both cities where they have the best chance of drawing the visitors they want, IMC is better serving its tenants and attending buyers as well by helping everyone make the most of time spent.
Eckman added that IMC has an established strategic imperative to better serve buyers particularly in
their planning and post-market activities related to the shows. To that end, exhibitor organization is important, but so is the marketing function in that it allows IMC to reach out and offer its services to buyers between shows.
Belshaw added that, in the unified organization, getting information out about market planning tools, industry education and other support services will get new emphasis as IMC seeks to become more of a 365-day a year resource. IMC views digital marketing initiatives as a means of targeting
promotion and information more
efficiently and plans to bolster its online communications efforts.
Under the new organization, management responsibilities have shifted throughout the operation to help IMC meet its goals.
Karen Olson, svp/marketing, will continue to supervise marketing strategy and implementation for High Point and Las Vegas Market, but simultaneously, working with and reporting to Belshaw, she will develop and implement new digital strategies. On the leasing side, and also reporting to Belshaw, IMC has promoted Terence Morris to svp/gift and trade show leasing. He will supervise all Las Vegas Market gift-specific permanent showroom and gift and home décor exhibit leasing in the temporary Pavilions space, reporting to Belshaw.
Julie Messner and Ryan Mahoney will lead the new home furnishings business unit, reporting to Eckman. As svp/furniture and home décor leasing, Messner will continue to manage traditional furniture accounts with additional new responsibility for all home accent and accessory accounts, high-end and designer channel home furnishings and the Las Vegas Design Center as well as the twice yearly Showtime Fabric Market in High Point and all temporary trade show leasing in that city.
Promoted to svp/furniture leasing, Mahoney will assume overall responsibility for furniture and bedding accounts in both cities, in addition to his current responsibility for temporary furniture leasing in
Las Vegas.
Lee Hershberg takes on the new role of vp/home décor leasing and Las Vegas Design Center, reporting to Messner. In that capacity, Hershberg has responsibility for key account performance within the business unit as well as for daily management of the design center.
In addition, Rhonda Jackson, director of leasing, will expand her scope of responsibility by assuming management of trade show leasing in High Point, with Laura Price, Angie Nelson, Susan Beck and Grisselle Perez reporting to her.
