Presenting

Feature 26 August | 2021 showing off for Show Houses A lthough flowers enhance any room with pizzazz and personality, that is not the focus for Steven Mandel. Like a Dumbledore-like wizard from Harry Potter movies, Mandel is busy fielding calls and conjuring possibilities for award-winning decorators across the country who want to be part of the many show houses he organizes each year. Mandel finds and negotiates not only the real estate for these big-ticket events but also the sponsors, with the help of his right- hand publisher Janice Browne. Mandel is the CEO of Hudson One Media, which produces Galerie and Aspire Design and Home magazines. His company is producing the inaugural "Galerie House of Art and Design" show house, created by style setter and Galerie magazine founder Lisa Fayne Cohen, in Sag Harbor, N.Y., which is open for four weeks, through Sept. 6. e shingle- style estate is being renovated by Michael Derrig—who counts chef Ina Garten as a client—and features decorators such as Richard Mishaan, Sara Story and Elizabeth Gill. "e decorators normally choose the florists to accent their designer rooms," Mandel explains. In rarer cases, sponsors recommend florists, as well. Show houses are a big business these days—as well as marketing opportunities for decorators, artists and florists. It is not uncommon for more than 20,000 people to walk through a show house to marvel at the fabulously decorated spaces. Typically, the public buys tickets—the proceeds from which benefit a worthy charity—and the attendees get to see the work of promising and famous designers from the region. Devoted fans of designer show houses plan to attend well in advance because many of these events sell out. Regarding the financial arrangements for florists, Mandel says, "Rarely do florists get paid unless they have a relationship with the interior decorator, who may pay them. Florists should think of their involvement as a great marketing opportunity." But how do florists then get more bang and enduring impact from this marketing investment? Here are some ideas. First, to get involved, Mandel suggests that florists learn the names of show-house organizers in their region. Call them, and offer to create flowers for a luncheon prior How florists can get their work into designer show houses and elsewhere. By Jill Brooke

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