Behind Market: How High Point Became Interior Design’s Ultimate Business Catalyst

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Each April and October, the unassuming city of High Point, North Carolina, undergoes a dramatic transformation. While Instagram may paint the scene in curated snapshots of velvet sofas and gallery-worthy vignettes, what unfolds behind the scenes is actually a finely tuned operation. For many designers, High Point is a critical driver of business development, brand visibility, and creative reinvention.

At the center of this transformation is Tammy Covington, President and CEO of the High Point Market Authority. Her leadership has been pivotal in redefining Market from a trade event into a strategic cornerstone for design professionals.

“We like to call ourselves the Disney World for designers because you have that sense of awe every time you walk into some of these spaces,” Tammy remarks with a knowing smile. “But it’s also the exact right [place and] time to invest in your business.”

In a recent episode of the Design Dash podcast, Tammy offered her unvarnished perspective on the mechanics of High Point Market and revealed how savvy designers can use it not only as a sourcing destination but as a platform for business expansion, professional visibility, and industry influence.

The Evolution of an Industry Icon

High Point Market traces its roots back to 1909. For nearly a century, it functioned without centralized leadership. “Until 2001, there was no one really connecting the dots,” Tammy explained. “Different parts of the city and industry managed bits and pieces. It was working—barely—but the guest experience wasn’t cohesive.”

That began to change with the formation of the High Point Market Authority. Tammy, the second person ever hired to the organization, now oversees everything from strategy and logistics to the all-important guest experience. “How you feel at Market determines whether you come back,” she said. “And if you don’t come back, your business misses out.”

From Retailer Playground to Designer Powerhouse

Historically, High Point Market was a destination for furniture retailers. Designers were often an afterthought.

“When I started going in 2006, it felt like we weren’t really welcome,” podcast co-host Laura Umansky recalled. “Today, going to market as an interior designer feels very different. Now, it feels like the show was made for us.”

That shift was no accident. “We started noticing more designers showing up and realized we had to evolve,” Tammy said. “They needed better access, education, and engagement. So we built a Market that could deliver that.”

Today, interior designers comprise roughly 60% of the buyer base.

Making the Most of Market as a Designer

But how can designers move from passive participants to making the most of Market? According to Tammy Covington, this change starts with a mindset shift: show up as a business owner, not just a buyer.

First, Plan Like a CEO.

Treat Market like you would a major client project. Tammy’s top advice is to leverage the MyMarket planning tool on a desktop well in advance. “The phone app is great on-site, but the real planning happens before you leave your office,” she says. 

The desktop version allows designers to browse brands, build a strategic itinerary, and ensure their trip aligns with firm-wide goals—whether that means identifying new vendors, attending key educational sessions, or meeting with existing brand partners. 

“It syncs with the app,” she adds, “so you map out your goals and schedule first, then execute on the ground.”

Second, Schedule for Discovery.

While planning is essential, so is leaving space for the unexpected. “Leave half a day—or more—just to wander,” Tammy urges. Discovery isn’t just about stumbling across a beautiful new piece of furniture. 

It’s about serendipitous meetings, uncovering emerging brands, and making creative connections you didn’t know you needed. Savvy designers build in time to revisit standout showrooms, walk less-traveled routes, and absorb inspiration at a slower pace.

Third, Ride the Bus (Seriously).

It might sound unconventional, but some of the most valuable insights at Market come not from a showroom floor, but from the shuttle ride between stops. Tammy herself frequently removes her name tag and rides the red line just to listen. 

“You hear the most unfiltered feedback from designers on the bus,” she says. “Listening to that guest experience is so key for me.” For designers, this is a chance to chat with peers, exchange honest takes, and spot logistical pain points—not to mention catch a breather during a packed day. 

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What Else is Market Great For?

Market as, well, Marketing

Designers are increasingly turning High Point into a brand-building stage. “We share a lot of that provenance on social media,” says co-host Laura Umansky. “And I’m always surprised at how many of our current clients will DM us, tell me more… are you watching us go shopping? But yes they are. And they love it.”

Clients aren’t the only ones paying attention; vendors do, too. “Be active on social media,” Tammy advises. “Brands really notice that. They’re watching.”

She also suggests asking showrooms for meetings with their creative teams. “You walk away from that showroom with a story you can pass on to the client… That lifeline to those stories is through the designer.”

Business Building in Real Time

Education is a much larger part of High Point Market in 2025. “Retailers come to see product,” Tammy said. “Designers want to learn, grow, and get inspired.”

To support that, Market has expanded its educational programming well beyond CEUs. From pricing strategy to tech tools, client management to trend forecasting, the agenda is curated to reflect how real design firms operate today. We know that all too well at DesignDash; our team has led tours, hosted podcast recordings, and offered workshops at High Point.

Of course, learning isn’t just limited to seminar rooms.

A newly announced partnership with the National Kitchen and Bath Association (NKBA) signals a broader, more integrated vision. “Designers are working whole-home now,” Tammy explained. “If you’re not expanding into kitchens and baths, you’re leaving money on the table.”

Bringing NKBA’s expertise and product presence to Market reflects the way firms are evolving. For designers, it means fewer silos, more collaboration — and the opportunity to build entire home environments in one place.

High Point as Community

But beyond the programming and product launches, what keeps people coming back is the connection. “There are designers who call each other their Market family,” Tammy said. “You come here, you find your people, and you leave recharged.”

Even first-timers are quickly swept into the fold. “I love watching someone see a brand in person for the first time,” she said. “The energy, the awe — it’s contagious. That spark never gets old.”

Market is where relationships deepen meaningfully—not just with brands, but with peers, mentors, collaborators, and clients. Dinners turn into deals. Shuttle rides turn into collaborations. This is creative kinship, as corny as that might sound.

Why Now More Than Ever?

The industry is facing headwinds — economic uncertainty, shifting consumer behavior, evolving business models. But that, Tammy argues, is exactly why showing up matters.

“Consumer confidence is not where we want it to be… But this is the exact right time to come to High Point… It is the time to invest in your business.”

Market gives us the chance to refine, recharge, and reimagine. “You’re going to learn something, meet someone, or discover something that changes your business,” Tammy added. “But only if you show up.”

And if the logistics feel overwhelming? Ask.

“Call our office. We answer every phone,” she said. “We’ll walk you through planning, registration — even which shoes to pack. (Hint: it’s always sneakers.)”

Let’s Get to the “Point”

High Point Market is no longer just a trade show. It’s a business accelerator, a creative revival, and a chance to see the future of design—and your place in it. “We get six days to get it right,” Tammy says. “And for the designers who show up ready to grow, it’s worth every minute.”

Need more than six days of inspiration, community, and business building? Join the DesignDash Community. 

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Written by the DesignDash Editorial Team
Our contributors include experienced designers, firm owners, design writers, and other industry professionals. If you’re interested in submitting your work or collaborating, please reach out to our Editor-in-Chief at editor@designdash.com.