How they did it: Designer Showhouses generate $1 million+ in revenue

Atlanta Homes & Lifestyles, a magazine dedicated to the local luxury housing and design market, has created an innovative events strategy, starting with the venue: The ticketed event takes place in a high-end spec house where designers and product suppliers show off their work and wares.

Elizabeth Ralls, president of Buckhead Crown Media which owns the Atlanta-based magazine,  said their two Designer Showhouses are the key reason the has been able to continue publishing in print 12 times a year.

Ralls bought the 43 year-old company in 2024, after serving for 12 years as editor and then publisher, when its founder decided to retire.

Today, according to NPB estimates, the events strategy generates more than $1 million a year, with significant margins.

Here’s how they did it.

Leveraging relationships to build a mansion

The concept began as a marketing partnership with a local builder, who lends a spec house for the project, in return for the premium designer decor, foot traffic and major publicity.

“Our association publisher, who has been here for all 43 years, has a great relationship with local builders and they see the value of having high-end custom product in their homes,” she said, as well as being introduced to the thousands of qualified guests who come through over the course of the 4 weeks.

Everything from the garage doors, to the windows, plumbing and surfaces are supplied by sponsors – the magazine’s advertisers – at cost or heavily discounted.

“We go pretty nitty gritty. Sometimes we’ve had a generator sponsor,” Ralls said.

Designers and product suppliers team up to create rooms

In each of the two annual showhouses, every niche and cranny is crafted by one of 20-plus professional designers who pay a participation fee, and using cutting-edge, and often new-to-market products supplied by sponsors, and purchased at cost or a deep discount by the builder.

“It acts like a pop-up shop. Our cabinetry providers are working with our stone purveyors to do something exciting and first to market, ” Ralls said.

“They are working to bringing things that are new to Atlanta, that no one has seen before that is exciting to the trade.”

The product sponsorships for just the one showhouse bring in $500,000, tied to advertising in the magazine, Ralls said.

Ticket sales add up

Both members of the trade and curious consumers pay $45 to tour the mansion from Tuesday to Sunday, for four weeks. The Southeastern Designer Showhouse alone generates between $175,000 and $200,000 in ticket sales, Ralls said.

There are also pop-up shops supplied by local entrepreneurs. A farmhouse Orchid pop-up shop sells orchids that populate the house, for example, and another designer hosts a Table Top decor demonstration.

And then there are the upsells: Attendees can buy extra tickets to specialty events and classes on site, also supplied by local entrepreneurs on a revenue share.

These mini-events include pickleball ($220 and hour for four players), a “Moonlight and Magnolias” opening party ($225), wine-tasting and cheese pairing ($145) from a local winery, and a “Spring Sip and Stroll” ($80).

A local charity is a critical partnership

Part of the funds go to a local beneficiary, Hope Heals, whose volunteers staff the house during the four week event, and which makes attendees buying tickets feel good about the splurge.

“We rely very heavily on their volunteers,” Ralls said.

Tour of kitchens, too

Another unique event created by the magazine is the Atlanta Tour of kitchens.

“I would say the kitchen and baths industry is probably our largest category at the magazine,” Ralls said.

These advertisers leverage their own relationships to persuade clients to open their houses up on a Saturday or Sunday for tours, and a good cause.

About 600 people buy the $60 ticket to get the wrist bracelet and map for a self-guided two-day tour across the Atlanta metropolitan area. Most visiting about half of the kitchens on display.

Sponsors account for the rest of the revenue, including the 8 kitchen design sponsors, and plus sponsorships of everything else from the kickoff party, to wristbands to the booties attendees wear to protect the private homes from heavy foot traffic.

In this case, too, a portion of funds goes to a beloved local charity, OpenHand, that helps staff the event.

Conclusion

NPB estimates that the two Designer Showhouses alone pull in more than $1 million a year in gross revenues for Atlanta Homes and Lifestyles, while helping fund a valuable local cause providing a world-class experience for the trade and locals.

Compared to a typical home design expo, this model has critical advantage:

• There is no venue fee, since the builder supplies the house and product installations.
• It’s a more experiential and exciting way for designers and product suppliers to showcase their work – and a rare opportunity for the trade and consumers to see products inside a home.
• The staffing requirements are met the local charity, who is also a benefactor and gains exposure to a high-end community.

Many thanks to Elizabeth Ralls for sharing these unique events with other members.