Quarry Hill Consulting X the SF Decorator Showcase
In 2017, Hilary Sessions and Quarry Hill Consulting served as Head of Public Relations for the San Francisco Decorator Showcase, bringing a comprehensive, strategy-first approach to one of the Bay Area’s most celebrated design events. Her work went far beyond traditional publicity, integrating marketing, partnerships, digital strategy and storytelling to expand the Showcase’s reach, relevance, and impact.
At the core of QHC’s role was the development and execution of a strategic marketing and PR plan designed to grow awareness, increase ticket sales and attendance, and strengthen the Showcase’s visibility at the local, regional, and national levels.
Strategic Marketing & Audience Growth
QHC began by identifying and targeting key market demographics, including design enthusiasts, industry professionals, real estate leaders, sponsors, and philanthropically minded audiences. With clear audience segmentation in place, she refined messaging to resonate with each group ensuring marketing efforts were both targeted and effective.
A strong emphasis was placed on increasing ticket sales and event attendance, supported by coordinated campaigns across digital, print, and social channels.
Expanding Channels & Partnerships
Recognizing the power of collaboration, QHC explored and developed new marketing channels, including sponsorships and strategic partnerships. They worked to expand relationships with local real estate, design, and technology firms, helping position the Showcase as both a premier design event and a valuable sponsorship platform.
These partnerships not only increased exposure, but also contributed to the overall profitability and long-term sustainability of the event.
Public Relations & Editorial Coverage
On the PR front, QHC led efforts to promote the San Francisco Decorator Showcase on a local, regional, and national scale, securing editorial interest and positioning the event as a must-see design destination.
Her responsibilities included:
Creating and distributing press releasesa
Pitching compelling story angles to media
Coordinating press events and special projects
Cultivating relationships with editors, journalists, and industry outlets
Through thoughtful storytelling and strategic pitching, the Showcase gained increased visibility across design, lifestyle, and regional media platforms.
Mission-Driven Messaging
A key component of QHC’s work was elevating public awareness of the Showcase’s philanthropic mission, particularly its support of University High School’s Financial Aid programs. By weaving this message consistently throughout marketing and PR efforts, she helped reinforce the event’s purpose beyond design—connecting creativity with community impact.
Digital & Social Media Strategy
QHC also led the expansion of the Showcase’s digital marketing and social media presence, developing a cohesive strategy across Instagram, Facebook and Houzz.
This included content planning, messaging alignment, and increased engagement to amplify awareness of the Showcase and its associated events. Digital efforts were supported by website updates, email campaigns, newsletters, blog content, print placements, and social media storytelling.
Maximizing Exposure & Impact
Throughout the 2017 Showcase, QHC continually evaluated advertising and promotional opportunities, making recommendations to maximize visibility and return on investment. She examined new ways to increase exposure, drive attendance, and strengthen sponsor value—ensuring the event remained both impactful and financially successful.
QHC’s leadership as Head of PR for the 2017 San Francisco Decorator Showcase exemplifies her ability to blend strategy, storytelling, partnerships, and purpose—a philosophy that continues to shape her work through Quarry Hill Consulting today.
Results & Impact
QHC’s leadership delivered measurable growth across visibility, engagement, and revenue-driving channels for the 2017 San Francisco Decorator Showcase:
Significant social media growth and engagement
Instagram following more than doubled, growing from approximately 1,400 to over 3,000 followers
Instagram engagement increased by 115% through a consistent, high-frequency posting strategy
Facebook following grew to 4,500+, supported by daily posting and refreshed content strategy
Expanded digital reach and audience development
Complete website redesign improved navigation, mobile experience, and SEO performance
New email capture strategy added 250+ new subscribers, expanding the Showcase’s owned audience
Email marketing was fully migrated to Mailchimp, enabling improved segmentation, tracking, and reporting
Stronger editorial and media presence
Increased local, regional, and national media awareness through targeted pitching and personal outreach
Successful coordination of Press & Media Day, resulting in broad editorial exposure during and following the event
Increased sponsorship engagement and revenue
Developed streamlined sponsorship packages designed to clarify value and ROI
Secured new sponsorships, including a major partnership with Chairish
Strengthened relationships with design, retail, real estate, and technology brands for future growth
Clearer mission visibility
Consistently elevated awareness of the Showcase’s support of University High School’s Financial Aid program, reinforcing the philanthropic impact of attendance, sponsorship, and participation
Together, these results strengthened the Showcase’s brand, expanded its audience, and created a scalable foundation for future years, demonstrating how strategic PR and marketing can drive both creative and financial success.
How Quarry Hill Consulting Helps Designers Maximize Their Showcase Investment
Participating in a Decorator Showcase is a significant investment of time, creativity, and resources. Having led PR and marketing for the San Francisco Decorator Showcase, Quarry Hill Consulting offers designers a rare advantage: an inside understanding of how the Showcase works; from editorial timelines and media expectations to what truly drives visibility before, during, and after opening day.
We help designers think beyond the room itself, developing a strategic plan that ensures their participation translates into meaningful exposure and long-term value. This includes identifying the right story angles, preparing media-ready assets early, and aligning messaging with key Showcase milestones when editors are actively paying attention.
With firsthand knowledge of how press, sponsors, and organizers interact, we guide designers on:
How to position their room and point of view for editorial consideration
When and how to pitch media for maximum impact
How to leverage social media and digital channels to extend reach throughout the run of the Showcase
How to capitalize on press days, preview events, and sponsor activations
How to turn Showcase participation into ongoing PR, marketing, and business development opportunities
The result is a more intentional, strategic approach that helps designers maximize return on investment, stand out in a crowded field, and continue benefiting from their Showcase participation long after the doors close.