How it Works

Anyone who has lived through a remodel can appreciate that the project can take on a life of its own and become a force to be reckoned with. Messes are made, emotions run high, and costs escalate. But in the end a vision is realized. It’s not that much different with the annual Showcase Home—but instead of the typical three-sided triangle of homeowner, contractor, and design professional, you have a more complex organizational chart of homeowners, a contractor, a steering committee, and interior design professionals—as well as countless artisans, craftspeople, and suppliers. All of these professionals work together for nine months to create and recreate nearly every room of a private residence so it can play host to more than ten thousand guests during its four-week run.

Like a well-directed stage production with a roster of actors, set designers, costumer makers, and lighting and sound technicians, the Showcase Home project pulls together an impressive group of local interior design professionals and the related trades of woodworkers, painters, fabricators, electricians, plumbers, landscapers, concrete workers, paper hangers, tile layers, faux finishers, decorative painters—not to mention the countless pieces of furniture and decorative furnishings from local showrooms and retailers that become the finishing touches for the tour. So, you may still wonder: When are decisions made? Who does what? When does it all happen? And, who pays for all of this? Here are the answers.

May 2005: One Year Out
As the crowds began to flow into last year’s Showcase Home, located in Minneapolis’s Kenwood neighborhood, the committee had already begun their search for next year’s home. The first prospect was just a block away—the famed Mary Tyler Moore house on Kenwood Parkway. The house was dated, in disrepair, and on the market. The Showcase Home steering committee took steps to find a way to create financing and make a run at purchasing the home in partnership with a remodeler. But another contractor, who had visions of his own, purchased the home. In the following months, the steering committee conducted eight drive-by visits during their scouting period and arranged four walk-throughs before selecting the early 1900s Cotswold-style home and lakeside cottage located on Lake Minnetonka’s Wayzata Bay.

Eight Months Out
Once the home is selected based on specific criteria (see sidebar), the steering committee works with the owners to establish the priority spaces of the home; this year, the kitchen, guest suite, master suite, and lakeside cottage were chosen for massive overhauls. Though most of the furnishings used for the tour won’t stay in the home once the tour is complete, anything applied and built into the home stays. So the foundations of each room must meet the needs and likes of the homeowners. Contracts are signed, and wheels are in motion. These detailed conversations include setting budgets for each space, establishing color palettes, and generating a prime directive that sets the tone for the home’s overall décor that is respectful of the historic context of the house and meets the approval of the homeowner.

About two weeks later, an open house for prospective interior designers and sponsors allows them to tour the home and bid on which rooms they would like to design and contribute their time, money, or product. There are always more designers interested than spaces available, so priority is given to those designers and firms who have contributed to past Showcase Homes as well as other ASID Twin Cities Chapter projects and committee work. Once the designers are selected, key members of the steering committee each manage five design firms representing five of the twenty spaces in this year’s home. Since neighboring spaces all need to work together—and play off each other—to create a décor scheme that flows, the steering committee manages all of the separate design firms and is the unified voice that communicates with the homeowners. Tour guests often remark on flow and typically respond more favorably to Showcase Homes that have a more consistent approach from room to room. But it’s also important that designers are allowed some creativity to showcase their work, since their time—as well the cost of any materials used that aren’t part of pre-approved budgets—are absorbed by the designer. The steering committee keeps a detailed file of every detail of every room. In the event of a question from the contractor or a neighboring designer, the answer is at the committee’s fingertips.

Seven Months Out
Once selected and assigned to their space, designers have one month to submit concept boards to the committee. Boards include design renderings, paint chips, fabric swatches, carpet samples, pictures of key pieces of furniture, as well as photos of accessories such as lamps, mirrors, or even artwork. The committee reviews the boards before presenting them to the owners. If a designer is asked by the committee to make revisions, they have one week to make the necessary changes.

Six Months Out
Boards are presented to the homeowners. Thankfully, this year’s owners basically loved the concepts. They liked the look as well as the price—both critical steps in keeping the project on schedule. While designers have been creating décor schemes, the committee has been working with the homeowners and contractor to prep the house. The committee was fortunate this year in that the owners have a second home in Florida and wouldn’t be displaced. In past years, most families have had to relocate locally to be able to maintain careers, community commitments, and keep children enrolled in their schools. This also means having the homeowner’s furniture and furnishings stored (at the owner’s expense).

It is also during this time that the contractor begins the discovery process. And with older homes, it’s a wild card. The Lakeside Cottage, for example, had problems with mold and asbestos. Older homes also typically have issues that past renovations have hidden, such as where key support beams or load-bearing walls are located. This can make for drawing, redrawing, and redrawing plans by the interior designer. And all this time is donated while juggling their paying clients.

Four and Five Months Out
While the home is under construction, the committee focuses its efforts on marketing and event planning. There are shuttles buses to organize, chef demos to schedule, sponsorship commitments to ink, and collateral to produce—all in time for the March print deadlines for the publication you are holding in your hand.

Three Months Out
During February and March, construction is wrapping up and painters, woodworkers, and cabinetmakers descend on the home. On a typical day in March, it’s not uncommon to see a dozen vehicles in the driveway as workers maneuver around each other to gain access to key entry points in the home. As finishes are applied (like wood floors and tile), the steering committee needs to orchestrate who is doing what—and where. There are days when no one can get to the second floor because floor work on the first floor impacts access. Last year, a painter needed to use a ladder to enter the second floor so he could keep his work on schedule.

One Month Out
The home is scheduled to be complete by April 15, meaning all surfaces and finishes are in place and designers await delivery of furniture and furnishings. But as in any project of this magnitude, something will be delayed. The combined experience of the steering committee and key suppliers creates a tour de force that is ready to handle almost anything. Though the group may be exhausted, they are pros, and these final weeks are when the fun begins. The concept boards become a reality as each room falls into place. Furniture is placed, window treatments are hung, and accessories are carefully adjusted. These finishing touches are when the personality of the rooms take shape. And even though the designers have a good handle on their space, once items are delivered and set they may notice that they need a rug, or an additional pillow, or a splash of color.

May 2006
Twelve months after the process has begun, you might not know you were in the same house. The designers can finally take a breath, and the homeowners have the opportunity to see all new furnishings in their home. In fact, they may choose to purchase a few pieces that suit a space perfectly. As opening night approaches, windows are cleaned, carpets are vacuumed, and tables are dusted—to make everything just right. And the steering committee? They’re starting to exchange calls about houses for next year.

Got What it Takes? The ASID Showcase Home steering committee, which represents interior designers, marketing and special events professionals, and industry partners, weighs key elements when selecting a home for its annual tour. Here’s what they look at: Location, location, location. Does the neighborhood have mass appeal? Is it easily accessible? Will 10,000 people be able to find it? Does the home have historical interest? It needn’t be on the Historic Registry, but the home itself should have a presence, a history, distinct architecture, and hold a place in the community.  Can it hold enough people for the opening night party? Opening night is the time for celebrating the completion of the project, to thank sponsors, congratulate the participating interior designers and craftspeople, and honor the home and its owners. Inability to accommodate hundreds of people can be a deal-breaker. Does the home need a new kitchen and new bathrooms? Though virtually every room of a showcase home is redesigned by participating ASID interior designers, kitchens and baths are popular spaces that draw attention. Tour guests are looking for ideas for their own projects—hence tile, appliances, fixtures, surfaces, and other details take center stage. These are rooms that guests look to for new ideas. Can the homeowner afford a remodel? Contrary to popular belief, homeowners don’t get all this goodness for free. Though there are benefits—and deep discounts—there are still significant costs to the homeowner.