To-The-Trade S3E03 Inside DPHA, Roundtables That Build Real Trust with Phil Hotarek

To-The-Trade Episode Summary

To-The-Trade host Laurie Laizure sits down with Phil Hotarek, a plumbing and HVAC contractor and decorative showroom owner in San Francisco, who also serves as president of Decorative Plumbing & Hardware Association (DPHA). Phil explains that DPHA was created to connect the industry’s key segments, manufacturers/brands, independent reps, and showrooms, in a setting designed for real connection and practical trade education.

A major theme of the conversation is why DPHA’s format works. The showcase typically takes place in a single hotel space, so attendees can spend quality time together rather than quick hallway fly-bys. Beyond product viewing, the organization builds programming that goes deeper into category knowledge and current industry issues. Phil notes that DPHA has been making a concerted effort to connect with designers and specifiers, because they drive trends and provide frontline feedback that helps everyone upstream serve projects better. DPHA also supports that relationship with ongoing resources, such as a design newsletter and interactive educational sessions throughout the year.

Laurie calls out one highlight in particular, DPHA’s roundtable discussion. It brings manufacturers, reps, showroom owners, and designers into the same room with a moderator, and topics are submitted in advance so the conversation stays relevant and concrete. In the transcript, they discuss tariffs and broader economic pressures, and Laurie emphasizes the value of hearing how each segment is dealing with the same disruptions. The roundtable is intentionally private, making it easier for participants to speak candidly about sensitive, real-world challenges.

Phil shares how DPHA arrived at that structure, based on annual survey feedback and a consistent request for more interactive breakouts. They didn’t just put people in a room and hope for the best, they planned around the issues members most wanted to solve, and the conversations often ran long because attendees stayed engaged. Phil also mentions ongoing interactive webinars as another way DPHA keeps connection and education alive beyond the showcase itself.

From there, the episode shifts into practical takeaways that designers and brands can use immediately. On tariffs and volatility, Laurie and Phil talk about how teams present price impacts to clients, whether as a line item or rolled into pricing, and why transparency can matter even more when the change is temporary. Phil underscores that “transparency” protects trust, and he advises a more decisive product-selection phase when pricing can change week to week. The conversation also pushes for greater accountability about where products are actually made versus where they are assembled, because those details matter to both trust and storytelling.

Another key segment is relationship building that continues after the event. Laurie points out that designers get flooded with emails before and after shows, so “more email” rarely wins. She recommends brands and showrooms use lighter, more human touchpoints: QR codes instead of stacks of lookbooks, thoughtful sampling that respects how little storage space many firms have, and direct outreach through social media DMs to keep the conversation going. The transcript includes a concrete example of a brand DM’ing each designer who attended, framed as a real conversation rather than a sales push.

They also discuss product storytelling as a sales and trust-building tool, especially in decorative plumbing and hardware, where clients may see a similar-looking item at a lower price point. Laurie shares a story she heard during a brand visit, focused on engineering, craftsmanship, and early production failure rates, and how those behind-the-scenes realities help designers justify value. Phil adds a helpful lens, comparing the market to fashion, where familiarity, marketing dollars, and “fast”, cheap options influence perception, and boutique brands become a form of personal expression and long-term satisfaction.

Finally, Phil shares his goal for DPHA’s next chapter: increasing designer attendance. He names 100 designers as a meaningful milestone, and notes the 2026 showcase will be in Salt Lake City. Laurie responds with a practical outreach playbook borrowed from her work with Design Edge, proactive calling, pre-show activations, and messaging that clearly explains the value designers will take back to their businesses. The episode closes with a reminder that knockoffs and “dupe” culture are on the rise, making relationships with quality-focused brands and showrooms even more important.

• 00:01 – Welcome and intro to Phil
• 00:15 – Phil’s background, contractor/showroom owner, DPHA president
• 01:57 – Laurie’s first impressions of DPHA showcase
• 02:43 – What DPHA is, who it serves, why the format matters
• 05:34 – Hotel layout, boutique booths, and why the roundtable stood out
• 08:03 – How DPHA builds roundtables, survey feedback, interactive programming
• 10:42 – Tariffs and pricing strategy conversations
• 16:54 – Transparency, decisiveness in selections, and origin accountability
• 20:34 – Designers, brands, and why direct feedback changes behavior
• 22:00 – QR codes, sampling, storage realities, reduce waste
• 23:42 – Email overload, shift follow-up to DMs and real conversation
• 26:52 – Storytelling to support premium product value
• 30:05 – Fashion analogy: big brands, fast “cheap” options, boutique differentiation
• 39:27 – Growth goals: 100 designers, 2026 Salt Lake City showcase
• 40:23 – RSVP etiquette and why no-shows matter
• 42:04 – Outreach playbook: calls, activations, local radius strategy
• 44:11 – Dupes/knockoffs, value engineering, why relationships matter
• 45:08 – Wrap-up and goodbye