The Dallas Market Center continues to be proactive in expanding the lighting sector here.
Working hand-in-hand with our elected lighting board of governors, we have created a deliberate, data-driven audience development strategy built around three audiences: Design, Commercial and Build.
Each represents a distinct professional community with enormous influence over lighting specification and purchasing decisions. And each represents a significant growth opportunity for Lighting exhibitors in Dallas.
Here's how we are actively expanding the business of lighting — and what it means for brands showing here.
Design: Reaching the Audience That Drives Premium Sales
Interior designers and hospitality design professionals are among the fastest-growing channels in the lighting industry. According to our surveys of Lightovation exhibitors, 63 percent of lighting brands report that interior designers are a growing driver of their business — up 7 points in just two years. Hospitality design has grown even faster, with 45 percent of brands citing it as a growth channel, up 6 points year over year. DMC is leaning into our strength as an open-daily design center and leveraging that leadership to drive more traffic to Lighting showrooms.
Additional components of our outreach to designers include First Lightovation, Design + Build Day, the Design Ambassador Program and our exclusive Lighting Concierge
Commercial: Architects, Electrical Distributors and the Specification Community
The commercial channel — encompassing electrical distributors, architects, lighting designers and specifiers — remains one of the most valuable audiences for lighting brands. Architectural specification is cited by 48 percent of Lightovation exhibitors as a growing channel, and electrical distributors, while the third-ranked channel overall, represent significant volume.
That DMC commitment begins with ArchLIGHT Summit, our trade event held each September and overlapping Dallas Design Week. ArchLIGHT Summit is the fastest growing lighting event in North America, and where the full ecosystem of architectural and commercial lighting — manufacturers, sales reps, specifiers, architects, lighting designers, engineers, control experts, integrators and educators — comes together in a purpose-built environment to advance the discipline of light and engage in the productive exchange of ideas, inspiration, and commerce.
Build: Custom Builders, Remodelers and the Kitchen & Bath Trade
The Build pillar represents one of the most exciting growth opportunities for the lighting industry — and one that we think is underserved. Custom builders and remodelers influence lighting selections in virtually every room of the homes they build, yet many have historically had limited engagement with the lighting trade market. Kitchen & Bath professionals are in a similar position: they are specifying and selling lighting every day but may not consider sourcing in Dallas. DMC is changing that.
This past January, The National Kitchen & Bath Association (NKBA) hosted a popular afternoon of programming at January 2026 Lightovation — presenting its 2026 Kitchen and Bath Trends reports, hosting a panel and leading exhibitor tours. The partnership will continue to grow in January 2027, with NKBA presenting its trend forecast live at Lightovation and pursuing year-round engagement through local chapter events.
The Bigger Picture
The lighting industry is at a pivotal moment. Traditional retail lighting showrooms remain the top channel for most brands, but the channels driving growth tell a different story: interior designers, hospitality, Kitchen & Bath and architectural specification are all trending upward. The brands that win in the next decade will be the ones reaching those audiences today.
We’re making an investment with you— in programming, partnerships, media and travel incentives — to ensure that lighting events at Dallas Market Center, including Lightovation, support your business according to growth targets and audiences.
The business of light is expanding. Dallas is where it comes together.