Photo by Adobe Stock/Koldo_Studio
The American Society of Interior Designers (ASID) Minnesota chapter is taking a bold step to connect with designers outside the Twin Cities. In fact, plans are underway to establish a satellite presence in Rochester, a move designed to strengthen professional connections, provide access to continuing education, and build community among designers in the growing region.
Why Rochester, Why Now?
Rochester’s design landscape has shifted dramatically in recent years. Once dominated by decorators, according to Sarah Conti of SKC Designs, the city now boasts a growing number of design-build firms, established studios, and industry partners opening showrooms in the area. With the city’s rapid growth fueled by Mayo Clinic’s expansion and an influx of professionals, demand for quality design services is on the rise. “Rochester is a golden opportunity for ASID,” says Chris Schmitz of ProSource Wholesale, who is on ASID’s membership committee. “The community is growing and changing. … [This is about] having the resources to develop yourself personally and professionally, and to be able to grow your business or even potentially start a new design business down in Rochester with the need and demand that’s there.”
Building Community, Reducing Barriers
The idea for expansion originated with Conti, who saw the need to foster connection and professional support in southeastern Minnesota. For her—an ASID member and committee member based in Rochester—the satellite concept is both personal and practical. “I’m looking forward to elevating what a professional designer looks like,” she explains. “There are ways to develop your business, to grow personally and professionally. This is actually very beneficial to designers—not just from a networking point of view but also for your professional growth. ASID has so much to offer.”
Committee members echoed this sentiment, noting that geography has been a barrier for many. With in-person events traditionally held in Minneapolis, the nearly two-hour drive often limited participation. A Rochester-based hub aims to solve that, offering programming closer to home while still connecting designers to the statewide chapter.
What Designers Can Expect
The Rochester expansion is not about duplicating the Twin Cities chapter but tailoring offerings to meet local needs. Plans include:
- Educational programming and CEUs hosted in Rochester showrooms and partner spaces
- Mentorship opportunities, with options to connect virtually via Zoom
- Networking events that strengthen designer-to-designer and designer-to-industry partner relationships
- Community-specific programming that reflects Rochester’s collaborative, event-driven culture
A Measured, Organic Rollout
ASID leaders emphasize that the initiative will grow gradually. “We’re building the plane as we’re flying it,” says Cambria’s Kathy Notch, chair of the membership committee. While a physical office isn’t planned at this stage, the Minnesota chapter will oversee Rochester programming, ensuring alignment with ASID’s statewide mission. The long-term goal: a thriving, connected design community that expands ASID’s reach while strengthening the profession.
That vision is echoed by ASID MN President Holly Bayer, who highlights the momentum behind the satellite effort. “We see so much potential in creating an ASID MN satellite chapter in Rochester,” she says. “The shelter industry is robust in Rochester and surrounding communities. Our hope is to expand on the existing ASID members in the Rochester area and encourage them to take leadership roles or donate their time to creating a sense of community for the interior designers and industry partners.”
Bayer added that the chapter’s incoming board of directors will keep Rochester top of mind as they set priorities for 2025-26. “As is the case with any new project, the start can be a little slow and awkward,” she adds. “We feel confident the ASID designer members who work in the area, partnered with ASID sponsors who also want to support the Rochester market, will ultimately be successful in getting this satellite up and running.”
Looking Ahead
For ASID Minnesota, the Rochester initiative represents more than geographic expansion. It’s about accessibility, community, and elevating the profession statewide. “I’m excited to bring awareness to a new community,” says Laura Engen of Laura Engen Interior Design and another membership committee member. “The most meaningful part for me is that community piece of it.”
