San Diego Stager at The Staging Collective

By Morgan Craft, Founder, Creative Director, CASA BY CRAFT. Originally published October 9, 2023. Updated October 2026.

Short answer: The Staging Collective is a nationwide membership community of home staging business owners, founded in 2023 to raise standards and accountability in the industry. I attended its inaugural three-day conference in Tampa, Florida, in October 2023, and CASA BY CRAFT is the Collective's San Diego metro member. For San Diego agents and sellers, that means your stager is benchmarking pricing, warehouse operations, marketing and design against peers nationwide, not working in a bubble.

Some rooms you remember. Some conferences, too.

What is The Staging Collective?

The Staging Collective describes itself as a community of home stagers that encourages, educates and empowers its members. It was formed by a group of experienced stagers from across the country who saw the need for higher standards and accountability in our industry. Membership is limited to one staging company per market, which makes it a collaboration rather than a competition. CASA BY CRAFT is The Staging Collective's San Diego metro member. Members come together for an annual three-day meeting and for weekly virtual sessions on strategy, pricing, marketing, design and warehouse organization.

Welcome kit from The Staging Collective with a branded cap, a spiral notebook and a conference name badge on a table

The inaugural conference in Tampa, Florida

In October 2023, I traveled from San Diego to Tampa for the Collective's very first event. Three days, a room full of people who understand what it takes to run a staging company, and a packed agenda covering strategic planning, pricing, warehouse management and performance, marketing and design. Between sessions, Tampa did its part: waterfront views, warm evenings and long dinners under the stars.

The best part was the room itself. I connected with business owners from Canada, New York and Boise, Idaho, who taught me a few things about accents and a lot more about running a business. Shoutouts to Charlotte Interiors, Upstate Roots Design, Frances Joy Staging and Modern House Staging. By the end of day three, they felt like family.

Five women wearing conference badges, standing in front of a The Staging Collective backdrop

Mirror selfie in a hotel room with a tote bag and a red tumbler before a day of conference sessions

Speakers seated in armchairs on a stage for a panel discussion at The Staging Collective conference

Black and cream tote bag and sneakers on a carpeted conference floor

View over a green coastline and bay under a blue sky in Tampa

City waterfront skyline lit up at night, seen from a balcony

What I learned from the sessions

The sessions were packed with practical expertise, and the format let everyone contribute, so I was able to share what I know with other stagers on their own business questions, too. A few standouts:

Todd and Ryan of Onstage (Portland and Seattle) led sessions on business and warehouse management.
Patrick and Anne of Step by Stage hosted with real warmth and shared straight talk on networking and staging dos and don'ts.
Melinda and Anna of St. Louis were an inspiration on social media.
Shari of Staged Above (Maryland) energized every solo business owner in the room with her nationally recognized success.

Why this matters for San Diego agents and sellers

When you hire CASA BY CRAFT, you are hiring a stager who keeps learning from others in the industry and holds herself to a standard. Staging is part of your marketing strategy, and strategy gets better when you compare notes with people doing the same work in other markets. That applies whether your listing is a vacant home, an occupied home or anywhere in our portfolio of San Diego homes. If you are curious about the economics behind a staging fee, read Why Does Staging a House Cost So Much?

Credentials and memberships

Morgan Craft, Founder, Creative Director; Certified Real Estate Staging Professional
Four years in business serving San Diego
The Staging Collective, San Diego metro member
Member, San Diego Association of Realtors (SDAR)
Member, Kensington Talmadge Business Association
Member, Real Estate Staging Association

Frequently asked questions

What is The Staging Collective?

The Staging Collective is a nationwide membership community of home staging business owners, founded in 2023 to raise standards and accountability in the staging industry. Members share strategy, pricing, marketing, design and warehouse practices.

Where was The Staging Collective's first conference?

The inaugural event took place in Tampa, Florida, in October 2023 as a three-day conference for staging business owners.

Is CASA BY CRAFT a member of The Staging Collective?

Yes. CASA BY CRAFT is The Staging Collective's San Diego metro member. Morgan Craft, founder of CASA BY CRAFT, attended the inaugural conference in Tampa. The Collective accepts one staging company per market.

What other professional memberships does CASA BY CRAFT hold?

CASA BY CRAFT is also a member of the San Diego Association of Realtors (SDAR), the Kensington Talmadge Business Association and the Real Estate Staging Association, and Morgan Craft is a Certified Real Estate Staging Professional.

Why does a stager's professional community matter to a San Diego agent?

Staging quality varies widely. A stager who regularly compares pricing, logistics, marketing and design with peers across the country is more likely to deliver consistent, well-run work on every listing.

Let's talk about your next listing

Ready to see what a staging partner who keeps raising the bar can do for your San Diego listing? CASA BY CRAFT serves agents and sellers across Downtown, Point Loma, Scripps Ranch, Coronado, North Park, Kensington, Mission Hills, La Jolla, Del Mar, Rancho Santa Fe, Solana Beach, Encinitas and Carlsbad. Contact CASA BY CRAFT for a complimentary consultation or browse our portfolio.

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