Having grown up with the world at their fingertips, millennials have developed an appetite for experiences that reflect their values and way of life. Their desire for the intangible translates to design in the form of spaces centered around community, where shared experiences happen organically. Master Planned Communities (MPCs) are great incubators for this sort of intuitive interaction by encouraging a mix of spaces, from access to retail, entertainment, and cultural venues to parks, playgrounds, and open space.
Millennials have developed a keen eye for authentic experiences, so the bar for their expectations is set high. While sometimes the location itself is the biggest selling point for MPCs, often it is finding the right way to activate and redevelop spaces within an existing setting. Ballantyne, for instance, was initially master planned in the early 90s, where LandDesign envisioned an office park and expansive golf course—a winning strategy for the time. Today, Northwood Development is building on the momentum of 20+ years of success to reposition 535 acres of former golf course and office park into an urban, mixed-use destination known as Ballantyne Reimagined.
Northwood turned to LandDesign to lead the implementation of Phase 1—The Bowl. Envisioned as Ballantyne’s living room, The Bowl introduces a walkable lifestyle district with multi-generational programming complemented by an activated public realm. Spacious streetscapes, green lawns, and trendy retail and dining create an urban district that invites people to stroll, shop, and socialize.
The Bowl is anchored by a signature public park, Stream Park, that sits on the former 18th hole of the golf course. The park features play areas, scenic paths, event lawns, and flexible seating that support diverse programming and encourages year-round activation. Together, these uses create an 18-hour destination that bridges that gap between home, work, and play—encouraging shared, authentic experiences.
MPCs are conducive to accommodating authentic programmed spaces as well as flexible unprogrammed spaces with as much potential as their users’ imaginations. An additional benefit of flexible spaces is lower maintenance costs compared to traditional amenities—such as pools or clubhouses—as well as greater value through shared open space. Millennials not only flock to the latest and greatest premium amenity driven by their appetite for the next great idea but are innovative when spaces allow flexibility for different uses.
Explore LandDesign’s portfolio of Master Planned Communities to learn how we are translating lifestyle preferences to community planning and design.
