Successful master planned communities (MPCs) ask the right questions—”who is going to be here, how do they want to live, and what is their lifestyle?”—and deliver a comprehensive experience that responds to the answers. For the past 20 years, the industry responded to a niche demographic—active adult and gated communities with an emphasis on premium and exclusive amenities. However, we are observing a shift towards a diverse, inclusive approach to community development that appeals to a broader audience. Given millennial preferences for authentic experiences, communities with a strong sense of place and lifestyle are differentiated from their competitors.
As traditional amenities, such as central clubhouses, pools, and fitness centers, fall by the wayside, MPCs are leveraging their most attractive and sought-after asset—nature. For example, The River District, a greenfield development in Charlotte, NC, offers the convenient amenities of an urban lifestyle complemented by an extraordinary connection to nature. Spearheaded by Crescent Communities, The River District has a strong commitment to conservation coupled with an extensive nature-based amenity experience that includes parks, greenways, and public waterfront access, that appeals to homebuyers of all ages and circumstances.
Another example is Willowsford, a top performing MPC in Loudoun County, VA, that takes an agrarian approach to amenity design. Envisioned for homebuyers seeking a ‘simpler lifestyle’ away from the city, Willowsford offers residents’ access to the best of rural living with fresh, farm-to-table produce, communal gardening, acres of preserved open space, and wellness-oriented recreation and lifestyle amenities. As a true modern suburb, Willowsford marries nature-based and resort-style amenities to create an unparalleled experience that has been desired by homebuyers for over a decade.
There is no one-size-fits-all formula to MPC design. What truly differentiates a community from others is how it accommodates the unique lifestyle of its target demographic. We look to MPCs like The River District and Willowsford as successful models for communities that emphasize lifestyle to create a strong sense of place. To fully understand millennial preferences, we must look beyond generational data to fully grasp the embodied lifestyle that translates their desires to experiences.
Explore LandDesign’s portfolio of Master Planned Communities to learn how we are translating lifestyle preferences to community planning and design.
