Elevating the Master-Planned Community
Since taking off in the late 1950s and 1960s, the Master Planned Community (MPC) continues to flourish. According to findings from John Burns Research & Consulting, sales of MPC homes increased 24% from 2022 to 2023. The rise in popularity reflects in part the industry’s ability to evolve to meet the changing needs and interests of residents seeking the unique lifestyle a MPC offers.
Today, the right combination of an inviting setting, varied types of home designs, prices and lot sizes, along with tailored amenities that align with the values and interests of the targeted demographic, drive a successful development that elevates living. From Baby Boomers to millennials who are increasingly interested in MPCs, knowing the demographic, geographic, and regional differences requires builders and designers to do the work up front to find the need and fill it.
Fit the lifestyle, fit the climate
People who live in a MPC want a quality experience that comes with living in a community congruent with their values. Wellness, which is currently the leading trend in new building developments, indicates lifestyle considerations are more important than ever.
MPC’s tailor enjoyable physical activities that boost health, well-being and fun. They run the gamut from fitness centers and outdoor spaces for tennis, pickleball and volleyball courts to on-site playgrounds and immediate access to walking/running paths, bike trails, ski runs, and golf courses. Organic gardens, stables, stocked fishing ponds and lakes for kayaking, canoeing and paddle boarding demonstrate the variety of activities MPCs can offer. Regional climates play an increasingly key role in determining how a MPC can accommodate an active love of the outdoors. For example, the significant number of people who left California’s high prices for ample open land and favorable regulations in Texas, discovered high temperatures make it too hot to recreate outside several months of the year. The tax-friendly environment in Florida must also consider the increased number of severe storms that are negatively impacting the cost of insurance.
Fostering Community
MPCs succeed by creating a sense of place and belonging through well-planned amenities designed to bring residents together. Resort-style pools for swimmers of all ages, grilling patios, picnic areas and an inviting clubhouse often anchor a MPC’s primary gathering space.
Certainly, the clubhouse’s design must stand out as a beautiful space that invites residents in and encourages them to linger longer. But the clubhouse must also feature highly adaptable spaces that can flex with the time of day and resident interests. A room for yoga and/or meditation in the morning can become a place for playing cards in the afternoon and a family game night space in the evening.
Technology takes on heightened importance in the clubhouse too, especially as Millennials enter the MPC market. Gaming rooms, sound-proof video-conference rooms and flexible private and co-working work and study spaces meet the needs of remote workers in comfort and style.
The Power of Programming
Innovative programming brings beautiful clubhouse interiors and exteriors to life by successfully engaging residents and enhancing the MPC lifestyle. The appeal of the outdoor garden mentioned earlier is amplified when a free class offered in the clubhouse by a gardening enthusiast is held. A chef demonstrating farm-to-table recipes using garden produce, or a flower arranging event using flowers from the community garden provide additional opportunities for residents to socialize around
common interests. A beautiful clubhouse and other carefully planned amenities have the power to attract new residents. Creative
programming lets them know that once they’re there, the MPC lifestyle will boost their ability to thrive.
Psychographics Matter
Millennials, young families, baby boomers and multi-generational families all represent growing markets for MPCs, and each want different things. Within the MPC development itself, neighborhoods need to meet the varying needs of each generation. Knowing the psychographic subtleties aids in carefully striking a balance that offers something for everyone.
Many millennials who are delaying starting a family prioritize space for their dog instead of space for a nursery or playroom. Those that do have young families look for amenities and activities their young children will enjoy such as tot lots, large spaces for play dates, and access to wide open spaces.
Walkability and community-oriented activities matter to millennials in the same way they matter to baby boomers, who are increasingly staying active longer. MPCs that best understand their target audience and develop flexible spaces and thoughtful programming accordingly will be in the best position to capture new opportunities.
Mary Cook is the founder and principal of Mary Cook Associates (MCA), She may be reached at www.marycook.com
