What does the future community look like?

As architects, we’re always thinking about cutting-edge design and how we can best advise our clients. When it comes to master planned communities, predicting future trends and consumer needs is ultra-important because of the long time span of construction and enormous capital outlay.

We need to think 5, 10, 20 years ahead of our time, because that’s when sales and re-sales are going to occur and the concept of the community will be tested in the market. At times, it’s a scary thought. But we accept the challenge with open arms and sharpened pencils.

Recently at PK Studios, we’ve really focused on looking at communities, and particularly – clubhouses. We dusted off the crystal ball we’ve been hiding in the mezzanine.

Trying to come up with a future master planning concept is not an easy feat. We’ve spent countless hours pouring over data, researching trends, understanding our target demographics, and interacting with other thinkers in the architectural and planning communities.

So what do we think?

To understand the buying habits of consumers, we first need to understand the consumer. The US population of those aged 55-64 is rising rapidly, and will be about 35+ million by 2015. These are not your “father’s retirees.” They love interaction, activity, experiencing new things, diversity, and a host of modern amenities. Until the current recession, they also had the money to back it up. But don’t be fooled – to a large extent, they still do.

The trends of what people want are pretty clear – golf is down but not out, while outdoor activities like walking are in. So are fitness centers, spas, and cultural activities. “Green” hasn’t caught on yet, but the indicators may be a few years behind, and eco-friendly living has the potential to explode out of the gate and into the spotlight.

Consumers are increasingly inter-connected, Internet-ized, and pushed to get more done in less time. At the same time, they love the interaction of being with other people and want opportunities to connect on a personal level. Oh yeah, and they hate being thought of as “old.”

Translating Demand

With everything we know and trends we can measure, the challenge becomes designing a community that people will cherish for decades to come.

We believe we have the right solution. What are some of the components of our dream community?

• Resort-style living.
• Proximity and activity.
• ‘Village Centers’ (like Ole) instead of traditional “Clubhouses.”
• A lot of open space with integrated activities.
• Features that encourage a pleasant active/outdoor lifestyle.
• Incredible level of service and personalization.
• Diversity & authenticity in product.
• Integration of high-performance green design, beyond the typical “superficial” features.
• Diversity in market reach, including senior care and employee housing.

The list sounds like a tall order, but it’s not impossible. With a strong idea about what the community should be, we turned our attention to the village center concept. What does the successful community center of the future look like?

• It’s a semi-private club, rather than completely private.
• The emphasis is on activities and interaction.
• Fitness and spa centers are emphasized and top-of-the-line.
• Catering to current and future club demographics (think young people).
• The atmosphere is fun, relaxing, and definitely not stressful.
• There’s a lot of choice when it comes to dining.
• Services are not only offered, but are customized and go beyond the basics.
• Technology is prominent, cutting-edge, and perfectly integrated.
• Commercial components are integrated in the club, including hotel uses, entertainment, and services (like groceries and banking).
• A lot of outdoor amenities, including a variety of water ‘options’ and other activities.

That’s a lot to think about, for sure. In many respects, we’re putting together the ‘ideal’ community. Developers, with the help of their architects (and their investors) will have to prioritize the list and choose the most high-impact features.

Tomorrow’s buyers are astute. They are looking for value, and they will know if you’re selling them short. Through our inter-connected studios, we are creating the community concept of a lifetime as an integrated and well thought-out package. Get on board!