From Land to Brand: Placemaking Definitions 101

As a land developer, you can likely approach a space and easily identify all of the potential within it. Rolling hills beg for bike paths, each corner could use a lending library, and that bubbling pond could be made complete by a park bench. 

Seeing each outlet and turning it into an opportunity is crucial for differentiating your community. Every investment you make into the land is an investment into the health and happiness of your consumers — and that commitment to client satisfaction won't go unnoticed.

You have the opportunity to shape not just buildings or individual homes, but entire communities. By understanding and implementing placemaking principles, you can transform raw land into vibrant, sustainable and enduring places that meet consumer demand for communities that foster wellness, connectivity and unique lifestyles.

Thoughtful placemaking by land developers isn't just seen through pretty scenery. These master-planned communities reap benefits in the form of an improved local economy, increased home values and improved health outcomes. In fact, individuals and families living in community-oriented, walkable areas are said to trust their neighbors more, face a decreased risk of heart problems and obesity, and more frequently participate in service activities.

Every plot and place is different, so there's no one right way to introduce a sense of culture and community to your development. Still, a successful project relies on a clear understanding of what placemaking is and, more importantly, what it can look like for your residents. Milesbrand exists to help you find the perfect set-up and strategy for making your project shine. Read on to learn more about these common placemaking definitions.

What is Placemaking?

Land developers probably feel all-too-familiar with "placemaking" — for many, placemaker could likely be used as an alternative job title. To be really effective, however, it's important to understand that placemaking is much more than just a buzzword. Making your work meaningful relies on understanding placemaking's definition in full.

Placemaking is the art and science of creating thriving public spaces. It’s about designing spaces that foster connection, inspire creativity and enhance quality of life. Effective placemaking goes beyond aesthetics; it’s about understanding the needs and aspirations of a community and designing spaces that meet those needs.

Placemaking views land as not just the foundation for buildings, but as the heart of communities. This concept challenges builders to think outside of the box — or at least, outside of the walls of traditional homes — and create a holistic vision for a living space. Thoughtful planning of quality, public spaces is what will take your project from an average development to an award-winning one.

From bike paths and parks to community centers with gyms, work spaces, pools and more, placemaking transforms your landscape into a lifestyle. It prioritizes community gathering spaces and involvement, helping your prospective home buyers imagine themselves thriving in your master-planned development. The best part of all? There are endless ways to leverage the power of placemaking — it can make you money and make you unforgettable. 

Why Placemaking Matters

Creative Placemaking Sets You Apart

Every step of a land planner's job inevitably involves creativity. When we talk about creative placemaking, we're not differentiating a type of placemaking that's separate from boring placemaking — there's no such thing! Instead, these efforts seek to showcase the arts and highlight the natural beauty of communities. With creative placemaking, arts and culture are placed at the heart of every installation, mode of transportation or public safety effort.

Everyone can appreciate a good mural, but it can be easy to leave the arts out of your planning. Taking the time to research local issues, passions and voices will help you to cultivate your community's culture and foster a sense of togetherness. As with other types of placemaking, creative efforts greatly expand what your development is capable of. It turns houses into homes, brings out the unity in community, and makes allies out of neighbors.

Those who are in the market for a new home are inundated with advertisements and tour appointments. The extra steps you take in the creative placemaking phase will transform their experience from a chore to a treat.

Strategic Placemaking Makes Dollars and Sense

Placemaking doesn't just bring aesthetic value — it can bring quite a bit of economic value as well. All successful placemaking is strategic, and efforts should specifically focus on introducing a defined goal or outcome to a community.

By mapping out a clear strategy for your placemaking, you can target specific demographics or encourage certain lifestyles. For example, creating a walkable area with strong public transportation may appeal to young workers and new businesses. The resulting job creation and growth of income among residents will strengthen the local economy and increase the value of your community.

It can also bring additional value to your homeowners long-term. Well-designed, vibrant communities tend to have higher property values.

Strategic placemaking and creative placemaking are not mutually exclusive activities. On the contrary, when used in tandem, you can create a strong, growing development that celebrates and elevates diverse voices and people. All communities have the same goal: to exist as a quality place for healthy, happy living. Conveniently, all placemaking strategies have a similar goal: to create quality places. 

Defining Quality Places

To know if your placemaking strategies were effective, you need to be able to recognize and evaluate quality places. From a splash-pad installation to a simple bench for reading, each element of your community should honor a few factors to maintain quality status.

1. Effective utilization of space

This point may seem obvious, but it's easy to get caught up in the look of a space over its function. Be wary of venturing from cool to crowded. To check yourself along the way, consider how different groups with diverse interests could take advantage of your spaces. If your additions have actually limited the usefulness of your landscape, things may be too niche.

2. Offer options in terms of housing and transportation

There's no shame in wanting your community to be cohesive, but don't get too cookie cutter! To create a truly diverse, representative and welcoming community, you'll need to provide a variety of housing and transportation choices. For example, don't prioritize street parking at the expense of bike paths or bus spots.

3. Create spaces that inspire more creating

The longevity of a community relies on land developers leaving their residents room to grow. Recreation and green spaces allow individuals to carve their own paths and execute their own ideas. Effective placemaking can even improve physical and mental health by encouraging outdoor activity and social interaction.

4. Respect existing space and history

Placemaking is like embarking on a giant art project, but it's important to acknowledge that you don't always begin with a blank canvas. Successful projects require due diligence in honoring the community's heritage and existing historic structures. 

Key Elements of Effective Placemaking

To ensure your placemaking efforts are successful, it’s essential to incorporate these core elements into your project. Collectively, these satisfy your creative and strategic placemaking elements while guaranteeing you’ve created a quality place for buyers to call home. Here’s a checklist of what your master-plan community should include:

1. Community Engagement: Involve a focus group of people who match your target demographic, local businesses and other stakeholders in the planning process to ensure their needs and desires are reflected in the final design.
2. Walkability and Connectivity: Create pedestrian-friendly environments with well-connected streets, sidewalks and bike paths.
3. Green Spaces: Incorporate parks, gardens and other green spaces to improve air quality, reduce stress and enhance the overall aesthetic.
4. Cultural and Historical Preservation: Respect the history and culture of the community and incorporate local landmarks and traditions into the design.
5. Public Art: Integrate public art into the design to create visually appealing and culturally significant spaces.
6. Safety and Security: Prioritize public safety by implementing effective lighting, security measures and community policing strategies.

The Future of Placemaking

As we head into a new year, the art of placemaking continues to evolve. Emerging trends to be aware of as you plan your real estate developments for the future include:

• Technology Integration: Incorporate technology into public spaces to enhance user experience. Add in features like smart lighting, free Wi-Fi in public spaces, a community app covering events, transportation and amenities, and more.
• Climate-Resilient Design: Design spaces that can withstand the impacts of climate change, such as flooding and extreme heat. Keep green features top of mind, such as using renewable resources, getting LEED certification on public buildings and more.
• Equity and Inclusion: Ensure that placemaking efforts benefit all members of the community, regardless of income, race or ability.

Go From Land to Brand

Placemaking may feel overwhelming, but at Milesbrand, our expertise in branding and community development can guide you through every step. We work closely with our clients from early concepts to fully realized communities, helping potential home buyers imagine the life they could lead. When you’re ready to elevate your brand and create a community that resonates, Milesbrand is here to help you shape places that not only attract but endure. Contact us to discover how your next project can leave a lasting legacy.