Although many of us have settled into the new year and our resolutions have lost their momentum, we can all benefit from continual reflection on the last couple of years and how we can move forward in ways that are productive and inspiring. One way to do that correlates with a lifestyle trend we have been following for a while and is really gaining traction right now. This trend is the rise in going on adventures or seeking unique experiences.
Personal and professional life coach Jesse Itzler stresses the importance of putting ourselves in exceptional places to be able to do exceptional things. Airbnb and Vrbo have their “experiences” and “unique stays” categories, while Marriott has a series of castles, country estates, vineyards and haunted hotels. More and more, people want to travel somewhere that gives them an opportunity to try new things, like staying in a Star Wars-themed glamping destination or partaking in an outdoor experience like CampV or Clear Sky Resorts. While some of these destinations are high end and one of a kind, Itzler stresses the importance of finding a mini adventure every other month — things that we can do to break out of our routine that we haven’t done before. They can be as simple as taking a cooking class or going on a hike. These “mini adventures” feel inspiring and attainable, and are something we see people craving in order to break out of the stresses of the last several years.
What does this have to do with commercial real estate? Lifestyle is the driving force behind many real estate decisions, and while we’ve been observing this trend for a while, it has informed so much of how we look at amenity offerings for offices, hotels, resorts and multifamily, as well as city planning and placemaking. Using verbiage adopted from CallisonRTKL, a global architecture, planning and design firm, and their approach to amenities, we look at them from a lens of “customary, elevated or unexpected” to help clients determine the right mix for their properties and targeted demographic.
Customary amenities are the standard amenities that people expect and can sometimes rely on, while elevated or unexpected amenities are the ones that raise rents and differentiate. The goal is to create spaces that feed into the need to create “mini adventures” and provide environments that inspire people to reach out of their comfort zone or see a life where they are their best selves.
Finding a balance between needs and aspirations that connect with the end user is what sets properties apart. An example of this is current fitness offerings. Fitness centers are common in multifamily, hotels and even offices, but providing a spin room or a yoga space is a more elevated offering, while providing meditation rooms, cold plunges or virtual trainers are more unexpected. When consumers are constantly trying to separate signal from noise when trying to make decisions, this way of thinking is more and more crucial in staying current in the marketplace.
Christina Johnson is creative director of Phoenix- and San Francisco-based Private Label International, a full-service interior design studio that develops hospitality environments and lifestyle brand experiences for clients worldwide.
Photos courtesy of Clear Sky Resort (top) and CampV (bottom)
