❝ Almost nobody travels willingly from sameness to sameness and repetition to repetition, even if the physical effort required is trivial ❞
Jane Jacobs
Today more than ever we begin our work by asking what is the expectation of the visitor, resident, or worker? When choices seem infinite and nearly every product can be purchased online 24/7, why do people choose a destination, a place to spend time, or where to work, over seemingly infinite options? What makes our place unique in the market?
We know that to establish sustainable property economics we must achieve three core goals: (1) create an environment that attracts an exceptional volume of people, (2) make a place where people want to visit frequently, and (3) provide enough diversity that people are compelled to stay for an extended length of time. Worldwide we’ve witnessed that these three goals are absolutely essential regardless of culture, climate, or economy. The challenge is why, how and what is required to achieve these goals?
Diversity plays an important role in establishing successful integrated-use properties. For everything we do, we begin by asking ourselves who is the “user,” what is their expectation, and how does their expectation change throughout the day, week, and year. We know from our work and global observations that there is a daily evolution of place, changing constantly from morning to night, and throughout the seasons. By incorporating meaningful diversity, it allows for place to adapt to changing interest over time.
We see ourselves as choreographers of place, studying movement and defining the steps to guide the configuration of place where people live, work, play, learn and shop. In writing the script, we know from experience that diversity of place contributes greatly to the narrative. Diversity must address daily patterns and the ebb and flow of place. It is a major principle in telling the story and establishing economic well-being.
Today an integrated-use districts must capitalize on diversity. Places must be sufficiently varied and complex to promote choices, critical for both prosperity and social interest. In contrast, a narrow range of income, activities, commerce, and entertainment will diminish user interest and minimize economic viability. Our experience demonstrates that diversity in activities and venues, sustains interest and generates a higher volume of visitors, that stay longer, and who come more frequently. It is a proven model for making meaningful places with sustainable returns.
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