How Architects and Developers Think About Community Design
Key Takeaways:
- Modern master planned communities are shifting focus from traditional amenities like golf courses to social hubs that encourage in-person connections.
- Programming such as events, markets, and seasonal activities are key differentiators that foster community engagement.
- Flexibility in development phases allows communities to activate land early and adapt amenities over time to meet changing needs.
- Offering a variety of housing types, including attainable and cottage homes, helps balance affordability with community desirability.
As consumer priorities evolve, master planned community design is moving away from traditional suburban models to embrace greater housing diversity, walkability, and a deeper sense of community.
Drawing on years of community planning experience, from projects like SOMO Village and SoHay in Northern California to Indigo in Richmond, Texas, Justin Doull, senior principal and senior planner in the Pleasanton, Calif., office of Dahlin Architecture | Planning | Interiors, shares how designers and developers are redefining community spaces to meet the demands of today’s buyers, and what’s driving that pendulum swing away from historical models. More than anything, Doull says its the connection that consumers are after rather than the community amenities themselves.
Pro Builder: What consumer trends are driving changes in master planning?
Justin Doull: Historically, master planned communities were designed around the idea of escape. When our firm began working on these projects in the 1950s, amenities typically included golf courses, tennis clubs, equestrian centers, and other country club-style features. The emphasis was on getting away from the city.
Today, we’ve seen that pendulum swing in the opposite direction. People spend so much time online and on screens that they’re now looking for opportunities to reconnect in person. They want places that encourage social interaction—what many people refer to as “third places” outside of home and work.
PB: What’s the impact on amenities?
JD: It depends on the type of community. In places where land is scarce, many master planned communities are redevelopment or infill projects.
For example, SoHay in Hayward, Calif., transformed surplus land from the state’s transportation authority into a 352-unit mixed-use neighborhood centered around a public plaza, while SOMO Village in Rohnert Park, Calif., repurposed an office park into a community with coworking spaces, a brewery, childcare, fitness facilities, and creative office space. The goal is to create an active center where people naturally gather.
In markets where communities are built on thousands of acres from the ground up, it’s important to establish a social hub from the very beginning. The sales center is no longer just a place to sell homes but a destination with restaurants, gathering spaces, and community programming.
PB: Is programming just as important as physical amenities?
JD: Absolutely. Programming has become one of the biggest differentiators.
Rather than simply building a clubhouse with a gym and pool, developers are creating spaces that are actively programmed with events, including food trucks, concerts, open mic nights, farmers’ markets, and seasonal celebrations.
Successful communities create reasons for residents to use amenities regularly and interact with one another.
PB: How can amenities stay current as trends evolve through a long build-out?
JD: Flexibility is critical, and much of that comes through thoughtful phasing.
At River Islands in Lathrop, Calif., the eventual plan includes a full town center, but you can’t build that until there’s enough residents to support it. So, early in development, they created The Boathouse, which included a restaurant, park, and canoe rentals to establish an initial gathering place.
Later, while waiting for the town center to become viable, they transformed part of that future development site into a regional soccer complex and built a baseball stadium that now hosts tournaments and community events. Eventually, the permanent town center will grow around those facilities. It’s a good example of activating land long before its final use is needed.
PB: How do you balance attainable housing with desirable communities?
JD: The key is providing a range of housing types. Not every attainable home has to be traditional deed-restricted affordable housing. Instead, communities can offer different products at different price points.
We’re also seeing strong demand for cottage housing, where smaller homes are organized around shared open space. These communities offer lower price points while creating a neighborhood-oriented lifestyle.
PB: How much do regional differences affect amenity planning?
JD: Quite a bit. California and Texas are fundamentally different markets, and even within California there are major differences between projects like River Islands and more urban communities such as SoHay.
Buyer expectations, housing products, and amenity packages all vary depending on the market and the community's context.
PB: How has the idea of "community" changed over time among consumers?
JD: Years ago, communities often emphasized exclusivity and status. The home itself was the sanctuary, and amenities were secondary.
Today, the emphasis is much more on belonging. Residents want opportunities to engage with their neighbors, whether that's through coworking spaces, gathering places, or community programming.
There's more pride in being part of an active community than simply living in an exclusive neighborhood.
PB: What broader design trends are you tracking?
JD: One of the biggest shifts is that the focus has moved from the buildings themselves to the spaces between them.
Developers can create meaningful gathering places with relatively modest investments through landscaping, splash pads, amphitheaters, outdoor stages, flexible event lawns, and temporary activations. These spaces generate activity long before larger, permanent amenities are built.
That flexibility also allows developers to phase investments over time while continuing to create new experiences as the community grows.