7 Oct 2026
How Lifestyle, Brand, and Wellness Shape Where People Decide To Buy
We revisit three conversations about designing communities for connection. Monaca Onstad (https://www.linkedin.com/in/monacaonstad/), Founder and CEO at OnPlace Collective (https://www.linkedin.com/company/onplacecollective/), and Callie Friedman (https://www.linkedin.com/in/callie-friedman-b0153714a/), Vice President of Operations at OnPlace Collective, explain why lifestyle planning should come before amenity design.
Amy Levi (https://www.linkedin.com/in/amy-levi-1417325/), Co-Founder and CEO at Strada Made, LLC (https://www.linkedin.com/company/strada-advertising/), shares how brand and place evolve together, and Haley Peck (https://www.linkedin.com/in/haley-peck-01462880/), Vice President of Marketing at Johnson Development Corp (https://www.linkedin.com/company/the-johnson-development-corp/), walks us through how Jubilee builds physical, social, and mental wellness into every amenity.
KEY TAKEAWAYS
00:00 Introduction.
01:17 Lifestyle is social architecture, and lifestyle directors deserve a seat at the table.
03:09 A lifestyle plan comes first; the amenities needed to support it follow.
04:12 Knowing future residents shapes clubhouse design.
06:25 Every amenity plan starts with a use analysis before any hard elements are discussed.
08:47 Placemaking work is intrinsic to a place, and brand and place shape each other over time.
10:36 Great Park's orange bike became a promise to the community during entitlement.
13:33 Early pop-up experiences at Great Park built trust through conversation, not renderings.
14:31 Two Step Farm opened with a dance hall rooted in Texas history.
16:23 A personal health journey sparked the idea for Jubilee.
18:30 Jubilee adds mental wellness to physical and social wellness in its amenity plan.
19:59 More than 30 wellness zones fall into four categories: inspiration, exploration, connection, and reflection.
22:59 Color, design, and messaging surround residents with positivity.
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RESOURCES MENTIONED
OnPlace Collective, the lifestyle and community planning firm led by Monaca and Callie that builds a lifestyle plan before amenity design:
https://onplace.life/ (https://onplace.life/)
Smith Lane, the podcast Monaca and Callie co-host through OnPlace Collective:
https://onplace.life/smith-lane/ (https://onplace.life/smith-lane/)
Strada Made, LLC, the Denver-based marketing, branding, and placemaking agency Amy co-founded and leads:
https://stradamade.com (https://stradamade.com)
Great Park Neighborhoods, the FivePoint community in Orange County where Strada Made has worked since 2006 and where the orange bike became a promise to the community:
https://greatparkneighborhoods.com/ (https://greatparkneighborhoods.com/)
Two Step Farm, the community Amy references for opening with a dance hall modeled on historic Texas dance halls:
https://twostepfarm.com/ (https://twostepfarm.com/)
Jubilee, the Johnson Development Corp community Haley helped build around physical, social, and mental wellness zones:
https://www.liveinjubilee.com/ (https://www.liveinjubilee.com/)
#ResidentExperience #MasterPlannedCommunities #LifestyleManagement
ABOUT THE HOSTS
April is the CEO and Co-Founder of Alosant. She is an experienced entrepreneur and real estate technology expert with an innate curiosity for consumer behavior. Alosant-powered apps make it easy for users to stay informed and engaged, offering solutions to connect with everything their community has to offer.
Danette is the VP of Marketing at Alosant, where she brings 20 years of experience helping brands create exceptional consumer experiences. Today, she focuses on sharing how real estate professionals are shaping the next evolution of resident experience, and how Alosant helps support their work.
