• Examine the latest trends
    impacting MPC development

  • Network with MPC
    thought leadership

  • Craft your strategy
    to achieve success

RCLCO’s Master-Planned Community University

November 4-5, 2019 | Westin Kierland Resort & Spa, Phoenix-Scottsdale, AZ | #MPCU2019

Register Now

Now in its eighth year, RCLCO will host the annual thought-leadership conference targeting the most current and trending issues relating to MPC growth.  Over two days, attendees examine how economic, demographic, and consumer trends impact the community development business, and how developers, land owners, investors, and builders are responding in order to achieve success. RCLCO’s MPC University features exclusive tours of the most innovative master planned communities alongside educational presentations, discussions, and elite networking events.

Take a look back at last year’s leadership summit:

The Best Minds in Real Estate™ gathered for crucial discussions regarding trends and strategies of the top-selling master-planned communities at RCLCO’s 7th national MPC University at Lake Nona in Orlando, Florida, September 2018. RCLCO leadership and other invited experts shared insights on the best new ideas around amenities, community design, residential product innovation, marketing, investment, finance, and where the market is headed.


2019 Agenda

Below is the preliminary agenda. Check back often for updates regarding session and speaker information!

Monday, November 4: Tour Day

 

9:00 am – 4:00 pm: Behind-the-scenes tours of innovative Master-Planned Communities (includes lunch)

Tour of Eastmark, Encore at Eastmark (Active Adult Community), and a single-family rental community

EASTMARK LOGOAt 3,200 acres, Eastmark is entitled for 15,000 residential units and over 20 million square feet of non-residential space. At any given time, Eastmark typically has 15-20 neighborhoods actively selling, allowing for a wide variety of home product options and over 130 floorplans. This includes entry-level courtyard homes, expansive single-level homes, gated neighborhoods, active adult neighborhoods, and multi-generational and split floorplans. Upscale apartments are expected to be operating as soon as 2020. Residents spend the majority of their time in over 40 parks and trails throughout the community. They enjoy access to the private recreational center and pool where over 50 clubs, classes and events are hosted each year. The Eastmark Great Park, a public facility maintained by the City, is accessible by anyone. Here visitors can: play on a 1/3-acre climbing park, catch an outdoor concert, cool off in the splashpad, catch a bite at the Handlebar Diner, and bring home fresh produce from a 2-acre working organic commercial farm. The community’s first commercial retail center is slated to open Q4 2019 and will be anchored by a Safeway grocery store. Other commercial/light industrial includes Apple’s Global Operation Center and an EdgeCore Data Center. Eastmark’s civic spaces currently include a church, three onsite schools, and a future library and fire station.

Speakers:
Dea McDonald, Vice President and Eastmark General Manager, Brookfield Residential (Arizona)
Garilyn Bourgeois, Director of Marketing, Brookfield Residential (Arizona)
Eric Tune, Director of Development, Brookfield Residential (Arizona)

Additional Tours to be Announced

5:00 pm: Networking and Dinner Reception at the Westin Kierland’s Marshalls Outpost Pavilion

 

Tuesday, November 5: Conference Day

 

7:30 am: Breakfast

8:40 am: Morning Sessions

Market & Economic Outlook for MPCs

This presentation and expert panel discussion will reveal the underlying market, financial, and demographic support for MPCs today and in the future. We’ll review market and economic influences, builder and consumer trends, and how these trends are influencing the market for MPCs, as well as how the market for MPCs is likely to continue to evolve in the future. We will discuss the MPC economic paradigm, including how and why it’s likely to remain relevant, but with anticipated evolutionary changes in store, given current and anticipated future trends.

Speakers:
Todd LaRue, Managing Director, RCLCO
Gregg Logan, Managing Director, RCLCO

Disruptive Demographics & RCLCO Consumer Research: Implications for MPCs

We will be taking deep dives into the opportunities and challenges that demographic disruptions and consumer trends/preferences present to the MPC industry and how it must evolve and respond to these market forces in the future. New RCLCO research will be unveiled at the MPC University and a facilitated discussion will focus on a number of key questions including the following:
-Is housing production properly aligned with demographic realities and consumer preferences?
-How is the MPC and building industry preparing for the next buyer and/or renter?
-What does RCLCO consumer research say about how to respond?

Speakers:
Todd LaRue, Managing Director, RCLCO
Gregg Logan, Managing Director, RCLCO
Facilitated discussion with attendees

Product Innovation: Creative Responses to Demographic and Consumer Trends

There is a larger market for medium-density attached and smaller detached new homes than is currently being offered, and these and other creative solutions will become increasingly important as the U.S. population further diversifies. MPC developers and builders are beginning to respond to this growing market by delivering product types that address not only more attainable price points, but also concepts that reflect the lifestyle of an evolving customer base (while delivering attractive residual land values for developers). RCLCO will present the market rationale for diversifying product types to accommodate changing consumer preferences and affordability issues and will facilitate a discussion with developers, builders, and design professionals around the concepts that are gaining market traction including their target customers, land economics (residual land value) relative to conventional products, and execution challenges.

Speakers:
Dea McDonald, Vice President and Eastmark General Manager, Brookfield Residential (Arizona)
Peter Beucke, Division President, Arizona, Landsea Homes
Daniel Parolek, Founding Principal, Opticos Design, Inc.

Enhancing MPC Segmentation with Purpose-Built Rental Communities

New household growth is both younger and increasingly diverse, and this has a major impact on purchasing power at the same time that prices are peaking and inventories of more attainably priced housing are declining. Furthermore, many consumers are changing the ways in which they live, and while may have the means to purchase a home, choose to rent for the flexibility it offers as well as the low-maintenance lifestyle. RCLCO will present the market rationale and growing demand for low-medium density rental products, and will facilitate a discussion with developers and operators around the growth of purpose-built rental communities and their growing importance in the segmentation strategy of the future MPC.

Speakers:
Mark Wolf, CEO & Founder, AHV Communities
Jacque Petroulakis, Executive Vice President, Marketing & Investor Relations, NexMetro Communities
Additional speakers to be announced

12:10 pm: Lunch

1:00 pm: Afternoon Sessions

Marketing to the Baby Boomers One More Time: Active Adult Communities Are Not the Only Answer

This presentation and expert panel discussion will reveal the ways in which builders and community developers continue to successfully design and market for boomer households, to drive new home sales in their master-planned and active adult community developments. Baby boomers remain among the best customers of builders and community developers: unlike millennials, they’ve had time to accumulate substantial equity to invest in a new home, their incomes are typically higher, they have higher credit scores, and “life changes” are making a new home part of their “next phase” equation. Timing is in our favor: there are vastly more retirees today than when Del Webb was creating the first Sun City Active Adult Communities (AACs) almost 60 years ago. Boomers remain an important force in the residential market, and successfully marketing and selling to them is a common trait among RCLCO’s top-selling MPCs.

Speakers:
Deborah Blake, Principal, The Ipsum Group, LLC
Jeff McQueen, President, Shea Homes
Additional speakers to be announced

The Story and Evolution of Kierland: Lessons About Suburban Mixed-Use from the Founders

The story of Kierland, arguably one of the most successful mixed-use master-planned communities in the country, will be told by Casey Bollinger, Tim Bollinger, and Buzz Gosnell (all previously with Woodbine Corporation), who helped structure the original development deal and managed the planning, zoning, financing, development and marketing of the 730-acre project, including Kierland Commons and the Westin Kierland Resort, the location of this year’s MPC University. Kierland has been successful in creating an authentic, high-value, mixed-use destination in a suburban location, a feat that is often elusive to large-scale MPCs. The evolution of the project will be discussed, from deal structure to implementation, and how the project responded to changes in the market to accommodate the variety of land uses that exist today.

Speakers:
Tim Bolinger, President, Greenbrier Southwest Corp.
Casey Bolinger, Executive Vice President, Greenbrier Southwest Corp.
Daniel “Buzz” Gosnell, Owner, DWG Phoenix, LLC

4:00 pm: Wrap-up/closing


Packages & Pricing

How to Register:
Online: Fast and easy!
Phone: Call (407) 550-0279 (between 8:30am-5:30pm EST)
Register Now
Questions? Email us at mpcu@rclco.com.

REGISTRATION PACKAGES:

All Access Pass: Full 2-Day Conference Pass
Includes access to all of the scheduled events and tours during both days of the conference.

Rates Price Deadline
Early Bird Rate $1,550 August 2, 2019
Regular Rate $1,750

 

Conference Only
This pass grants access only to the conference portion of MPC University; it does not include the community tours or lunch on November 4th.

Rates Price Deadline
Early Bird Rate $1,300 August 2, 2019
Regular Rate $1,500

Registration Terms & Conditions:
Cancellations and Substitutions: All registrations are non-refundable; however substitutions may be made at any time for confirmed registrants. Notice of substitution must be made in writing and sent to: mpcu@rclco.com. If for any reason, RCLCO decides to cancel or postpone this conference, RCLCO is not responsible for covering airfare and other travel costs incurred by clients. Age Policy: No one under the age of 18 is permitted to register, attend, or be in the conference sessions including receptions, at any time under any circumstance during the MPC University. There are no exceptions.


Hotel Accommodations for 2019

Westin Kierland Resort & Spa, Phoenix-Scottsdale, AZThe event venue:
Westin Kierland Resort & Spa, Phoenix-Scottsdale, AZ
6902 East Greenway Parkway
Scottsdale, Arizona 85254

There are many other hotel options in the surrounding Scottsdale area for attendees to choose from, such as:

 

RCLCO’s Master-Planned Community University

November 4-5, 2019 | Westin Kierland Resort & Spa, Phoenix-Scottsdale, AZ | #MPCU2019

Register Now

Now in its eighth year, RCLCO will host the annual thought-leadership conference targeting the most current and trending issues relating to MPC growth.  Over two days, attendees examine how economic, demographic, and consumer trends impact the community development business, and how developers, land owners, investors, and builders are responding in order to achieve success. RCLCO’s MPC University features exclusive tours of the most innovative master planned communities alongside educational presentations, discussions, and elite networking events.

Take a look back at last year’s leadership summit:

The Best Minds in Real Estate™ gathered for crucial discussions regarding trends and strategies of the top-selling master-planned communities at RCLCO’s 7th national MPC University at Lake Nona in Orlando, Florida, September 2018. RCLCO leadership and other invited experts shared insights on the best new ideas around amenities, community design, residential product innovation, marketing, investment, finance, and where the market is headed.


2019 Agenda

Below is the preliminary agenda. Check back often for updates regarding session and speaker information!

Monday, November 4: Tour Day

 

9:00 am – 4:00 pm: Behind-the-scenes tours of innovative Master-Planned Communities (includes lunch)

Tour of Eastmark, Encore at Eastmark (Active Adult Community), and a single-family rental community

EASTMARK LOGOAt 3,200 acres, Eastmark is entitled for 15,000 residential units and over 20 million square feet of non-residential space. At any given time, Eastmark typically has 15-20 neighborhoods actively selling, allowing for a wide variety of home product options and over 130 floorplans. This includes entry-level courtyard homes, expansive single-level homes, gated neighborhoods, active adult neighborhoods, and multi-generational and split floorplans. Upscale apartments are expected to be operating as soon as 2020. Residents spend the majority of their time in over 40 parks and trails throughout the community. They enjoy access to the private recreational center and pool where over 50 clubs, classes and events are hosted each year. The Eastmark Great Park, a public facility maintained by the City, is accessible by anyone. Here visitors can: play on a 1/3-acre climbing park, catch an outdoor concert, cool off in the splashpad, catch a bite at the Handlebar Diner, and bring home fresh produce from a 2-acre working organic commercial farm. The community’s first commercial retail center is slated to open Q4 2019 and will be anchored by a Safeway grocery store. Other commercial/light industrial includes Apple’s Global Operation Center and an EdgeCore Data Center. Eastmark’s civic spaces currently include a church, three onsite schools, and a future library and fire station.

Speakers:
Dea McDonald, Vice President and Eastmark General Manager, Brookfield Residential (Arizona)
Garilyn Bourgeois, Director of Marketing, Brookfield Residential (Arizona)
Eric Tune, Director of Development, Brookfield Residential (Arizona)

Additional Tours to be Announced

5:00 pm: Networking and Dinner Reception at the Westin Kierland’s Marshalls Outpost Pavilion

 

Tuesday, November 5: Conference Day

 

7:30 am: Breakfast

8:40 am: Morning Sessions

Market & Economic Outlook for MPCs

This presentation and expert panel discussion will reveal the underlying market, financial, and demographic support for MPCs today and in the future. We’ll review market and economic influences, builder and consumer trends, and how these trends are influencing the market for MPCs, as well as how the market for MPCs is likely to continue to evolve in the future. We will discuss the MPC economic paradigm, including how and why it’s likely to remain relevant, but with anticipated evolutionary changes in store, given current and anticipated future trends.

Speakers:
Todd LaRue, Managing Director, RCLCO
Gregg Logan, Managing Director, RCLCO

Disruptive Demographics & RCLCO Consumer Research: Implications for MPCs

We will be taking deep dives into the opportunities and challenges that demographic disruptions and consumer trends/preferences present to the MPC industry and how it must evolve and respond to these market forces in the future. New RCLCO research will be unveiled at the MPC University and a facilitated discussion will focus on a number of key questions including the following:
-Is housing production properly aligned with demographic realities and consumer preferences?
-How is the MPC and building industry preparing for the next buyer and/or renter?
-What does RCLCO consumer research say about how to respond?

Speakers:
Todd LaRue, Managing Director, RCLCO
Gregg Logan, Managing Director, RCLCO
Facilitated discussion with attendees

Product Innovation: Creative Responses to Demographic and Consumer Trends

There is a larger market for medium-density attached and smaller detached new homes than is currently being offered, and these and other creative solutions will become increasingly important as the U.S. population further diversifies. MPC developers and builders are beginning to respond to this growing market by delivering product types that address not only more attainable price points, but also concepts that reflect the lifestyle of an evolving customer base (while delivering attractive residual land values for developers). RCLCO will present the market rationale for diversifying product types to accommodate changing consumer preferences and affordability issues and will facilitate a discussion with developers, builders, and design professionals around the concepts that are gaining market traction including their target customers, land economics (residual land value) relative to conventional products, and execution challenges.

Speakers:
Dea McDonald, Vice President and Eastmark General Manager, Brookfield Residential (Arizona)
Peter Beucke, Division President, Arizona, Landsea Homes
Daniel Parolek, Founding Principal, Opticos Design, Inc.

Enhancing MPC Segmentation with Purpose-Built Rental Communities

New household growth is both younger and increasingly diverse, and this has a major impact on purchasing power at the same time that prices are peaking and inventories of more attainably priced housing are declining. Furthermore, many consumers are changing the ways in which they live, and while may have the means to purchase a home, choose to rent for the flexibility it offers as well as the low-maintenance lifestyle. RCLCO will present the market rationale and growing demand for low-medium density rental products, and will facilitate a discussion with developers and operators around the growth of purpose-built rental communities and their growing importance in the segmentation strategy of the future MPC.

Speakers:
Mark Wolf, CEO & Founder, AHV Communities
Jacque Petroulakis, Executive Vice President, Marketing & Investor Relations, NexMetro Communities
Additional speakers to be announced

12:10 pm: Lunch

1:00 pm: Afternoon Sessions

Marketing to the Baby Boomers One More Time: Active Adult Communities Are Not the Only Answer

This presentation and expert panel discussion will reveal the ways in which builders and community developers continue to successfully design and market for boomer households, to drive new home sales in their master-planned and active adult community developments. Baby boomers remain among the best customers of builders and community developers: unlike millennials, they’ve had time to accumulate substantial equity to invest in a new home, their incomes are typically higher, they have higher credit scores, and “life changes” are making a new home part of their “next phase” equation. Timing is in our favor: there are vastly more retirees today than when Del Webb was creating the first Sun City Active Adult Communities (AACs) almost 60 years ago. Boomers remain an important force in the residential market, and successfully marketing and selling to them is a common trait among RCLCO’s top-selling MPCs.

Speakers:
Deborah Blake, Principal, The Ipsum Group, LLC
Jeff McQueen, President, Shea Homes
Additional speakers to be announced

The Story and Evolution of Kierland: Lessons About Suburban Mixed-Use from the Founders

The story of Kierland, arguably one of the most successful mixed-use master-planned communities in the country, will be told by Casey Bollinger, Tim Bollinger, and Buzz Gosnell (all previously with Woodbine Corporation), who helped structure the original development deal and managed the planning, zoning, financing, development and marketing of the 730-acre project, including Kierland Commons and the Westin Kierland Resort, the location of this year’s MPC University. Kierland has been successful in creating an authentic, high-value, mixed-use destination in a suburban location, a feat that is often elusive to large-scale MPCs. The evolution of the project will be discussed, from deal structure to implementation, and how the project responded to changes in the market to accommodate the variety of land uses that exist today.

Speakers:
Tim Bolinger, President, Greenbrier Southwest Corp.
Casey Bolinger, Executive Vice President, Greenbrier Southwest Corp.
Daniel “Buzz” Gosnell, Owner, DWG Phoenix, LLC

4:00 pm: Wrap-up/closing


Packages & Pricing

How to Register:
Online: Fast and easy!
Phone: Call (407) 550-0279 (between 8:30am-5:30pm EST)
Register Now
Questions? Email us at mpcu@rclco.com.

REGISTRATION PACKAGES:

All Access Pass: Full 2-Day Conference Pass
Includes access to all of the scheduled events and tours during both days of the conference.

Rates Price Deadline
Early Bird Rate $1,550 August 2, 2019
Regular Rate $1,750

 

Conference Only
This pass grants access only to the conference portion of MPC University; it does not include the community tours or lunch on November 4th.

Rates Price Deadline
Early Bird Rate $1,300 August 2, 2019
Regular Rate $1,500

Registration Terms & Conditions:
Cancellations and Substitutions: All registrations are non-refundable; however substitutions may be made at any time for confirmed registrants. Notice of substitution must be made in writing and sent to: mpcu@rclco.com. If for any reason, RCLCO decides to cancel or postpone this conference, RCLCO is not responsible for covering airfare and other travel costs incurred by clients. Age Policy: No one under the age of 18 is permitted to register, attend, or be in the conference sessions including receptions, at any time under any circumstance during the MPC University. There are no exceptions.


Hotel Accommodations for 2019

Westin Kierland Resort & Spa, Phoenix-Scottsdale, AZThe event venue:
Westin Kierland Resort & Spa, Phoenix-Scottsdale, AZ
6902 East Greenway Parkway
Scottsdale, Arizona 85254

There are many other hotel options in the surrounding Scottsdale area for attendees to choose from, such as:

 

  • Examine the latest trends
    impacting MPC development

  • Network with MPC
    thought leadership

  • Craft your strategy
    to achieve success

Interested in Learning More?

For inquiries or to learn more about MPC University contact Ana Holley

Sign Up For Our Newsletter