James Bohnaker of Cushman & Wakefield has given his thoughts on the enduring significance of experiences, a concept tracing back to the 1990s, as a vital element of the "Play" component in the company’s Live-Work-Play framework for urban commercial real estate. He explained in a video that consumers increasingly value memories and experiences over simple transactions, noting, “in property, we can see experience most visibly in the Play category.” This category encompasses hotels, food and beverage, retail and major cultural institutions like museums and sports venues.

However, Bohnaker emphasized that while experience is most apparent in Play, it is becoming central to all types of CRE development and planning. Whether consciously or not, owners and occupiers strive to optimize environments to enhance user experience. Companies seek workplaces that attract employees and encourage them to spend more time in the office, prompting landlords to design offices with appealing features such as inviting lobbies, coffee shops, or even gold simulators.

This experiential approach extends beyond offices. For example, multifamily property owners might introduce amenities like cooking classes to attract tenants, while shopping centers could consider adding pickleball courts. These examples illustrate the diverse ways property owners are rethinking their offerings.