How Landscaping is Part of the “Experience”

NEWPORT BEACH, CA—Landscape design plays a vital role in delivering an experiential and socially enriching experience to shoppers, residents and guests, Lifescapes International's president Julie Brinkerhoff-Jacobs tells GlobeSt.com. Lifescapes is a landscape-architectural firm that designs landscapes for a vast array of product types, from retail to multifamily to hospitality. One of the firm's philosophies is that landscaping can increase length of stay and drive foot traffic, ultimately impacting an owner's bottom line. We spoke exclusively with Brinkerhoff-Jacobs about the role of landscape in driving revenue for property owners of many types.

GlobeSt.com: How does the overall landscape of a property play a role in driving revenue for owners of various property types?

Brinkerhoff-Jacobs: Landscape design plays a significant role in increasing traffic and length of stay for properties, as well as aiding in visitor or resident retention. Whether it is a retail center, multifamily community, or destination resort, landscape design is paramount for creating a pleasant and successful customer experience. It is the overall landscape experience (in context with the architectural theme) that draws people in and makes them want to stay. It's no secret that people are attracted to beautiful environments. The key to landscape providing an emotional connection within a property is through an appealing landscape design.

We believe that beauty is good business, and that it is also good for business. By creating attractive solutions that encourage interaction with one another and increase socialization opportunities, property owners can see a tremendous impact on their bottom line.

GlobeSt.com: There has been a lot of talk about the rise of experiential retail. What types of experiential landscape designs has your firm created, and what are the key factors that consumers are demanding?

Brinkerhoff-Jacobs: Consumers are demanding retail centers that deliver an intimate and personal experience. The once “get-in-get-out” mantra no longer applies, and shoppers are seeking environments where they can shop, eat and socialize all in one place. Especially with the rise of e-commerce, the one component that online retailers cannot replace is the experiential and socially enriching experience. This is why now more than ever, a retail center's overall ambiance is fundamental to its financial success.

Landscape design plays a vital role in delivering this multi-sensory environment to shoppers. For example, we recently completed the landscape design for the Point in El Segundo, CA, an upscale shopping, dining, and entertainment destination in the heart of the South Bay. At this project, we focused on creating gathering spaces within gathering spaces, surrounded by lush, yet sustainable, landscape environments where people can gather with friends and family. In the heart of the Point, we also designed a 40,000-square-foot programmable “central park” to host concerts, movies, and other interactive events. This central park allows for the sense of community while also offering the added benefit of keeping customers on the property longer so they spend more dollars on property.

Another one of our projects, Pacific City in Huntington Beach, is quickly becoming one of the top retail destinations in Orange County. We designed the project to incorporate a series of modern-rustic, intimate “outdoor rooms” that create endless amounts of areas for people to gather.

GlobeSt.com:  What trends are you currently seeing in the hospitality industry that are driving demand for compelling and innovative landscapes?

Brinkerhoff-Jacobs: One of the key trends that is sweeping the hospitality industry is an emphasis on creating focal points or “wow” factors for a resort. These focal points help to leave lasting impressions on guests, while also acting as a way to attract visitors.

For example, we worked on Wynn Las Vegas, where we came up with the idea to build a 100-foot-tall mountain on the property to elevate the overall guest experience and allow guests to feel removed from the busy Strip. The creation of this manmade mountain led to integrating a lake, which produced one of the largest attractions for the hotel, the Lake of Dreams Show. This design element also provides areas for specially sequestered restaurants along the lake frontages.

There is also a growing trend among hotels in areas that experience inclement weather conditions to integrate gardens within the interior of a hotel. This provides an opportunity for guests to enjoy a garden experience, even if the outdoor weather conditions don't permit.

Overall, property owners within the hospitality sector are looking to landscape architects to come up with innovative and interesting ideas to further elevate the guest experience, which keeps guests coming back for more.

GlobeSt.com: How are property owners able to elevate the apartment-resident experience through landscape design?

Brinkerhoff-Jacobs: A multifamily property with well-articulated landscaping can play a significant role in delivering that strong first impression that attracts new residents. Multifamily owners are seeking landscape architects that can create environments that cater to the growing demand for resort-style, luxury apartment communities. For example, we recently designed the landscaping for the Marke in Santa Ana, CA, where we incorporated a resort-style Vegas flair that truly encapsulates the live/work/play environment that residents are demanding. By strategically combining the elements of a destination resort with intimate outdoor areas and a resort-style rooftop pool, we are able to create youthful, vibrant designs that appeal to the Millennial demographic and drive renter demand for property owners.

GlobeSt.com: What types of sustainable measures is your firm implementing in each of its landscape designs?

Brinkerhoff-Jacobs: As a California-based firm, we definitely understand the need and importance of sustainable landscape design. We are able to work with property owners to deliver vibrant, lush landscapes that also preserve the property's overall sustainability. For example, at Pacific City, we incorporated drought-tolerant landscaping, focusing on plant materials that were native to the area and minimized the amount of water needed at the property. We also incorporated hardscape materials such as wood that would create a sustainable and durable design without compromising the center's coastal vibe. In addition to sustainable materials, we also work with property owners to integrate drip irrigation systems and recycled water, which further help to reduce operating costs at a property.

NEWPORT BEACH, CA—Landscape design plays a vital role in delivering an experiential and socially enriching experience to shoppers, residents and guests, Lifescapes International's president Julie Brinkerhoff-Jacobs tells GlobeSt.com. Lifescapes is a landscape-architectural firm that designs landscapes for a vast array of product types, from retail to multifamily to hospitality. One of the firm's philosophies is that landscaping can increase length of stay and drive foot traffic, ultimately impacting an owner's bottom line. We spoke exclusively with Brinkerhoff-Jacobs about the role of landscape in driving revenue for property owners of many types.

GlobeSt.com: How does the overall landscape of a property play a role in driving revenue for owners of various property types?

Brinkerhoff-Jacobs: Landscape design plays a significant role in increasing traffic and length of stay for properties, as well as aiding in visitor or resident retention. Whether it is a retail center, multifamily community, or destination resort, landscape design is paramount for creating a pleasant and successful customer experience. It is the overall landscape experience (in context with the architectural theme) that draws people in and makes them want to stay. It's no secret that people are attracted to beautiful environments. The key to landscape providing an emotional connection within a property is through an appealing landscape design.

We believe that beauty is good business, and that it is also good for business. By creating attractive solutions that encourage interaction with one another and increase socialization opportunities, property owners can see a tremendous impact on their bottom line.

GlobeSt.com: There has been a lot of talk about the rise of experiential retail. What types of experiential landscape designs has your firm created, and what are the key factors that consumers are demanding?

Brinkerhoff-Jacobs: Consumers are demanding retail centers that deliver an intimate and personal experience. The once “get-in-get-out” mantra no longer applies, and shoppers are seeking environments where they can shop, eat and socialize all in one place. Especially with the rise of e-commerce, the one component that online retailers cannot replace is the experiential and socially enriching experience. This is why now more than ever, a retail center's overall ambiance is fundamental to its financial success.

Landscape design plays a vital role in delivering this multi-sensory environment to shoppers. For example, we recently completed the landscape design for the Point in El Segundo, CA, an upscale shopping, dining, and entertainment destination in the heart of the South Bay. At this project, we focused on creating gathering spaces within gathering spaces, surrounded by lush, yet sustainable, landscape environments where people can gather with friends and family. In the heart of the Point, we also designed a 40,000-square-foot programmable “central park” to host concerts, movies, and other interactive events. This central park allows for the sense of community while also offering the added benefit of keeping customers on the property longer so they spend more dollars on property.

Another one of our projects, Pacific City in Huntington Beach, is quickly becoming one of the top retail destinations in Orange County. We designed the project to incorporate a series of modern-rustic, intimate “outdoor rooms” that create endless amounts of areas for people to gather.

GlobeSt.com:  What trends are you currently seeing in the hospitality industry that are driving demand for compelling and innovative landscapes?

Brinkerhoff-Jacobs: One of the key trends that is sweeping the hospitality industry is an emphasis on creating focal points or “wow” factors for a resort. These focal points help to leave lasting impressions on guests, while also acting as a way to attract visitors.

For example, we worked on Wynn Las Vegas, where we came up with the idea to build a 100-foot-tall mountain on the property to elevate the overall guest experience and allow guests to feel removed from the busy Strip. The creation of this manmade mountain led to integrating a lake, which produced one of the largest attractions for the hotel, the Lake of Dreams Show. This design element also provides areas for specially sequestered restaurants along the lake frontages.

There is also a growing trend among hotels in areas that experience inclement weather conditions to integrate gardens within the interior of a hotel. This provides an opportunity for guests to enjoy a garden experience, even if the outdoor weather conditions don't permit.

Overall, property owners within the hospitality sector are looking to landscape architects to come up with innovative and interesting ideas to further elevate the guest experience, which keeps guests coming back for more.

GlobeSt.com: How are property owners able to elevate the apartment-resident experience through landscape design?

Brinkerhoff-Jacobs: A multifamily property with well-articulated landscaping can play a significant role in delivering that strong first impression that attracts new residents. Multifamily owners are seeking landscape architects that can create environments that cater to the growing demand for resort-style, luxury apartment communities. For example, we recently designed the landscaping for the Marke in Santa Ana, CA, where we incorporated a resort-style Vegas flair that truly encapsulates the live/work/play environment that residents are demanding. By strategically combining the elements of a destination resort with intimate outdoor areas and a resort-style rooftop pool, we are able to create youthful, vibrant designs that appeal to the Millennial demographic and drive renter demand for property owners.

GlobeSt.com: What types of sustainable measures is your firm implementing in each of its landscape designs?

Brinkerhoff-Jacobs: As a California-based firm, we definitely understand the need and importance of sustainable landscape design. We are able to work with property owners to deliver vibrant, lush landscapes that also preserve the property's overall sustainability. For example, at Pacific City, we incorporated drought-tolerant landscaping, focusing on plant materials that were native to the area and minimized the amount of water needed at the property. We also incorporated hardscape materials such as wood that would create a sustainable and durable design without compromising the center's coastal vibe. In addition to sustainable materials, we also work with property owners to integrate drip irrigation systems and recycled water, which further help to reduce operating costs at a property.