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Ep. 45: The Power of Lifestyle in Community Building
This episode of the Alosant Innovator Series features a panel of thought leaders in lifestyle programming: Amanda Arnold, Vice President of Lifestyle at OnPlace; Erin Contino, Communication & Creative Services Manager at Rancho Mission Viejo; Karlien Cordier, Division Lifestyle Director for Toll Brothers; Lauren Brown, Lifestyle Program Director at Brighton Corporation; and Monica Hollins, Founder and President of Outside The Box Consulting. Together, they share insights on the evolving role of lifestyle in communities, from fostering a sense of belonging to securing resident buy-in for sustainable programming.
The panel explores how developers are increasingly recognizing the value of well-curated lifestyle experiences. They highlight the critical role of lifestyle professionals in guiding residents—from their initial home selection to long-term community engagement. Throughout the discussion, all panelists emphasize connection and relationships as the foundation of a true sense of belonging.
The conversation also delves into the growing importance of wellness initiatives, the impact of lifestyle on home sales, strategies for building anticipation before a community launch, and approaches to navigating emerging lifestyle trends.
The episode concludes with advice for those looking to enter the lifestyle industry, underscoring the need for passion, adaptability, and a deep understanding of community dynamics.
Join us for an insightful discussion on the impact of lifestyle programming in shaping connected communities.
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About Panelists:
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Amanda Arnold, Vice President of Lifestyle at OnPlace
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With a track record of leadership in the lifestyle space, Amanda leads OnPlace’s lifestyle operations across the country. She is passionate about creating and fostering community, and is on a mission to elevate the lifestyle industry through effective communication and training.
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Erin Contino, Communication & Creative Services Manager at Rancho Mission Viejo
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With twelve years of experience in strategic integrated communications, I bring an innovative and results-driven approach to the lifestyle property management industry. In my role as Communications & Creative Services Manager at Rancho Mission Viejo, I oversee three unique brand entities and help design and promote over 250 events each year, including 12 large-scale signature gatherings. My approach is all about building strong teams, aligning strategic goals, and creating experiences that exceed expectations.
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Karlien Cordier, Division Lifestyle Director for Toll Brothers
I am a specialist in PEOPLE and EXPERIENCE CURATION, boasting more than 14 years of extensive experience within the event industry. My approach to events is marked by curiosity, innovation, and a resolute commitment to challenging conventions. By diligently seeking to comprehend individuals, products, and brands through collaborative efforts with multidisciplinary teams, I have successfully crafted events that authentically convey the values of the products and brands they represent, while fostering communities and ecosystems that align with the shared values and objectives of the community at large. Through the curation of event experiences, my focus lies not only on connecting individuals with products but also on facilitating meaningful connections amongst people themselves.
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Lauren Brown, Lifestyle Program Director at Brighton Corporation
Lauren Brown has been shaping the landscape of lifestyle communities for almost 7 years as the Lifestyle Program Director for Brighton Corporation. From launching their inaugural Lifestyle community to spearheading the growth of the Brighton Lifestyle brand, Lauren has played a key role in their evolution. She's now leading the charge as Brighton expands into Pinnacle, its first master planned lifestyle community, building upon their successful foundation in 55+ communities.
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Monica Collins, Founder and President of Outside the Box Consulting
Monica Hollins draws on over two decades of industry expertise in her current roles. She previously served as National Director of Lifestyle Services Consultant at Associa (2023-2024) and has been working as a strategic advisor in the position of Chief Wellness Experience Officer since May 2024. In this role, she specializes in build-to-rent communities and implements the Zeal for Living Pillars throughout their wellness communities.
Her career began in 2003 at a prestigious private health club under DMB Inc. and Associates, where she oversaw programming events and leagues. She later transitioned to CCMC as Lifestyle Director, managing comprehensive lifestyle and wellness programs for master-planned communities. She was promoted in 2010 to oversee resort-style community operations and later to manage a high-rise luxury condominium. In 2015, while serving as community manager at The Plaza Lofts at Kierland Commons, she earned the AACM G.E.M. Award. Her career path then led her to Freehold Communities as Director of Lifestyle Services, requiring a relocation from Scottsdale to Austin, Texas. Through her consultancy, Outside the Box Consulting, she provides innovative solutions for community experience, lifestyle, placemaking, and amenity solutions to prominent clients such as Columnar Investments, Goodwin and Co., and Woodbine Development, among others.
Monica thrives on mentoring lifestyle directors while helping bring community visions to life. Through her consultancy, she collaborates with developers like Columnar at the earliest stages, establishing community identity before breaking ground. Her consultancy approach allows her to meet each client exactly where they are in their development or management journey.
She continues to demonstrate the dedication to excellence that has characterized her entire career. She currently serves as the Chair of the ULI MPC Council in Austin, Texas, where she resides with her loving husband, talented 14-year-old daughter, and loving Australian Labradoodle, Peter Parker.