The Rise of the ‘Lifestyle Director’ in Class A Multifamily

By Published On: October 18, 20223.6 min read

One growing trend with luxury towers is having a lifestyle director. It’s a cross between an events manager, a luxury concierge and an in-house curator of cool.

Typically lifestyle directors are known for being an activity director, which plays a key role in offering a social calendar for residents, as well as a sense of community. They are an added top-up to the amenities, adding a “social lifestyle” component.

The Ritz-Carlton Residences in Miami Beach, has partnered with South Beach Diet founder Dr. Arthur Agatston, who offers residents an annual membership for their medical concierge service, which costs $12,000 per household. It’s considered a “closing gift” when they buy a property here. It is a wellness-focused program that offers each household access to concierge physicians, as well as full physical exams, a personalized health plan through Agatston’s online platform, as well as video consultations and remote monitoring.

Meanwhile the Luxe condo in Phoenix has a lifestyle director who creates experiences that aim to create a sense of community and connect neighbors through a series of ongoing events and activities like wine tastings, nature walks and fitness classes. As they write on their website: “Our lifestyle director builds a welcoming family-like atmosphere for all who live here. Just steps away from their homes, residents will discover the simple pleasures of meeting up with family and friends for sunbathing, dining, and socializing around the fire pits and outdoor kitchens.”

Skyscrapers tower above a city skyline.

Images provided by Extell

Take the Latitude Margaritaville near Daytona Beach, which offers concerts and regular musical performances, as well as talks from guest speakers, entertainers, movie nights, pool parties and barbecues for neighbors to invite their friends.

It isn’t just for condos, but assisted living for seniors, too. The Watercrest Naples Assisted Living and Memory Care building has their own dedicated lifestyle director, who organized a centennial celebration to honor celebrity icon Betty White.

The Kimblewick by Del Webb, an adult community for those 55 and older, are building a clubhouse and amenity center called the Carriage House opening summer 2023. Their lifestyle director on staff will facilitate programming for the various social clubs, activities and hobbies available within the community.

Bryan Grandison is the Director of Lifestyle services of Extell Management Services. He manages residential experiences across many luxury properties, including Central Park Tower, One Manhattan Square and Brooklyn Point, a luxury tower in downtown Brooklyn, which is home to the tallest swimming pool in Brooklyn at 680 feet off the ground, making it the highest infinity pool in the western hemisphere.

Grandison said added amenities are a huge perk for residents. “At Brooklyn Point we are always looking for creative and intuitive ways to give our residents a seamless living experience, including in-home services.”

“We’ve created several partnerships with companies, including Piers Laine, which offers everything from various nail services to reflexology treatments in the privacy of our residents’ homes,” he added. “Many of our residents have found these services, coupled with all of our other amenities, to be a valuable part of living in our building.”

He explained: “Lifestyle Directors at luxury residential developments have changed the living experience for residents, and are now an integral component of building communities. Not only do they develop seamless experiences, but they help create a community where residents can meet their neighbors and develop friendships as well as bring entertaining and interactive experiences to buildings.”

A nail stylist waits for a customer.

Images provided by Extell

“At Brooklyn Point in Downtown Brooklyn and One Manhattan Square on the Lower East Side, we activate our amenity spaces and create partnerships with local businesses so residents can have something fun to do on any given night of the week,” Grandison said.

“These programs and activities have been very popular, and residents keep returning time and time again to our events.”

The events range from sound bath meditations in their film screening rooms to happy hours with sommeliers, as well as summer barbecues, bingo and trivia nights with catered food selections and, Saturday morning pickleball club. “The activities are ones that our residents can participate in, are endless and we look forward to creating more fun and lively experiences for them,” he said.

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