Wednesday, June 5
San Diego Convention Center
Paid By April 23 - $395
After April 23 - $495
Emerging trends in consumer attitudes, expectations, and patterns are driving where and how Americans want to live today. Discover how new homes and communities can better align with these priorities. The Consumer Insights Forum engages the brightest thinkers, inside and outside the industry, to share what they’re learning as they research, innovate and test new concepts in designing, building, marketing and selling new homes. As you’ll discover, it’s all up for re-invention.
Forum Sponsor:
2013 Forum Agenda
GENERAL SESSION KEYNOTE
8:30am–9:30am
Maximizing ROI in Place, Richard Florida
Richard Florida is one of the world’s leading thinkers on economic competitiveness, demographic trends and cultural and technological innovation. Author of international bestsellers The Rise of the Creative Class and Who’s Your City?, he is an adviser to government leaders, diplomats, economic development organizations and Fortune 100 businesses. His latest book, The Great Reset, explains how new ways of living and working will drive post-crash prosperity.
Drawing upon extensive social, demographic and economic research, Florida will reveal underlying drivers of real estate success going forward—including a series of leading indicators to identifying high value locations. Contrary to predictions, high-speed connectivity and an increasingly independent workforce have not rendered location irrelevant. As Florida will demonstrate, place matters now more than ever—and his insights will help you maximize your investment in it.
FORUM SCHEDULE
9:45am–10:00am
Introduction and Welcome
10:00am–10:30am
Opening Forum Keynote
J. Walker Smith, President, The Futures Company
10:45am–12:00pm
Revival of the Fittest
What does it take to successfully evolve and adapt in today’s world of rapid change? How are new opportunities built on the foundations of past experience? Hear from four industry professionals who have expanded their horizons, ignited the fuse of new ideas and found success by embracing change. Swapping stories from their own reinventions, this panel will help define the ingredients that are key to making the most of a changing marketplace.
Moderator: Barb Nagle Statler, President, Marketscape Research & Consulting
Jeff Meyers, President, Meyers Research, a Kennedy Wilson Company
Chris Meany, Partner, Wilson Meany
Rick Andreen, President, Shea Homes Active Lifestyle Communities
Catt Fields White, Director SD Weekly Markets, Co-Founder San Diego Public Market
12:00pm–1:30pm
Lunch break
Concurrent Breakout Sessions
1:30pm – 2:45pm
Diversity is Reality: Marketing That Respects all Audiences
Homebuilder’s today are encountering very diverse buyer profiles in both infill and suburban locations. This panel will address how new home marketing professionals and homebuilders are developing and implementing successful neighborhoods and marketing programs geared toward diverse homebuyers including those of Asian (Chinese, Japanese, Korean, Vietnamese, etc), Indian and Hispanic descent, Gay/Lesbian, Single, Single-Parent and Multi-Generational Households.
Moderator: Carina Hathaway, VP Sales & Marketing, Brookfield Homes
Gary Ware, Director, Digital Experience, i.d.e.a.
Rick Fletcher, Vice President Sales & Marketing, MBK Homes
The Changing DNA of Master Planned Communities
Learn how changing consumer attitudes are affecting the future of master planned communities and new home designs. The panel will tackle what’s new, what can be financed and what’s already being introduced to the market. Don’t miss this fast-paced interactive dialogue with leading professionals from planning, development, finance and homebuilding.
Moderator: Melinda Masson, President, Masson Investments
Randy Jackson, Partner, The Planning Center
Randall Lewis, Executive Vice President, Lewis Operating Company
Connie Emmitt-Stern, Senior VP, Resmark Equity Partners
Jeff Roos, Regional President, Lennar
Concurrent Breakout Sessions
3:00pm – 4:15pm
No Risk, No Reward: The Value of Different
Demand is increasing for fresh alternatives to traditional suburban living. With the change in the economy and a shift in priorities, consumers are craving new housing choices. How are changing demographics and lifestyles impacting where homes are being built and how they are being designed for new ways of living? This panel of innovators will share and discuss how our living environments are evolving. Unique built examples that are responding to these shifts will be presented as well as how to get ahead of the curve for what is next. Come see what’s changing, what’s working and where we are going.
Moderator: Cindy Harvey, Principal, Kephart
Mark Scheurer, Principal/Owner, Mark Scheurer Architect
Eric Brown, Vice President Client Resources, William Hezmalhalch Architects, Inc.
Dean Wehrli, Vice President, John Burns Real Estate Advisors
Consumer Insights and Design Innovation
Challenged by new drivers of demand, changing consumer preferences and aggressive competition, what are the most effective ways to make sales, increase profits and create great communities, homes and neighborhoods? The answer today is focus on the consumer and design innovation. Four of the industry’s most creative minds will address these ever-present challenges—how to understand buyer motivators and desires, and meet them with creative design solutions—sharing what they’ve learned from the past, what they’re doing today, and what they’re planning for the future.
Moderator: John Martin, Principal, Martin & Associates
Mollie Carmichael, Principal, John Burns Real Estate Advisors
Teri Slavik-Tsuyuki, Chief Marketing Officer, Newland Communities
Tom Martin, Vice President Planning & Product Development, FivePoint Communities
Tom Redwitz, Partner and President, The New Home Company
4:30pm – 5:00pm
Wrap-up – What we learned and how to implement it.
PCBC 2013
Homebuilding Tradeshow
June 5-6, 2013
San Diego Convention Center
San Diego, CA
Exhibit Hall hours:
June 5, 9:30am - 5:00pm
June 6, 9:30am - 5:00pm
Forum Chairs
Beth Callender, Principal, Greenhaus
Beth is principal and senior strategist at Greenhaus, a marketing company that works throughout the western United States providing expertise in research, visioning, strategic planning, branding, advertising, graphic design, direct marketing and lead management in the real estate industry. She has served on the board of PCBC and in leadership for the Urban Land Institute (ULI); currently on the national program committee. She has been a featured speaker on consumer trends and marketing strategy at the American Marketing Assoc. (AMA), NAHB, PCBC and ULI.
Peter F. Dennehy, Senior Vice President of Advisory, Meyers Research, LLC
Peter Dennehy is Senior Vice President of Meyers Research, LLC. He has 25 years of experience analyzing real estate developments for developers, financial institutions and public agencies throughout the United States. He has directed consulting engagements for hundreds of clients, covering a wide array of product types and real estate asset classes, with a particular focus in recent years on rental and for-sale residential projects, mixed-use urban infill developments, master planned communities and portfolio analysis.
Barb Nagle Statler, President, Marketscape Research & Consulting
Barb Nagle Statler is noted for her track record in consumer research and strategic planning. She founded Marketscape Research & Consulting to address the unique information needs of the building industry.
While Nagle works with such industry leaders as Starbucks, TaylorMade Golf and Wells Fargo, she specializes in the "the most complex consumer purchase of all", the American home. Her research efforts help homebuilders and developers across the country to acquire new and deeper insights for decision-making in a fast-changing marketplace.