by Jeremy Brutus, Co-Founder, URBN Playground

For most of my life, I’ve been passionate about creating connections – be it connecting people to other people, to places, or to experiences.

This passion has served me well an amenity consultant for the past 15 years. I’ve worked on amenity and lifestyle projects in locations ranging from California to New York to Saudi Arabia, comprising luxury high-rise condominiums, apartments, gated communities, hotels, and corporate fitness centers.

Recently, I decided to take an exciting leap of faith and launch my own amenity consulting firm, Urbn Playground. During my career as an amenity consultant, I was often frustrated by the traditional and outdated approach taken towards amenities.

This led me to venture out on my own in an attempt to revitalize the amenity marketplace. I’m always inspired by stories about people like my dear friend Maria Chatman, who is bringing new life to a traditional industry.

I’ve known Maria for over ten years, and I’ve seen her passionately combine her personal interests as a nationally-ranked triathlete with her desire to make a difference by ending child obesity. In her own words, her current mission is “Helping kids help themselves to a healthier way of life”. She runs fitness programs for kids that are fun and don’t feel like “exercise”, changing kids’ perceptions towards living a healthy lifestyle.

Her story, and many others, prompted me to think about how I could impact my own industry in a positive way.

As someone who lives and breathes community, I believe that amenities should not just be standalone spaces or facilities. They should foster engagement and connection throughout the entire local community.

The Power of Connection

We live in a world that is highly connected on a virtual level, yet as humans, we still long for physical connection. We find ourselves drawn to cozy cafes, communal areas, and trendy bars for one simple reason: connection.

We long for connection, whether to other people or even to the world around us. Seeing and hearing alone is not enough. For powerful, memorable experiences to be created, we need to taste, touch, feel, and smell.

Over the course of my career, I realized that being an amenity consultant is not just about cost savings, SOPs, or hiring and managing staff - although we do all those things. It’s also about doing what brings me the most joy: creating connection.

In the line of work I do, I get to create connections, day in and day out:

• Connecting people to people: I connect developers and building managers with vendors. I negotiate best prices between them and forge lasting partnerships. I also connect residents or hotel guests to each other, through community-oriented lifestyle programs.

• Connecting people to experiences: I connect people to memorable experiences, from wine tasting sessions, to yoga classes, to beer festivals, and to a whole host of other unique experiences.

• Connecting people to places: Perhaps most satisfying of all, I connect people to their cities and neighborhoods in a whole new way. Whether it’s helping them discover an art gallery down the road, an artisanal coffee joint across the street, or a co-working space two blocks away, I help them find hubs, enclaves, and oases to meet their varied needs, creating micro-communities within bustling cities.

Connecting People to People

One of my favorite examples of this was an NYC property project that I worked on. Designed for young, single millennials, the building was mostly made up of studio and one-bedroom units. Over time, the residents grew up, and started having babies.

From a few families with young children, the number grew to over 10 families. From being a tight-knit, young and trendy community, the residents became disparate groups with different identities from when they first moved in.

In casual conversations with the Lifestyle Director, these young parents said that they were starting to feel out of place. In response, the amenity management team decided to start a small play group in the building.

The first play group consisted of just three woman, who began bringing their kids to a makeshift play area. Since then, the group evolved into a tight-knit community of families with children. At last year’s holiday party, almost 20 children joined the fun, and this disparate group of people felt like a community once again.

Connecting People to Experiences

Life is a collection of experiences and memories, some negative and some positive. I am blessed to be able to play a part in creating positive experiences for people every single day. I often tell people that I’m in the business of fun!

It is incredibly fun to create experiences for people that enrich their living experience. I enjoy helping building and hotel managers create unique experiences that distinguish them from the competition.

As an example, one of the projects I've worked on was a multi-sensory wine-tasting experience with the Moore Brothers. We held video conferences with winegrowers in Italy, France and Germany for people to see and hear the people who grow the grapes. We provided soil samples for participants to touch and feel. And of course, everyone got to taste and enjoy the wine at the end! These types of experiences are priceless for everyone that it involves. 

Connecting People to Places

The places in which we live, work, and play – the buildings, houses, towns, and cities – add a richness to daily life. Yet in our daily commutes between home and work, we miss out on experiencing our local surroundings to the fullest.

When was the last time you’ve been to a local gig or visited a nearby museum? There are countless things to see and do in and around our cities and neighborhoods. But finding out what to do, when and where, can be daunting with our busy lifestyles. Just try Googling "things to do this weekend". You’ll likely be overwhelmed by the amount of information to sift through.

Through concierge services, we are able to connect people to their city from the comfort of their homes or hotel rooms. We curate and share experiences for residents and guests to enjoy in their local towns, cities, and states.

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In all, it has been an exhilarating ride leading up to where I am today. In preparing to launch out on my own, I’ve received overwhelming support and felt so much joy along the way.

This blog marks the beginning of an exciting new journey – one that I hope to share with you. If you are looking to take your next development project to another level or to inspire your existing residents, I'd love to help. Drop me a note at jeremy@urbnplayground.com and I'll be in touch!