Wednesday, June 27
Moscone Center, San Francisco
Paid By May 15 - $395
After May 15 - $495
What could be more important than understanding what motivates and inspires people to purchase new homes today? In a rapidly fragmenting world of like-minded groups, special interests, household formations and lifestyle choices, nothing is more critical for the homebuilding industry than understanding the nuances of a changing consumer landscape. Yet, homes and communities are still being planned, designed and built without any real insight into or acceptance of this new market reality.
We have engaged the brightest thinkers, inside and outside the industry, to share what they are learning as they research, innovate and test new concepts in designing, building, marketing and selling new homes – as you will experience, it’s all up for re-invention.
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2012 Forum Agenda
GENERAL SESSION KEYNOTE
8:30am–9:30am
The Element: How Finding Your Passion Changes Everything, Sir Ken Robinson, PhD
Sir Ken Robinson, PhD is an internationally recognized leader in the development of education, creativity and innovation. He is also one of the world’s leading speakers with a profound impact on audiences everywhere. The videos of his famous 2006 and 2010 talks to the prestigious TED Conference have been seen by an estimated 200 million people in over 150 countries.
His book The Element: How Finding Your Passion Changes Everything (Penguin/Viking 2009) is a New York Times best seller and has been translated into twenty-one languages. His latest book is a 10th anniversary edition of his classic work on creativity and innovation, Out of Our Minds: Learning to be Creative (Capstone/Wiley).
FORUM SCHEDULE
9:45am–10:30am
The Dream of Homeownership Recharged
The market ahead will be about relationships, not frugality, with engagement creating the opportunity for value and innovation. Social currency, curated decision-making, circles of intimacy, a culture of contentment and vigilance are some of the key dimensions that will shape the future of home. In his presentation, J. Walker Smith will look ahead to what this means for the American dream of home ownership and ways in which homebuilders can connect with consumers concerned more about how they are treated than what they get.
J. Walker Smith, President, The Futures Company
10:45am–12:00pm
A Conversation about Demographics
Demographic change and future demand for real estate are inextricably linked. The challenge is that we’re drowning in data but starved for interpretation. Enter two of of America’s leading researchers and strategists on emerging shifts in the consumer landscape. This session will explore the fundamental changes in U.S. demographics trends—including insights and analysis from the latest census data—and their implications for homebuilders as they plan the quality, type, and location of emerging needs for new real estate development.
James Chung, President, Reach Advisors
Gary Painter, Director of Research, Lusk Center for Real Estate, USC
12:00pm–1:30pm
Lunch break
Concurrent Breakout Sessions
1:30pm – 2:45pm
The Strategy of Innovation
The economy has sputtered; sales have slowed or in some places crawled to a halt. Shoppers have made their opinions known by choosing not to buy. It is time to have a frank discussion about what is working and what is not and hear how critical thinkers are reinventing how homes are designed, built, marketed and sold. Discover why innovation may hold the key to your future.
Kathleen Cecilian, President/CEO, Cecilian Worldwide
Carina Hathaway, Vice President of Marketing, Brookfield Homes
Barry A. Berkus, A.I.A., President, Berkus Design Studio
The Real Millenials
This panel of rising Gen-Y real estate will discuss their generation’s motivational and aspirational outlook for the next decade and likely impacts on key real estate issues. Through a combination of real-time data, professional experience, inside knowledge and anecdotal info, panelists will share the unique characteristics of their peers that will help developers, builders, cities and employers win the Gen Y future.
Moderator: Tim M. Cornwell, Director, The Concord Group
Kim Havens, Project Manager, LEED AP, Wilson Meany Sullivan
William Spurzem, Job Captain, LEED AP, BAR Architects
Caitlin O'Connor, Prudential Real Estate Investors
Jason Chow, Development Manager, AvalonBay Communities, Inc.
Concurrent Breakout Sessions
3:00pm – 4:15pm
Rational Exuberance!
We are well beyond the stage of making lemonade out of lemons. Yet we're not quite at Irrational Exuberance. It's time to come learn from the leaders about their latest successes at master planned communities, from the Rocky Mountains to the Pacific Coast and a special treat from Canada!
Come hear some powerhouse case studies from Forest City Stapleton, Plays Vista Los Angeles, Newland and Vancouver.
- The Power of Parks at Playa
- Engaging people before there's a there there - North Stapleton
- Do Pumpkin Festivals have legs?
- Pop Up Public Outreach Pecha Kucha
Moderator: Sandra Kulli, President , Kulli Marketing
Tasha Jones, Director of Marketing, Forest City Stapleton
Randy Johnson, President, Playa Vista
Teri Slavik-Tsuyuki, Senior VP & Chief Marketing Officer, Newland
Norbert Jakubke, President, The Idea Partner
Think Forward or get Left Behind
With the rate at which today’s market is changing, builders and developers have only two options: think forward or get left behind. Join this distinguished panel as they address the paradigm shift from “push” marketing to conversation-oriented, trust-building marketing. Take a behind-the-scenes look at integrated marketing strategies. Walk away knowing the top ways to increase builder traffic and sales using results-driven and cost effective methods in the new world of marketing.
Moderator: Boyce Thompson, Principal, BT Media
Jennifer Fidelman, Vice President, Strategic Marketing, Gunn|Jerkens Marketing Communications
Greg Cargill, VP Client Services & Social Media Services, Blitz
4:30pm – 5:15pm
Wrap-up with Chris Waugh
Chris Waugh is a director and co-founder of IDEO’s Food & Beverage practice, and a lead in the Consumer Experience Design business community. In both of these roles, Chris is focused on using design thinking as a means of creating positive impact for IDEO’s clients, their customers, and consumers.
Chris Waugh, Director, IDEO
PCBC 2012
June 27-28
Moscone Center
San Francisco, CA
Exhibit Hall hours:
June 27, 9:30am - 5:30pm
June 28, 9:30am - 5:30pm
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, VP, John Burns Real Estate Consulting, LLC
Peter is Senior Vice President at John Burns Real Estate Consulting, a real estate advisory firm that offers research, analysis and strategic advice for the U.S. development industry. He directs market and consumer analyses, transaction due diligence and asset valuation assignments, with a focus on residential products of all types, including rental and urban/mixed-use and infill development. He has served in leadership positions for ULI, PCBC and BIA-San Diego and has been a featured speaker on market and consumer trends at PCBC, NAHB and ULI.