Exploring How Curated Spaces And Cohesive Brand Narratives Transform Amenities Into Immersive,
Community-Driven Experiences over 60 % of the rental market [ i ]), prioritize experience, flexibility, and emotional connection. They’ re not drawn to static spaces— they want spaces that support connection, personal growth, wellness, and community. As more residents work from home or adopt hybrid schedules, where they live must now also serve as where they work, socialize, and recharge.
ACTIVATING AMENITIES
TEMPO AT NINE MILE
In multifamily housing, amenities are no longer just features— they ' re feelings. Today’ s residents aren’ t simply asking what their community offers, but how it makes them feel. As an example, at Tempo at Nine Mile in southeast Denver, that shift is met with intention. This musicinspired community doesn’ t just build amenities— it activates them to create a rhythmic, resident-centered lifestyle.
This evolution reflects a broader trend: amenity activation. According to the 2024 NMHC / Kingsley Report, 61 % of residents are more likely to renew their lease if they regularly use community amenities— yet only 33 % report doing so. When underutilized, amenities become sunk costs. Activated, they become community cornerstones.
WHY ACTIVATION MATTERS NOW
So why is this shift happening? Today’ s renters, particularly Millennials and Gen Z( who now make up
Exploring How Curated Spaces And Cohesive Brand Narratives Transform Amenities Into Immersive,
Community-Driven Experiences over 60 % of the rental market [ i ]), prioritize experience, flexibility, and emotional connection. They’ re not drawn to static spaces— they want spaces that support connection, personal growth, wellness, and community. As more residents work from home or adopt hybrid schedules, where they live must now also serve as where they work, socialize, and recharge.
This desire for activation echoes trends seen in hospitality, fitness, and retail industries that have moved from product-based to experience-based models. This desire for activation mirrors shifts in other industries. In hospitality, for example, 78 % of travelers say they prefer hotels that offer personalized or experiencebased stays over traditional luxury [ ii ]. From curated wellness programs to immersive communal spaces, travelers— and renters alike— want places that feel intentionally alive.
Multifamily is following suit, and Tempo is helping set the tone.
16 | TRENDS SEPTEMBER 2025 www. aamdhq. org