Bells and Whistles

Swimming pools. Fitness centers. Off-the-shelf preframed artwork. It's your standard list of clubhouse offerings found in most multifamily communities. But what if you took your clubhouse to the next level? Imagine the reaction of prospective residents when they see your 24-hour, state-of-the-art fitness center with personal trainers and Olympic-size swimming pool, the commissioned sculptures and artwork, stylish furniture that matches, or the multimedia theater, complete with surround-sound. As the location for most leasing offices, the clubhouse needs to make the prospect say, "Wow, I want to live here." And with proper planning and know-how, multifamily developers can successfully appeal to the renters-by-choice market.

Know Your Market Renters are seeking an experience–they want their apartment homes to be more than a place to sleep and eat dinner. With this greater emphasis of lifestyle, flexibility, and convenience, the clubhouse has become a vital part of multifamily communities–and an extension of residents' homes. But before you hunker down to design a new space, you need to know who your potential residents are and what they want.

The clubhouse at Legacy at Studio City, in Studio City, Calif., was designed to appeal to people accustomed to a fun, fast, and exciting lifestyle. "It's critical to get detailed information about potential residents from the builder in the beginning," says Victoria Currens, principal with Style Interior Design based in Irvine, Calif. "We like to collaborate with builders at every stage of the project. First and foremost, you have to determine how the space is going to function and who will use it because this influences most design decisions."

For instance, Legacy Residential Partners Inc. targeted its community–Legacy at Studio City in Studio City, Calif.–to a younger renter profile by decorating its clubhouse with trendy, cutting edge style, using bright colors. The clubhouse offers high-class amenities, such as a spa and steam room, a gourmet coffee bar, and multiple fireplaces, intended to attract young, hip professionals willing to pay premium rents for this area. The monthly rents range from $1,430 to $3,900.

Stone, metal, and a variety of green hues were used throughout. And, as a nod to its Hollywood location, an assortment of black and white photographs of musicians such as Kurt Cobain, Bob Dylan, and Jim Morrison, adorn the walls. "This clubhouse has a Hard Rock Café feel to it," says Eric Olsen, associate with Thomas P. Cox: Architects of Irvine, the architect of the project.

"We needed to appeal to people who are accustomed to a fun, fast, and exciting lifestyle," says Thom Cox, principal of Thomas P. Cox: Architects. The upscale apartment community is in a prime location off Ventura Boulevard among trendy nightclubs, restaurants, shops, and neighborhood retail outlets, so the clubhouse was designed to match its surrounding environment.

Spot the Trends While determining your residents' wants and needs, you also need to look at the latest trends in styles, colors, and materials. After all, this is the room that many prospects see first–you want it to look fresh and vibrant.

Each year, the Color Marketing Group (CMA), an Alexandria, Va.?based nonprofit association of color designers, forecasts the upcoming trends in color. For 2004, the palette is sophisticated and elegant. "Luminous and somewhat transparent colors that are influenced by new materials will be popular in interiors. People are moving toward luminosity, phosphorescence, and colored lights to show case interior walls or surfaces," says Kristin Fraidenburgh, contract color directions co-chair for CMA. Some of the colors that will be popular in 2004 include Crystalline, a light-infused blue; Malt, not quite beige, not quite gray; Tincture, an herbal neutral green, almost black; Depth, a melding of blue and green; Hot Sauce, a spicy new red; and Myth, a color that reflects purple and gray.

In addition to color, there is a trend toward using wood in the clubhouse, whether for flooring, shelving, or furniture. For flooring, you don't have to install expensive hardwood floors. New materials mimic wood floors–and they require less maintenance, too.

Meeting Place Today's multifamily resident wants to be able to meet and relax with their neighbors. "The desire to interact and connect as well as the desire for an 'experience' have become significant social trends," says Currens. "These have a definite impact upon people's ultimate decisions [on where to live]." Because clubhouses serve as the nucleus for a variety of community functions, you'll want to create comfortable and inviting places where people can gather and socialize, whether through a building-sponsored holiday party in the main room or just walking on the treadmill in the fitness center.

Great care and attention should be put into selecting the location for clubhouse facilities. "Clubhouse areas need to be located in a centralized location that is convenient," says Cox. "Many builders provide clubhouses because marketing says they should, but then they stick them in a dark corner somewhere, and they never get used."

Inside Out, Outside In Once the location is picked, it's time to match the interior of the clubhouse with the building's exterior, which is especially important when a clubhouse includes outdoor spaces like patios, gardens, and barbecue areas. All elements–the architecture, landscaping, color palette, and interiors–must be in harmony.

Today's multifamily residents want to be able to meet and relax with their neighbors. It's a good idea to offer multiple locations throughout the clubhouse–like a coffee bar and comfortable seating areas. Great measures were taken to ensure balance between the exterior and interior of Water Terrace, a luxury high-rise in Marina del Rey, Calif., owned and operated by Lincoln Properties. The property boasts a number of outdoor extensions of the clubhouse, adding perceived value to the facility. The outside areas not only take advantage of ocean views, but also encourage socializing thanks to a fireplace and seating areas.

Water Terrace is targeted to an upscale, affluent, contemporary audience. The clubhouse design features warm, natural color, contemporary art, glass, stainless steel, and clean-lined furnishings. "We had a steel piece commissioned for the clubhouse that fits in beautifully with the rest of the décor," says Currens. "Its strong, sensual lines really make a dramatic statement."

A Nod to the Past Historical preservation provided design direction for the clubhouse at SEASONS at the Hoover in Whittier, Calif. Working with the city of Whittier, LINC Housing and Vista Communities completely renovated the aging Hoover Hotel into a 50-unit affordable senior housing property. A key component of the project was the community clubhouse, according to Hunter Johnson, president and CEO of LINC Housing.

The goals of the project included preservation of the historic fabric of the 100-room hotel building, which was built in the early 1930s. In the clubhouse, terra cotta tiles, ornate wrought iron detailing, lead-panel windows, and large entry arches were either restored or recreated to match the original building. "Residents can gather in the two-story clubhouse and feel very comfortable," says Johnson. "We also included couches, artwork, and books–designed to feel like an extension to the residents' homes."

The look and feel of multifamily communities continues to change. Greater competition is forcing developers to differentiate their products–and it all starts with the clubhouse. There is a new focus on lifestyle, amenities, and services. Developers willing to provide excellent clubhouse design, not to mention quality amenities and services, will add value to their property and will successfully attract renters willing to pay premium rates.

–Christine Rombouts is a freelance writer based in Costa Mesa, Calif.

Government Regulations Remember that there are a number of regulations, particularly fire codes, sanitary codes, and the Americans with Disabilities Act (ADA), as well as design issues, that must be addressed in your clubhouse design.

Multimedia theaters, complete with surround-sound, have become a popular amenity that attracts the renter-by-choice market. For example, sofas used in clubhouses are usually much sturdier than sofas made for residential use. Commercial-grade furniture has special fire-retardant foam and fabric, denser foam for extra durability, and blocked corners that are glued and doweled.

Public restrooms have different requirements than residential bathrooms. They are required to have sanitary coves, a 5-foot turning radius for wheelchairs, and open spaces beneath counters along with insulated pipes to accommodate wheelchairs. ADA requirements drive design in many instances– even down to details such as the type of handles that can be used on plumbing fixtures and door hardware.