From this discussion and discourse, the relatively new concept of placemaking and the new role of placemaker has arisen. Sitting firmly in the gaps between urban design, landscaping, urban development, and the physical matter of place, placemaking is helping create culture among physical developments and spearheading the creative science of where we live, work, and play.“Placemakers answer critical questions every day,” explains Steve Cornwell of ERA-co, a global place consultancy helping make “placemaking” part of the everyday vocabulary. “These are people seeing things through a cultural lens. They are often former marketers and branding experts who are now shifting to shaping the software of our living spaces and the ecosystem of building and design.”Placemaking is becoming more integral to society as those who craft the places we live, work, and play come to realize that those spaces need to include more than just brick and mortar. ERA-co is at the forefront of placemaking, harnessing the power of data and technology to unlock the sometimes hidden potential of “place.”
What is a Placemaker?
Placemaking as a science and a discipline seeks to delve into why people choose the places in which they live. The concept of placemaking weaves together culture, humanity, the use of space, and built environments. “It’s a new and evolving industry,” says Cornwell. “The end goal is to advance humanity. Soon, we hope to see placemaking become an academic discipline in that people can go to school to train to become placemakers.” Placemaking fits between development and design, considering community, connection, engagement, and feel. When one considers how marketers and branding experts approach selling a consumer product, it is very similar to how placemakers are positioning spaces. However, the return on creative investment into placemaking may not be the instant gratification that most marketers are used to. Placemaking can be more of a slow burn — watching what attracts people, seeing what aspects of place people gravitate towards, and learning how to integrate those features into a place as organically and seamlessly as possible.Placemakers know how to tap into community desires and needs. They are in tune with the feel of a place and the nuance of a place beyond aesthetics. Input from professionals such as urban designers, developers, landscape architects, and marketers or branding experts can create the foundation for effective placemaking. However, the placemaker is becoming a position of its own within public place design.ERA-co.’s team of placemakers explores the interactions between people and place to create truly human-centric living and working experiences and environments. Through thoughtful responses to big data and a detail-orientated approach, ERA-co. is helping create a new discipline of placemaking and built environment consulting.
The Placemaker as an Integral Part of Society
People have always yearned to create communities that went beyond just buildings and roads. All communities have a feel, a culture, and the potential to drive social momentum. The placemaker is becoming an integral part of creating spaces because the benefits of placemaking are clear. “When done right, placemaking has the ability to advance humanity,” says Cornwell.Thoughtful placemaking can create enhanced community well-being. Placemakers are focused on the physical and mental health of those within spaces, community synergy, and social interaction. Modern placemaking integrates data and technology to decode communities in real time, leading to transformative insights and better long-term results. In-depth data analysis can help placemakers determine the pull of sustainable green spaces on community members or how adding healthy-living aspects such as walking trails or bike paths can impact a community’s viability.By unveiling the character and culture of a place, placemakers can drive increased civic engagement. Involving data insights from residents can lead to residents feeling a stronger sense of belonging and ownership over the space where they live.Placemakers can also contribute to increased neighborhood vitality and stimulated economic activity. Much like savvy branding and marketing professionals, placemakers know how to deftly weave creative community involvement and strategy to build dynamic places over time.Though placemaking is still a relatively new facet of urban planning, it is no less important to the creation of the spaces where we choose to live. ERA-co. is leading the world in transformative placemaking and playing the “long game” in terms of the importance of placemakers in the near future. Through innovation, technological advancements, and a deep understanding of culture and humanity, ERA-co is proving just how important placemakers are in forming the future of cities and towns. About the author: Amanda Reseburg has been a freelance journalist since 2016, with work featured in Scary Mommy and the Beloit Daily News. She was a creative entrepreneur for 13 years and founded her own hospice photography volunteer program, profiled by PBS. She lives in Orlando with her husband and three children.
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