In this special episode of the Alosant Innovator Series, we revisit one of our most popular conversations: the origin story of Newfield. Originally featured in Episode 29, this re-air of our interview with Dan Grosswald, Division President of Mattamy Homes SE Florida, explores the inspiration behind Newfield—a small-town-style development rooted in agriculture, community, and intentional design.

But first, we sit down with Monaca Onstad, President and CEO of OnPlace, who leads the placemaking efforts at Newfield. Monaca shares how the community has evolved, the success of spaces like the Harvest House, and the ways local partnerships are helping shape Newfield into a thriving destination. She reflects on what makes the community work—from long-term community building to its unique programming.

Monaca also recently sat down with Dan Grosswald on an episode of Smith Lane, where they dove deeper into their shared vision for Newfield. Listen to that conversation here.

Whether you're discovering Newfield for the first time or revisiting its journey, this episode captures the power of vision, place, and people.

About Dan

Dan Grosswald is a highly accomplished senior executive with over thirty years of demonstrated achievements in homebuilding and land acquisition operations. His winning strategy combined with exceptional leadership skills have a proven track record for driving profit growth, market share, revenue and customer loyalty with diversified product and services knowledge and effective P&L management experience in multiple markets for both start up and high growth organizations.

Currently serving as Division President with Mattamy Homes overseeing homebuilding and land acquisition operations for their southeast Florida region, Dan has also served in leadership roles for Lennar, CalAtlantic, Standard Pacific, and Toll Brothers.

Dan attended the University of Florida for his bachelor’s degree and earned his MBA in Finance from Florida Atlantic University.

Connect with Dan

LinkedIn

Mattamy Homes

About Monaca

Monaca is a nationally recognized community relations and lifestyle executive with a passion for building community in the residential and commercial real estate markets. She has more than 20 years of sales and operations experience in the real estate industry with the last several years focused on driving new home sales and leasing efforts through placemaking, community relations, and lifestyle programming. During her time with Lakewood Ranch, Monaca helped move the community from the 4th best-selling community in the U.S. to the #1 best-selling community in the U.S. for all ages.

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Recognized as the best lifestyle director in the U.S. in 2018 by the National Association of Home Builders Sales and Marketing Council. Ranked among the top 4 lifestyle directors in the country in 2019, 2020, 2021, and 2022. Monaca holds a bachelor's degree in business management and a master's degree in marketing.

Connect with Monaca

LinkedIn

OnPlace

In this episode, we sit down with Anja Seng, Manager of DesignLens at John Burns Research & Consulting’s New Home Trends Institute team, for a conversation about how long-term consumer and societal trends are shaping the future of homebuilding.

Anja shares how NHTI’s research helps the industry stay aligned with evolving homeowner needs. We explore how her team blends qualitative and quantitative methods to uncover actionable insights—and how those findings are shared across the industry. Our conversation covers everything from shifting family dynamics and economic pressures to the lasting impact of remote work.

Rooted in research, NHTI empowers the industry to stay ahead of the curve. Anja reflects on the value of the NHTI community’s collaborative culture, the importance of embracing curiosity, and what’s ahead for both NHTI and DesignLens.

Tune in for a thoughtful conversation on how research and community come together to shape what’s next in housing.

About Anja

Anja serves as the Manager of DesignLens at the New Home Trends Institute where she tracks and analyzes the most successful, innovative homes and communities nationwide. Her goal is to bridge the gap between what consumers want and what they're being offered and uncover trends that will shape the future of residential design. Her primary responsibilities include managing DesignLens, a comprehensive database and publication featuring over 900 of the best residential projects, and overseeing NHTI's five councils—curated groups of industry leaders committed to solving housing's greatest challenges and innovating for what's next. She has a Bachelor of Arts degree in Strategic and Corporate Communication and a Bachelor of Science degree in Business Administration with an emphasis in Finance from Chapman University. 

Connect with Anja

LinkedIn

John Burns Research & Consulting

In this episode of the Alosant Innovator Series, we're joined by Evan Harney of Pahlisch Homes, a regional homebuilder in the Pacific Northwest that's redefining the homebuying experience through their user-centric platform, Wayfinder. Evan shares how they approach the process with the same level of customization you might expect when buying a Ford truck—empowering buyers to configure their future homes, explore finishes, and envision life in their space.

Rooted in the values of innovation, intentionality, and a servant’s heart, Pahlisch Homes relies on customer feedback to shape a digital journey that supports homeowners from initial inspiration through post-sale engagement. Evan also discusses how leading with values has attracted like-minded collaborators, and how thoughtful technology can bring meaningful change to antiquated aspects of the homebuying industry.

Join us for a conversation at the intersection of technology and customer care. 

About Evan

Evan Harney is an innovator that is driven by developing solutions that delight customers.  With deep experience and leadership in a variety of real estate arenas and a passion for technology, Evan has focused on creating PropTech solutions to enhance the customer experience, first as an entrepreneur and now with Pahlisch Homes.

As the Director of Software Development at Pahlisch Homes, Evan spearheads the development of groundbreaking customer experiences at Pahlisch Homes, including Wayfinder, its revolutionary app designed to transform the home-buying journey for Pahlisch Homes' customers.

Outside of work, you might find Evan on a variety of adventures that involve exploring the mountains around Bend, Oregon by foot, mountain bike or snowboard. He is also an avid tennis player and captains several USTA teams in Central Oregon.

Connect with Evan

LinkedIn

Pahlisch Homes

In this episode of the Alosant Innovator Series, we’re joined by BJ Jones, CFO at Southstar, to explore the evolving intersection of technology and community development. From the recent success of Mayfest to the long-term vision for Southstar’s flagship project, Mayfair, BJ shares insights into how his team is redefining the development process. 

BJ discusses how adopting tools like Salesforce has transformed Southstar’s operational mindset, allowing for a more scalable, platform-based approach to development. This tech-forward strategy has enhanced everything from internal processes to how they support community engagement events like Mayfest, which utilized the Alosant App to improve attendee experience and streamline communication.

Throughout the conversation, BJ emphasizes the critical balance between leveraging innovative technology and fostering relationships with municipalities, builders, and future residents. He reflects on the challenges and opportunities in real estate, particularly as an industry that tends to be slower in adopting new tech.

Tune in as BJ shares his approach to balancing technology with the power of local connection to create lasting communities.

Watch the full episode on YouTube.

About BJ

BJ works at the intersection of finance and technology. His responsibilities include debt structuring, capital procurement, planning and budgeting, investor relations and reporting, and administration and design of Southstar’s core accounting and CRM systems. BJ holds a Bachelor of Science degree in Computer Engineering from the University of Florida and is a certified Salesforce administrator and developer. And he applies his well-developed logic and analysis abilities to Southstar’s strategic financial efforts for new and existing communities.

BJ lives in Georgia with his wife and three children. His loves also include chess and Gator football. BJ is a member of Urban Land Institute and served on the Board of Directors for Helping One Guy, a nonprofit helping men in times of life-changing crisis.

Connect with BJ

LinkedIn

Southstar

In this episode of the Alosant Innovator Series, we’re joined by Aaron Crawford, founder of Pipsy—a software company focused on automating the day-to-day operations of land developers. By centralizing massive amounts of data and building tools and reports around it, Pipsy helps developers make better decisions faster and stay ahead of their daily challenges.

Aaron walks us through what developers can expect during onboarding with Pipsy. He also dives into how the platform streamlines municipal reporting compliance and tracks realtor performance, bringing automation into areas that are often manual. Everything at Pipsy, Aaron emphasizes, is designed through the lens of one: Does this help the developer? 

The conversation looks ahead at the future of software in land development. Aaron shares how Pipsy is developing AI, including a custom GPT-style bot, to answer developer-specific questions like, “When will I run out of 50-foot lots?” He also previews an exciting open-source initiative aimed at standardizing communication between builders and developers, offered free to help move the industry away from outdated processes. 

Tune in for a deep dive into the evolving intersection of technology and land development.

Curious to learn more about the value of AI for land development? Read The Rise of AI for Land Development in Real Estate Tech.

About Aaron

Aaron Crawford is a software engineer and entrepreneur from Houston, Texas, reshaping the land development industry with cutting-edge technology. As the founder of Pipsy, an AI-powered digital assistant, Aaron has streamlined operations for over 100 master-planned communities. Pipsy automates lot inventory, sales reporting, analytics, business intelligence and daily tasks, enabling developers to focus on growth while enhancing efficiency.

Rooted in Houston’s thriving land development sector, Aaron’s passion for engineering and problem-solving drove him to create Pipsy, a platform that empowers the industry with reliable, AI-driven solutions. His technical expertise and innovative mindset have made Pipsy a trusted name, delivering actionable insights and operational excellence. Aaron’s leadership continues to push the boundaries of what’s possible, constantly evolving Pipsy to meet the sector’s changing demands.

Connect with Aaron

LinkedIn

Pipsy

In this episode of the Alosant Innovator Series, we’re joined by Kate Pourhassanian, Principal and Chief Operating Officer of Unscripted Interior Design. She shares the story of launching Unscripted with her two sisters and how their 2020 rebrand sparked a deeper commitment to storytelling within their designs.

Kate discusses how every project begins with a simple question: What is the best solution for this opportunity, and how do we want people to feel in this space? That lens of empathy and intention guides everything at Unscripted. Rather than chasing trends, Kate explains how the team leans into what’s timeless and deeply personal, grounding their design in the end user's needs.

Throughout the conversation, Kate shares how this philosophy comes to life, from a wellness retreat center in Sedona to her experience working with Toll Brothers—all approached with a spirit of curiosity. She also dives into emerging conversations in the industry, like dog parks, natural play areas for children, spaces for digital detox, and reimagining 55+ communities.

Kate reminds us that interior design isn’t just about what looks good—it’s about creating environments that support how people want to feel. This episode is a powerful exploration of design as a tool for enhancing everyday life with meaning and heart.

About Kate

Kate Pourhassanian is Principal and Chief Operating Officer of the award-winning, nationally recognized interior design firm, Unscripted Interior Design. Parlaying over 17 years of sales, marketing, and trend development within the international beauty industry into the creative discipline of interior design, Kate brings fresh perspective to the home building and development sector. Fusing an educational background in spiritual formation and international beauty-brand education and development, Kate has a passion for the intersectionality of personal growth and the creative workplace. Additionally, Kate is the current Chair of HBA Metro Denver’s Council board, advisory member of the SMC Board and the Board of Directors for the International Enneagram Association, where Kate integrates these disciplines through coaching and speaking engagements, and with her team at Unscripted. 

Connect with Kate

LinkedIn

Unscripted Interior Designs

In this episode of the Alosant Innovator Series, we welcome Phil Myrick, placemaking expert and CEO of Phil Myrick LLC. Guided by the concept of “life first and then buildings,” Phil is known for his ability to dig beneath the surface and understand what makes a place magnetic.

Throughout the episode, Phil walks listeners through his approach to designing spaces that invite connection. He shares his step-by-step method, beginning with imagining the kind of life and energy you want to see in a space. From there, it's about identifying goals for the experience and crafting a program of behaviors.

Phil also shares real-world examples, including his work on Pearl in San Antonio—a dynamic redevelopment of a former brewery that has become a beloved spot for locals. With its curated mix of dining and retail, the Pearl demonstrates how authenticity and intentional design can create a win-win for both community and development. He also highlights successes in places like Laguna Beach and introduces the concept of triangulation—how placing three appealing elements close together can organically foster connection.

This episode is a must-listen for anyone interested in a deep dive into placemaking, featuring detailed examples and thoughtful discussion.

About Phil

Phil Myrick is former CEO of Project for Public Spaces and a leading expert in placemaking and creating collision spaces. Applying decades of research into how people interact with their environments and each other, Phil helps his clients to create vibrant places, destinations, districts, and developments. As a 20-year veteran of PPS, he has worked with a diverse and international spectrum of municipalities, nonprofits, universities, cultural destinations, and mixed-use developments.

Phil’s impact is illustrated by the long list of awards to his clients coming from leading organizations like the Urban Land Institute, the American Planning Association, and the American Institute of Architects. Some of his hallmark public space projects are Discovery Green in Houston, Times Square, and the Canalside waterfront in Buffalo. His work with Harvard and the University of Texas has helped to strengthen campus social life and spark the informal interactions that are so important to the exchange of ideas.

Connect with Phil 

LinkedIn

Phil Myrick LLC

In this episode of the Alosant Innovator Series, we sit down with Kevin Kelley—architect, author, and co-founder of Shook Kelley, a strategic design firm with over three decades of experience.

Kevin has dedicated his career to analyzing places and their impact on society. His book, IRREPLACEABLE: How to Create Extraordinary Places That Bring People Together, explores these themes in depth, making this conversation essential for anyone whose business revolves around place.

April and Kevin discuss the evolution of design and perception management, shifting from architecture as object-making to creating community-oriented spaces. Kevin shares his philosophy of "scene-making," comparing architecture to filmmaking, where foreground, midground, and background work together to evoke emotions and engage the senses.

A key theme of the discussion is the role of sensory experience in shaping human connection to space, arguing that traditional placemaking often neglects the biological and emotional factors influencing how people interact with their surroundings.

Their conversation also delves into Kevin's "black bag" metaphor—the idea that people bring their stresses, anxieties, and aspirations into a space, and design should acknowledge these human factors. Kevin also introduces the concept of a "social bonfire"—spaces designed to bring strangers together and foster cooperation in an increasingly transactional world. 

Tune in for a thought-provoking discussion on how, by prioritizing social proof and analyzing human nature, placemakers can craft environments that truly resonate.

About Kevin 

Kevin Ervin Kelley, AIA, is a principal of Shook Kelley, a strategic design firm he cofounded in 1992 with Terry Shook, FAIA, in Charlotte, NC. Since 2002, Kevin has headed the firm's Los Angeles office and has worked with a team of Perception Managers and Experience Designers. Kevin holds two degrees in architecture from the University of NC at Charlotte and has spent much of his career developing a process that combines business, science, and design into one integrated approach he calls perception design. Kevin’s specialty is getting inside the minds of consumers to determine how the physical environment affects their behaviors, perceptions, and purchase decisions.

Kevin has worked closely with the executive leaders of many well-known companies, such as Harley-Davidson, Whole Foods, Kroger, Kraft, Harris Teeter, Cadbury, The J.M. Smucker Company, Gelsons, Northgate Markets, The Museum of Modern Art (MoMA), The Cleveland Orchestra, NFL teams, and USAA in their efforts to develop new kinds of immersive brand experiences that have the power to convene people in places. He has also worked with many global cities and urban districts, such as the City of Makati, South End, Third Street Promenade, Beverly Hills, etc.

He has been an adjunct professor at Harvard University for 11 years and at the University of North Carolina at Charlotte for six years, teaching design, branding, and consumer behavior.

Connect with Kevin

LinkedIn

Shook Kelley

Kevin’s Book

This episode of the Alosant Innovator Series features a panel of thought leaders in lifestyle programming. Together, they share insights on the evolving role of lifestyle in communities, from fostering a sense of belonging to securing resident buy-in for sustainable programming. 

The panel explores how developers are increasingly recognizing the value of well-curated lifestyle experiences. They highlight the critical role of lifestyle professionals in guiding residents—from their initial home selection to long-term community engagement.

The conversation also delves into the growing importance of wellness initiatives, the impact of lifestyle on home sales, strategies for building anticipation before a community launch, and approaches to navigating emerging lifestyle trends.

The episode concludes with advice for those looking to enter the lifestyle industry, underscoring the need for passion, adaptability, and a deep understanding of community dynamics. 

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About The Panelists

Amanda Arnold, Vice President of Lifestyle at OnPlace

With a track record of leadership in the lifestyle space, Amanda leads OnPlace’s lifestyle operations across the country. She is passionate about creating and fostering community, and is on a mission to elevate the lifestyle industry through effective communication and training.

LinkedIn

OnPlace

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Erin Contino, Communication & Creative Services Manager at Rancho Mission Viejo

With twelve years of experience in strategic integrated communications, Erin brings an innovative and results-driven approach to the lifestyle property management industry. In her role as Communications & Creative Services Manager at Rancho Mission Viejo, she oversees three unique brand entities and help design and promote over 250 events each year, including 12 large-scale signature gatherings. Her approach is all about building strong teams, aligning strategic goals, and creating experiences that exceed expectations.

LinkedIn

Rancho Mission Viejo

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Karlien Cordier, Division Lifestyle Director for Toll Brothers
Karlien is a specialist in people and experience curation, boasting more than 14 years of extensive experience within the event industry.  Her approach to events is marked by curiosity, innovation, and a resolute commitment to challenging conventions.  By diligently seeking to comprehend individuals, products, and brands through collaborative efforts with multidisciplinary teams, she has successfully crafted events that authentically convey the values of the products and brands they represent, while fostering communities and ecosystems that align with the shared values and objectives of the community at large.

LinkedIn

Toll Brothers

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Lauren Brown, Lifestyle Program Director at Brighton Corporation

Lauren Brown has been shaping the landscape of lifestyle communities for almost 7 years as the Lifestyle Program Director for Brighton Corporation. From launching their inaugural Lifestyle community to spearheading the growth of the Brighton Lifestyle brand, Lauren has played a key role in their evolution. She's now leading the charge as Brighton expands into Pinnacle, its first master planned lifestyle community, building upon their successful foundation in 55+ communities.

LinkedIn

Brighton Coporation

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Monica Hollins, Founder and President of Outside The Box Consulting

Monica Hollins draws on over two decades of industry expertise in her current roles. She previously served as National Director of Lifestyle Services Consultant at Associa (2023-2024) and has been working as a strategic advisor in the position of Chief Wellness Experience Officer since May 2024. In this role, she specializes in build-to-rent communities and implements the Zeal for Living Pillars throughout their wellness communities.

LinkedIn

Outside The Box Consulting

In this episode of the Alosant Innovator Series, we sit down with John Darby, CEO and Chairman of the Board of The Beach Company, a fifth-generation real estate development company based in Charleston.

John shares the company’s origin story, beginning with his grandfather acquiring land to build affordable housing for WWII veterans—an early example of The Beach Company’s commitment to community investment. Today, the company operates in 27 cities, managing construction, brokerage, master-planned communities, and mixed-use developments. Notably, John details how the company continues their legacy of giving back by supporting nonprofits at both groundbreaking and ribbon-cutting ceremonies in the communities they build.

A standout example of The Beach Company’s work is Kiawah River on Saint John’s Island. To differentiate the development from well-established neighboring communities, John explains how they embraced the natural landscape and partnered with local farmers. He explains how features like a farm stand and a “goatery” helped weave agriculture into the community’s identity. John also shares key decisions, such as choosing a boutique hotel over a large-scale resort, ensuring the development remains true to the existing character.

We also discuss the success of Kiawah River’s Southern Living Idea Home, which attracted over 20,000 visitors and highlights the unique lifestyle they are cultivating. John shares key lessons learned from the project, from managing construction traffic to fostering seamless integration between hotel guests and residents. He also discusses how the Alosant App, with an impressive 80% adoption rate in only 4 weeks, is helping solve these challenges.

Join us for this insightful conversation as John Darby shares how The Beach Company is redefining community development while honoring its legacy of thoughtful investment.