The smell of fresh tamales, the sound of live music, and the buzz of a thousand conversations as families and friends gather in Pearl Park—it’s hard to believe this vibrant hub is a privately-owned development. On a recent visit to Pearl, a mixed use shopping and dining district in San Antonio, I was struck by the sheer energy of the place. People were everywhere—enjoying the Wednesday night market, taking in the holiday lights, or simply strolling together.
On other visits to Pearl I’ve seen similar patterns of informal use: preteens playing a full-on soccer match, moms with kids meeting up for playdates and picnics, post-wedding photoshoots, and just all manner of relaxation and hanging out. The activity feels organic, alive, and, most remarkably, public. This is the magic of Pearl: a private development that feels like public space.
Interestingly, Pearl’s leadership team avoids terms like “mixed use development,” “retail district,” or “lifestyle center.” These labels fail to capture the authentic vibrancy of what Pearl has become—a place so welcoming that it surpasses even downtown San Antonio in popularity and energy on any given evening.
Placemaking at Pearl: A Model of Authenticity
Is it an advantage for a mixed use private development to feel so public?
Absolutely. By being open, welcoming, and non-exclusive, Pearl has become both deeply loved and highly successful. This didn’t happen by chance. Pearl’s management team has made a concerted effort to create a place that is inclusive, culturally sensitive, and reflective of its community. Their goal is to serve as an authentic heart of the neighborhood, and they’ve succeeded.
From the earliest planning stages, Pearl’s leadership prioritized placemaking, striving to create a genuine neighborhood where people can meet daily needs while connecting with one another. The project weaves seamlessly into the surrounding community, becoming its social and cultural core.
While Pearl’s curated mix of food and beverage offerings leans high-end, the spaces between its buildings invite everyone. Free entertainment, walkable charm, and lively people-watching make it a welcoming destination for all. This balance is critical, as exclusivity can become exclusionary. Catering only to a narrow audience – aka big spenders – weakens the bonds between a place and its broader community, leaving developments vulnerable to market shifts. In contrast, an inclusive, democratic approach builds resilience, loyalty, and long-term success.
Placemaking for Mixed Use Developments: Key Lessons
Placemaking isn’t just a strategy for public spaces—it’s essential for the success of private mixed use districts. At its core, placemaking does three key things:
- Creates environments that bind businesses with their communities. Placemaking establishes a deep, symbiotic relationship between businesses and the surrounding community. It goes beyond providing transactional spaces and creates environments where people feel a sense of belonging. For example, a well-designed public space with programming such as farmers’ markets or cultural festivals creates opportunities for businesses to connect with residents in meaningful ways.
- Uses dynamic public spaces as anchors for mixed use projects. Open spaces that are accessible to the public should not be just aesthetic add-ons; they should be the heartbeat of mixed use developments. A dynamic plaza, park, or square serves as a gathering place that draws people in, creating foot traffic that benefits surrounding businesses. These spaces serve as a common ground for people of all ages and backgrounds, creating an inclusive atmosphere that invites repeated visits. When activated with events, art installations, and interactive features, these spaces serve as powerful anchors that keep a district vibrant and appealing.
- Builds sustainable, resilient districts through intentional design and programming. Placemaking is not just about creating beautiful spaces—it’s about designing with intention and programming for long-term sustainability. Resilient districts are those that adapt to changing needs, shifting demographics, and economic fluctuations. By intentionally designing spaces that accommodate a variety of uses, developers create districts that remain relevant and engaging. Programming plays a critical role in this resilience, as it keeps spaces activated year-round. Whether through seasonal markets, live music, or community-driven events, programming ensures that a district maintains its energy and connection to the people it serves.
Mixed Use and Retail Districts: From Customer to Community
Developers and retail professionals should ditch the word “customer” in favor of “community.” Viewing visitors as mere consumers commodifies them, reducing their value to the money in their wallet. Instead, successful retail districts embrace visitors as members of the community, building authentic relationships that inspire loyalty and trust.
This approach requires collaboration among all stakeholders, including business owners, district managers, investors, and local residents. A shared vision built on inclusivity, authenticity, and cultural sensitivity fosters genuine engagement and strengthens the bond between a district and its community.
Collaborative Placemaking: The Ecosystem Approach
Pearl’s success illustrates how collaborative placemaking can create thriving retail ecosystems. These ecosystems depend on strong partnerships across sectors:
- City leaders and district managers ensure cohesive planning and governance.
- Business owners and civic allies amplify the district’s vision and create a sense of local pride.
- Values-driven developers prioritize people and place over short-term profit.
- A loyal community supports the district through ongoing engagement, both online and offline.
By working together, these partners ensure that a district remains vibrant, relevant, and deeply connected to its community.
Authenticity of Place
Authenticity is the secret ingredient that transforms a retail district from ordinary to extraordinary. It’s not a formula you can copy or fake—it’s about reflecting the unique character of the community and fostering genuine connections.
Pearl’s placemaking successes show that when developers and placemakers focus on authenticity and inclusivity, the results are remarkable. They create spaces that are vibrant, resilient, and deeply loved…places that feel like they belong to everyone.
For developers looking to the future, the lesson is clear: embrace authenticity, welcome diversity, become more public, emphasize placemaking and programming. When you do, you’ll create places that people don’t just visit—they truly connect with.
A Call to Action for Developers: Lessons from the Pearl Placemaking Example
Pearl’s success offers a roadmap for creating places that are inclusive, resilient, and deeply loved by the communities they serve. Here’s how developers can embrace this model:
1. Prioritize “Public Space” Investments. Make public spaces the centerpiece of your development. Design parks, plazas, or squares that invite community members to gather, linger, and connect. These spaces aren’t just aesthetic—they’re engines of activity and foot traffic that benefit nearby businesses.
2. Embrace Cultural Programming. Invest in ongoing events that reflect the diversity and values of the surrounding community. From farmers’ markets to cultural festivals, programming activates spaces, fosters inclusion, and strengthens community ties. Don’t treat programming as an afterthought—it’s a core component of long-term success.
3. Incorporate Flexible Design Elements. Design spaces that can adapt to changing needs and uses. Outdoor seating, multipurpose event areas, and pedestrian-friendly streets allow a district to evolve with shifting demographics, seasons, or economic conditions. This adaptability is key to creating a sustainable, long-lasting development.
4. Build for Connection, Not Exclusivity. Create a district that serves a wide range of people—not just a select audience. Offer a mix of price points, accessible amenities, and spaces that feel open and welcoming to everyone. Authentic, democratic spaces are more resilient and better loved by the community.
5. Foster Collaborative Partnerships. Work with city leaders, local businesses, and community organizations to create a shared vision for your district. These partnerships amplify your impact, ensuring that the development serves not just as a destination, but as a true community anchor.
By embracing these principles, developers can create mixed use projects that don’t just generate revenue but build lasting, authentic connections with the communities they serve. Pearl demonstrates that when placemaking and inclusivity are central to your vision, success will follow.
For more specific tips, many of which I used in helping Pearl on their placemaking and public spaces, please see the following articles:
https://www.philmyrick.com/pro-tip-start-using-ing-lists/
https://www.philmyrick.com/an-ecological-approach-to-placemaking/
https://www.philmyrick.com/the-trouble-with-master-plans/
Read the blog at philmyrick.com/blog
All photos by the author
