’Tis the Season: Resident Fun, Retention and Renewals

December 4, 2024

Planning holiday events is a smart strategy that pays dividends all year.

Santa holding a black dog at a Santa with pets holiday event at a Pillar Properties apartment community. — At Pillar Properties, Santa Paws is a special event where Santa visits the lobby of the apartment community for photos with pets. *Photo courtesy of Pillar Properties*

Seasonal holiday events are an excellent way to bring residents together and build lasting relationships. These events encourage residents to spend time together, have fun and feel more at home. They also give property managers and staff the opportunity to interact with residents and build rapport in a casual and positive setting.

When residents feel connected to their apartment community, they’re more likely to renew their lease. Holiday events create memorable experiences that foster these connections. Photos, testimonials and positive buzz about your events shared on social media can showcase the apartment community as a lively, welcoming place to live. Here’s how to get started.

Tailor the event to the community

“Residents enjoy get togethers so they can connect and meet neighbors,” says Amanda Kitts, vice president of operations at RPM Living. Inviting residents to help decorate the leasing office is a great way to foster a sense of community. Stock up on treats, because gingerbread cookies, sugar cookies and hot cocoa bars are all the rave in amenity spaces, according to Kitts. A paint-and-sip or adult karaoke night always goes over well at RPM communities. You can also host a white elephant gift exchange for fun in a larger group.

“Holiday events can include wreath-making, doormat decorating or creating custom photo shoots for our four-legged friends. Residents also enjoy gingerbread houses, floral arrangements and other creative outlets,” according to Kitts.

Adult residents and kids decorating holiday ornaments at a Paradigm Management community. — Paradigm Management properties have built successful holiday events around ornament decorating, a craft activity that appeals to a broad age group. *Image courtesy of Paradigm Management*

Before jumping in with a creative idea, make sure it’s a good match for residents. A family-oriented apartment community might benefit from kid-friendly events, while properties with mainly young professionals would prefer a more sophisticated gathering.

Consider sending out surveys or post on community boards to gather ideas. Involving residents will help ensure the event aligns with their interests and boost attendance.

Set a realistic budget. Allocate funds to create an enjoyable event while keeping costs manageable. Partnering with local businesses for sponsorships or discounts can help stretch the budget.

Choose a time and location convenient for most residents. Hosting events in communal areas like the clubhouse or lounge—as opposed to off-site—encourages participation. Use email newsletters, social media and printed flyers in high-traffic areas to spread the word.

When it comes to music and decorations during the holiday season, the apartment industry is trending toward non-denominational options with a focus on inclusivity. In fact, less can be more. “Focusing on fun, festive lighting [as the only decoration] can keep you from making a ‘faux pas,’” says Lisa Trosien, a multifamily educator, leasing and marketing consultant and the founder of apartmentexpert.com.

“Decorations can be tough,” agrees Karen Kossow, marketing director at Paradigm Management. “Keep it secular. Stay away from items that might be viewed as religious.” Kossow suggests shopping for decorations at Michaels, Target or The Home Depot—and shopping at the end of the year for the following year to take advantage of sales. Another tip is to stick with holiday music that has no vocals to make avoiding religious songs easier.

Food makes it fun

What works at one property may not be as popular at others—even within the same product type, according to Karen Kossow, marketing director for Paradigm Management. Food-and-beverage choices are always key as they will attract residents to participate. And there are plenty of ideas in this category. “Organize a cooking class on Thanksgiving sides only. This is super fun and easy to do. You can also do this for holiday appetizers,” say Trosien.

Or, host a painting event. “This requires the site staff to go to a thrift store and buy cheap paintings/prints. Attendees then ‘alter’ the painting to have the holiday theme,” explains Trosien.

Another popular event is to organize a pre-holiday meal for all residents, with an emphasis on those who aren’t going anywhere for the holiday. Some will have extra time on their hands. Publish and post lists of places to volunteer for the holidays. “Many people don’t know what agencies/places need extra help,” adds Trosien. They will appreciate having this information.

A gift-wrapping station at a Pillar Properties community. — Apartment residents everywhere have responded positively to the convenience of a centrally located gift wrapping station during the holidays. Photo courtesy of Pillar Properties

Trosien has many other cool ideas that have been tested and known to work well on-site, such as a gift-wrapping station complete with paper, ribbons, bows, tags and tape. “This is always a huge hit. Pair it with a hot cocoa bar for more fun,” she suggests.

A kids-only party on a Saturday afternoon where the parents drop off their kids for three hours of crafts, a movie and snacks is a great idea. “Parents will love the free time to shop,” says Trosien. You can also host an evening where residents can bring toys that need to be assembled. Have staff and tools on hand to assist with the process.

A sweet gesture

Across its portfolio, Pillar Properties has made a shift toward greater participation in activity-based events, especially crafting. “One of our properties started the holiday season with a wreath-making event that was a huge hit! While this is a departure from the traditional happy hour format, we’ve embraced the trend as it fosters engagement and interaction among residents,” says Sierra Berg, marketing director Pillar Properties.

These are some of the ways Pillar Properties will be celebrating the 2024 season at their apartment communities:

Winter door decorating, cookie decorating and ugly-sweater contests
A North Pole workshop featuring gingerbread house making and paper snowflake crafts
An Elf on the Shelf scavenger hunt where residents can snap selfies with hidden elves to win prizes
A holiday photo booth where residents can pose for their holiday portraits
Santa Paws is a special event where Santa visits the lobby for photos with pets

If you have holiday trees in the lobby or leasing center, make it interactive by inviting residents to help decorate. “Host a tree-decorating event and place mini stockings filled with gift cards or treats on the tree,” says Berg. Residents can choose a stocking and replace it with an ornament of their own, adding a personal touch. This simple gesture fosters a sense of belonging and helps residents feel connected to their community.

Residents giving back

During the holidays Pillar Properties engages residents, suppliers and team members by offering simple and meaningful ways to give back. “As a local, family-owned company with deep roots in the Pacific Northwest, we feel a strong responsibility to be good neighbors in our local communities. These initiatives not only make giving back fun and easy but also create meaningful connections and a lasting impact beyond the holiday season,” explains Berg.

This year, Pillar Properties is proudly supporting Treehouse, a local organization focused on foster children in Washington State. Treehouse has expressed a significant need for hoodies in all sizes. In response, Pillar Properties has set a goal to collect as many hoodies as possible. The company hosted a holiday brunch, where residents were invited to wear their hoodies, enjoy a festive gathering and contribute hoodie donations.

RPM also plans various philanthropic events, such as a Toys for Tots drive or Angel Tree opportunities to help local kids in need. “In addition, planning a thank-you day for your vendor partners is highly appreciated and recommended,” adds Kitts.

Yoga, door contests and more

“Really watch when you do events to see which days of the week and which times tend to draw more people,” suggests Kossow. Some examples from this year and previous years include an Italian dinner themed holiday event, a champagne brunch with omelet station, a traditional holiday dinner with Prosecco bar, a holiday casino night and Friendsgiving type events. “We have one property that a few years back did a gnome scavenger hunt for several weeks before Christmas,” adds Kossow.

Some other holiday events that have worked well for Paradigm Management include:

Host a sip, stretch and sparkle holiday yoga session with a fitness partner
Produce a door decorating contest with residents voting on the best at a hot cocoa gathering
Have residents write holiday cards for U.S. military (plan well in advance)
Sponsor a holiday food drive
Organize a Toys for Tots donation

If you’re still looking for ideas, consider involving the pets with a Holiday Pet Portrait event or a Holiday ‘Yappy’ Hour. Kossow has also seen great resident feedback on comedy nights which can be combined with a happy hour for holiday fun.

Ringing in the new year

Closing out the year in a special way that brings residents together for a shared activity can leave a lasting impression—and it sets the stage for a thriving community in the year ahead.

RPM’s Kitts recommends a resolution wall to engage your residents. “New Years is also a great opportunity for vision boards. Plan an event where residents can create their board for the new year and meet other like-minded people who have the same goals and visions for a new year.”

Or, consider hosting a movie marathon, a cocktail hour and countdown party with photo booth and festive props or apotluck celebration. Encourage residents to bring dishes representing their cultural New Year traditions. This approach can highlight the diversity within the community and create new opportunities for connection.