Last month, Romy Mortensen, Brooks Resources’ VP Sales and Marketing, and I joined more than 4,500 real estate professionals from across the country at the Urban Land Institute (ULI) Spring Meeting in Nashville, Tennessee. While Nashville and Bend differ dramatically in size and scale, the conference offered valuable insights into how both growing communities can thoughtfully invest in their future.
Here are a few key takeaways from our time in Music City:
A Strong Identity Matters
Nashville has fully embraced its identity as “Music City,” and that brand is woven into nearly every aspect of the visitor experience. From live music venues on nearly every corner to a convention center designed in the shape of a guitar, the city has created a memorable sense of place that distinguishes it from competing destinations.
As marketers and community builders, it was a reminder that authentic branding is more than a logo or tagline. It’s about creating a consistent experience that reflects what makes a place unique.
Growth Brings Opportunities—and Challenges
Like Bend, Nashville has experienced tremendous growth over the past decade. The city continues to grapple with many of the same issues facing rapidly growing communities across the country, particularly housing affordability and the delivery of new multifamily housing.
While the numbers may be larger, the conversations felt familiar. Communities everywhere are searching for ways to accommodate growth while preserving quality of life and maintaining the character that attracted residents in the first place.
Small-Scale Development Can Have a Big Impact
Some of the most inspiring projects we toured weren’t massive developments, but neighborhood-scale investments led by smaller developers. Many focused on creating vibrant mixed-use districts that support local entrepreneurs through affordable, small-format retail and commercial spaces.
These projects intentionally nurture small businesses, providing opportunities to start, grow, and eventually expand into larger nearby spaces. It’s an approach that strengthens both local economies and community character.
Adaptive Reuse Creates Character and Connection
Several tours highlighted the power of adaptive reuse—from former factories transformed into retail and gathering spaces to aging motels converted into affordable micro-apartments. We even visited a former car wash turned micro-restaurant hall with communal dining space.
While Bend is a younger city with fewer historic structures to repurpose, these projects serve as a reminder to continually look for creative redevelopment opportunities. Adaptive reuse often preserves the stories, character, and authenticity that make places memorable, while giving existing buildings new life and purpose.
Looking Ahead: One of the greatest benefits of attending ULI events is the opportunity to learn from communities experiencing many of the same opportunities and challenges as our own. While Nashville’s scale may be different from Bend’s, the conversations around growth, housing, placemaking, and community investment felt remarkably familiar.
We returned inspired by the innovative projects we saw and energized by the possibilities for creating places that are both economically successful and deeply connected to the people who call them home.
