The importance of the showhome parade

The opening of a showhome parade is always a significant event in a new community. It signals progress and growth; it brings a jolt of excitement that livens up the community and is worthy of celebration. Developers plan out in excruciating detail with their builder groups to make their showhome parades stand out. And the Best Showhome Parade is one- of the most sought-after categories in the annual CHBA-Edmonton Region awards.

Just ask Rohit Land Development, whose showhome parade for their new community of Kinglet Gardens set the tone for the launch of this new northwest community. “It was our first grand opening after the pandemic and it turned into this massive, festive event that set the tone for the community,’ says Rohit Land Project Manager, Leanne Ure.

Kinglet Gardens won the Best Showhome Parade category at the 2023 CHBA Edmonton Region Awards of Excellence in Housing.
The award, the developer says, is a testament to the dedication and creativity of everyone involved in creating the community’s amenities and showhomes. “Winning this award is a great honor,” Ure says, “but bringing the community together was even more fulfilling.”

That is the ultimate goal for the developers and we find out from Cantiro, Dream and Rohit Land Developments what goes into the planning of their showhome parades and what homebuyers can expect in their latest.

Style parade

The intent of the showhome and the parade it is in is to give homebuyers an aspirational take on the lifestyle available to them in the community.

“By showcasing a range of beautifully designed homes, buyers can see the potential of what their own home could look like, and they can also get a sense of the amenities and features that the community has to offer,” Ure says.

Cantiro, which won two of the biggest prizes at the same 2023 CHBA-ER awards – Builder of The Year (Large Volume) and Builder of the Year – Multi-Family – knows a thing or two about creating knock-out showhome parades.

“The show home parade gives builders a platform to showcase their available homes within our communities,” says Nick Young, Cantiro’s Development Manager for The Hills at Charlesworth and the upcoming Alces communities.

“However, the success of a showhome parade is not merely determined by the quality of the homes on display, but also by a comprehensive and strategic planning process.”

Young says that to ensure a successful showhome parade, several critical elements are considered during the planning stage. “These include selecting an ideal location and ensuring accessibility for visitors. The impact on current community residents is also taken into account, along with proximity to community features and amenities. The use of pageantry, such as flags and signs, helps to create an atmosphere that is welcoming and enticing. Outdoor event spaces and ample guest parking are essential for hosting.”

For Dream, the developer of the new Beaumont community of Élan, the goal is always about the experience. “Visitors should walk away feeling educated about each builder and feeling like they truly experienced the community,” says Jen McDonald, Dream’s Marketing Manager, Alberta.

Creating wow!

Carlin Gurjar, Cantiro’s Development Manager for its ONE at Keswick community, says a successful showhome parade is one that looks great and is accessible. “While the ultimate indicator of success is traffic and sales velocity; however, this is a result of many key factors including builder partner selection, promotion, wayfinding signage, and visitor engagement.”

Young says the aim is to make the parades easy to find and navigate. “We have a great builder group in both Hills at Charlesworth and ONE at Keswick communities and a variety of homes to meet a range of budgets and lifestyles. There is ample signage to help visitors find their way to the parade, and once you arrive, you know you’ve found it. The builder groups have a beautiful array of homes and some even offer the convenience of self-guided tours, which allow visitors to tour the homes outside of show home hours.”

Dream’s McDonald says the showhomes create an authentic experience for prospective residents. “We are big believers in showing our communities as they truly are and creating beautiful parades helps us tell the story of the community with real photography, not stock. What you see in our marketing is what you see in real life – now and when you live there.”

Sculpting streetscapes

The showhome parade can be seen as a microcosm of the community itself. It creates the streetscape that developing communities can display as an example of what the community can look like when it’s complete. It also sets the character and tone of the community, so some uniformity is needed, says Jedidiah Nibre, senior marketing coordinator at Rohit Land Developments.

“The Kinglet Gardens showhome parade showcases a stunning array of home architecture that blends seamlessly with the overall design and aesthetic of the community. Adorned with flags and model signs featuring our signature brand colours of vibrant blue and bold yellow, the parade is a visual spectacle that captures the attention of all who pass by. Whether you’re enjoying a walk through the neighbourhood or watching your kids play at the playground, you’ll be surrounded by the vibrant and inviting colours that define our community’s brand,” she tells Edmonton New Home + Condo Guide.

For Kinglet Gardens, Rohit Land Development chose the brand colours of vibrant royal blue with high contrast yellow accents that are prominently displayed throughout the neighbourhood. “Creating a cohesive and distinctive look that sets us apart. From the row of flags that line the entrance to the community, leading visitors directly to our beautiful showhome parade, to the custom model signs that greet you, our brand colours are incorporated in every turn. Even our playground is designed with an eye for colour and aesthetic appeal, every element is carefully chosen to create a playful and engaging space for children to enjoy,” Nibre says.

Dreaming big

Dream says its aim is to create communities of distinction, and the showhome parade is a key component in the plan. “Dream tends to approach showhome parades a little bit differently than many builders,” says McDonald.

“First, we like to call it a Showhome Neighbourhood, often aiming to create a ‘slice of life’ experience for our visitors. The showhome location is key to this approach, often placing showhomes with direct access to or near a major community amenity like a park, playground, etc. Visitors should get a sense of how the community will look and feel once they become a resident. We know we’ve nailed it when visitors can easily find the various showhomes, understand who the builders are and what they build, and can enjoy the community amenities while they are there.

Dream had just launched their new community of Élan in Beaumont just south of Edmonton using this recipe.

“This allows visitors to get a real sense of the community beforehand and allows homeowners to enjoy the community the moment they move in. In addition to experiencing the community, the showhomes themselves allow the builders to each show off their products, available plans, options, upgrades, and tell their own story.”

She says Élan’s streets will be filled with a vibrant, diverse, and dynamic array of homes. Styles stay true to Beaumont’s unique prairie-meets-French-Canadian spin and include Prairie, Farmhouse, Craftsman, French Country, and novel Quaint Quebecois architectures.

“Our goal is always about the experience. Visitors should walk away feeling educated about each builder and feeling like they truly experienced the community,” McDonald says. “We’ve done our job if people toured the showhomes but then also toured, played in, and walked around the community itself. Find a new home starts with falling in love with the community first.”