Placekeeping > Placemaking? A Shift in How We Think About Destination Development

Last week, I attended the Convention, Sports & Entertainment Facilities Conference—and I walked away with one big, lingering takeaway: Placekeeping.

The concept, introduced by Hunden Partners, landed with me in a way few things do. In a sea full of sameness, it was refreshing to hear something that felt both new and true.

To be candid, placemaking has started to feel a bit like “blah, blah, blah.” Not because it’s unimportant—but because it’s become formulaic. Pop-up markets. Painted crosswalks. Reimagined alleys. They have their place, sure. But too often, they’re surface-level efforts that overlook the deeper identity of a destination.

Placekeeping offers a counterbalance. It’s about honoring what already exists—what makes a place real. It’s the generational diner that still serves the same pie. The neighborhood mural no one dares to paint over. The concept restaurant designed by a local chef who knows the community’s taste because they live it.
Placekeeping isn’t about resisting change. It’s about rooting it.

Hunden Partners' namesake, Rob, also shared the importance of 16-hour-per-day programming—something that stuck with me. Destinations aren’t judged just by what’s open from 9 to 5. Their rhythm measures them. Morning rituals, lunchtime energy, post-event buzz, and late-night vibes all matter. Great places stretch time. They give people reasons to arrive early and stay late.

Another framework Rob introduced (am I fan-girling by now?)—the Hero vs. Halo model—gave language to something many of us have felt. Hero Assets are the heavy hitters: the convention center, the stadium, the festival.Halo Assets are the heartbeat: walkable blocks, tucked-away record stores, scent trails of good food and good timing. People may come for the Hero—but they fall in love with the Halo.

Rob’s ideas reframed the way I think about destination strategy. Not because they were flashy—but because they were grounded. They reminded me that our job isn’t just to activate space—it’s to respect it. And the best way to stand out in a copy-paste world? Double down on what makes your place unmistakably yours.
So yes—let’s placemake with purpose. But let’s placekeep with pride. That’s where the soul lives.

Thank you, Rob and Hunden Partners, for the spark. This is a conversation worth continuing.