Associa Taps Hospitality Veteran to Oversee Lifestyle Services Expansion
Event summary
- Associa appointed Dana Jevarjian as vice president of lifestyle services on March 26, 2026.
- Jevarjian brings over a decade of experience in lifestyle leadership and community engagement.
- She will lead the development of a national lifestyle program framework across Associa’s 300+ branches.
- Jevarjian reports to Leslie Baldwin, senior vice president of sales, and will focus on resident engagement and business growth.
The big picture
Associa’s appointment of Jevarjian underscores the growing emphasis on lifestyle services as a differentiator in residential community management. As competition intensifies and resident expectations evolve, the ability to create vibrant, connected communities is becoming a key strategic asset. With over 300 branches and 7.5 million residents, Associa’s move signals a broader industry trend toward experiential living as a value-add service.
What we're watching
- Program Scalability
- How Associa will standardize lifestyle offerings across its vast branch network without diluting local relevance.
- Resident Retention
- Whether enhanced lifestyle services can translate into higher resident satisfaction and longer tenures.
- Revenue Growth
- The pace at which lifestyle programming contributes to Associa’s business growth, particularly in competitive markets.
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