Carla Ferreira of The Aurora Highlands on Life, Lessons & Legacy
Carla Ferreira shared their story and experiences with us recently and you can find our conversation below.
Hi Carla , thank you so much for joining us today. We’re thrilled to learn more about your journey, values and what you are currently working on. Let’s start with an ice breaker: What are you being called to do now, that you may have been afraid of before?
With all of the successes we’ve seen since breaking ground at The Aurora Highlands in 2018, from being named Master Planned Community of the Year at this year’s Gold Nugget Awards to winning Community of the Year in 2024 at the MAME Awards, I am more confident than ever that I am exactly where I need to be. And I thank my father, Carlo, for helping me get here.
My father is a genius at building successful master-planned communities. I grew up listening to his conversations with cities, counties and builders, learning more than I realized about the ins and outs of community building. At the same time, creative expression was always my passion, so in college, I studied art, business and anthropology. My learnings led me to take on creative roles in art galleries, art and fashion magazines and more.
Years later, when my father asked me to help him make Hogan Park at Highlands Creek into something special, and when I developed the first plans for our art park, those two worlds merged in a way I never could have imagined. I realized that land could be my canvas, and community my masterpiece. That realization has changed my life.
Now, as CEO, I feel called to expand that vision even further: to show that a master-planned community can be a place where culture, connection and creativity are part of the foundation. That’s the work I am leaning into today, and it’s the most exciting chapter yet.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Carla Ferreira. I am the CEO of The Aurora Highlands, which is a master-planned community near Denver International Airport. I can’t stress enough how much I love my job. I take the lead on designing this community, from bringing the best of the best home builders into our neighborhoods to making sure the infrastructure around The Aurora Highlands is accessible for our residents. All of that work is critical to making The Aurora Highlands thrive, but where I have the most fun is finding ways to make this community unique.
I have always focused on building a strong sense of character at The Aurora Highlands. But it’s one thing to simply say we want our residents connected to each other and to the greater Colorado region. The real question has been, how do we actively create an environment that makes people genuinely proud to call this community home? I believe our team has done just that with the creation of our award-winning Art in the Park program: A collection of dozens of larger-than-life sculptures and murals installed throughout our community’s largest park: Hogan Park at Highlands Creek.
The park, and the art within it, is open to the public 24 hours a day, seven days a week. Since one of our installations, “Umi”, went viral during its unveiling in 2023, Hogan Park at Highlands Creek has become a destination for art lovers along with anyone looking to experience something extraordinary. Since then, pieces like Michael Benisty’s “Liberty” and Olivia Steele and SNYDER’s mural “The Only Way Out is Through” have also captured international attention, drawing visitors from across Colorado and the country.
What’s even more rewarding, though, is watching our own residents connect here. I see them meeting neighbors, sharing conversations and building bonds in a setting that makes them proud to call The Aurora Highlands home. There’s truly no other master-planned community like it anywhere in the world. It is an honor to wake up every day knowing that I am a part of something so special
Okay, so here’s a deep one: What was your earliest memory of feeling powerful?
The first time I felt truly powerful was when I was named CEO of The Aurora Highlands. With that title came not only immense responsibility but also the challenge of proving myself worthy of carrying forward my family’s legacy and my father’s vision. Every decision I make is driven by the commitment to honoring what he began while also shaping a future that reflects my own mark on this project.
There are not many women in construction and development. Oftentimes, I am the only woman in the room when making big decisions about infrastructure, land planning or negotiations with builders and municipalities. And yet, this is where I feel most empowered: calling the shots, earning respect and representing a new generation of women in community building. My hope is that future female leaders will look to me as proof that strength and creativity have no gender, and that they, too, can transform landscapes and lives on this scale.
If you could say one kind thing to your younger self, what would it be?
I would tell her: you’re not lost, you’re building momentum.
Growing up, I was relentless in my ambition. I was driven, curious and always moving forward. At times it felt like I was sprinting without a clear map, but in reality, I was collecting experiences that would one day merge into a purpose bigger than I could imagine.
For years, I worked across industries and roles, each one sharpening my leadership abilities. What I would tell my younger self is that all of that effort is not random. It’s preparation. The destination was always on the horizon, and when the opportunity came to lead The Aurora Highlands, I was ready to step into it with confidence.
Sure, so let’s go deeper into your values and how you think. What’s a belief or project you’re committed to, no matter how long it takes?
I envision Hogan Park at Highlands Creek becoming nothing less than a national treasure on par with New York City’s High Line or the National Sculpture Garden in Washington, D.C. Already, visitors from across the country are coming to experience the art we’ve brought to life here in Aurora, and that momentum only strengthens my belief in what this park is destined to become.
To realize that vision, I am committed to curating an ambitious Art in the Park program that will ultimately feature more than 40 permanent installations. A project of this scale doesn’t happen overnight. It requires years of cultivating relationships with world-class artists, negotiating commissions and ensuring each piece resonates deeply with our community. It also means steadily building awareness so that Hogan Park is recognized as a living, breathing cultural landmark.
Becoming a national treasure is obviously a huge goal, but I know we will get there. It will take patience and persistence, and there will most certainly be challenges along the way. No matter how long it takes, I am steadfast in my commitment to making Hogan Park at Highlands Creek a place that inspires and connects people for generations to come.
Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. When do you feel most at peace?
I personally selected every piece of art within Hogan Park at Highlands Creek with intention. Each one is designed to create a sense of reflection and connection, because to me, that’s what brings peace. “Totem Triad” by artist Lisa Solberg, for example, is quite literally built for people to sit on and meditate, serving as a reminder that art is not just meant to be observed, but experienced.
There’s a universal kind of peace that comes from engaging with art in this way, but there’s also a very personal peace I feel during the installation process itself. Being outdoors, working with the earth and collaborating side by side with my team to bring a vision to life is grounding. And beyond the physical process, each installation is a moment of reflection for me, because every piece we place has a story rooted in that theme of peace.
One moment I’ll never forget was the installation of Michael Benisty’s “Liberty”: a 58-foot stainless steel sculpture reimagining the Statue of Liberty. I first encountered this masterpiece at Burning Man, where it reflected both the vast desert sky and the spirit of community. It became a gathering point, sparking conversations and connections, and people were moved not just by its size, but by what it symbolized.
To witness “Liberty” rise again at The Aurora Highlands was a full-circle experience. Guiding cranes, securing 22,000 pounds of steel and anchoring its foundation six feet into the ground required trust, precision and collaboration. Watching it take its place in Hogan Park at Highlands Creek reminded me why this work brings me such peace: it is art, nature and community converging in one inspiring, unforgettable moment.
Contact Info:
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