Carla Ferreira’s Master Plan Includes Women
The CEO has transformed The Aurora Highlands into a thriving master plan that will ultimately be home to tens of thousands of Colorado residents.
After working in art and fashion, what brought you to the residential development industry?
My transition into residential development was driven by a desire to merge my love of art and design with my passion for building communities. Growing up, I watched my father, Carlo Ferreira, develop neighborhoods across the West, and I saw firsthand how thoughtful planning and infrastructure can shape people’s lives. When he set out to develop The Aurora Highlands, I wanted to be part of creating a community that was not only well connected to Denver and Denver International Airport but also vibrant, accessible, and culturally rich. I have played a key role in shaping the community’s public spaces, particularly through the integration of large-scale public art installations at Hogan Park at Highlands Creek.
When pursuing your role, were there any women you looked up to in the industry?
I am incredibly fortunate that one of my mentors in this industry is also a key member of my team, our director of marketing, Lisa Browne. I have known Lisa since I was about 9 years old. I interned for her early in my career, and now we work together on The Aurora Highlands. Lisa was part of the original ad agency that developed the brand and advertising for my family’s previous master-planned development, Shadow Creek Ranch in Houston, Texas, which my father, Carlo Ferreira, spearheaded from 1998 to 2018. Lisa has always been my biggest champion, supporting me through the emotional days when I wanted to quit, the grueling 15-hour days when deadlines loomed, and the celebratory moments when we saw our vision come to life.
How can we encourage more women to enter the industry?
At The Aurora Highlands, I have prioritized empowering female leaders in an industry where women make up a small percentage of the workforce. More than 50% of our home builders are women-led, and I have worked to mentor and uplift women in the field, setting a new standard for inclusivity in development. The industry is evolving, and there is a growing movement to increase diversity and inclusion. Women should know that they have a place here and that their contributions are both needed and valued.
What misconceptions do you see surrounding women entering industry?
One common misconception is that women in development and construction have to adopt traditionally male traits to succeed. This idea is that you have to be tough, aggressive, or unemotional to earn respect in this industry. Success comes from knowledge, leadership, and the ability to collaborate, qualities that are not defined by gender. Another misconception is that women are not interested in or capable of handling the technical or financial aspects of development. The truth is, women are excelling in every part of this industry, from engineering and project management to finance and design.
What are some obstacles you’ve faced, or you’ve seen other women face in the field?
Construction sites and development meetings are often overwhelmingly male, which can create an environment where women have to work harder to be heard and taken seriously. There is also a stigma attached to women who are assertive and ambitious, which can sometimes be misinterpreted in ways that do not apply to men in the same roles. Breaking through these perceptions requires persistence and a strong sense of confidence. Despite these obstacles, I believe women bring valuable perspectives and skills to real estate development and construction. As more women enter the field and take on leadership roles, we are changing the industry for the better. I am proud to be part of this shift and hope to encourage more women to pursue careers in development and construction.
What are you most proud of?
One of my most meaningful contributions at The Aurora Highlands has been the vision for Hogan Park at Highlands Creek. What was originally reserved for water management is now being transformed into a dynamic public space featuring more than 20 public art installations, climbing walls, zip lines, performance plazas and more, all designed to be accessible and free for the community. I personally selected each art piece, ensuring that they serve as cultural attractions that reflect the diversity and creativity of Aurora. The Aurora Highlands’ initial $1.2 million investment in public art far exceeded the city’s requirements, and today, Hogan Park at Highlands Creek is an award-winning destination that draws visitors from across the region.
