URBAN CONVERSION is back with a new season that follows entrepreneur Rodman Schley and his wife, eco-enthusiast Gina Schley, as they combine their passions to explore how to live a more family-centered, sustainable lifestyle. In each episode, Rodman seeks to learn more about the green movement in an all-out effort to get on the same page as Gina, who wants their family to lead an eco-friendly, environmentally conscious lifestyle. In season three, Rodman and Gina integrate the lessons learned from the first two seasons into their new project — a recently purchased farm estate in Arvada, Colorado, just minutes from downtown Denver. They incorporate green features while remodeling a mid-century home on the estate, while also also create — and try to make profitable — a 2.7-acre lavender cut-flower farm in an urban neighborhood.