Disney tried this too, as well as other companies. They don't tend to turn out well because when things get complicated the profit motive tends to win for these companies serving as shepherds of the communities.
Promoting only small lifestyle type businesses and limiting the ability for one person or business to dominate the landscape might be able to deter the city from becoming just like any other.
Obviously designing and running a city is incredibly complex with an unknown number of variables so the probability of success if very low. Still something I like to daydream about occasionally.