OPINION: AGEING CONSUMERS
Although we’ll off er living sections specifi cally for older adults, our overall aim is to develop a community where all generations can interact and live well together in a non-segregated environment
T
here’s defi nitely a rising need for wellness-focused facilities that cater to older adults. Why? Because countries can’t aff ord
for baby boomers to age in the same way that our parents’ generation aged – treat- ing sick people rather than proactively preventing illness. Plus there are not enough caregivers to take care of them. We started developing Serenbe in 2004.
It’s a sustainable, progressive community that’s full of fresh food, clean air and is focused on wellbeing. We have 400 residents from all walks of life – families, couples, single working professionals and older adults. Around 45 per cent of our residents are aged 50 and above. Studies reveal that baby boomers want
to age in multi-generational communities. So we’re developing our new Mado Hamlet with clusters, neighbourhood pockets of small cottages that will have common use of a larger house for those times when residents want to entertain groups when family and friends are visiting. Although we’ll offer living sections
specifically for older adults, such as homes with live-in nurses, our overall
Steve Nygren Founder, Serenbe, Atlanta, USA
aim is to develop a community where all generations can interact and live well together in a non-segregated environment. I hope we can eventually eliminate the term ‘retirement communities’. In practice this means that arts, sports,
cultural and educational services that may be enjoyed primarily by older adults, and be more helpful for mindful senior living, will still be available to people of all ages. Similarly, our goal at the new
destination spa and wellness centre we’re developing is not to make services age-specific but to introduce elements that appeal to everyone who wants to live well. Therapies will incorporate eastern and wellness techniques and there will also be a multi-purpose health centre. Mado Hamlet will have a particular
focus on health and wellness and it will take advantage of the many electronic
devices – from technology in the home to wearables that monitor biometrics – that allow family and healthcare workers to track people’s health, so that the individual can stay in their home and age in situ. The projected starting price for a
home at Mado Hamlet is US$350,000. In comparison, the average price of a new home in the US is US$401,100. As we continue to develop, there will be models that can be scaled at various entry points. Everything does not have to be at this price point, nor should we shy away from testing ideas for the higher price points.
Construction of Mado Hamlet is due to start in early 2015 and the aim is to complete 60 homes by the end of the year. More than US$500m (€405m, £319m) is being invested in the development. Details:
www.serenbe.com
The next phase of development at Serenbe will include a health and wellness focused hamlet
68
spabusiness.com issue 1 2015 ©CYBERTREK 2015
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100