JUNE 2011 |
www.opp.org.uk
BUSINESS
Fig.1 : Terms Used to categorise age ranges at move-in / Housing amenities and services of age-qualifi ed housing
Terms
55+ Active Adult Lifestyle Experiential
Continuing Care Retirement Communities (CCRCs) Retirement Villages
Age Range at Move-in
55 to 79 Years
Typical Housing, Amenities and Services
A planned community for persons 55+ Residences: Single-family homes (detached or semi-detached or multi-family) Amenities: Amenities range from none to a clubhouse, fi tness centre, walking trails, pool, golf course, tennis, arts and crafts, restaurant, lounge, spa. Services: lawn and landscaping, a social director (larger communities), security, exterior home maintenance
70 to 85 Years
Residences: Typically an apartment community, but may be on a campus and includes a variety of residence styles. Services: Typically includes all services listed below (independent living, assisted living, memory care and nursing care). At a minimum CCRCs or Retirement Villages off er independent living and nursing care.
Residences: Typically an apartment: (studio to three-bedrooms) community with full kitchens in each residence. Some have single-family detached or semi-detached homes.
Independent Living
75 to 89 Years
Amenities: fi tness centre, one or more dining venues, library, community area, chapel, lounge/pub, swimming pool, walking paths, arts and crafts center, billiards room, beauty salon, spa, multi-purpose room. Services: housekeeping, dining (ranging from a la carte to three meals per day); trans- portation; emergency response monitoring; and social programming Ownership: Rental, Entrance Fee (lifetime right to occupy), a few are co-operatives, condominium ownership.
Assisted living Close Care Residential care Fully-Serviced
Memory Care Dementia Care
Nursing Care
75 to 95 Years
Residences: apartments (studio or one-bedroom, a few are two-bedrooms) with kitch- enettes. Amenities: community room, multi-purpose room, dining area, library, crafts room, beauty salon Services: Dining (three meals, snacks and beverages daily), assistance with bathing, dressing, walking, eating, using the toilet; management of medications; 24-hour protec- tive oversight; emergency response and limited nursing care services.
65+ Years 65+ Years
Assisted living services for persons with Alzheimer’s Disease or some other form of dementia. Building, amenities and services similar to those of assisted living.
Residences: A bedroom with bathroom Amenities: Community room, dining room, activities centre, beauty salon, therapy room, accessible outdoor area. Services: 24 hour nursing care services available; physical and occupational therapy and all assisted living services.
communities and marketers must target market sectors based on the lifestyle they want. • Some crave excitement, trying something new, taking a risk, driving fast, living on the edge and savoring every moment of a frenetic lifestyle. A lifestyle that wakes them up and excites them several times a day. • Some want a civic-minded environment with opportunities to contribute their time and talents to creating a place of responsible living and community participation. • Some thrive on group living, events and activities. They’re ready to line dance, get on a tour bus or cruise ship, and participate in every kind of game or activity, community party or meeting. • Some want a faith-based community with all of the connections,
responsibilities and opportunities of a religious organisation. • Intellectuals seek communities with opportunities for participating in discussions and lectures on a variety of topics, cultural events, and other activities that expand the mind. • Many love music whether making it or listening to it and would enjoy a community fi lled with it – jazz, blues, country, folk, Cajun, swing… Too often positioning of communities is based on what marketing personnel think 50+ consumers want.
How to Create and Market an Appealing Community 1. Forget about age and ensure nothing references age, unless it is required by law. 2. Think lifestyle and desires.
4. Talk fun, meaning, enjoyment, friends. 5. Show a variety of ages, settings, couples, singles, groups. 6. Learn what makes a great day for each of your customers.
Remember it will not be … the golf course, the swimming pool, the tennis courts, or the fi tness centre that will ultimately attract buyers to your new development for the 50+ market. It will be ...
• A sense of belonging; • Feeling as though this is where you were meant to be; • A sense of exhilaration at the end of the day; • Sensing that the place you have chosen to live is giving you a real feeling of fulfi lment and that you have chosen to opt for the good life.
DEVELOPMENT | 31
USA - Margaret Wylde: PHONE 800 201 1483, SKYPE: margaret.wylde EMAIL
mawylde@promatura.com
UK - Mark Jeff rey: PHONE: 0207 729 0681, SKYPE: mark_jeff rey EMAIL: mjeff
rey@promatura.com
The ProMatura Group, LLC is a strategic development company that provides research and supportive services for all phases of planning, designing, building, marketing, selling and growing creative communities.
The ageist approach:
Our community, …”has been specifi cally designed with a radiant, cheerful look to promote happiness and well-being. Fully integrated into the local
community, residents often interact with their Spanish neighbours and long term friendships are regularly formed. The resort and surrounding areas
are fl at making accessibility easy. The air is clean and the nearby orange groves off er a constant feel of tranquility. Facilities available on site are the
warden’s offi ce, a Spanish bowling pitch (“petanca”), allotments, greenhouse and BBQ and garden areas.”
Lifestyle focus approach:
At our community you buy more than a home, you take ownership in a community. You embrace a way of life that
allows you to live life to the fullest, to discover sides of yourself you never knew existed, to connect with a community and relate to your neighbours more meaningfully than ever. Whether you decide that a smaller setting or a large, resort-style setting is where you’re most at home, you’ll meet like-minded folks with shared interests, common backgrounds, and similar values. We’ve seen it happen time and
again ... every community takes on the personality of those who live there. You’ll have a hand in shaping that identity because everyone plays a part, everyone brings something to the party. So chart a new course, start fresh, free your inhibitions, let yourself shine.
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