confirms that the sales environment for independent living is much tougher than it’s ever been in his 30-year career. “The World War II generation had one
level of expectations and sophistication, and the baby boomer generation has another that has far exceeded that of the World War II generation,” he says. In December, Manorhouse broke
ground on what will be a $30 million campus in western Henrico County offering independent-living cottages, single-family homes and 91 assisted-living and memory- care apartments. It’s scheduled to open in 2017. “Our customers are two-fold,” Newell
explains. “One group is frail and in their 80s, with large segments of it dementia-related, Alzheimer’s-related. The other is the people making the decisions for this group, their baby-boomer children now in their 50s and 60s. They are the ones paying the bills ... They are much more educated [than the children of seniors] of 10 to 20 years ago. They have done much more research [into senior living options] and ask much more sophisticated questions. Their decisions are much more driven by the level of care
“We have different activities for each
Manorhouse Assisted Living and Memory Care broke ground in December on a $30 million campus in Henrico County.
and service they want for their parents. They also want more living space. They also want lots and lots of special activities and programs.”
Age in place’ strategy Like its competitors, Roanoke-based
Harmony Senior Services offers the resi- dents in its three divisions — independent living, assisted living and memory care — a full menu of activities tailored to meet their myriad interests and different levels of physical ability, says Brent D. Russell, chief operating officer.
population,” he says. “People want to be on the go. They want more things to choose from every day. They can go to the pub, or the bistro, to therapy, or some outdoor space, or they can go visit the farm to help pick vegetables that we use in our farm-to- table menu.” For companies more comfortable and
experienced in assisted living and memory care, the foray into independent living is part of a long-term strategy. The idea, says Jim Bonnell, chief oper-
ating officer at Manorhouse, is to attract seniors first to well-appointed independent- living units and then offer these same tenants and their families the more acute medical care, dementia care and even skilled nursing facilities they may need as they age. “People find value in the opportunity
to age-in-place, so they won’t have to make any move when the time comes that they will need assisted living, and later memory care, and then skilled nursing,” says Bonnell. “It helps patients at almost every level (of care) to be familiar with their surroundings, within a single community. It’s very appeal- ing for families as well.”
SUCCESS FEELS GOOD WHEN YOUR BANK IS ON YOUR SIDE.
Bennett L. Stein, Esq., has been practicing law since 1967, so he knows the importance of accuracy, dependability and integrity. That’s why he banks at Union. As a customer for more than 10 years, Stein says, “From tellers to loan officers, like Julie Bartley, everyone is extremely cooperative, genuinely friendly and helpful. They give each transaction, large or small, their utmost attention. I have never had a better relationship with any institution than I have with Union.” That’s the kind of testimony we love to hear.
1.800.990.4828 Union Bank & Trust
Rendering courtesy Gayton Properties LLC
www.VirginiaBusiness.com VIRGINIA BUSINESS 37
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