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“It’s become clear in recent years that the term CCRC is primarily associated with care, which is misleading when you look at our spectrum of services and lifestyle choices,” said Michelle Bettigole, executive director at Meadow Ridge. “With more and more Baby Boomers beginning to explore senior living, we needed a name focused less on passive care and more on the numerous opportunities for an active, vibrant retirement.”
The new designation is a result of a multi-year initiative led by two not-for-profits, LeadingAge and Mather LifeWays, as well as a group of marketing and research firms that specialize in senior living. The task force conducted extensive research, which consisted of brainstorming sessions with more than 100 communities, a series of online and paper-based surveys and 34 focus groups nationwide.
The research found that 84 percent of respondents 65 and younger preferred a name other than CCRC, and across all age groups, many expressed a desire for a name that focused on more than care. Life Plan Community eventually emerged as a strong replacement, bringing together the concepts of planning and living life to the fullest, both of which appeal strongly to the Boomer generation.
“CCRCs have certainly evolved over the last 35 years, and how we promote ourselves should accurately reflect these changes,” said Bettigole. “Our health care services are a significant part of our identity, but it’s just one piece, and we want potential residents to understand the endless opportunities here to grow, meet new friends, learn new skills and embark on new adventures.”
Click here for more information on the Life Plan Community designation.
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