Author: Varsity Team

Brian Parman is the Director of The Point and Pavilion at CC Young in Dallas. In that role, he curates and develops a robust and expanding calendar of activities, programs, and events designed to nurture and enrich the lives of both CC Young residents and the Dallas community.

Recently on Varsity’s weekly Roundtable, Brian shared how The Point leverages its senior enrichment center to engage the broader community and create connections that can lead to future residents.

THE POWER OF “BLUE SKY THINKING”

Encouraging big ideas and pushing boundaries has led to creative programs, including a TV studio, lifelong learning initiatives, and engagement across all levels of care.

EXPANDING BEYOND RESIDENTS

The Point membership program started as a small amenity and evolved into a thriving community resource, bringing in non-residents who often transition into full-time residents.

INNOVATION THROUGH TECHNOLOGY

COVID accelerated CC Young’s embrace of tech, from a fully equipped TV studio to digital tools like Canva, Touchtown, and QR codes to improve communication and accessibility.

ENRICHING LIVES THROUGH COMMUNITY PARTNERSHIPS

Collaborations with nonprofits, colleges, and local experts have expanded programming, from art and writing contests to wellness and music therapy.

A DYNAMIC APPROACH TO ENGAGEMENT

Monthly themed planning, live-streamed events, and a mix of in-person and virtual experiences ensure that CC Young remains adaptable, inclusive, and future-focused.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here. 

Recently on Varsity’s Roundtable we recently welcomed Marvell Adams, Jr. of the Longevity and Inclusion Alliance Fellows Program for an insightful discussion about equity in aging. 

Marvell, a leader with over 20 years of experience in aging services, has held roles ranging from CEO to nursing home administrator. His mission? To address systemic disparities and create equitable housing, support, and services for older adults. 

Here are some fresh perspectives from that conversation. 

INTERGENERATIONAL DYNAMICS ARE EVOLVING

The conversation explored the growing complexities at the intersection of inclusion and longevity. As people live longer, intergenerational dynamics are evolving, with older adults and their families supporting one another in unique ways—whether through caregiving, helping with grandchildren, or fostering community connections. However, much of this sense of community has been lost.

DEMOGRAPHICS ARE ALSO EVOLVING

In the next 15 years, the population of older adults will grow from 56 million to over 80 million—a nearly 50% increase, according to census data. More than half of this growth will come from Black, Indigenous, and People of Color (BIPOC), whose numbers will double by 2040. Similarly, the number of older adults identifying as LGBTQ+ is projected to grow significantly, though these figures are likely underreported due to historical gaps in data collection.

SENIOR LIVING SYSTEMS NEED TO EVOLVE TOO

This shift reveals a critical challenge: the systems serving older adults weren’t designed with such diverse populations in mind. While not a critique of their foundations, it highlights the need to adapt and evolve these systems to ensure they are inclusive and capable of meeting the needs of a changing, more diverse aging population.

MEET POPULATIONS WHERE THEY ARE

Marvell highlighted Keswick, a skilled nursing community in Baltimore, as an example of mission-driven outreach. They’ve invested heavily in a PACE program in West Baltimore, serving a population different from their typical clientele. Marvell emphasized that if people don’t come to you, part of the mission may involve going to them—through services like at-home care or community-based programs—demonstrating that outreach has no limits when rooted in purpose.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here. 

Recently on Varsity’s weekly Roundtable we were joined by Susan Dolton, corporate director of sales at Goodwin Living for an insightful discussion on solving waitlist challenges in senior living.

Susan shared how Goodwin Living’s Early Advantage and Ready List programs are tackling a 900+ person waitlist, providing faster access to life care agreements and higher levels of living while generating revenue and streamlining sales team efficiency. 

Here’s are some highlights from that conversation: 

FIXING THE WAITLIST BOTTLENECK

Goodwin Living faced a major challenge: a waitlist of over 900 people but only 70-80 apartments opening each year. The process of matching available units with ready residents was slow and inefficient, often requiring up to 40 calls per unit. A new system was needed to streamline move-ins.

A BROKEN MOVE-IN TO MOVE-UP PROGRAM

The Move-in to Move-up program, designed to fill smaller apartments, was misused by wealthier residents as a way to jump the line for larger units. This left those in need of affordable one-bedrooms without options and created inefficiencies that increased costs and disrupted community-building.

INTRODUCING EARLY ADVANTAGE

To create a fairer and more efficient waitlist system, Goodwin Living launched Early Advantage. This program allows members to secure a life care contract while still living at home, giving them guaranteed access to Goodwin Living communities when the time comes and priority for higher levels of care.

A CAP TO MAINTAIN BALANCE

Early Advantage membership was capped at 100 households to balance demand and ease concerns from current residents. Financial and medical qualifications were required, ensuring a sustainable, well-managed program that didn’t compromise available care services.

STRONGER THAN EXPECTED DEMAND

Early Advantage exceeded expectations, with 179 letters of intent submitted for just 100 spots. The high demand validated the program’s value, and as those who didn’t make the cut shift to the Ready List, Goodwin Living is seeing increased engagement from Priority Club members rethinking their timelines.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here. 

Our guest on a recent weekly Roundtable was Ellen Goodwin from Artifcts, a company that helps to uncover the stories behind seniors’ most cherished belongings. 

By documenting the memories tied to beloved physical objects, it ensures those stories are preserved for generations to come. In her presentation, Ellen shared how preserving memories and making connections through tangible items can enrich the lives of seniors, families, and caregivers.

Here are some highlights from that conversation. 

THE ARTIFCTS MISSION

Ellen explained the heart of their mission: where ‘stuff’ and stories meet. Their focus is on helping people at all life stages (with a particular emphasis on seniors) to pass down not just belongings but also the meaning and stories behind them. They realized there were plenty of apps for cataloging possessions and books and apps for writing life stories, but nothing brought the two together

STORIES CAN GET LOST

The truth is, the status quo isn’t kind to stories. Stories are what connect us, yet they often get lost as we declutter, organize, or downsize. Photo albums or phone metadata can’t speak for us, and cabinets full of keepsakes don’t tell their tales. Instead, we inherit these things, hold onto them, and often don’t know their significance. Artifcts is tackling this issue—not to add a burden, but to turn these objects into meaningful connections, preserving their stories in a way that brings people closer.

BUILDING INTERGENERATIONAL CONNECTIONS

Preserving the stories behind items bridges generations and creates meaningful connections. Ellen shared how a woman who used Artifcts with her granddaughter found her move to assisted living much easier. Similarly, Ellen’s daughter uses Atifcts with her grandmother, who has dementia, to break down conversational barriers during visits.

The process also fosters understanding, helping younger generations see seniors as vibrant individuals, sparking connections and breaking down boundaries.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here. 

Suzanne Allen from BlueFingerprint joined us on Varsity’s weekly Roundtable  to talk about the power of personalization and how allowing residents to personalize their future residence builds confidence and enhances their experience. Suzanne also covered some of the trends BlueFingerprint has seen in senior living and what the next generation of residents is asking for in their future residence.

BlueFingerprint is a software tool and consulting service that simplifies the personalization process – from new construction to renovation and expansion – for senior living communities, active adult communities, and life plan communities.

Here are some highlights from that conversation. 

PERSONALIZATION IS A PART OF MODERN LIFE

Suzanne emphasized how personalization is a key part of modern life, whether it’s shopping on Amazon or customizing a Blue Apron order. Bringing that concept to senior living, Suzanne highlighted the power of letting residents personalize their homes—be it an apartment, villa, or even an assisted living space. The ability to make choices about their living environment has a big impact.

A STREAMLINED CUSTOMIZATION PROCESS

Personalizations are about adding your own style or taste within a framework of choices, rather than starting from scratch. Unlike full customizations that imply designing a space entirely from the ground up, personalizations typically involve selecting from a curated menu of options—like predefined palettes or schemes. This approach not only streamlines the process for communities but also ensures residents feel a sense of ownership and individuality in their living spaces. 

TODAY’S RESIDENTS DEMAND PERSONALIZATION OPTIONS

Today’s residents—many of whom have built custom homes or recently renovated kitchens—have high expectations. When they tour a community, they want to see something that aligns with their personal style. If it doesn’t, it’s likely to impact their decision-making process.

This need for balance—offering choice without overextending—has become a focal point for providers looking to attract and retain residents effectively.

PERSONALIZATIONS HAVE GROWN

Back in the early 2000s, residents had about 13 choices for personalizing their spaces—covering basics like paint, countertops, cabinetry, and flooring. On average, they were spending just under $3,000 to upgrade their units. Fast forward to 2023, and that landscape has transformed. Residents now have nearly 34 choices per unit, with options extending to plumbing fixtures, cabinet hardware, and more. Along with these expanded options, their average investment has climbed to around $8,500 to $9,000.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here.

Roland Park Place is a Life Plan Community located in the historic Roland Park neighborhood of Baltimore, Maryland. It’s the only not-for-profit CCRC in the city and one of the most innovative communities in the nation. It was also recently named the sixth best CCRC in the nation by Newsweek.

Recently on our weekly Roundtable we were joined by Roland Park Place VP of Operations Kiril Apostolov. Kiril gave us a closer look at Roland Park Place’s use of technology and the innovative spirit that makes his community great.

Here are some highlights from that conversation. 

ENHANCING RESIDENT ENGAGEMENT THROUGH TECHNOLOGY

Kiril shared some impressive ways technology supports the mission at Roland Park Place. A visitor management system, powered by QR codes, makes check-ins seamless for family and friends while also providing a unique “love meter” feature. This tool helps staff track resident engagement, allowing them to identify who might need extra attention. 

They’ve also introduced robots to assist in dining operations. But these aren’t intended to replace staff—they’re there to handle routine tasks so associates can focus on building personal relationships with residents, which Kiril emphasized is the heart of what they do.

STREAMLINED SYSTEMS FOR BETTER LIVING WITH ICON

To make things easier for everyone, Roland Park Place has integrated its work order system and dining reservations into one resident engagement application called ICON. Residents no longer have to juggle multiple systems; everything they need is in one place. This streamlined approach even extends to user-friendly features like large, clear navigation boxes that eliminate the frustration of endless scrolling.

PRIORITIZING SAFETY WITH INNOVATIVE SOLUTIONS

Safety is important at Roland Park Place. Supported by tech innovations like a Wi-Fi-enabled appliance system that shuts off appliances if no motion is detected in the kitchen, a cloud-based emergency communication system (AlertMedia) that allows residents to receive information in their preferred format via landline, text, or email, and wireless pull cords. Preventing hazards and allowing residents to age in place is a top priority. 

INCREASING ENGAGEMENT THROUGH REAL-TIME UPDATES

ICON has revolutionized how residents stay connected. Instead of relying on bulletin boards, paper calendars and flyers, residents receive real-time updates and reminders directly to their devices. Whether signing up for a trip or joining a digital social group, the app provides timely notifications, boosting participation in activities and community events.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here. 

Katie Griffith and Bright Solutions work hard to empower senior living communities to unlock the full potential of their technology. Katie was also a recent guest on Varsity’s weekly Roundtable, where she shared some ideas for holiday tech gifts for residents and their loved ones.

Here are some highlights from that conversation. 

GIFT GUIDES CAN SHOW OFF A COMMUNITY’S COMMITMENT TO TECH

Communities are encouraged to consider creating a tech gift guide as a fun and engaging way to connect with residents and their loved ones during the holidays. Beyond being helpful, the guide provides an opportunity to highlight the community’s tech-friendly environment and show that it’s prepared to support modern devices. 

WHAT TO INCLUDE IN A GIFT GUIDE

If creating a tech gift guide for loved ones and residents, it’s helpful to focus on practical, popular devices that residents can easily adopt and enjoy. Katie emphasized the importance of compiling a thoughtful list, which might include categories like streaming devices (such as Roku or Fire Sticks), iPads, smartphones, and smart home gadgets like thermostats or voice assistants (Alexa, Google Hub, or Apple devices). Wearable health trackers, including Fitbits and Apple Watches, also make great additions for those interested in fitness and health monitoring.

HELP RESIDENTS GET ACQUAINTED WITH NEW DEVICES

Katie suggested hosting events shortly after Christmas to help residents get acquainted with their new gadgets. These gatherings can combine social time with tech assistance, inviting residents to bring their devices while enjoying snacks and coffee. Having tech staff available to answer questions and provide hands-on support ensures a smooth integration of these tools into daily life.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here. 

Jason McCloud and Patriot Angels are dedicated to assisting Veterans and their families in securing the VA benefits they’ve earned and access financial assistance for senior living and long-term care.

It’s an admirable mission, which is why we invited Jason to be a guest on Varsity’s weekly Roundtable where he shared insights on benefits available to Veterans and how communities can further support this segment of the population.

Here are some highlights from that conversation. 

UNTAPPED VA BENEFITS ARE A REAL ISSUE

Untapped VA benefits present a significant opportunity. Based on data from NIC, Argentum, and the VA, only about 140,000 individuals nationwide currently receive the VA Aid and Attendance benefit. Yet, there are over 15 million potentially eligible Veterans and widows. While eligibility depends on factors like asset limits, war-time service, and active-duty requirements, the gap between those eligible and those receiving the benefit is vast.

UNTAPPED VA BENEFITS ARE AN ISSUE IN SENIOR LIVING, TOO

In assisted living alone, there are an estimated 840,000 Veterans and spouses, according to Argentum data. However, less than 10% of Veterans and their spouses living in assisted living today are currently taking advantage of the benefit. 

This highlights the need for better outreach and education, as many of these individuals—whether already living in a senior living community or planning to move to one—could qualify for the benefit either now or in the future. It’s a critical resource that could make a meaningful difference in affording the care they need,

HOW COMMUNITIES CAN HELP RESIDENTS CONNECT WITH VA BENEFITS

Some communities offer discounts, like 5% or 15% off monthly rent, while others help offset our $1,395 fee for the Long-Term Care Financial Assessment. For example, some not only provide a percentage discount but also cover the fee by crediting it to the resident’s rent in their third month. Others may offer a straightforward monthly discount, which is also a helpful approach.

Beyond financial support, education plays a vital role. Whether it’s hosting a seminar, organizing a meaningful Veterans’ event for residents and prospects, or simply starting the conversation, Patriot Angels is here to support your community and Veteran residents and their spouses.  

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here. 

Christina Marshall is a seasoned senior living professional with over 17 years of experience in sales, marketing, and operations for senior communities. She’s also passionate about holistic aging and is committed to building and growing cohousing communities across the Midwest.

In a recent presentation on Varsity’s Roundtable, Christina discussed the challenges of traditional housing, offered a closer look at what cohousing is (and why it’s important) and introduced us to the typical cohousing customer.

TRADITIONAL SENIOR LIVING ISN’T FOR EVERYONE

Senior living has its fair share of hurdles. It works well for some, but it’s not a one-size-fits-all solution. A lot of communities are big buildings with 150 or more units—great for some, but for others, it can feel like navigating a maze. Even though senior living has come a long way, it still leans toward an institutional feel, where the focus is more on the logistics of moving people through the system than creating a truly personal, authentic experience.

WHAT IS COHOUSING? 

This leads us into what cohousing actually is. A lot of people hear “cohousing” and jump to the idea of a commune, but that’s a big misunderstanding. Cohousing is really about intentional communities—places built around a shared purpose. In this case, the intention is to live in a community.

Cohousing is a broad concept, but at its core, it’s a style of community development where people have their own private homes while sharing common areas and resources. It’s all about encouraging social connections, collaboration, and sustainable living.

RESIDENT-DRIVEN HOUSING

Cohousing communities usually consist of 20 to 40 private homes, intentionally smaller in size—often no more than three bedrooms or around 1,600 square feet—to maintain sustainability. Homes come in different forms, from stacked flats to townhomes or even standalone cottages. What makes cohousing unique is that it’s resident-driven; unlike senior living, which is built and designed by developers, cohousing communities are shaped by the people who actually live there.

AN OPTION FOR ALL GENERATIONS

Cohousing serves all generations, with around 150 communities across the U.S., from senior-specific to multi-generational setups. In these mixed-age communities, seniors benefit from the energy and support of younger families, while young families find it easier to raise kids with neighborly help. Kids especially thrive in cohousing, gaining safe, fun spaces with multiple adult role models, reinforcing civility and support beyond their parents.

While most cohousing communities are on the East and West Coasts, the Midwest lacks options, largely because these projects are resident-driven and often require specific expertise to get started.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here. 

Christine Hall is a regular Roundtable attendee and Varsity was happy to welcome her recently as a Roundtable guest presenter.  

Christine is an award-winning marketing director with more than 20 years of experience in community development projects and senior living. She’s also part of the team that turned the 100th anniversary celebration of Franke Tobey Jones into a case study in how to celebrate a centennial in style. She shared that winning formula (and more) in a recent Roundtable. 

RESIDENTS LEND A HAND

It became clear that Christine would be handling the centennial project alone, without additional support or extra budget—quite a daunting task. Realizing the need for extra hands, she decided to reach out to the residents, inviting anyone interested to join in and help bring the centennial celebration to life.

Christine’s vision for the centennial celebration came together with an ambitious and exciting scope of work. She planned to collaborate with the resident committee, Franke Tobey Jones Senior University, and the philanthropy department to pull it all together. The resident team included seven dedicated members, led by Redmond Barnett, a historian and museum curator.  

A CELEBRATION BASED ON FOUR KEY EVENTS

Christine and the team landed on four main events to serve as the centennial’s anchor celebrations. They’d kick things off on May 22nd—Frank Tobey Jones’ birthday—with a special centennial spring tea, building on the annual tradition they already hold. 

Then, the big celebration would come on the first Friday in August, when residents and their families gather for a festive picnic. This year, it would double as the official centennial bash. Following that, they’d host a special event for the Centennial Circle donors, celebrating those who’ve been key supporters. 

And finally, in October, the centennial would wrap up with a Senior Writer Showcase, a highlight from the Senior University program. Together, these four events would mark a year of celebration, reflection, and community.

100 STORIES & FRANKE TOBEY JONES DAY

Christine asked the committee if they’d stay on through the end of the year to tackle the next big question: deciding on the “Franke Tobey Jones 100 Stories”—the key moments and memories to highlight in honor of the centennial. Thankfully, they all graciously agreed, extending their commitment to help shape the story of the community.

Later, Christine collaborated with a PR company to craft a media plan and drafted a letter to request that Tacoma declare May 22nd as Franke Tobey Jones Day. With help from the committee and a former congressman’s endorsement, they sent the request to the mayor. 

THE CENTENNIAL CELEBRATION

The centennial celebration drew 350 guests, including residents, team members, families, and city representatives. With vintage cars, a caricature artist, and a swing band, it was a lively nod to the 1920s, all thanks to Life Enrichment Director Heidi White.

On August 19th, Christine hosted a small gathering to thank the centennial committee, presenting each member with a glass plaque in recognition of their dedication and hard work.

Varsity’s Roundtable is a weekly virtual gathering of senior living marketers and leaders from across the nation. For updates about future weekly Roundtable gatherings, submit your name and email address here.