Author: Varsity Team

AI took center stage at this week’s Roundtable, where we were joined by Zack Collevechio, Senior Data Scientist at Pavone Group and WildFig. Zack explored how teams across industries can integrate AI into their daily workflows—whether through automating repetitive tasks, creating content, analyzing data or enhancing decision-making.

From practical tips to forward-looking insights, Zack’s presentation showed that AI isn’t just for tech teams—it’s a tool any professional can use to work smarter. Whether you’re just beginning to explore its potential or ready to level up, Zack offered clear, actionable ways to make AI a valuable part of your workday.

THE LANGUAGE EDGE

Writing and communication are where AI thrives. From blogs and emails to social posts and newsletters, AI can generate, refine, and even translate content with surprising ease—saving time and boosting productivity.

CUSTOM GPTS, CUSTOM RESULTS

With custom GPTs, repeated tasks like social content or SEO planning become smoother. Save instructions once, and AI remembers your preferences—making it a powerful, personalized assistant.

SERVICE, SIMPLIFIED

AI is transforming customer service—handling emails, responding to reviews, and soon, even answering calls with human-like voice and CRM integration. Automation is becoming the silent force behind better support.

SEARCH, REINVENTED

AI is no longer just a writing tool. With live web access, it’s now a real-time search engine—delivering current, accurate answers and replacing outdated, static models.

THINK FIRST, THEN RESPOND

Reasoning models use “chain of thought” to work through complex problems step by step, instead of rushing to answer. This thoughtful approach mirrors human logic and makes AI more reliable than ever.

DEEP RESEARCH, REAL RESULTS

AI can now manage in-depth projects like sales strategies or tech evaluations. It asks clarifying questions, runs dozens of web searches, tracks progress, and delivers tailored, data-backed insights—all on its own.

THE RISE OF AGENTIC AI

Next up: agentic AI. These autonomous bots will take full actions—answering calls, updating CRMs, scheduling follow-ups—without supervision. Think of them as invisible team members doing real work in the background.

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. 

This week’s Roundtable featured Andrew Carle, a nationally recognized expert in senior living innovation and a professor in the Aging and Health Program at Georgetown University. 

As founder of UniversityRetirementCommunities.com, Andrew is a pioneer of the University Retirement Community (URC) model—a rapidly growing concept that blends lifelong learning with senior living. He shared how this model is redefining aging by connecting older adults with dynamic, intellectually rich university environments.

Andrew explored how URCs meet the needs of today’s retirees—among the most educated in history—by offering continued growth, intergenerational engagement and deeper purpose. He also discussed the benefits for universities navigating enrollment shifts and for senior living providers looking to evolve. From new certification standards to creative partnership paths, Andrew offered a fresh perspective on how URCs are changing the future of aging.

A BOOMING MODEL FOR A NEW GENERATION 

University Retirement Communities (URCs) are no longer niche—they’re the fastest-growing segment in senior living. With highly educated baby boomers seeking connection, purpose and stimulation, the campus setting is becoming the natural next chapter for active aging.

A WIN-WIN FOR UNIVERSITIES IN TRANSITION

Facing enrollment declines and a shifting donor base, universities are discovering strategic value in URCs. These partnerships offer new revenue streams, deeper alumni ties and a powerful way to serve a changing community where adults 65+ will soon outnumber those under 18.

A CLASSROOM WITHOUT WALLS 

URCs aren’t just homes—they’re dynamic learning hubs. Residents attend lectures and performances, while students gain hands-on experience through internships, jobs and volunteer work. The result is an intergenerational environment rich in purpose, relevance and real-world learning.

A BRAND POWER MONEY CAN’T BUY 

For senior living providers, partnering with a university unlocks something no ad campaign can deliver: lifelong brand loyalty. Residents bring decades of emotional connection to their alma maters, making the campus affiliation both meaningful and marketable.

A PATH FOR EXISTING COMMUNITIES TO LEVEL UP 

Communities that weren’t purposely built as URCs can still evolve into strong university partners. With proximity, initiative and structured programming, even standalone providers can “partner their way” into the model—bringing a new dimension to their resident experience.

CERTIFICATION THAT SIGNALS QUALITY AND CONNECTION 

A new certification program, based on a 5-criteria model Carle established in 2006 and which has been widely accepted as the standard for defining a “University Based Retirement Community (UBRC),” has been launched as a component of UniversityRetirementCommunities.com. 

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. 

Marc Zirolli, Vice President of Marketing at Duncaster, joined us on a recent Roundtable for a conversation about LifeCare on the Go, a forward- thinking program that brings the benefits of LifeCare to individuals living independently.

Marc shared how this innovative approach is expanding access, supporting lifestyle flexibility, and redefining what it means to age well outside of traditional senior living settings.

CONTINUING CARE WHEN YOU NEED IT

LifeCare on the Go flips the script on traditional senior living by offering access to Duncaster’s full continuum of care—without requiring immediate relocation. It’s a flexible, forward-thinking solution for those who want peace of mind for the future. 

TIMESHARE-STYLE ACCESS TO COMMUNITY LIFE

The Bloomfield apartments give LifeCare on the Go participants a unique chance to experience Duncaster firsthand. Whether for a few weeks or a couple of months, residents can tap into the lifestyle, amenities, and social fabric of the community—without making a full-time commitment.

A MODEL BUILT FOR PROACTIVE PLANNERS

Joining LifeCare on the Go isn’t just about delaying a move—it’s about making a strategic choice. Participants go through financial and medical screening upfront, lock in future care access, and receive credit toward their full entrance fee when they’re ready to transition to permanent residency.

FINANCIAL TRANSPARENCY BUILT INTO THE PROCESS

With publicly available financials, clear fee structures, and annual updates, Duncaster prioritizes transparency. Prospective residents are encouraged to review materials with their advisors, reinforcing trust and reducing confusion during the decision-making process.

EXPANSION DESIGNED FOR INDEPENDENT LIVING

Duncaster’s planned 92-unit expansion, including a mix of apartment and cottage-style homes, reflects a growing demand for independent, amenity-rich living. Even though the new area won’t connect to the main building, it will feature its own dining, wellness, and social spaces—redefining what aging in community can look like.

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. 

This week’s Roundtable featured Craig  Witz of The Kendal Corporation for a conversation on marketing, sales and development strategies in today’s evolving senior living landscape.

Craig shared insights from his decades- long career in senior living development, including how to rethink master planning, navigate current market challenges and craft distinctive brand positioning that resonates with today’s (and tomorrow’s) older adults.

“You need to create a monopoly in the mind of the consumer,” said Craig. “Something so unique no one else can replicate it.” 

RETHINKING SENIOR LIVING FROM THE GROUND UP

Today’s development environment demands a clean-slate approach. Outdated rules of thumb no longer apply, and success hinges on smart planning, tight proformas, and bold, creative models like active adult satellites and shared commons. Every single line item in the program and the proforma needs to be re-evaluated and justified.

THE MIDDLE MARKET IS THE NEXT BIG OPPORTUNITY

Kendall is laser-focused on serving middle- to upper-middle income households. It’s a tricky space, without the deep pockets of high-end buyers or the subsidies that support low-income housing, but it’s where the majority of older adults live and where smart solutions are needed most.

TRUE COMMUNITY IS INTERGENERATIONAL

The future of senior living isn’t age-segregated. Residents crave meaningful connection with people of all ages. Communities that feel like vibrant, mixed-use spaces (rather than traditional senior campuses) will lead the way. Craig encouraged participants to see the resources put together by the Intergenerational Task Force which can be found online.

STORIES SELL (NOT FEATURES)

Facts and amenities matter, but stories win hearts. Framing marketing around a three-act journey (where the resident is the hero and the salesperson is the guide) creates deeper emotional connection. It’s not about “declining better,” it’s about living better.

UNIQUE IS UNBEATABLE

The most successful projects create a “monopoly in the mind of the consumer.” Saint John’s On The Lake and Three Pillars are standout examples, completely distinct from competitors, and impossible to compare apples to apples. That level of differentiation drives demand.

TECH INTEGRATION IS THE NEXT FRONTIER

The senior living tech space is crowded but fragmented. The next big leap is a unified platform that ties it all together—wellness monitoring, communication, family connection and smart add-ons like wearables. It’s not just cool; it’s essential.

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. 

This week’s Roundtable guest was Jennifer Soha from LCS and featured      a conversation about marketing strategies for senior living communities.

Jennifer explored the unique challenges and opportunities in marketing rental communities versus entrance fee communities. From strategy and positioning to audience engagement, she shared insights that can help shape effective marketing approaches across different senior living models.

“People tell me all the time, ‘I’m afraid I’m giving up my freedom,’” said Jennifer. “But once they experience community life, they realize they’re actually gaining more.” 

FLEXIBILITY MATTERS MORE THAN EVER

Rental communities offer low-risk, month-to-month living with no long-term contracts or massive entrance fees. That kind of flexibility is a huge draw for older adults looking to maintain control over their finances and lifestyle—without being locked in.

AGING IN PLACE ISN’T JUST POSSIBLE—IT’S EXPECTED

With the help of health and wellness navigators, hospice care, and thoughtful support, most residents in rental communities are able to age in place. That means fewer disruptive moves and more continuity in care and comfort.

SKILLED NURSING ISN’T ONE-SIZE-FITS-ALL

 Not all SNFs are created equal, and having one on-site isn’t always the answer. Rental communities help residents navigate the right level of care—whether that’s a highly rated skilled nursing facility or a short-term rehab setting better suited to their needs.

THE NEW NORMAL? MOVING LATER IN LIFE

More and more older adults are waiting until their 90s to move into independent living, and sometimes even delaying assisted living too long. It’s a shift from years past—and a reminder of the importance of planning ahead before options narrow.

COMMUNITY LIVING NEEDS TO BE EXPERIENCED, NOT SOLD 

The best way to overcome fear around senior living is to let prospects see it for themselves. Trial stays, peer connections and firsthand experiences with active residents go a long way in shifting outdated perceptions.

MODERN AMENITIES, PRIME LOCATIONS

Today’s rental communities are newer, centrally located and designed for modern living. With updated fitness spaces, rooftop terraces, movie theaters and walkable access to shopping and culture, they’re built for lifestyle as much as care.

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.

We celebrated our 250th Roundtable meeting with a truly special guest. Diane Harris is an award-winning journalist, a speaker and an author with an expertise in personal finance and financial wellness. She’s a New York Times contributor, a former editor-in-chief of Money Magazine, and a former deputy editor of Newsweek.

Our conversation with Diane covered everything from retirement planning to solo aging, and included a sneak peek at some articles she’s currently working on.

Said Diane, “Wherever you are right now, there are things you can do to improve your financial situation.”

STARTING SMART, NO MATTER YOUR AGE

It’s never too late to take control of your finances. Small steps like bumping up retirement contributions or cutting unused subscriptions can boost savings and confidence. Prioritizing spending, building an emergency fund, and rethinking financial support for adult children can all strengthen long-term security.

SOLO AGERS NEED A PLAN

Aging without a built-in support system requires proactive planning. From naming a younger, trustworthy emergency contact to building a financial team, solo agers benefit from having structure in place. Creating a safety net helps reduce vulnerability and ensures future decisions are handled with care and clarity.

PRINT EVOLVES, DIGITAL EMPOWERS

Print media isn’t gone—it’s just different. It now offers depth, prestige, and a tactile experience digital can’t match. Meanwhile, embracing digital opens doors to innovation and connection. The key takeaway? Senior living communities can learn from media: diversify, adapt, and meet audiences where they are.

THE RETIREMENT DANGER ZONE

The five years before and after retirement are critical. Market volatility, health shifts, and lifestyle changes can seriously impact long-term financial health. Whether you’re retiring solo or as a couple, this window requires careful planning, flexibility, and often the guidance of a trusted financial advisor.

ADVISORS AS AGING GUIDES

Financial advisors do more than manage investments—they help people navigate big life transitions, like moving into senior living. From evaluating entrance fees to unlocking home equity, their insight ensures decisions align with clients’ goals, resources, and the lifestyle they want in their next chapter.

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. 

Peggy Bilous, Vice President at SMASH, joined this week’s Roundtable to share her journey through senior living and the evolution of one of the industry’s most dynamic events. 

With more than a decade of experience cultivating SMASH, Peggy offered insights on how collaboration, creativity, and a deep understanding of the industry have shaped both her career and the event’s success. She also reflected on the changing landscape of senior living—and what it takes to stay ahead in a field that’s always moving forward.

COLLABORATION FUELS GROWTH

Building something from the ground up takes time, but collaboration makes it thrive. The SMASH team constantly bounced ideas off each other, keeping things fresh. Daily check-ins and open dialogue made all the difference in turning a startup into a lasting success.

SENIOR LIVING EXPERTS SHARING KNOWLEDGE

The senior living industry is filled with passionate professionals who truly care about their work. People spend their careers here, not just for a job, but to make a difference. Industry leaders are always willing to share their knowledge, offering guidance to those eager to learn.

EXPECT THE UNEXPECTED IN EVENTS

Event planning always comes with surprises—no matter how well you prepare, something will go wrong. Expect the unexpected, stay flexible, and be ready to problem-solve on the fly. The key is preparation, adaptability, and knowing that challenges are just part of the process.

ADAPTING TO INDUSTRY SHIFTS

The senior living industry is constantly evolving. Adapting to change—whether demographic shifts, the pandemic, or rapid technological growth—is essential. Collaboration has become more critical than ever, as providers streamline solutions and embrace new tools to work more efficiently. Flexibility and innovation are key to staying ahead in this field.

THE POWER OF CUSTOMER SERVICE

Genuine customer service is key to successful sales. Taking the time to understand clients’ priorities and going the extra mile builds trust and long-term relationships. It’s not just about selling, it’s about helping clients grow their business by addressing their needs with care and dedication.

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. 

For this week’s Roundtable, we were  joined by Christopher Leech, director of the Wallis Annenberg GenSpace. Christopher discussed how Wallis Annenberg GenSpace is rethinking aging services and innovating design and programs. 

Wallis Annenberg GenSpace is a modern, age-positive space that inspires older adults to learn, create, and connect through inspiring physical design and transformative programs.  

“Aging isn’t about what you can’t do, it’s about what’s still possible,” said Christopher. “We encourage members to build new skills, take on challenges and surprise themselves.” 

RETHINKING THE SENIOR CENTER MODEL

GenSpace defies expectations of traditional senior centers. With bold architecture, vibrant design, and age-positive programming, it offers older adults a space to explore creativity, build community, and redefine what aging can look like—active, inspiring, and purpose-driven.

PROGRAMS WITH PURPOSE AND PROGRESSION

Rather than offering passive entertainment, GenSpace designs multi-session, skill-building programs. This structure fosters a sense of purpose and accomplishment, helping members stay motivated, engaged, and connected throughout retirement.

MEMBERS DRIVE THE EXPERIENCE

GenSpace isn’t built for older adults—it’s built with them. Member-led feedback shapes programming, ensuring it evolves with real needs and interests. This human-centered model fosters ownership, empowerment, and meaningful connection.

BEAUTIFUL SPACES THAT WORK FOR ALL

With features like sprung flooring, circadian lighting, and intuitive wayfinding, GenSpace proves that functional design doesn’t have to sacrifice beauty. Every element supports accessibility while creating an energizing, welcoming environment.

CHANGING THE AGING NARRATIVE

From media to community spaces, GenSpace is shifting the conversation around aging. By showcasing older adults as learners, leaders, and creators, it challenges outdated stereotypes and inspires a more authentic, empowering vision of what it means to grow older.

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. 

Sharon Jessup is a consultant with OnePoint Partners, a board member of a senior living community, and an adult child with parents in senior living.  Sharon also joined Varsity’s weekly Roundtable recently to share her unique, 360-degree perspective on the industry, one that blends strategy, lived experience and leadership.  

Senior living is the only thing I’ve ever sold in my career,” said Sharon. “But when you experience it through the eyes of a loved one, it’s truly a game changer.”

FROM MANAGEMENT TO GOVERNANCE

Joining the Porters Neck Village board shifted the view from day-to-day operations to long-term strategy. With a seat at the governance table—and her parents living in the community—Sharon Jessup now helps shape the future of senior living from both a personal and professional perspective.

SEEING SENIOR LIVING THROUGH FAMILY

Experiencing senior living alongside her parents offered a whole new lens. From dining and activities to everyday engagement, the resident experience became deeply personal—proving that connection, community, and involvement matter just as much as care and convenience.

LEADERSHIP THROUGH LISTENING

Whether mentoring colleagues, serving on a board, or supporting family, leadership is rooted in listening. It’s not about managing—it’s about guiding, teaching, and showing up. Great leaders stay curious, lead by example, and always make time to understand the people they serve.

A COMPANY WITH PURPOSE

At OnePoint Partners, purpose and values drive every decision. As a B Corp certified firm, the team blends financial insight with empathy, collaboration, and curiosity—offering tailored strategies to communities while staying grounded in the mission of aging services.

ADVOCACY THAT EVOLVES

The journey doesn’t end—it evolves. Whether advising communities or supporting parents, advocacy is a lifelong role. With decades of experience and a personal stake in the resident journey, Sharon continues to teach, advise, and shape the future of aging services with compassion and clarity.

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 welcomed Adam Grafton, vice president of operational excellence at Aramark SeniorLIFE+. Adam shared how SeniorLIFE+ is leveraging technology from across Aramark’s business lines to enhance the senior living experience. 

From AI-powered staffing and facility management to frictionless retail and next-gen kitchens, Adam explored how innovation is driving smarter operations, better outcomes and a more seamless experience for residents and staff alike.

CROSS-INDUSTRY COLLABORATION

SeniorLIFE+ stands out by blending best practices from Aramark’s hospitality, healthcare, and workplace divisions. This cross-functional collaboration powers smarter, more innovative solutions that elevate the senior living experience—proving that operational excellence often begins with shared insight.

FRICTIONLESS, 24/7 SHOPPING

Thanks to Amazon Market integration, residents and families can shop anytime using key fobs, cards or facial recognition. No checkout lines, no waiting. It’s a seamless experience that boosts satisfaction and convenience in senior living communities.

AI-POWERED LABOR EFFICIENCY

Smart dashboards analyze scheduling and sales data to align staffing with demand. The result? Less downtime, fewer headaches and more time for operators to focus on resident care. Technology lightens the load while improving the guest experience.

SMARTER FACILITY MANAGEMENT

Sensors track occupancy, air quality, leaks and more—powering real-time decisions that reduce waste and cut costs. Cleaning and maintenance are no longer routine—they’re driven by actual need, thanks to AI and data integration.

KITCHEN INNOVATION AT WORK

Sous vide and re-therming tech are revolutionizing back-of-house operations. Kitchens are cutting production time by 90%, reducing waste by 80% and serving more meals with fewer staff—all while keeping quality and creativity high.

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.