Author: Varsity Team

Some of you may know Mo Rocca from The Daily Show while others know him as a correspondent on CBS Sunday Morning. Mo is also the author of Roctogenarians, a new book that tells the inspiring stories of people who followed their dreams and achieved success later in life. People like Laura Ingalls Wilder, who published her first “Little House” book at 65 and Samuel Whittemore, who fought in the American Revolutionary War at 78. 

Mo sat down to talk with us on an episode of Varsity’s podcast, Roundtable Talk, to discuss how a casual conversation with Chance the Rapper changed Mo’s perspective on aging, the key to longevity, presidential history and what makes 1888 such a great year to be born in. 

During his chat with Roundtable Talk host Derek Dunham, Mo shared some fresh perspectives. Here’s a few: 

WHAT ARE YOU LOOKING FORWARD TO AS YOU AGE?

I’m looking forward to caring less about what other people think of me. That’s one of the connections among the people in this book—they’re very unfettered. They felt very free to act and to go for it because they weren’t hamstrung by the opinions of other people. 

A lot of young people, in figuring out who they are, to use modern parlance, crowdsource their decisions—seeing what works, what gets a good response, what gets likes on social media. But people at the other end of life aren’t doing that. They’re much more sure of who they are.

HOW DO YOU FEEL ABOUT RETIREMENT?

I don’t expect to ever retire. But certainly things will evolve, and what will that look like? All I can say is that I’m driven to make things interesting to people who didn’t expect to be interested in them. That, to me, is very, very satisfying. 

If I say, “I’m going to do a project, a book, a slideshow, a talk about one-term 19th-century presidents”—and there are a lot of those guys, you know, stuffed between Lincoln and Teddy Roosevelt, a lot of facial hair, usually from Ohio—I love that someone might say, “Really?” And then by the end of it, they’re into it.

DID ANY STORIES IN ROCTOGENERIANS PARTICULARLY SURPRISE YOU?

I knew vaguely that there were older people on the front lines )of the civil rights movement). What I didn’t know was the story of Mary Church Terrell, who was 86 when she led sit-ins at Washington, D.C., lunch counters in the 1950s to fight segregation. Part of what I found so powerful about her story is that someone of that age wasn’t fighting for a better world for themselves—at best, she would enjoy that world for a couple of years. And indeed, she died at 90 shortly after the Supreme Court conferred victory on her side.

YOU WRITE THAT WHEN SOMETHING ENDS, SOMETHING ELSE MUST BEGIN. HAVE YOU EXPERIENCED THIS IN YOUR OWN LIFE?

A very dramatic example—I’m not sure it quite fits, but I’ll call it my late-in-life triumph—is that my husband and I are now fathers to a baby girl. We’re first-time fathers. So, let’s just say my life as someone without children has ended, and, boy, what a great thing to begin.

Want to hear more from Mo? Check out the full episode of Roundtable Talk for more fresh perspectives. Watch new episodes of Roundtable Talk on the Varsity website and on Apple Podcasts, Spotify, and iHeartRadio.

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. 

Dr. Sara Zeff Geber is the nation’s foremost authority on solo aging, specializing in the unique challenges faced by older adults without traditional family support. As a gerontologist and author of Essential Retirement Planning for Solo Agers she empowers those who are aging alone to embrace independence while planning proactively for a fulfilling, secure future.

In a recent episode of Varsity’s podcast, Roundtable Talk, Sara talked about how solo agers can build social networks to provide support later in life and why senior living communities are the best option for solo agers.

Here’s a look at a few of the fresh perspectives Sara shared during her conversation with Roundtable Talk host, Derek Dunham. 

WHAT IS A SOLO AGER, AND HOW DID YOU DEFINE THE TERM?

I define a solo ager as anyone who doesn’t have children, whether married or single, and anyone aging alone without family support nearby. Initially, I intended it to mean just people without children, as adult children typically care for older adults. However, with societal shifts and people moving away from family, solo aging has become more prevalent.

WHAT ARE THE MOST IMPORTANT STEPS SOLO AGERS SHOULD TAKE WHEN PLANNING FOR RETIREMENT?

It’s crucial to start early, focusing on financial planning, maintaining physical health, and building community. Eating well, staying in shape, and fostering strong relationships are essential steps. Building a supportive community early in life can pay significant dividends as we age.

WHAT DO YOU LOOK FOR IN AN IDEAL LIFE PLAN COMMUNITY?

For me—and I think for most solo agers—it’s about engagement. I value communities where residents actively participate in governance, activities, and connections with the broader community. This might include partnerships with local universities, intergenerational programs, or volunteer opportunities, such as working at food banks. These aspects provide a sense of meaning and purpose.

HOW CAN SOLO AGERS BUILD NETWORKS FOR SUPPORT WHEN THEY DON’T HAVE FAMILY?

The key is cultivating a community early and getting professional help where needed. This includes working with financial advisors, preparing advanced directives, and enlisting a power of attorney. Many solo agers face challenges when choosing proxies to represent them in legal and medical matters, but these relationships can be nurtured over time.

WHY DO YOU ADVOCATE FOR SENIOR LIVING COMMUNITIES OVER AGING IN PLACE?

The reality of aging in place is often isolating, especially for solo agers without family nearby. Senior living communities provide a built-in sense of community, structure, and support, which aging in place typically lacks. These communities can help replace the roles traditionally filled by family, ensuring residents have meaningful connections and the care they need.

HOW HAS THE LANDSCAPE OF SOLO AGING CHANGED, AND WHAT DOES THE FUTURE HOLD?

Solo aging has grown significantly, especially with the baby boomer generation. About 20% of boomers are childless, compared to 10% in previous generations. The trend will likely continue as younger generations also experience high rates of childlessness. This demographic shift means solo aging will increasingly shape how we think about and provide for aging populations.

Kiera DesChamps is a transformational sales leader, educator and strategic consultant for WellRive, a full-service move management company specializing in relocations and downsizing for older adults, including those transitioning to senior living communities. She’s was also a recent presenter in Varsity’s weekly Roundtable gathering. 

Kiera discussed what prospects are thinking as they’re driving home from a tour of your community and how communities can do more to help prospects accelerate the decision-making process and manage their senior living transition. 

Here’s a look at some lessons from Kiera’s time as a Roundtable presenter. 

INFORMATION OVERLOAD ON THE DRIVE HOME

Senior living communities often invest significant resources in marketing and in showcasing their amenities to attract potential residents. After a successful tour where prospects are impressed by the facilities and staff, the real challenge begins when they return home and face the complexities of their current reality. These include the logistics of moving, financial considerations, and family dynamics.

Kiera highlighted that communities often provide detailed packets filled with vendor recommendations and resources, and this can lead to information overload. Prospective residents find themselves with multiple packets from various communities, each containing numerous options. This can result in confusion and even paralysis, making it difficult for them to make a decision or even delaying the move due to the stress of sorting through so much information.

WE ALREADY KNOW THE BARRIERS

The barriers to transitioning into senior living are well-known – they include financial, emotional, and physical challenges. While communities provide seminars and vendor partnerships, true support extends beyond initial interactions. Kiera emphasized that discovery often uncovers overlooked issues like inconsistent communication or prospects feeling unheard.

Building genuine relationships and ensuring attentive follow-up makes a significant difference. Guiding prospects through the entire process alleviates stress, which is a vital consideration given that this transition is among life’s most stressful events. Kiera emphasized that support means active guidance, not just providing resources. Genuine help simplifies the process, ensuring prospects aren’t left to navigate it alone.

WHAT DO YOUR PROSPECTS WANT? 

Kiera posed an essential question: What do prospects really want? She stressed that understanding this requires a significant investment of time and effort. While sales roles come with many responsibilities, including tours and various tasks, going beyond the basics and embedding supportive services and partnerships early in the process can make a real difference.

Providing resources only at the end of the decision cycle can delay prospects’ choices. If communities guide prospects from the start, helping them navigate options and feel supported, it could lead to decisions being made months or even years sooner. This proactive approach benefits both the prospects and the community, by fostering trust and potentially accelerating the move-in process.

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. 

Varsity is growing, and that growth has been recognized with a pair of honors, including a ranking on Adweek’s list of the world’s Fastest Growing Agencies. Varsity was also honored this year with a spot on the Central Penn Business Journal’s annual list of the region’s Fastest Growing Companies. 

It marks the second year in a row for Varsity on both lists and is a testament to the hard work of the Varsity team. 

“This recognition is a huge honor and to be recognized for a second year in a row makes it even more special,” said Varsity President Derek Dunham. “The dedication and hard work of our team makes growth like this possible. Also thanks to our clients for letting us bring big ideas and fresh perspectives to life for them. When they grow, we grow!” 

Varsity is part of Pavone Group, a full-service marketing network comprised of eight agencies and companies with offices in Harrisburg, Philadelphia, Atlanta and New York. 

The Central Penn Business Journal recognition marks the ninth time that Pavone Group or a Pavone Group agency has been honored with a spot on the Business Journal’s Fastest Growing Companies list. Past honors include Pavone Group (2021), Pavone (1999, 2000 and 2005), quench (2017 and 2020), Leap (2014) and Varsity (2023).

For Goodwin Living President & CEO Rob Liebreich, the fight against dementia is personal. In 2011, Rob and his family noticed that their mother, Wendy, was experiencing early signs of memory loss. So they decided to do something about it. The result is StrongerMemory, a program that uses reading, writing and math exercises to strengthen the brain and reduce the effects of mild cognitive impairment.

Rob joined us as a guest on Varsity’s aging and longevity podcast, Roundtable Talk to talk about the StrongerMemory program, how it works and some of the amazing success stories behind it.

Here’s a look at a few of the fresh perspectives Rob shared during his conversation with Roundtable Talk host, Derek Dunham. 

WHAT INSPIRED YOU TO PURSUE A CAREER IN AGING SERVICES?

I started off in telecommunications, a very different field. But when my grandmother, Grandma Lee, was about to move into a senior living community, I sat by her bedside as she passed away the day before the move. It hit me so strongly that I needed to join this field—to take out the fear and anxiety people experience and replace it with hope and purpose.

WHAT LED TO THE CREATION OF THE STRONGER MEMORY PROGRAM?

In 2011, my mom began showing signs of memory loss—forgetting conversations, getting lost in familiar places. We did testing and discovered she had mild cognitive impairment. I came across research from Japan showing that reading aloud, handwriting, and math could help nursing home residents plateau or even improve cognitively. I thought, what if we could apply this upstream to someone like my mom? Within 30 days of starting these activities, her repetition decreased, her memory improved, and she navigated places better.

WHAT WERE THE INITIAL RESULTS OF THE STRONGER MEMORY PROGRAM?

We saw dramatic improvements in my mom within the first 30 days. Later, when we introduced the program to a group of assisted living residents, it was remarkable. People began recalling loved ones’ names, sleeping better, and eating better. The emotional impact on families was profound.

CAN THE PROGRAM BE USED PROACTIVELY BEFORE MEMORY LOSS OCCURS?

Absolutely. The tools help calibrate focus and brain health. For example, I met a woman who reads the Bible aloud daily. She doesn’t have cognitive challenges, but she told me her focus improved. Even if you’re not diagnosed with mild cognitive impairment, engaging your brain in these ways can have real benefits.

IS THE PROGRAM EFFECTIVE FOR PEOPLE WITH ADVANCED DEMENTIA?

We’ve heard incredible stories, including a nursing home resident who had been non-communicative for over a year. After starting Stronger Memory, she began engaging with her husband and others. The program is simple, accessible, and often reconnects individuals to their loved ones in powerful ways.

WHAT HAVE YOU LEARNED FROM THIS JOURNEY THAT YOU WISH YOU COULD TELL YOUR YOUNGER SELF?

Believe you can make a difference, find your path, and keep going. I wish I had started sharing Stronger Memory earlier—maybe three years sooner. That weighs on me, but it also motivates me to push forward and help more people. Sometimes you need to listen to those around you and lean into opportunities when they arise.

Recently, we were honored to welcome Margit Novak as a presenter at Varsity’s weekly Roundtable gathering. Margit is an author and speaker who’s widely recognized as the founder of the senior move management industry.

Margit’s award-winning memoir – Squint: Re-visioning the Second Half of Life – is a profound and memorable personal reflection on the abundant possibilities of later life. In her presentation, she shared some of those reflections with the Roundtable group and showed us how to harness our storytelling superpower and use it to create more effective marketing communications. 

Here’s a look at a few of the lessons from Margit’s presentation: 

STORYTELLING: HARNESSING YOUR SUPERPOWER

Margit emphasized that stories are meant to inspire, not serve as factual reports. They aim to teach, persuade, and be memorable. She highlighted that stories can be powerful tools in client interactions and speaking engagements, such as “meet the author” events. These events attract people who may be hesitant about the idea of moving but are open to a more casual, storytelling environment.

Whether using others’ stories or developing your own, storytelling can be a superpower in connecting with clients. Margit noted that although storytelling is currently a hot topic, its popularity is due to its proven effectiveness.

HOW STORYTELLING CAN ENHANCE CLIENT INTERACTIONS

Margit offered storytelling tips for enhancing client interactions:

1. Focus on the Essence: When incorporating stories, avoid overloading them with details. Only include elements that contribute to the atmosphere or message. If details don’t add value, they may distract from the core message. Emphasize what’s most memorable rather than trying to recall every original detail.
2. Deliver with Intention: Great stories need great delivery, which doesn’t happen by accident. Effective storytellers review their stories and practice using vocal effects—such as pauses, volume changes, and repetition—to enhance impact. These techniques should be more pronounced in storytelling than in everyday conversation to captivate the audience.
3. Repurpose and Retell Stories: Stories are meant to be adapted and shared. If a story resonates, feel free to retell it, adjust details, or make it your own. This flexibility allows for stories to remain engaging and relevant in various contexts.

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. 

Varsity and our Roundtable attendees were treated to a special guest recently when we were joined by Dr. Sara Zeff Geber, the nation’s foremost authority on solo aging and the author of Essential Retirement Planning for Solo Agers.

Dr. Geber shared a closer look at solo agers, including an analysis of who they are, their population, key statistics about them and what solo agers want. Here’s a closer look at some highlights from her presentation: 

THE SOLO AGER POPULATION

The solo ager population is not as small as some might think. Dr. Geber referenced data from a 2021 U.S. Census Bureau study, which helped illustrate the size of this demographic. 

Focusing on the childless population, she explained that, among the generation preceding baby boomers, about 10% (around 2 million people) were childless. However, this percentage increased significantly with the baby boomer generation, especially among late boomers, where nearly 20% (one in five women) did not have children.

THE SUPPORT SOLO AGERS ARE MISSING

Dr. Geber’s research identified six key areas where adult children commonly support aging parents, such as residential decisions, real estate management, and financial and emotional support. 

Solo agers, without family support, face challenges managing these tasks independently. She cited a friend whose mother, despite moving to a Life Plan Community, still needed her children’s help with real estate and personal matters. Dr. Geber emphasized that Life Plan Communities can fill these support gaps for solo agers, assisting with real estate and financial decisions, making them an appealing option for those aging without family assistance.

WHAT SOLO AGING RESIDENTS WANT

Research into solo agers’ housing priorities revealed a strong focus on community and social connections, which they value even more than the average baby boomer. 

Dr. Geber advocates for senior living communities as an ideal solution for solo agers, advising against aging in place. She emphasized that communities catering to solo agers’ unique needs will be more attractive to this demographic. Additionally, she noted that many solo agers are well-qualified for senior living options, further supporting her belief in these communities as the best choice for aging independently yet with ample support.

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.