Category: Fresh Perspectives

 

Eaton Senior Communities is home to 164 residents and, occasionally, a breakthrough, socially assistive robot called Ryan — created at the University of Denver — which could soon be available to the general public. In a series of posts, I’m talking to people involved in this fascinating project and getting their perspectives on how this lifelike “companionbot” is helping older adults who are living with depression and dementia.

Today, I’m speaking with Sarah Schoeder, wellness director at Eaton Senior Communities, who is a liaison between the residents and the team of scientists developing Ryan. Sarah has been serving the geriatric community for 38 years, including 20 years as an LPN in a skilled nursing facility.

 

Wayne: Sarah, what was it like trying to get residents to participate in the robot pilot studies?

Sarah: I would visit them and drop this idea in their lap, and they’d look at me like I was crazy. I’ve approached a lot of residents whom I didn’t expect to get involved — some of them in their 90s. To see them go from giving me a look like, “You’re kidding me” to becoming excited, looking forward to the sessions and wanting to be involved in the next set of trials, it’s been amazing.

 

Wayne: Did the residents have input about the changes in the robot?

Sarah: Yes, residents would give feedback about what they’d like the robot to look like and sound like — what they’d like it to say. Then, the team would make changes.

 

Wayne: How has the robot changed over time?

Sarah: Ryan’s facial features appear more natural, and the improvement in the movement of her head has given her a “softer touch.” Her smile is beautiful, and she makes me want to smile back!

 

Wayne: Were you concerned that residents might not want to finish the project?

Sarah: Yes, but all residents in both trials of 2018 completed all sessions, which spoke highly of the project goals. Some residents were hesitant and perhaps a little fearful, but after spending time with Ryan, their attitudes completely changed. Ryan has touched the lives of Eaton residents by providing unconditional companionship and interest in their lives. The improvement in mood and cognition was apparent as residents were exposed to educational opportunities and stimulating interactions.

 

Wayne: Does Ryan have a sense of humor?

Sarah: Yes! I’ll give you an example. One resident who was hosting Ryan in her room was walking down the hall, and she said to me, “Can you believe what that crazy thing just said to me?” She went on to say that she and Ryan were talking about how the Denver Broncos were competing against the Patriots in the Super Bowl, and Ryan announced that she was a Patriots fan — in the heart of Bronco country!

 

Wayne: How will this new technology help people age in place?

Sarah: One of the biggest reasons people move into assisted living is that they can’t manage their medicines. If Ryan reminds me to take my medicine, that might be the defining moment that keeps me home.

 

Wayne: How has this experience changed your views on robotics?

Sarah: If someone told me five years ago that I’d be sitting here telling you robots could be valued members of a health care team — that I’d be endorsing them as part of the health care model — I would not have believed it, but I’ve learned that the robot is not replacing me as a nurse and caregiver. It’s just empowering me to be more successful in senior living.

 

Sarah will share stories about resident interactions with Ryan in next week’s blog. 

Eaton Senior Communities is home to 164 residents and, occasionally, a socially assistive robot called Ryan, now being developed at the University of Denver. In a series of posts, I’m talking to people involved in this fascinating project and getting their perspectives on how this lifelike “companionbot” may transform the lives of seniors living with depression and dementia.

Today, I’m talking to Diana Delgado, executive vice president and chief operating officer of Eaton Senior Communities.

 

Wayne: How did the robot pilot study come about?

Diana: Back in 2014, we received an inquiry through our Contact Us page. It came from the assistant of Mohammad Mahoor, PhD, a professor of electrical and computer engineering at the University of Denver, reaching out to senior housing communities to see if any would be interested in a pilot project for companion robots for the elderly. We were the only senior living community that responded to his request, and in the beginning, Eaton was the sole pilot project site.

 

Wayne: Why do you think you were the only community to respond?

Diana: I know that, at most communities, we all get bombarded with spam emails. You tend to just hit the delete button. Our community is good at reading emails, and we thought, “Should we at least explore it a little?” When we heard more about it, we thought it was a very innovative idea and that our residents would be interested in it — and they are!

 

Wayne: What surprised you about the residents’ reaction to the project?

Diana: We didn’t expect people to bond with the robot, but they did. Our residents were not only excited to be part of creating this whole project, but they expressed that they missed the robot when it was removed. That just goes to show how open-minded people of any age can be when embracing new technology.

 

Wayne: Was Ryan the same for each resident?

Diane: No. What was nice is that the team customized the robot to the resident. Family pictures and favorite movies were uploaded that they could watch on a screen on the robot’s torso. One resident liked cooking shows, so they were included in her case. Ryan could give reminders to take medications, play games, make conversation; she was truly a companion. The residents could also name the robot whatever they wanted, and it was unisex, so they could make it a male or a female. One man named it after his wife, Annie. Another woman named hers “Isabelle.” One woman wanted it to be a man, whom she called “Jasper,” because she said women were too hard to live with. Each of them got to add little personal touches, like a scarf or a hat. They felt like the robot was a friend.

 

Wayne: How does Ryan help people with memory issues?

Diana: If residents have short-term memory issues and forget that they’ve said something, Ryan can remind them that they’ve already said that — it’s a way to propel the conversation forward so they don’t get fixated on that one question.

 

Wayne: How can Ryan help caregivers?

Diana: Ryan can give caregivers time to take care of their own needs. We’ve had one instance with a sister of a resident who felt that she could take an extra hour to do her errands and not feel so guilty because she’s seen the positive impact that Ryan has been making in her brother’s life.

 

Wayne: From your perspective, what was the value in having the robots at Eaton?

Diana: The team listened to what residents had to say and improved robot interactions based on that. Residents gave input about some of the facial expressions, the hair, the voice. They see real value in being heard and being listened to — they love that they’re contributing to the future of robotics.

 

Wayne: What qualities does a community need in order to take part in projects

like these?

Diana: It has to be able to embrace some innovative ideas. I guess I would say I attribute our participation to a culture of curiosity.

Stay tuned for more posts about Ryan, the companionbot. 

 

 

Now that the holidays are over, my resolution to spend less money on gifts next year is in full swing. It’s not surprising that a recent survey tells us that shoppers spent more than $850 million — a 5.1 percent increase in holiday spending from 2017. One of the most-talked-about best sellers was the smart speaker: For the third straight year, Amazon’s best-selling product was the affordable Echo Dot. Interestingly, several commercials depicted Boomer and senior parents using smart speakers to connect with their children and grandchildren — like this spot about a grandmother connecting with her family, and this one, featuring a daughter interacting with her dad as she cooks.

When it came time to buy my Boomer mom a gift, I fell for the marketing hype myself. I know Mom loves listening to music in the kitchen, and seeing her old-school boom box made me think it was time for an upgrade. I got her the Amazon Echo Dot, influenced by the commercials that made using it seem so easy. Although my mother is quite averse to technology, I had a hunch she’d be comfortable with the Dot. I was right. Once I got her set up with it, she loved it. “It’s so easy to use — you just talk to it!” Mom said.

I caught up with Mom again after the holidays to see if her experience was still going well and asked her how she was using the gift. “Right now, just for music,” she said. (Mom likes to listen to country songs while she’s cooking.) “But sometimes I ask Alexa what the weather is.”

“What do you like best about the Dot?” I asked. “The ease of using it,” my mom said. “It’s hands-free. I can change volume, change music, easily. I don’t have to yell. I just talk, and she listens.”

One of my co-workers’ parents also got a smart speaker system for Christmas. Her report? Her parents like having it play music but don’t see it playing a large role in their lives. “My dad may ask about the weather, but he still goes into the kitchen to watch the weather on TV,” my co-worker said. “He’s not going to say ‘turn on the lights.’ He’s going to flip a switch.”

My mom is a little more adventurous. Although she’s sticking to music and weather for now, she said that she’s interested in using the Echo Dot for other home tasks as well. “If I had the hook up, I would use it to work lighting for more efficiency,” she told me. “I’d also like to use it to put the garage door up and down.”

I’m glad that my mom’s getting comfortable with voice assistance now — in case she needs more help later to make her life easier and safer, whether that means turning on lights in the middle of the night or saying, “Call 911” to summon help in an emergency.

According to this recent survey of industry leaders, the trend to voice will move forward faster than we can imagine. If, in turn, that can give older adults more of a voice in their lives, I think that’s a good thing.

 

 

 

As we head into 2019, we look back on an exciting year for the Varsity blog! Here’s a countdown of our most popular posts for 2018. It’s a potpourri of topics, from serious to humorous to touching. One common thread: innovative ways of helping people age well, from a world-renowned village for people experiencing dementia to LEGOs.

5. Older Adults Experiencing Homelessness Inspired by an experience our president Wayne Langley had passing an underpass in Los Angeles, this three-part series provides insights into how older individuals experiencing homelessness are treated. Read the first installment here.

4. Difficulties in Diagnosing Parkinson’s Disease  In this guest post, Rebecca Evans of geriatric nursing.org discusses the second most common age-related disease after Alzheimer’s, including the lack of a precise screening test and why early diagnosis is so important. Read it here.

3. Remembering Sal J. Molite, Jr.  Derek Dunham, vice president of client services at Varsity, pays his respects to Sal J. Molite, Jr., former president of Edenwald Communities in Towson, Maryland, who sadly passed away in January 2018. He was a true friend and colleague, who had a passion and dedication for the aging services. Read the post.

2. American Hogeweyk — an Interview with UMC’s Larry Carlson Varsity spoke with Larry Carlson, President and CEO of United Methodist Communities, on his fascinating experience visiting Hogeweyk, the world-famous memory support community in The Netherlands. Read the post.

1. Playing with LEGOs Could Help Older Adults Our most-read post of the year came from Robinson Smith, Varsity creative director and lover of all toys and games. Rob discusses Adult Fans of Legos (AFOLS), many of whom are older adults who use Legos to engage in a creative exercise for the mind. Read the post.

That’s our countdown of top posts for 2018! Stay tuned for more fresh perspectives in 2019, and please contact us  if there’s a topic or issue you’d like us to cover.

 

Once in awhile at Varsity, we view current entertainment through the filter of aging services marketing. This past weekend, I binged out on “The Kominsky Method,” a trending Netflix series starring Michael Douglas as Sandy Kominsky, a former Hollywood A-lister turned acting coach, and Alan Arkin as Sandy’s longtime agent and best friend Norman Newlander. Produced by sitcom sultan Chuck Lorre (“Two and a Half Men”), the show also features a star-studded cast, including regulars Danny DeVito, Nancy Travis and Lisa Edelstein, with guest appearances by Jay Leno, Ann-Margret and Patti Labelle.

The eight episodes I watched dealt with death, drug addiction, ageism and cancer and still managed to be laugh-out-loud funny — at least I thought so.

One reviewer wasn’t so enamored of the show. He thought the jokes were tired and that there was too much focus on peeing habits. Sandy’s need for frequent urination, including watering the hedge in his date’s yard, dominates more than one episode.

The reviewer makes a valid point, although for me, the humor somehow works. The portrait of Michael Douglas’ character with an enlarged prostate is a refreshing contrast to the usual list of invincible aging male stars jumping from planes in action movies.

One mystery the show did clear up for me is why some men I know frequently pee in hedges and bushes, as well as behind large trucks in parking lots. I always thought it was a macho need to “mark your territory,” but it turns out that it’s just a male health condition that worsens with age.

During the hedge scene, I picked up the phone and called my Uncle Tony (who has been dealing with a slow-growing prostate cancer) and asked him to tune in and give his opinion. He binged through all eight episodes. My uncle’s favorite part? Sandy and his lack of steady flow had him laughing out loud.

Beyond the humor, Uncle Tony explained, it was great to see an important subject being given prominent attention. In a lighthearted way, the show drives home the point that even famous people aren’t immune to this health issue, which impacts 50 percent of men over 50 and 90 percent of men over 80 and can be associated with prostate cancer. Every time the great Sandy Kominsky makes another trip to the bathroom, it underscores the need for diagnosis and treatment of prostate conditions. Sandy’s reluctant visit to his urologist is funny, of course (imagine a white-coated Danny DeVito wielding the power of a rubber glove), but a more serious message clearly comes through: If you’re having symptoms, get checked.

Other serious themes are also cloaked in humor, including the ever-prevalent issue of ageism. One example: Norman’s assistant comments that it’s great for him to be back at his job running a talent agency after his wife’s death, comparing him to her grandpa, who keeps his mind active by doing the daily crossword.

In spite of the stereotypical perceptions of those around them, the older characters forge ahead as contributing, working members of society — even if they’re sometimes reduced from their former glory. (For instance, Elliott Gould, in a hilarious guest turn as an erstwhile movie icon, accepts a cheesy commercial hawking reverse mortgages.)

Whether you find the humor funny or not, “The Kominsky Method” definitely takes on some important issues. Is a season two renewal in its future? Stay tuned! In the meantime, you can learn more about prostate cancer detection and treatment by visiting the Prostate Cancer Foundation.

If you were to ask any senior living sales and marketing professional who their greatest competition is, you’ll probably get one answer pretty consistently – “their own home.”

Even from the surface level, it makes perfect sense. If a person is comfortable in the home that they are already living in, and perhaps own, why would they undertake a major move to a retirement community? Usually, the impetus for a move often isn’t a choice, but rather a need, such as health concerns, inability to keep up with regular maintenance, or rising taxes. When these “pain points” become too much to bear, a person may start to look at other options.

There is, however, a new trend surfacing in the aging services space that purports to help people in these situations. Savvy marketers are pivoting their products and services to appeal to individuals who would much rather stay at home than make the move. If these products and services can keep you in your own home longer, at a fraction of the cost, why wouldn’t you consider them? This tactic has become the new marketing sweet spot for a very specific subset of companies – home bathroom remodelers.

One of the biggest hurdles people face as they age is maintaining their lifestyle in a space built for a younger person. Where once the bathtub ridge was easily negotiable, now it is a tripping hazard. In your 30’s, you don’t care if a shower has a seat or a grab bar, but when you are in your 80’s, these are important additions. Also, as human beings, when we are feeling unwell, we gravitate to two rooms in particular – the bedroom and the bathroom. Bedrooms can be pretty easy to rearrange and refurnish since they are just an empty box with a closet until furniture is brought in. But, a bathroom is a different story.

A recent survey of 1,100 homeowners aged 55 and older found that more than half are in the midst of or are considering a bathroom remodeling project. Let that sink in for a minute. More than half of the key demographic for senior living marketers are taking steps to stay in their current home longer, rather than to look at other housing options. The average bathroom remodel costs around $7,000. Even without specific data, we can take an educated guess that someone who spends a significant amount of money in remodeling their home, with accessibility in mind, is far less likely to consider making a big move to a senior living campus.

Accessibility is the true goal in a majority of these remodels. Nearly half of those doing bathroom remodels (47%) are changing their bathroom layout entirely, and a third of all remodels results in the removal of the bathtub. 84% of remodels result in substantially upgraded features, such as showers and vanities. Oh, and these aren’t DIY renovations; 83% of people hire a professional contractor for their projects (although this number does appear to be shrinking.)

While all of these facts and figures are useful, what does it really mean to senior living marketing professionals? Of course, the home a person is already in remains our biggest competition. But, now is the time to start thinking outside of the box on your marketing messages. “Why spend thousands remodeling your bathroom when you can move into a brand new home today?” Targeting ads to Boomers who are considering renovations could be an interesting tactic that few people are considering. In this way, digital marketing could be especially fruitful, because you could present ads to people who are of the right age and who are looking for remodels. This might be your chance to change their mind and entice them to your community!

As you look towards 2019, and even beyond that, how are you going to adapt your marketing message to appeal to these kinds of Boomers? Those that figure it out will certainly end up winning in our space – and forging what senior living is going to look like for the next several decades.

 

Source

https://www.supplyht.com/articles/101739-baby-boomers-anticipate-aging-in-place-needs-in-bathroom-renovations

We’re willing to bet that, if you were to ask the residents of most retirement communities about their biggest disappointment at their community, it would probably boil down to one of two things: the communication or the food. Aging services providers have been working to get better at both of these challenges, but food continues to be a perennial gripe for residents. Interestingly, this challenge isn’t just being felt in the senior living space. Recognizing that Baby Boomers are in control of an incredible amount of expendable income, all kinds of foodservice providers are pivoting their models to appeal to America’s wealthiest generation.

This has caused some restaurant owners to start thinking like aging services groups by changing their culture and advertising to become more appealing to the aging Boomer set. They’ve quickly learned that “senior” discounts and references to age are turnoffs. Instead, they’ve caught on to key Boomer trends, such as healthy menu options, new takes on old favorites and interactive experiences, such as cooking classes and wine pairing dinners. In a recent article in Restaurant Business Magazine, it was reported that 44 percent of Boomers prefer a restaurant with a mix of both familiar and new foods. The article goes on to suggest pairing familiar proteins with more adventurous side dishes to create a happy medium.

Yet, for all of the adventurousness that some Boomers may be embracing, there is still one core belief of Boomer diners: the need for value. Sixty-three percent of Boomers say it is an important factor, with 55 percent saying that low prices are key. In the real world, this often manifests as the repeat customer with a consistent order. If Jack knows that he likes a specific dish, and he feels it is a good value for the price, he may settle into a rhythm of ordering it over and over again. Sure, the repeat business is great, but Jack isn’t likely to try anything new on the menu. This puts operators in a bind — do you change the menu up to attract new customers, or do you keep it the same to ensure repeat business? This usually boils down to a personal choice for the operators.

Within the senior living space, we see similar challenges as these. Some residents desire more variety in the meals offered, while others are unhappy that their favorite menu item has been taken out of rotation. Marketers that are looking to attract younger residents want to show off innovative, gourmet dining techniques; meanwhile, older residents just want their comfort food favorites on the menu. Culinary service employees in senior living find themselves stuck between this rock and a hard place, trying to create menus that are appealing to everyone, while still being innovative and flavorful — all within budget considerations. It’s a different challenge than most restauranteurs usually face!

In recognition of this challenge, a new association was recently formed. The Senior Dining Association (SDA) is the first organization focused specifically on serving older adults, both at public venues and in residential communities. Of course, every good association needs a conference and expo, so the SDA will be hosting its first-ever such event, March 17 to 20, in Charlotte, North Carolina. The event purports to bring together experts in senior dining and culinary experiences, with workshops, demonstrations, product innovations and, of course, lots of free samples!

Food is integral to daily life for residents of aging services providers. Foodservice teams are given a double challenge of not only keeping up with the trends of food in society, but also finding a way to adapt those trends to their residents and communities. At Varsity, we’re excited to see how the greater community is taking notice of the purchasing power of Boomers. In that same vein, we’re also looking forward to seeing what kind of impact a new professional organization will have on our space.

Either way, we know there will be tasty results!

Sources

https://www.masslive.com/entertainment/index.ssf/2018/11/restaurants_seek_to_appeal_to.html

https://pos.toasttab.com/blog/baby-boomers

“The Cool Kids,” a new sitcom on FOX, stars an ensemble cast of characters residing at Shady Meadows Retirement Community. The official, published premise of the show is “Three guy friends in a retirement community are the top dogs until they’re blown out of the water by the newest member of the community, a female rebel who’s ready to challenge their place — it’s high school with 70 somethings.” As an aging services marketer, this show was sure to catch my eye. Recently, I sat down and binged the first several episodes, looking at it from not just an entertainment perspective, but also in light of my experiences with senior living.

The show’s cast includes some well-known comedic actors — David Alan Grier, Martin Mull, Leslie Jordan and Vicki Lawrence. Even the team members of the community are well-cast, including Artemis Pebdani as Allison, the community’s executive director, and Charlie Day as Chet, one of the maintenance technicians. This gave me high hopes for a funny, insightful show about life in a senior living community. After watching the first three episodes, I’m staying positive but am also mildly perturbed.

Let’s start with the positives. The program does have some pretty funny moments, showing just how unique and interesting life at a community can be. It does a good job of capturing some of the internal politics that occur when people live in such close proximity. Sure, there are some of the expected jokes, but if you look beyond the low-hanging fruit of easy laughs, the show has the potential to poke some good-hearted fun at the world of aging services. Unfortunately, the reliance on the easy laughs is where the writing takes a nosedive.

The first few episodes contain nearly every “old person” comedy trope in the books, up to and including the urn of a deceased friend falling, breaking and spreading ashes everywhere. There are many references to senior sexuality, making the male characters seem like lechers. Meanwhile, when Margaret shows signs of sexuality, she’s immediately shut down because of being “too old.” Of course, there are jokes about medications, aging in general and life in the community. I was especially disappointed in the portrayal of the community’s management as being iron-fisted and deaf to the needs of the residents. This isn’t the kind of portrayal aging services professionals need.

In the end, the show has some real potential, but the writing and direction of the early episodes rely too heavily on expected comedy. The characters aren’t shown as well-rounded people; rather, they’re given singular motivations that vary only a little with each episode. I could easily see how this show could become something special and unique, like “The Office” was for corporate America or “Parks & Recreation” was for public servants. But until the writers, directors and producers take a fresh look at aging, the show is going to be doomed for its use of age-old gags that haven’t aged well at all.

Larry Carlson of United Methodist Communities is known as a thought leader in the aging services space. He’s always pushed his team and his communities to be more resident-focused and to come up with creative ways to meet their needs. Recently, Larry spent some time in Europe. While there, he visited the world-famous Hogeweyk memory-support community in the Netherlands. Profiled by CNN, Hogeweyk has become a model for dementia care that many American providers have dreamed of reproducing in the States. Its community-based design, open and spacious amenities and focus on daily living have made it a model for the rest of the world.

We took a minute to sit down and chat with Larry about his experience and what he thinks the future of memory-support communities might look like.

Varsity – How did you first hear about Hogeweyk and become interested in the work being done there?

Larry – In 2013, CNN profiled the community in an excellent 20-minute segment. Since then, I’ve always wanted to visit and see the community firsthand. (For reference, here’s a link to that piece https://www.youtube.com/watch?v=LwiOBlyWpko&app=desktop.)

Varsity – We know that Hogeweyk is centered on memory-support services. But, it seems it would be difficult to create such an environment for those with severe memory loss.

Larry – On the contrary! Residents don’t come to Hogeweyk because they are just mildly confused. Every person living in the community has a severe memory issue. Forty percent of the residents utilize some kind of mobility assistance. This isn’t a community created for those with onset dementia issues. It’s built to help those that are living with severe dementia.

Varsity – Wow! That’s not what would we would have expected at all. How can they care for such a population in a free and open environment like Hogeweyk?

Larry – Residents live in homes with six or seven other people. There are 23 such homes at Hogeweyk. Each resident has their own bedroom, sharing a kitchen and general living space with others. Team members are only in the homes between 7 a.m. and 10 p.m. each day. As the residents move about the community, every team member is there to assess their needs and ensure safety. At night, residents are monitored with advanced technology. Rather than keeping a team member in every home overnight, they utilize microphones to listen for movement and issues, deploying staff as needed.

Varsity – It seems like Hogeweyk takes the idea of ‘person-centered care’ to a whole new level. Can you describe the environment and vibe within the community as you toured?

Larry – While ‘care’ is important, it’s not the most important phrase in the lexicon at Hogeweyk. The entire team is focused on a single mission: ‘normalize life.’ Every team member’s goal is to provide as normal a daily living experience as possible for every resident. If a resident wants to go grocery shopping, help with laundry, clean the house or just go for a walk, they are allowed to do that. No one chases after a resident who wanders away on their own. Within the community, residents are safe and allowed to explore as they like. At Hogeweyk, they care for their residents by ensuring their independence.

Varsity – This sounds like an amazing community but also one that would be a regulatory and risk management nightmare here in the States. How do they handle these issues?

Larry – Communities like Hogeweyk are mostly government funded and heavily regulated. That provides some layer of protection. The Dutch have a saying, ‘Don’t shoot the bear until you see the bear.’ This means that you don’t restrict an activity or area because it could be a problem in the future. For instance, there was a balcony with a regular height handrail. My inner administrator was immediately fearful that someone could fall over such a railing. When I posed this question to my Dutch counterpart, he noted that no one has ever fallen, so why would they change it now? It’s definitely a different mindset than what I’m used to.

Varsity – With this in mind, do you think there’s a way to bring a Hogeweyk-type community to the United States?

Larry – Absolutely! It’s become my goal to do so. We’ve reviewed the staffing requirements and realized that Hogeweyk’s staffing is within a single FTE of the staffing we would provide for a similarly sized community. Also, the monthly cost to reside at Hogeweyk is nearly identical to what UMC charges in many of our communities. Yes, there will be some regulatory hurdles, but the model is completely viable, and we want to make it happen at UMC.

Varsity – Thank you so much for sharing your experiences and thoughts with us and our readers! Do you have any final thoughts you’d like to share?

Larry – I really appreciate this opportunity as well! I’d encourage all of my colleagues and counterparts to learn more about Hogeweyk. Even if they can’t create a replica of the services offered, I’d implore them to think beyond person-centered care when it comes to memory support. Think about how you can normalize life for each resident. That simple change in thought process is the first step in the Hogeweyk model.

Do you know what the world’s best-selling album is?

Up until early-September 2018, it was Michael Jackson’s “Thriller.” A masterpiece of modern musical artistry, few thought it would be dethroned anytime soon. Then, something unexpected happened: Baby Boomers started buying one of their favorite records — “Their Greatest Hits (1971–1975)” by the Eagles. Suddenly, the King of Pop found himself dethroned by Don Henley and his crew.

It’s been said that musical tastes are solidified in your early 30s. Whatever music you are jamming to during that phase of your life will probably become your sound for decades to come. For Baby Boomers, this means that Paul McCartney, Fleetwood Mac, Pink Floyd, the Bee Gees, Queen and the Who (just to name a few) are most likely responsible for the tunes that most Boomers enjoy. This probably isn’t a surprising idea, but for retirement communities, it can open up a whole new world.

Often, we encounter senior living organizations that want to recruit from the youngest demographic of Baby Boomers — and for good reason! They have plenty of income, will probably be stable residents once they move in and lend an air of vibrancy with their presence. Yet, when we look at the events that communities are using to attract these types of buyers, we find a disconnect. Swing music and big-band acts top the event circuit, when in reality, a Chicago cover band might be more in order.

It’s an important question to ask yourself — are you tailoring your events to the residents that you want, or are you creating events for the residents that are showing up? It’s a “chicken-egg” question, for sure. As senior living marketing professionals, we have to keep our communities filled and functional, so taking a chance on an act or event that appeals to a younger crowd — which might take longer to make a buying decision — can be a hard choice.

We’re not saying that you must change your event plans overnight; rather, we’re advocating for you to think of the big picture. In three to five years, how will your community be engaging with Boomers? What music is playing when they come in the door? Are the activities appealing to the right age demographic? It’s easy for us to get stuck in our day-to-day roles and suddenly find ourselves unable to step back and look ahead.

Source

https://musicmachinery.com/2014/02/13/age-specific-listening/