Category: Roundtable

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. 

In our 260th Varsity Roundtable, we were joined by Denise Boudreau, President of Drive and one of the senior living industry’s most respected voices on organizational culture. 

With warmth, wit, and plenty of real-world experience, Denise challenged the idea that culture is simply an HR buzzword. Instead, she reframed it as a core business driver, one that influences trust, team engagement, occupancy, and bottom-line performance. 

Drawing from her decades-long career and her work with communities across the country, she explained how culture isn’t about vague feelings, it’s about the real systems, behaviors, and values that shape how an organization operates every day.

CULTURE ISN’T FLUFF, IT’S THE FOUNDATION

Culture isn’t a gut feeling. It’s “how things work around here”—and it drives everything from engagement to occupancy. Treat it like data, not vibes.

ENGAGEMENT FOLLOWS CULTURE, NOT THE OTHER WAY AROUND

Don’t confuse culture with employee engagement. Culture shapes how people feel about work. Fix the system, and the feelings follow.

LEADERSHIP CAN’T GUESS CULTURE

Leaders often have a rosier view than frontline teams. The only way to bridge that gap? Ask people directly and listen.

VALUES AREN’T WALL DECOR—THEY’RE A ROADMAP

Organizations that align culture with employee-selected values (like accountability or teamwork) see real results, including better retention, better performance.

BETTER CULTURE, BETTER OCCUPANCY

It’s not a theory, it’s backed by data. Communities with strong culture score higher in occupancy, with fewer costs and less turnover.

INTENTIONALITY WINS OVER INSTINCT

Saying “we’ve got a great culture” isn’t enough. The best organizations build culture on purpose, not by accident.

KNOW YOUR PERSONAL DRIVERS

A quick 5-minute Personal Values Assessment can reveal what’s fueling you personally or what’s missing. Living your values at work matters more than ever.

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. 

Last year, we welcomed Lindsey Beagley  to talk about Mirabella at Arizona State University and how it redefines senior living through lifelong learning and intergenerational connections.

More recently on Varsity’s Roundtable Lindsey returned with Sherri Harris, a Mirabella at ASU resident, and Charity Morrison, an ASU student. In a unique Q&A-style Roundtable, Sherri and Charity talked about how they’ve forged friendships that span generations and offer a closer look at the ASU artists-in-residence program. 

IMMERSIVE INTERGENERATIONAL LIVING

The Artists in Residence program at Mirabella at ASU brings together doctoral-level students and senior residents through music and shared experiences. Students live on-site and lead nearly 400 events annually, building meaningful relationships that blur generational lines and create a strong sense of community.

SELECTION BY THE PEOPLE, FOR THE PEOPLE

Student residents aren’t just chosen by faculty—they’re interviewed, auditioned and selected by Mirabella’s own residents. This helps ensure a great musical fit and a strong social dynamic, which is key to the program’s success and longevity.

PROFESSIONAL GROWTH, PERSONAL REWARD

Student artists receive housing and meals, but the real value lies in the experience. Frequent performances, hands-on engagement, and deep community ties offer a level of professional development that traditional music programs simply can’t match.

A MODEL THAT’S BUILT TO TRAVEL

You don’t have to be on a college campus to make this work. With the right partners and a little creativity, any senior living community near a university could adapt this model to build intergenerational connections and attract residents.

FRIENDSHIPS THAT GO BEYOND MUSIC

The bonds formed in this program are real. Residents and students support each other’s goals, celebrate life together and often form chosen families—proof that meaningful friendships thrive across generations when people are simply open to connection.

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. 

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. 

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.