Category: Seniors Housing

At our latest Sales and Marketing Roundtable, we welcomed Shane McDougall, Executive Director at Spring Harbor at Green Island, for a discussion on the power of partnerships in senior living. Shane shared how thoughtful collaborations—whether with universities, local organizations, or cultural institutions—can transform the resident experience, strengthen operations, and elevate a community’s visibility in the market.

Throughout the conversation, Shane emphasized that partnerships aren’t just “nice to have”—they’re strategic tools that drive satisfaction, growth, and long-term success. By involving both residents and staff in the process and aligning every collaboration with mission and values, senior living communities can create programs that feel authentic, impactful, and future-focused.

OWNING THE OUTCOME

Even when a service is outsourced, residents see it as part of the community. Success or failure in partnerships ultimately reflects on leadership, making accountability just as important as performance.

PARTNERSHIPS AS A GROWTH ENGINE

From improved dining satisfaction to innovative music residencies, partnerships can directly drive occupancy, strengthen marketability, and position communities as leaders in care and lifestyle.

COMMUNITY VISIBILITY REQUIRES CONSISTENCY

Just like Coca-Cola continues to advertise despite being universally known, senior living providers must continually invest in branding and outreach to remain top of mind locally.

MULTI-GENERATIONAL VALUE

Programs that blend younger generations with older adults—like musician residencies—deliver benefits beyond enrichment. They spark connection, improve wellness, and build powerful marketing stories that resonate beyond the community.

NETWORKING AS STRATEGY, NOT AFTERTHOUGHT

Chambers of commerce, city events, and peer gatherings aren’t just “nice to do.” They’re essential touchpoints that elevate senior living as a whole and ensure a community’s voice is part of local conversations.

RESIDENTS AS PARTNERS, NOT JUST CUSTOMERS

Involving resident councils in partnership decisions—whether for engagement software or programming—ensures services reflect what people truly want and need, while reinforcing trust and ownership.

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.

At our latest Sales and Marketing Roundtable, we welcomed Mary Jane Fitts of Greystone Communities for a conversation that brought the resident perspective front and center. Mary Jane shared stories and insights directly from residents of three Greystone communities, giving us an authentic look at what matters most to those who’ve already made the move.

From choosing a community early to navigating finances, weighing lifestyle benefits, and looking ahead to the expectations of future residents, the discussion shed light on the real decision-making process. The residents’ voices underscored both the opportunities and challenges senior living providers must address to build trust and deliver meaningful value.

CHOOSING EARLY IS EMPOWERING

Residents stressed the value of moving before you’re forced by circumstance. Making the decision proactively allows for more choice, better planning, and peace of mind, instead of scrambling after a crisis.

BALANCING COST WITH LONG-TERM VALUE

While buy-ins can feel steep, residents pointed out tax benefits, financial strategies, and cost trade-offs that make CCRCs or Life Plan Communities more attainable. The real return is stability, access to care, and the freedom from unexpected expenses down the road.

COMMUNITY AS A LIFESTYLE UPGRADE

Beyond care, CCRCs and Life Plan Communities offer enrichment: lifelong learning, social connection, and plenty of activities. Residents emphasized that communities aren’t about “old people” but about staying active, engaged, and supported at every age.

RESPONSIVE, TRANSPARENT SALES MATTER

Positive experiences came from communities with open communication, quick follow-ups, and honest options. In contrast, for-profit facilities with turnover, rising costs, and poor service left negative impressions. Transparency builds trust.

FUTURE RESIDENTS WILL BE YOUNGER AND TECH-SAVVY

The next wave of residents will expect technology to be woven into daily life. Flexible contracts and innovative service models will also be essential to attract and reassure this younger demographic.

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. 

When Jewish Home of Rochester opened the doors to its new employee grocery store, it wasn’t simply about stocking shelves with food, it was about restoring dignity, reducing stress, and strengthening community. Designed to look and feel like a traditional grocery store, the space is reserved exclusively for employees who qualify based on income guidelines, offering them a private, welcoming place to access healthy, high-quality groceries at no cost.

The store is open twice a month and allows qualifying employees to fill two reusable tote bags per visit with essentials like fresh produce, meat, dairy, and staples. It’s not a food pantry, it’s a dignified extension of the organization’s values and an innovative approach to workforce support.

Jewish Home President & CEO Mike King and Jewish Home Foundation Executive Director Tom McDade Clay see the store as more than a charitable gesture, it’s a strategic investment in employee well-being, recruitment, and retention. “We’re not solving food insecurity,” said Tom. “But we are taking a bite out of it. And if you can do something, you’re morally obligated to do something.”

We sat down with Mike and Tom to learn more about the store’s design, its impact, and how other organizations might follow suit.

WHAT INSPIRED YOU TO OPEN AN EMPLOYEE GROCERY STORE?

We learned about a similar program from a partner organization in Boston through the Association of Jewish Aging Services (AJAS). It got us thinking – what could we do to support employees who are food insecure? In our industry, many frontline workers are in lower wage bands. Even if salaries were higher, those dollars often go toward housing or transportation. Food insecurity remains. We saw an opportunity to help, even if we couldn’t solve the entire problem.

HOW DID YOU ENSURE THE STORE FELT DIGNIFIED AND WELCOMING?

From day one, we intentionally called it a grocery store, not a pantry or cupboard. We wanted to create a space that felt like any other neighborhood market. It’s tucked in a private area near the cafeteria and HR, places employees already frequent, so it feels comfortable. The design mirrors a real store with freezers, shelves, branded grocery totes instead of plastic bags, and feedback from employees about what products they want and how things are displayed.

WHO IS ELIGIBLE TO SHOP AT THE STORE, AND HOW DO YOU MANAGE ACCESS?

Eligibility is based on income, aligned with adapted federal poverty guidelines. Qualified employees receive a card, which they show each visit. We have someone stationed there, not just to check cards, but to act as a retention specialist, helping connect staff with other resources and support. It’s not meant to be intrusive, it’s about care and connection.

HOW IS THE STORE FUNDED AND STOCKED?

We have a relationship with a food distributor who provides us with healthy, affordable products through philanthropic pricing. On the funding side, we’ve received grants and individual donations. Some donors continue to give to our general fund and also see the grocery store as an additional way to help—”I can’t solve food insecurity, but I can buy a bag of groceries.” It’s a compelling message that resonates.

WHAT ADVICE WOULD YOU GIVE OTHER ORGANIZATIONS CONSIDERING SOMETHING SIMILAR?

Don’t overthink it. You’re not trying to end food insecurity, you’re doing what you can. If you can open once a month, do that. If you can do more, great. Just be intentional, make it sustainable, and focus on the dignity of those you’re serving. The ripple effect is real—less stress for employees leads to better care for residents, and that’s a win all around.

At our latest Sales and Marketing Roundtable, we welcomed Bob Kramer—co-founder of NIC and founder of Nexus Insights—who’s known as a “disruptive force” in senior living. Bob urged us to challenge stereotypes about aging and reframe it as an aspirational stage of life filled with purpose and possibility.

He shared insights on the dangers of ageism, the value of older adults as problem solvers, and the growing demand for personalized, engaging communities. His message was clear: senior living isn’t just about adding years, it’s about helping people thrive in them.

SHIFT FROM AVOIDANCE TO ASPIRATION

Embrace the transition from offering “avoidance products” to “aspirational products” in senior living. Focus on enhancing the quality of life and wellness over mere longevity, fostering environments that encourage engagement and purpose for those in their 60s, 70s, 80s and beyond.

VALUE OF OLDER ADULTS AS PROBLEM SOLVERS

Older adults play a crucial role in addressing societal challenges like workforce gaps, loneliness and healthcare costs. Recognize them as assets who contribute through work, volunteering, and mentorship, transforming perceptions from seeing them as burdens to seeing them as problem solvers.

FOCUS ON PERSONALIZED CARE

Boomers seek personalized experiences, which technology and AI can now enable more affordably. Shift from uniform services to customized engagements that address individual wants and needs in real-time, improving overall care and experience..

EXPAND MULTIGENERATIONAL AND COMMUNITY LIVING

There is a rising trend towards multigenerational and smaller community clusters, offering varied living options. Encourage these setups to foster personal connections and shared family experiences, enriching the living environments for all ages.

LANGUAGE SHIFTS AND ASPIRATIONAL LIVING

Rethink terms like “senior moment” and “senior living,” which carry outdated connotations. Instead, promote concepts like “next stage living,” emphasizing possibilities for community, engagement, and thriving in later years, moving beyond stereotypes and limitations.

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’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 most recent Roundtable, we were joined by Andy Edeburn, Managing Partner of Elder Dynamics, for a fast-paced, insight-rich conversation about the future of aging services. 

With decades of experience and a finger firmly on the pulse of industry trends, Andy walked us through the demographic, economic, technological, and cultural forces that are reshaping senior living. From the looming surge of older adults to the rising power of managed care and AI, his message was clear: the status quo won’t hold. Providers that want to remain competitive must be bold, strategic, and willing to rethink how they serve tomorrow’s older adults—starting now.

THE CUSTOMER WAVE IS A STRATEGIC WAKE-UP CALL

The aging population isn’t just growing—it’s surging. With tens of thousands of boomers turning 80 every day by the 2030s, this isn’t a temporary spike. It’s a century-long trend that demands scalable, future-ready solutions—not short-term fixes.

EXPERIENCE BEATS AMENITIES EVERY TIME

Today’s seniors—and their adult children—aren’t impressed by billiard tables or woodshops. They want a lifestyle that reflects purpose, health, and connection. Providers must shift from offering amenities to designing meaningful, personalized aging experiences.

THE MIDDLE MARKET IS THE NEXT GREAT DISRUPTOR

A massive segment of middle-income older adults is emerging—too wealthy for subsidies, too strapped for private-pay options. Serving them isn’t just a social imperative, it’s a business opportunity waiting to be claimed by creative, cost-effective models.

PROACTIVE CARE IS THE NEW POWER MOVE

Chronic conditions are the rule, not the exception. Organizations that prioritize early identification, care coordination, and healthspan improvement will own the future. It’s not about treating illness—it’s about managing wellness before crisis hits.

DIGITAL TRANSFORMATION ISN’T OPTIONAL—IT’S THE PLAYBOOK

AI, automation, and data-driven personalization aren’t “nice to have.” They’re becoming core to marketing, operations, and engagement. If you’re still using callback sheets, you’re competing with machines that work 24/7. Time to upgrade.

SCALE + CULTURE = THE NEW COMPETITIVE EDGE

Growth through mergers and affiliations isn’t just about size—it’s about efficiency, diversity, and resilience. But legacy nonprofits must move faster, shed outdated assumptions, and position their values with data-driven clarity to stay competitive.

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’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. 

As today’s older adults seek more autonomy, flexibility, and ease in daily life, concierge services are emerging as a powerful differentiator in senior living, and few understand that better than Hersh Fernandes, CEO and co-founder of Dorvie. 

In a recent Roundtable, Hersh discussed how simplifying everyday tasks for residents isn’t just a value-add, it’s a strategic sales and marketing advantage. Dorvie’s platform, which blends human-centered service with smart tech, is proving that concierge support can drive occupancy, ease move-ins, and free up internal teams to focus on what matters most.

A CONCIERGE IS MORE THAN A SERVICE, IT’S A STRATEGIC ADVANTAGE

Dorvie isn’t just a convenience tool; it’s a meaningful differentiator that supports sales, operations, and resident satisfaction. By streamlining life’s logistics, it becomes a powerful asset in converting leads and improving the move-in experience.

EFFICIENCY IS BUILT THROUGH HUMAN CONNECTION

Rather than a self-serve app or automated interface, Dorvie pairs members with real concierges. That human touch doesn’t just feel better, it leads to smoother logistics, quicker issue resolution, and stronger engagement.

TECH + TRUST = SCALABLE CARE

Dorvie blends technology with real human service to deliver scalable, trusted support. With a national vendor network and real-time dashboards, the model proves that you can maintain high standards even at scale.

STAFF AUGMENTATION THAT EMPOWERS, NOT REPLACES

Dorvie doesn’t replace in-house teams, it helps them. By taking non-core tasks off their plate, internal staff can focus on higher-value work without burning out or overextending themselves.

SERVICE FLEXIBILITY DOESN’T MEAN LACK OF STRUCTURE

While Dorvie is flexible about which resident groups receive services, it’s not an à la carte, opt-in model. This ensures cost-efficiency without sacrificing individual choice. Residents can still say “yes” or “no” to specific services offered.

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 a powerful and timely conversation with Christopher Ridenhour, President & CEO of Inspired2Results!, 

Christopher challenged us to rethink what it really means to build inclusive communities. Rather than focusing on checklists or corporate initiatives, he encouraged attendees to start with the basics: human connection, daily intention, and a genuine commitment to valuing the voices and experiences of everyone in a community—residents, team members, and leadership alike.

INCLUSION STARTS WITH SMALL, DAILY ACTIONS

You don’t need a formal initiative to build an inclusive culture. Simple moments, like showing interest in someone’s story, lay the groundwork for trust and connection across teams.

VALUE AND APPRECIATION ARE UNIVERSAL CURRENCIES

Diversity goes beyond race or background, it’s about honoring experiences and perspectives. When people feel valued, they’re more likely to contribute meaningfully.

IF YOU’RE NOT FILLED, YOU CAN’T FUEL OTHERS

Like a battery without charge, people can’t energize their teams if they’re drained themselves. Authenticity and care must be practiced—not just preached—to create culture that lasts.

DON’T DIY DEI—IT TAKES REAL COURAGE AND SUPPORT

Doing the work of inclusion alone often leads to burnout or stalled progress. Creating real psychological safety takes shared effort, consistent leadership, and a willingness to lean into discomfort.

RELATIONSHIPS BUILD THE BRIDGE TO BELONGING

When there’s equity and trust in a relationship, there’s space for honesty, growth and even grace when mistakes happen. Connection makes inclusion real.

START WITH ONE BITE-SIZED GOAL

Instead of trying to fix everything at once, focus on a small, meaningful step. Whether it’s changing how you run a meeting or reaching out to a colleague, action builds momentum.

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. 

What if the future of aging isn’t tied to a physical place, but to the strength of a community? That’s the guiding vision behind the Village Movement, now celebrating its 25th anniversary. 

Barbara Sullivan, National Director of the Village to Village Network, joined Varsity’s weekly Roundtable to explore how this grassroots model is reshaping the aging experience across the country. Villages empower older adults to remain in their homes, stay socially connected, and access critical support, all through member-driven networks that reflect the values and needs of their local communities.

AGING IN PLACE IS A MIDDLE-INCOME SOLUTION, NOT JUST A LUXURY

The village model was created to serve those caught in the “missing middle”—people who aren’t wealthy enough for private care but don’t qualify for public support. It’s a practical, community-driven way to age at home affordably.

THERE’S NO ONE-SIZE-FITS-ALL VILLAGE—AND THAT’S A STRENGTH

Every village looks different because every community is different. From small social groups in urban neighborhoods to multi-thousand-member networks with staff and partnerships, villages flex to meet local needs.

PARTNERSHIPS BEAT SILOS—ESPECIALLY AFTER COVID

Villages are discovering new strength through collaboration with senior centers, housing providers, care organizations, and even Medicare Advantage pilots. The more they partner, the stronger their impact.

VOLUNTEER-FIRST DOESN’T MEAN UNDER-RESOURCED

Villages may be grassroots, but that doesn’t mean disorganized. Many have boards, staff, or structured partnerships, all while keeping volunteers at the core of their mission and services.

TECHNOLOGY ISN’T A BARRIER—IT’S A BRIDGE

COVID proved older adults can adapt. Villages that helped members use smartphones and telehealth tools saw lasting benefits in independence, connection, and care coordination.

DATA IS THE NEXT FRONTIER FOR GROWTH

With no major study since 2015, the new Village Impact Project aims to capture who’s being served, how, and where. That data will be key to shaping the movement’s next 25 years.

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.

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 Howard Braxton, retired SVP of Marketing, Sales and Communications at The Kendal Corporation, who shared invaluable lessons from his decades-long career in senior living. With a blend of strategic insight and heartfelt experience, Howard explored what it really takes to lead, connect and build trust with older adults and their families in an ever-evolving marketplace.

“People want what they want, when they want it, the way they want it. If you can’t provide that, someone else will,” Howard noted. From digital first impressions to the rising importance of lifestyle and proactive education, he offered a candid, forward-thinking look at how providers can stay relevant, responsive and rooted in what today’s consumer values most.

RELATIONSHIPS STILL CLOSE THE DEAL

Senior living isn’t a fast sell. It’s built on trust, time, and personal connection. In a world full of emails and automation, the communities that take the time to truly understand prospects will win.

LIFESTYLE IS THE NEW VALUE PROP

Healthcare isn’t the headline anymore. Today’s prospects walk in focused on lifestyle, amenities, and how the place feels—not clinical care. Sell the experience first, then back it up with support.

DIGITAL FIRST IMPRESSIONS ARE LASTING ONES

Websites and social media are today’s front doors. If your online presence doesn’t shine, you’ll lose leads you never even knew you had. Curb appeal has gone digital.

TECH ISN’T JUST FLASH—IT’S FUNCTION

From operations to outreach, tech boosts efficiency. Whether it’s digital systems or hallway robots, the ROI isn’t just financial—it’s in time saved, staff supported, and resident experience elevated.

DENIAL IS A FORMIDABLE COMPETITOR

Seniors are aging healthier—and delaying care decisions. The key is proactive education: showing prospects why planning early pays off before a health crisis makes the decision for them.

BUILD WHERE THEY ARE, NOT WHERE YOU WANT THEM TO BE

Comfort and familiarity drive decisions. Prospects don’t want to uproot—they want to stay close to what they know. Successful communities are rooted in the neighborhoods people already love.

55+ ISN’T THE END—IT’S THE ON-RAMP

Active adult communities are a powerful feeder—not a competitor. With the right partnerships and presence, they can become your best long-term referral pipeline.