Tag: Trends

Google Analytics GA4 will be the only way to track website activity after July 1.

Don’t worry, we have the details you need and options to make your old data useable.

By now you’ve probably seen this banner or heard that if you use Google Analytics you need to migrate to GA4. If you haven’t, get in touch with your agency of record to make the move to GA4 today!

Answers to Frequently Asked Questions About GA4

Q. Who is affected?
A. Any property (website, software, app) using Google Analytics’ Universal Analytics (UA).

Q. Why do I need to be concerned?
A. GA3, more commonly known as Universal Analytics, is going away. Three things will occur when that happens:

1. UA data will stop collecting on July 1, 2023.
2. You will lose UA data. (No specific date has been given, other than October 14, 2023.)
3. If you haven’t already set up GA4, you will need to do so in order to continue to track and measure website activity

Q. Why is Google doing this?
A. Google is moving toward Google Analytics 4 (GA4), the next-generation measurement solution, because it takes a privacy-first approach to follow people the way they use technology today.

Privacy was just a glimmer in the eyes of web visitors when UA was released over a decade ago. Now more protections are expected and included. For example, GA4 tracks first-party cookies — meaning cookies placed by a website’s owner, not someone other than that site’s owner — thereby protecting visitors from invasive third-party cookies, which pose a security risk.

When Universal Analytics was created, we primarily explored sites using just one device (usually a desktop or laptop). Consumers are now more likely to start a website journey on their smartphone while watching TV, then move to a bed cuddled up with their tablet, and conclude their journey the next day on their laptop. GA4 is built to capture this entire cross-device consumer journey, giving marketers a complete and insightful picture of their online habits.

Q. What happens to my old UA data?
A. Google will only store your UA data for a period of time (not yet disclosed by Google at the time this article was published) and then poof, it is gone. To retain historical data, Google recommends that you export it. Can you imagine looking through spreadsheets to glean insights? Even in a pivot table would be a fast “no” from many people.

Many people started to record GA4 data by July 1, 2022, to have access to year-over-year data on the GA4 dashboard. However, if you didn’t — or if you want data that precedes GA4 (before October 14, 2020) — we have a solution for you.

Data expert/dashboard options

Before you start worrying about your data going to the spirit in the sky, relax — we have you covered. Varsity has partnered with our sister company, WildFig, which offers three GA4 solutions to fit your marketing needs and budget. Our plans capture data from the beginning of your Google Analytics history until the current day of export. Two options include an easy-to-use dashboard that displays standard metrics.

Standard metrics included (old GA terminology)

• Users
• New users
• Sessions
• New sessions %
• Average session duration
• Pageviews
• Pageviews per session
• Bounce rate
• Goal completions (if applicable)

Additional metrics may be added to the dashboard for a one-time fee.

Filtering options

• Date range
• Data will be aggregated to a monthly granularity
• Medium (Organic, PPC, Direct, etc.

Data export/dashboard cost

$500         Straight export of historical UA data

$2,920     Export and historical UA data dashboard + $50/month for dashboard storage/server costs

$8,750     Export and historical UA and live GA4 data in one dashboard + $50/month for dashboard storage/server costs

If you would like to see a demo or learn more, contact kpurcell@wildfigdata.com.

If you have not yet migrated to GA4, the train is leaving the station soon. Make sure that you make the move before July 1 in order to keep from losing your organization’s valuable data, and continue to be able to track and measure activity from your website visitors.

Resource: https://support.google.com/analytics/answer/11583528?hl=en&sjid=2711946442297389965-NA

October 22 is National Make a Difference Day! To honor this day of service, we asked our staffers,
“What is one thing you are doing to make a difference?”

Here are some of their answers:

“I’m building a sanctuary for nature and its creatures.”
“l live on a farm, where I compost just about everything possible, plant bee and butterfly favorites like milkweed, bee balm and butterfly bushes, and tend a flock of chickens that give me great nutrients for my gardens. I also maintain a small pond that attracts frogs, insects and butterflies, and build and install birdhouses around my property.”
— Jace Dawson, Project Manager 

“I join 100 women in making a bigger difference together than we could alone.”
I belong to 100 Women Who Care, and each of us donates $100 per quarter and awards the aggregate $10,000 to a nonprofit in need. We nominate the nonprofits to be considered, they each present to us, and then we vote for who should receive the funding.”
— Jackie Stone, Sales Consultant

“I serve as an election judge in my own precinct.”
After the murder of George Floyd, I wanted to do something that would make my community fairer and more equitable. I looked around for ways to do that and determined one of the best ways was to get involved in the election process. I wanted to be a poll watcher to ensure everybody was able to safely and confidently vote. However, I was told the greatest need was to be an election judge in my own precinct. I’ve served in that capacity since 2020.
— Derek Dunham, VP Client Services

“I support organizations that support the community.”
“I donate to local organizations and am mindful of the environment, because we all live downstream.”
— John Bassounas, Partner

“I’m going a year without purchasing new clothing.”
“At the end of 2021 I did my routine closet clean-out, and by the end of the day I was donating more bags of clothing than I care to share the final number of. Seeing that much clothing was humbling and disturbing. I probably was only wearing about 20% of my clothes. I took on the challenge to see if I could go an entire year without purchasing any clothing, and I’m well on my way there.  Remake has been a great resource, and is packed with information about huge flaws in the fashion industry, from labor issues to the huge amount of clothing that ends up in landfills.”
— Renee Kelly, Art Director

“I volunteer my time to a nonprofit theatre company and a community college’s graphic design program.”
“For over 35 years, I’ve supported the local arts community by volunteering my time to a nonprofit theatre company — producing posters for The Harrisburg Shakespeare Company’s main stage events. I’ve also dedicated time to the local community college’s graphic design program, as a member of their advisory board, a guest lecturer and mentor to students, assisting them in preparing their portfolios and honing interview skills prior to graduation.”
— Robinson Smith, Creative Director

“I focus on reducing plastic use and recycling, buying locally and composting everything I can.”
“I compost everything (including buying compostable diapers), have planted bee- and butterfly-friendly flowers, use biodegradable cleaners, recycle all that I can, and use Terracycle for items that aren’t traditionally recyclable. I also buy local eggs, meat and produce at the farmers’ market one mile from my house that I walk to.”
— Natalie Groeger, Senior Account Strategist

That’s what we’re doing to make a difference! Here’s to helping each other, our communities and the planet!

Q&A with CC Young Resident Advocate Dess Rolfe

Can you give an overview of what a resident advocate does?

The role of the resident advocate at CC Young is to represent the residents and their families in expressing unresolved issues and concerns, taking them to management, and bringing those concerns to a timely solution. I listen, observe, interact, communicate and resolve.

How do you get in touch with residents?

I attend meetings and functions where they are present. Because I conduct surveys on the services we offer, I am in touch with many of them daily. Also, for the convenience of residents and families, we make information about me and the advocate position readily available on our website, in the resident handbook, and other CC Young publications on campus. I also hand out a lot of business cards, and my cell number is on the card.

My goal is for our residents to view me as a friend. If they have an issue that cannot wait until business hours, I want them to feel free to call me anytime.

How was the resident advocate position created?

Shortly after Russell Crews became CC Young’s President and CEO, he talked to me about a role he had in mind for me. We had worked together at another company, and he knew my background and work history. We talked about what he envisioned and what this title might be for this particular role. At that time, he said my main responsibility would be “to make the residents happy.” We began there and went forward. Over the past eight years, my responsibilities have evolved around this original concept.

Why is it so important to have a resident advocate?

The residents respond in a positive way to having their own advocate on campus — someone they know and trust who will always have time for them. In being available and listening to the residents and sometimes families, issues can be broken down and resolved before they grow in dimension.

What do you hear from residents?

The residents tell me they are happy that I am here to help them. They know they can call me, and together, we can get to the bottom of any concern and solve it quickly. They also tell other people. Many times, when I meet a visitor or new resident, they say, “I’ve heard of you. You helped my relative when they were here at CC Young.”

What is a typical day?

There are no typical days. While there are scheduled meetings, events and activities, the balance of my time is spent in relationship-building and problem-solving.

What advice would you give communities?

To have an advocate who is immediately available when an issue arises and one who proactively reaches out to residents and families very quickly. It’s important in this role to be a good listener, have empathy for the situation, look into the matter, and follow up with an answer.

What is your background?

I’ve been at CC Young for 12 years, and in this role for eight. I believe many of my previous positions have prepared me for the resident advocate position. My first summer job in high school was at a small hospital of 25 beds. Later, I became a certified medical secretary, and was a family service counselor at a local funeral home. I’ve also worked for several physicians and psychiatrists. A few years ago, I became a Texas certified mediator.

Most recently, I was asked by CC Young to teach the customer service/hospitality module in orientation to all new employees.

What is CC Young’s point of view on customer service?

Our vision is to enhance the quality of life for all we serve. We put the residents first. It is very important to build relationships through our respectful and caring approach.

What’s the most rewarding thing about your job?

Seeing that the residents and families are happy, with as little stress as possible, and that their issues are resolved quickly — to serve in such a manner that their lives are enriched because I was there to help.

During our 43rd Sales & Marketing Roundtable, participants from California to New Jersey shared tips for getting employees to take the vaccine, lead generation tactics and hopes for reopening.

Get the roundtable recap below, and please join us for our next 30-minute virtual lunchtime meeting this week.

Please join our next roundtable discussion on Thursday, February 11, at noon ET.

For login information, please contact DDunham@varsitybranding.com.

At our weekly sales & marketing roundtable, we all shared creative tactics we’re using to attract prospects as COVID-19 rates spike in some areas. We’d especially like to thank Lana Peck, senior principal at the National Investment Center for Seniors Housing & Care (NIC) for sharing the latest insights from executive surveys completed since the pandemic hit.

Check out the insights and survey results below. We also invite you to our next roundtable this week.

NIC Executive Survey Insights with Lana Peck

The full report is on the NIC website. Wave 14 findings can be found here.

We had 70 organizations respond to wave 14:

• Not the same 70 for every wave, but 60–70% are repeat takers, so there is some continuity.
• Geographical dispersion of respondents:
  • There’s a slight underrepresentation in the Northeast compared to national coverage of the NIC map.
  • For the most part, participants are coming from all over the country.
• We’re promoting this more strongly with operators, as we’re getting some national media exposure.
  • It is important for operators to know that, by participating in the survey, they have the opportunity to ensure that the narrative is accurate.

‘

• We went from ⅓ in wave 10 (early August) to just under ⅔ in the most recent wave — a lot more organizations are offering rent concessions.
• 90% of organizations are paying overtime to mitigate staffing issues.
• Staffing/temp agency usage has grown throughout the pandemic.
• About ⅔ of organizations that have IL in portfolio are offering rent concessions.
• Organizations with nursing care are less likely to offer rent concessions.
• Discussion from the group:
  • We are giving concessions on entrance fees and support on moving services.
  • We are offering $3,000 toward moving expenses and incentives to get people to move more quickly.

• Organizations reporting no change in pace have been growing. It’s the highest it’s been in wave 14.
• Deceleration of move-ins is lower in IL, AL and MC in wave 14.
• Most respondents are citing increased resident demand (increase in move-ins).
• Fewer organizations with nursing care beds in wave 14 reported acceleration in the pace of move-ins, with the fewest respondents citing hospital placement since wave 7 surveyed mid-May — presumably due to anecdotal reports of hospitals sending patients straight home to recuperate from surgeries or illnesses with in-home health care.
• A quarter of organizations have a backlog of residents waiting to move in.

• Organizations may be providing incentives. The month-over-month change in occupancy has been starting to rise.
• About ¼ of the organizations that have IL in their portfolio; ⅓ of those with AL; ½ of those with MC; and about ½ with nursing care are seeing an upward change in occupancy rates in the past 30 days.
• Fewer folks that have IL are seeing a decrease in occupancy.
• 48% in nursing care are seeing increases, and 37% are seeing decreases.

Please join our next roundtable discussion on Thursday, November 5, at noon ET.

For login information, please contact DDunham@VarsityBranding.com.

At our 31st weekly sales and marketing roundtable, communities shared their challenges, solutions and one often-used event topic that’s still getting amazing traction.

Put these ideas to work for your community by checking out the recap below.

Please join our next roundtable discussion on Thursday, October 29, at noon ET.

Lana Peck, senior principal at the National Investment Center for Seniors Housing & Care (NIC), will be joining us again to discuss the recent NIC 2020 Fall Conference and findings on the next wave of surveys. 

For login information, please contact DDunham@VarsityBranding.com.

Robert Speker, Activities Coordinator at Sydmar Lodge  in Edgware, North London, UK, and his residents have passed the time through lockdown by recreating famous album covers. Posing while wearing similar clothing, makeup and expressions, the residents (and the caregivers as well) have redone album covers by the Beatles, Lady Gaga, Adele, Bruce Springsteen, Michael Jackson, The Clash, U2, Elvis Presley, Madonna and others. And they’re still going.

Robert started this project to keep residents engaged and entertained during social distancing. Rather than passing the time playing bingo or watching TV, he felt they needed something more inspiring to do. It was a huge surprise to all of them when the project quickly went viral on social media and gained international recognition. Robert has done 80 to 100 TV and print interviews, and was gracious enough to talk to Varsity. See his ongoing artistic collaborations with residents at @RobertSpeker on Twitter.

Why did you begin this project?

It was something I’d long thought about, but I don’t usually have a lot of time. However, during lockdown, I had more time to put on different activities with the residents particularly when no family visits were allowed. That was the impetus for me actually starting the project. Once I had explained to each resident what I wanted to do, they got on board really quickly, with great enthusiasm.

What have been some of the highlights of the experience?

There have been many. David Bowie’s widow Iman retweeted it.  It’s just a phenomenal thing to know that the love of his life has seen this project and has liked it.

Midge Ure challenged me to do the Ultravox album cover of Vienna, which was just celebrating its 40th anniversary. So I felt the need to be able to do it. After I sent the photo out, he sent a really lovely message. As a special surprise for resident Sheila Solomon’s 92nd birthday, I’d arranged for her to meet Rag’n’Bone Man backstage before one of his concert. He was really lovely with her. He is a huge guy… he gave her a signed album. It was the one with the tattoo, so I knew that I had to get her doing this cover, complete with tattoo, temporary in Sheila’s case.

Sheila also recreated the Clash cover (a redo of an Elvis Presley album). She’s a real character. There’s not many 94-year-olds that still like going to rock concerts! She’s just waiting for lockdown to end so she can go and see Ed Sheeran. 

How did you choose the residents and carers for the photos?

It was partly on their look, say, if they had a similar hairstyle, but also based on music preference. They had heard all of the artists⎯they might not know exactly the song, but they all know and have listened to all of the different artists. So it was a case of showing them the album covers. It was interesting to discuss different covers and see how the image appears to someone in their 90s, and then it was a case of matching it in that way and taking some photos.

How did you choose the album covers?

I wanted the covers to be ones which were easily recognizable ⎯ the word “iconic” springs to mind. Even if the photo won’t have the name of either the singer or the group, you’ll know almost immediately who that artist is.

What impact has your project had on morale among residents and staff?

Well, they really have loved doing it. And obviously the global response has just been overwhelming. It’s been absolutely awesome, really phenomenal and so positive. They loved seeing the coverage on TV and in the press. For the residents and the staff to receive such warm wishes from around the world is really heartwarming ⎯ especially in this time when we are still in lockdown. Residents are only seeing their families maybe a couple times a week, if that, literally for 20 minutes, at two-meter distances, with masks on. The positivity was really needed. And while I was doing it just to create some smiles, it has also raised awareness of care homes—the people who are living and are working in them.

Did that play a role in changing the perception of older individuals?

It certainly did, because it made people realize that care homes aren’t this stagnant environment where residents just sit around in a circle, either sleeping or watching television. We try to encourage them to do as much as they possibly can. My mantra is: Use it or lose it. So often I say, if you can do it yourself, do it, because you don’t want to get to that stage where you actually aren’t able to do it; so once you can still do something, do it. And with these photos, they were all able to do it, they all enjoyed doing it. So it was that kind of feeling of knowing how care homes are perceived not only in the UK, but obviously in America and other countries, and we’re trying to knock that theory out of the window.

Are there any residents who said, “Hey, I want to be included”?

Yeah, we had a few, and their family members would get involved by saying, “I think Mummy would be good at this.” Or, “Why don’t we use Dad for this?” Then we’ve got residents saying, “What am I going to do? When am I going to be photographed?”

How did people find out about it?

Initially I sent it out on Facebook, to the families, and then posted on Twitter and Instagram. On Twitter, that’s where it went really completely crazy—just to learn who had seen it and how many people had seen it. I said to the residents, over 11 million people have seen these photos. It’s quite unbelievable. 

How were you able to do all the makeup, hair, body painting, photography and editing?

When I’ve got an idea such as this in mind, I like to do it myself, because I know what I need to achieve, rather than trying to explain it to someone else. Also, I didn’t want a lot of people knowing about it, just so that it could be focused on that individual. I could just take them off quietly. There’s no hoo-ha about it. I’d spend 30 minutes or an hour with them. Doing the makeup or the set or the hair.

Can you talk about why you made some of the details in the photos different?

Martin, the gentleman in the Springsteen photo, he’s got his own baseball cap, so I thought, I’m going to use that cap. And I’ve tried to do that throughout, so if there’s an item of clothing that the actual individual has already, then I want that to be in the photo. Sheila had a jumper similar to Rag’n’Bone Man’s, so that’s what I got her to wear. For Hilda and Blink-182 — the model is wearing a red bra, which wouldn’t have been appropriate for her. I showed a lovely red jumper of Hilda’s. Whether it’s an item of jewelry or a piece of clothing, I use things that belong to the residents, to make sure that it’s about them in the photo, not just their body, but also other aspects of their personality.

 Have other communities reached out to you about your project?

Yes. Another care home messaged me and said, “We hope you don’t mind, we saw what you did, and we’ve also tried to have a little go at that.” I think that’s a wonderful thing — especially during this time, when other care homes are in isolation — we need to be sharing ideas. And if this can work in other settings, then I’m all for it. It’s not a competition about who can do the best; it’s about making sure that seniors are engaged and have activities to do.

What has been your favorite thing about the project?

Suddenly, our residents are in the spotlight; they are the main talking point, having done something absolutely phenomenal. They have been able to talk so much about this to their peers, to family, to staff. It’s amazing that it’s still carrying on. Which is a beautiful thing. 

It’s not only just making somebody smile, it’s the fact that residents are talked about. And it’s not about the famous singers, it’s about our residents. It is really humbling personally for me. I never expected the impact and the response. I’m really overwhelmed, and the residents just absolutely love receiving the messages and can’t quite believe that people in America, Australia and all over the world have seen these photos and want to connect with us.

It has been a lovely ride that we’ve all been on. I’ve really shared it, the whole way, with the residents, which is just a lovely thing.

During COVID-19, Robert and the residents of Sydmar Lodge Care Home are helping others by raising funds for three charities: DementiaFriends.org.uk, Alzheimers.org.uk and AgeUK.org.uk. You can join the cause by donating through their GoFundMe page or by ordering a charity calendar they’re creating. Watch Robert’s Twitter page (@RobertSpeker) to see when the calendar comes out and how to order it. 

Today I’m talking to Joe Gorman, Division President East at Morrison Living. Morrison Living provides culinary, design, wellness and environmental services to 450 clients in 41 states, including some of the most prominent senior living communities in the United States.

How are you keeping things safe at the communities you partner with?

At Continuing Care Retirement Communities, we have an in-depth checklist to make sure that associates are safe; that the environment is clean, sanitized and effective; and that we’re thinking through all the elements so that, when communities are getting ready to restart and reopen, they’re in the best possible situation.

We’re doing some unique things—working with different types of communities that are having challenges. They’re looking for the expertise, help and compassion we can provide.

If they need to make design changes, they can turn to our subject-matter experts. We can also help them as they make labor changes so that they can be both efficient and sensitive to what residents need.

Communities may have had two dining services a day. Now, to keep people socially distanced, they have four or five services, as well as a dining room functioning at 25 to 50 percent capacity. They need resources and tools to manage these challenges. We have a robust restart program that addresses these areas, so no one feels alone.

We’re also getting calls from clients asking, from an environmental perspective, what should we be doing? What about disinfectants? We’re enhancing our environmental teams and restructuring to make sure that we can fulfill the needs of all these communities in various geographic areas.

How does your parent company, Compass Group, help you support your communities?

Compass Group, a best-in-class organization, provides food and support services to millions of people across the globe. They’ve published a guide to helps their 25 business sectors deal with the COVID-19 environment. Called “Stay Safe, Eat Well,” the guide is comprehensive, because it has to address the COVID-19 issue in every sector. It gives us resources, technology, design and wonderful tools that can cross over every sector. One of my favorites is ChefNet, a network of local and celebrity chefs who make virtual appearances at communities. They teach kitchens to lift residents’ spirits and show them how to make exciting new dishes.

How are you restarting and reopening communities?

We have a robust platform: ReSTART + ReNEW. In our industry, as the virus changes, reopening practices have to match the needs of different states and counties, at different times. Our plans have to be flexible in addressing the ever-changing environment. When COVID-19 started, we collaborated with our best subject-matter experts in all categories. We immediately looked at how to handle this situation. Now, we have an in-depth formula that we follow depending on the level of care required.

We’ve reopened multiple communities in the middle of this pandemic. One innovation is at The Templeton of Cary, a brand-new CCRC, where residents are moving in right now. We’re introducing a robot that is helping staff by clearing plates, so employees aren’t handling multiple plates, and they can spend more quality time interacting with residents. Learn more about Penny,  the self-driving robot.

What kinds of design changes are you making?

We have a robust team of culinary innovators and designers. They work with design companies and architects to enact multiple changes. As self-service, with beverages and salad, goes away, for social distancing reasons, we’re coming up with different innovations and platforms to solve those problems. Morrison Living’s team is critical right now. People have to make major decisions in a very short window of time.

You think about the pressure that communities are under right now—what they’ve gone through is unprecedented, unbelievable. We want to give them tools and resources so that they don’t have to feel that they are alone, and that they are getting the help they need.

In our most recent sales and marketing roundtable, community marketers shared their recent sales ups and downs as well as some valuable tips for virtual events.

Check out the recap of our discussion below. Please also join us for our next sales and marketing roundtable next week. Details are at the end of the post.

Please join our next roundtable discussion on Thursday, August 20, at noon ET.

Cara Stefchak and Cory Lorenz will join us to discuss social media and digital media usage during the pandemic.

For log-in information, please contact DDunham@VarsityBranding.com.

Guest post by Sharon Fahrer, Director of Special Events, LeadingAge PA

We’re excited to present the 2020 LeadingAge PA Annual Conference + EXPO on August 19–21. Our goal is to make the virtual experience every bit as interesting and exciting as the live event! You’ll experience much of what our attendees have come to love about our live conference—plus a few surprises!

From the moment you (virtually) walk into the lobby of the three-dimensional conference, you’ll feel like you’re physically there. You can explore the EXPO exhibits, attend educational sessions, catch keynote speaker Colette Carlson and even network with colleagues. As in past years, the highlight of day one will be the LeadingAge PA Distinguished Service Awards.

Advantages of attending the conference virtually:

• If you’re among the first 500 people to register, you’ll receive an exhibitor box with carefully selected goodies, including gift cards to cover the cost of lunches attendees are usually provided at Hershey
• You’ll save time and money on travel: no hotel stay, no gas, no car rental, no traffic!
• Registration rates are discounted as we’re sensitive to many of our members being under COVID-related financial stress
• People who usually wouldn’t have the opportunity to physically attend will find it easier to participate

Why we decided on a virtual conference

We were in the final stages of planning our live conference when COVID-19 hit. We decided to go virtual when it became clear we needed to pivot in order to protect our members.  As their well-being comes first, there was no way we could encourage people in the senior living industry to gather and put their safety, or the safety of their residents, at risk.

Finding a virtual platform that feels real

As we pivoted, we concentrated on finding the best virtual platform. We were fortunate that LeadingAge National was also starting a search. We selected the same platform. We chose an engaging system, with three-dimensional elements and cool features, so that you feel as close as possible to being at a live conference. When you enter the conference, it’s not like looking at a flat screen; there’s a three-dimensional building with different activities going on in the lobby. 

The EXPO Hall
Each exhibitor will have a booth. Visitors can chat with staff in real time, access their resources and set appointments. In addition to dedicated hours for the EXPO, you’ll be allowed 24/7 access to booths.

Networking opportunities

You can see who’s online at any given time, so you can connect with them via live video chat. It’s like being at our live conference, seeing a colleague in a hallway, and starting a conversation—only, it’s virtual.

General Sessions

Complementing three days of education sessions will be two general sessions:

• Colette Carlson, human behavior expert – Keynote Speaker

Carlson’s topic will be, “Many Communicate, Few Connect.” Her engaging, energetic and upbeat presentation style is just what attendees need right now.

• Rachel Levine, Secretary of Health for the Commonwealth of Pennsylvania

Dr. Levine will speak about Pennsylvania’s response to COVID-19 and answer attendees’ questions. You’ll have the opportunity to submit your questions and make your voice heard.

Tips to get the most out of the conference

Approach it as if you were attending in person. Block the time off on your online calendar. Close down other applications, and try to focus. The conference will include breaks and the days will end early so that you can work as needed.

Just a reminder: LeadingAge PA is here to help you during COVID-19, offering:

• A weekly member update call with President and CEO Adam Marles
• A community lounge where members can ask questions and communicate with other members about how they’re handling issues
• Resources and tools on the dedicated LeadingAge PA COVID-19 webpage

If you haven’t registered yet, I urge you to attend the 2020 LeadingAge PA Annual Conference + EXPO: Virtual Experience. Hurry to receive the free exhibitor box full of goodies for only the first 500 registrants.  Have a great time!

Questions? Contact LeadingAge PA at (800) 545-2270 or (717) 763-5724.

As more cities opened up, communities met virtually for roundtable #13 to discuss this week’s triumphs and tribulations.

Check out the recap of our discussion below. Please also join us for our next sales & marketing roundtable, coming up this week.

Join the next roundtable on June 25!

You are welcome to join our next roundtable discussion on Thursday, June 25, at 12 p.m. ET.

You don’t have to be a client to join — all are welcome. For call-in information, email DDunham@VarsityBranding.com.

Today, Stacy Hollinger Main, a partner and interior designer at RLPS Architects, is sharing her philosophy and advice on senior living design. RLPS is an award-winning firm located in Lancaster, Pennsylvania, that specializes in architecture and interior design for a variety of industries, including senior living, assisted living and dementia/memory care. Stacy has 28 years of design experience and has spent 21 of those years designing senior living communities at RLPS.

What is your philosophy on senior living design?

First of all, it’s important to understand that it’s not “senior living” design — it’s about good design, period. We take the approach of looking at design from a holistic point of view with a nod to hospitality design, but scaled appropriately for people who are living there.

To appeal to Baby Boomers, designs must be contemporary and reflect the distinctive experiences and lifestyle offered to those moving into a particular community. It’s tailored to people who have the desire to live in housing that’s beautiful and well maintained with a lot of amenities — but designed appropriately for the people who are using it.

Take carpet, for instance. It may look rich, but there are a lot of factors that we take into consideration behind the scenes. The carpet has to be able to handle rolling traffic, such as wheelchairs, scooters and walkers. And it’s not just about the items that assist the residents to keep them ambulatory; it’s also about the staff — whatever they’re pushing and navigating, such as med carts. It’s often a matter of weighing the options with our clients for each particular application. Carpet is typically more homelike and helps with acoustics, but it’s easier to propel rolling traffic over hard surfaces.

What advice would you give senior living communities?

Communities need to stay current and fresh because the competition is high, and trends change constantly. Just as you want to update your own wardrobe, you want to make sure that your floors and walls are all up-to-date.

Our goal is to create timeless communities that speak to the brand and reinforce it across all levels of care. However, it’s easy for communities to get out of date. You don’t want people to be fearful to go to a higher level of care, such as assisted living or memory care, because the spaces look outdated and not as nice as independent living.

That’s why it’s important to include interior design in your master planning. Your community needs to put a refresh of its design into the capital budget. You need to evaluate every aspect of your decor at least every 8–10 years, although you can change things like paint and accessories more often for a refreshed look.

 What are your favorite projects?

In the end, once we’ve had that ribbon-cutting ceremony, and we hear people walking through the rooms, experiencing the design for the first time and talking about it, feeling happy — those are our favorite projects. It’s really about the way the design has improved their lives. And it’s not just about the people who are living there; it’s about staff, too. If we’ve been able to help a staff member do his or her job better and promote health or wellness because of the materials we’ve used, it’s impacting people’s lives for the better.

We do projects across the U.S. They’re all challenging and all unique. We don’t do cookie-cutter projects. We are creating a unique atmosphere for the community while striving to create trust, open communication and a positive end result for our client. Those are the best projects — when a client is asking us to come back to do the next one.

What do you like most about your job?

When you look at a room, when you look at space, it’s more than six sides of a box; it’s the potential for creativity. When we start to fill the box with the interior elements, we look at the floor, walls and ceiling. We think about acoustics and window treatments and lighting and accessories. In the end, it’s all about the people who are using the space. What I like most about my job is seeing people who are enjoying the space as they work and live here.

The goal for design is all about creating an environment to inspire people and transform lives. Our goal at RLPS is to do that in all aspects of our design, not just in senior living.

I’ve traveled all over the country to attend senior living conferences. Last week, I had one of my  favorite event experiences. It was just three minutes from my home in Hershey, Pennsylvania.

At most conferences, the locations change, but the same pain points keep coming up. Issues include staffing headaches, leadership transitions and ever-changing regulations. However, at the recent 2019 LeadingAge PA Annual Conference & EXPO, themed “Own Your Future,” speakers raised some new and different questions. These questions could dramatically impact the future of aging services. In case you weren’t able to attend, I wanted to share them with you.

1. Are smart speakers in communities breaking the law?

That’s one question you may not be able to ask Siri or Alexa. Even so, every community should be seriously considering it. As more and more providers (and more and more residents) plug in to voice assistant technology, the more potential legal and regulatory conflicts they face. For instance, allowing a resident to be audio-recorded without consent (which smart speakers do) violates both HIPAA and state wiretapping acts. Is smart technology always such a smart idea? In this fascinating presentation, Larry Zook and Cynthia Haines made the case for putting strong policies in place to deal with this new technology. 

2. Why do for-profit developments move so much faster than nonprofits?

For-profit senior communities can be built in 12–18 months, while nonprofits often take 3–5 years. What accounts for the faster speed to market? In a peek inside the for-profit world, Maura Richards of Wohlsen Construction and Jamie Spencer of SilverBloom Consulting broke down the reasons.  They included vetting based on market feasibility, no need for pre-sales, a focus on rentals and availability of equity. Can nonprofits find ways to speed up their own development process?

3. How can we extend housing solutions to the middle market?

As a field, we have options for people with significant resources. We also have housing  for people with extremely limited resources. But those in the middle? They’re often left without good choices. Research specialist Sara Marcq, banking professional Lynn Daly and architect Craig Kimmel discussed new models coming to market — including some for-profit rentals — to fill these unmet needs.

No, I didn’t take three flights to attend LeadingAge PA or visit an exotic locale. After the show, I got in my car, made two lefts and a right and arrived in my own driveway. This shows that a conference really isn’t about a place but about people. It’s people coming together to share their knowledge, in the hopes of improving life for older adults.

I thought I was just flying into Fort Worth, Texas, for another sales conference. Instead, attending the 2019 Greystone Sales Adventure from May 1 to 3 was a life-changing experience that challenged me to look not only at my role in sales, but my whole approach to aging services.

The first tip-off that this wasn’t sales as usual was the conference theme: “Get Down in Funkytown.” It reflected a collective commitment by these senior living sales professionals to get down and be rebellious as they seek to reach consumers who demand more control of their next phase of life. Oh, and it offered lots of opportunities for the participants to get their funk on.

The next clue was the keynote speaker, Lois Kelly, co-author of  Rebels at Work and co-founder of an organization of the same name. The essence of Kelly’s book and the organization she represents is a call for us to push all layers of the organization — regardless of respective role or place of authority — to take responsibility for driving improvement, change and innovation.

Lois challenged us as sales professionals to assume a leadership role in driving change across our organizations. In thinking about the undertaking Lois tasked us with, I’ll be lending ongoing attention to the following questions in collaboration with our clients:

1. What are we doing as partners to make the status quo unappealing?
2. How are we helping our teams become more agile and flexible?
3. To what degree are we maintaining our curiosity? What did we learn today?
4. Who did we listen to today, and what was their message to us?
5. Why does the world need us?

One final takeaway: Lois summed up her message to the group by pushing each of us to change the soul of the place in which we work. The challenge is monumental, but the talented group of sales professionals is serious about transforming the field in an effort to serve those yet to be served.

The first session of LeadingAge PA’s 2019 Fellows in Leadership program was a huge success. I caught up with coach Diane Burfeindt, vice president of population health and housing at Presbyterian Senior Living, and participant Brian Mailliard, chief financial officer of St. Paul’s, to talk about the kickoff of the year-long program, hosted at SpiriTrust Lutheran’s The Village at Sprenkle Drive in York, Pennsylvania. “The other coaches and I were just amazed at how quickly the group came together — there was a really good energy,” said Diane. Brian agreed. The program was “even better than I anticipated it would be,” he said. Diane and Brian provided some top-level takeaways about what they’ve learned so far:

1. Leaders aren’t born; they’re taught. One surprising course insight debunked the myth of a natural leader. “We learned that anyone has the ability to be a leader, but not everybody is taught to be a leader,” Brian said.

2. The right decision may not always be the popular one. One of the challenges Brian has shared with the group is the realization that making necessary decisions for the health of the organization, may not be viewed as positive by everyone. “I want to be the likable person, and sometimes decisions need to be made that aren’t popular,” he said. Advice from the group: It’s okay if people disagree with you. And you’re not alone — most leaders deal with this issue.

3. It’s essential to see trends in action. The group toured the new assisted living neighborhood at The Village at Sprenkle Drive and heard about trends from Steven Jeffrey, chief strategy and innovation officer at Garden Spot Village, home of a five-apartment co-housing residence, just one of their innovations in senior living.

4. Titles don’t matter. The people in Diane’s small learning group work in a variety of areas, from finance to personal care to operations and strategic initiatives. “I think you can tell we didn’t talk about titles,” Diane said. “Regardless of experience or level or age, we learned a lot from each individual. It’s the diversity of thought and perspective in the learning circle that makes it so valuable.”

5. Other leaders face the same challenges you do. “It was reassuring to learn that the issues I’m dealing with on a daily basis aren’t limited to myself or my community,” said Brian. “Other people are going through the same things I am.”

6. Leading takes even more work than you’d imagine. Of course, leaders put a lot of effort into their jobs, but it’s essential to carve out time to focus on leadership development. “When I left the first session, what I was thinking to myself is how much study, time and thought people put into being a leader,” Brian said. “It’s something that you work at.”

Both Diane and Brian are looking forward to reuniting with their small group. “I’ve always found Fellows in Leadership to be a very personal journey,” said Diane. Brian seconded this sentiment. “I never slowed down before to think this way or contemplate leading in this way,” he said, “but I’m very glad to get the opportunity.”

Between sessions, the participants will be meeting virtually, getting advice on issues that arise at their communities and working on individual learning projects. “It’s always interesting to see how the group evolves through the year,” said Diane. Stay tuned for the highlights of the next session of 2019 Fellows in Leadership, taking place in Mechanicsburg, Pennsylvania, May 15–18.

Today, Arielle Shapiro, the owner, operator and lead art consultant at Silver Cat Design, a corporate art consultation and interior décor company in Denver, CO, shares her insights into the importance of art in senior living design.

Rob: What is an art consultant?

Arielle: An art consultant is an art-minded professional who assists in the vision for art selection and other art-related projects. My branch of art consultation is primarily focused on senior living and corporate art selection — I advise where art should be hung, choose the artwork, have it framed and oversee the final installation. I purchase artwork from showrooms and online sources, as well as independent artists. I am a fine artist myself, so sometimes I choose to create a piece for a project.

Rob: Why is art important to a senior living community?

Arielle: Art is an enormously enriching and important element in day-to-day community life, especially when it comes to an environment like senior living. These communities are most often seniors’ forever homes, where the residents spend all of their time. Having a thoughtfully chosen, inspiring collection of art will vastly improve their lives. Art inspires personal connections, sparks conversation, stimulates memory recall and brings overall joy and beauty into communities, benefiting both residents and team members.

Rob: What are some of the design trends you are seeing in senior living communities?

Arielle: Paisley, checkers and “Grandma’s house” decor is a thing of the past. Current-day senior living design is incredibly modern, chic and unique, comparable to a luxury hotel. Interior design for these communities is forward-thinking, revolves around community focal points like the dining and lounge areas and caters to Baby Boomers — those who were on the forefront of technology, abstract art, cultural dining and aging independently without the assistance of younger generations. New senior living is sculpted to fit these active seniors’ lifestyles in many facets, from exercise rooms to hobby shops to pubs with beers on tap. Senior living is shifting as far away from the old “retirement home” aesthetic as possible.

Rob: Do you have any research you can share about the benefits of art for older adults?

Arielle: Absolutely! Evidence-based design proves that art and color play an integral role in brain function, especially for the very young (infants) and elderly, like those who experience cognitive slowdowns or issues like Alzheimer’s disease.

Rob: How can art impact memory-impaired residents?

Arielle: Color theory and evidence-based design prove that certain patterns, colors and images can stimulate a plethora of positive thoughts, emotions and sometimes memories. Cool colors, like soft blues, greens and earth tones, can help a memory-impaired resident to feel calm, while soft pinks and oranges can stimulate happy or energized feelings. An image of a 1955 Jaguar car, for example, could help a resident recall a memory of once seeing that car in his or her neighbor’s driveway. An image of a poppy field in spring may bring a resident a sensation of serenity or joy. Selecting artwork for memory care is a very involved, special and fragile practice that requires an extraordinary level of care and consideration.

Rob: Can you give me a few examples of the types of senior living projects you have worked on recently?

Arielle: My most recent project is a luxury senior living community located in the Tech Center area of Denver, Colorado, called The Carillon at Belleview Station. I selected and placed over 350 pieces of art for this community. Village at Belmar in Lakewood, Colorado, is a project I will be forever proud of: one of my first large communities, where I placed art and accessories and furnished several model units. I also recently installed four incredibly chic model units at Pine Grove Crossing, a senior living community based in Parker, Colorado.

Rob: How can our readers find out more about Silver Cat Design?

Arielle:  I would encourage them to visit the Silver Cat Design website or engage with me on LinkedIn.

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” could benefit seniors living with depression and dementia.

Today, Sarah Schoeder, wellness director at Eaton Senior Communities, shares some of her favorite stories about resident interactions with Ryan.

DW’s Story: Reengaging in the Community

DW struggled with depression after the loss of his wife earlier this year. We no longer saw him smile, and he had begun to isolate, no longer taking meals in our dining room or attending holiday parties. At 93, he had limited access to technology in his lifetime — and certainly not to a robot! What transpired was the old DW returning to us. He smiled and laughed again and was always on time, never missing a session. His daughter was thrilled that her dad was once again engaging in the community, and it lessened the stress she felt when she was away on business. DW will tell you that it “was fun” and that “Ryan helped take my mind off the constant thoughts of my wife. It gave my mind a new direction, you might say,” he said. He felt valued, helping the interns achieve their goals and receiving the opportunity to engage with younger adults.

LW’s Story: Overcoming Depression

LW was another unexpected success. As a younger resident with a higher level of education, I was not sure what to expect. She surprised me when she said that “Ryan understands me; she knows what I am going to say before I do.” LW struggled with depression that was intensified by her recent move to the community. Over the course of the trials, she began to report that moving here had improved her mood, and she looked forward to her sessions with Ryan. She is anxious to further participate in clinical trials and recognizes that Ryan helped her overcome the deep depression she felt earlier this year. I am happy to say that she is now an active community member, participating in many social events and helping her neighbor regain her love of art.

PN’s Story: Making a Friend

PN was thrilled when invited to participate with Ryan. He frequently commented on how beautiful her smile and facial features were. He recalls how he asked her out to dinner, but she declined, saying she was not hungry! PN commented on the variations in facial expressions and quality of speech. He was aware of these features and how it affected his relationship with her. PN looked forward to his interaction with Ryan, and the excitement that followed after his sessions was priceless!

BC’s Story: Seeing His Dream Come True

This resident had studied psychology in the 1950s and had particularly enjoyed the area of artificial intelligence. In his 90s, and highly educated, BC enjoyed seeing the “future” that, years earlier, he could only dream of. After his sessions, he would smile and talk at length about the interactions. It was great to see his mind stimulated and the smile he was well known for return when his health was failing him.

See Ryan from her inventor’s perspective in another blog.

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.

The 2018 LeadingAge Tennessee Annual Conference & Vendor Showcase is now in the books, and it was a great event. Gwyn Earl and her team deserve major kudos for pulling off a fine event. We, at Varsity, were pleased to host the conference Lounge, as well as to exhibit during the Showcase. In between these times, we took the opportunity to check out some of the sessions and engage with our colleagues in the volunteer state. As is tradition here at Varsity, we’ve wanted to look back on three major themes we picked up from the event and share them with all of you who may not have been able to attend.

1. The need for conscious communication has never been greater.

For us, Dr. Donna Van Natten was an excellent addition to the conference line-up. She specializes in nonverbal communication and led a couple of sessions on that topic. Of course, the Varsity team made for easy pickings as she provided examples of both positive and negative nonverbal cues. While this information is great in the business world, it also has major applications for those working directly with residents. Being conscious of your nonverbal communication — and being able to read the nonverbal communication of others — could make the difference between a good interaction and a great one. When was the last time you thought about how the placement of a chair in the room could help someone make an important decision? Dr. Van Natten has, and her excellent session really made us think about our communication strategies.

2. The death of the dining room

Much discussion was had around changes to the dining experiences created by providers. One of this year’s LeadingAge TN Innovation Awards went to a provider that dramatically changed the dining experience for its residents. Gone was the dining room, institution meal trays and bland plate covers. The provider replaced this service with localized dining stations throughout the community, manned by chefs who prepared foods mere steps from residential areas. Now, residents wake up to the smell of bacon sizzling and warm maple syrup, completely changing how they dine. This is a trend that we are seeing nationwide, with more intimate and customizable dining experiences being provided to those in assisted living and higher levels of care. It’s heartwarming to see the changes developed in the independent living space being transferred to other campus areas, as well as the level of impact this is having on resident satisfaction.

3. Retirement as a destination

If you haven’t been to Nashville recently, you may be unaware of how much it has become a tourist destination. One of our Varsity team members described it as the Times Square of the South. This rang especially true as we heard stories from providers describing how new residents were moving great distances to a community in Tennessee. From the Northeast to Los Angeles, people are retiring to Tennessee in droves. While some of these people may not be moving directly into Life Plan Communities, many are opting for 55+ communities that could easily lead to a provider’s doorstep. Tennessee is an especially attractive place for retirement — warm summers, mild winters, beautiful scenery, thriving food scenes and fantastic entertainment options all combine for a great independent retirement lifestyle. This, coupled with the recent influx of young families to the area, could create a retirement boom as older adults decide to move closer to their younger family members. Many providers with which we work rely on the local community within 20 miles of their property for most of their new residents. However, if a campus is appropriately positioned, with some creative marketing, it could go from a regional provider to a national retirement destination.

Once again, we want to thank all of our friends for a great conference experience in Franklin, Tennessee, and we wish all the best to the providers of that great state as they continue to live “Life on Purpose” as members of LeadingAge.

One of the most interesting and enjoyable aspects of being involved in the aging services space is the ability to look around the country (and the world) at how different organizations are applying trends in design. From the upscale, fast-paced communities of the Northeast to the eco-friendly, fitness-focused communities on the West Coast, communities are applying innovations in new and creative ways — all in an effort to appeal to potential residents and earn their business.

The most ubiquitous design trend to hit senior living in the last five years has to be the bistro — every community seems to have one. Whether it was designed from the ground up and newly installed or an existing space that was repurposed, the bistro has become as common as the dining hall of old. This has caused us to wonder: What’s the next bistro-type amenity that every community is going to have to build?

We believe that the answer is a wellness center. New residents aren’t happy with an exercise bike and a treadmill stashed in a closet being labeled as a “workout room.” They want a bright, airy space, with dedicated and trained staff members, wherein they can attend to their wellness needs, which go far beyond exercise. Progressive communities are offering the latest in high-tech fitness gear, supplemented with wellness practitioners from across the spectrum, such as yoga, Reiki and acupuncture. It is our prediction that, in five to 10 years, those communities that have failed to funnel resources into their wellness amenities are going to struggle to find residents.

As Baby Boomers continue to age into the retirement community marketplace, they bring with them a hallmark of their age group — the “Me Generation.” No longer will potential residents review a property and say, “Well, I guess we can make this work.” Rather, they are demanding the ability to customize and personalize their new living spaces. And two options just won’t do it! They want to see the gamut of materials, styles and finishes enabling them to feel like their new home is truly their own. Marketers have to adapt to these desires at a rapid pace. Where once facilities could flip an apartment for resale in a week, now it may take several months to bring a space up to the standards of its new owner. Finding creative ways to enable flips to occur quickly and economically is sure to be a growing trend.

In many parts of the country, residents are also becoming more environmentally conscious, demanding that their homes reflect their values. Recycling, the use of low-energy appliances and lights and sustainably sourced food products are just the tip of the iceberg. Communities are now looking to the installation of solar panels for energy production — not just for homes, but also for common areas. Resident gardens are also increasing in size, as dining services teams are being challenged to include the ultimate in fresh ingredients: those grown by the residents themselves, on-site. Some organizations are looking to these trends as opportunities to grow and improve, while others are struggling to keep up and find their place in the market.

As we work with our clients around the country, it always intrigues us to see who is pushing the boundaries of the current trends and who is taking extra time to evaluate what others are doing and put their own, unique spin on it. Whichever type of community you may be in, it’s our opinion at Varsity that these trends are going to be major factors in senior living design into 2018 and well beyond!

Since the 1990s, divorce among adults 50+ has doubled, according to a Pew Research poll. People under the age of 50 have seen declining divorce rates, but later-in-life divorce (often termed “grey divorce”) continues to climb. Many researchers are studying why this is occurring, while families and senior living communities are on the frontlines, dealing with the real-life fallout from the ending of marriages.

Before we can understand how to handle grey divorces, we should probably understand the reasons why they are happening. An article on HuffPost, dated September 2015, actually laid out a pros and cons list for those who are “di-curious” and considering a divorce after 50. Reasons cited in favor of divorce included the ability to more easily meet new people (such as when moving into a retirement community), rediscovering of one’s sense of self, new sexual experiences and a freedom to engage in new hobbies that the previous spouse may not have been interested in. Of course, the cons list included issues like loneliness, feeling out of place among married friends and having to handle all of life’s challenges alone after many years of interdependent marriage.

With all of this in mind, we generally see a couple of trends for the reasons that people get divorced after 50. First, as attitudes toward divorce have changed in America, so have the attitudes of those growing older. The stigma of divorce used to be strong; today, it’s become more normalized. As such, older adults now feel less social pressure to remain in relationships that aren’t working for them. Of course, these divorces are enabled by “irreconcilable differences,” the modern catch-all phrase for when couples can’t seem to get along anymore. With children out of the nest, and the daily grind of work coming to an end, many couples find that spending so much time together in retirement is much harder than they had anticipated. They realize just how far they’ve grown apart and start to consider life beyond the marriage. Of course, these kinds of conversations can and do happen after a couple moves into a retirement community, creating a very murky situation, indeed.

Another sad trend that directly affects grey divorce and senior living is financial issues. There are more than a few instances where being divorced leads to a better financial situation for those involved. When nursing expenses become income-based, and one spouse was the breadwinner for years, the couple can be left holding a bill they weren’t prepared to pay. If divorced, those costs could be significantly reduced. What a terrible option this must be — pay to keep your marriage alive or divorce and keep yourself out of the poorhouse!

So, with all of this in mind, what can aging services providers do to help?

First, recognize that just because a couple has been married for 25, 30 or even 40+ years, there may still be issues in that relationship that you can’t control or understand. Everyone loves to say, “Awwww!” when they see an older couple holding hands, but for every couple like that, there is another that struggles to stay together every day. Having your pastoral care staff and social workers prepared to deal with marital issues in retirement is a great first step in providing resources for your residents.

We also advise that directors, admissions and marketing associates have a standardized plan in place for when a couple decides they are going to divorce after moving into the community. How will you handle the finances? Who moves out? What happens to the apartment or cottage? Taking a little time to think about these issues before they arise not only helps your organization better manage the situation, but it makes the transition easier and more respectful for the residents in question.

While the grey divorce trend can be unsettling for community managers, adult children and other residents of a community, it is an issue that is on the rise. We would like to think that every relationship will be able to grow and mature into retirement, but we know that not all will. It behooves aging services professionals to understand and plan for these changes now, before they are presented with them.

Sources:

3 Reasons Why Seniors are Getting Divorced

http://www.huffingtonpost.com/barry-gold/gray-divorce_b_8045840.html?utm_hp_ref=fifty&ir=Fifty

Led by Baby Boomers, divorce rates climb for America’s 50+ population