The Meaningful Creation of Unique Communities

There are more people aged 60 and older than at any time in history. These new older consumers are healthier, better educated, and have more disposable income than prior generations. It is therefore no surprise that there is an increasing apathy toward the traditional retirement community. This new generation is looking for something unique and different, not the same old culture of golf, bingo and bridge in a fancy, new package.

At the headquarters of a Florida development company in Jacksonville, a creative team of industry professionals gathered to ask why. Why has the average at which people move to “retirement communities” continued to increase over the past three decades? Why is the most common reason for not considering a community, “We are just not ready yet?” – A question that would not be asked if considering a move to a golf community or condominium.

Grounded in the belief that choosing any community should be a positive and joyful experience regardless of age; the PRAXEIS LLC team asked, “If the essence of any community is its people and not its buildings, shouldn’t builders focus at least as much on the culture as they do the brick and mortar elements? They concluded that older adults were more likely to consider communities where members are involved in significant ways and their wisdom and life experience was valued.

This is not to imply that amenities were not important. PRAXEIS research indicated that maintenance-free living, quality health care services, social and educational programs were still important. Today’s consumers also desire a fitness program, creative arts, and sports activities such as tennis as well as the traditional golf. The missing ingredient was a non-institutional, member-driven culture that counters aging and “retirement” stereotypes. Simply stated, the goal was to create a community that did not feel like a retirement community. By carefully listening to future community members, a unique model took shape and the Life Fulfilling Community^® (LFC) was born.

The team working on the culture quickly realized that “retiring” negatively affects how some people feel about themselves. When a person leaves their job behind, they may lose a feeling of purpose and see “retirement” as a time of decline and loss. When older consumers hear the term “retirement community,” many think of an institution with many rules and regulations, further damaging one’s self-image. This image of life’s last stop is a major barrier to those considering “retirement” communities. To stand out from the traditional alternatives, creating a positive, empowered culture of active, involved members became the most important element of the new model.

To avoid creating unintentional negative perceptions, PRAXEIS avoids the use of words that sound institutional or might trigger negative mental images. Managers and operating team members are encouraged to use members instead of residents; residences or homes instead of units, beds, or apartments; and neighborhoods instead of facilities. These are just a few of the words included in the growing Life Fulfilling Community Vocabulary to help redefine community living for those over age 60. They avoid using words like senior, elderly, continuing care, or retirement community altogether. The test is simple “if a word, title or description sounds institutional, negative, or ageist” do not use it.

PRAXEIS found the LFC model to be most attractive to what one insight calls a Type-A consumer. The Type-A is a lifelong planner who plans to control decisions that affect them, both now and in the future, regardless of their health. The Type-A planner does not want a family member, attorney, or hospital discharge planner deciding where they are going to receive long-term healthcare if ever necessary. These planners are seeking the peace of mind that comes from knowing they are protecting both their future autonomy and assets, as well as pursuing an active, healthy lifestyle.

People often believe a better alternative is a plan to stay in their home regardless of what the future might hold. Yes, with a good long-term care insurance policy or sizeable assets, that is certainly an achievable goal. Unfortunately, many people discover that, when they need care, the challenge is finding trustworthy, dependable caregivers. With the wrong caregiver(s) and limited socialization and intellectual stimulation, a home can quickly become a comfortable prison.

To address the desire people have to control the decisions that affect them, the LFC model offers a Type-A Health Assurance GuaranteeSM. The Guarantee assures members that a private room will be available right on campus (their home) should they need assisted living, rehabilitation, memory support, or skilled nursing services. Whether there is a need for short-term recovery or a long-term stay, the LFC member is in control of where and who provides the care.

Now the best part – if healthcare services are necessary, members will be paying 60% less than market rates. This is possible by including pre-paid services into the initial membership fee, which can be up to 95% refundable. Depending on one’s circumstances, the amount of that pre-paid healthcare may even be deductible from Federal income taxes. For these reasons, planners consider the LFC Type-A Health Assurance Guarantee a win-win investment, as well as a great life decision.

At the first Life Fulfilling Community, The Glenridge in Sarasota, Florida, members eagerly embrace the new culture and give freely of their time and talent. The members appreciate that, according to research, a positive aging self-image and an active, well-rounded lifestyle increases the odds they will live an average of 7.5 years longer. Fostering a positive self-image and active lifestyle is the heart and soul of the Life Fulfilling Community model.

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