“We put considerable thought and discernment into this decision,” Forefront Living CEO Tim Mallad said in a statement. “We believe it best serves our people, who rely on us for attentive care, enriching community culture and rewarding employment.”
The organization owns and operates Presbyterian Village North, a 66-acre continuing care retirement community with more than 480 independent living apartments as well as assisted living, memory care and skilled nursing residences. The Hawthorne, a multimillion-dollar expansion including 112 apartments, is scheduled to break ground next year.
The organization also provides hospice care through Faith Presbyterian Hospice and the T. Boone Pickens Hospice and Palliative Care Center, which opened in 2017 and sits on a nine-acre campus. It has 36 care suites, plus space for the organization’s home office.
“As a new generation of seniors and consumers continues to reshape our industry, it’s imperative we adapt to these changing attitudes and preferences with new options and approaches, including how we present ourselves,” Mallad said. “This new name takes the best of who we always have been and positions us to be distinctive, innovative and forward-thinking.”
Current names of communities and services will remain the same, and the organization expects to launch a new website before the end of the year.
As part of the new brand, the organization also is introducing an updated mission and values that reflect its faith-based heritage, he said.