Indianapolis-based Golden LivingCenters announced Tuesday a major rebranding as Brickyard Healthcare. The operator, originally founded in 1963, currently has 23 locations throughout the Hoosier State.
The rebranding, according to the company, is meant to reflect the company’s evolution from a large family of skilled nursing facilities operating in many states to a regional family of healthcare providers rooted in the Midwest. The new name, Brickyard Healthcare, was chosen to reflect the provider’s ties to Indianapolis and the state.
“Brickyard” is the historic nickname for the Indianapolis Motor Speedway, dating back more than a century. Originally the speedway was paved crushed rock and tar, but that proved too dangerous; five people died racing. In a span of 63 days in fall 1909, 3.2 million paving bricks, each weighing 9.5 pounds, were laid on top of the original surface of crushed rock and tar to upgrade the speedway. Overtime, asphalt was laid atop the bricks, but a 36-inch strip of the original bricks was kept intact in homage to the speedway’s history.
“There’s a lot of Hoosier pride in our state, and we wanted our new name to reflect how connected and rooted our staff and residents are to Indiana,” Brickyard Healthcare President and CEO Wesley Rogers told the McKnight’s Business Daily.
Golden LivingCenters, Rogers said, started cultivating the idea for a new brand before the pandemic, “and our experiences caring for people through the pandemic helped us really define ourselves and come to better understand our mission and vision moving forward.”
“Brickyard” is the result of five to seven years of learning, he said, and the renaming comes with an entirely new philosophy and position of a fairly recent giant in the long-term care industry.
“Brickyard Healthcare was developed in the spirit of what it means to cultivate and carry out a commitment to caring for our community. We believe our role as a provider goes beyond delivering health and safety to our residents,” Rogers said. “It is about connecting with each other and delivering care that is centered around our community and what our community needs. To us, our community is our leaders, frontline staff, support staff, patients and residents, their families and the wider community at large.”
The new name, Rogers said, is “more personal and community-focused, because that approach supports our culture, which is about connecting the hearts of those who need our care and those who provide it, which is our amazing staff.”
