Seattle-based Leisure Care is “evolving” in an effort to meet the needs of the next generation of retirees, the senior living provider’s partner and executive vice president of revenue strategies, Bre Grubbs, told the McKnight’s Business Daily.

“We use the term ‘evolution’ because ‘rebranding’ makes it seem like we really changed who we are,” Grubbs said. “We didn’t change the name. We didn’t change the core of what we provide or how we deliver service to our residents. The heart kind of stayed the same. The packaging is a little different.”

That “packaging,” according to the company, includes a new website that was launched earlier this month, plus enhanced programming mean to suit the growing number of baby boomers — those born between 1946 and 1964 — who are entering retirement. The new brand is meant to communicate joy, purpose and passion, noting on the new website: “Rather than sitting in a rocking chair, they want to keep rocking — and we’re helping them do just that.” 

Leisure Care offers independent living, assisted living and memory care in 19 states. Some of its communities have been around for almost half a century, said Grubbs, who has been with the company for 18 years.

“The reality is, the baby boomer generation is so much more diverse in their thinking in every single way, and so we have to be able to adapt to that, and we’re seeing it even in the pre-baby boomer older adults who are moving into our communities now,” Grubbs said.

“We’re not serving the baby boomers yet, so we have not taken our eye off the fact that most people we serve are in their 80s, a fair number of people in their 100,” she added. “But that doesn’t mean they deserve any less than what we’re planning for the baby boomers who were louder about expecting it.”

From community to community, the new offerings vary, but they all include these key components:

  • Physical:  An individualized approach to strength, mobility and balance, partnered with focused nutrition and therapies. 
  • Mental: A mentally supportive and stimulating lifestyle with personalized programs to keep each resident sharp and focused. 
  • Emotional: Opportunities to create art and experience culture. 
  • Social: Dynamic activity calendars, resident-run clubs and travel experiences. 
  • Communal: Opportunities to make meaningful contributions to their local community.

“Leisure Care has always seen things differently, staying abreast of the needs and wants of each generation, respecting seniors as adults and consistently offering hospitality driven care,” Chairman and CEO Dan Madsen said in a press release. “Today we serve a generation that is redefining what aging means. They have inspired programming that embraces healthy and meaningful living. They are our North Star.”

To reflect the evolution, Leisure Care brought in a new marketing team to roll out the website.

“People only come to our website if they’re interested or have a need or want for what we offer. And so it was really important to me and to our whole team that what was reflected on the website is what you would experience in our communities,” Grubbs said. “So there’s that connectivity between what you see, what you feel when you hear and and mostly, how it feels to experience the website and how it feels to experience a Leisure Care community.”