Splendido Parent Organization Leads Industry Initiative to Rename 'Continuing Care' Category

Jan 07, 2016, 15:15 ET from Splendido

TUCSON, Ariz., Jan. 7, 2016 /PRNewswire-USNewswire/ -- For years, Mather LifeWays, one of the parent organizations of local Continuing Care Retirement Community, Splendido, has been a strong proponent of the importance of language when it comes to older adults and retirement living.

Together with LeadingAge, an association of not-for-profit aging services providers, Illinois-based Mather LifeWays recently helped lead an initiative in partnership with other industry research and marketing professionals called Project NameStorm, with an objective to change the "Continuing Care Retirement Community" moniker.

The culmination of the two-year project will change what consumers call the place where they, or their parents, may retire -- recommending that owners and operators of Continuing Care Retirement Communities (CCRCs) now use the name "Life Plan Community."  The name change was announced at the recent LeadingAge Annual Meeting and EXPO in Boston.

"'Life Plan Community' is more memorable for consumers, and speaks to the idea that living and planning are central influences to the next generation of older adults," said Mary Leary, President and CEO of Mather LifeWays. "'Life' speaks to growth and new experiences, and this name change reflects that shift in attitude."

The comprehensive data, research, and analysis included input from individuals who have inquired about CCRCs, residents of CCRCs, operators of CCRCs, aging services professionals and the general population. Input included more than 4,000 survey responses, plus focus groups in multiple markets. Legal evaluations and recommendations from trademark attorneys and branding professionals also informed the final recommendation.

"Only the category name will be different. Services and amenities at Life Plan Communities like ours have not changed. Splendido will continue to offer residents the freedom of knowing they've planned ahead, and will have access to levels of care if ever needed," said Tom Rios, Experience Director of Splendido. "We look forward to using the new terminology, which fits the evolving lifestyle priorities of today's older adults."

Nearly 2,000 U.S. continuing care retirement communities (CCRCs) currently use the existing terminology, and it is hoped that the new user-friendly name will mean quick adoption. LeadingAge says that soon there will be an initiative regarding usage of the name in state regulations, financial markets, rating agencies, and by institutional investors.

Splendido is a joint venture of Mather LifeWays, a non-denominational, not-for-profit organization headquartered in Evanston, Ill., that creates Ways to Age Well for older adults, and the Plaza Companies, an Arizona-based leader in senior living communities and health care facilities. Splendido offers all-inclusive living for adults 55 years and better through the 10,000-square-foot Saluté Spa & Fitness Center, indoor and outdoor swimming pools, 24-hour concierge service, multiple restaurants and lounges, an 18-hole putting course and cinema. To learn more about Splendido, call 878.2612 or visit www.splendidotucson.com.


SOURCE Splendido