CALA News & Views | Issue 53 | CALA at 30

Market Expansion One of the most significant shifts has been the entrance of new providers and many have affiliated, merged or evolved over time. The main reason is to achieve operational efficiency and keep the communities current with amenities to be competitive. For Sheri Peifer, president and CEO of Eskaton , the trend mirrors a broader shift in values. “There’s more emphasis on lifestyle than ever before,” she said. “Today’s residents want gyms, pools, spas and a wellness-oriented environment.” Smith agreed that wellness is now central. “We’ve always focused on lifestyle, but with the baby boomers entering this space, it’s evolving further. We’re constantly adapting the experience to reflect what today’s resident wants.” This lifestyle-forward focus has led many organizations to rebrand CCRCs as “Life Plan Communities,” emphasizing engagement, independence and holistic wellbeing. Innovating Dementia Care The scope of services has also expanded in meaningful ways – particularly in dementia care. “There’s been a noticeable move away from skilled nursing on campus,” Gordon said. “Communities have found other ways to support residents’ health – especially those living with cognitive conditions. The range of what can be managed in less institutional settings has expanded significantly.” “The addition of Memory Care as its own level of care – to specialize in with programming – is new to CCRCs that were built 30-plus years ago,” Peifer said. Darolyn Jorgensen-Kares, president and CEO of Continuing Life , said many communities have reconfigured space or programming to meet this growing need. “The ability to deliver specialized memory support in a thoughtfully designed environment is now a core expectation,” she said. Smith added, “We’re seeing a more personalized approach to memory care. Residents and their families want thoughtful environments, consistent staffing and programs that promote dignity and connection.” Dining, Amenities and Expectations Have Skyrocketed Today’s residents are arriving with a fresh set of expectations – and communities are meeting the moment. “Communities today are adding not just fitness centers, but also spas, salons, pickleball courts, personal training and holistic health services like acupuncture and massage,” Jorgensen-Kares said. Dining experiences are also being reimagined. “We’ve seen menus shift to reflect modern tastes – fast casual options, curated small plates and flexible dining times,” said Smith, noting Vi’s long-standing partnership with the Culinary Institute of America to keep their offerings fresh and relevant.

Peifer emphasized the new outlook. “It’s not just about comfort anymore – it’s about successful aging. Staying well in mind, body and spirit is the new standard.” Residents as Partners, Not Just Participants Resident engagement has reached new levels of collaboration. “They really want to take an active role in both what’s available at the community and how it’s delivered,” Jorgensen-Kares said. “Committees have always been important, but now we see more resident-led initiatives,” Smith said. “It’s a true partnership. We listen and respond to their ideas, and that keeps the community vibrant.” Peifer agreed. “Our resident councils are not just symbolic – they’re instrumental in shaping programs, services and community culture.” Tech, Transparency and the Next Generation Digital expectations are also rising, and communities are embracing technology to enhance connection and convenience. “The demand for streaming and to have your technology infrastructure up to speed is really important for new prospective residents,” Jorgensen-Kares said. At Vi, Smith shared that every community now has a “tech concierge” to help residents with devices and digital tools. “Residents today are more tech-savvy. They want digital convenience, but they also want a human touch when they need help.” Peifer noted that trust and transparency are equally essential. “Residents want to understand how decisions are made, and they value being part of organizations that invest in long-term excellence.” Continuing with a Fresh Vision Even as CCRCs grow and adapt, their foundational purpose remains clear. “The resident that moves into a CCRC, they’re planners by nature,” Peifer said. “They want to have better-than-average healthcare available to them.” “People are entering communities later – typically in their late 70s or early 80s – and staying longer,” Gordon said. “The model has changed but the promise remains the same – security, dignity and the ability to age on your own terms. With the level of demand we have, I think we’ll continue to see expansion and innovation across the board.” Smith reflected on what makes this moment in time especially exciting. “The front edge of the baby boomers is just now turning 79, and their influence will shape the next 20 years. We’re not standing still – we’re evolving to meet the next generation where they are, and where they want to go.”

As CCRCs continue to evolve, their enduring mission is clear: to offer not just a place to live, but a place to thrive. g

CALA NEWS & VIEWS I ISSUE 53 | AUGUST 2025 20