For more than 35 years, communities such as Casa de las Campanas have been known as Continuing Care Retirement Communities (CCRC).
This designation speaks to the ongoing levels of living options – from independent living and assisted living to skilled nursing and memory care – where residents may start out in independent living and transition through the continuum, should the need arise.
But in recent years, growth in CCRCs has slowed. It’s become clear a new name is needed to better engage the huge influx of Baby Boomers beginning to enter the market.
In general, Boomers are an active generation, focused on a retirement with endless opportunities to grow and explore. While CCRCs offer a bevy of amenities, services and activities to residents, the name creates the perception that we cater only to those who need care.
Anyone who’s spent time with us knows this just isn’t accurate. Retirement doesn’t end at Casa – it begins.
This is why we’re moving from a CCRC to a Life Plan Community.
The selection of this new name follows an extensive two-year research process, led by LeadingAge and Mather LifeWays, two leaders in the field of senior living. Following surveys with residents, prospects, staff and family members at more than 100 communities, and focus groups in cities nationwide, Life Plan Community emerged as the best replacement for CCRC.
The new designation better resonates with Boomers, and we’re excited to join dozens of other Life Plan Communities coast to coast.
An inevitable question that comes with this transition is, “How does this impact the types and quality of service I can expect at Casa?”
The answer is simple – it doesn’t. This will be a seamless transition, with nothing changing in terms of our service or commitment to providing the best possible retirement experience.
We want older adults to realize what an incredible partner we can be on the path to reaching their retirement dreams, and this new designation will help do just that.