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Amenities Make the Difference
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Assisted
living has established itself. It's viewed as not only a viable option, but the
"option of choice" for many seniors who are beginning to need additional care.
With the increased number of senior-living communities, and the increased interest in
assisted living, more communities are beginning to offer special amenities for their
residents in an effort to improve occupancy rates and to retain market positions. The type
of ancillary products and services the industry is beginning to see include more than fine
dining facilities or designer decor. Peek at a catalog describing some of the communities
nationwide. Mom or Dad can now move into communities that offer golf, 24-hour snack bars,
movie theaters, ice-cream parlors, computer centers and much more. Crypton fabrics are elegant and practical. |
Assisted-living communities have been an attractive option because of their homelike qualities. Most living quarters, community areas and common grounds are residential in their presentation. The quality of the ancillary products that are needed to create simply the basics can affect the decision-making process of prospective residents. That's where a careful analysis of available marketplace products is important.
Choosing furniture for a community is important, but taking it a step further and determining the durability and quality of the furniture is critical. The special needs of assisted-living residents dictate fabric that is waterproof. Finding fabric that is waterproof but also especially fashionable and durable was a problem for a number of years, says Randy Rubin, principal of Hi-Tex Inc. "People in the healthcare industry had been buying fabric and vinylizing it for a long time. Eventually, that would crack and peel and become very ugly. My husband, Craig, began thinking about Depends diapers and realized there had to be a way to create fabric that could do basically the same thing," says Rubin. "Through a series of people and events, we created Crypton®. Eventually, all the furniture manufacturers flipped to Crypton® and we've created a way for the industry to have these beautiful fabrics, residential in feel but bulletproof for the resident." Why would you have a blue vinyl chair if you can choose a beautiful blue floral or a striped pattern? she asks.
 Champion Bus makes safe, long-lasting paratransit vehicles. |
Transportation can be critical for not only the safety of the residents, but their comfort as well. Champion Bus Inc. has been selling paratransit vehicles to many of the large assisted-living providers for years. Champion Bus Inc. offers motorcoaches that carry anywhere from five to 37 passengers. "Some of the key benefits of our paratransit vehicles include safety features," says Paul Allmacher, director of commercial sales for Champion Bus Inc. "Our product has an all-steel cage interstructure. This results in better crash protection. Also, we have an automotive environment and style to our production. We actually hired someone from Ford to help us develop quality programs, and we are ISO 9001 certified. This can be a determining factor for the buyer."
Review the basics all over again. Check out the washers and dryers in your community, the computer software programs, the medication-management systems, even the signage in your community. Are your basic ancillary products cost-effective and durable? Are they also something you would be willing to show a prospective resident and their adult children? Making sure that you have the best basics can be enough to improve your image and position, and ultimately affect what is being said about your community in the surrounding target markets you hope to reach.
Beauty Salons Are Big Business
Most, but not all, assisted-living communities offer beauty-salon services.
"Being in this business is self-rewarding. We're in the business of making people feel better about themselves," says Marvin Weinstein, president and owner of Health Care Hair Services. "We really do increase someone's self-esteem and try to make it a pleasurable experience." Weinstein's company contracts with assisted-living communities, including numerous Sunrise and Marriott facilities, to provide quality beautician services that benefit the assisted-living community financially, as well as Weinstein's company. "It's sort of like a joint venture, which I like because both parties have a vested interest in making the services successful. The greater the volume of customers, the more money the facility makes," he indicates. "We also make certain that the way we present our services meets the needs of the residents in communities, including the affordability. When all your decisions are based on what's best for the resident, in the long run, you'll be successful."
Barb Klawitter has focused on the quality of beauty-salon products, as well as services. She has worked in healthcare facilities for 24 years and owns eight salons in the Minneapolis-St. Paul area. Klawitter is president of B.J. Industries, the company that created the elevating shampoo bowl. "It raises or lowers twelve inches, so if you have people in a wheelchair it will come up to their neck height," she explains. It reduces the chance for neck injuries and other complications, particularly stroke. "Our product line is also getting wider. We have elevating kitchen sinks, bathroom sinks and now drinking fountains. Our company uses hard telescoping plumbing on our units so they meet codes throughout the country."
Ensuring affordable, safe and timely beauty services in assisted-living communities is very important. There is a higher population of women in assisted-living communities, and, typically, their mobility and level of activities create a desire for flexible, high-quality alternatives in beauty- salon services.
Specialty Products/Services Open More Doors
 Popcorn machines provide fun for residents and grandchildren. This model is available through Bass Industries. |
Unique activity offerings are also great market strategies for assisted-living communities. 3030 Park, a CCRC in Bridgeport, Conn., provides diverse activities such as art, music, theater, lectures and cultural performances for its assisted-living residents. The community has continual outings for residents to New York City. It also provides visits to local museums and parks, community holiday parties and dances, a summer concert series, knitting gatherings, writing workshops, bingo and bridge games and Thursday-night movies. Additionally, residents are treated to an ongoing series of health-education programs.
The Peaks, in Flagstaff, Ariz., is another unusual, but delightful community.
"Our campus is unlike any other in the country because we're the only one partnered with a museum," boasts Amy Fish, executive director. The Peaks is an intergenerational senior living, learning and wellness community located on the 300-acre campus of the Museum of Northern Arizona. The community also has an informal arrangement with Northern Arizona University to hold classes at the Peaks. "Our mission on our campus is lifelong learning with a holistic wellness philosophy," adds Fish. The Peaks has an art studio, computer center, library, on-site bank, nature walking trails and ice-cream parlor and deli. "The ice- cream parlor and deli is a huge hit, particularly with our residents' grandchildren. We have a popcorn popper in there and then the parlor opens up into our billiards room," says Fish. Not surprisingly, The Peaks, which opened in April, has a residency waiting list.
Even starting
with one special feature can be helpful. For instance, the addition of an indoor aviary
can have tremendous appeal. "Our goal is to build beautiful, furniture-quality indoor
bird aviaries that not only contain the mess, but are also easy to maintain," says
Vicki Olson, owner of Birds in Glass Houses. Olson's company offers enclosed aviaries that
allow residents who are either standing or sitting to enjoy watching colorful birds at
play. It can be peaceful and a source of conversation and socializing for the residents.
Moira Reinhardt, the executive director of J.L. West Presbyterian Special Care Center in
Forth Worth, Texas, says that residents, their families and other visitors enjoy seeing
and hearing the birds. "As a long-term-care facility for persons with Alzheimer's
disease and related disorders, we are constantly looking for ways to enhance our
residents' lives," she adds.
Going the Extra Mile
 "Birds in Glass Houses" are entertaining to residents. |
The potpourri of ancillary products and services is endless. Decisions as to what is appropriate for assisted-living communities will be as individualized as the communities themselves. Most of the time, budget will dictate what assisted-living operators decide to add to the "menu" of offerings. If the money is available, there are even more interesting amenities to add, such as movie theaters. Across the country, apartment complexes and other similar living facilities have been turning what used to be referred to as social rooms and clubhouses into 30- and 40-seat entertainment centers. Many assisted-living communities are jumping on the movie-theater bandwagon as well.
Bass Industries is a leader in movie-theater supplies. Having started with signage for professional theaters, Bass Industries expanded to offer home- theater products, such as seating, popcorn machines, theatrically-themed furniture and more. Bass Industries has clients in Japan, Europe and South America. "We have been contacted by assisted-living developers," says Robert Baron, president and owner of the company. "Houston Concierge Care and the Hanover Company both came to us. It's an indication of a trend. We just joined ALFA, so we're beginning to learn a lot about assisted-living needs." Bass Industries is already familiar with codes and regulations for handicap needs.
The assisted-living community simply needs to install the home-theater system, or whatever type of broadcast equipment they desire and then Bass Industries creates the "aura" of professional theater. "Assisted-living residents have experienced cinema their entire lives," adds Baron, "so why should they stop having that privilege when they move into an assisted-living community?"
Companion
Radio offers a different sort of entertainment. When an assisted-living community signs on
with the company, it can receive four different radio stations, via satellite dish, that
offer formats ranging from classic radio theater to big-band music to gentle music for
dementia patients. "Once a community subscribes, they set up the dish and then they
can receive all four stations on any FM radio in the whole facility," explains Lori
McGovern, director of marketing for Companion Radio. "We have music for the residents
but we also have staff-training programs that run for a half hour on all four stations at
various times, so anyone on alternating shifts can take advantage of the
information." The staff-training material covers issues such as OSHA topics, safety
issues, ways to interact with Alzheimer's patients and more. Companion Radio has more than
360 subscribers, primarily in Central and Eastern time zones.
"The residents love Companion Radio because we've got such an extensive library of music and classic radio theater," says McGovern.
Finding the ancillary products and services that best suit your market and your community is prudent. Start with a review of what your basic offerings are and add from there. Quality of offerings will, in no small way, affect the quality of life for your residents.
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