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Frasier Meadows Retirement Community, a LeadingAge member in Boulder, CO, welcomed a new resident in June 2012. Cheryl Slavinsky’s visit to the continuing care retirement community (CCRC) lasted only 30 days. But, by all accounts, it was a busy month filled with such activities as:
If you’ve guessed that Slavinsky isn’t a CCRC resident, you’d be right. She’s actually a researcher from Harrisburg, PA, who became a member of the Frasier Meadows community so its residents could help her gain a better understanding of the mature market. Slavinsky works for a firm called Varsity Branding, which specializes in marketing to older consumers.
“I applaud your sense of ‘community,’” wrote Slavinsky in her last blog posting from Frasier Meadows on July 17. “We chose this location…because it is indeed a progressive CCRC from which others can learn. The residents, staff and management provided some important observations on how retirement living has changed, on what’s on the horizon, and advice for how other CCRCs can improve their operations and services.”
Slavinsky’s month-long study of Frasier Meadows residents was not Varsity Branding’s first trip into the world of senior living. Five years ago, Varsity researchers spent 30 days living with residents of Garden Spot Village, a LeadingAge member in New Holland, PA.
That first study, dubbed “Project Looking Glass I,” yielded 3 white papers about the mature market:
Varsity expects that it will be ready to share the findings from Project Looking Glass II by the end of 2012. Those findings will reveal how wellness, technology, finance and health care have affected and shaped the lives of today's older adults.
Varsity will also weigh in on whether it thinks marketers are ready for the coming changes.
“The goal will be to provide actionable insights to decision makers in the retirement living, health care, technology and consumer goods industries,” wrote Shane Swisher, Varsity’s senior public relations strategist, in a recent issue of McKnight’s Long-Term Care News.