Page 10AA —
COLORADO REAL ESTATE JOURNAL
— November 4-November 17, 2015
Senior Housing & Care
Jason Atwell
We have observed all of the new
entrants into the market, but have
not seen an adverse impact to our
business
plan expec-
tations.
Douglas
County
has been
named one
of the top
10, fastest-
growing
senior pop-
ulations in
the nation.
Wind
Crest, our
Erickson
Living
Community in Highlands Ranch,
just recently released 203 indepen-
dent living units into the market
and has only 10 remaining. Another
building of 99 additional IL units
is scheduled to open in early 2017.
With the addition of this building,
our community will have 882 IL
units. Our continuing-care build-
ing, 144 private suites, is nearly full
with very little availability in assist-
ed living and memory care.
We anticipate continued, steady
growth over the next several years
and will continue to build more
IL units as the demand continues.
We have increased our absorption
expectations based upon studying
the market and by observing the
demand that we have experienced
and upon what we anticipate will
continue. We have not changed our
marketing and sales strategies other
than to share the message of our
scarcity of units and we consistently
urge our prospects not to wait, but
to move now while they can enjoy
the lifestyle that our community
provides.
It is my firm belief that seniors
who move into communities enjoy
a lifestyle better than those who
remain in their houses and that
there are enough seniors to fill ours
and many, many of the communities
in our market.
Shannon Ingram
At Anthem Memory Care, we
welcome the arrival of more quality
senior care options in Denver. With
Alzheimer’s and other dementias
expected to increase by 40 percent
in Colorado
in the com-
ing decade,
everyone
concerned
about
this issue
must work
together
to ensure
those
affected
and their
families
have the
services
and sup-
port they
need to
meet this
extraordinary challenge.
The growth of other providers
in the market has not affected our
business and we do not expect that
it will. At the beginning of 2015, we
began building a more structured
sales and marketing function, but
this move was a planned step that
is part of our growth rather than a
response to market conditions. We
did make some small adjustments
to our expectations in Denver this
year, but we have exceeded those
goals.
As to the reason for our success:
From our organization’s inception,
we have stayed true to our mission
of going beyond simply providing
daily care services and security to
those with memory-impairing dis-
eases. In also offering them under-
standing and significance through
purposeful daily living, we provide
the fulfillment, pleasure and trans-
formed life that come from knowing
they matter.
Lorna Lee
With 10,000 baby boomers retir-
ing every day, the senior-living
industry has predictably responded
with a spike in new development
over the past few years. Consumers
are the clear beneficiaries, having
that many more and varied options
from which to choose. Meanwhile,
operators are left with the challeng-
ing consequence of slower fill rates.
In such a consumer’s market, the
onus on operators is to identify and
present their unique differentiator
to the public, to present it with con-
sistency, across all touch points of
brand. Sales and marketing messag-
es, spanning the gamut of channels,
must communicate with conviction
not only the mission of a company,
but also the culture that mission
inspires. Strategic campaigns should
pivot around a highly localized mes-
sage, sensitive to and reflective of
the market’s unique voice.
By this, and with a clear action
plan, sales teams can hit the pre-
open benchmarks that predicate fill-
up goals. A
refreshing
change in
sales meth-
odology is
to replace
the myo-
pic goal
of simply
amassing
leads with
that of
investing
the time to
build real
relation-
ships with
a much
Shannon Ingram
Vice president, sales
and marketing, Anthem
Memory Care
Lorna Lee
Vice president, marketing and
communications, MorningStar
Senior Living
Jason Atwell
Senior director of sales,
Erickson Living
With so much
new develop-
ment since 2012
and so much
more in the
pipeline, we are
already starting
to see leasing
and occupancy
challenges in
some areas. We
wanted to hear
the perspective
of a select group
of experienced
marketing executives. I appreci-
ate their perspectives and note
that these four participants are
confident that their communities
will continue to stand out with
consumers.
MODERATOR:
Elisabeth
Borden
Principal
The Highland
Group Inc.
by Jennifer Hayes
A boutique retirement com-
munity is taking shape in Cen-
tennial.
Longtime development and
management companies Urban
Inc. and Esprit Homes, led by
Steve Shraiberg and Alfred
Blum, are heading up the Cherry
Hills Assisted Living and Mem-
ory Care community, which will
specialize in assisted living as
well as memory care for resi-
dents living with cognitive dis-
abilities and feature state-of-the-
art services and amenities.
Located at 6325 S. Universi-
ty Blvd., adjacent to Goodson
Recreation Center, the Highline
Canal and deKoevend Park,
Cherry Hills Assisted Living
and Memory Care Community
will feature 85 units comprising
contemporary studio, one- and
two-bedroom apartments rang-
ing from 424 to 1,017 square feet.
Units will include “beauti-
ful” finishes, features, premium
heating and air conditioning
and personalized care options
tailored to each senior’s individ-
ual needs. As well, staff will be
on site 24 hours a day, advanced
optional resident-centered tech-
nology services will be available
to every resident and a full-time
licensed nurse will be available
on site.
Cherry Hills Assisted Living
and Memory Care will feature a
bistro, luxurious spa and salon,
high-tech theater, daily laun-
dry services and housekeep-
ing, transportation, community
gardens and trails, private stor-
age, free cable, direct access to
Goodson Recreation Center and
deKoevend Park, ample park-
ing, an open, two-story atrium
in the lobby and social areas,
expansive views of the sur-
rounding park and nearby shop-
ping and restaurants.
The community also will offer
daily activities, including exer-
cise classes, educational classes,
gardening, movie nights and
theme nights. The full-service
dining room offers breakfast,
lunch and dinner menu items
created by the in-house execu-
tive chef and staff.
Cherry Hills Assisted Living
partnered with Lantz-Boggio
Architects for the project, slated
for completion in early fall 2016.
Bryan Construction is the con-
tractor.
“We are thrilled to announce
the official groundbreaking of
CHAL for seniors and their fam-
ilies looking for a boutique and
modern community offering the
highest quality in services and
amenities,” said Greg Wrench,
principal/developer at CHAL
and Urban Inc./Esprit Homes,
which not only is developing the
property but also are the owners
and operators. “With our incred-
ible location and surroundings
as well as high-end services and
care, this community is sure to
provide a compelling option for
local and national seniors and
families alike.”
“CHAL is a project born out
of the need for superior assisted
living and memory care options,
with the added benefit of being
located within deKoevend Park
and adjacent to the communities
of Centennial, Cherry Hills and
Greenwood Village,” said Chris
Hines, principal/developer at
CHAL and Urban Inc./Esprit
Homes. “With grocery stores
like Whole Foods and Trader
Joe's located nearby, as well as
restaurants, shopping and walk-
ing trails, we know our residents
and their families will love the
location and community.”
Other News
n
Choice Capital Partners
picked up an Aurora parcel,
where it’s planning an assisted-
living facility.
The Omaha, Nebraska-based
company paid $1.4 million for
the 9.1-acre site at the northwest
corner of South Addison Court,
where it will reportedly build a
two-phased development of up
to 100 units.
The
National Cattlemen’s
Beef Association
sold the land,
where it once planned to con-
struct its corporate offices.
The land was under contract
for 15 months as Choice Capital
Partners worked through the re-
entitlement process due to the
land being zoned for commer-
cial office, noted
Brendan Fisher
of
Cresa,
who, with Cresa’s
Gar-
rett Johnson,
represented the
seller.
Chris Cowan
and
Julie
Rhoades
of
ARA Newmark
rep-
resented the buyer.
s
The Cherry Hills Assisted Living and Memory Care community will
include 85 units.
