The VALUE in Combined Activity & Marketing Events

By: Art Carr

A hallmark of my considerable success in directing fill-ups of new senior living properties and turn-arounds of under-performing communities has been a focus on enhanced resident lifestyles as the foundation for effective marketing campaigns.  Energizing and elevating the level of activity programming makes meaningful interaction between prospects and current residents possible.

 

This contrasts with traditional industry marketing principles that emphasize large socially-oriented events.  Under the WOW theory, an over-whelming impression is made on the prospective residents (and/or their adult children) once they are persuaded to get through the doors.  With the money invested by ownership in upscale furnishings, etc., this has been somewhat and sometimes effective in helping evolve the “rest home” perception for many of the “Greatest Generation”.

 

This type of social event often revolves around FOOD and maybe some entertainment, but is effectively passive in nature, with the prospects more of a spectator than a participant.  Conversely, a combined Progressive Retirement Lifestyles (“PRL”) Activity and Marketing Event is designed to engage the visitors and integrate them into on-going daily activities of the senior living community.  This establishes an important level of normalcy to the process, encourages the formation of relationships with current residents and staff and minimizes barriers to the move-in process.  We have also found this to be somewhat more appealing to the newer, more demanding generations of prospects than the older “Greatest Generation”.[i]

 

To illustrate the difference between these concepts, two examples of marketing events are described below:  a) traditional Dessert Extravaganza and b) a combined marketing and activity program such as the “Older Adults Mind, Body & Spirit Olympics”.  You decide which approach stimulates the greater likelihood of a move-in.

 

Dessert Extravaganza

This type of event is organized under the “shotgun” approach” with the expectation that enough invitations mailed out to prospects (regardless of their defined interests, etc.) will lead to enough attendance with enough prospects being “WOWED” to lead to move-ins.  Therefore, invitations are typically issued to everyone on the prospect list.  A substantial number of guests (25 or more) are expected to gather for a special 2 o’clock Saturday afternoon affair.

Dessert Extravaganza

This type of event requires a fair amount of time and money for planning and preparation (or purchase) of a variety of baked goods, confectionary treats and other “finger foods” such as petit fours, tarts, cookies, mini-cheesecakes, eclairs, cupcakes, macarons and other pastries.  It does give the Community an opportunity to showcase their “Executive Chef”, especially if s/he has talents as a baker.

 

Each visitor registers (to qualify for door prizes – as well as for follow-up) and is encouraged to “take a tour” on a standard tour route and to view a decorated model apartment.  Afterwards, they partake of the dessert buffet and then sit and (maybe) listen to a pianist or keyboard singer for a couple of hours.  After that, the guests leave and the residents are served their dinner for the day.

 

Does this scenario sound very familiar to events you’ve sponsored or attended?

 

Of course, the $64,000 Question at this type of event is when a guest meets a current resident and says “This was really nice; how often do you have this type of dessert event?”  Typically, the answer is something like “whenever the census gets too low and the marketing department is willing to pay for another party!”

 

The point is that this is perceived as a special event for new prospects and not something that is designed to benefit / improve the lifestyle of the current residents.

 

 

 

 

Older Adult Mind, Body & Spirit Olympics

The PRL Olympics and similar campaigns combine exOlder Adult Olympicsisting activity programs with new initiatives to boost the quantity and quality of activities and resident lifestyles.  Prospects are encouraged to come in, join a TEAM and participate in events with 3 – 4 current residents.

 

This gives immediate satisfaction of their needs for socialization while the opportunity to compete promotes a sense of accomplishment and ego satisfaction.[ii]

 

Our plan is to acquaint prospective residents with rewarding and meaningful daily activities that they can expect to continue on a routine basis after they move-in.  We strive to promote their level of independence while introducing them to new experiences and lifelong learning opportunities.

 

These are actually provided during the event(s) – not just “promised” for some time in the future.

 

PRL takes a holistic approach to our combined activity / marketing events by challenging the participants’ mind and body while improving their spirits through socialization and fostering of new relationships with other prospects and current residents.  This also induces a certain degree of peer pressure that is beneficial in encouraging the prospect to move in.

 

Consider the following PARTICIPATION by a prospect over a several day event:

 

Day 1 – Morning

  • The prospect (“Mary Jones”) arrives and registers. She is greeted by Sally, John and Mabel from the Community.  Along with one more prospect or resident, this will make up an Olympic TEAM.
  • The TEAM will find a seat and be asked to complete a 10-Question Quiz about Brazil and the Summer Olympics. The answer booklets serve as the registration for prizes for correct answers and door prizes.
  • The Opening Ceremony will include an overview of the games with basic rules and a LifeLong Learning Seminar re. Rio de Janiero, Brazil and the Olympics.
  • Next, the TEAM will participate in a seated Beachball Volleyball Tournament.
  • Mary will have lunch with her teammates.

 

She can take a tour whenever she has down time between events – at her convenience!

 

Day 1 – Afternoon

  • Mary will be taught how to win at Sudoku and her team will play Tournament Sudoku utilizing the special PRL Magnetic Board.
  • Next, the Team will participate in the seated basketball H-O-R-S-E contest.
  • Finally, Mary and her Team will join in the special Steeplechase Horse Racing challenge before dinner.

Steeplechase -a

Day 2 – Morning

  • Each member of the Olympic TEAM will complete in the events of the Older Adults Pentathlon:
    • Bicycle: How long will it take to pedal a mile on a stationary recumbent bike or Nu-Step machine?
    • Then “Power-walk” a course through the building’s corridors.
    • Target Shooting: Use a Nerf Gun to shoot 5 targets.
    • Balance Beam & Agility Drill: Staying on the ground (unlike the Women’s Gymnastics), they will walk the “balance beam” and navigate an agility course between orange cones.
    • Big Board Scrabble: Mary will challenge her vocabulary skills in the TEAM Scrabble tournament.

 

Day 2 – Afternoon

  • Olympic Golf will be the focus after lunch. Mary will compete on a 9-hole course that is comprised of part Wii Golf holes and part different putting games.
  • Then she will be taught (if necessary) how to use a computer mouse to compete in solving jigsaw puzzles on a timed basis.

 

Day 3 – Morning

  • “Track & Field” Events will be held outside in the early morning before it becomes too hot:
    • Discus: A Frisbee is used to sail for distance to emulate this event.
    • Shot Put: A softball will be “put” from a seated position with maximum distance measured.
  • The last TEAM events for Mary will be the simulated “100M Dash” and the “5x100M Relay”. These are set up similar to the horse racing game with movements and winners determined by roll of the dice.

 

Day 3 – Afternoon

  • Award Certificates will be presented in a ceremony during lunch.
  • Afterwards, guests are invited for a “formal” tour of the Community.

 

Whether the event is held for 1 day or 3 days (as in this example), the prospects will begin a process of integration into the daily living of the Community that should soften the “transition trauma” of a future move-in.  The visitors will have received a casual tour of the Community as they participated in various events in different Winner - Lady w Trophyparts of the building.  They will have built new relationships with their future neighbors, enjoyed several meals similar to what they can expect in the future, have learned new skills and information and had FUN with an enjoyable and positive experience.

 

Most importantly, the event has gone a long way towards dispelling fears about living in a senior living community.  The prospect is given insight into the interactive lifestyle that allows them to continue to maintain their independence and dignity as they LIVE in their new prospective home.

 

We believe this will encourage positive feedback and receptivity to follow-up by the sales & marketing staff.

 

If you would like to learn more about how you can implement the innovative and contemporary “Older Adults Mind, Body & Spirit Olympics” for your senior living community, please contact Art Carr directly at art@progressiveretirement.com or 615-414-5217.

 

[i] The Greatest Generation has been the predominant driving force in the evolution of senior care / living facilities from skilled nursing to independent retirement centers over the past 30 – 40 years.  As the World War II era population dies away, smart operators must evolve their methods to remain relevant to newer generations.

[ii] According to Maslow’s Hierarchy of Needs, people of all ages will continually seek satisfaction of these higher level needs.

Even ALL STARS Make Outs 60% of the Time

Baseball can teach lessons to our Senior Living Marketing & Sales Teams- as well as Management and Ownership.  As this picture depicts, the Greatest Hitters in the history of baseball made outs more often than they got hits.MLB All Star Hitters 2

They became All-Stars because they kept trying, learned from every “at bat” and then used that knowledge to get better the next time.

 

Top 10 Lessons We Can Apply to Senior Living

 

  1. Realistic Expectations. Management & Owners should NOT expect every person who walks through the door to become an immediate move-in.  “Move-ins are a Process, not an Event”[i] and, generally, the sales & marketing staff must build a relationship with the prospective resident and/or their family before the move-in will occur.

 

  1. Positive Attitude. Just as the Batter must go to the plate anticipating that they will hit the ball, the sales staff must be prepared to “close” every encounter with a prospect and capitalize on every opportunity to connect with them.  A batter will surely go into a slump if they lose faith in their ability to hit the ball!  The same is true for the salesperson who loses confidence in their product or their ability to relate to the customer.

 

  1. Everyone is Not Equal. Managers set the line-up to give their best hitters the best opportunity to make meaningful hits that give the TEAM the best chance to win the game.  Successful Senior Living Management understands the difference between anyone[ii] being able to show someone around the community and a professional tour conducted by a Super-Star.  They make sure that all “tour guides” are properly trained and have the personality and tools to effectively “close” a move-in.

 

  1. Multiple Chances to get a hit During the Game. A tour should be viewed as parallel to the 9-inning baseball game in which the starting players get at least 3 chances to hit.  The sales staff should develop multiple opportunities to “close” during a tour, and not simply wait until the 9th inning (i.e. the end of the tour) to try and score.

 

  1. Take What They Give You! Great hitters can’t always wait for the perfect pitch and the perfect pitch count[iii] before they swing at the ball.  They are opportunistic and prepared to swing when they get a pitch “right down the middle of the plate”.  The sales staff should do the same when conducting a tour and learn to STOP the tour and sales spiel; sit down and move to closing when the prospect provides them the right cues that they are ready.

 

  1. Numbers Game. No one is going to get a hit every time they go to bat or successfully close every time they interact with a prospect. Success does depend on NUMBERS → the more “at-bats” for the baseball player and the number of leads / prospects and interactions with them by the Sales Team.

 

  1. Sometimes a Walk is as Good as a Hit! In baseball, the key is to get runners on base, so even if the All Star walked instead of getting a hit, he has contributed to the Team’s ability to win. AND, the batter frequently had to work just as hard to get the walk.  In senior living, the comparable might be a person asking for a tour who states up front that “I’m just looking” – possibly for another family member.  The sales person should put just as much effort into providing a first-class tour because it may lead to the next “at bat” when the prospect returns and/or makes a referral to others.

 

  1. Short Memory. Ballplayers state that you must have a short memory to be successful.  Whether they hit a home run or struck out in their previous at-bat, they must forget it the next time they come to the plate.  Worrying about the last time (or even what they did in the field) doesn’t allow them to “keep their mind in the game” and focus on the current situation.  The same rule applies to senior living sales, where the sales staff will generally have multiple contacts (in person [e.g. tours], phone calls, social media, etc.) with different prospects during the day.  They must focus on each of those interactions as they occur, regardless of what happened with the previous contact, if they wish to have the greatest chance of success with each prospect.

 

  1. Practice and Preparation. All Stars have natural talent but success over their career is predicated on hours of preparation and practice.  They study the opposing team and individual pitcher’s preferences and tendencies to increase their chance of being prepared for the pitches that are thrown to them in different situations.  Then they practice their stance, swing, etc. until the repetition allows it to become “second-nature”.  The sales staff should follow the same concepts:
  • Prepare for every scheduled encounter with a prospect or family.
  • Review notes from prior interactions and determine “hot buttons”.
  • Know which apartments you plan to show during a tour[iv], plan the route to those units and preview the route / apartment to insure no surprises during the tour.
  • Learn something about the prospect from every visit and record it to assist in future meetings.
  • Critique your “performance” and make notes for future improvements.[v]
  • Practice to get better.[vi]
  1. Takes a Team. No one baseball player willTEAM win a championship. No matter how good a hitter they are, they are only 1/9th of the Team at any point in time.  Without contributions from other team members, the All Star would have minimal chance of success.[vii]  Activities, housekeeping, food services, care services, maintenance, etc. all play a role in the presentation of the senior living community.  A move-in should generate a Celebration for this entire TEAM!

 

[i] See https://progressiveretirement.wordpress.com/2011/04/01/move-ins/ for a further discussion on this topic.

[ii] I once had an E.D. who insisted that every one of her care assistants could conduct a tour and that she didn’t need to spend the money for a designated “marketer” – even though the building was in declining occupancy with about a 50% census.

[iii] i.e. balls & strikes

[iv] These should be based upon the type of accommodation(s) that the prospect will likely prefer.

[v] This may seem like a contradiction with #3, but it is not really.  The critique should be done, noted and then move on to the next encounter – not dwelling on the past.  There is always room for improvement.

[vi]You may also want to refer to “15 Networking Techniques for Senior Living”: https://progressiveretirement.wordpress.com/2011/04/08/15-networking-techniques/

[vii] If nothing else, the opposition could simply walk them every time they came up and they would never even get a chance to hit!

C’mon Man … Where’s Waldo?

“Where’s Waldo” children’s books[i] ask kids to locate the red-and-white-striped Where's Waldo 2shirt character in a series of camouflaged illustrations.

You won’t find Waldo or any residents in these pictures sampled from senior living websites around the country[ii]. Each depicts a “place” (e.g. main lobby) in a community, and many are very elegant…

BUT, “C’mon man … we’ve been talking about selling LIFESTYLES and not just real estate for over a decade! These pictures – and many more like them on the internet – SCREAM REAL ESTATE SALE!

Who are we trying to impress with these photos?   OURSELVES? (i.e. Look what I built?)

C’mon man … this swimming pool is NO different from the pool at the local multi-family apartment complex. This dining room could be at a nearby campus dormitory and the other shots could be in a hotel lobby. WHERE’S WALDO?

I know, I know: the experts say that you shouldn’t show elderly people in your ads; that the prospects won’t relate to the images of the showcased older residents or the advertised community.   They’ll say, “I’m not like them; that’s not the level of service I need!” If the depicted residents appear to need assistance with their daily activities, the concern is that “higher-functioning” prospects will say “I’m not READY YET!” Other views of active adults may be criticized as “unrealistic”.

Thus, we default to sterile pictures of the real estate features and leave it up to the prospects to use their own imagination to picture themselves in that setting. That approach may work for family housing when buyers customize their “new home” to fit their individual tastes.

WE ARE DIFFERENT in Senior Living! We provide “communal living” and should SHOWCASE what we offer. Do we really expect people to want to live in a museum-like environment where you can “look but don’t touch”?   Isn’t that the message that pictures without human beings conveys?

The Progressive Retirement Lifestyles (“PRL”) program is built upon an interactive lifestyle for all of our residents and advocates the marketing of a robust lifestyle to attract newer generations of prospective residents. We believe that senior living communities should depict scenes with a feeling of warmth and positive aging through social interaction and activity that provide benefit on an on-going basis:

  • Residents actively participating in a water aerobics class (if you are lucky enough to have an on-site swimming pool) is much more meaningful for a potential resident and their family than the passive picture shown above.
  • Residents sharing a meal with their new acquaintances in the dining room would be more appealing than the picture of the empty dining hall.
  • Residents using the common area spaces by participating in an activity there – or at least sharing a moment in conversation with other residents – shows that the building is ALIVE!

I’m ART CARR and understand that this is a controversial topic, but am convinced that my Progressive Retirement Lifestyles concepts create Superior Senior Lifestyles that promote increased occupancy. I welcome your contact at 615-414-5217 or via email at art@progressiveretirement.com to learn more about the potential of the exciting Progressive Retirement Lifestyles program.

PLEASE SHARE THIS ARTICLE WITH OTHERS IN THE INDUSTRY AND POST YOUR COMMENTS.

THANKS!

[i] https://en.wikipedia.org/wiki/Where’s_Wally%3F

[ii] These are just a sampling of the vast number of similar pictures posted on community sites and are offered as a representative group for the industry as a whole. For that reason, specific communities and/or companies are not identified.

C’mon Man … Show Some Respect!

Over the past decade, I’ve had success in building occupancy[i] with a focus on activities to demonstrate a superior senior lifestyle. It is encouraging to see more operators utilizing activities to convey LIFESTYLE CHOICE in their ads, but “C’mon Man”, we need to show more respect for our customers than is displayed in this direct mail piece:

“… we offer a lifestyle that allows you to focus on the fun things in life. You never have to worry about what to do today because there’s always something going on to keep you engaged. Join us today for one of our activities and stay for lunch. It’s on the house!

 

5 Things “NOT to Like” with this Marketing Technique

 

  1. This independent living ad targets prospective residents, and/or their families, who are ready to turn lifestyle management over to the facility. This “needs-based” approach has contributed to higher average-aged residents, older residents at move-in and shorter lengths of stay.   It has also led some experts to question whether the recent building boom in senior housing will create a supply that outpaces demand[ii], even with the influx of baby boomers into the “senior” classification.
    • We must promote independence with dignity and respect to meet the positive aging demands of newer, higher-functioning generations and attract adequate numbers of potential residents.

 

  1. This ad is synonymous with the “cruise ship on land” marketing concept that assumes “old folks” will be happy toCruise Ship on Land just sail off into the sunset and be happy as long as they get plenty of food and have something to entertain them between meals. Unfortunately, this is good intentions masking a form of benign ageism as identified by the MacArthur Foundation Study.[iii]
    • The dated “rest home” mentality was based on this principle that older adults no longer contribute to society and must be “cared for” in sheltered facilities at their end of life.

 

  1. Current and prospective residents have been responsible adults for most of their lives and don’t want to just have “fun” all day.   They lived an active and productive lifestyle BEFORE deciding to move into a senior living community and most desire to retain as much normalcy in their lives as possible.
  • Progressive Retirement Lifestyles (“PRL”) draws its scientific basis from Maslow’s Hierarchy of Needs.   In order to continue satisfying the higher level needs – e.g. EGO – of older people, our senior living 3b Activitiescommunities must provide mental and physical challenges for their residents with a diverse array of activities. The “3 B’s”[iv] – Birthday, Bible and Bingo – simply won’t cut it anymore!
  • Our programs respect and foster the desires of many residents to continue “contributing” in some way – by helping others within the community, by volunteering and/or by providing service to others “less fortunate”.

 

  1. “Worry” is a natural part of living and most mature adults don’t want to be treated as though they can’t “act” or “think” for themselves. They don’t expect to just “sit back” and be treated like children with every minute of their day planned for them.
    • The PRL concept has proven successful by offering multiple daily lifestyle options, while allowing the residents to make their own independent choices.

 

  1. The only specific “activity” highlighted in the flyer was a “Chef Showcase: Waffle Bar”, which is more “demonstration cooking” than a true resident activity.
    • At best, this is a passive event with residents and other spectators being entertained by the Chef.   Although entertainment is an important ingredient, PRL emphasizes interactive lifestyles with active participation by the residents in activity programs.
    • Unless the “waffle bar” is available every week, there is a risk that current residents will complain that the activity is just a marketing ploy and NOT a lifestyle feature.
    • PRL is a combined operations and marketing approach that enhances operations first and THEN invites prospects to participate in on-going programs.

The PRL program was developed to adapt to the evolving market and promote additional demand by respecting the prior life achievements and recognizing the on-going capabilities of newer generations of seniors. PRL creates positive differentiation from the competition by providing and marketing a more robust lifestyle with a greater quality, quantity and variety of stimulating age-appropriate activities than was frequently the case in the past.

I am Art Carr, the creator of the unique Progressive Retirement Lifestyles program and welcome your comments. PLEASE POST YOUR OPINION about whether you agree or disagree with these observations and share this article with those who might appreciate it.

Please contact me at 615-414-5217 or via email at art@progressiveretirement.com to learn more about the exciting Progressive Retirement Lifestyles program and its potential to enhance operations and serve as the foundation for improved occupancy.

THANKS!

[i] This approach enabled me to build a regional census 6 points higher than the national average and lead the fill-up of several new buildings, as well as stimulating turnarounds of other under-performing communities.

[ii] http://www.wsj.com/articles/new-senior-housing-raises-concerns-supply-will-outpace-demand-from-baby-boomers-1439285401

[iii] See “Successful Aging” by John Rowe, M.D. and Robert Kahn, Ph.D, published by Masterpiece Alliance Foundation, Inc., 1998

[iv] With a thank you to Sara Elizabeth Hamm who first “coined” this phrase.

Independence Day

Every Day SHOULD BE

INDEPENDENCE DAY

for the Seniors we Serve!

American Flag on pole - Waving

Happy 4th of July. We celebrate the courage of the patriots who fought for our independence over 200 years ago.   But, Please take a moment this long holiday weekend to appreciate all of the seniors in our US society who have contributed in some way to our freedoms and way of life today. Show them the respect they deserve and the right to maintain their highest possible level of independence — regardless of their current situation!

THANK YOU!

And now … The Rest of the Story

2014 Women's Final Four

NCAA Women’s Basketball Tournament

TRIVIA Question:  Who is the winningest Division 1 basketball coach of all time?  Clue → it is NOT in a men’s basketball program and it is NOT a man.

Answer:  Pat Summit, Head Coach Emeritus with the University of Tennessee “Lady Vols” basketball team.  “She kept her elite program in the winner’s circle for almost four decades, producing a mind-boggling record of 1,098-208 (.840) that included the most victories in NCAA basketball history. During her tenure, the Lady Vols won eight NCAA titles as well as a combined 32 Southeastern Conference tournament and regular season championships. Tennessee made an unprecedented 31 consecutive appearances in the NCAA Tournament and produced 12 Olympians, 34 WNBA players, 21 WBCA/Kodak/State Farm All-Americans earning 36 honors, and 39 All-SEC players earning 82 recognitions. Along with the success on the court, Summitt’s student-athletes had tremendous productivity in the classroom. Coach Summitt held a 100 percent graduation rate for all Lady Vols who completed their eligibility at Tennessee.”[i]

The Lady Vols along with UConn (Connecticut), South Carolina and Notre Dame are again a number one seed in the 2014 NCAA Division 1 Women’s Basketball Tournament with 1st round games beginning this weekend.  Although Pat won’t be on the sideline for Tennessee (Holly Warlick now coaches the Lady Vols), other familiar coaching icons will be at tLadies Basketball Coach Iconshe tournament including Geno Auriemma from UConn, Tara VanDerveer with the Stanford Cardinal, and Kim Mulkey, coach of the Baylor Lady Bears.  These 4 coaches have produced over 3260 victories,  winning 20 national championships in a combined 115 years of coaching, and each has become an institution at their university.

In total, teams from 30 states will be participating in the women’s tournament with New York having the most teams (6), followed by California and Tennessee with 5 each.  Seven other states (Georgia, Indiana, Iowa, Louisiana, Oklahoma, South Carolina and Virginia) have 2 schools in the tournament.  This should give you plenty of opportunity to generate competition for your residents – especially in those situations where you have both large (i.e. major conference) and smaller schools competing (e.g. Stanford vs Cal State – Northridge;  LSU vs Northwestern LA, or Texas vs Prairie View).

Women's Tournament by State

  • A special mention should be made for the “Black Knights” women’s basketball team of the U.S. Military Academy.  Although located (and counted as a NY school) at West Point, NY, this team is really a “national” team and should receive support from across the country.
  • Kudos to Connecticut and Notre Dame who are each undefeated in regular season and conference tournament play going into the NCAA tournament.
  • There are 5 additional states (Idaho, Illinois, Indiana, South Dakota and West Virginia) that were not included in the Men’s NCAA tournament.  {See “Forget the Activity Calendar. . . ACT NOW!” for suggestions about utilizing the NCAA tournament as the basis for an enriching resident activity program and marketing event}
  • Five schools — Akron, North Dakota, South Dakota, Winthrop and Wright State – are all making their first NCAA tournament appearance
  • 25 of the teams join their male counterparts at the Big Dance.  The Women’s Tournament adds post-season play for 39 additional teams and gives you 5 more states to build resident support around.

    How about a competition between the Men’s and Women’s teams for the 25 colleges with both teams in the SHOW?  Who will go farther in their tournament? 

The NCAA Women’s Basketball Tournament offers some challenges, but many more opportunities for meaningful dialogue and interactive programs with the predominantly female population in today’s senior living communities.   One of the challenges is that the NCAA tournament has only been organized for women since 1982 so it’s unlikely any of your residents ever played in the tournament.

TRIVIA:  Kim Mulkey played on the first championship team from Louisiana Tech in 1982 and is the first person, man or woman, to win a basketball national championship as a player, assistant coach and head coach.[ii]

TRIVIA:  Tennessee and Connecticut have won almost 50% of the National Women’s Championships with 8 titles a piece.

On the other hand, most of the 1st and 2nd round games are played “on campus” with attendance a lot less than at the men’s games.  Therefore, if your community is near one of the 16 tournament sites you might have the chance to actually take a group of residents to see one or more of the games.

Los Angeles, CA Toledo, OH
Seattle, WA West Lafayette, IN
Ames, IA Knoxville, TN
Iowa City, IA Chapel Hill, NC
Waco, TX Durham, NC
College Station, TX College Park, MD
Baton Rouge, LA University Park, PA
Lexington, KY Storrs, CT

The Sweet 16 games will be played in Lincoln, NE; Stanford, CA;  Notre Dame (South Bend), IN and Louisville, KY with the Final Four in Nashville, TN.

One of the biggest opportunities is to create an inter-generational sharing experience for your residents, their adult daughters (bobby-soxers and baby boomers), grand-daughters and great grand-daughters.  The residents and their adult daughters lived through a cultural revolution started by the United States Congress’ passage of Title IX of the Education Amendments of 1972.  This legislation changed the face of women’s athletics across all levels and 10 years later led to the first NCAA Women’s Basketball Championship Tournament.

  • In 1971, the year before Title IX became law, fewer than 300,000 girls participated in high school sports, about one in 27. In 2002, the number approached 3 million, or approximately one in 2½.[iii]
  • In 1972, fewer than 32,000 women competed in intercollegiate athletics.  Women received only 2 % of schools’ athletics budgets, and athletic scholarships for women were nonexistent.  In 2008-09, a record number of 182,503 women participated in competitive college athletics, accounting for 43% of college athletes nationwide.[iv]

Along with the increased participation, the game of “girls” basketball itself has also seen significant change.  Before Title IX (i.e. when all of the residents as well as the Bobby-soxers and many of the Baby Boomers were growing up), girls basketball was more a part of the Physical Education curriculum than a competitive sport.  Today’s young girls would hardly Ollie-Hoosiersrecognize the half-court game, uniforms of Bermuda shorts and white blouses, and all foul shots thrown under-hand like Ollie in the movie Hoosiers!  Fast breaks, rebounding “above the rim”, even dunks were foreign to the pre-1972 women’s game.   SO, set up an inter-generational discussion group and encourage your residents (and prospects) and their older adult children to share their remembrances of girls basketball in the “days of yore”.  Invite a local college or high school team to participate in the discussion and help them understand the legacy that they have inherited. Humphrey Bogart said, “Louie, I think this is the beginning of a beautiful friendship in the movie Casablanca and you can build that same type of on-going relationship with a local school team throughout the coming year.

Finally, the Girl Scouts of America developed Girl Scout badgea new patch that members can earn with activities focused on the history, importance and media portrayal of women in sports.  It was developed in conjunction with the 2014 NCAA Final Four in Nashville, TN and offers a tremendous opportunity for your residents to interact with the young scouts.

You have all the ingredients for a dynamite activity program and customized marketing event that demonstrates appropriate respect for the life accomplishments of the residents.  The potential of getting multiple generations from the same family together in your building focused on a common interest – including participation in March Madness games as discussed in a prior article – is priceless.

 


“THAT’S GREAT … but my TEAM isn’t going to the SHOW!”

Dejected Basketball TeamLess than twenty per cent of the 351 Division I colleges and universities get invited to the NCAA tournament each year.  But that doesn’t mean that you shouldn’t proceed with the March Madness activities and events suggested in “Forget the Activity Calendar. . . ACT NOW!” [http://wp.me/pCemc-j8] if your favorite team wasn’t selected.  This article includes five additional methods to tie into the excitement created by college hoops at this time of year.

 

NIT Logo♥  If you live in West Virginia, you might want to switch your focus to the National Invitation Tournament (“NIT”), which includes 32 additional teams and concludes with the final games played at Madison Square Garden in New York City.  Arkansas, Indiana, Illinois, Minnesota, Mississippi and Vermont join West Virginia as additional states represented in the NIT that were excluded from the original 68 teams in the NCAA Tournament.

 

Cinderella     There are 32 Conferences included in the NCAA Tournament.  Determine what conference that your local school belongs to and then your residents can cheer for (or against → in some cases fans will root for “my school or whoever plays ABC University!”) the Conference Champion who is at the Big Dance.  Frequently these teams from the smaller conference – who only get an automatic bid by winning their conference tournament – become the Cinderella team of the tournament.   Will their trip end after one game or will they go “deep into the tournament”?

Even if this doesn’t apply to your local team, let your residents pick a Cinderella team from one of the non-major conferences and support them in the tournament.

  There are 14 different sites where the tournament games will be played over the next 3 weeks, including Dayton, OH for the four “play-in” games on March 18 & 19.  Even though there are no Indiana schools in the tournament, Indianapolis will be the location of the Midwest Regional Finals on March 28 – 30.  If you are near one of these locations, there should be a lot of local press in newspapers, TV, etc. that you can tie into.  You don’t have to do a full “Bracketology”, but have fun by picking the winners in the local games.  Set up pools for a) largest margin of victory, b) total margin of victory (all games), c) number of overtime games, etc.  Vote for favorite coach and/or player.  If you’re into social media, sponsor that person online.

  If your local team’s season is over, contact the Athletic Department and request a visit from someone on the coaching staff and/or the Cheer Squad.  Explain what you are doing to involve your aging adult residents and ask them to participate in your “life-long-learning” series by presenting a 15 – 20 presentation on how the tournaments work, etc.   Tell them that you know how hard they work and that your residents want to recognize their achievements in this season as you wish them more success in the future.  Build the foundation for an on-going, inter-generational relationship with the school.  Consider the residents’ excitement to have the Cheer Squad do a couple of routines for them in your building and maybe have the mascot speak.

Cheer Squads

Star Difference If you really want to “think outside of the box”, work with the Athletic Department to create several special awards that could be presented in a ceremony at your community (e.g.  Above and Beyond, All-Around Excellence, Rising Star, Leadership/Citizenship, etc.→ contact me directly for more ideas and help in implementation).   This is another great way to generate “free press” and present your community in a very positive fashion.

♥  Finally, there are another 64 teams in the Women’s UT - UConn Ladies BasketballNCAA Basketball Tournament.  Because of the preponderance of females in our resident populations, this may offer a particularly attractive alternative for celebrating March Madness, which will be addressed in a subsequent article.

The important thing is to DO SOMETHING!  Don’t be a slave to your published activity calendar and miss this opportunity to improve the interactive lifestyle of your residents.

NCAA Basketballs

“STOP – You’re not supposed to . . . !”

A staff member is walking across the lobby and sees Mr. Smith trying to open the front door and exit wman with walker at doorith the aid of his walker.   The following scenarios illustrate 3 different approaches to this situation[i].  In each case, the resident receives a message that may be very clear or more subtle, but conveys information about the community’s culture and  resident management philosophy. This can impact both the resident’s well-being and the perceptions of visitors who observe the encounter.

1)   You Can’t:

The staff member yells “STOP” as she runs to the door.  In a loud voice, she then asks Mr. Smith “What are you doing?” telling him that he is not allowed to go “out there” alone.

Maybe the resident simply wanted a breath of fresh air or to enjoy the sunshine for a few minutes[ii].  Regardless, this approach generally leads to either a confrontation or total submission by the resident.  The first is reminiscent of the “Mother, Please…” scenario with the resident even becoming combative because he is being told what he CAN’T DO!  The other response can be just as devastating because a flicker of independent thought and action has just been snuffed out!

2)   You Shouldn’t:

In the second scenario, the staff member walks expeditiously (but doesn’t run) to the door and greets Mr. Smith there.  She opens the door for him while counseling that he should never try to open the door by himself.  She warns him that he might get hurt and should always ask a staff person for assistance.  She was cheerful, upbeat and walked away thinking: “I’m glad I walked by when I did because I got a chance to do something nice for Mr. Smith.  I’m a good person and good employee!”

Unfortunately, her good intentions were off the mark and Mr. Smith received a very different message.  He just had his frailties emphasized and made to feel disabled with the reminder that he is no longer capable of “even opening a door for himself”.  All he heard was that he shouldn’t try to do it himself and probably never even heard or internalized that the staff would be happy to help him when he wanted it.  These may even contribute to feelings of being “trapped” and isolated in the senior living community.

3)   It’s OKAY:

As an alternative, the staff member could greet Mr. Smith and begin to engage him in conversation while walking toward the door.  (e.g. “Hey, Mr. Smith.  How are you doing this morning?  Boy, it sure looks cool {rainy, hot, etc.} out there today.”) The employee then has two options:

  1. Ask him: “Can I give you a hand with that door?”  This enables the resident to preserve dignity by being offered a choice that can be graciously accepted.  For ladies, I generally add something like “my Dad always taught me to be a gentleman and it’s my pleasure to open the door for you.”  The act of opening the door becomes a courtesy instead of a necessity.
  2. Continue the conversation through the door.  This is the most subtle approach as the staff person is able to effortlessly hold the door open for the resident without making an issue of it.  This has taken a couple of minutes of the employee’s time but been a great investment in resident relations.

The employee’s response to this situation[iii] is a combination of the community’s culture and the individual’s own concepts and beliefs.  Both evolve over time and are influenced by training (e.g. “soft skills”), policies & procedures, stated management philosophies, and the personality of the people involved.  Creating a culture that PROMOTES ON-GOING INDEPENDENCE[iv] for the residents will have a direct impact on the type(s) of people who choose to move into the senior living community.

In the next segment, we’ll explore how the design decisions of the Architect and Management support or conflict with the desired cultural perception.  PLEASE SUBSCRIBE {by clicking on the “Sign me up!” button at the bottom of the right hand column} to make sure you don’t miss any exciting installments.


[i] In each example, it’s assumed that this isn’t an outside entrance to a secured memory care unit or skilled nursing facility and that Mr. Smith is mentally competent and not at risk for elopement.

[ii] Recent studies have shown some potential of benefits from daily exposure to natural light in delaying the onset and/or effects of Alzheimer’s disease.

[iii] Note:  each of these scenarios is considered positive because the employee recognized the resident and intervened instead of simply continuing to walk past.

[iv] This is a basic tenet of the Progressive Retirement Lifestyles program.  You may contact Art Carr at 615-414-5217 or art@progressiveretirement.com to learn how these concepts may be applied to your organization.

“Children, Please – I’d Rather Do it MYSELF!”

Mother, PLEASE, – I’d Rather do it Myself!

A classic Anacin ad from the early days of TV:

The first segment of this new series was written by Art Carr as a Guest Author for the Senior Housing Forum Blog. Please CLICK HERE to read the article.

If you remember this ad and the cultural phenomena it created, PLEASE share your remembrances in the comment section below. COMMENTS: