Effort Seeks New Name for CCRCs

It’s about the ‘R’ word—retirement, says LeadingAge President and CEO Larry Minnix. And the ‘C’ word—care, he adds.

Those two words and older adults’ perceptions surrounding them are leading the association of not-for-profit aging services providers to partner with one of those providers, Mather LifeWays, to spearhead an effort to develop a new name for continuing care retirement communities (CCRCs). The “CCRC NameStorm” initiative involves in-person events scheduled for April 29 in Greensboro, NC; May 1 in Rosemont, Ill.; and May 5 in Palm Springs, Calif. Communities also can conduct their own idea-generating activities with administrators, staff, board members, residents and prospective residents and submit them online by using brainstorming exercises and other resources on the LeadingAge website (click on the CCRC NameStorm link in this paragraph to access the resources).

All ideas are due June 13. Results from all efforts will be shared with focus groups and LeadingAge members to determine finalists. Minnix says he expects that some conclusions and recommendations will be announced this fall at the LeadingAge annual meeting, which will have the theme of “Redefining Age.”

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