In the face of market evolution, nonprofit senior living provider Presbyterian Retirement Communities Northwest (PRCN) underwent a master planning exercise in 2015 covering its four current properties, a process described in the 2016 EFA Expo & Conference session titled “A Provider’s Perspective on the Future of Senior Housing and Services Development.”

As DeAnne Clune, PRCN vice president of marketing, told attendees, it was a necessary response to the market shift from “package”-based communities (here’s what we have, you either buy it or you don’t) to more choice-driven options with flexible opportunities that allow residents to tailor their own living environment.

Clune and Paul Aigner, vice president of development, described PRCN’s portfolio—consisting of Parkshore, Skyline, Exeter House, and Fred Lind Manor—and the process they went through with each one to determine proper next steps. Parkshore, for example, had 18 vacant units and was losing $750,000 per year in monthly fees and $12 million in potential entrance fees. Half of its 119 independent living units were studios, alcoves, or small one-bedrooms. Residents had kitchenettes only and were bound to a three-meal-per-day contract (with just one dining room option); there were no washers and dryers within units and no pets allowed.

After the master planning process, PRCN began to allow pets and offered a one-meal-per-day option. As units became available, they were remodeled to include full kitchens and washers and dryers and to offer customizable options and finishes. Studios were eliminated, combined into larger units as they became available, and there are now only a limited number of alcoves.

Just one year later, Parkshore is fully occupied, with high demand for its 1100- to 1200-square-foot two-bedroom units.

The master planning process was applied to PRCN’s three other properties as well, leading to the decision to sell the Exeter House building in downtown Seattle (a 1920s-era building that could not support modern needs such as Wi-fi, steam heat, and air conditioning); renovate Fred Lind Manor, which was situated one mile away; and help relocate current Exeter House residents by paying their packing and moving costs, whether they moved into another PRCN property or not.

PRCN is in the process of rebranding and plans to expand in the northwest region and nationwide, Aigner said, with a focus on urban locations, transit-oriented development sites, and unique site amenities (walkability, etc.). They hope to develop a wide range of housing options from affordable and mid-market to luxury senior living. Mid-market residents, Aigner said, have the greatest need right now, and PRCN is currently researching this demographic. "Where does the retired schoolteacher, for example, want to live?” he asked.  

Clune concluded by advising senior living providers to remember that their projects should be looked at as “places for people to live, not necessary places for ‘old people.’” It’s not all about healthcare, she said, and by all means, consider ideas from other sectors, such as hospitality and research, when designing spaces for future residents.