Sep 15

Prestige Care

One hundred and fifty four thought leaders offer guidance to help forge path towards "next normal" for senior living

Posted by Prestige Care

Prestige Care, Inc. participated in task force to create strategies and tactics to maintain safety and reinvigorate lifestyles for older adults living in age-restricted communities and apartments.

Vancouver, WA August 11, 2020 –  Prestige Care joined thought leaders from around North America—providers of housing and services for older adults—to create strategies and tactics to help all segments of the senior living industry emerge from being locked down.

The strategies and tactics are collected in the white paper, “Creating a path towards the next normal in senior living,” available at

“To emphasize the differences among the types of senior living options (for example, active adult, independent living, assisted living, nursing and memory care),” said task force organizer Colin Milner, CEO of International Council on Active Aging, “task force members suggested structural changes that could renew the value proposition of senior living at the same time organizations strive to ensure the health and well-being of residents, staff and family.”

The six strategies can apply to many types of organizations:

1. Design, re-design and/or renovate exteriors and interiors of buildings. 
The value of transitioning indoor and outdoor spaces to enable physical distancing and innovative service delivery is suggested, along with identification of infrastructure and renovations that combine healthy approaches with preparation for potential emergencies.

2. Develop purpose-driven, caring, passionate staff. 
Because staff members are valuable contributors to the workplace culture and the lives of older adults, there is a collection of options for organizational structures, professional growth and recognition.

3. Provide technology to increase connections, aid efficiency and optimize health. 
The pandemic caused an immediate, wholehearted shift to delivering messages, programs and health care through in-house portals, telehealth, and internet services. Ideas for implementation assume that will likely be a future need.

4. Develop the culture of positive aging, framed by all the dimensions of wellness. 
Approaches to counteract stereotypical attitudes toward older adults and reset organizational priorities are offered, based in a philosophy of helping residents be as independent as possible and engaged in the life of their communities.

5. Establish trust by being prepared to respond to emergencies and unexpected events. 
One aspect of the value of senior living is the ability of organizations to be prepared to immediately respond to an emergency, and to be transparent in communicating the status of residents and staff.

6. Update perceptions to reinforce the new value proposition of each type of senior living. 
Ideas for wording and stories that organizations can use to relay how the lives of residents were protected during the pandemic while services continued to be delivered, with a call to educate the public about the differences among types of properties.

Download ““Creating a path towards the next normal in senior living” at

The strategies and tactics developed by members of the task force are intended to trigger actions that individual organizations can take. Underneath each strategy there are tactics and tasks that reflect what organizations can do today, and what they could do to prepare for the midterm and long-term lifestyles necessitated by the COVID-19 pandemic.

Prestige Care will continue to balance the safety of residents and staff while looking to the future. With a strong focus on wellness and maintaining quality of life for our residents and patients, we look forward to finding new and innovative ways to care for those we serve with respect, integrity, commitment and trust.

ICAA COVID-19 Senior Living Task Force

Purpose, Commitment, Clarity

The ICAA COVID-19 Senior Living Task Force generates ideas, strategies, tactics and messaging that organizations can consider, now and in the future, when planning the next model of senior living that optimizes the health and well-being of older adults and team members, and reinvigorates the value proposition of senior living. The ICAA COVID-19 Senior Living Task Force includes representatives of for-profit, not-for-profit, and affordable housing—organizations providing active-adult and independent living, continuing care/life plan communities, assisted living, long-term care, skilled nursing and rehabilitation along with representatives from the industry associations and the suppliers that support their work.

Organizer: International Council on Active Aging (ICAA)

ICAA is a professional association that leads, connects and defines the active-aging industry and supports professionals who aspire to develop wellness cultures for adults over 50. The association is focused on active aging—an approach to aging that helps older adults live life as fully as possible within all dimensions of wellness—and provides its members with education, information, resources and tools.

About Prestige Care, Inc.

Prestige Care operates a family of more than 80 senior communities throughout the western United States. Prestige Care provides a comprehensive senior service experience, offering assisted living, independent living, memory care, skilled nursing and rehabilitation. The company holds firm to a set of core values – respect, integrity, commitment and trust – that guide every aspect of its mission to personally touch lives every day. For more information on Prestige, visit its website at

Media contact

Hollie Fowler (360) 735-7155      

Prestige Care           

Kristi Herriott (206) 443-9357

Firmani + Associates Inc.