2011 Senior Living Overview

ALFA continues to grow and thrive, and, thanks to an active and engaged ALFA Board of Directors, affiliates and chapters, partners and members, is increasingly recognized as the leading advocate for the senior living industry and the seniors and families they serve.

The examples below are a condensed snapshot of the excellent advocacy efforts, collaboration, industry accomplishments and events that shaped the year. The milestones listed below show that all of us, as a team, are making headway in our efforts to educate lawmakers and the general public on the significance of senior living, inclusive of independent living, assisted living and memory care, to seniors. We as a team are creating the future of senior living.

January

What will 2011 Bring for the senior living industry? Senior Living Executive, Surviving and Thriving, looks into the crystal ball to forecast new opportunities for organic growth and enhanced financial operations.

Rick Grimes, President and CEO of ALFA campaigned for company-wide zero-tolerance for elder abuse policy.

ALFA released the 2010 Year in Review.

ALFA launched a newly designed ALFA Update weekly e-newsletter.

February

160 senior living executives gathered on Capitol Hill for ALFA Advocacy Fly-in, visiting more than half the offices of the 535 elected representatives that make up the U.S. House and Senate. Advocates came from all over the country, representing 56 senior living companies serving tens of thousands of seniors and their families.

March

Brenda Bacon, vice chairman of the ALFA Board of Directors and president and CEO of Brandywine Senior Living represented ALFA and its members in a U.S. Senate Special Committee on Aging roundtable titled, “Assisted Living at the Dawn of America’s ‘Age Wave’: What Have States Achieved and How is the Federal Role Evolving?”

ALFA announced the winners of the ALFA 2011 Best of the Best Awards. ALFA's fifth annual Best of the Best Awards program drew a record 140 submissions this year, both doubling and deepening the competition for resident-centered senior living services, programs and products that truly deserve to be called "Best of the Best". Congratulations Senior Living Communities, Country Meadows Retirement Communities, Brookdale Senior Living (recipient of 2 Best of the Best Awards), ESCO Technologies, Silverado Senior Living, Emeritus Senior Living and Horizon Bay Retirement Communities.

ALFA announced the 2011 Best of the Best Programs to Watch.

ALFA interviewed business luminaries Dan Coughlin and Jeff Jarvis on new business realities for senior living executives in Senior Living Executive article, ALFA 2011 Insights. Coughlin notes, "Nobody owns their brand. The brand exists inside the minds of the customers and potential customers. All a company can do is to make decisions that support what they want to be known for". Jarvis encourages collaboration, transparency and trust.

ALFA released a summary of the Executive Focus Group discussion, Chasing Leads.

April

2,000 senior living professionals gathered at the ALFA 2011 Conference & Expo for candid discussions about public policy and regulations shaping the future of senior living in the United States. The conference educational program kicked off with an energetic presentation by leadership thinker and author Steve Farber. Morning news personalities, Joe Scarborough and Mika Brzezinski headlined day 2 with a discussion about the politics of aging in America, and author of What Would Google Do?, Jeff Jarvis, presented his advice on the changes that the senior living business must make in a society forever changed by the internet. In addition, industry CEOs and experts addressed such hot topics as RIDEA partnerships, sales and marketing in the new economy, social engagement and its effects on memory care, and more.

Mark Ohlendorf, co-president and chief financial officer of Brookdale Senior Living, took his seat as the new chairman of the ALFA Board of Directors. Ohlendorf succeeded Granger Cobb, president and CEO of Emeritus Senior Living. Ohlendorf was joined on the ALFA Executive Committee by Vice Chairmen Loren Shook, president and CEO of Silverado Senior Living, and Brenda Bacon, president and CEO of Brandywine Senior Living; Secretary Pat Mulloy, president and CEO of Elmcroft Senior Living; Treasurer Skip Comsia, CEO and president of SRC Retirement; and Past Chair, Tiffany Tomasso, partner of Fountain Square Senior Living.

ALFA Joined the U.S. EPA in honoring the first senior care communities to earn ENERGY STAR Certification.

"Mind the Gap" won the the Short Film Competition About Ageism.

Pennsylvania Assisted Living Association received the ALFA Horace D'Angelo, Junior Memorial Award.

ALFA honored Representative Susan Westrom of the Kentucky state legislature with the ALFA 2011 Statesman Award.

Five extraordinary senior living professionals (from a pool of nearly 650 nomination) were recipients of the ALFA 2011 Hero Awards. Congratulations Toni Flowers of Brandywine Assisted Living, Hervinder Dogra of Vintage Senior Living, Sharon Stiles of Brookdale Senior Living, Maribeth Shearer of Emeritus, and Deb Ericksen of BMA Management.

Three state regulators answered questions from a full house of senior living executives. The panel engaged in a lively dialogue with the audience over topics ranging from enforcement to the economy.

May

ALFA expressed its support for the reauthorization of the Older Americans Act and the benefits that programs produced from the Act deliver to seniors and their families.

ALFA praised Georgia Governor Nathan Deal for signing into law a bill that will enable seniors to enjoy higher levels of support in assisted living communities and avoid unnecessary moves to institutional environments. ALFA and its state affiliate, Georgia ALFA, took a major leadership role in promoting this legislation. In addition, many consumer and provider organizations championed the passage of this legislation including AARP Georgia, Alzheimer’s Association - Georgia Chapter, Coalition of Advocates for Georgia’s Elderly (CO-AGE), Aging Services of Georgia, Georgia Association of Community Care Providers and the Georgia Health Care Association. "It was especially gratifying to see providers, residents, families, and advocates utilize successful grassroots strategies to create a sense of urgency for the Georgia General Assembly and Governor Deal that ultimately led to the passage of the legislation that will now allow seniors the same opportunities of choice that many other states currently enjoy," says Paul Williams, ALFA senior director of government relations. Read more about Action in the States.

Senior Living Executive released its annual list ranking the largest senior living providers. This year, the top 80 private and publicly-traded senior living companies were listed and an accompanying article offers insight into the constantly developing landscape of the senior living sector.

ALFA released summary of the Executive Focus Group discussion, Successful Third Party Partnerships.

ALFA released list of operational software providers for senior living operations.

ALFA celebrated the Senate Special Committee on Aging's 50th Anniversary, and notes it as a milestone in the history of Congress' efforts to attend to the needs of seniors. The chair and ranking member of the Committee share their views on today's senior living issues.

June

ALFA expressed its concern to the U.S. Centers for Medicare & Medicaid about a revised proposed rule that could change implementation of Medicaid Home and Community-based Service (HCBS) waivers. These waivers currently offer seniors of limited financial means more senior care options, and ALFA does not want CMS to jeopardize the care provided to these seniors.

July

ALFA issued the first edition of Senior Living Executive (formerly known as Assisted Living Executive). Learn more about the reason behind this industry-wide terminology change and the change as it relates to the Senior Living Executive magazine.

ALFA's public policy team created a Senior Living Policy Blog, Policy Perspectives, discussing issues such as the CLASS Act, IPAB, mandatory consultation, etc. ALFA's public policy program is focused on improving the legislative and regulatory framework that impacts or has the potential of impacting the senior living industry at the federal or state level.

New York’s regular legislative session came to a close, and ALFA’s state chapter, NY ALFA, worked tirelessly to ensure that New York’s legislature creates a positive environment for senior living. NY ALFA supported legislation was successfully addressed with the passage of the Paperwork Reduction Bill (S.4894/A.7494) and the Missing Vulnerable Adults Clearinghouse Bill. Read more about Action in the States.

ALFA released summary of the Executive Focus Group discussion, Front-Line Leadership.

On topics such as caregiver training, aging in place, and provision of nursing services, ALFA and its state affiliates and chapters have helped drive a range of positive legislation. California, Arizona, Texas and Georgia all provide strong examples of the importance of collaborative state advocacy issues.

August

With a Republican veto-proof majority in the Senate and a strong Republican majority in the House of Representatives, North Carolina’s legislature was able to successfully pass many new pieces of legislation. The legislature produced a budget on the earliest deadline in recent history and passed some important legislation, supported by ALFA’s state affiliate, the North Carolina Assisted Living Association (NCALA). Read more about Action in the States.

ALFA investigated solutions to use Medicare resources more efficiently, while challenging the Independent Payment Advisory Board's (IPAB) proposed Medicare cuts.

September

9 recipients of the prestigious ALFA Hero Award as well as recipients of the ALFA Champion of Senior Living Award met with their Senators and Representatives on Capitol Hill to educate lawmakers on the senior living industry and strengthen relationships with Congressional leaders.

ALFA challenged two decisions made by the National Labor Relations Board (NLRB). One case would make it much easier for unions to organize employees of senior living companies. The other would permit a union to stay in place even in the face of an employee-led request for a vote to remove the union. Both decisions would compromise both employee and employer rights, lead to higher costs for seniors in a down economy, fragment services for senior living residents and stir divisiveness among staff serving seniors.

The Centers for Medicare and Medicaid Services (CMS) were committed to the idea that assisted living be classed as Home and Community Based Services (HCBS), but there were ambiguities in the proposed language that could run counter to its purpose. ALFA and its allies at the Center for Excellence in Assisted Living (CEAL) worked in close coordination to clarify the wording to allow assisted living to remain a home and community based option under the Medicaid waiver program, and to ensure regulations are beneficial to seniors. Please continue to follow updates on these proposed rules via the ALFA Update.

October

ALFA partnered with the PBS documentary, Age of Champions, to spread the film’s uplifting message and initiate a conversation about battling ageism and encouraging health and wellness amongst older adults.

ALFA and the Wisconsin Assisted Living Association (WALA) challenged the Senior Citizen Protection Act. The Senior Citizen Protection Act would remove limits on non-economic and punitive damages as well as prohibit residents and providers from entering into arbitration agreements, which when properly formulated can benefit both parties by removing the cost of litigation. Read more about Action in the States.

ALFA launched the new Senior Living Supplier Guide, an online resource for suppliers of products and services who understand the assisted living, independent living and retirement community business.

ALFA launched a new News Center making it easier for executives to stay in the know on news and information related senior living.

November

ALFA supported the Workforce Democracy and Fairness Act (H.R. 3094). This legislation directly addresses the National Labor Relations Board’s (NLRB) rulemaking that continues to significantly alter union election rules to favor unions at the expense of employee and employer rights.

ALFA offered testimony to the U.S. Senate Special Committee on Aging at a hearing entitled “Ensuring Quality and Oversight of Assisted Living".

140 executives interested in advancing excellence in senior living gathered at Senior Living Leadership Forum to share best practices, discuss top of mind issues. The forum offered executives briefings on topics shaping their businesses today and peer discussions groups to help find answers to some of the big shared questions on their minds.

Twenty-two year old Jackie Kerin, an ALFA public policy associate, spent five days living the life of a typical resident of an Emeritus Senior Living community in a new initiative called Fifty Years in Five Days. At the end of the week, Ms. Kerin reflected on her experience and developed a list of her Top Ten Impressions.

ALFA created 3 new award programs: Senior Living Community Leadership Award, the Senior Living Art Showcase and Communities Acting to Reduce Energy (CARE).

New York launched missing adult alert system. Read more about Action in the States.

Health and Human Services Secretary Kathleen Sebelius announced that the Administration will not be moving forward with the CLASS Act. Officials said the program has critical design flaws that prevent the program from being financially self-sustaining. Many had hoped that the CLASS Act would provide a viable, flexible option for Americans to plan for their long term care needs.

ALFA releases summary of the Executive Focus Group discussion, At Their Service, How to Serve Residents in the Dining Room and Beyond.

December

ALFA joined the National Healthcare Career Network (NHCN) to provide a new recruiting resource to the senior living industry.

ALFA announced the name of the annual conference and expo, COMMUNITY 2012. We hope to see you next year!

ALFA released list of life-safety solution providers for senior living operations.

1,939 senior living professionals joined ALFA’s LinkedIn group in 2011, resulting in 3065 group members debating terms like Facility vs. Community, and compiling lists of concerns for the Chief Executive/ Financial/ Marketing/ Technology /Medical officers of a senior living communities.

ALFA, its partners and senior living providers engaged in high-profile efforts to raise awareness of the elder abuse phenomenon in senior living communities and nursing homes. ALFA continues its campaign for company-wide zero-tolerance policy.

Thank You For a Great Year

The more than 550 senior living community providers and allied business members of ALFA exemplify the principles of choice, dignity, and independence for seniors. Thank you to our members, affiliates and chapters and industry partners for you hard work and dedication this year in an effort to improve the future of senior living.

“Future growth of resident-centered senior living and care relies on a regulatory framework that embraces choice, dignity, independence and quality of life for seniors, and encourages innovation, investment and entrepreneurialism in our field,” said Richard P. Grimes, president and CEO ALFA. “The focus on public policy helps senior living professionals to better understand the roles, concerns and priorities of regulators and policymakers.”

Thank you for your membership and support of ALFA all year long. Wishing you a wonderful holiday season and a Happy New Year!

-The ALFA Staff

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