New president and CEO discusses rebranding and credentialing programs
By James Balda
The Assisted Living Federation of America, which advocates for excellence in senior living, is taking big steps to transform into an organization built for the future.
Senior living, which includes the broad continuum of independent living, assisted living and memory care, is on a growth trajectory at a time when there is a looming retirement crisis in this country. To help lead the industry, ALFA is realigning its programs and refining its focus at the state level. We are also developing standards and enhancing programming for the purpose of creating even greater value for our members and their residents.
As part of this process, we’re restructuring our membership to support a more inclusive and united industry dedicated to protecting choice, supporting independence, and enhancing quality of life for older adults.
Our dues historically have been determined based on maximum resident capacity, which meant that very large members funded more than half of ALFA’s membership dues. Dues now will be based on a tiered structure with flat rates for membership levels, creating a more democratized and diverse membership base.
ALFA not just for assisted living
Part of this change is a rebranding effort, which will result in a new identity for the association in 2015. This is because we are no longer defined solely by assisted living, but all aspects of the senior living business.
Today, more than half of the 80 largest senior living providers are among our members. We have also expanded our board, bringing new leadership, ideas and enthusiasm to today’s business challenges.
The board is committed to raising the bar of excellence in senior living and has formed several special committees focusing on developing work programs in the areas of standards, state advocacy, branding and credentialing. While senior living is already regulated in all 50 states, we seek to highlight the excellence in service offered by those professionally managed communities that go above and beyond in serving residents and their loved ones.
The Credentialing Committee in 2015 is completely devoted to developing an assisted living executive director credential and in 2016 plans to roll out test opportunities for executive directors.
Understanding that strong state partnerships are our best defense against federal regulation, ALFA has reenergized its focus and is now working closely with our state partners. This will position us for common-sense reform, and ensure a consistent and flexible legislative and regulatory framework at the state level. We want to achieve this while maintaining consumer choice, which continues to be a hallmark of this great industry.
I was brought on as ALFA president and CEO in January. I have experienced and led many transitions during my long career in associations and understand the value of building on a solid foundation. ALFA’s excellent leadership and innovative members prepared us for the last 25 years, and we are now poised for success in the next 25.
80-and-over population to reach 28 million by 2040
By 2040, aging baby boomers will push up the U.S. population age 80 and over to 28 million, according to a 2014 study from the Harvard Joint Center for Housing Studies and the AARP Foundation. That’s more than three times the number in 2000.
Many of these individuals will experience some degree of dementia or Alzheimer’s, a rapidly expanding disease that is expected to impact 16 million people by 2050. These boomers are looking for options to call home for their parents and, in a decade or two, perhaps for themselves.
Many seniors and their families turn to senior living communities to have the necessary support they need to continue caring for their loved ones. While providing excellent quality of care, it is quality of life that has made community living such a popular option for older adults. Seniors who were isolated in their own homes, without friends or
purpose of life, thrive after moving into a senior living community.
The senior living industry is well positioned to be part of the solution for this pending crisis on long-term services and supports for America’s older adults.
Assisted living is home for our residents and typically 50 percent less expensive than a skilled nursing facility. Over 80 percent of our residents pay from their own private resources, with many assisted living options available at various price points including large or small, urban or rural, high-rise or single level.
Currently, more than 735,000 seniors live in senior living communities where they can get the assistance they need when they need it while maintaining their privacy, dignity, and respect with the assistance of a professional, caring staff. A poll taken in 2013 showed that 94 percent of assisted living residents indicated they were satisfied or very satisfied with the overall quality of life in their community.
The investment community is also keeping a keen eye on the expanding need for high-quality housing for older adults. NIC data show that more than $17 billion in seniors housing and care properties were acquired in 2014, up nearly 20 percent from 2013.
I am proud, excited and energized to be part of the future of this great industry. ALFA is busily preparing for its annual conference and expo in Tampa, Fla., from May 4 to May 7, where we will be unveiling our new brand identity, reflecting and celebrating the past 25 years of this great association and industry, and sharing a glimpse of what is to come in future years. Please join us there and I’d be happy to share more information about ALFA’s new focus and direction.
Registration information is available at http://www.alfa.org/alfa/Conference__Expo_for_Senior_Living_Professionals.asp and ALFA membership information can be found online here, http://www.alfa.org/alfa/ALFA_Membership.asp.