A Question in Lingo

The other day as I wandered through the Senior's PASS fair in Port Coquitlam I had the opportunity it speak with a number of marketing managers from the local seniors housing community and in most cases we talked about perception. About the perception of what it is to live in one of these new communities. You'll notice I use the term "communities" not "facilities" or "homes."

In my most recent column I wrote about the elegance and comfort of these large and increasingly glamorous properties and let me assure you, they are all of that and more. They offer choices and a variety of options to enhance the experience of living there. I thought about my own options as I move towards 2011 and turning 65. Many of the new communities are no different than your typical condominium the only difference is they are more engaging, in that there is a greater opportunity to join your neighbours for dinner, or lunch or breakfast or not. They are friend development communities.

For to long the lingo has challenged the offering, limiting the perception, using out of date terms like old, senior, care, facility, assisted as apposed to engaging, changing, fun, opportune and diverse. How we interpret the words often distorts opportunity to engage in relationships with others and we end up choosing to be alone. It seems a bit of a waste given the limited amount of time we have in life.

Is that what retirement is about, withdrawal, I think not as retirees themselves make up our greatest volunteer resource. And yet, much of those vast resources are used up caring for others who are living in their homes...alone and in many cases by their own choice. It is a bit odd isn't it, to choose to be alone, but again it is only my opinion. I know there are those of you thinking I can't afford it. I don't know if that is true or not, but it would be my suggestion to investigate before closing the door to the option.

I am looking forward to my up coming tour of the new Astoria Resort in Pt. Coquitlam. It is centrally located in a mature and established area with all the amenities. Like its neighbour the Mayfair, it offers adult living lifestyles with the opportunity to a live fully engaged life or not, it is the individuals' choice. However, having toured many other properties like these, I find it hard to believe one would not want to be involved as they are not particularly styled for the loner.

In many cases the choice of not going, are based on terms that slant peoples perception in the negative as apposed to the positive and in many case the industry itself is guilty of living grammatically in the past. They have to change linguistically if they are going to attract a larger percentage of the retirement market to this lifestyle.

They also going to have to change how they market themselves and use broader based media groupings, the traditional strategy has to change in order to attract a younger core. The investment will prove to be much more profitable as it offers a better chance to fill the existing vacancies and those of the new properties coming on line.

The industry has to look at how areas like Yaletown are being marketed. It has to give more presence to the attractive lifestyle it is offering the mature adult. What they have developed is something completely different than has ever existed before, something that offers a chance for a new and completely invigorating community. Places where those living there are completely engaged and involved. Like most new condominiums they offer fitness areas, large and luxurious suites, a high level of security, but they also offer a longer term look at aging in place with universal planning to accommodate changes in health which most traditional condominiums don't.

To those who are considering a move, if you change your lingo, I think you will find the concept enticing.

Live well and be involved,

David Hutchison