The Morrison Way, Issue 3 2015

THEMORRISONWAY ISSUE 3, 2015

TRENDING TOWARD THE GREATER COMMUNITY A MESSAGE FROM THE PRESIDENTS

BY KEVIN SVAGDIS, JOE GORMAN TRENDS IN SUSTAINABILITY Compass Group USA Is Going Cage-Free INSIDE INNOVATION Communities Thrive On The Energy Of New Ideas CHANGING LANDSCAPES Community Transforms Senior Living MEMORY CARE Promoting Connectivity & Healthy Engagement Through Food, Nutrition & Environment MARKETING Programming Inspires Time Travel At The Table TOWARD A HOSPITALITY MODEL Making Tip-Top Service The Standard, Not a Trend

WE ENRICH THE LIVES OF SENIORS EVERY DAY

TRENDING T O W A R D T H E GREATER COMMUNITY A MESSAGE FROM THE PRESIDENTS We are excited about change—not just around our name and brand of Morrison Community Living, but in our industry. Our company has been built on a dynamic, innovative approach to delivering quality service and a commitment to raising the standard in senior living. Our market is rapidly changing, which challenges and inspires us to serve in new, even better ways. We are placing more emphasis on engaging with the greater community and elevating the standards of service. Our new name— Morrison Community Living—captures our holistic approach to serving and linking generations.

This rebranding speaks to many findings in our Super Trends in Senior Living Report, which frame this issue of The Morrison Way. As the boomers move forward as a “Silver Tsunami,” they wield the power and savvy to transform the landscape of senior living. They demand online and social media links.

They expect a level of service that matches or exceeds their wide (even global) experiences. They— alongside our diverse resident roster—represent an exciting time for our industry and an opportunity to raise the bar with outstanding service.

In this issue you will find great ideas to keep pace with and leverage these trends. From Memory Care, to Marketing and Hospitality-Centric Dining, keeping a constant pulse on the market is key to ongoing success.

We thank you for being champions of change and for sharing in our purpose of enriching the lives of seniors every day.

Kevin Svagdis Division President

Joseph Gorman Division President

TRENDING NOW Trends in Sustainability The chicken and the egg both come first at Compass Group USA. The company’s recent announcement that it will buy liquid eggs only from cage-free sources by the end of 2019 means that more than 1 million hens will be removed from battery cages each year. Compass Group USA, the leader in foodservice management and support services, purchases 30 million pounds of liquid eggs. The decision expands a 2007 Compass policy to purchase cage-free shell eggs, which affected the purchase of 48 million eggs a year. The egg policy contributes to better farm animal welfare, food safety and sustainability.

Suppliers will be prepared for the transition thanks to months of planning and collaboration. By 2019, they also will be required to meet Humane Farm Animal Care standards, which are upheld by a third-party auditing group.

Inside Innovation Communities thrive on the energy of new ideas, especially those that come from within our own company. That’s why we celebrate our 2015 Innovation Invitational winners, who offered great insight into improving and advancing Morrison Community Living.

We are pleased to announce the achievements of these creative minds and thank all those who shared their innovations with us!

H OW TO

FOLLOW Morrison Community Living

Wellness: Health to Home, Diane Collins, Chelsea Retirement Communities Resident and Family Engagement: Golden Gardens, Julia Berkelhammer and Chef David Hutto, The Village at Summerville Environmental Services and Hospitality: Mystery Diner, Kara Superczynski, Smith Crossing Technology: Associate Engagement Communication Station, Carolyn Rigterink, Masonic Pathways Sales and Marketing: Cooking with Kids, Danielle Cataline, McLaren Central Michigan

Morrison Community Living

@MorrisonCLiving

Morrison Community Living

CHANGING

LANDSCAPES Overlooking Spring Lake, this Village Transforms Senior Living With the mild climate of wine country and views of a spectacular 72-acre lake, Spring Lake Village always had a great setting for fitness and activities.

That landscape is now more fully realized with an award-winning $127 million renovation and expansion project that has opened up more activity spaces, created 62 new residential units, and introduced popular healthy dining amenities (such as a bistro) that make Spring Lake Village a hub of wellness and health.

Already there are significant positive metrics at Spring Lake Village: the 62 new apartments have seen a 100 percent deposit rate, with 96 percent sold; the percentage of residents participating in fitness programs has risen from 40 percent to 60 percent; and the community won an honorable mention at the 2015 Environments for Aging Design Showcase and the Santa Rosa Press Democrat reader’s choice award for best senior care facility in 2014.

“We have a beautiful setting, and now we have space with flexible use,” said Spring Lake Village Executive Director Sharon York. “Those spaces represent all the dimensions of wellness, from fitness to lectures to art classes and book discussions. If we need to do some things differently in the future, these big beautiful spaces can be part of something else.”

The versatile, open design is everywhere, from the display cooking in the bistro to the glass walls of the arts and crafts/meeting room to the great sightlines from the auditorium’s terraced seating.

The great room, clubroom and dining room can morph into a multipurpose gathering space of more than 3,500 square feet, simply by opening the new large doors connecting the rooms.

“We saw how this worked elsewhere to reinforce the sense of community,” said Kirk Anderson, a

Spring Lake Village’s transformation was driven by several trends in senior living, including more choices, flexibility and upscale options desired by baby boomers—not to mention a greater emphasis on wellness. The renovation included a new auditorium fitness building with aerobics space, wellness program areas, therapy pool, spa and exercise room. Near the Village Center, residents can enjoy outdoor dining, bocce, pickle ball, shuffleboard and table tennis. © Copyright Chris Cooper/Courtesy Perkins Eastman

We have a beautiful setting, and now we have space with flexible use.

Š Copyright Chris Cooper/Courtesy Perkins Eastman

© Copyright Chris Cooper/Courtesy Perkins Eastman

principal with Perkins Eastman who manages large design and consulting teams working on senior residential care environments. “As the phases of the project open and the spaces are used, we are hearing how much the residents love it.”

offer fireplaces, large windows, vaulted ceilings, open floor plans and patios or balconies. The largest villa includes an underground garage with 51 parking spaces and an entry court with a green roof-garden.

The bistro, designed in partnership with Morrison Community Living, helps meet the demand for expanded hospitality. More senior living communities are adopting the trend of options— this includes fine dining settings along with casual, grab-and-go options. The bistro includes a coffee bar with light meals, and to promote healthy eating, food is sourced locally whenever possible.

Sustainability is a growing value for seniors, and Spring Lake is pursuing LEED for Homes certification, a rating by the U.S. Green Building Council to verify environmentally-sensitive features. Mindful of drought issues, the renovation and expansion used water-saving plumbing fixtures and native plants that help limit irrigation use.

“The boomers have higher and higher expectations that are driving more choice and comfort,” Anderson said. “They want a range of dining and amenities, and they want more square footage in their living space. Their expectations are changing senior living campuses and the market landscape.”

The expansion, known as West Grove, includes 62 independent living apartments clustered in villa buildings and cottage duplexes. These homes

At Spring Lake Village, the changes have created a domino effect of greater community. More open spaces invite more users and attract more programming. As more residents feel included, they participate more, and the space feels even more vibrant. A well-designed senior living community like Spring Lake Village sustains itself. “We are very much poised for the future,” York said.

© Copyright Chris Cooper/Courtesy Perkins Eastman

LESSONS LEARNED Spring Lake Village Executive Director Sharon York and architect Kirk Anderson offer wisdom gained through the renovation process: • May help avoid opposition later when your project seeks local governmental approval. Neighbors can provide important design guidance.

• Loop in residents. A resident council is helpful to provide feedback and design suggestions. Expect turnover in resident leadership; stay patient. Quarterly meetings with all residents also build trust and openness.

• Fulfill commitments to residents. Spring Lake Village promised to continue all programming during construction, and that meant using a large climatecontrolled tent for a class auditorium.

• Keep a thick skin. “You will face resistance to change, so be comfortable with the reasons you are making the changes,” Anderson said. “Calm and tactful communication leads to success.”

MEMORY

CARE

DIGNIFIED DINING PROGRAM PROMOTES CONNECTIVITY & HEALTHY ENGAGEMENT THROUGH FOOD, NUTRITION AND ENVIRONMENT As dementia and related diseases continue to rise among seniors, so does the importance of nutrition, communication and a positive environment. To address those needs, nine Morrison Community Living nutrition and wellness experts drew upon their combined 150 years of experience to create the innovative Dignified Dining program. In it, food and meals are a language that can help seniors with dementia maintain their highest level of functionality as long as possible.

THE PROGRAM EMPHASIZES: A place to reconnect. A home-like dining environment can help stimulate positive “food memories” and being around others can provide important behavioral cues.

“Through food, we can help people with dementia reconnect with their environment and people, helping them to live at their best,” said Morrison Senior Director of Nutrition & Wellness, Jessica Shyu, M.S., R.D. Person-centered focus, person-directed care. This includes always using the resident’s name, knowing his or her food preferences and not modifying the plate without asking.

Follow a “Food-first” principle that offers and honors choice. One food is presented at a time. Consider serving finger foods such as sandwich wraps, and sliced fruit when appropriate. Pureed entrees in smoothie consistency and fortified soups can provide adequate nutrients for residents who may no longer be able to chew.

Enhance the dining experience through verbal, physical and environmental cues. For example, providing contrasting colors and natural lighting in the dining environment helps create dignified dining.

The program incorporates the latest research from Alzheimer’s Disease International, the global federation of associations focused on this disease.

Dignified Dining’s innovative and adaptable action plans equip care partners—dietitians, chefs, nursing care teams and family members—to provide consistent, compassionate dining experiences. A comprehensive checklist of enhancements and assessment tools measure the effectiveness of Dignified Dining at each participating senior living community.

“Dining should be person-centered,” said Shyu, who led the three-year effort to create Dignified Dining.

“While people with dementia may gradually lose the ability to communicate verbally, they are still communicating with us through their behavior, facial expression and body language. It is our job and and duty to understand them and help them maintain their health status the best we can.”

Diner Days

MARKETING:

HOW DINER DAYS PROGRAMMING INSPIRES TIME TRAVEL AT THE TABLE Dining should never be a stale experience, but sustaining interest is a huge challenge. How do you come up with a fresh direction and ensure successful marketing?

For the Morrison Community Living marketing team, looking to past success laid the foundation for a new creative path. After the Travel the World program won the 2014 Innovators Practical Solutions Award from the International Council on Active Aging, the team brainstormed how to capture the excitement of travel in a new way.

The answer: traveling back in time through Diner Days, a comprehensive dining program centered on recreating specific tastes, sights, smells and sounds that bring pleasant memories to life.

The four eras of Diner Days focus on distinct periods of American culture. The 1930s return through the Radio Days, when families gathered around the AM broadcasts for news and entertainment.

The Jukebox Days recalls bobby soxers and the jitterbug. Disco Days brings back the mirror ball, and Pop and Rock celebrates the recent food, music and styles of the 1990s to the present.

“We want to tap into that feeling and memory of walking into the diner with your parents

back in a decade like the 1930s, when everyone listened to the radio together, or the 1950s, when favorite songs played on the jukebox,” said Morrison Community Living Director of Marketing Regan Medzhibzher. “Our Diner Days program brings residents their favorite foods from years past, highlighted through blue plate specials and special menu offerings like homemade milkshakes. There’s music they remember from childhood and young adulthood.

It’s a nostalgic experience for residents and their taste memories, wrapped up in a modern day dining experience.”

The fun starts with Morrison’s tips on relevant décor, music selections and online videos (such as clips from retro TV shows), and materials such as posters, menus and trivia. Senior communities expand from there, with special table toppers, a photo booth, even an Elvis impersonator.

Feedback has been overwhelmingly positive.

“This is all about driving resident satisfaction through a special menu and the marketing around it,” said Medzhibzher. “The dining room is transformed into the theme, associates dress the part, the music and trivia tie in—it’s an encompassing approach to engage and enrich the lives of all of our residents.”

Tweeting nostalgia for greater community The Diner Days campaign includes social media marketing to promote Diner Days beyond the dining room. “We know from our Super Trends in Senior Living Report that digital marketing is an important way to reach family members and clients and tell your story,” said Morrison Community Living Director of Marketing Regan Medzhibzher.

It’s an important way part of spreading the message, expanding the reach of the program and engaging with the greater community.

A HOSPITALITY MODEL

TOWARD

MAKING TIP-TOP SERVICE THE STANDARD, NOT A TREND More seniors expect great service in their living community, and they’re unwilling to settle for less in dining. To meet that challenge, lead with service-centric actions, like these below from Morrison Community Living’s Senior Corporate Executive Chef John Rifkin.

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MAKE HIGHER HIRES. “Service by high school kids is not going to cut it,” Rifkin says. Start by hiring professional servers and offering a “Robust education to make sure your service personnel remain true to your dining concept.” Diners with physical or memory issues must be served with compassion and dignity.

AVOID BLAND EXPECTATIONS. Just offering basics like chicken noodle soup at every dining venue “is kind of vanilla, and not very exciting” he says.

“Each venue—whether quick service, formal dining, or marketplace bistro— has to be true to its concept, or diners will not benefit from the overall variety and value.”

3 MIX IT UP. Gastropubs with liquor licenses offer opportunity for greater socializing. Even mocktails offer an exciting opportunity and a chance to spice things up a bit minus the alcohol.

5 PROMOTE INGREDIENTS WITH HEALTHFUL PROPERTIES. Turmeric, for example, promotes digestive health and decreases inflammation. “Don’t be afraid to introduce foods to help people live better,” Rifkin says. “Seniors are making better decisions about what they put in their bodies.”

7 LOCAL ROOTS, STRONG MAGNET. More seniors insist on knowing where their food comes from and making sustainable choices. Locally grown organic produce is a green reason to choose where you will live in later years.

4 CREATE SHORT-TERM BUZZ. Limited time and distinctive recipes create excitement. Set up a pop-up restaurant with regional cuisine like shrimp and grits, or a special holiday meal.

6 OFFER FOODS THAT CAN PROMOTE WELLNESS. “One in nine people will have some form of dementia, and many seniors are choosing foods to boost brain power,” he says. “Offering fresh juices and certain herbs on the menu is a proactive approach.”

WE ENRICH THE LIVES OF SENIORS EVERY DAY

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