PRIVATE REPORT LABEL MARKET
FnB Amenities in Multi Family and Senior Living Communities
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Community amenities are impacted anytime we have a social or cultural change, such as new technology or a shift in health and wellness. The goal of community amenities is to connect a resident to the property in a way that feels personal and unique and properties that do that well will always have a leg up on their competitors. Amenities with staying power feel like a decision the targeted demographic would have made on their own if they only knew they could. One such offering that has changed quite a bit over the last several years, that can really make a property stand out, is food and beverage, or FnB.
Nothing else feels hyper local quite like restaurants do. The biggest trend in food offerings in multi-family or senior living communities is to connect them to the local offering. This can be done with catering kitchens, demonstration kitchens, self-serve markets, or events. The biggest key here is commitment, an empty kitchen, or a market that is never well stocked is an obvious miss. It also doesn’t have to be done with food, if drinks are more manageable, properties can get that same connection that way. Coffee bars have been a favorite in communities for years, but while bringing in Starbucks is nice, bringing in the neighborhood coffee house in an area that prides itself on great coffee is even better.
“The goal of community amenities is to connect a resident to the property in a way that feels personal and unique and properties that do that well will always have a leg up on their competitors.”Photo Info: Revel Lakeway Lakeway, Texas
Providing alcohol for events is great but providing a locally well-known mixologist or supply from a local brew house creates that extra connection.
For senior communities, the FnB offering is even more important because that demographic is getting to a point where they want and need as much as possible onsite. When it works within the property’s program, full-service restaurants with multiple casual dining offerings are a huge asset to that age group. The connection to the local comes in the form of sourced ingredients, menus created by wellknown chefs, and food catered to specific diets.
When full service doesn’t make sense from a budget standpoint, providing dining spaces where neighborhood restaurants can cater frequent meals or provide event services is the next best thing.
Another amenity offering that we are hoping to see more of is community gardens. When we talk to our clients about personality types to consider, one of them we call “kindness keepers” or the curious class, they are the ones that thrive in environments that promote personal growth or provide them opportunities to enrich others.
“When we talk to our clients about personality types to consider, one of them we call “kindness keepers” or the curious class, they are the ones that thrive in environments that promote personal growth or provide them opportunities to enrich others.”Photo Info: Revel Palm Desert Palm Desert, CA Revel Folsom Folsom, CA MorningStar Kirkland Kirkland, WA
Community gardens can do just that while also appealing to other personality types, like “compressionalists” who appreciate the quiet calm of the outdoors, or “market makers” who want to socialize and network. In a senior living community, the connection to the outdoor and the sense of belonging are real factors that improve physical and emotional health, and aid in memory care, in addition to the benefits of fresh grown food.
While this is a moment of change for the hospitality market, multi-family and senior living can and should recognize it as their cue to innovate as well.
“In a senior living community, the connection to the outdoor and the sense of belonging are real factors that improve physical and emotional health, and aid in memory care.”Photo Info: Morningstar Hillsboro Hillsboro, OR
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