BUSINESS
It’s YOUR Business
years 25 of service
MORNING POINTE SENIOR LIVING CELEBRATES TWENTY-FIVE YEARS Morning Pointe Senior Living, a Tennessee healthcare corporation based in Chattanooga, will mark twenty-five years of service to seniors throughout the calendar year 2022, as the assisted living and Alzheimer’s memory care company celebrates its founding in 1997 by healthcare entrepreneurs Greg Vital and Franklin Farrow. What originally began as a healthcare real estate development company quickly transitioned into a mission-centered management company dedicated to changing the lives of aging residents well into their retirement years. Today, Morning Pointe Senior Living serves over 1,700 residents with 1,600 associates providing individualized care for thirty-six (and growing) campuses across the Southeast—all with Vital and Farrow still in the captains’ chairs, charting a path for the next twenty five years and beyond. They remain one of the few entrepreneurs left in the senior living industry who are still involved in the daily operation of the company they founded. “A quarter century ago, Franklin and I cast a vision to bring a better senior living offering to complement skilled care in the Southeast, and as we look back across those years, I believe we have accomplished that vision and more,” stated Greg Vital, president of Morning Pointe. “It has
been an honor to provide compassionate care wrapped in hospitality and socialization to thousands of residents throughout these twenty five wonderful years.” Morning Pointe Senior Living’s thirty-six senior living campuses in five states across the Southeast focus on two niche services: assisted living and Alzheimer’s memory care. Innovations like a farm-to-table dining program, in-house physical and occupational therapy program partnerships, along with a patented Meaningful Day™ memory care program for residents living with Alzheimer’s disease have added value to an already thriving business model. This innovation—combined with improvements in healthcare and technology—has helped Morning Pointe associates continue to efficiently serve a growing population of seniors. In 2022, the company will open a new senior living campus in the Knoxville area, and a new Alzheimer’s Center of Excellence in Powell, Tennessee. A new senior living campus is planned for North Georgia in 2023. Independent living as a service is also on the horizon as more and more seniors enter retirement looking for no-hassle living.
THE EARLY YEARS:
INDEPENDENT HEALTHCARE PROPERTIES
Greg Vital and Franklin Farrow, associates at a previous company, both decided to leave their prior roles to launch a new venture in 1997. Independent Healthcare Properties (IHP) was created out of a vision to bring a new line of business focused on a more engaging and active senior living to skilled care partners. “IHP was born as a commitment to providing a new opportunity of care and living for seniors,” says Vital. “We felt that this newer business concept focused on compassionate care while still allowing an independent lifestyle was the vision that our skilled care partners needed. A plan was laid out and methodically implemented that brought us to where we are today.”
26 | APRIL 2022
