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We used to equate senior housing to sometimes-shady nursing homes with grumpy staff.

Its image has since evolved into peaceful, near-lux facilities where older folks can relax, get quality care, and socialize with each other.

Source: Yarn

Now large operators are spinning new tricks — like trying to , with the goal of fostering vibrant community life through intergenerational mingling.

In urban neighborhoods, they’re building (and marketing) amenities that blend a senior living community with the public, such as:

• Coffee shops
• Art galleries
• Theaters
• Community pools/event spaces

Sounds fun? Wait for the caveat. 

Quick Context

If you feel like there’s something off about a public-facing coffee shop in an old folk’s home…

That’s because it’s mainly a marketing stunt.

Assisted living facilities built in town centers, where a commercial coffee shop would survive, means that:

• The individual units are tiny and stacked on top of each other
• There’s little to no outdoor space
• The more in-need residents (older, under memory care, etc.) are bundled up with healthier 55+ folks, who do want to be closer to the action

Something for everyone… or is it?  Source:

But hey, assisted living and memory care aren’t as lucrative and easy to market as a senior-oriented luxury apartment complex in the heart of a city. ??♀?

That’s also why these facilities are  and making it unaffordable for many families in need.

“We're on the verge of an assisted living housing crisis,” said Kristin Kenzy, founder of . “We need to add 100k+ units into US inventory by 2030 to accommodate the needs of aging Boomers, and that’s just not gonna happen.”

Where’s The Main Solution/Opportunity?

Intergenerational housing, for starters.

It can be an effective solution to two problems: the  among seniors, and the  for Gen Z.

In the last 50 years, residents of these households have . But it’s far from enough.

Some projects in Canada and The Netherlands are trying to build shared living quarters for students and retirees.

“We need to re-normalize intergenerational households, and provide products and services to ease US culture back into it,” Kristin said.

Currently, most communities aren’t designed for a diverse age group, so seniors still feel disconnected even if they’re physically closer to a younger crowd.

So developers can work with creative teams to reimagine these communities, and better integrate residents of all ages.

Some other opportunities:

Run Events for Community Venues

A coffee shop where people stop on their way to work might not be the way to integrate different generations.

But there’s still potential for the galleries, theaters, and other art & leisure venues built within these communities.

You can start a company that specializes in senior entertainment, like hosting gallery exhibitions, bringing in theater productions, or even running your own take on  (a London social club where seniors party, 1940s-style).

Source:

Or, build an app for non-residents to book and use community resources, like pools, parks, and event spaces. Work with the site managers to ensure the public enlivens the seniors’ lives, not disturb them.

On-Demand Services

There’s no shortage of services in these places, but white space still exists:

Companionship

 is a platform that connects lonely seniors with “grandkids on demand” or “pals,” who provide companionship and do simple favors. You can build a competitor that targets young people who live close to, or within, these communities.

Besides, younger generations are drawn to (or just want to relax in a retirement community), so they might even pay to come hang out with lovely old folks.

Transportation

Self-contained retirement communities are ideal for autonomous vehicle services because they’re easier to navigate, require lower speeds, and boast a strong mobility demand.

Last year,  rolled out self-driving minivans for a .

Legal Help

Some of the residents might be thinking about estate planning or wills. We can see an opportunity for on-demand legal assistance when the need arises.

Final Note

Senior housing is a  market. Investors pumped billions into the sector, and despite a COVID slump, occupancy rates are now .

It can be a good deed, as well as a great opportunity, to boost the living condition and care for aging Boomers.

But if you’re mainly in it for the bottom line, maybe the wealthy and healthy 55+ folks are more of your target market.

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