LeadingAge seeks input on new name for CCRC

In an ongoing effort to find a new name for continuing care retirement community (CCRC), LeadingAge has launched an online survey via which it is accepting ideas until Feb. 15.

As Long-Term Living first reported in April 2014, LeadingAge partnered with member Mather Lifeways for the renaming effort, which it called the CCRC Namestorm, to create a term to replace CCRC—gradually—with something “more aspirational and attractive to future residents and their families.” They held three in-person events in April and May 2014 and welcomed additional ideas via an online submission process. LeadingAge reports that hundreds of its members have held their own “Namestorming” sessions.

In April, LeadingAge President and CEO Larry Minnix said the two entities hoped to announce conclusions and recommendations at the group's annual meeting in October. At that meeting, however, LeadingAge Board Chair David Gehm told attendees that marketing professionals and others on the Namestorm team were continuing to examine ideas generated through brainstorming activities at various member sites. In August, LeadingAge had reported that themes of community and life-living had emerged from the brainstorming process.

Among the marketing firms assisting in the process:

• Sharon Brooks and Associates (SB&A),
• GlynnDevins,
• Varsity and
• Love & Co.

The organizations now hope to announce their recommendations by the spring.

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