Helen Foster, Foster Strategy, LLC

1. AGELESS & INTERGENERATIONAL
PLANNING PERSPECTIVES
Housing Conference – May 16 2014
Helen Foster
Foster Strategy, LLC
FosterStrategy@gmail.com

2. The 50+ Market is EVERYONE’S MARKET
 Persons 50+ represent half of all U.S.
homeowners.
 Over one in every eight (or 13.1%) of the
population is 65+. The ratio increases to one in
five as the last Boomers turn 65 in 2029.
 Persons reaching age 65 have an average life
expectancy of an additional 18.8 years.
AN AGING POPULATION
OUTLOOK & OPPORTUNITIES

3. WHERE WILL WE LIVE AT 55+?
 90% of consumers plan to “age in place” in a
traditional home versus move to an age-
qualified community (AARP, 2011)
 Age-qualified housing developers serve only a
tiny fraction of the age-qualified audience …
3%, 5% (7% of people over 75 - NIC)
“… Leading-Edge Boomers will not settle gracefully
into a quiet retirement and decide to move to
traditional seniors’ housing communities for years (if
they ever do).”
John McIlwain
ULI, Housing in America, The Baby Boomers Turn 65

4. FAMILY CHOICESINDIVIDUAL CHOICES
Nursing
Care
55-75 80-90Entry
Ages
µ=Approx 60 µ=Approx 65 µ=Approx 78 µ=Approx 82 µ=Approx 84 µ=Approx 85
Age-Targeted
Community
Age-Qualified
Community
CCRC
Independent
“Congregate”
Living
55-75 70-9070-85
Assisted Living
or
Alzheimer’s Care
80-90
Active Adult Service Enriched
THE 55+ HOUSING CONTINUUM
AGE-TARGETED, AGE-QUALIFIED, SERVICE-ENRICHED

5. 55+, AGELESS & INTERGEN
 Why AQ?
• Needed by communities
• Wanted by consumers
 As developers, we all serve consumers
50+,
or we will
 Ageless development and
intergenerationalism: essential to the long-
term appeal and sustainability of all built
communities – especially age-qualified

6. “AGELESS PLACES” ARE “BEST
PLACES”
Livable Communities,
Best Places to Live,
Best Places to Retire,
and Best
Intergenerational
Communities …
ALL are characterized
by similar criteria …
Ageless
Places
Connections
with Others
Choice &
Individuality
Mobility &
Access
Livability &
Aesthetic
Appeal
Health &
Vitality
Security
and
Stability
Inspiring &
Fun Places –
Indoor & Out

7.  Ageless living … accommodates all,
but with thoughtful attention to 50+
consumers
 “Build for 50+ and you build for all,” but
the reverse is not true … and so it
goes for intergenerational
programming
AGELESS LIVING
A NEW APPROACH

8. AGELESS & TERGENERATIONAL:
PLANNING PRINCIPLES
 Promote organic, “at will” connections
 Seek to extend one’s current lifestyle
(not too programmed, paternalistic or
aspirational)
 Start with family
 Find “neutral ground”
 Promote “aging well” in the community

9. Me My Group
Affinity
Group
Mass
Meaningful
Experiences
50+ Consumers …
WHAT DO THEY WANT?

10. RANCHO MISSION VIEJO
 South Orange County, CA –
A working ranch, a 25,000
acre reserve, and a 24,000
acre masterplan
development
 Ultimately will encompass
14,000 homes, 6,000 of
which will be age qualified
55+
 Why “AQ”? – density, dual
absorption, marketability

11. RANCHO MISSION VIEJO
 Many builders. Masterplan
developer handling
development/programming of all
community amenities and shared
community assets
 Desire to appeal to a broader
market segment (than AQ’s
standard 5%’ish)
 A fresh approach to ageless living
… “remove the barriers”

12. RMV: AQ APPROACH
 Location as key amenity: naturally intergen
 Leverage connections with the BROADER
community – package the FULL experience
 Provide depth, variety and relevance – but be
mindful of scale (max value in HOA)
 Promote “active” and “passive” uses of
space, resident-driven programming
 Promote intergenerational interaction, but
thoughtfully mix separate vs. shared
amenities

13. LIFESTORY RESEARCH - RMV
0% 10% 20% 30% 40% 50% 60%
Parks
Food & Beverage Facility
Meeting Room
Community Center
Arts & Crafts Room
Social Area
Game Room
Playground
Athletic Workout Room
Swimming Pools
Health & Fitness Center
Keep Feature Separate
Which features do AQ prospects (ages 50-69) want to keep separate?

14. Rancho Mission Viejo: Gavilan (55+) Clubhouse

15. Rancho Mission Viejo: Ranch House Pool & Splash Zone

16. Rancho Mission Viejo: Outpost Pool

17. Rancho Mission Viejo: Outpost Firepit

18. Rancho Mission Viejo: Guest House/Welcome Center

20. WILLOW VALLEY COMMUNITIES
 A paradigm-busting continuing care
community located in Lancaster, PA
 Has attracted more than 2,500 residents
from 37 states
 In its most recent expansion, the average
age at move-in in is 67
 Delivers a thoughtful/expansive mix of
“ageless” resident infrastructure and
programming

21. Willow Valley Communities: Aquatics at The Cultural Center

22. Willow Valley Communities: Camp Willow

23. Willow Valley Communities: The Clubhouse (opens July 2014)

24. Willow Valley Communities: The Clubhouse (opens July 2014)