When it comes to congregate housing, the right amenities can make all the difference in the marketability of a community. People of all ages like to have options for dining, gathering and entertainment. In today’s senior living industry, an enticing clubhouse with a mix of unique amenities can be a differentiator for older adults exploring their housing options.

While some organizations have the opportunity to build a brand new commons area or invest in the addition of a wellness or performing arts center, other providers are re-evaluating and re-working existing space to meet consumer preferences and market demands. The modern clubhouse is the social hub for resident life, with spaces and programs that support holistic wellness.

Do you have the right spaces and mix of desirable amenities to provide a vibrant clubhouse experience that celebrates community and supports the active lifestyle that existing and prospective residents desire?

 

Dynamic Dining

Offering a variety of dining options continues to be a senior living industry trend, with no signs of change anytime soon. Our society has a more sophisticated, multicultural palate and desire for culinary experiences, and that preference is driving decision-making as people consider moving to a senior living community. Providers across the country have invested considerable resources in amping up their dining programs to deliver fresh food in a variety of settings.

From cafes and grab-and-go bistros to exposition kitchens, a pub or bar, and fine dining restaurants, residents want to be able to pick and choose when, where and what they want to eat. A bite at the bar before a show, a casual lunch al fresco with friends, a special food truck night or takeout to eat at home—they want the same freedom and options they enjoyed before moving to a senior living community.

“In conducting well over 100 resident focus groups in all areas of the country, we have confirmed that the well-traveled residents and future residents are demanding variety, flexibility and choice,” says Schelley Hollyday, founder of The Hollyday Group, A SCOPOS Hospitality Group Company. “There is a saying–‘Think of your favorite restaurant; now think of having every meal there.’  It would soon get boring. Communities typically have three dining options, but it is rapidly moving to four. There may even be flexibility within each venue. The concept of a permanent ‘destination dining’ venue is increasing in popularity. This space could offer an Asian experience one month and convert to a steak house the next. These varied dining experiences are attractive to current residents and a significant draw for prospective residents.”

Does your dining program receive rave reviews?

Learn more about The Ever-Evolving Dining Experience.

 

Holistic Health & Wellness

Staying healthy and active means different things to different people, so communities continue to broaden wellness initiatives across campus. Residents benefit from access to amenities that support physical, mental and spiritual well-being. The long list of amenities found in today’s communities include:

• State-of-the-art fitness centers
• Natatoriums
• Yoga/meditation rooms
• Chapels
• Gardens and greenhouses
• Walking paths
• Pickleball courts
• Bocce courts
• Putting greens
• Spas, salons and barbershops
• Learning centers

Is your community amping up health and wellness initiatives?

 

Inspired Arts & Culture

Adding to the health and wellness focus is access to artistic and cultural activities. For instance, some providers are expanding the typical craft room into full art studios where residents can explore painting, pottery and more. In addition, beyond a movie theater, some communities are investing in performing arts centers to support larger gatherings for concerts, lectures and dramatic performances.

“Our Life Plan Community residents have expressed a desire to enjoy a diverse array of stimulating and sophisticated cultural experiences on site,” describes Christian Health CEO Doug Struyk. “Our Performing Arts Center (PAC) is actively engaged morning, noon and night with expert lectures, pertinent community discussions, top-shelf musical concerts, the latest movies and much more in a setting that provides outstanding acoustics and utilizes expansive technologies. The PAC setting is a signature feature that regularly contributes toward residents making the decision to call The Vista their home.”

Does your community inspire resident creativity and expand their cultural perspective?

 

Gathering & Relaxing

The design of the modern clubhouse is not all about action and active amenities. Some residents desire the opportunity to sit, relax and observe—both inside and outside. Whether up close or from afar, they want to see what is going on even if they don’t feel like actively participating. Furthermore, some residents are looking for locations to enjoy discussions with a gathering of friends or a special spot to sip coffee and read a book. Spaces for observation and conversations are important amenities to consider.

“Broadview’s modern and vibrant common spaces are the perfect reflection of the engaged member that calls the community home,” says Ashley Wade, executive director of Broadview at Purchase College “Our beautiful and inviting environments offer the ideal setting for mentoring a student or relaxing after a morning walk. The thoughtful and nimble design encourages mingling as easily as solitude. Few things are as rewarding as walking through The Commons and catching a glimpse of the myriad of activity occurring.”

Does your community offer residents different destinations for gathering and relaxing?

 

Memorable Placemaking

The design of amenity spaces is about placemaking. The intent is to create desirable destinations that entice residents to explore and participate in a variety of activities. You are giving them more than space; you are providing the opportunity for meaningful experiences that foster a sense of community. And that is what they are looking for!

Whether new construction, an addition or renovations, there are a few things to consider when striving for memorable placemaking.

Indoor/Outdoor Connections – In addition to planning a variety of indoor and outdoor amenities, it is important to create connections between the two. This strategy infuses interior spaces with ample daylighting while allowing gatherings to extend from the interior to the exterior. Think about the placement of courtyards, patios, gardens, etc.

Flexibility – Developing space plans that can flex in size to support different groups and activities is a future-focused strategy. It allows you to provide residents with the space they need to accommodate any club or group they desire. In addition, it supports efficient operations by maximizing space utilization.

Lighting & Acoustics – Our senses play an important role in our experiences. Proper lighting and acoustics make environments more enjoyable. Furthermore, a variety of light sources with dimming options adds another layer of flexibility to a space. Lighting, along with thoughtful acoustic solutions, achieves the desired ambiance and supports the intended use of the area. Everyone likes to see and hear things and avoid squinting, shouting or repeating conversations so they can be heard.

Branding, Art & Accessories – Last but not least, details matter in placemaking. Branded environments reinforce the intent of a space and influence the overall experience. From signage and uniforms to carefully curated art and accessories, design details set the scene and invite residents to a distinct destination.

 

Every community and every market have nuanced differences. Understanding the needs, wants and lifestyles of current and future residents will help you decide the must-haves for your modern clubhouse experience. Are you providing your residents with a desirable social hub that supports holistic wellness and celebrates community? If not, it is time for a change.