Seniors Housing Business

ASHA 2016

Seniors Housing Business is the magazine that helps you navigate the evolution of the seniors housing industry.

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AS H A 16 2016 ASHA 50 2016 By Jane Adler Consumers need a compel- ling reason to move to a senior living community. That simple idea sums up the successful business strategy of Michael Grust, CEO of Senior Resource Group (SRG), an owner and operator based in Solana Beach, Calif. What's interesting is that the same approach applies to the entire senior living indus- try today as it redoubles its efforts to educate consum- ers about the benefits of joining an age-restricted community. "Senior living can have a positive impact on peo- ple's lives," says Grust. "But we need to help folks understand what we are, and how we can provide solutions that could not be realized by staying in their homes." With that framework in mind, Grust is helping to lead an initiative by the American Seniors Hous- ing Association (ASHA) to raise awareness of the industry among consumers. A big part of the effort is the "Where You Live Matters" market- ing campaign, which includes a con- sumer website with comprehensive information on senior living. Grust is currently vice chairman of ASHA (2016–17), and has been a member of the group since its incep- tion 25 years ago. He co-founded SRG in 1988. Since then, SRG has grown by developing luxury seniors living communities, known for their innovative designs and consumer appeal. The communities offer indepen- dent and assisted living, and memory care. Home care is available in some locations. SRG's rate for assisted living starts at about $4,600 a month, but that figure varies depending on the level of care and location of the community. The company currently owns and operates 18 communities and has three others under way. Four more communities are in the planning stages. Marrying well-crafted environments with quality programming and a con- tinuum that offers access to quality care is key to success, says Grust. In fact, SRG is the first senior housing provider in the nation to earn the prestigious three-year accreditation for all of its communi- ties by the Commission on Accred- itation of Rehabilitation Facilities (CARF). "We have to deliver on our promises," he says. What follows is an interview with Grust on ASHA's role in the indus- Q&A with Michael Grust ASHA vice chairman helps raise awareness among consumers that well-run senior living communities can improve their quality of life and social engagement A champion of quality standards "Accreditation is another objective view that serves to validate the competency of the operator," says Michael Grust, CEO of Senior Resource Group. "You wouldn't seek healthcare from a hospital that was not accredited. We simply need to hold ourselves to standards. It starts with the core competency of the operator."

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