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 2016 ASHA 50 69 2016 Building greater awareness. Prompting early planning . Driving deeper market penetration . That's how Where You Live Matters from the American Seniors Housing Association with its website and social media platform helps senior living companies grow. Where You Live Matters educates and empowers seniors and their families by giving them full access to a wide range of videos, editorial content and infographics that highlight their senior living options. Visit www.whereyoulivematters.org to learn more. Contact admin@seniorshousing.org for information on how to participate in Where You Live Matters to improve occupancy. ASHA has always been primarily on federal issues. We've certainly focused more on tax issues as they relate to our residents as well as the real estate and the business itself. We've spent the better part of the past year querying the Executive Board of ASHA — and working with our public policy committee — to hone in on the types of policy issues where we can be most effective. At the same time, we've also attempted over the course of the past year-and-a-half to be more comprehensive in our monitoring and reporting on state legislative and regulatory issues. We have also identified some issues at the state level where we believe we could be helpful. ASHA does not have state affiliates. We have worked very successfully in coalitions with a num- ber of the state associa- tions. We think there are opportunities for us to be helpful working with affiliates of LeadingAge, Argentum and NCAL (The National Center for Assisted Living). Certainly, there are some circumstances where we may jump into something on our own as we have done, for example, on property tax rulings that we believe may be trouble- some for owners or oper- ators. We actually filed an Amicus brief on a property tax case involving a hotel in California that was a great concern to our industry. Q: Are there any state policy matters that you are aggressively acting on? Schless: The state that we've probably been the most involved in over the past several months has been California, which passed legislation last year relative to entrance fee continuing care retire- ment communities but The five-point plan 1 Launch industry promotional campaign. Educate the general public on the merits of senior living and shape perceptions of senior living, supported by a digital network, website and social media; 2 Broaden the advocacy program. Deliver a coherent, coordinated legislative program at the federal level with increased focus and select engagement on state policy; 3 Bolster research efforts. Partner with a leading university to provide exclusive research on topics such as aging, healthcare, hospitality technology and real estate; 4 Foster leadership development. Develop a process for identifying prospective members and developing future ASHA leaders; 5 Restructure meetings. Revamp meetings to become more strategic, proactive and forward thinking while better engaging, educating and informing members.

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