CAI-NJ December 2021

MANAGEMENT TRENDS

Managing the Pitfalls, Promises and Perks of Living in Age Restricted Communities Elaine Warga-Murray, CMCA, AMS, PCAM, RMG, Regency Management Group, Inc., AAMC, AMO

A s our population ages, developers have specifically marketed new communities for resort style active adult living with special considerations for the needs and wants of people who are approaching retire- ment. The needs and wants are partly identified by focus groups and partly invented by advertising gurus who man- ufacture senior living ideals to lure buyers. The following article will further discuss the pitfalls, promises and perks of living in age restricted communities. Communities create new lifestyle elements to persuade empty nesters that they need various amenities, such as pickle ball and tennis courts, golfing, fitness centers, bocci ball and shuffleboard play stations, indoor and outdoor heated pools, card rooms, billiard rooms, auditoriums, food service options, bike trails, craft centers, and clubhouses for committees, clubs, and social group meetings. Of course, there is the promise of “security” with gated perimeters, specific entry controls and photo ID’s. Previously thought of as luxuries, such as elevators and underground parking have become needs for an aging community. Upgraded common areas, (such as lobbies and clubhouses) are often needs that are perceived as luxuries. Many of these special age restricted communities with older residents will also offer transportation to malls, shop- ping locations and medical centers, even if those services were not fully anticipated by residents. The age specific off-site destinations can become a one stop location for flu

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“Communities create new lifestyle elements to persuade empty nesters that they need various amenities, such as pickle ball and tennis courts, golfing, fitness centers, bocci ball...”

shots, health screenings and financial advisors. Then there is always a “Lifestyle Director” who is like a concierge and social secretary, who is expected to cater to every resident’s requested service and activity. In fact, the senior communities have become a special- ized targeted marketing industry: A population of aging citizens, who are enjoying greater longevity due to better healthcare and pharmaceuticals, as well as evolving socio- economic factors such as changing neighborhood iden- tities and flexible work environments are also influencing changing amenities for senior communities. Like minded folks are drawn to communities for a variety of reasons and are often lured by promises of cohesive socializing and luxury sounding amenities. As people age, they no longer have “communities” of families that include their kids’ activities of sports teams, school events, kid centered activities and extended family social connections. Often long term neighbors, friends and family members will move into the same age restricted communities to

...the management of the association community must face the reality of perpetuating the dream and meeting the promises that the developer’s sales force used to close the first deal.

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