Lenbrook Adopts New “Life Plan Community” Designation

April 5, 2017


ATLANTA, April 5, 2017 – Lenbrook announced it has adopted the new designation of “Life Plan Community” in support of a national movement for communities like Lenbrook to change from being known as “Continuing Care Retirement Communities” or “CCRCs.”

“The change to Life Plan Community is bringing a whole new level of enthusiasm and conversation to our field," Chris Keysor, President and Chief Executive Officer of Lenbrook. "The words Life Plan Community actually invite a conversation. And the phrase speaks to seniors who are forward planners, who want to fully engage in life within a community, and have a plan in place that will meet their future care needs, should their needs change," Keysor said.

Continuing Care Retirement Community was a term coined nearly 35 years ago to describe communities that provide the full continuum of living and care options for older adults. Residents move into independent living residences in the community, and have access to assisted living and skilled nursing care on the same campus when and if needed.

The selection of “Life Plan Community” to replace 'CCRC' is the result of a multi-year effort coordinated by LeadingAge, the national association of not-for-profit aging services organizations, and Mather LifeWays, a not-for-profit organization which owns and operates two Life Plan Communities and is founder of the Novare national consortium of leading single-site life plan communities in the US, including Lenbrook. The new name "Life Plan Community" was reached after the extensive nationwide research was conducted, including feedback from more than 4,100 survey respondents and 250 focus group participants.

“I like Life Plan Community because it conveys that our communities are about life, not just care. It conveys the sense of purpose and passion for life our residents and associates demonstrate on a daily basis," Keysor said.

Lenbrook was among the "early adopters" of Life Plan Community, rolling out a billboard last summer and starting the process of incorporating the new term into its marketing materials. LeadingAge Georgia, the statewide association for not-for-profit aging services organizations (including Lenbrook), announced earlier this month that it had officially adopted the new designation for its members across Georgia.

For more information on the evolution of the name Life Plan Community, please visit www.LifePlanCommunity.org. For more information about Lenbrook, please visit www.lenbrook-atlanta.org or call 404-233-3000.

About Lenbrook (lenbrook-atlanta.org)

Lenbrook is the first and only life plan community in Atlanta to achieve national accreditation by CARF, the Commission on the Accreditation of Rehabilitation Facilities. Lenbrook's healthcare center is five-star-rated by Medicare and also by U.S. News & World Report, which named Lenbrook in its 2016/17 Best Nursing Homes Report. In addition, Lenbrook holds a BBB rating from Fitch and is among only six percent of life plan communities around the country to have an investment grade rating. Founded in 1983 and doubling its size in 2008, Lenbrook enables its residents to enjoy the gifts of independence, good health and personal fulfillment through engaging programs, services and amenities. Visit www.lenbrook-atlanta.org or call 404-233-3000 for more.