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Developing Active Adult Retirement Communities Active adult communities are a major growth industry, thanks to the aging baby boomer market. Companies that stay abreast of trends like those described here will grow along with it. Baby boomers have always been loathe to conform for the sake of tradition. Now nearing retirement age – the leading-edge boomers begin turning sixty in less than a year – they are embracing trends that will see them redefining retirement and senior living, life stages they see as too much associated with stagnation, immobility and decline. As a result, builders, developers and designers are scrambling to devise the hottest new thing in planned senior communities. They are determined to appeal to the tastes and later-life aspirations of the large, wealthy boomer market. Part of this is employing new terms like "active adult" and "active living community," which reflect new and dynamic concepts of senior living. Businesses that can successfully harness the baby boomers' self image in ads and marketing will realize rapid growth as the boomer market moves en masse towards the retirement life stage. This book explains the kinds of communities now in existence, and provides up-to-date information, drawing on the latest research, about best practices in terms of planning, design, marketing and legal issues. With special attention to the "lifestyles" buzzword that ties into all today's most successful senior communities, the authors build a detailed picture of what builders, designers and marketers must do to reach their target market. In formulating recommendations author Diane Suchman, an independent writer and consultant who specializes in issues related to housing and urban revitalization, draws on extensive professional experience. In 1993-94 she served as a special assistant in the U.S. Department of Housing and Urban Development. Previous to this she worked as a market analyst and was director of housing and community development research at the Urban Land Institute. Her work here is illustrated with color photographs as well site and floor plans, to help the reader's visualization of the housing features suggested. Case studies display usage of different product types in varying locations, target markets and price ranges, and the book also looks thoughtfully at where the market is heading. Ms. Suchman's book will be of vital interest to professionals involved in any step of senior community development. Cognizant of the number one trend set to affect the active adult community market in coming decades – the preferences and lifestyle patterns of baby boomers – it is a clear, timely and relevant look at how those active in the industry can respond to the demands that will mould its future. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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