How to Create the 'Active Adult' Lifestyle
By Gayle R. Deja-Schultz, ADC, CMP

Secrets to Success That Will Wow Residents

The boomers are turning 55! In fact, approximately 10,000 people a day are turning 55 years of age. But these “boomers” are not slowing down in their golden years; they are becoming “zoomers.” And they are searching for an active adult lifestyle and communities that provide that lifestyle. These empty nesters are looking for communities that provide country club-style amenities and maintenance-free living.

Lifestyle and amenities seems to be the most compelling reasons that mature buyers are choosing to purchase in active adult communities. These buyers are looking for high-end amenities, and these are found in the community clubhouse and its surrounding property. This is the “heartbeat” of all active adult communities.

A basic clubhouse would include no less than a community lounge, library, business center, card and game room, fitness center, arts and crafts room, men’s and women’s locker rooms, and an outdoor pool. More elaborate clubhouses have dedicated rooms for computers, sewing, pottery, ballet, wood working, and billiards. They would also include ballrooms, meeting space, indoor jogging paths, a beauty salon, a day spa, restaurants, and indoor pools for residents and secondary outdoor pools dedicated for children (or grandchildren). That is just to name a few of the many “add-on” possibilities.

Additionally, active adult or lifestyle communities work well on a private or public golf course. More active adult communities also are offering a variety of outdoor amenities that may include tennis, basketball and boccé courts, outdoor theaters, campfire rings, and meditation parks. Most communities also offer walking paths and some have several fitness stations.
 
Put Life Into Your Programming

Programming is the format of lifestyle! There are several core components, but the main idea is to provide several types of social and educational networking based on resident interest. Events and parties that take place in the community clubhouse are the most common and well-attended of all the programming choices. These events usually take place at least a monthly basis, if not more. Usually, parties center around a theme or special day such as a Luau Party poolside in the summer, a fun-filled Oktoberfest, or a New Year’s Eve celebration. Most are catered buffet or sit-down meals with full bars, complete with a serving staff. Other possibilities include live bands, deejays, and entertainment.

Education Is the Key
 
Education is another key component. Seniors are looking for meaning in life and are curious about the world around them. They embrace the adage “knowledge is power” and want to map their future by what is important to them. Popular educational programming includes: health and wellness, financial, work and leisure, relationships, fitness, computers, arts and crafts, how-to classes, and more.

An expert speaker or teacher usually will lecture at classes or seminars, but residents with a strong background in a topic can lead or teach a class. Communities may ask trained social workers to lead thoughtful discussions such as “What is Important to You in Your Golden Years?” or “Current Events and How You Believe They Will Affect You.” This concept of life-long learning is positive for everyone and is strongly reflected in active adult communities.

Clubs Provide Fun, Interaction

Clubs are another driving force in the communities. The variety of clubs that are offered is dictated by the residents themselves. The community often gives its clubs priority space reservation in the clubhouse and makes clubs available to all residents. All clubs must have an elected board with a president, treasurer, and secretary. Some clubs are athletic-oriented, such as golf, bowling, tennis, boccé, skiing, or walking. Others focus on crafts or on fun and social interaction.

Don’t forget the game clubs – bridge, canasta, dominos, pinochle, and poker. One of the most popular and fun clubs is the trip and travel club. Together, these residents have planned some exciting trips around the world.  
 
Other programming includes monthly board, association, or community meetings as well as fitness classes, community awareness, and weekly seminars. Residents also should have a choice of monthly day trips. Day trips can include visits to local museums, seasonal festivals, sporting events, dinner theaters, or shopping excursions.

The Activity Director — Your Community Cheerleader

Who is the creative genius behind the trips, fun events, and monthly programming? Who is the community cheerleader that keeps the ball rolling? It’s the activities director.

Some larger communities have an activity director whose oversees a staff of activities directors, activities coordinators, property managers, and fitness personnel. Smaller communities may have a single activities director who keeps the whole thing running.

The activity director’s background should include programming, fitness, and event planning. The person you hire must have superb organizational skills and a flair for creativity. Your activity director must work with residents to understand their lifestyle needs and expectations. Careful planning and programming will allow your activity director to manage these expectations.

Most importantly, your activity director must have personality and a genuine passion for the community and its residents. Without these traits, even the most qualified person will struggle in the role and drain the “life” out of lifestyle.

Your activity director also must communicate your community’s special events and programming to the residents. He or she must produce a community newsletter that informs residents of upcoming activities, not to mention other valuable information on activities and events in the community or state.

Most communities host their very own Web site, where residents can not only access the newsletter electronically, but also register for events, place classified ads, exchange recipes, e-mail other residents or community staff, and even critique a local restaurant. The possibilities are endless and are driven by the residents themselves.

Other Community Staff

Some active adult communities have other staff on hand to assist the activities director. Activities coordinators can support the activities director with daily clubhouse activities and plan future community events. The property manager handles the upkeep of the clubhouse and the entire community. This individual manages all community contracts such as pool maintenance, landscaping, snow removal, repairs, and more.

Larger communities may have their own fitness staff or health and wellness personnel. These individuals not only teach daily fitness classes, but can develop individualized fitness programs and monitor residents on a daily basis to help them to achieve their fitness goals.

Creating the active adult lifestyle doesn’t happen overnight. It requires a big commitment from the builder, both in dollars and staffing. This lifestyle is not for every resident, but it is what today’s active adult buyers demand. Remember, just because you offer a variety of amenities and programs doesn’t mean your residents will take advantage of every one of them. Your buyers are diverse — and you need to provide activities and lifestyle options.

People in general are living longer these days. The new active adult lifestyle will help increase life expectancy and lead to happier residents.
 
Gayle R. Deja-Schultz, ADC, CMP, founded Lifestyle Consultants in Romeoville, IL. She works with active adult builders on the importance of creating lifestyle in communities.  She can be reached at 815- 603-0541 or via e-mail at lifestyleconsultants@hotmail.com. [Return to top]