THE VILLAGES, USA POST-CAREER LIVING, MILLENNIAL-STYLE.€¦ · post-career living,...
Transcript of THE VILLAGES, USA POST-CAREER LIVING, MILLENNIAL-STYLE.€¦ · post-career living,...
A DESIGNER OF RESORTS AND THEME PARKS REVEALS WHAT 55+ CAN LEARN FROM 30- ABOUT EXPERIENTIAL LIVING.
THE VILLAGES, USA
POST-CAREER LIVING, MILLENNIAL-STYLE.
AGING IN PLACE MIGHT BE THE CURRENT BUZZWORD FOR BOOMERS,
BUT IS THAT BECAUSE THEIR PERCEPTION OF WHAT’S AVAILABLE OUTSIDE
THEIR OWN HOMES IS SO NEGATIVE, THEY FEEL THEY HAVE NO OTHER CHOICE?
ST. ELIZABETH MILLS, CANADA
Boomers began turning 55 at the start of the
millennium. In less than 10 years, they’ll start
turning 80, so they’re already witnessing how
their parents are coping with that threshold.
Even if staying in their own homes is losing
its lustre, the fear of being warehoused in an
institutional environment keeps them there.
Most boomers are hoping for an alternative
they can’t quite define, which means it’s
up to developers and owners of retirement
communities to do it for them.
So what do millennials have to do with all this?
Their core values of wanting to belong, being recognized and having it as easy as possible are actually in line with what post-career boomers want, too!
ST. ELIZABETH MILLS, CANADA
In Hamilton, Ontario, an existing facility for people
in their later years, is being reimagined into new
kind of active, experiential, lifestyle community.
With residences currently occupying just a small
portion of the pastoral 114-acre site, St. Elizabeth
Mills takes its redevelopment inspiration from an
unlikely source – theme parks and resorts. But
don’t expect roller coasters and rides. It’s the
town squares, parks and gardens that impressed
St. Elizabeth’s CEO. From the moment you
arrive at places like Florida’s Universal Studios,
you are immediately immersed in make-believe
environments that feel completely real. A bit
of asking around led the CEO to entertainment
design firm FORREC who, as it happens, also
designed one of North America’s most successful
retirement communities, The Villages in Florida.
While the look and feel of the Florida
development is very different from Hamilton’s
St. Elizabeth Mills, both pushed the boundaries
of what life after career could be. Geographic
location and weather aside, both followed similar
paths to success.THE VILLAGES, USA
1. EXTEND THE ONE-WEEK RESORT EXPERIENCE INTO A STYLE FOR LIFE.An ideal balance of relaxation, activity and entertainment, one- or two-week resort vacations give you the choice to do as much
or as little as you please, in an environment that is lush and beautiful. If you no longer have to work, why can’t that be your
lifestyle every day? At St. Elizabeth Mills, the property is idyllic but currently the amenities are passive. The master plan turns
the site into a themed lifestyle resort community with restaurants, cafés, artisan galleries, shops, theatre, health and wellness
and relaxation amenities, yet preserves some of the peaceful paths and walkways.
ST. ELIZABETH MILLS, CANADA
2. CREATE THE “ENVY” FACTOR.People should be aware of your development’s reputation long before they
think about moving in. Generating ongoing positive buzz makes people want
to live there before they consider moving in. The Villages in Florida created an
envy factor with the building of the first village, Spanish Springs. It was such a
success that by the time the second and third villages were built over the next
20 years, potential residents were already lining up. Its fabulous reputation was
well earned, and not just because of outstanding amenities. There are many
elements to creating a place where people want to be. And one of the most
important is one you may not think of right away.
3. CREATE CONTINUITY OF EXPERIENCE.Write the story of how it all came to be. This is far from a frivolous exercise;
a solid story makes the design hang together and feel right. The believable
backstory behind St. Elizabeth Mills imagines how it might have originated
as a mill town, how it evolved over the years, and how it connects it to
local history and culture. The stories behind The Villages in Florida were
based on America’s small towns – the charming romanticized hometowns
people remember from their childhoods. Without a story, you have a series
of disjointed elements. With a story, you give the place heart and soul,
and provide the immersive, believable experience that St. Elizabeth’s CEO
described in the first place.ST. ELIZABETH MILLS, CANADA
ERIC O’ROURKE is director of resorts at FORREC
Ltd. He travels the world keeping a close eye on what’s
trending in the resort industry and knows how to apply
that guest experience to themed communities.
You can reach him at [email protected]
4. MAKE IT WORK FOR EVERYONE.Make it a destination with multi-generational appeal.
Inclusivity is important. People don’t want to feel isolated
or warehoused. They want to welcome family and friends
to a place that everyone will enjoy – whether it’s their
six-year old grandchild, 35-year old child, or 50-year old
sibling. And remember, you’re making an impression on
the coming generations – your future customers! The
Villages in Florida also proved that revenue-generating
commercial districts that are open to the public keep each
village square vibrant and lively. What began as locally-run
businesses soon attracted large F&B chains. The vision is
the same for St. Elizabeth Mills, which has the potential
to become Hamilton’s upper downtown.
WHEN BOOMERS ARE READY TO LEAVE THEIR CAREERS BEHIND, THERE CAN BE A DESIRABLE, EXCITING ALTERNATIVE TO BEING ISOLATED IN THEIR LARGE, MAINTENANCE-HEAVY, CLUTTERED FAMILY HOMES. IT’S UP TO US TO CREATE IT FOR THEM.