To improve resident quality of life, increase length of stay and improve occupancy you need to radically restructure your activity department.
To improve resident quality of life, increase length of stay and improve occupancy you need to radically restructure your activity department.
In the first part of this series, “Let Us Entertain You to Death” I took a shot at how activities programs operate today in senior housing communities. I was only a little surprised that everyone who commented on the first article agreed with my assessment. In this second part of this two part series I am proposing a radical shift in how the activities program fits into a senior housing community. Hierarchy In virtually every community, the activities director reports to either the executive director or the person in charge of care coordination. This makes no sense to me. In my theoretical, well-functioning community the activity director would report to the marketing director. Here is why:
- The marketing director, more than anyone else is the community, is in touch with what makes prospective residents get up in the morning. They understand that a big part of why a resident chooses to move into (or not move into) a community has to do with what day-to-day life looks like.
- The marketing director is already involved in planning several major events each year in the community. When the activities department program does not report to the marketing director, those activities become less important than the routine activities and this should not be.
- Not a single activity should be done without specifically asking the question: What impact does this activity have on marketing? If the answer is not a positive impact it should not be done. This will never happen unless the activity director reports to the marketing director.
The Activity Director
Over the last twenty or so years most of the newly developed senior housing communities have been targeted at the upper middle and upper income marketplace. It makes a lot of sense because ihat is where the profit margins are. So far, so good. The building gets near opening and management starts looking for an activities director. What are the criteria? A high school education and a certificate or perhaps a two year degree.
It makes no sense to me.
If I am marketing my community to people who, for the most part, have at least a bachelor’s degree and many will have masters level or higher degree, it makes no sense that someone with limited education is going to be well equipped to create a meaningful, fulfilling activities program for those well educated residents. This does mean that you will have to pay higher wages and yet we know for sure that low cost employees can be some of the most expensive employees in the whole world. There has been a movement to change tite activity director’s title to something that sounds perhaps more hotel or cruise ship like which is fine, but does not represent a real change. The End Game Here is why this is so important. We need to shift the paradigm. We need to create a senior housing culture that really is better than living at home in isolation. We have not yet done a very good job of accomplishing this. I believe that this is a significant reason why only 10 percent of the potential senior housing market is choosing to live in a senior community. Steve Moran If you like this story it would be a great honor to me if you would subscribe to our email list.
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One of the things as a marketing director for a small community try to create some marketing events that draw the public and our residents. The greatest impression on guests is meeting residents. But to me since we want more of the same type of resident, active, affluent, etc. then what draws them will gather more of the same.
Bravo! This is a discussion that is LONG overdue. And, although I agree with 98.8% of this post – I would have concerns over the heirarchy shift. Although, on paper, it may make sense to connect the Marketing Director and Activities. As a previous activity practioner – turned Divisional Director…too often, the marekting (aka-sales dept) has a primary concern of getting folks into the building. Then, once they get em’ in – they move on to the next ‘score’. They don’t remain engaged in the day-to-day operation of the community. The events that they plan – tend to be events to fill vacancies, and often are geard towards referal sources and/or perspective clients. And, the good marketers – tend to be OUTSIDE the building often. Thus, not being an available director/resource to the activity dept. – which is nearly solely connected to the daily operation of the programming for the current residents. Although, I believe that there is certainly synergy between the two departments – I belive our industry needs to have higher expectations from the Executive Director as they manage the Activity Dept.
A good Executive Director, with a thriving community, understands the importance of supporting Activities. Because, as you mention – a robust and engaging activity dept. – has a direct correlation to maintaining healthy (and paying) residents. Supporting, encouraging, funding and positively managing the Activity Dept. just makes Good Business Sense! And, when the Executive Director of the building supports and properly manages that role….then, the remaining dept. heads understand the importance and typically work better (and respect more) the activity director/dept.
And Steve, just an aside – you are spot-on with your thoughts on ‘raising the bar’ of criteria for the ‘activities director’. (also agree we need to find a new title for that role, as Boomers don’t respond well to the current title)
When the industry makes a conscious choice to elevate that role, and make it more of a professional career track – as opposed to putting ‘any-warm-body-with a Highschool diploma’ in the position….then, we will start to see the necessary creativity and LONG Tenure in the role. In our current structure – the Activity dept. is dismissed as non-essential ‘game players’ who babysit the residents. And, as you indicate – that couldn’t (and shouldn’t) be further from the truth. Having sophisticated, educated, creative professional in that role – will certainly give the results that both the industry leaders AND the residents are striving for. Don’t you think?
Thank you for recognizing the importance of the Activity Director’s role in an eldercare community. I agree that the educational standards should be high and the pay should be respectable. After receiving my MA in Pastoral Care of the Older Adult, I designed a new position at an assisted living facility, “Pastoral Care & Community Life Director.” It’s a lengthy title, but it reflects accurately my responsibilities. When I am working, I am with the residents. I plan and lead all activities. It is the time spent with them, trying to engage them in activities that improve the quality of their lives on all levels, that enables me to develop strong bonds and be there for them throughout this last season of their lives. I strongly believe in the model, and hope some day more facilities will see its value and fairly compensate those who dedicate their lives to improving the lives of their residents. There is such a need for quality care. Everyone deserves to be loved and valued, especially in the final season of life, which presents so many challenges.
I agree with you on so many levels and having worked in both long term care and assisted living facilites for many many years, I also understand the finanical burden of the activity department. In long term care facilities where funding is being cut the activitiy departments are more impacted, like all other departments it’s do more with less and usually the activity department has the least amount of funding.With the decline in finanical reinbursement there must be a culture change and creative avenue to keep our elders engaged in thier enviroment. It appears your heart and head qualities helps promote a valued program. I do believe that smaller group activities are needed and more space needed to accomplish goals of the elder. Most importantly, culture change has to happen and we need to GET RID OF…”IT’S NOT MY DEPARTMENT”. All staff need to be involved in helping the elder maintain an enviroment where they don’t feel lonely, helpless or bored. Kathy F Homewatchcaregivers
You bring up a great topic for discussion as I see this is an area where communities are literally leaving money on the table by not taking advantage of connecting and coordinating the activities director with the marketing director goals and schedules. Successful communities have strong activities tied in with local community organizations and offerings. I like to see a variety of options: educational presentations inside their community and advertised to the public, book drives, entertainment programs, jazz quartets, a sampling of interests that a lonely senior living in their own home would be interested in joining in as a participant. Communities that do have activities directors that are also involved in the marketing aspect really understand the process of bringing in a new resident and keeping current residents lives fulfilling and active. The Marketing Director must have designated time to work with the activity director in the community. I also have seen many Executive Directors who rarely leave their offices and do not seem as involved in the culture of the community, whereas the Marketer really does have a pulse on the social needs and desires of residents.
From LinkedIn Groups
Group: Boomers: Aging Beats The Alternative
Discussion: A Different Kind of Activity Program
Steve, Interesting idea!
Posted by Lorie Eber
From LinkedIn Groups
Group: Senior Living & Care Professionals
Discussion: A Different Kind of Activity Program
Steve, I agree that the activities director should be a position that requires more education and higher pay, but so far the companies/directors of facilities don’t agree with you. Cost is always the overriding factor. Pay, in general, in assisted living is not good. Pay for positions other than managers is abysmal. I am an activities director (or whatever the current name for it is) and I also happen to have a masters degree. I can’t get hired because I’m overqualified. As long as this climate exists, care will continue to be what it is in this industry and we will not be attracting the baby boomer market.
Posted by Regina Ford, MBA, CAPS
From LinkedIn Groups
Group: Long Term Care Group
Discussion: A Different Kind of Activity Program
With the age difference in nursing homes and Baby boomers getting to the age of retirement, we need to look at different activities that are delivered also. What about a title such as Social Events Planner.
Posted by Wolgamott Jackie
Steve,
To see the future you describe you might want to visit Panorama today.
Howard Burton
Director of Marketing
Associate to the Director of Lifestyle Enrichment
From LinkedIn Groups
Group: Senior Living & Care Professionals
Discussion: A Different Kind of Activity Program
Yes. I believe there will need to be a considerable shake-up in the way we take care of our aging population for the coming generations to be attracted to care communities. I like the new ideas of “villages” and NORCs.
Posted by Regina Ford, MBA, CAPS
While activities do support marketing efforts, I believe that the activities need to reflect the community in which we live. They should be driven by the residents based on what it is they want. They should be reevaluated each and every year as new residents come in and well lives change. They should not be driven by attendence at events only. The best way to keep a community alive is to work wtih those who live there and help to achieve their dreams for a better way of life.
I agree and disagree with the above article. I do feel Activity Directors should have more than a high school degree. I, myself, am a Board Certified Music Therapist and Life Enrichment Manager with 11 years experience at this time.
As far as marketing–I agree to the extent that the two areas really need to work together, however, our marketing department does not schedule any events for residents-there focus is on the community. I do all the planning and then pull marketing in to help advertise it and promote it. In our area, the marketing personnel have very little idea of the residents actually do day to day and I have to give all the details to them to make them see our need.
I do think things will change, but education is the most important for all involved.
Where did u pick up the ideas to publish ““A Different
Kind of Activity Program | Senior Housing Forum”?
Thank you ,Shayla