In the past year, Assisted Living Concepts LLC has gotten a new owner, a new company headquarters location, and now a new name—Enlivant—as part of a comprehensive rebranding effort.
“It’s a new day at our company,” Enlivant Chief Executive Officer, Jack R. Callison, Jr., said in a statement. “The name ‘Enlivant’ captures the essence of this renewed sense of vitality and connectivity. While we are proud of our 30-year history as pioneers in the assisted living industry, today we celebrate the ‘rebirth’ of our organization and renew our commitment to become the nation’s most trusted assisted living provider.”
Private equity firm TPG closed the $280 million acquisition of then-Assisted Living Concepts last July after several troubled quarters that included a lease violation lawsuit from Ventas amid allegations of subpar care and state regulatory issues.
The new name better reflects the senior living organization’s “reinvigorated focus” on providing high-quality senior care under its new ownership and leadership, and Callison says he’s been on a “pretty aggressive road show” for the past six months getting face time with state regulators.
“We’ve really telegraphed the name change to them, to help them understand what it is we’re trying to accomplish,” he told SHN. “We’ve taken positive steps to regain and strengthen those relationships. It signals that things are different.”
Nearly half all Enlivant communities received a deficiency-free rating in the last round of surveys, according to Callison, who says the level of confidence and trust in the company’s executive and community teams has also risen among state regulators.
The improvement in state surveys is tied to the company’s stated commitment to fixing past problems, including the addition of more—and highly qualified—staff across its 210 communities.
“Because we have radically increased our commitment to provide the highest level of resident care possible, we are very proud of the fact that we employ full time, four-year college graduates and board-certified registered nurses (RNs) at each of our more than 200 assisted living communities across the United States,” said Daniel M. Guill, Enlivant chief operating officer.
Enlivant recently relocated its company headquarters from Menomonee Falls, Wisc., to Chicago. The company also unveiled a new, redesigned website geared at providing resources for prospective residents and their families but doesn’t plan to disclose the costs associated with rebranding, which includes new signage that will be rolled out to many communities in the portfolio throughout the summer along with updated marketing and other collateral materials.
“We’re focused on conveying the message in a very thoughtful way,” Callison says. “We have robust business plans to do that at a national and community level, and we’re training our associates to make sure—whether you visit a community in Texas or Indiana or New Jersey—that the consumer experience is a consistently positive one.”
In addition to staff training at the community level, other changes within the senior living company includes new executive hires from both within and outside of the assisted living industry.
“We are excited that our name now aligns with our new passion,” said Enlivant Chief Financial Officer Akhil Sharma. “Our strategy continues to focus on making significant upfront investments in people, training and technology to ensure that we are doing everything possible to support our almost 5,000 staff members who provide exceptional care for our extended family – our residents.”
Written by Alyssa Gerace