Brookdale Senior Living is continuing in its recent initiative to change its community names to better reflect its growing brand presence in the senior care market.
Following the name changes of 16 Houston-area communities in May, the company announced last week it is changing the names of 18 Chicago-area communities, starting with its campus formerly called “The Hallmark,” which will now be known as Brookdale Plaza Lakeshore Drive.
The 17 other communities undergoing name changes are also incorporating the Brookdale name into their titles. The Park at Vernon Hills will become Brookdale Plaza Vernon Hills and Sterling House of Merrillville will become Brookdale Place Merrillville, to name a few.
“What that means is, when you see a sign that says Brookdale, you know the people who work there have a passion for serving seniors and finding solutions to the needs in their lives,” the company wrote in an announcement of the first name change in Chicago. “From independent living to assisted living to dementia care or skilled nursing, the same associates who have always worked at The Hallmark will continue to care for seniors the same way they always have and demonstrate our commitment to our brand promise of All The Places Life Can Go.”
The communities will still remain different from one another, despite having more similar nomenclature, The Hallmark’s executive director said.
“We’re excited about our new name and we know that it means more people will recognize us as a solutions provider for seniors and their families in the Chicago area,” said Steve Salaman, Executive Director of the soon to be renamed The Hallmark. “But don’t think that we’ll all look the same. Each community will still be unique because of our locations, services, residents and associates.”
In a merger expected to close in the third quarter of this year, Brookdale will acquire all of Emeritus Senior Living’s communities bringing its community count to more than 1,100 nationwide. As a result of the merger, Brookdale is bullish on becoming the one and only national senior living brand, its executives have told SHN recently.
Written by Elizabeth Ecker