ALFA Spells Change Ahead, New Name and New Vision

The Assisted Living Federation of America, a national association of senior living providers, is outlining major changes ahead, including a to-be-determined new name for the organization. 

On the heels of merger talks between ALFA and the American Seniors Housing Association (ASHA) that were later abandoned, ALFA chairwoman Brenda Bacon shared details of the association’s strategic vision with stakeholders and members this week. 

The new direction also comes following the announcement of former ALFA President and CEO Rick Grimes that he will be retiring. 


“We believe that our industry is still in the early stages of evolving and in these early stages our highest priority is to have a trade association that is optimized to represent all of its constituents and accomplish the goals of the next generation of senior housing residents and operators,” Bacon wrote. 

The association has established several new committees toward various efforts including credentials, certification, state policy, special standards and special branding. 

Among the tasks under the special branding committee is coming up with a new name for the association. 


“We established a Special Branding Committee to determine a new name for the association that is more reflective of its updated focus and new direction,” Bacon writes. “ALFA’s board some years ago determined that as an organization it spoke for a variety of senior housing options, including independent, assisted living, and dementia care. We also recognize that there are many senior housing operators which will increasingly provide an array of ancillary and related services in addition to their core operations.

The association expects to begin the rebranding effort by September. 

Much of the efforts stem from a One Voice initiative that involved both ALFA and ASHA, and also spearheaded the merger talks. The principles of the One Voice initiative have been adopted by ALFA going forward, Bacon stressed. 

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Additionally, ALFA has hired a national search firm to help in identifying and hiring a replacement  to fill Grimes’ position. 

View the full letter.

Written by Elizabeth Ecker