Dominion to Launch ‘Everlan’ Independent Living Brand

Dominion Senior Living is launching a new independent living brand called “Everlan by Dominion Senior Living,” with four communities on the way.

The first Everlan Community is planned to open in Johnson City, Tennessee, in November, with three other locations set to open next year in Clemson, South Carolina; Chattanooga, Tennessee; and Louisville, Kentucky.

The new communities will have high-end cuisine options, a spa and fitness center, tailored wellness programs, theater rooms and indoor and outdoor common areas where residents can hang out with loved ones or take part in activities. Rates start at $2,600 for the communities, and floorplans range from studio to two-bedroom units.

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Each community will have 80 to 90 apartments with four or five different floorplans depending on where the property is located, according to Stephen Chapman, Dominion’s vice president of sales and marketing.

“We wanted to create a new brand that differentiated the services, features, benefits, amenities and lifestyle that our residents would experience in our standalone independent living communities versus our Dominion Senior Living brand,” Chapman told Senior Housing News.

Dominion will use the new Everlan brand to represent all of its independent living communities communities moving forward, he added. Development costs for the currently planned communities will range from $12.5 million to $17.7 million.

The Knoxville, Tennessee-based company first announced its new brand in a press release Tuesday.

Dominion was founded in 2014 and its overall portfolio encompasses 13 communities in South Carolina, Tennessee and Kentucky.

Dominion Senior Living isn’t the only senior living provider creating sub-brands for its different care segments. Pathway to Living and Solera are both executing multi-brand strategies, while Atria CEO John Moore anticipates the company will have five different brands in its portfolio by the end of the year.

And last October, Eclipse Senior Living struck a management deal with Apollo Global Management that included 15 properties and prompted the launch of a new senior living brand called Embark by Eclipse Senior Living.

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