New Spring Hills Luxury Senior Living Brand Aimed at Next Generation of Residents

Spring Hills is catering to the preferences of incoming senior living residents with a new brand that takes luxury to a new level.

The Edison, New Jersey-based operator in February launched The Opulence Collection with the goal of giving residents the luxuries they may have grown accustomed to in their personal lives.

“What Opulence is bringing to the market is that you no longer have to choose between lifestyle and health care,” Spring Hills Vice President of Operations Pierre Verger told Senior Housing News. “They can be blended beautifully with hospitality and we’re going a step further.”


The new luxury brand includes refreshed programming for residents, additional staff and new capital investments. Verger added that the new luxury brand is the “future of health care and assisted living.”

As part of the brand launch, Spring Hills has upgraded layouts, room service and fine-dining, with the goal of creating bespoke experiences for residents. For example, Opulence residents might go from a spa day to food tastings in a high-end presentation kitchen.

Some of those touches include technology integration, holistic wellness based on resident interest including trips, creative activities and learning seminars.


Additionally, there will be on-site movie theaters, expanded common space and a 24-hour concierge service as part of the company’s newly enhanced “Signature Touches” programming, Verger said.

Spring Hills is currently rolling out its new Opulence Collection at a community in Livingston, New Jersey; with physical upgrades underway at Spring Hills Cherry Hill in Cherry Hill and a larger rollout planned later this summer.

Future projects would similarly upgrade other communities’ programming and amenities. And more growth may be on the way, although the company has not yet outlined future plans for the brand.

“We want to exceed what guests have experienced in their home and we want to exceed their expectations and each experience is a completely different guest experience,” Verger said. “Elevating the experience of our guests is the name of the game.”

‘Transformation of operations’

The new brand launch coincides with Spring Hills’ “transformation of operations,” and the company has evolved to offer more community-level administrative support.

The company had in the run-up to the brand launch hired a human resources executive and ambassador of guest experience and happiness. The company’s recruitment and hiring process also changed with corporate assistance for orientation and onboarding, freeing up directors on the ground to work in their communities rather than filing paperwork.

“To maintain a profit margin, we need to really seek high performance and we created the department for that performance and efficiency,” Verger said. “Focusing on guest satisfaction is a priority for us but it’s also a way to generate new revenue and to keep growing as a company.”

At the same time, the company’s newly transformed operations have helped free up on-site staff to interact with residents and bond with residents under the new program.

“The idea was really to take everything in the community that could be a distraction away to allow directors to build those meaningful connections,” Verger said.

Now fully staffed, Spring Hills is prepared to implement the new brand. The added infrastructure will help Spring Hills “grow safely” and more closely control care coordination across its portfolio, from medication management in-house therapy services.

By staffing up, the company has supplanted the need to bring in third-party service providers. The company also can better perform functions like conducting weekly care coordination meetings and ultimately reducing hospitalizations and the risk of falls.

“All of this has been extremely beneficial for residents and we’ve enhanced the continuum of care,” Verger added.

In recent weeks, Spring Hills has seen a “big jump” in deposits for both communities as the company targets residents on the East Coast including New Jersey and New York, according to Spring Hills Vice President of Sales Development Petra Santos.

Occupancy across the Spring Hills portfolio is back in the 90th percentile after the lows of the Covid-19 pandemic, Verger said. Revenue has also exceeded pre-pandemic levels.
Spring Hills joins a slew of other operators vying for a new or bigger spot in the luxury senior living landscape, including Galerie Living and Watermark Retirement Communities to name a couple. Those bullish on the luxury product point to strong demand in senior living and favorable demographics as strong indicators for the niche product’s success.

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