Using the new term
It will be up to the more than 1,800 individual CCRCs across the country to decide whether they will use whatever new name arises from the process, Minnix says.
“We don’t necessarily want to get into having people change their financing documents or going back to their state legislatures to get a legal name changed, although perhaps it could come to that,” he says. “But what we think this will be is the start of what the brand of CCRCs really is. For example, I can see one outcome of this is us changing the name category among our membership. So CCRCs would no longer be the category of membership for us, but it would be whatever this new label is.”
Leary says she hopes that state and federal regulators ultimately will use the new term.
And a chance—albeit perhaps a small one—exists that the terminology won’t change, Minnix adds. “We just have to see what comes out of it and what really resonates with people,” he says. “We may not make a change at all, but the marketplace is really very subtly challenging us to come up with new language.”
See the results of a 2011 survey of families of those living in CCRCs, conducted by Mather LifeWays, Brecht Associates and Ziegler, here.