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Throughout our website, we have replaced Continuing Care Retirement Community (CCRC) with Life Plan Community. After an extensive two-year process called the “Name Storm,” Leading Age unveiled the new name for CCRC’s at the opening session of the Annual Meeting and Expo in Boston on November 1, 2015, and c.c. hodgson architectural group readily embraced the strategy.
The process involved three distinct research initiatives designed to help determine how the CCRC name is perceived in the marketplace and how a new name might improve those perceptions. The research showed that 84% of future consumers — adults age 65 and younger — preferred a name other than CCRC because the name is not doing a very good job of defining what these communities are all about.
“It became clear that the name CCRC on longer did an adequate job of creating the best perception among tomorrow’s older adults,” said retiring LeadingAge President and CEO Larry Minnix. “At the core of the decision to move to a community is having the right plan for what the next stage of life has to offer. We feel the ‘Life Plan Community’ name encompasses that very well."