When retirement communities were originally conceived for the Eisenhower generation, the amenities needed for successfully attracting retirees were easily identified - warm winters plus golf in a resort context.  Communities (both master planned and naturally occurring) in Florida and Arizona thrived with this straight forward formula.

Baby Boomers, on the other hand, require a far different and complex set of amenities for their retirement location decisions.  The most obvious change between the two generations is that climate alone is no longer the driving force.  Temperate weather is important for Boomers, however mild four season locations are quite acceptable.  The perception and expectation of retirement has also become a significant difference between the generations.

Baby Boomers no longer view retirement as a time to hang it up and slow down.  They view retirement as an opportunity to redefine their lives and explore interests they were unable to pursue while raising and providing for their families.  Many Boomers envision this time to begin new careers or start new businesses.  In short, Boomer retirees seek amenities and resources which allow them to pursue personal interests, stay active, achieve their goals and enjoy their desired style of living.

Many small, rural communities are well positioned to attract retirees due to the diversity of Boomer interests.  When factors such as climate, socio-economics, amenities, historic character and community values are considered, every community presents a unique set of attractors for Boomers.  While no single community will appeal to all Boomers, each community will appeal to some.  The key to attracting Boomers is to conduct an honest self assessment.  Determine the best set of amenities your community possesses and establish methods to communicate and attract retirees who seek out your unique community character.

The following are important steps for a community interested in attracting retirees:

Understand your Strengths
Evaluate unique assets your community has to offer and promote to groups and individuals seeking to connect and engage with that specific amenity (i.e. rock climbing, glass making, kayaking, musical/artistic venues and programs, etc.).

Be Unique
Boomers do not consider themselves like everyone else.  They seek communities that are an outward expression of their unique personality and allow them to connect with their life’s passion.  Do not attempt to appeal to everyone.

Community Engagement
Identify and promote programs which engage retiree participation in activities essential to the well-being of individuals and benefit the greater community.  These may include:

- Housing Availability
- Health Delivery
- Human Services Support
- Education Programs
- Environmental Monitoring
- Transportation Availability

People Like Me
Boomers are attracted to people with whom they share an affinity, such as hobbies, interests, personal values and professional experiences.

Put it Out There
Boomers are technologically savvy and have the time and dedication to research their retirement destination.  Make it easy for Boomers to find out about your community, entice them to visit and experience the lifestyle and amenities.

Educate don’t Sell
Use word of mouth, blogs and other means to inform potential retiree residents about your community’s amenities, activities and lifestyle.  Start conversations to engage interested Boomers in a dialog with current residents, tailoring the message to appeal to their specific needs and interests.

Convey your Values
Boomers are attracted to communities that share the same values and have a unique character that fits their own.

One of the most important but least understood functions of an active adult community is the role it plays in the social life of its residents.  Social interaction for people entering this life stage is essential as it replaces the two most important social venues of the earlier stages of their life.  Children and careers provide the primary social opportunities for many people as their interests focus on career building and raising a family.  School, sports and other activities provide an arena of common interests through their child’s activity.  Careers offer the other important means of socialization, friends and acquaintances formed through professional ties.  As retirement nears, people move away from their professional ties.  When children leave home many of the relationships formed through children’s activities fade away as parents become empty nesters and move toward retirement.  Social opportunities gradually shift away from earlier life stages and can be replaced through carefully conceived communities which create new social avenues for residents.

Social Infrastructure
Since the conception of active adult communities in the early 60’s, a variety of models have been used to create a lifestyle attractive to people nearing retirement.  The attraction of the Eisenhower Generation was effectively accomplished through the creation of a resort community with emphasis on golf as its primary amenity.  Social activities in these communities were formally organized and implemented.

Similar to cruise ship program directors, a community social director would prepare activities to create structured social opportunities.  These early communities were characterized by amenity centers which could accommodate large group activities on a regularly scheduled basis.

As the Boomer Generation matured, developers of active adult communities have had to update community amenities in response to the changes in the values between the two generations.  Boomers see themselves as unique and are reluctant to participate in formalized social events.  They would rather find people with whom they share an interest and pursue informal activities with them.  The social paradigm shift between the past and current generations has necessitated many changes in the planning, design and operation of new active adult communities.  Social infrastructure is still vital to the success of new communities, but new ways of delivering social opportunities must be considered.  The question is how the new community model facilitates social interaction without the reliance on the formal programs used in earlier retirement communities.

The following discusses a few methods which can be used to enhance social opportunities in successful retirement communities.

Neighborhood Identity – Baby Boomers have shown a growing reluctance to live in the mega communities of the past.  One of the ways to offset this reluctance to live in big communities is to identify smaller neighborhood units as a subset of the larger community.  Neighborhoods can be defined by the use of open space, walls and entries.  Smaller neighborhoods provide a greater sense of identity and belonging to a smaller group, making it much easier to identify others within the neighborhood group.  The use of neighborhood parks can also provide a greater sense of belonging.

Neighborhood Parks – Neighborhood parks are usually small but highly visible. They provide a place to encourage informal neighborhood activity in a common area.  The parks provide a place to meet and allow relationships to evolve with their neighbors outside of the built environment.

Community Groups – Community buildings with small meeting rooms are conducive to the formation of clubs with people who share a common interest.  Golf has traditionally provided the best means of meeting other people with shared interest, but it has declined in popularity to eighth or ninth place for desired Baby Boomer community amenities.  Baby Boomers who are characterized by their diverse interests are frequently drawn into clubs focused on computers, travel, visual arts, gardening, wine making and tasting, history, performing arts, motorcycles, etc.  The eclectic interests of the Boomer Generation create a challenge for the development of active adult communities.  Nevertheless it is essential to understand the diverse interest of its residents for a community to be successful.

Walking Trails – The most popular recreation activity for Boomers is casual walking.  Though walking is primarily considered a recreational activity it also offers a wonderful social opportunity as well.  Casual walkers seldom walk alone but rather in small groups while they engage in conversation.  To facilitate this social opportunity, walkways should be wide enough to allow two to three people to walk side by side and maintain a degree of eye contact while they engage in conversation. 

Site Furniture – Benches and tables are common outdoor fixtures which can provide another opportunity for social exchange.  The ideal means of using benches and tables are examples frequently found in Europe.  In many city parks, tables and benches are not fastened in place but are lightweight and allow for flexible arrangement to facilitate the current activity.  Quiet conversation by small or large groups, games, or simply reading and writing in a quiet outdoor space can be achieved by this approach.  The fear of theft or vandalism frequently restricts the use of non-anchored site furniture; however, in an appropriate visible outdoor space the social benefit greatly outweighs the potential loss or theft.  

These are only a few easy ways to enhance social interaction in a retirement community and illustrate how easy it is to encourage social exchange by simply paying attention to the ways people interact. 

Despite the care and attention a developer gives to assure that a community provides for every opportunity to encourage social interaction, there is nothing more important than the friendliness of its residents.  Not everyone will be outgoing or welcoming to potential residents; however, when you can identify current residents with warm, friendly, outgoing personalities, it can contribute significantly to the sense of welcome.  The opportunity to begin a conversation between current and potential residents will provide a greater sense of community and welcome than even the most skilled sales presentation.  The key is to find and engage the residents who are happy to be living in the community and show it.