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.

When buying a home, all of us have our internal checklist of must-haves, amenities and features that can make or break the sale.  With each successive house sold and bought, the list is amended and enhanced to suit lifestyle demands, personal preference and aesthetic appeal.  For Boomers looking to purchase a home in retirement, the top two items on that list are safety and security. 

The importance of these criteria is due in part to the vulnerability Boomers feel as they age and as a result of the continuous media hype of violence and crime in society.  Statistics show that urban crime rates are 75% higher than rural and 37% higher than suburban crime rates.  The increase in urban crime rates is in part the reason that over 70% of Boomers prefer moving to a small community or rural setting when they retire. 

Relocating to a small town provides some measure of increased security and safety.  However, additional measures may be taken by these small communities to further enhance the well-being of their residents.  Research by HUD, the Department of Justice and many law enforcement agencies has identified a number of planning techniques which significantly reduce a neighborhood’s appeal for criminal activity.  This methodology for reducing crime is known as Crime Prevention through Environmental Design (CPTED).  CPTED is based on the realization that the criminal mind works on certain predictable patterns which, if understood, can be utilized to reduce criminal activity.

To that end, research notes that one of the most important considerations of criminals is avoiding identification by witnesses.  The other obvious factor is to ensure a route of escape after the criminal act.  Both of these factors can be mitigated by thoughtful neighborhood planning.  When a neighborhood is planned to minimize non-resident traffic, it will be easier to identify persons who do not belong.  Simply minimizing the number of streets entering and leaving a neighborhood significantly reduces thru traffic by non-residents.  Another strategy harnesses the power of observation by residents.  This method ensures that people who do not belong in public areas such as streets, alleys and parks are observed, thereby enhancing the criminal’s chance of being identified.  CPTED has identified many other techniques and programs to protect residential areas against criminal activity. 

For small towns to enhance their appeal to retirees looking to relocate, it is vital to incorporate safety and security practices and programs in community design.  Providing Boomer home buyers this environment allows them the peace of mind to embrace and enjoy their new community.

If you are interested in other measures recommended by CPTED, please contact me and I will be happy to forward information on this topic.

A growing awareness among small rural towns has led many to seek ways to enhance their competitive position for recruiting larger percentages of the rapidly expanding boomer population.  The 65 and older population reached 38 million in 2008 and based on bureau of census projections the over 65 age group will expand to 85 million by 2050.  Although national developers will continue to capture their share of the boomer population, it is apparent that existing rural communities can enhance their competitive position by expanding on their social infrastructure.   Housing alternatives, recreational opportunities, historic themes, educational and medical amenities currently in place can be expanded through thoughtful planning and program enhancements.  Many of the amenities offered by small rural communities can not be duplicated even by the most sophisticated private development.

The combination of existing amenities and lower cost of living places many existing rural towns in highly competitive positions.  The greatest risk; however, for existing communities is a failure to honestly evaluate their adequacy for the components important to potential retirement populations.

If your community is interested, we can provide an outline of a community audit which can serve to determine what, if any, deficiencies need to be supplemented to enhance your town’s competitive position.  The outline can also serve to provide a framework for compliance with Community Retirement Certificate Programs offered in most southern states, i.e. the GoTexan - Certified Retirement Community designation from the Texas Department of Agriculture and the Seal of Approval sponsored by AARC.

If you would like to obtain our Community Audit Outline, please email me at jverdoorn@secplanning.com.

I recently came across an excellent website highlighting the benefits and trends of small town retirement living.  I think it is an excellent resource for communities looking to recruit retirees, as it provides information from the buyers’ perspective as well as data regarding towns that have been successful in attracting retirees.  Check it out at:

http://www.smalltownretirement.com/