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.

The on-coming Baby Boomer retirement tsunami has piqued the interest not only of builders and developers but has also attracted the interest of many small communities.

As communities initiate programs to attract retirees they look to other communities with successful programs they can model.  The final product is most frequently discussed.  However, it is the process which is the most critical aspect in creating the desired end result.  Generally speaking, there are three distinctive categories of retirement communities, each one successful due to a variety of circumstances, influences and process.  If your community finds itself in one of the first two categories, Naturally Occurring or Developer Designed, you can stop reading now.  If your community falls into the third category, read on.

Category 1 – Evolution of the NORC

Many of the most popular retirement places started as amenity rich, naturally attractive vacation destinations.  As people retired, they chose to relocate to these communities for the relaxed lifestyle, natural beauty and variety of amenities and activities available.  These NORCs (Naturally Occurring Retirement Communities) typically exist along coastal areas, on or near mountains, lakes and rivers in regions such as the Ozarks, Gulf Coast, Texas Hill Country and other areas with similar visual and recreational amenities.

NORCs typically require little formal organizational effort until they are well established and the residents make a conscious effort to refine the attributes they want within their community.

Category 2 – Revolution of the Resort-Style Active Adult Community

The second type of retirement community involves the traditional developer funded and built, highly amenitized, resort-style community that provides the lifestyle retirees seek.  These communities are typically located in non-urban areas that offer affordable land, relaxed living, proximity to metropolitan area amenities, but frequently are lacking the extensive natural amenities NORCs offer.  These locations combined with substantial investment by the developer create a resort environment sought by many retirees.  Bringing these communities to life requires a developer’s vision and capital expense partnered with a city desiring to create a retirement destination and willing to expend the time and resources to see it to fruition.  However, some of these projects are not in alignment with the local community values, resulting in friction between developer and community interest.

Type 3 – Evolution of the Retiree Destination Community

A third type of retirement community is also the result of residents recognizing and promoting a city’s rural appeal and lower cost of living along with its unique character.  The lifestyle, possessed by many rural communities, combined with enhanced social, historical and/or educational amenities are highlighted to attract retirees who share the same values as residents.  These communities offer retirees an existing social fabric, memories and experiences of their youth.  The recollections of years past may be the most important amenity of all.

The process to transition from a rural community to a retirement community always begins with the vision of an individual but ultimately evolves into a vision shared by the community.  This shared vision must be embraced and endorsed by city leaders, stakeholders and current residents to create the ideal environment to foster retiree relocation and justify the city’s effort and investment.  The process to bring about a transition of this nature is a daunting task.  However, it is made much easier if a systematic process is used to provide the logical steps to realize this vision. 

Each of these three community types requires an organized effort to bring them to fruition.  To that end, a structured process is vital.  Such a process has been articulated in a community building workbook from the Asset-Based Community Development Institute, School of Education and Social Policy at Northwestern University, prepared by John P. Kretzmann and John L. McKnight, co-directors with Sarah Dobrowolski, Project Coordinator and Deborah Puntenney, Ph.D.
 
The paper is divided into three sections to connect with community assets.

Section One – How to assess and strengthen your organizations’ relationships with and utilization of community assets

Section Two – How to identify and connect your non-profit organization’s assets to this project

Section Three – Tools which may be helpful in connecting both project and organizations’ assets to community assets.

This document is based on the following simple equation:

Your Community Assets + Your Organizations’ Assets = Strong Community-Based Projects

If your community is considering positioning itself to attract retirees, I recommend, in conjunction with the community audit contained in my last blog, this document and website to provide a format and information which will expedite your process http://www.abcdinstitute.org/publications/workbooks/ and http://www.abcdinstitute.org/docs/kelloggabcd.pdf