1. © 2008 Perkins Eastman Architects, PC Strategic Interventions-Getting the Biggest Bang for your Buck ASC 2010 5 May 2010 Leslie Moldow, FAIA, LEED AP, Perkins Eastman, Maria Dwight, GSI l.moldow@perkinseastman.coml.moldow@perkinseastman.comMDwight@gsi.org Bill Hendrickson, Hendrickson Consulting bill.hendrickson@sbcglobal.net

2. "Senior (military) officers say the power point program does come in handy when the goal is not imparting information, as in briefings for reporters. The news media sessions often last 25 minutes, with 5 minutes left at the end for questions from anyone still awake. Those types of PowerPoint presentations are known as “hypnotizing chickens.” - New York Times, April 26, 2010

3. Start with FACTS, not with suppositions, or bright ideas, or conference fads, or what you have always done (“Its our mission since 1915”) or what your competition is doing (they may be as confused as you are).

4. Some Basic Facts:  Your real market area (they are shrinking)  Demographic trends in your geography (age, income, ADLs, ethnicity,  Competitive analysis (for statistical demand analysis)  Product evaluation (location, physical plant, operational program, contract type, cost of operations, future viability)  Demand analysis : Who is or should be your market (consumers)?  What does it want?  What will it pay?  When does it want it?  How does it get it?

5. STRATEGIC PLANNING is a process, not a product. INTERVENIONS should be anticipated, timely, documented, out come oriented and have sufficient budgets and appropriate deadlines. (Time is money)

6. Be CONSUMER DRIVEN by knowing:  Your LOCAL market.  Your product (myth or fact)  Your message (confusing or mixed)  The depth of your segmented market (socio-economic, demographic, competitive)

7. EVALUATE the date ruthlessly. Who is your preferred customer (vs. who are you “serving”)? Demand will vary by age and income cohorts Ratings of Types of Opportunities by Age In-Movers, Incomes $50K+ How important is it to you to have access to opportunities for: Under Age 65 Ages 65- 74 Ages 75+ Physical recreation Very important86%79%66% Social recreation Very important78%74%65% Intellectual growth Very important83%75%63% Cultural recreation Very important80%71%58% Volunteering Very important57%46%35% Spiritual growth Very important51%48%37%

8. “ Real Estate ” Variables by Age In-Movers, Incomes $50K+ Ages 65- 74 Ages 75+ What size residence would you prefer? Unit Size/Type One bedroom4%6% One bedroom plus den21%30% Two bedrooms24%23% Two plus bedrooms50%40% No response1%5% What type of building would you prefer? Building Type Apartment w/elevator22%29% Single story attached/town home36%32% Single story/single family38%36% No response5%3% With each financial plan option listed below, you also pay a monthly fee for operations and selected services. Which one would you prefer? Payment Structure Buy41%28% Refundable entry fee22%25% Non-refundable entry fee11%13% Rent19%23% No response7%10%

9. Qualitative data count too!  Techno/nuts vs. techno/phobics  Dietary vs. Culinary Department  Public vs. private spaces  Wellness nazis vs. couch potatoes  Pet lovers and others

10. Opportunities to consider (very seriously)  Community collaboration (competitors, colleges,JCCs, etc etc.etc. etc. etc. included)  Lower the draw bridge (porous communities, facilities and campuses)  Host community benefit (501c3 protection)  Virtual communities and memberships  Integrating technology into all levels of residency and membership

11. ENJOY THE PROCESS. You are building community. You are growing your mission. You are preparing for the future.