A DESIGNER OF RESORTS AND THEME PARKS REVEALS WHAT 55+ CAN LEARN FROM 30- ABOUT EXPERIENTIAL LIVING.

THE VILLAGES, USA

POST-CAREER LIVING, MILLENNIAL-STYLE.

AGING IN PLACE MIGHT BE THE CURRENT BUZZWORD FOR BOOMERS,

BUT IS THAT BECAUSE THEIR PERCEPTION OF WHAT’S AVAILABLE OUTSIDE

THEIR OWN HOMES IS SO NEGATIVE, THEY FEEL THEY HAVE NO OTHER CHOICE?

ST. ELIZABETH MILLS, CANADA

Boomers began turning 55 at the start of the

millennium. In less than 10 years, they’ll start

turning 80, so they’re already witnessing how

their parents are coping with that threshold.

Even if staying in their own homes is losing

its lustre, the fear of being warehoused in an

institutional environment keeps them there.

Most boomers are hoping for an alternative

they can’t quite define, which means it’s

up to developers and owners of retirement

communities to do it for them.

So what do millennials have to do with all this?

Their core values of wanting to belong, being recognized and having it as easy as possible are actually in line with what post-career boomers want, too!

ST. ELIZABETH MILLS, CANADA

In Hamilton, Ontario, an existing facility for people

in their later years, is being reimagined into new

kind of active, experiential, lifestyle community.

With residences currently occupying just a small

portion of the pastoral 114-acre site, St. Elizabeth

Mills takes its redevelopment inspiration from an

unlikely source – theme parks and resorts. But

don’t expect roller coasters and rides. It’s the

town squares, parks and gardens that impressed

St. Elizabeth’s CEO. From the moment you

arrive at places like Florida’s Universal Studios,

you are immediately immersed in make-believe

environments that feel completely real. A bit

of asking around led the CEO to entertainment

design firm FORREC who, as it happens, also

designed one of North America’s most successful

retirement communities, The Villages in Florida.

While the look and feel of the Florida

development is very different from Hamilton’s

St. Elizabeth Mills, both pushed the boundaries

of what life after career could be. Geographic

location and weather aside, both followed similar

paths to success.THE VILLAGES, USA

1. EXTEND THE ONE-WEEK RESORT EXPERIENCE INTO A STYLE FOR LIFE.An ideal balance of relaxation, activity and entertainment, one- or two-week resort vacations give you the choice to do as much

or as little as you please, in an environment that is lush and beautiful. If you no longer have to work, why can’t that be your

lifestyle every day? At St. Elizabeth Mills, the property is idyllic but currently the amenities are passive. The master plan turns

the site into a themed lifestyle resort community with restaurants, cafés, artisan galleries, shops, theatre, health and wellness

and relaxation amenities, yet preserves some of the peaceful paths and walkways.

ST. ELIZABETH MILLS, CANADA

2. CREATE THE “ENVY” FACTOR.People should be aware of your development’s reputation long before they

think about moving in. Generating ongoing positive buzz makes people want

to live there before they consider moving in. The Villages in Florida created an

envy factor with the building of the first village, Spanish Springs. It was such a

success that by the time the second and third villages were built over the next

20 years, potential residents were already lining up. Its fabulous reputation was

well earned, and not just because of outstanding amenities. There are many

elements to creating a place where people want to be. And one of the most

important is one you may not think of right away.

3. CREATE CONTINUITY OF EXPERIENCE.Write the story of how it all came to be. This is far from a frivolous exercise;

a solid story makes the design hang together and feel right. The believable

backstory behind St. Elizabeth Mills imagines how it might have originated

as a mill town, how it evolved over the years, and how it connects it to

local history and culture. The stories behind The Villages in Florida were

based on America’s small towns – the charming romanticized hometowns

people remember from their childhoods. Without a story, you have a series

of disjointed elements. With a story, you give the place heart and soul,

and provide the immersive, believable experience that St. Elizabeth’s CEO

described in the first place.ST. ELIZABETH MILLS, CANADA

ERIC O’ROURKE is director of resorts at FORREC

Ltd. He travels the world keeping a close eye on what’s

trending in the resort industry and knows how to apply

that guest experience to themed communities.

You can reach him at eorourke@forrec.com

4. MAKE IT WORK FOR EVERYONE.Make it a destination with multi-generational appeal.

Inclusivity is important. People don’t want to feel isolated

or warehoused. They want to welcome family and friends

to a place that everyone will enjoy – whether it’s their

six-year old grandchild, 35-year old child, or 50-year old

sibling. And remember, you’re making an impression on

the coming generations – your future customers! The

Villages in Florida also proved that revenue-generating

commercial districts that are open to the public keep each

village square vibrant and lively. What began as locally-run

businesses soon attracted large F&B chains. The vision is

the same for St. Elizabeth Mills, which has the potential

to become Hamilton’s upper downtown.

WHEN BOOMERS ARE READY TO LEAVE THEIR CAREERS BEHIND, THERE CAN BE A DESIRABLE, EXCITING ALTERNATIVE TO BEING ISOLATED IN THEIR LARGE, MAINTENANCE-HEAVY, CLUTTERED FAMILY HOMES. IT’S UP TO US TO CREATE IT FOR THEM.