Senior Resource Group Celebrates 30 Years of Industry Trailblazing

February 14, 2018

SRG serves more than 5,000 retirees in 32 communities in Arizona, California, Florida, Georgia, Oregon and Washington. In addition to introducing engaging, rental-based senior housing to the market – a radical departure from the more institutional options that were the norm prior to 1988 – SRG pioneered key innovations that draw from the best practices of the real estate, hospitality, healthcare and gerontology industries. At SRG communities, residents are encouraged to create their own blueprint for living well by choosing from a wide selection of personalized opportunities designed to meet their physical, emotional, intellectual and social needs.

“Thirty years ago we were really inventing a new business,” said Grust, who entered senior living from the home building industry.

He began by listening to the wants and needs of residents – a practice that became the foundation of one of the company’s taglines: If you listen carefully, you can hear the future. Then, he acted on what he heard by creating a company culture dedicated to meeting those needs. The result is exceptional communities known for their progressive designs, dynamic wellness programming, high-touch care and elevated standards of excellence.

“Our residents tell us everything we need to know about who they are and how they want to live,” Grust said. “Their input guides us in everything we do and has driven SRG to become a company fueled by our passion for service.”

Today, as adults are living longer and demand for quality retirement living options is on the rise, SRG is celebrating its 30th anniversary by staying one step ahead in a business that is bracing for an influx of baby boomers barreling headlong into retirement. According to a Pew Research Center report, approximately 10,000 baby boomers per day will reach age 65 over the next 12 years. And, almost universally, they will increasingly want a lifestyle of choice and independence.

“There is no greater time than now for our industry to design buildings and services for the future,” Grust said. “Seniors and their influencers (their children) are telling us they need environments that are the catalyst for quality of life. These are continuums of care that marry the attributes of home, progressive wellness programs, hospitality and the ability to remain connected and engaged with the surrounding neighborhood. We serve a discerning audience that enjoys living a fully engaged life, which is why our goal has always been to lead rather than follow. To imagine rather than imitate.”

In addition to building attractive retirement communities and taking a “whole person” approach to wellness, SRG further differentiates itself from others by demonstrating a passion for quality that touches every aspect of the business, especially resident care. The company was the first senior living provider to voluntarily seek and be awarded accreditation for all of its eligible assisted living communities by The Commission on Accreditation of Rehabilitation Facilities (CARF). A CARF accreditation merit parallels a five-star rating in the hospitality industry and represents the highest level of accreditation that can be awarded to an assisted living organization.

“Earning a CARF accreditation is a testament to our commitment to provide exceptional care to our residents,” said Grust. “We are truly propelled by a desire to create environments that not only meet seniors’ needs but enhance the quality of their lives.”

Grust said a key to achieving, and sustaining, high-quality care is recruiting top-notch employees, and inspiring them to approach their jobs with the same passion and reverence for the customer that SRG’s operating philosophy mandates. This passion is expressed in SRG’s SynRGy™ program in which staff and residents collaborate to create a genuine connection and a sense of community at each of SRG’s residential facilities.

As he looks to the future, Grust remains optimistic about his industry and SRG’s place in it. “We live in exciting times. We have the privilege of introducing SRG communities to new markets and having a powerful impact on the lives we serve,” he said. “We’re always anticipating what’s next and seeking innovative ways to make each moment more exceptional for our residents. There’s no other business I can think of that is as rewarding.”

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