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The Cultural Arts Crescendo
Those ages 65+ are 2.4 times more likely to attend cultural arts events than the general population. 39.2% of the target group makes the arts part of its plans. Given this statistic, it’s no wonder that the arts have found a place in development plans, resident life initiatives and marketing efforts for senior living communities. While “the arts” varies depending on market areas and target prospect demographics – it can mean anything from local musical comedy to an intense and sophisticated concert calendar – it’s a unifying, positive theme across all segments of the market. In an effort to enhance cultural arts programming, both Whitney Center in New Haven, CT and The Willows at Brooking Park in St. Louis, MO are introducing exciting additions which will enhance the quality of resident life as well as further their marketing efforts. The arts trend extends to Active Adult communities, with numerous clubhouse amenities designed to accommodate cultural events. Perhaps most notable is Pulte Del Webb’s new 16,000-square-foot community center, Magnolia Hall, being built in Bluffton, SC. This exciting new building, located in the town center area, will be home to numerous cultural arts activities and will include theatre seating for as many as 550 people.
At Whitney Center, the planned Renaissance Project Expansion will provide a new and improved home for an already exceptional arts calendar. The project, soon to be underway, will expand upon the existing arts center, providing an appropriate venue for a variety of artists, and more than doubling the square footage previously available. Plans are slated for a 218-seat auditorium, action central for performances, lectures and gatherings. The adjoining Main Street corridor, a beautifully lit gallery space, offers an excellent pre-function area. In addition to utilizing a cultural arts theme in elements of the marketing program, Whitney Center offers cultural arts incentives, such as tickets to performances, in return for new resident referrals. The community sponsors performances at the Schubert, and utilizes NPR for informational advertising, getting involved with local tapings of shows such as “Wait, Wait… Don’t Tell Me!”
In a similar vein, The Willows at Brooking Park has just opened its new expansion, Centerstage. Touted as “the new heart of the community,” Centerstage features a 130-seat theatre and community space, an art gallery, a creative arts studio and a lovely sculpture garden. The cultural arts curriculum will include a unique program called “go360,” an immersion program which will create fuller, richer experiences for residents. “Go360” incorporates numerous classes, experiences and travel all related to a single topic for a learning experience that reaches a different level and is truly memorable.
The success of arts programs in these communities and others that have recognized the power of the arts makes this development trend likely to continue, with the most compelling result being the increased quality of life for community members. |
