Service, Innovation and Footprint Continues to Expand

by michele thompson

Retirement Unlimited, Inc. (RUI) was founded in Virginia in 1982 by Horace Fralin and Elbert Waldron who, together, had a pioneering vision that saw the need for senior housing in a variety of settings, including multi-family and skilled nursing facilities, coupled with common areas for seniors to congregate and socialize. Today, RUI is still owned and operated by the Fralin and Waldron families, and is led by the third generation of Fralin’s and second generation of Waldron’s. RUI currently manages 12 senior living communities in Virginia and nine in Florida, with additional projects in development. RUI’s communities offer independent living, assisted living, and Inspiritás - memory care with a tradition of “delivering a lifestyle our residents have earned and deserve”. RUI prides itself on offering quality care options, a full spectrum of life-enrichment programs and amenities to meet the needs and wants of their residents.

Signature Programs Deliver a Truly Enriched Life

RUI communities also offer numerous amenities, including both casual and fine dining, concierge service, salons, scheduled transportation for appointments and events, on-site therapy and wellness clinics, and a variety of activities designed to meet every resident’s emotional, social, physical, spiritual, and intellectual needs. These amenities form the foundation of RUI’s signature programs designed to provide residents with a premiere experience and a life truly enriched. They include:

1. Taste of RUI – this fine-dining, restaurant-style experience combines sophisticated, elegant meals with exquisite cuisines in dining rooms featuring luxurious settings and an atmosphere driven by customer service. Additionally, more casual dining options are also available.

2. RUI University – partnering with local colleges, universities, and museums, RUI University

Fellows share their expert knowledge through this free, lifelong learning program for residents and the community.

3. LUXE Unlimited Salon and Spa – licensed professionals offer hair and nail services, skin care treatments, and massage therapy, and an exclusive brand of retail and apparel products.

4. RUI FIT – this exclusive fitness and health program empowers residents to have fun while staying active through programs, a gym, and in collaboration with on-site physical, occupational, and speech therapists.

5. Leash on Life – a dog park and pet concierge services that include pet walking, bathing, feeding, and cleanup, because all RUI communities are petfriendly.

6. Care Impact – provides extra assistance to residents and family members with Ambassador and Companion Care Services that deliver personal assistance and guidance.

RUI’s Florida Expansion

Working with a venture capital partner, RUI assumed management of its first two Florida communities in 2021 when it began managing day-to-day operations at the established communities of Seaside at Fort Myers – formerly Thrive at Beachwalk – and Seascape at Naples – formerly Keystone Place at Naples Preserve. The Florida communities represented two “firsts” for RUI, in that it was the company’s first expansion outside of Virginia and the first time it managed communities it hadn’t also built.

“Since our founding in 1982, RUI’s passion has been providing quality care, excellent customer service, and a luxurious lifestyle to the senior population throughout Virginia,” explains Doris-Ellie Sullivan, RUI President. “After focusing on and perfecting that mission in Virginia for 40-plus years through diverse enrichment programs, social experiences, and levels of care in comfortable, elegant settings, we’re excited at the company’s continued growth and the opportunity to bring our distinct senior living experience to Florida.”

Inspiritás - Memory Care

For residents with dementia, Inspiritás - Memory Care offers an innovative and compassionate approach to a superior, quality living experience. Meaning “to infuse spirit and enliven quite so,” Inspiritás is RUI’s all-encompassing memory care culture and environment. Here, residents are set up to flourish, with a focus on wellness, life enrichment, diet – and most importantly –engagement for the resident and their families with the community’s environment and activities. The Inspiritás team focuses on what the resident can do for themselves, and provides thoughtful support with knowledgeable coordination of services in spacious, inviting, state-of-the-art communal areas and private units, celebrating residents’ lives while maintaining their safety and comfort.

A new addition to RUI’s memory care offerings is the all-female Inspiritás Memory Care option. This designated neighborhood within our memory care will be only for women and provides specific programing and engagement catered to our female residents. This all-female wing was first introduced at RUI’s Seaside at Fort Myers and was created by our expert staff of memory care professionals to offer a unique and enriching experience, with care and signature program planning tailored specifically to the needs our female residents and their families, all within a private and secure dedicated portion of our community.

Living Options for Life’s Stages

Retirement is a life stage meant to be treasured and enjoyed. RUI strives to make these years rich with new experiences, while providing maintenance-free, independent-living that residents want, coupled with the thoughtful service they deserve.

michele thompson Regional Vice President of Operations Retirement Unlimited,

Marketing to today’s seniors is problematic. Most times the messaging is focused on how a product or service aids a senior’s daily living rather than how it enhances life. That’s because marketing is generally created from the perspective of a caregiver or the adult child of the senior, rather than the senior they are meant to reach. They don’t address the senior’s most important priority - that is, to get the most out of living.

In addition to changing the perspective of your messaging, here are some proven marketing tactics and strategies you can implement.

1. Create an effective website for your facility

Your assisted living facility’s website is often the first impression potential customers will have of your facility, so it’s important to make sure that it makes a good impression. Hence, ensure that your website is:

• User-friendly

• Visually appealing

• Informative