ENGAGE Summer 2024

MAKING SIGNIFICANT STRIDES IN THE ALF INDUSTRY

Seniors

CONFERENCE PROGRAM INSIDE

YOUR TRUSTED SENIOR LIVING RESOURCE

ISSUE 9 | SUMMER 2024

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OF SE NIO RL IVI NG !

HE OT T ME O C EL W

A MESSAGE FROM FSLA

BOARD CHAIR

It is with immense pleasure that I welcome you to the special Conference edition of the Florida Senior Living Association quarterly magazine, brimming with anticipation for our upcoming gathering in the heart of our beautiful Florida! As we gather under the warm sunshine in Orlando, this year’s conference promises to be a landmark event. Here, we'll not only reconnect with colleagues and friends but also delve into the most pressing issues facing senior living communities today.

As chairman of the Florida Senior Living Association Board of Directors, I'm thrilled to welcome you to this exciting event, themed to celebrate the vibrant spirit and boundless potential that flourishes within our communities. This conference isn't just about learning – it's about connecting. Network with fellow professionals, share best practices, and create lasting collaborations. After all, the "wild side" thrives on a spirit of community and shared purpose.

The annual Conference, July 10-12th at the Ritz-Carlton Orlando, is your chance to embrace the wild side of senior living with us! Engaging panel discussions and breakout sessions will foster a dynamic exchange of knowledge in the senior living industry.

With engaging events including the return of the annual Chef ’s Competition, a Junglethemed fun night complete with a spectacular live band, a cornhole tournament, and two reverse trade shows for FSLA Industry Partners, everyone will have the opportunity to network alongside fellow members while sharing successes and learning from mutual challenges. Together, we can shape the future of senior living in Florida, ensuring it remains not just a place of care, but a vibrant hub of lifelong learning, exploration, and personal fulfillment to benefit the residents we serve.

The Florida Senior Living Association team & Board of Directors can’t wait to see you there.

joe jedlowski, mba/mha President, Distinctive Living

4|

BOLDLY DEFINING THE FUTURE OF SENIOR LIVING

IN THIS ISSUE

FSLA STAFF

SUMMER 2024

LEGISLATIVE POLICY & LEGAL AFFAIRS

LEADERSHIP

Florida's Beginning

Grassroots Advocacy

Making Significant Strides in the ALF Industry

Why Your Story Matters

12

6

The Hot Seat

Staying Ahead of the Curve

with FSLA's Leadership Team

Rule Changes are Essential for Your Success

7

29

PARTNERSHIP

OPERATIONS & REGULATORY

Patriot Angels

Florida Senior Living Association Industry Partner of the Year

Proactively Preventing Risk

8

An Essential Operating Component

MEMBERSHIP

18

Member Highlights

Ask Monica 20 Guide Path and FSLA

Celebrating Our Communities

Conference Program 21

Proactive Risk Management and Culture Change Solutions offered to FSLA Members

ON THE COVER

Ms. Jane Westlake, resident of the Landing at Gentry Park and recipient of Patriot Angels Veterans Aid and Attendance benefit program, proudly displays a photo of her and her late Veteran husband, Larry Westlake.

30

Safeguarding Seniors

How Senior Living Communities Can Help Combat Elder Fraud

Photo Credit: Katie Truelove, ktcreative

36

34

EDUCATION & EVENTS

Big News!

FSLA's New Education Website Just for You

11

Exploring the Benefits of Becoming a CNA 16 CULINARY & HOSPITALITY

MARKETING & COMMUNICATIONS

Word Counts

Quality Over Quantity

39

L EAD ER SH IP A C AD EM Y

Now Accepting Applications for the Fall 2024 Leadership Academy! www.floridaseniorliving.org/leadershipfsla

Crafting the Perfect Senior Beverage Program 32

Gail Matillo, MPA President & CEO Jason Hand, Esq. COO & General Counsel Kristin Quirk, MS Membership & Partnership Director Katherine Upton Education & Engagement Director Executive Editor, ENGAGE Magazine Jimmie Fay Griffin, LPN Accounting, Membership & Regulatory Manager

FSLA EXECUTIVE BOARD OF DIRECTORS Chair: Joe Jedlowski, MBA/MHA President and CEO Distinctive Living Immediate Past Chair: Shelley Esden President and CEO. Lexor Senior Living Past Chair: Melinda Skirvin Vice President. Five Star Senior Living Past Chair Emeritus: Mary Sue Patchett Secretary: Page Ensor Regional VP of Operations.

Brookdale Senior Living Treasurer: Lindsey Hacker Founder & CEO, ProVisio Parliamentarian: Robin Khanal, Esq. Partner, Quintarios, Prieto, Wood & Boyer, P.A. Industry Partner Committee Chair: Matt Depenbrock Director of Business Development Guardian Pharmacy Education Committee Chair: Marisa Strain Chief Clinical Officer, SRI Management FSLI Chair: Gwen Thibault Divisional VP of Operations Legend Senior Living Membership Committee Chairs: Damon Thomas & Heidi Kuchenbacker Legislative & Regulatory Committee Chairs: Joe Signore & Tara Clayton

Editorial and Business Offices 2292 Wednesday St. Suite 1 Tallahassee, FL 32308 850-496-2562 | floridaseniorliving.org Publisher: Gail Matillo gmatillo@floridaseniorliving.org Executive Editor: Katherine Upton kupton@floridaseniorliving.org Creative Director: Katie Truelove ktcreative@me.com Advertising & Editorial Submissions engage@floridaseniorliving.org

ENGAGE is published quarterly by Florida Senior Living Association, 2292 Wednesday Street, Suite 1, Tallahassee, Florida, 32308. Florida Senior Living member companies receive subscriptions for communities as part of their membership. Free controlled subscriptions are also available to qualified individuals in the senior living business. POSTMASTER, SEND ADDRESS CHANGES TO: ENGAGE, 2292 Wednesday Street, Suite 1, Tallahassee, Florida, 32308. Printed in USA. Copyright 2022. ENGAGE will not be responsible for the return of any unsolicited manuscripts or photographs. Copyright © 2024 Florida Senior Living Association. All rights reserved. No part of this publication may be reproduced or transmitted in any form – print, electronic, or otherwise – without written permission from Florida Senior Living Association.

For media inquiries and advertising information, contact engage@floridaseniorliving.org.

YOUR TRUSTED SENIOR LIVING RESOURCE | 5

LEGISLATIVE POLICY & LEGAL AFFAIRS

Grassroots Advocacy

Why Your Story Matters

By Jason Hand

A

ssisted living communities are, unfortunately, adapting to the “new normal” of negative lay media attention and calls for increased federal and state oversight. As noted by FSLA’s national partner, Argentum, the industry sits “on the precipice of this defining moment with significant challenges but also tremendous opportunities” to tell its story and help residents live their best years in assisted living communities.

Unfortunately, prospective residents, families, and even lawmakers generally don’t understand the value, compassion, and service that assisted living communities provide. This is a tremendous opportunity. We – including your own community - must step into the role of educator and share with lawmakers and others how assisted living delivers high-quality services, care, and experiences to our cherished residents and their families.

FSLA is the trusted voice before the Florida Legislature regarding assisted living in Florida – after all, this is why the association was created. However, legislators ultimately want to hear from YOU because YOU have the best perspective to convey how these issues impact YOUR business, YOUR employees and YOUR residents.

FSLA and our senior living industry desperately need assisted living communities to host visits. Telling lawmakers your story about the value of assisted living, the impact on the lives of the seniors you serve and their families, is an opportunity to put a “face” to assisted living communities. This direct input from you, your employees, and your residents, helps lawmakers better understand the challenges you face and see firsthand conveying why strengthening the senior living model is so important to our nation’s aging population.

jason hand

COO & General Counsel Florida Senior Living Association

Reach out to FSLA to learn how we can help you tell YOUR story!

We work hard for Providers, Staff and Residents! With your support and membership, together we can continue making an impact!

ENRICHED resident experience

strengthened communitites

IMPACT OF

OUR INDUSTRY WINS WHEN WE WORK TOGETHER 6|

GIVE TODAY

BOLDLY DEFINING THE FUTURE OF SENIOR LIVING

LEGISLATIVE AND REGULATORY

SUCCESSES

empowered staff success

enhanced marketplace competitiveness

the hot seat with FSLA's Leadership Team

we asked, Gail and Jason answered

Gail, what did you enjoy the most about interviewing Ms. Jane for the cover shoot?

I genuinely enjoy meeting and connecting with the residents and hearing their stories.

It is such an honor to learn more about them and know that FSLA and our partners are helping them live their best lives possible!

NAME FAVORITE SEASON OF THE YEAR?

Spring - the season for warmer weather, renewal, growth & new beginnings

Read more about Ms. Jane, and her interview, on page 11.

NAME FAVORITE SEASON OF THE YEAR?

Winter (is coming!)

fun fact: FSLA's 2019 conference theme was Game of Thrones

WHAT IS A HIDDEN TALENT OR HOBBY THAT YOU BRING TO YOUR WORK?

WHAT IS A HIDDEN TALENT OR HOBBY THAT YOU BRING TO YOUR WORK?

Being Persuasive - it has helped me build credibility and achieve goals

Whiskey + Cigars... as every successful lobbyist should!

WHAT IS THE BEST PIECE OF ADVICE YOU'VE EVER RECEIVED?

WHAT IS THE BEST PIECE OF ADVICE YOU'VE EVER RECEIVED?

When you surround yourself with people who share a commitment & a common purpose, anything is possible!

Always say less than necessary!

IF YOU WERE A JUNGLE ANIMAL, WHAT WOULD YOU BE AND WHY?

IF YOU WERE A JUNGLE ANIMAL, WHAT WOULD YOU BE AND WHY?

He didn't miss!

YOUR TRUSTED RESOURCE | 7 YOUR TRUSTEDSENIOR SENIORLIVING LIVING RESOURCE

PARTNERSHIP

Patriot Angels

Florida Senior Living Association's Industry Partner of the Year

By Katherine Upton

M

any senior living communities are proud to house American heroes – veterans who bravely served our country. But the cost of senior care can be a burden, especially for veterans on fixed incomes- This is where Patriot Angels steps in. Patriot Angels specializes in helping veterans and their spouses navigate the application process for a vital benefit: Aid and Attendance. By unlocking this financial assistance, Patriot Angels empowers veterans to access the care and support they deserve, while allowing your senior living community to welcome these esteemed residents.

Florida Senior Living Association is a proud partner to Patriot Angels and the truly amazing work they do to serve seniors.

The Veterans Aid and Attendance program can significantly reduce the financial strain of senior living, allowing veterans to receive the care they deserve without depleting their savings.

In a recent Spring visit to Orlando, the association team alongside founding Board Member and Patriot Angels’ Mary Sue Patchett, had the pleasure to interview a recipient of Patriot Angels’ Aid and Attendance Benefit, who lives in an FSLA member community, the Landings at Gentry Park.

Jane Westlake is a proud recipient of Patriot Angels Veteran benefits, as the widowed spouse of a former Marine Veteran, Larry Westlake.

8|

We were lucky to get the chance to sit down with the lively Ms. Jane Westlake. At 83, Jane is adamant that she does not feel her age and could not say enough positive comments about the community that she calls home. As she explained how she has been a resident since the community opened, Jane added that she is also a proud ambassador. Jane enjoys her days playing mahjong, solitaire, going on solo walks through the lovely outdoor space, and crocheting her favorite symbolthe American flag. Jane elaborated on her patriotic crochet work, “I like it because it’s something that I believe in, so that’s what I do”.

Jane and Larry Westlake had three sons together, who helped to coordinate Jane’s application and benefits with Patriot Angels. Jane is the perfect testament to how deserving seniors can reside comfortably in a safe and beautiful community, with the help of the Patriot Angels team. Florida Senior Living Association is honored to work alongside this impactful organization to make a difference in the lives of seniors, and proud to name Patriot Angels as FSLA’s 2024 Industry Partner of the Year.

BOLDLY DEFINING THE FUTURE OF SENIOR LIVING

PARTNERSHIP

I started Patriot Angels to make a difference.

To be that company out there that was there really and truly to serve our veterans and their widows.

We exist to lead the change to protect the vulnerable."

Suzette Graham, CEO, Patriot Angels

"Patriot Angels thoroughly screened my Vietnam Veteran brother to ensure his eligibility. They then took a daunting application process and broke it down into structured, manageable steps, with guidance along the way. Each of our emails and phone calls received a prompt response and all our questions were thoroughly answered. The staff were compassionate and professional. We received the good news about my brother's Aid and Assistance funds 4 months after applying, well within the time frame that Patriot Angels estimated. We enthusiastically recommend Patriot Angels!"

-Pat

"Patriot Angels is a truly awesome organization! They made the process of getting veteran spousal benefits for my grandmother practically stress-free. All I had to do was provide them with the documents needed and Patriot Angels did the rest. They were always great at answering any questions I had, and they filled out and filed all the lengthy paperwork for me. Within 90 days of starting the process with Patriot Angels, my grandmother was receiving her monthly benefit from the VA. Everyone I talked to at Patriot Angels was extremely nice, knowledgeable, professional, and helpful. I highly recommend taking advantage of this fantastic organization."

-Johanna

"My family and I are so grateful to Patriot Angels for assisting us in applying for VA Aid and Assistance benefits for my 96-yearold mom who recently moved into assisted living. Thanks to their help, Mom was able to qualify for aid, which allows her to live in a qualified facility close to family members. Patriot Angels deserves to be called angels!"

-Diane

katherine upton

Director of Education & Engagement, Executive Editor of ENGAGE Florida Senior Living Association YOUR TRUSTED SENIOR LIVING RESOURCE | 9

844-757-3047 www.PatriotAngels.com

WHAT IS AID AND ATTENDANCE? Aid and Attendance is a VA pension program designed to help supplement the cost of long-term care for Veterans and their spouses that meet specific VA requirements. This pension can be used to offset the cost of long-term care and make senior care more affordable than ever!

WHO ARE PATRIOT ANGELS? Our team of advocates are devoted to helping Veterans and their Surviving Spouses. We have developed a process that cuts through the VA’s red tape in order to help Veterans and their loved ones receive the VA’s Aid and Attendance benefit. Under the supervision of a VA accredited attorney, our Veterans are provided with quality guidance throughout the application process.

MONTHLY BENEFIT AMOUNTS SINGLE VETERAN ............................................................... $2,300.00 MARRIED VETERAN ............................................................ $2,727.00 SURVIVING SPOUSE ........................................................... $1,478.00 VETERAN MARRIED TO VETERAN ............................... $3,649.00

“Patriot Angels is a major game-changer! My Dad is a Silver Star and Purple Heart recipient earned while serving in the Korean War with the Marines. I will always be profoundly grateful to Patriot Angels for their rapid assistance in helping my parents get the financial help they needed to move into an assisted living facility.”

– Major General (Ret) Dan York, U.S. Army Reserve SCAN FOR MORE INFORMATION

Big News!

FSLA's New Education Website Just for You

By Katherine Upton

F

lorida Senior Living Association (FSLA) is excited to announce the launch of the Florida Senior Living Institute Education Website, the association’s brand-new online platform packed with resources to help you rock your role in senior living.

FSLA has continually prided itself on providing amazing professional development. Now, with FSLA’s new educational platform, we are kicking this up a notch. This will include:

Valuable CE credits: The online programs offer Continuing Education credits, helping you fulfill staff licensing requirements and demonstrate your commitment to ongoing learning.

A diverse course library: Explore a wide range of topics vital to senior living, from dementia care and fall prevention to resident engagement and effective communication within your team. Whether you're new to the field or a seasoned professional, there is value for everyone.

Continuously updated content: Stay on top of industry trends, best practices, and the latest regulations with the regularly refreshed course library. We're dedicated to providing you with the most relevant and up-to-date industry information available.

Unmatched flexibility: Don’t stress about fitting into a

rigid schedule! FSLA’s new online platform allows you to learn anytime, anywhere, at your own pace. Fit professional development seamlessly into your busy life, whether it's during a quiet break in the community or within the comfort of your own home. If you miss a live FSLA webinar, you can now easily rewatch it on your own time.

User-friendly interface: The platform is designed with ease of use in mind. Navigate effortlessly through the course catalog, track your progress, and access learning materials with just a few clicks.

This website is a game-changer for FSLA members. Why? Because it lets you:  Level Up Your Skills: Stay ahead of the curve by learning about the latest and greatest in senior living.

 Boost Your Career: Build your skillset and open doors

to new opportunities within your community.

 Gain New Knowledge: Deepen your understanding

of best practices to provide amazing experiences for all residents.

I encourage you to dive in and explore all that the new Education Website has to offer. It's a fantastic way to keep learning and growing in your career. Scan the QR Code to begin browsing the new course catalog!

If you have any questions about the website or FSLA educational resources, please do not hesitate to reach out.

Happy learning everyone!

katherine upton

Director of Education & Engagement, Executive Editor of ENGAGE Florida Senior Living Association YOUR TRUSTED SENIOR LIVING RESOURCE | 11

LEADERSHIP

Florida's Beginning

Making Significant Strides in the ALF Industry

By Gail Matillo

P

aul Williams, the Vice President of Government Relations for Argentum, has significantly impacted the senior living industry for the past 25 years, playing crucial roles in advocating for and supporting the development and operations of highquality senior living communities.

Recently, FSLA’s CEO Gail Matillo and Director of Education and Engagement Katherine Upton interviewed Paul about his role in the history of Florida’s assisted living communities, including his service as the first CEO of the Florida Assisted Living Association, back when the organization was managed by a former law and lobbying firm located in Tallahassee. The following is an excerpt of the interview.

PAUL: I was very fortunate to have been in Florida near the beginning of when the assistive living care plan as we know or the model that we know today came about.

Gail, since you were also there during the early days, I think you'll remember at the time when I started in the early 1990s, we were referred to as Adult Congregate Living Facilities (ACLFs). In the past 30 plus years, ALFs have undergone a complete metamorphosis.

I remember one of the first bills that the association passed was changing that nomenclature to Assisted Living Facilities, which we still have today.

But really my experience came when I was working at a lobbying firm in Tallahassee.

I had done some internships when I was at Florida State University getting my master’s degree and one of the clients at this firm was a fledgling Florida Assisted Living Association.

At that time, they had just enough members to invest in legislative representation, so they hired the law firm I worked with to represent 12 |

them before the legislature and executive agencies. We also planned and held their board meetings. So, not only was the industry beginning, but certainly the association had just started at that point too. At that time, the members were entrepreneurs and caregivers that started maybe one, two at most small homes.

Pictured above: Paul Williams with Senator Marco Rubio

GAIL: Paul, what kind of issues were you facing back then?

PAUL: Well, how to make sure that consumers were living in safe places. One of our big struggles was not being lumped in with and being regulated as nursing homes. I think a lot of legislators at this time really felt like we were kind of a light nursing home model. They just didn’t know, so that was the focus at the beginning. And, at that time, Florida-based providers for the most part were small homes.

Then, the first couple of multi-state operators started communities in Florida. They have created numerous buildings not only in Florida but throughout the country and some still participate in the Florida Senior Living gail matillo, mpa Association (FSLA) board leadership.

President/CEO, One of the best stories about assisted living Florida Senior Living Association is that you still have operators I began with

BOLDLY DEFINING THE FUTURE OF SENIOR LIVING

LEADERSHIP almost 30 years ago – Mary Sue Patchett and Gwen Thibault, to name a few. So many, again, have stayed in the business and seen all the changes you and I have seen over the years. Really, I think these first operators have been one of the best things that's happened to our industry.

GAIL: You're absolutely right, Paul. I’ve had

the pleasure of hearing some of their early stories and they were amazing. Being in this business is really a rewarding experience.

So, Paul, it sounds like the business model, while it has remained the same, has also changed quite a bit. Now, we have more than 3,000 ALFs in the state representing about 116,000 resident beds.

PAUL: Yes, I would say that it’s changed quite a bit. We now have a wide range of owneroperator types in Florida. Some of them are independently owned, some of them are corporately owned, and some of them are owned by REITs.

In the beginning, in many cases, it was owner-operators who took their retirement money and said, “hey, I want to do something to care for seniors where they don’t have to go to an institutional level of care.” Certainly, there are more services and amenities we can offer them than probably what was offered in board and care homes back in the day.

So, I was certainly struck early on by the fact that many operators came from all walks of life, not just healthcare. ALFs were born out of a very entrepreneurial, hands-on approach. What a great thing to say about an industry that is now booming since this model has become so successful and demonstrated not only that it’s a stable industry but probably more important is the ability to expand to get to the next level of communities that we're going to need both now and in the future.

What is most unique about our profession is no matter who the investors are, operators are still the ones at the end of the day who are accountable and make daily decisions for the benefit of their residents.

GAIL: This is still a young industry, even

though 30 years seems like a long time.

PAUL: I think it is. I mean, most nursing

homes were created after the passage of Medicare and Medicaid in 1965 – that’s about 60 years. So, to me, ALFs are still young and evolving. If you look at when assisted living really started forming in the late 80s, early 90s, they almost had 30 years of operating as a health care model and I could say the same thing about home health too because home health has been around for an awfully long time.

What is unique is that most nursing homes are funded by the government, and I think ALFs purposely wanted to keep this business a predominantly private pay model so they would be able to make decisions to make residents quality of life and experience better. There are still some growing pains as you would expect for any industry that is maturing but still very young as far as experience goes.

GAIL: Let's go back to the association side of things. Can you give us a timeline?

PAUL: Yeah, I'd say that the late 80s is when you started hearing that terminology and you saw kind of that transition from boarding care to some of the boarding care operators that were in the business and they said, hey, we want to have communities that are able to provide more services, but also to have the quality of life and service amenities we know seniors want. I remember one of the first things I worked on with the association was the extended congregate care specialty care license that Florida had.

Back then, Florida was about the only state with that license. This was a responsible movement by the association's leaders to say, “hey, if you're going to go out and advertise that you are going to specialize in caring for seniors that have Alzheimer's or related dementia, you're going to have to do more than just hang up a shingle and say you do.

You're going to have to go through some parameters and define that.”

So, to me, ALFs are

still young and

evolving.

That was one example of looking beyond just the enhanced quality and services and recognizing the care that was needed for Alzheimer's and dementia residents.

And one of the bigger achievements was the Medicaid waiver that was finalized in the late 90s.

YOUR TRUSTED SENIOR LIVING RESOURCE | 13

LEADERSHIP That was big because Florida was probably one of the first of the states that had a program where those that qualified financially and who needing nursing home level of care would be able to live in an assisted living community and get their care needs met and obviously live in a home like setting.

We have to be able to

grow to meet their growing needs and demands.

The success of that program led to nursing home diversion programs because lawmakers both at the federal government and particularly in state government quickly realized this was a win for residents in the quality of life and the services that were available. It also saved then probably 50 to 60 percent of the cost of somebody who would have prematurely been in a nursing home had that program not been there.

GAIL: It’s so interesting that you say that because

we are still fighting for those things today. Our members are assisting living communities; they are not nursing homes. They don't want to be nursing homes, yet, you know, we're still trying to convince folks and the media of the differences.

It sounds like that has been ongoing education that's been going on since the beginning.

PAUL: Yes, and I'll tell you about the other evolution during your tenure has been to pass legislation to enable more services be provided to seniors. We have to be able to grow to meet their growing needs and demands. So being able to do the things that you've done, like get more limited nursing services and some of the assistive services that are available in people's everyday home, has been a real benefit to residents and communities.

Some of these issues should be a no-brainer, but unfortunately, those were some of the battles you and others have had to fight to get those services.

And thank goodness for that, because again, you want to be able to have seniors, have the option to receive their care in the least costly, but more importantly, the most home-like environment.

When I see our challenge, we're going to have to do more of what you're doing every couple of years to be able to get those services in statute and regulation changes so that they're available.

And it's just a constant turn and review of being able to make sure that happens.

GAIL: In the last edition of the ENGAGE

magazine we interviewed Dr. Keren Wilson, the first pioneer in Oregon to create an assisted living community. During the interview, she said that in the beginning, it was always going to be the

14 |

BOLDLY DEFINING THE FUTURE OF SENIOR LIVING

resident's decision on how much risk they wanted to take. And as it turned out, that's not the case today. The residents no longer have that ability with additional laws and regulations in place to ensure resident safety, which is a good thing.

Residents like having their own environment, their own apartment and their belongings so it actually feels like home.

PAUL: I think that's a great point. Back when we started, the government was very supportive of residents making decisions about what levels of risk that they were willing to undertake, and we used to have risk agreements in place. For example, a senior who was a diabetic who wanted chocolate cake recognized the risk.

But, I think the tragedy that's happened since we were first involved with the industry is litigation has come to a point where you have to literally take those choices away from seniors who are willing to take those risks.

GAIL: Paul, when you were managing the association through your law firm, how did the decision come about to break off from that law firm?

PAUL: We got to a point of about 100 or maybe 120 members through dues and we knew we could afford a full-time staff, so in 1998 they offered me the position of being their Executive Director.

I would say about the late 90s is when we started having very serious litigation and insurance issues.

We had an insurance crisis in 2000. We had many providers that were on the verge of going bare because there was no insurance to be had or the few that were available were completely unaffordable.

So we went through a successful tort reform effort and were able to get some things in that legislation that looked at assisted living differently than ever before. We had insurance companies that came and said, hey, this is what's going on in Florida. And I think that all those disparate interests on behalf of senior living really helped us at the end of the day get a piece of legislation that helped us through a crisis period.

GAIL: I was involved in that effort as well. We

called the campaign, “Don't Drop the Ball.”

It was an effort put forth by all health care associations to get legislation that passed in 2001.

Unfortunately, there hasn't been any other tort

LEADERSHIP legislation to that extent that has passed since then.

PAUL: Yes, during that time, we also added the extended congregate care and limited nursing service licenses, which makes us able to take care of a frailer senior with more acute needs.

We would not have had a Medicaid waiver if we did not have those two licenses because we would not have been able to provide the services to meet a nursing home level of care, which is what waivers do without those advanced licenses.

GAIL: You did such a wonderful job here in

Florida; how did you transition to Argentum?

PAUL: I was intrigued to move to Washington, D.C. because I knew there was a lot to gain by having a national association. I always wanted to have more national experience. I knew there would be some pressures and we're experiencing that.

My job at Argentum is primarily working with state partners like Florida Senior Living Association. We have state partners in 34 states so to work with them, support them in their efforts to make sure that their state regulatory models are strong and avoid federal regulation intrigued me. The most satisfying part of my job is to watch state associations pass laws and regulations because what I think the public and even the government does not realize is that everything you do is always for the benefit of residents.

You know for you to take the reins and to continue to move the industry forward -- my hat's off to you and your counterparts in the states because that is not easy, and your job is more difficult because Florida's the number two state in the country for seniors.

GAIL: Before we end today, please tell us about some of the challenges that we're facing today.

I know there's a lot of stuff going on now at the federal level.

PAUL: One of the biggest struggles is with the media. The recent Washington Post stories, New York Times, etc., it reminds me of what happened in Florida about a dozen years ago with the Miami Herald series, “Neglected to Death.” But go look at some of the independent survey agencies out there like

JD Power and US News and World Report; they are seeing satisfaction levels in assisted living that exceed tourism and the hospitality industry. Assisted living is a success story that gets lost.

GAIL: Yes, I remember how the Miami Herald article negatively affected assisted living communities. That’s one reason that the Florida Senior Living Association was created.

We worked alongside the legislature for three years on an ALF regulatory bill that passed in 2015.

One of the other things too, Paul, I think we should point out that times have changed.

Years ago, folks would take 5-10 years to make the decision whether they wanted to live in assisted living or not. Now, families are making those decisions within 24 hours. That is a real compliment to the great work we're doing in our communities.

PAUL: Three out of four people will need longterm care services and support at some point in their lives. I think that's paramount because if we don't do a good job now, we're going to continue to have calls for federal regulation.

Every operator and their staff must realize they have to be spokespeople and advocates for our industry. That message has to be delivered, because if our operators and their staff are not delivering that message, guess what? Federal regulation.

WOR K | L I F E | P U R P O S E I NS P I R AT I O N

Listen to the companion podcast of FSLA's interview with Paul Williams, Vice President of Government Relations, Argentum. floridaseniorliving.org/podcast

GAIL: We have to keep up all the good work

that we are both doing at a federal and state level. Argentum and FSLA are making huge strides for communities and for the residents they serve. We keep communicating that message every day. Communities that are not members should join and get involved at the state and federal level. Paul, thank you for everything you do. It has been a pleasure knowing and working with you all these years.

PAUL: Thank you. Gail, you’re amazing as well. Always looking forward. And, you know, Florida is always going to be the most special state to me. Thank you for your leadership and to your board and staff for all you're doing to tackle some, quite frankly tough issues. You and I both know it's not going to get any easier, but I'm certainly glad you're there to lead us to where we need to be.

YOUR TRUSTED SENIOR LIVING RESOURCE | 15

Exploring the Benefits of Becoming a CNA Certified Nursing Assistants Make an Impact in Florida's Assisted Living Facilities

By Lori Barnes, PhD, APRN, ANP-BC

I

n the dynamic field of healthcare, Certified Nursing Assistants (CNAs) play a crucial role in delivering essential care to patients, particularly in settings like assisted living facilities. Let's explore the multifaceted benefits of pursuing a CNA certification in Florida, focusing on both professional advantages and the positive impact on patient care.

The Vital Role of CNAs

Certified Nursing Assistants are integral members of healthcare teams, providing direct care under the supervision of licensed nurses.

Their responsibilities include assisting with daily activities, monitoring patient health, and ensuring comfort and safety.

Benefits of Becoming a CNA in Florida

1. Increasing Demand: Florida's growing population, especially retirees, ensures a steady demand for CNAs across various healthcare settings.

2. Quick Entry and Stability: CNA training programs are relatively short and affordable, offering quick entry into the healthcare field with excellent job stability and growth opportunities.

3. Flexible Work Options: CNAs enjoy flexible work hours and settings, with many opting to work in assisted living facilities for predictable schedules and meaningful patient interactions.

16 |

BOLDLY DEFINING THE FUTURE OF SENIOR LIVING

EDUCATION Working in an Assisted Living Facility

Assisted living facilities provide a supportive environment for residents needing help with daily activities but not requiring intensive medical care. Working as a CNA in such settings offers unique advantages: • Holistic Care Approach: CNAs deliver personalized care that considers residents' physical, emotional, and social needs, fostering a supportive community environment.

• Professional Growth: Assisted living facilities offer opportunities for CNAs to advance their skills through specialized training and certifications, enhancing career prospects.

• Community Engagement: CNAs become integral parts of facility communities, collaborating with healthcare teams, residents, and families to ensure comprehensive care and support.

Benefits of CNA Training for Patients

1. Personalized and Safe Care: Patients benefit from CNAs' personalized care plans and safety protocols, ensuring comfort and reducing risks associated with daily activities.

2. Enhanced Comfort and Dignity: CNAs trained in respectful care practices uphold patients' dignity during intimate tasks like bathing and dressing, promoting emotional well-being.

3. Advocacy and Coordination: CNAs advocate for patients' needs within healthcare teams, ensuring effective communication and continuity of care in assisted living settings.

Becoming a Certified Nursing Assistant and working in an assisted living facility offers a rewarding career path with substantial benefits for professionals and patients alike. CNAs provide vital support and compassionate care, enhancing residents' quality of life through personalized attention and dedicated service. If you're passionate about making a difference in healthcare, pursuing CNA training in Florida and joining an assisted living facility could be a fulfilling choice, promising both personal growth and meaningful impact in the lives of others.

CNAs play a crucial role in delivering essential care to patients, particularly in settings like Assisted Living facilities.

lori barnes, phd, aprn, anp-bc

Director of Nursing Education Veritas Nursing Academy

GRANTS FOR CNA TRAINING AND TESTING

NOW AVAILABLE to member and non-member Florida Assisted Living Facilities.

t ca boo m

p

CNA

Learning Opportunities Available

IN-PERSON and ONLINE

Your employees will learn from the best!

Students will gain the skills needed to provide exceptional care, reducing your liability risks and ensuring positive patient outcomes. Exam fees and books are also covered.

MORE INFO YOUR TRUSTED SENIOR LIVING RESOURCE | 17

OPERATIONS & REGULATORY

Proactively Preventing Risk An Essential Operating Component

By Kelly M. Smith, CLSSBB, CPHQ

F

lorida’s older adults have a plethora of options for assisted living opportunities, with over 3,300 currently licensed communities across the state. While some older adults seek assisted living options for socialization and community engagement, many require assistance with activities of daily living, medical care, and medication monitoring to ensure their safety and security. Given the increase in litigation across the sector, proactive prevention of risk has become an inevitable concern.

According to the Agency for Healthcare Administration, there were 2,194 incidents reported within Florida assisted living facilities where a resident experienced a bone fracture or dislocation of a joint, representing 1/3 of adverse events reported for 2023. While older adults are susceptible to the risk of fracture due to several inherent factors, falls are the predominant cause; thus, the creation of a systematic fall prevention approach is crucial, and implementation can go a long way to protect residents and reduce risk.

By definition, a systematic preventive approach is one that is conducted on a regularly scheduled basis, is repeatable, and can be monitored. Proactive, systematic fall prevention begins with team member training. Upon hire and periodically thereafter,

18 |

team members should be educated using an interdisciplinary approach relative to what represents normal physical and cognitive aging among older adults so that they can recognize a change in condition, regardless of the department they work in. All team members should be educated on safety protocols, emergency procedures, and who to notify if a change in condition becomes apparent.

Following a resident’s assessment upon admission, all potential risk factors that may predispose the resident to experience a fall, such as physical frailty, ambulatory issues, or potential medication side effects, should be documented in the resident’s personalized care plan. Then, risk factors should be articulated to all team members, including food service staff in the dining room, housekeeping, transportation providers, activity staff, etc. to ensure an ‘all hands on deck approach’ to resident safety. Any change in a resident’s condition must be reported, documented, and communicated to the entire team as well as family members to educate them on the dangers associated with falls.

Finally, a comprehensive risk assessment of the facility’s physical environment should also be conducted on a weekly continued on page 20

BOLDLY DEFINING THE FUTURE OF SENIOR LIVING

OPERATIONS & REGULATORY basis and include all common areas, resident rooms, and outdoor spaces to identify potential hazards such as uneven flooring, inadequate lighting, or potential tripping hazards. Any identified issues should be corrected promptly.

Preventing risk is everyone’s responsibility and systematic processes promote clear expectations of identifying, communicating, and preventing falls. Assisted living facilities are rapidly becoming the nursing homes of the future with acuity levels higher than ever before. As a result, the population in general requires more assistance. The attraction to a homelike environment that provides a higher level of independence and autonomy than their nursing home counterparts, makes assisted living facilities an appealing option.

However, a lack of systematic processes to reduce risk can result in adverse outcomes

for residents, increased healthcare costs, legal liabilities, reputational damage, and regulatory non-compliance.

Implementing comprehensive strategies to mitigate these risks and promote the safety and well-being of older adults in senior living is not only an essential operating component, but also serves as an opportunity to set your facility apart from competitors.

Demonstrating a commitment to quality to residents, team members, family members, and visitors that promotes safety, can only elevate a reputable brand. For more information on how to develop systematic processes in your facility and approach quality management proactively, please reach out to Q3 Healthcare | A Division of Saltmarsh, Cleaveland, & Gund at info@saltmarshcpa.com.

Preventing risk is everyone’s responsibility and systematic processes promote clear expectations of identifying, communicating, and preventing falls.

kelly m. smith, phd, clssbb, cphq

Q3 Healthcare Consulting, LLC

monica wilson, ms ICEBridge, LLC

Have a question about assisted living operations?

Ask Monica: Monica@icebridgetraining.com

Can we accept a chest x-ray that was taken two years ago as evidence of a negative tuberculosis examination?

In this instance, a health care practitioner must conduct the examination, and it is up to the health care practitioner to determine how often a chest x-ray is required. Typically, chest x-rays are used when one has a positive tuberculosis test. In these cases, assisted living communities are required to have a health care practitioner’s statement that the individual does not 20 |

constitute a risk of communicating tuberculosis. This must be obtained on an annual basis from the health care practitioner conducting the screening.

Who determines what overthe-counter drugs and quantity are held in stock supply in the assisted living community?

How long do we have to report background screening status for initial screenings?

If the community chooses to have a stock supply of over-the-counter drugs, the community determines which drugs and how much stock. Stock medications must be labeled with the medication’s name, the date of purchase and a notice that it is part of the community’s stock supply.

Effective January 1, 2024, background screening rosters must be updated within 5 days of initial screening or a change in status, for example, a separation.

BOLDLY DEFINING THE FUTURE OF SENIOR LIVING

fsla 2024 conference program July 10-12, 2024

Ritz Carlton Grande Lakes | Orlando, Florida

JULY

CONFERENCE AGENDA EVENT

LOCATION

2pm - 6pm

Exhibitor Registration

Plaza Registration Desk

6pm - 7pm

Board/Exhibitor Reception

Tuscany Ballrooms

JULY

TIME

9

TUESDAY

TIME

10

Sponsored by Guardian Pharmacy and Nona Scientific

WEDNESDAY EVENT

LOCATION

6am - 5pm

Exhibitor Setup in the Expedition Hall

Ritz-Carlton Ballrooms

7am - 8am

Sunrise Sweat Session

Da Vinci Lawn North

8am - 5pm

Exhibitor Registration Open

Plaza Registration Desk

8am - 11am

FSLA Leadership Academy

Capri

9am - 5pm

Registration Open

Plaza Registration Desk

Speaker: Velma Knowles, Chief Energy Officer, Leaders Pathway, LLC

LIONS, tigers & legislation - oh my!

Opening Luncheon; Legislative Forum & Legislative Awards

12pm - 2pm

Speakers: Jason Hand, Esq., Chief Operating Officer and General Counsel, Florida Senior Living Association; James McFaddin, Partner, The Southern Group; Jim Browne, Former Chief Legislative Aide to the Florida House Majority Leader

Tuscany Ballrooms

FSLA Legislative Award Recipients: FSLA Lifetime Achievement – House Majority Leader Michael Grant; FSLA Senator of the Year – Sen. Colleen Burton; FSLA Representative of the Year – Rep. Ryan Chamberlin Sponsored by Distinctive Living and ProVisio

hot topics in assisted living 2pm - 2:30pm

General Session; Regulatory Brief

Tuscany Ballrooms

2:30pm - 3pm

FSLA Leadership Academy Graduation | Bright Young Leader Award Presentation

Tuscany Ballrooms

3pm - 5pm

unleash your inner roar: lessons from the lion king, broadway's alton fitzgerald white

Tuscany Ballrooms

Speakers: Brian Bursa, Founder & Administrative Partner; Kirsten Ullman, Founder & Managing Partner, Ullman Bursa Law

Speakers: Velma Knowles, Chief Energy Officer, Leaders Pathway, LLC; Gail Matillo, President & CEO, Florida Senior Living Association

Opening Keynote

Sponsored by Sensiva Health 6pm

Rumble in the Jungle: Silent Auction Opens

Don't miss the amazing items available in our Silent Auction!

Ritz-Carlton Ballrooms

JULY

CONFERENCE AGENDA

TIME

10

W E D N E S D A Y (continued) EVENT

LOCATION Fun Night! Dinner and Entertainment in Expedition Hall

6pm - 8pm

Ritz-Carlton Ballrooms

Calling All Party Animals!

JULY

8pm - 10pm

TIME

11

The party continues with Live Music by The Jam Band and Jungle Boogie Bar Jungle Boogie Bar Sponsored by Experience Fresh

Plaza Pre-function

THURSDAY EVENT

LOCATION

7 - 8am

Sunrise Sweat Session

Da Vinci Lawn North

8am - 5pm

Registration Open

Plaza Registration Desk

the wild side of senior housing 8:30am - 9am

Breakfast; General Session

Speaker: Justin Hutchens, Executive Vice President of Senior Housing, Ventas

Tuscany Ballrooms

Untamed intelligence: exploring ai in the jungle Opening Session

Presented by Fitz Brumder, WiseOx 9am - 10:30am

survival of the fittest: navigating the intricacies of senior living

Tuscany Ballrooms

Opening Session

Speaker: Robert Kramer, Founder, Nexus Insights / Co-founder & Strategic Advisor, NIC Sponsored by Harbor Retirement Associates 10:40am - 11:30am Session 1A

Leadership & Technology Track Sponsored by ecp Session 2A

operations & regulatory track

Sponsored by Paychex Session 3A

clinical practices/ memory care track

Breakout Session A

Plaza and Tuscany Ballrooms

charting affordable trails in the middle market

Speakers:Robert Kramer, Founder, Nexus Insights / Co-founder & Strategic Advisor, NIC; Pilar Carvajal, CEO & Founder, Innovation Senior Living; Joe Jasmon, CEO/Founder, American Healthcare Management Group/Elevate Senior Living

Plaza Ballroom I

don't monkey around with conflict

Speaker: Robin Khanal, Partner, Quintairos, Prieto, Wood & Boyer, P.A.; Stephen Mistoler, Associate, Quintairos, Prieto, Wood & Boyer, P.A.

Plaza Ballroom II

Ecosystems & Economics: Providing Value-Based Care

Speakers: Julie Kemman, President, Health Care Professional Consulting Services, Inc.; Alan Fairbanks, President of the ValueBased Care Alliance, Serviam; Mary Henschel, Director of Regulatory & Government Affairs, PointClickCare

Plaza Ballroom III

JULY

CONFERENCE AGENDA TIME

11

T H U R S D A Y (continued)

Session 4A

EVENT Navigating the Jungle of a Sales Director while Keeping Your Eye On The Tiger

11:30am - 2pm

Exploring the Wild: Meet & Mingle with Fellow Travelers in the Expedition Hall

Ritz-Carlton Ballrooms

2:10pm - 3pm Breakout Session B

Breakout Session B

Plaza and Tuscany Ballrooms

Sales, Marketing & Business Development Track

Session 1B

Leadership & Technology Track Sponsored by ecp

Session 2B

operations & regulatory track

Sponsored by Paychex

Speakers: Abbey Rocco, Vice President of Sales, Nona Scientific; Matt Rocco, Partner, Sandler Sales Coaching; Susie Carey, COO, SB Senior Consulting Services; Tara Tosh, Regional Director of Sales and Marketing, Charter Senior Living

Exhibit Show Open | 11:30am-2pm Box Lunch in Expedition Hall | 12:30pm-1:30pm

LOCATION

Tuscany Ballrooms

Leading the Expedition: Insights from Jungle-tested C-Suite Executives

Moderator: Shelley Esden, Founder & CEO, Lexor Living Speakers: : Lindsey Hacker, CEO, ProVisio; Greg Roderick, President & CEO, Frontier Senior Living; Joe Signore, President, Tapestry Senior Living; Joe Jedlowski, Chairman & CEO, Distinctive Healthcare; Michele Thompson, Chief Operations Officer, Retirement Unlimited, Inc.

The Power of Tribe: Exploring Guardianships & Family Dynamics

Speakers: Shawn Harrison, President, SHA, PLLC; Mary Beth Hunt, Long-Term Care Social Work Manager, Community Hospice

Plaza Ballroom I

Plaza Ballroom II

Third-Party Wellness in the Wild Drives Business Success Session 3B

clinical practices/ memory care track

Moderator: Pilar Carvajal, CEO & Founder, Innovation Senior Living Speakers: Sarah Robertson, National Director of Training & Customer Plaza Ballroom III Support, Wellness Services, EnerG by Aegis; Melissa Hale, Chief Operating Officer, Legacy Healthcare Services; Steve Weissblum, Co-Founder and CEO, Troupe Health Partners; Stephanie Bell, Vice President of Clinical Operations Southeast Region, Curana Health

Don't Let it GEt Wild: Trekking the Media Safari Session 4B

Sales, Marketing & Business Development Track

Moderator: Mary Sue Patchett, Strategic Advisor for New Business, Patriot Angels; Founding FSLA Board Member Speakers: Damon Thomas, Senior Vice President of Operations, Providence One Senior Living; Lois Bowers, Editor, McKnight's Senior Living; John Moschner, President, SenCare Management

Tuscany Ballrooms

2:30pm - 4pm

Reverse Trade Show

Sienna I & II

3pm - 3:15pm

Refreshment/Stretch Break

Plaza Pre-function

3:15pm - 4:05pm Breakout Session C

Breakout Session C

Plaza and Tuscany Ballrooms

Session 1C

See the Forest through the Trees: Navigating senior living with expert guidance

Leadership & Technology Track Sponsored by ecp

Sponsored by Five Star Senior Living Sponsored by Elegance Living

Moderator: Aaron Fish, CEO/Founder, Trestle Hospitality Concepts Speakers: Erin Thompson, Founder Aspire for More with Erin; Anna Hall, Founder, The Purpose Equation

Plaza Ballroom I

JULY TIME

11

Session 2C

operations & regulatory track

CONFERENCE AGENDA T H U R S D A Y (continued) EVENT Hacking the Habitat: Developing for Senior Living's Future

Sponsored by Paychex

Speakers: Paul Stegenga, Architect, Stegenga + PARTNERS; Monica Marlow, Director of Public Relations, Lake Apopka Natural Gas District; Michelle Pierce, COO, Providence Senior Living

Session 3C

Untangling the Vines: Managing Behavioral Health Challenges in Memory Care Units

clinical practices/ memory care track

Speakers: Dr. Karla Pena Rosa, Clinical Psychologist, Huntingdon Behavioral Health; Dr. Michelle King, Regional Pharmacy Consultant, Huntingdon Behavioral Health; Dawn Platt, Corporate Memory Care

Session 4C

Winning the Digital Leads Game: It’s a Jungle Out There!

Sales, Marketing & Business Development Track 3:15pm - 4:05pm Breakout Session C Session 1D

Leadership & Technology Track Sponsored by ecp Session 2D

operations & regulatory track

Breakout Session D

Plaza and Tuscany Ballrooms

Earn Your Stripes by Taming the Technology Beast

Speakers: Ernie Ianace, President, Amba Health; Gloria Hughes, Senior Vice President, Innovation Senior Living; Jackie Ramieri, CEO, CareWork; Danyele Homer, Head of Customer Success, August Health

The Risk Management Safari: A Hunt for Hidden Dangers

Session 3D

Jungle Talk: Cultivating Realistic Communication

Leadership & Technology Track Sponsored by ecp

Plaza Ballroom III

Tuscany Ballrooms

Sponsored by Paychex

Session 4D

Plaza Ballroom II

Speakers: Julie Podewitz, CEO & Founder, Grow Your Occupancy; Deborah Howard, CEO, Senior Living SMART & LeadGenie

Speaker: Natalie Campaneria, Safety Management Consultant, The MEMIC Group

clinical practices/ memory care track and Sales, Marketing & Business Development JOINT Track

LOCATION

Moderator: Gwen Thibault, Divisional Vice President of Operations, FL/PA, Legend Senior Living Speakers: Jennifer Dixon, CEO, JD Solutions Group; Joe Signore, President, Tapestry Senior Living; Elaina Couming, Regional Healthcare Director for Florida, Legend Senior Living

navigating the investment jungle

Speaker: Ben Gelhaus, VP, Investments, Welltower

Plaza Ballroom I

Plaza Ballroom II

Tuscany Ballrooms

Plaza III

Chefs' Competition 5:15pm - 6:45pm

Speakers: FSLA’s Food Star Shawn McGregor and featuring professional senior living dining chefs all competing for the coveted “Chef of the Year” award and Aaron Fish, CEO/Founder, Trestle Hospitality Concepts presenting a signature cocktail Sponsored by US Foods and Healthcare Service Group

5:15pm - 6:15pm

Cornhole Tournament

6:45pm

Dinner on Your Own

7pm

Silent Auction Closes

Sponsored by Pruitt Health

Ritz-Carlton Ballrooms

Plaza Pre-function

JULY

CONFERENCE AGENDA TIME

12

FRIDAY EVENT

LOCATION

7 - 8am

Sunrise Sweat Session

The Da Vinci Lawn North

9am - 10am

Breakfast in the Expedition Hall

Ritz-Carlton Ballrooms

10am - 5pm

Exhibits Teardown

Ritz-Carlton Ballrooms

10am - 10:50am Breakout Session E

Breakout Session E

Plaza and Tuscany Ballrooms

Session 1E

Don't Take on the Wild Uncovered!

Coffee Sponsored by Mortellaro Law

Leadership & Technology Track

Speakers: Tara Clayton, Senior Vice President, Marsh Senior Living & LTC Practice; JD Swanson, Insurance Executive & Partner, Propel Insurance; Donny Gray, Sales Executive, Plastridge Insurance Agency

Sponsored by ecp Session 2E

braving the administrative complaint safari

operations & regulatory track

Sponsored by Paychex

Speaker: Amy Schrader, Shareholder, Baker, Donelson, Bearman, Caldwell, & Berkowitz, PC

Plaza Ballroom I

Plaza Ballroom II

exploring the wild myths of hospice

Session 3E

clinical practices/ memory care track

Speakers: Bobbie Hoover, Director, Home & Long-term Care Hospice Clinical Services, Community Hospice & Palliative Care; Mary Beth Hunt, Social Work Manager, Long-Term Care, Community Hospice & Palliative Care

Session 4E

Automation Expedition: Attract & Engage Potential Residents effectively Amalfi I & II

Sales, Marketing & Business Development Track

Plaza Ballroom III

Speakers: Sean Leonard, CEO/ Co-Founder, ActiveDEMAND; Sonia Vachon, Vice President of Sales & Marketing, ActiveDEMAND

10:30am - 12pm

Reverse Trade Show

Sienna I & II

10:50am - 11am

Refreshment/Stretch Break/Hotel Check-Out

Plaza Pre-function

Sponsored by HCPCS, Inc.

Sponsored by Quintairos, Prieto, Wood & Boyer P.A.

leadership journey through the wild 11am - 11:50am

12pm - 1:30pm

General Session

Speakers: Kelly Smith, Co-Founder, Q3HC; Jennifer Ziolkowski, Co-Founder Q3HC; Dan Loon, SVP of Program and People Development, Legend Senior Living

best of the best awards luncheon

Luncheon Sponsored by: Stegenga + Partners Awards Sponsored by: Welcome Home

Tuscany Ballrooms

Tuscany Ballrooms

paws, claws and ahca laws: ahca regulatory update 1:30pm - 3pm

3pm

26 |

General Session

Intro: Ombudsman Terri Cantrell, Florida Department of Elder Affairs; Speaker: Kim Smoak, Deputy Secretary, Agency for Health Care Administration

Conference Adjourns

BOLDLY DEFINING THE FUTURE OF SENIOR LIVING

Tuscany Ballrooms

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EXHIBITOR BOOTHS

*We regret any changes or omissions due to printing deadlines.

4-M Healthcare Booth 31 Accushield Booth 39 Ace Handyman Corp.

Booth 52 ActiveDEMAND Booth 5 Adams Keegan Booth 44 Aegis Therapies Booth 35 AFTERDISASTER Booth 79 Aline Booth 53 ALIS by Medtelligent Booth 25 Amba Health & Care Booth 33 August Health Booth 61 Balmoral Senior Living LLC Booth 51 BELFOR Property Restoration Booth 13 Ben E. Keith Foods Booth 78 BlueTeam Booth 11 BMS CAT Booth 8 Brookdale Senior Living Booth 45 CAROLINA SENIOR CARE Booth 82 Century Fire Protection Booth 12 Chattr Booth 85 ClearWellness Booth 48 Concierge Pad Booth 75 Conversion Logix Booth 63 CPH Booth 42 Curana Health Booth 77 ECP Assisted Living Software Booth 59 Empower Me Wellness Booth 68 Florida Natural Gas Association Booth 71 FL Telecommunications Relay, Inc. Booth 72 Forbo Flooring Systems Booth 17

Forum Architecture & Interior Design, Inc. Booth 41 FOX Rehabilitation Booth 22 Fynn Booth 65 Grow Your Occupancy Booth 6 Guardian Pharmacy Booth 38 H2 Health Prime Living Booth 66 Hercules Outdoor Amenities Booth 56 HPS Booth 18 HPSI Purchasing Solutions Booth 69 Huntingdon Behavioral Health Booth 37 HUR USA Booth 15 KARE Booth 50 Kevala Booth 67 LabFlorida Booth 24 Legacy Healthcare Booth 34 Lightspeed Group Inc. Booth 7 MBI Booth 3 McKesson Medical-Surgical Booth 70 MERI/Genesis Booth 32 Mortellaro Law Booth 14 Navigator Group Purchasing, Inc. Booth 54 Nobi Booth 2 Nona Scientific Booth 81 Notify Booth 84 NovoPharm Pharmacy Booth 47 Omnicare Booth 74 Patriot Angels Booth 83 PharmcoRx Pharmacy Booth 80

PharMerica Booth 60 Pipe Restoration Solutions, Inc Booth 10 Pixformance Inc. Booth 58 Plastridge Insurance Booth 49 Polaris Pharmacy Services Booth 28 Procurement Partners Booth 57 Propel Insurance Booth 36 Provisio Booth 27 Pure Solutions Booth 20 Rapids Flood Team Booth 88 Restore First Health Booth 19 Safe Mobility for Life Coalition Booth 73 Secure Clinical Solutions, LLC Booth 43 Select Rehabilitation Booth 55 Senior Nannies Home Care Booth 64 Senior Safety Technologies Booth 9 Senior Sign Booth 4 SeniorLivingGuide.com Booth 46 Sensiva Health Booth 87 Sentrics Booth 26 Servpro Ft Lauderdale Booth 21 Supply360 Booth 1 The Magnification Company, LLC Booth 76 Toi Labs, Inc. Booth 30 Tooth Fairy Booth 40 Troupe Health Booth 16 TZMO USA, Inc. (Seni) Booth 23 US Foods Booth 86 WelcomeHome Software Booth 62 Yardi Systems Booth 29

DESTIN FORT MYERS JACKSONVILLE MIAMI OCALA ORLANDO PALM BEACH DEERFIELD BEACH TALLAHASSEE TAMPA DISASTER RECOVERY AND PROPERTY RESTORATION Helping Senior Living Facilities Statewide EMERGENCY BOARD-UP DEBRIS REMOVAL SITE CONTAINMENT WATER EXTRACTION SMOKE AND SOOT REMOVAL MOLD REMOVAL DRYING AND DEHUMIDIFICATION CONTENTS RESTORATION DOCUMENT RECOVERY ENVIRONMENTAL SERVICES ASBESTOS AND LEAD ABATEMENT HAZARDOUS WASTE REMOVAL RECONSTRUCTION GENERAL CONTRACTING Florida License CGC046432

28 |

24-HOUR EMERGENCY SERVICE

800.856.3333

Hurricane Response Experience Ability To Deploy More Resources Than Any Other Contractor

FSLA

is the premiere association exclusively representing assisted living, memory care, and independent living communities that provide the best choices, options, and quality care to thousands of seniors daily in Florida.

Each issue of ENGAGE goes out to our exclusive member and partnership list statewide!

Advertise with us!

floridaseniorliving.org/engage www.belfor.com

BOLDLY DEFINING THE FUTURE OF SENIOR LIVING

LEGISLATIVE POLICY & LEGAL AFFAIRS

Staying Ahead of the Curve Rule Changes are Essential for Your Success

I

By Jason Hand

n today's dynamic senior living landscape, change is the only constant. This includes the ever-evolving web of rules and regulations that govern how companies operate. From senior living regulations to environmental standards, staying on top of rule changes is crucial for any ALF seeking to thrive. Here are several key reasons why ALFs must pay close attention to rule changes:

Building Trust and Protecting Your Reputation

The most immediate consequence of neglecting rule changes is the risk of non-compliance. This can lead to a cascade of negative effects, including hefty fines, legal repercussions, and even operational shutdowns. For instance, an ALF that fails to file required daily reporting in HFRS risks AHCA enforcement action!

There are several ways ALFs can stay informed about rule changes. Subscribing to FSLA publications, attending FSLA conferences, and partnering with FSLA legal and compliance consultants are all valuable strategies. Additionally, many government agencies provide online resources to keep businesses updated on regulatory changes.

Compliance Keeps You Safe

Adapting to New Opportunities

Rule changes aren't always restrictive. Often, they can present new opportunities for ALFs that are prepared. For example, a shift in ALF CEMP regulations might create an opportunity for your community to review its operations models – perhaps creating additional safeguards for residents and staff while strengthening relationships with local emergency management officials.

Maintaining a Competitive Edge

Staying informed about rule changes allows your ALF to anticipate and adjust their strategies accordingly. This proactive approach can give them a significant edge over competitors who are slow to adapt. By understanding the evolving regulatory landscape, your ALF can position itself to capitalize on new staff training requirements.

Demonstrating a commitment to compliance fosters trust and strengthens a company's reputation. Customers and partners are more likely to do business with an ALF that operates ethically and responsibly. In today's information age, news of non-compliance can spread quickly and damage a brand's image for years to come.

How to Stay Informed

In conclusion, paying close attention to rule changes is not simply an option for ALFs that want to achieve longterm success. By staying informed and adapting their operations accordingly, ALFs can mitigate risks, capitalize on new opportunities, and build a strong reputation in the marketplace. Remember, a proactive approach to navigating the ever-changing regulatory environment is essential for ensuring your ALFs continuity and achieving sustainable growth. Visit floridaseniorliving.org for more information for how to help ensure your ALFs success!

jason hand

COO & General Counsel Florida Senior Living Association YOUR TRUSTED SENIOR LIVING RESOURCE | 29

OPERATIONS & REGULATORY

Guide Path and FSLA

Proactive Risk Management and Culture Change Solutions offered to FSLA Members

By Rebecca Adelman, Esq.

G

uide Path, a new innovator of solutions for senior living communities introduces a new collaboration to enhance Senior Living. This partnership introduces the Guide Path national certification program along with the Resident and Family Insights Survey, along with a comprehensive suite of resources aimed at proactive risk and expectations and transforming the senior living experience.

Meeting the Challenges in Senior Living

Senior Living communities today face a myriad of challenges, including rising lawsuit activity and related financial losses.

Guide Path addresses these issues head-on through resident and family expectations management and proactive risk mitigation. By setting and managing realistic expectations with proven education and resources, Guide Path helps communities navigate these potential and actual conflicts.

Special Support for FSLA Members Guide Path extends special support to FSLA members, emphasizing its commitment to the senior living community: Lower Certification Fees: Offering FSLA members reduced certification fees and reinvesting a percentage into FSLA member certification, demonstrating a strong commitment to 30 |

the community’s growth and success.

Discounted Resources: Providing discounted risk management resources for communities, residents, and families with the Insights Survey and related tools, ensuring comprehensive support at every level.

Advocacy: Working alongside FSLA to gain recognition for Guide Path Certified Communities as quality and process improvement and regulatory compliance programs, further enhancing the reputation and credibility of certified communities.

Comprehensive Benefits of Guide Path Solutions Guide Path offers an array of benefits that extend far beyond basic certification. These include: Realistic Expectations Management: Through educational programs delivered by senior living subject matter experts and thought leaders, Guide Path helps set and manage realistic expectations for residents and families. This approach significantly reduces misunderstandings and dissatisfaction, fostering a more harmonious living environment.

Empowered Staff and Reduced Turnover: Empowering staff with the knowledge and tools they need leads to reduced turnover and a more stable community environment. Staff

BOLDLY DEFINING THE FUTURE OF SENIOR LIVING

OPERATIONS & REGULATORY members feel valued and supported, which enhances their job satisfaction and retention.

Leadership and Market Differentiator: Certified communities stand out as leaders in the industry, setting themselves apart with their commitment to quality and excellence.

Reduced Liabilities and Costs: Effective risk management translates to reduced liabilities and lower operational costs, making it a financially sound investment for senior living communities.

Leadership Behind Guide Path Guide Path was founded by Rebecca Adelman, Esq., who brings over 30 years of legal expertise defending senior living communities in litigation. Her extensive experience in providing risk management, education, and training throughout the country has shaped Guide Path’s comprehensive approach to solving the key risk drivers that have been the source of lawsuits, regulatory complaints, and other losses in senior living.

Certification Programs and Future Support Guide Path’s certification can be completed at the community’s own pace or through a three-day accelerated program led by Guide Path Specialists, offered monthly starting in July. Additionally, Guide Path is actively seeking

grants to support FSLA members in achieving certification.

Importantly, the certification program is accredited for 10.25 NAB and 9.0 Nursing Credits, ensuring that participants receive valuable professional development. Certification lasts two years and includes access to curated resources in the Guide Path Collective, a comprehensive suite of extended learning opportunities designed to reinforce and create deeper culture change and engagement within communities. The first accelerated online certification is July 23-25.

To learn more about Guide Path and certification, scan the QR code.

P: 901.201.4553 Info@GuidePathLLC.com GuidePathLLC.com

rebecca adelman, esq.

Founder of Guide Path

FSLA is collecting recipes, stories and sweet traditions from members and residents for an exciting recipe book project. Help us fill its pages with your favorite family recipes!

Scan the QR Code or visit

floridaseniorliving.org/recipes

YOUR TRUSTED SENIOR LIVING RESOURCE | 31

CULINARY & HOSPITALITY

Crafting the Perfect Senior Living Beverage Program

By Aaron Fish

I

n today's Senior Living marketplace, finding ways for your community to stand out from the crowd becomes critical.

There is the need to look at your amenities and ancillary services not just as market differentiators, but also as potential revenue sources. One way that this can be accomplished is by evaluating the value of having and implementing a hospitalityforward beverage program.

Creating a successful beverage program in a senior living community is a multifaceted endeavor that requires careful consideration of several different factors. Things such as resident preferences, quality offerings, staff training, marketing strategies, and continuous engagement are critical for longterm success with any beverage program. We will explore these key elements to help senior living operators develop and implement a beverage program that not only enhances resident satisfaction but also generates revenue.

Understanding Resident Preferences

The foundation of any successful beverage program lies in understanding the preferences of the residents. Conducting surveys and engaging in direct conversations with residents can provide valuable insights into their tastes and dietary needs. For instance, some residents may prefer non-alcoholic beverages due to health reasons, while others might enjoy a glass of wine with dinner. Seasonal preferences also play a significant role; for example, during summer, residents might favor refreshing options like fruit-infused sodas or specialty iced teas. Another factor is understanding residents' ability and willingness to spend their disposable income on such 32 |

a program. There is often a fear of “nickel and diming” our residents on ancillary charges that often causes us to avoid pricing services at fair market rates. With most Hospitality operations looking at a 300% markup over cost on their beverage menus, there is ample opportunity to understand what residents can't afford and still generate significant revenues while maintaining below-market pricing.

By gathering this information, operators can tailor their beverage offerings to meet the specific desires of their community, ensuring higher satisfaction and increased consumption.

Quality and Variety of Offerings

A diverse and high-quality beverage selection is crucial for keeping the menu both interesting and appealing. This includes offering a range of options such as specialty coffees, teas, fresh juices, and a selection of wines, beers, and spirits.

For example, incorporating premium water options like sparkling or infused water stations can encourage better hydration among residents, which is particularly important for older adults who may struggle with adequate fluid intake. Additionally, modern trends such as cold brew coffee and antioxidant-rich juices can be included to cater to contemporary tastes and health-conscious residents. Offering a variety of beverages not only enhances the dining experience but also promotes better health and wellness.

Offering alcoholic beverages does come with some additional thought and planning, especially when considering variety.

Trying to develop an extensive wine list, for example, can lead

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CULINARY & HOSPITALITY to significant costs and inventory expenses that may not be wanted or needed. It's better to be strategic with your wine and spirits menus- start small and then add and adjust based on resident demand.

Monitoring and tracking your sales data will make this easier for your managers and will also help you better understand the value in revenue generated by your beverage offerings.

Staff Training and Education

Investing in comprehensive training for staff is essential for the success of the beverage program. Staff should be well-versed in beverage preparation, service, and knowledge. This includes understanding the different types of beverages offered, their health benefits, and how to make recommendations based on resident preferences. Effective training programs can significantly enhance the resident experience. For instance, staff who are knowledgeable about the benefits of certain beverages, such as the hydrating properties of infused water or the antioxidant benefits of certain juices, can make informed recommendations that align with residents' health goals.

It's also important to remember that managing alcoholic beverages requires an additional layer of safety training for staff to understand the effects of alcohol on residents and their guests. In addition to concerns about identifying intoxicated residents who have been over-served, there is also a need to understand how certain medications can interact with alcohol consumption. So, it is critical to not only include your culinary and dining team in the beverage training but also to include your care teams and other department heads, so that they can also support and help to keep the operations safe.

Marketing and Promotion

A well thought out marketing strategy is vital for promoting the beverage program and driving sales. Utilizing various marketing channels such as social media, newsletters, and in-house events can help highlight unique offerings and special promotions. For example, themed events like a summer iced tea party or a

holiday-themed beverage night can create excitement and encourage participation.

Marketing efforts should also focus on the health benefits of the beverages offered, appealing to residents' desire for wellness and healthy living. By effectively communicating the value and uniqueness of the beverage program, operators can attract more interest and increase overall satisfaction.

Resident Engagement and Feedback

Continuous engagement with residents is key to maintaining a successful beverage program. Regularly seeking feedback through surveys or informal conversations can provide insights into what is working well and what needs improvement. This feedback loop allows operators to make necessary adjustments to keep the program aligned with resident preferences.

Involving residents in the decisionmaking process can also foster a sense of ownership and satisfaction. For example, hosting tasting events where residents can sample new beverages and provide their opinions can be a fun and interactive way to gather feedback and make residents feel valued. These events will help you better understand inventories and menu opportunities as you are growing and developing your beverage program.

In today's Senior Living marketplace, finding ways for your community to stand out from the crowd becomes critical.

The Final Pour

Crafting the perfect beverage program for a senior living community involves a careful balance of these important factors. Senior living operators are encouraged to consider these key points when developing and implementing their beverage programs. By prioritizing resident preferences, quality offerings, staff education, and continuous engagement, operators can create a beverage program that stands out in the marketplace, creates an added benefit for residents, and can help meet the financial needs of the community.

aaron fish

CEO & Founder, Trestle Hospitality Concepts

YOUR TRUSTED SENIOR LIVING RESOURCE | 33

MEMBERSHIP

Member Highlights

CELEBRATING OUR COMMUNITIES

Brookdale Senior Living Celebrating Love with the Residents FSLA loves celebrating members and we love celebrating the love between residents!

Residents of Brookdale Senior Living, James and Martha, share six decades of love, laughter, and countless memories. Pictured, the pair celebrated their remarkable 60th wedding anniversary. From the moment they said “I do” to this inspiring milestone, their bond has grown stronger each year. Congratulations on 60 years of endless love!

Brookdale Senior Living National Best Friends Day Brookdale Senior Living was lively with excitement as residents came together to celebrate National Best Friends Day, a heartwarming event that brought smiles, laughter, and an abundance of joy to the residents.

This celebration was filled with plentiful laughs, shared experiences, and great friendships, creating incredible memories for all.

The friendships made at Brookdale Senior Living are so special, and the power of friendship was evident as the residents expressed their gratitude for the companionship and support they receive from their friends.

Mary Ann & Joan

Rachel & Jane

Here are some of Brookdale's Best Friends celebrating together!

St. Augustine Plantation Rolling Out the Red Carpet St. Augustine Plantation rolled out the red carpet for a night of glamour, fun, and nostalgia as they hosted a memorable Senior Prom for the residents. As evident from the images, the evening was fabulous, filled with joy, and laughter.

This truly captured the essence of a classic prom night!

Residents arrived dressed in their finest attire, with the ladies wearing elegant gowns and the gentlemen looking dapper in their suits. Everyone gathered around to dance together and show off their sparkles. The atmosphere created by the staff was enchanting.

One of the highlights of the Senior Prom was the crowning of the Prom King and Queen, a tradition that all the residents were looking forward to.

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BOLDLY DEFINING THE FUTURE OF SENIOR LIVING

MEMBERSHIP St. Augustine Plantation Diving Into Fun Gulf Specimen Marine Lab visited the community and brought some sea creatures for the residents to meet. The staff and residents enjoyed learning about the sea turtles around Florida and the Mexican Gulf. Some were even brave enough to touch the horseshoe crab!

Tapestry Senior Living Lakeshore Successful Team Building Tapestry Senior Living’s Lakeshore team participated in extensive teambuilding exercises. Tiffany Weigand, MBA, and Partner2Learn guided the team on how to lead with their strengths. FSLA’s Board Member, Joe Signore, President at Tapestry Senior Living stated, “[Tiffany’s] exercises and coaching deepened the ties that this team holds, further developed trust, and challenged them to reach higher levels of performance personally and professionally.”

Joe’s team participated in a variety of activities that challenged each of them to think creatively and collaborate to enhance the team’s efficiency. The Lakeshore team embraced these challenges with enthusiasm and an open mind.

Tiffany and Partner2Learn helped each team member identify their strengths and learn to use their best assets to maximize the efficiency of working as a team. The impact of this team-building exercise has been profound.

FSLA is excited to continue supporting Tapestry Senior Living Lakeshore and their shared commitment to excellence in their community!

A Shining Star

This June, Tapestry Senior Living Lakeshore welcomed Amanda Thorson, MSN, BSN, GERO-BC, CMSRN, PHN, C.D.S, LNHA, LALD, as the Vice President of Clinical Operations. The Tapestry team is thrilled to have her on board!

Congratulations, Amanda! FSLA looks forward to supporting you in every way possible as you step into this new role.

kristin quirk, ms

Director of Membership & Partnership Florida Senior Living Association

FSLA loves to visit our members! If you would like us to come to your community, please contact Kristin Quirk, Director of Membership & Partnership at membership@floridaseniorliving.org or (850)-708-4972.

YOUR TRUSTED SENIOR LIVING RESOURCE | 35

OPERATIONS & REGULATORY

Safeguarding Seniors How Senior Living Communities Can Help Combat Elder Fruad

By Monica Wilson

F

inancial scams are a significant concern for individuals of all ages and backgrounds.

The Federal Trade Commission (FTC) reported receiving over 6.1 million fraud reports in 2023, with financial scams accounting for a large portion of these complaints. Criminals are quickly learning to use AI to make scams and cybercrimes more difficult to detect. Older adults are particularly vulnerable and more frequently targeted.

The FBI's Elder Fraud Report 2023 Reveals Devastating Impact on Seniors According to the latest FBI report, Florida ranks second only to California in the number of reported elder fraud cases, with nearly 8,000 incidents reported to the FBI Internet Crime Complaint Center in 2023 and Floridians over 60 reporting nearly $294 million in losses. This underestimates the true scope, as many cases go unreported due to shame or fear.

The FBI's 2023 report paints a concerning picture of how elder fraud, particularly through illegal call centers, disproportionately targets older adults. While tech support and government impersonation scams represent just two categories of fraud reported, they account for over $1.3 billion in losses across all complaints. The financial burden is

36 |

immense, with reports indicating seniors remortgaging homes, emptying retirement accounts, and even borrowing from loved ones to recover from these scams. The emotional toll can be just as devastating.

Investment fraud, cryptocurrency scams, romance and grandparent scams are also among the most common forms of elder fraud reported.

Education and Individual Vigilance are Crucial to Combat Scams Senior living communities can be a powerful force in combating elder fraud by incorporating education and awareness training into their ongoing programming and providing a variety of resources to residents including: Educational Workshops: Regularly host workshops and

seminars on elder fraud awareness. Invite representatives from local law enforcement agencies, consumer protection bureaus, and financial institutions to speak.

Informative Newsletters and Bulletins: Regularly include

information in newsletters or bulletins highlighting current scams, warning signs, and tips for safeguarding personal information.

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OPERATIONS & REGULATORY Technology Training: Partner with reputable

technology firms to offer classes on safely using technology, such as identifying phishing emails, spotting suspicious websites, and managing passwords securely. Offer technology training as part of ongoing activity programming to help residents keep up with ever evolving technology.

Financial Literacy Programs: Provide workshops

to educate residents to recognize predatory lending practices.

• Encourage residents to be wary of unsolicited calls, emails, or visitors. Advise them not to share personal information or financial details readily.

• Promote communication with family members and trusted advisors. Encourage residents to discuss financial matters and offers with trusted family members or trusted advisors before making decisions.

• Educate residents on the importance of keeping bank statements and financial records secure.

• Advise residents never to send money or wire transfers to unknown individuals or entities.

• Encourage residents to use trusted financial advisors and service providers.

• Extend Cyber Security Training Provided to Staff to Residents.

Elder Fraud Scammers are Hitting Them in Many Ways: ROMANCE SCHEMES Criminals pose online, often using dating websites or social media, trying to capitalize on one’s desire for companionship. According to the FTC, scammers are requesting cryptocurrency payments – a red flag to potential paramours.

LOTTERY OR SWEEPSTAKES SCAM It begins with a notice that you’ve won a financial windfall. To claim your prize, you simply pay a small fee.

GRANDPARENT SCHEME Someone poses as a family member, calling, texting or emailing for urgent help. That urgent help involves an immediate transfer of funds to solve the crisis.

HOME REPAIR SCAMS Someone shows up at the home saying an emergency repair is needed, but needs payment in advance before remedying the situation.

FAMILY/CAREGIVER SCHEMES One of the most common involves relatives or caregivers taking financial advantage of elders.

monica wilson, ms

ICEBridge, LLC

YOUR TRUSTED SENIOR LIVING RESOURCE | 37

Helping You Protect The Security & Well-Being Of Your Residents At JR & Co. we know that a safe and secure roof is essential for the well-being of your community. As a family-owned and veteran-owned company, we bring dedication, integrity, and unmatched craftsmanship to every project. Our team of experienced professionals specializes in roofing solutions tailored to the unique needs of senior living facilities, ensuring that your residents remain safe, dry, and comfortable year-round.

We offer comprehensive roofing services, from routine maintenance and repairs to complete roof replacements of any material. Choose JR & Co. to safeguard your community with the care and excellence it deserves.

Tile | Sheet Metal | EPDM | TPO | Shingles | Solar | Service & Repair

Remember to take advantage of our FSLA Member discounts on JR & Co. repair & service work!

Visit www.jrcousa.com/fsla to learn more.

Photos of JR & Co. Inc. Projects

Veteran Owned & Operated

A Proud Supporter of the Florida Senior Living Association Visit jrcousa.com/fsla | 239.308.0011 | 2443 Rockfill Rd, Fort Myers, FL 33916

MARKETING & COMMUNICATIONS

Word Counts Quality Over Quantity

By Sandi Poreda

T

here’s a story, or possibly a literary myth, about Ernest Hemingway and several writing friends who placed a bet over a luncheon over who could write the saddest story in only six words. Legend has it Hemingway won handily with his contribution: “For sale.

Baby shoes. Never worn.”

Whether this actually happened or if Hemingway was the real author of this famous piece of writing may never truly be known. What this story does teach us, however, is that you don’t need thousands or even hundreds of words to make a strong point.

How many of us have read an article or an email that could have easily been half its length, or even a quarter?

If you forget the main point by the time you finish the supporting information, the content is too long. When it comes to writing, bigger (or longer) is not better.

Any point you need to make can be made succinctly if you pay attention to the structure of your writing. By employing a few simple tactics, you’ll dramatically reduce your word count and improve the likelihood your audience will understand and retain the information you’re trying to share.

First, keep it simple. Stick to one main point and support material per paragraph. And keep it short. Sentences shouldn’t be more than 12-15 words, and paragraphs should max out at five sentences.

Second, make sure your content is well organized.

Writing should act like a road map, moving your audience smoothly from one point to the next without stops or detours. If something is poorly organized, readers will remember confusion and not your message.

Last but not least, be aggressive when making cuts for length and clarity. You may not be able to limit a memo or an important email to just six words, but your audience will thank you for your clarity and brevity.

As you practice this skill, take time every now and then to write your own six-word story. What might start as a strange exercise may end up surprising you with profound meaning.

sandi poreda, apr

Bulldog Strategy Group, FSLA PR Conultant

YOUR TRUSTED SENIOR LIVING RESOURCE | 39

2292 Wednesday Street, Suite 1 Tallahassee, FL 32308