| Special Report
on Active Adult Residential Retirement Communities Although smaller in
number than other sectors of the group travel market, Active Adult Residential
Communities pack quite a punch in terms of economic supremacy and potential for
bringing you group business. When approaching this market it is vital to segregate
the various classes of retirement living choices for Mature Adults. There is a
monumental difference between Active Adult Communities, which we are addressing
in this special report, and Nursing Homes, Assisted Living and Independent Living
Centers. And while the latter three can provide some "day tripper" business
for your local theaters and attractions, they are often not a source of more lucrative
overnight group business. Active Adult Retirement Communities (AARC) are
prime prospects for group travel. Consider the following: 1) Residents have discretionary
income; 2) They have time to travel; 3) They are prone to participate in group
activities (one of the benefits of the community); 4) Residents enjoy the company
of their peers; 5) They enjoy living life to the fullest. Facts and Figures
There are over 700 AARC's located throughout the United States. Historically
found in Florida, Arizona and California, communities are now spread out across
all 50 states. A good example of this expansion is industry-leader Del Webb, who
developed the prototypical Sun City retirement complex for 55-plusers in Arizona.
Today, Del Webb operates 25 communities that sprawl across the country including
"non-traditional" retirement locations like Illinois (2 locations),
Massachusetts, Maryland and New Jersey. At every Del Webb community, a full-time
Activities Coordinator plans a complete and varied schedule of cultural, educational
and recreational visits, and "is always eager to listen to interesting suggestions
for future activities." Size of communities will vary from "sub division"
size plots to enormous locations such as Hot Springs Village in Arkansas, 26,000
acres, 8 golf courses, 7 lakes, 3 recreation centers, a performing arts center
and nearly 31,000 home owners (over 60,000 residents). Reaching This
Market
Void of any formal structure or national association that binds
these communities together, lengthy research is critical to achieve success in
marketing your products and services. We at Premier Tourism Marketing, for example,
have gone to exhaustive efforts in on-line research of retirement community web
sites (such as www.retirenet.com
and www.retirement-living.com),
or directories compiled by www.activeadultliving.com.
These sites/directories lead one to the real estate sales office, so you must
take additional steps to ensure your communication is targeted to the Activities
Director or Committee. Once you have that person, you will be able to ascertain
what type of travel programs that community operates and how you can earn their
business. Outlook for the Future
The convergence of three factors:
the doubling of the senior population by 2030; their inheritance of close to $10
trillion from their parents' generation; and the idealistic "worry free"
environment that these communities provide in a world filled with worries paints
a rosy picture for this industry for the next generation. As the Bank Travel
Market was to the group travel industry in the early to mid 1990's, Active Adult
Retirement Communities have the potential to be in the coming decade. We are working
mightily towards harnessing this eclectic group, to welcome them as subscribers,
help them understand the ins and outs of promoting group travel and connect them
with our growing family of advertisers.
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