Wonder

Research Outline

Prepared for David H. | Delivered October 12, 2019

Atria Senior Living Media Coverage

Goals

Provide a media analysis of Atria Senior Living, with a specific focus on their multi-brand approach

Early Findings

As part of their brand diversification efforts, Atria Senior Living recently announced their new middle-market brand, Gladwell.

The company also added to their leadership team to facilitate the expansion, which included hiring a new chief HR officer, appointing Regan Atkinson as senior vice president of product development.

CEO John Moore mentioned in 2019 that Atria hoped their diversification process would result in five brands by the end of 2019, which diversify primarily by price point.

It was also noted that earlier in the year, Atria hired Eric Leef as chief human resources officer and Kelli Corney as vice president of strategic marketing and creative.
 
CEO Moore had hinted about their branding towards middle market, when asked about it May, when he said that offering high quality product at middle market pricing was “really, really tough problem to solve.” 

Atria also began working on a project in partnership with New York based company Related Cos. in 2019.
 
The first upscale development the brand unveiled in this partnership was their San Francisco based development, aimed to create 214 high end assisted living rooms. 
 
 Related Cos. is the same company responsible for the well-known Hudson Yards project. 

Atria Senior Living was also mentioned in the news for incorporating a program called Atria Engage Life into their facilities, which focuses on bringing meaning and joy to the lives of senior residents.