How to Attract Boomers to Senior Centers

Consider installing a gym to attract boomers.

The baby boomer generation is considered to be those born between 1946 and 1964. The first of the boomers reached retirement age in 2011, and more than 7,000 of them turn 65 each day. This generation is generally considered to be hipper, healthier, more demanding, and to have higher expectations and lifestyle requirements than previous generations. Given this, it is unlikely that boomers are going to be interested in attending senior centers as they exist. To attract boomers, senior centers will have to adapt and become the contemporary, social hub that boomers will be attracted to.

Instructions

1. Consider changing the name of the center from senior center to something more inviting. Many boomers do not like to be considered stereotypical "seniors." Consider titles such as "older adult community center" or "wellness center."

2. Revamp the senior center as much as your budget will allow. Aim for creating a modern-day spa-like ambiance that is bright, airy and tranquil. Create a coffee shop or even a cyber cafe, where boomers can use the Internet while having coffee and socializing. Install a gym with state-of-the-art equipment. If you cannot afford a gym, consider offering exercise classes, tai chi, yoga and pilates, providing you have the space. You may be able to find grants or sponsorship for providing health promotion and disease prevention-type facilities.

3. Offer social and recreational activities that will attract boomers. Research program models that have been found to work at other centers across the nation. Collaborate with the gerontology faculties at local universities to create and pilot innovative and attractive programs that enhance and enrich the lives of participants.

4. Offer nutritious and appealing meal options. Most senior centers offer a lunch, which is often grant-funded by the federal government. While these meals must provide certain nutrition elements to qualify for funding, they could still be more appetizing and attractive. Introduce a salad bar, fresh fruits, fruit juices and low-fat, low-sugar entree choices. Try to create an inviting cafe-type environment, as opposed to an institutionalized food program.

5. Conduct a survey of local boomers to find out what would attract them to a senior center. Ask them why they do not attend the existing facility.

6. Develop a new marketing strategy. Boomers have more choices for recreation, socialization and aging-related services than have ever been available before. You must compete for their patronage against gyms, spas, libraries, adult schools, community colleges, recreation centers and other facilities.

7. Collaborate with local 50-plus housing communities, hospitals, nonprofits, and health-service providers to offer a venue for the provision of regular health screening clinics such as weight-loss programs, diabetes monitoring, cholesterol checking and podiatry and ophthalmic check-ups.

Tips & Warnings

• Balance attracting boomers with continuing to attract seniors who are 70-plus, whose needs and expectations are different, and who will still want traditional senior center-type services. This is challenging, the "one size fits all approach" will not necessarily work.

References

• AARP: Surveys and Statistics: Approaching 65: A Survey of Boomers Turning 65 Years Old
• Global Action on Aging: Senior Centers Anticipating Arrival Of Hip Boomers
• National Council on Aging: 'Senior Center' Research: Is the phrase an oxymoron?

Resources

• Encore