Newly Built Communities Appeal To Baby Boomers

As the country ages and the first wave of Baby Boomers turns 61 this year, developers are marketing active adult communities to the post-WW2 generation. Gone from the sales literature are the words “senior” and “retirement,” since to some retirees these terms impart images of getting old. Instead, marketing phrases “country club living,” “active” and “lifestyles are the norm.”

Much of the impetus is fueled by Baby Boomers; born between 1946 and 1964, they number nearly 80 million. And they’ve started trickling into the active adult communities. Most won’t move into an age-segregated community. In fact, fewer than 11 percent will move at all, according to AARP, the seniors group. Some demographers say the figure will be even lower.

Builders are outfitting developments for seniors with amenities often associated with country clubs. At Leisure World of Virginia, which has about 1,500 residents and plans for as many as 2,700 someday, the two-story clubhouse has an indoor pool, a library with computers, a bank branch and a restaurant. There are pool tables, a workout room and tennis courts. There are studios for ceramics, woodworking and art.

source: sundaymorningtalk.com