Today, Morning Pointe has 36 senior campuses located in five states across the Southeast. “What we’ve tried to do is change the outlook on the aging experience and add life to assisted living,” says Vital.
Set apart by innovative care offerings and advanced technology, this mission-centered management company offers specialized services in assisted living and Alzheimer’s memory care. “We offer a comprehensive care model,” says Farrow. Innovations like a farm-to-table dining program, in-house physical and occupational therapy partner programs, and memory care programs for residents living with Alzheimer’s disease have added value to an already thriving business model. “We also have pharmacies delivering medications two to three times a day,” Farrow adds.
Where do these great ideas originate? According to Vital, it’s rarely from the top. “A lot of our best ideas come from people experiencing our communities,” he says. “There’s a heart for what they do. Our people really do see themselves as doing something unique and special and compassionate.”
Passion has sustained the Morning Pointe team and kept them looking forward through a variety of hardships. The company has endured and overcome devastation from a powerful EF-3 tornado, recessions, and most recently, a pandemic that created a significant learning curve for how to care for elderly residents isolated from their loved ones.
“When those tragedies hit, we relied on friends and mentors who are wise in the ways of business,” says Farrow. “They reassured
us and encouraged us to get up, and keep going,” And persist Morning Pointe has. Looking toward the future, Vital and Farrow are focused on building more facilities and promoting workforce development. “We have a strong commitment to working with our academic institutions to develop the next generation of nurses and provide career paths for all types of professions in the senior care industry,” says Vital.
A dogged sense of purpose among all who are part of the Morning Pointe Senior Living family has driven the company’s progression, with more locations, more partnerships, and now a foundation with connections to nearly a dozen community colleges and universities. “I’m very proud of the team that we have across the board that delivers care,” says Vital. “They’re the current – the tide that lifts all ships,” he adds. “Here’s to 25 more years of advancing care to exceed the needs of the elderly.”