Solstice Communities represents a new value proposition for retirement where affordability and resort lifestyle experiences are not at odds.
TAMPA, FL – December 7, 2010 – American Land Lease, Inc., one of the nation’s leading operators of resort-style retirement communities, has launched a new brand to highlight its commitment to providing outstanding housing value and exceptional 55+ living experiences. The new brand, Solstice Communities™, represents the company’s commitment to delivering the ultimate in retirement value within its senior community portfolio located throughout Florida, Arizona and Illinois.
“When choosing where you want to retire, not only is it important to find a home that suits you, it is equally importantly to pick the right community,” said David Lentz, President and Chief Executive Officer of American Land Lease. “Communities are about more than a few adjoining streets or a row of mailboxes. Communities are really about connection – how residents can feel connected to each other and to the social fabric of the neighborhood. We wanted our new Solstice Communities brand to bring out those intangible qualities that retirees seek and truly reflect what special places our communities are.”
“Financially savvy and value-conscious retirees are attracted to the many affordable home options that we offer, but they also don’t want to compromise on their retirement wish-list items, including great locations, resort-style amenities, extensive opportunities for social engagement, and the leisure and sporting pursuits that are important to them,” said Lentz.
“Today’s retirees are rethinking value and their value equation,” added Amanda Wilson Watkins, Senior Vice President of Marketing and Sales for American Land Lease. “Because buyers may be more constrained today on how much they plan to spend on their retirement home, they’re prioritizing what’s important to them in a home and community. We’ve found that more retirees are choosing Solstice Communities for the year-round social calendar, energetic and tight-knit neighborhoods, and unique spirit. No two communities are just alike, and our residents put their individual stamps on each.”
“We looked across the senior housing industry and felt that we could do more to help the 55+ segment live their retirement dreams, even against the backdrop of the current economy,” said Lentz. “What we came up with is a new lifestyle brand that offers vibrant communities and a resort lifestyle that one might have expected to pay two to three times more for before the recession. That’s why we’re excited about the value that Solstice Communities brings to the retiree marketplace.”
Solstice Communities was officially launched during December 2010 to separately market the 55+ communities owned and operated by American Land Lease. During 2011, a new brand focused on marketing the company’s all-age communities will be launched to further distinguish the two types of community offerings within the American Land Lease portfolio.
As part of the Solstice brand launch, a new Web site at SolsticeCommunities.com will provide customers with an upgraded portal to discover a range of active adult lifestyles in different communities and explore the possibilities for affordable home ownership. Video testimonials from current residents highlight the Solstice experience and provide a glimpse of all that affordable retirement living can be within a well managed land-lease community.
“Solstice Communities’ Web presence reflects our customers’ desire for connectivity and engagement,” said Watkins. “The company’s expertise in creating a special sense of community and bringing to life the unique history, culture, and traditions of each community will continue to fuel the expansion of our Solstice Communities brand, as well as enrich the social connection among our residents.”
“Our customer-focused, long-term approach to operating our communities ensures that we deliver on our mission of providing outstanding customer experiences at an exceptional value. It’s at the heart of all we do, and the new Solstice Communities brand is a public extension of that,” said Lentz.
About American Land Lease, Inc.
American Land Lease, Inc. is a Clearwater, Florida-based real estate investment trust that owns and manages high quality residential land-lease communities for active adults and families. The company operates approximately 16,200 land lease home sites in 42 communities located in ten states that are owned directly or by affiliated entities. For additional information, please visit AmericanLandLease.com.
