Discovery Senior Living is beefing up its Seaton Senior Living affiliated management company in a new effort to deepen its focus on middle-income residents in the U.S. Mid-Atlantic.
Discovery this year has notched an average occupancy rate of more than 90% occupancy for Seaton Senior Living, which will soon comprise 22 communities following a transition from Diversified Healthcare Trust.
Discovery is supporting the management company’s growth partly by naming Joseph Cassiba as the chief operating officer for Seaton. Cassiba, who joined Discovery about two years ago, is tasked with leading Seaton’s growth and integrating new communities into the larger Discovery family.
Discovery Senior Living’s total portfolio consists of about 420 communities and 47,000 units across 40 states.
Discovery also named new personnel for 11 new senior management and specialist roles in operations, clinical services, human resources, culinary, marketing and sales, according to CEO Richard Hutchinson.
At the same time, Discovery is investing in technology and analytics meant to improve transparency and help field teams use data to make decisions faster.
“The next few months are about disciplined execution,” Hutchinson told Senior Housing News. “We’re strengthening the operational foundation so every community, whether newly acquired or legacy, is positioned to perform at the highest level.”
The Seaton Senior Living brand is focused on middle-market price points in Discovery’s mid-Atlantic region. Discovery seeks to add additional properties in the coming months through agreements with Diversified Healthcare Trust and other institutional investors, in Virginia, Maryland, Delaware, Pennsylvania and New Jersey.
“This growth is strategic, not opportunistic,” Hutchinson said. “We’re deepening our market presence and creating operational density … which allows us to deliver scale efficiencies and strengthen local leadership pipelines.”
Cassiba joined Discovery in 2022 and brings more than 25 years of experience to the position overall. During his time with the Bonita Springs, Florida-based operator, he has overseen “many of the communities comprising Seaton’s portfolio,” and Discovery credits his efforts as helping several communities reach full occupancy.
Cassiba’s understanding of the portfolio, clinical background and “people-first, performance-always” mindset makes him “uniquely qualified” to lead the management company during this period of growth, Hutchinson said.
As Discovery prepares to further grow out its middle-market presence with Seaton, the company also is building the structure and capabilities to support new communities by expanding regional leadership to include directors of operations, clinical, sales, human resources and culinary services. That is alongside management specialists working with community teams on performance, marketing and resident engagement, according to Hutchinson.
“We’re filling in both people and capability gaps ahead of growth, not after it. This proactive investment ensures that every community we operate, whether it’s a newly acquired community or a long-standing performer, benefits from the same standard of operational excellence,” Hutchinson said.
He added: “With Joseph now leading this next phase of regional development, we’re confident in our ability to execute at a very high level while maintaining the culture of accountability and service that defines Discovery.”
Seaton isn’t the only management company Discovery is growing. Earlier this year, the operator launched a top-tier luxury brand called Calligraphy. The brand launched with two communities draws inspiration from luxury hotels with exclusive “signature services,” such as branded elevated dining experiences, activities, clinical support services, white-glove service and a memory support program that draws on neuroplasticity research and data.
Two more communities are expected to launch under the brand along the East Coast within the next year.
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