A recent entrant into the senior housing space is diversifying and expanding its offerings by launching a new memory care brand called Liana.
Quadrum Senior Living (QSL) announced this week that its new Liana brand now extends to two 54-unit properties in Venice, Florida; and Austin, Texas. Another two 54-unit communities on the way in Sarasota and Naples, Florida, will also bear the moniker.
QSL is the senior living arm of London-based real estate development and investment firm Quadrum Global. While Quadrum is a relative newcomer to senior living, it’s well-established in the hospitality industry. Since 2009, the group has invested more than $1 billion in equity capital in U.S. real estate, including high-end hotels in Chicago, Miami and New York City. These hotels include the Arlo Hotel brand.
QSL formed the new management platform to operate four properties belonging to Southlake, Texas-based alternative asset management firm Trinity Private Equity Group. QSL also has another community — a $95 million property called Amavida — which opened at the beginning of this year on a campus that resembles a town center with many amenities.
Quadrum first purchased the 32.5-acre Amavida site in Fort Myers for $10.74 million in 2015.
The new Liana brand emphasizes person-centered care and wellness offerings for residents, according to Colin Marshall, Quadrum’s president of senior living management. The name was inspired by the word liana, which is used to describe a woody vine that commonly grows on trees to reach sunlight.
“Our programming is specifically designed to nurture residents’ mind, body and spirit and genuinely focuses on a meaningful and vibrant daily experience,” Marshall told Senior Housing News. “Residents enjoy participation in daily experiences that promote choice, cognition, friendship, fitness, balance, nutrition, music, spirituality, technology, arts and family.”
Each Liana community is designed with memory care in mind, and every employee there gets dementia training within the first 60 days of their employment. All of this is aimed at addressing a new group of senior living residents, many of whom will likely experience some form of cognitive decline.
“We embrace new trends to support the upcoming dementia explosion,” Marshall said. “This includes building design, resident programming, technology and care.”
Marshall, who came aboard as president of the senior living operator in 2015, brings years of senior living experience to the table. He has previously worked with Senior Resource Group (SRG), Harbor Memory Care and Franklin Senior Living.
Looking ahead, QSL will continue to search for new opportunities to grow through development or management. In doing so — at least with its Liana brand — the company will have to navigate a hard-hit memory care sector that faces a slow road to recovery after oversupply and other issues took a bite out of occupancy in certain markets.
But QSL believes its person-first wellness model works well in memory care and will help propel the company forward despite those headwinds.
“Our dedicated focus on wellness promotes superior quality of life, even within a progressive disease,” Marshall said.
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