Alexandria Velez, Avita Program Manager at Northbridge Companies – Avita of Stroudwater, has been named a 2025 Memory Care Innovation Award winner by Senior Housing News.
The Memory Care Innovation Awards program is designed to recognize passionate and innovative industry members who are shaping the future of cognitive care across behavioral health, home health and home care, hospice and palliative care, senior housing and senior living, and skilled nursing. To become a Memory Care Innovation Award winner, an individual must be nominated by their peers. The candidate should be a high-performing employee who knows how to put vision into action, serving as an advocate for those living with memory-related disorders and the committed professionals who ensure their well-being.
Velez sat down with Senior Housing News to share her journey caring for patients and residents with cognitive care needs, her thoughts on the future of cognitive care in senior housing & senior living, and much more. To learn more about the Memory Care Innovation Awards program and view this year’s winners, visit https://innovation.memorycarebusiness.com/.
SHN: How long have you been a part of the memory care, senior housing & senior living industry?
Velez: I have been a part of the memory care and senior living industry for a little over 11 years.
SHN: What drew you to caring for patients/residents with cognitive care needs?
Velez: My grandmother was diagnosed with Alzheimer’s when I was young, and seeing the impact it had on my family was difficult. The confusion, heartache, and uncertainty of what each day would bring showed me how deeply memory loss affects everyone involved. Proper resources and education were scarce, which inspired me to want to make a difference by bringing compassion, patience, and meaningful, person-centered approaches to the daily lives of those living with dementia.
This experience led me to pursue a career in memory care. Every day, I strive to make a positive difference for my residents and their families by creating moments of joy, comfort, and connection tailored to each individual. My goal is to ensure that everyone I care for feels valued, supported, and truly seen. Bringing purpose and care to those affected by memory impairments continues to motivate and fulfill me.
SHN: If you could change one thing about cognitive care in the memory care, senior housing & senior living industry, what would it be?
Velez: If I could change one thing about cognitive care in the memory care and senior living industry, it would be to ensure that every person living with any cognitive impairments has access to more resources, education, and individualized support.
While there have been great strides in person-centered care, many communities still face limitations in staffing, training, and innovative programming that truly engages residents. I would love to see a system where every resident receives the stimulation, meaningful engagement opportunities, and personalized attention they need to thrive, and where families are fully supported and educated along the way.
SHN: If you had a crystal ball, what do you think will most impact your ability to provide cognitive care in the memory care, senior housing & senior living industry in the next five years?
Velez: If I had a crystal ball, I think the biggest factors that will impact my ability to provide cognitive care over the next five years are advancements in technology, changes in staffing and training, and the evolving needs of residents.
Technology can offer incredible tools for engagement, monitoring, and personalized care, but it must be implemented thoughtfully, so it enhances human connection rather than replaces it.
Additionally, ensuring staff are well-trained, supported, and equipped to deliver person-centered care will be critical.
Finally, as the population of older adults grows and the prevalence of memory impairments increases, staying adaptable and innovative in programming and care approaches will be key to meeting resident’s evolving needs.
SHN: If you could describe cognitive care in the memory care, senior housing & senior living industry in one word, what would it be and why?
Velez: I would say, “Compassion.”
Cognitive care in the memory care and senior living industry is, at its core, about understanding, empathy, and patience. It requires meeting residents where they are, honoring their individual experiences, and providing support that is both meaningful and respectful.
Compassion drives every decision I make from the way we engage residents in daily engagements to the way we support our families to ensure each person feels valued, seen, and supported throughout their journey.
SHN: What’s been the biggest lesson you have learned throughout your career?
Velez: The biggest lesson I’ve learned throughout my career is that every person’s experience with memory loss is unique, and meaningful care comes from truly seeing and listening to each individual.
While training, protocols, and resources are important, it’s the personal connections, patience, and empathy that make the biggest difference in residents’ lives. I’ve also learned that supporting families and empowering staff to deliver person-centered care are just as critical as the direct care we provide.
This lesson continues to guide me every day, reminding me that small, intentional moments of engagement and understanding can have a profound impact.
SHN: If you could give yourself advice on the first day in the memory care, senior housing & senior living industry, what would it be and why?
Velez: If I could give myself advice on my first day in the memory care and senior living industry, I would tell myself to be patient and trust the process. I would remind myself that building meaningful connections with residents, families, and staff takes time, and that every challenge is an opportunity to learn and grow.
I would also encourage myself to embrace a mindset of continuous learning to ask questions, seek guidance, and be open to new approaches.
Most importantly, I would remind myself that the small moments of compassion and understanding have the power to make a lasting difference in the lives of residents and their families.
SHN: In your opinion, what qualities should all Memory Care Innovation Award winners possess?
Velez: In my opinion, all Memory Care Innovation Award winners should possess creativity, vision, and a commitment to advancing the field of memory care.
They should be innovators who are not afraid to challenge traditional approaches and implement new strategies that improve quality of life, engagement, and outcomes for residents.
Strong leadership, collaboration, and the ability to inspire others are also essential, as meaningful innovation often requires teamwork and the courage to drive change.
Above all, winners demonstrate a passion for making a tangible, lasting impact on the memory care industry.
The post Memory Care Innovation Award Winner: Alexandria Velez, Avita Program Manager, Northbridge Companies – Avita of Stroudwater appeared first on Senior Housing News.
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