Edison, NJ-based Spring Hills Senior Living has launched its new Opulence Collection of luxury continuing care retirement communities. The new brand is being launched with the opening of Spring Hills Livingston in northern New Jersey anticipated within the next couple of weeks.

Spring Hills has been in business for more than 20 years and operates communities in Florida, Nevada, New Jersey, Ohio and Virginia.

“There are a lot of customers that are looking for this type of service. They are looking for a community where the full spectrum is provided for them, where they don’t have to move from a community to a community to a community to achieve that optimal wellness,” Petra Santos, vice president of sales development, told the McKnight’s Business Daily. “So this is the right time [to launch the new brand].” 

Pierre Verger, vice president of assisted living operations, added that Spring Hills is looking to make Spring Hills Livingston “one of the premier destinations on the East Coast.” The company has opened numerous communities over the past 15 years, he added. What the company is seeing now is interest from older adults “who want to be in a premier community where they choose the community for the lifestyle rather than coming because they have some needs.”

This summer, most likely in June, existing CCRC Spring Hills Cherry Hill in southern New Jersey officially will become part of the Opulence Collection, Verger said. Eventually, he said, Spring Hills would like to bring other communities into the Opulence fold in New Jersey and across the nation.

“We already oversee what we consider high-end communities. …Opulence is really bringing us to a different level of excellence, elegance,” he said.

The strategy behind Opulence, Verger said, is to raise the bar on the services that CCRCs can provide. Opulence Collection communities include amenities such as on-site movie theaters, fitness centers, “grand” indoor/outdoor living spaces, concierge services to help residents plan outings, upscale dining services, salon and spa services, “curated care” that provides “proactive clinical care and personalized support at every stage of the healthcare journey,” “extensive” programming opportunities, and technology integration.

“It’s more a resort hotel than really the typical assisted living,” Verger said.