Marketing Charles Fay Village 3.28

A change in marketing is expected to make a difference if the Charles Fay Village senior complex converts to an independent living facility.

Gary Cates, senior vice president for ProMedica continuing care services, explained last week that as an assisted living facility, the Village is operating at a loss and the company’s favored option is convert the facility to an independent living structure.

Charles Fay Village first opened in 1999 for independent living, but a lack of residents led to a decision to convert the units to assisted living. Now it will likely go back to its original format.

Why will it work this time?

“We’re looking at a different approach to marketing,” Cates said.

He said a group such as a civic organization could be enlisted to show the facility to prospective tenants in exchange for a fee.