Alterra COO is now president.

When Vick was growing up, his father was a missionary bush pilot in Honduras; that's where he feels he got his penchant for serving people. After six years as a CPA specializing in health care consulting, a friend, who was also a nursing-home operator, called and suggested he go into assisted living. It was an idea whose time his friend felt had come. Vick agreed. That's what led him to co-found Sterling House Corp. It opened its first building in 1991. Contemporary Long Term Care recently had the opportunity to speak with Vick about his plans for the future. Following are excerpts from that conversation:

Tell us about the evolution of Sterling House Corp.

Vick: After co-founding Sterling House Corp., an assisted living facility in Augusta, Kan., we were looking to expand our services, so we approached a company then known as Alternative living Services. It specialized in dementia and Alzheimer's care facilities under the brand name Clare Bridge. The name was changed to Alterra one year after the merger. Alterra is now the largest provider of Alzheimer's care in the United States.

What will be the toughest challenges for Alterra?

Vick: First, the majority of seniors are unaware or unclear of their options. Assisted living needs to market itself more clearly which will create a growing acceptance of the assisted living product. (See "Back to school: Your growth lies in educating the public about LTC options," September 2000 CLTC, page 28.) We need to better articulate what we offer and we need to deliver it. Alterra is about aging with choice.

Second is the regulatory environment. Because it's new, it's very unclear. At times, the federal government's fair housing amendment is in direct conflict with the laws in some states, and the laws are more geared toward nursing homes.

It's like operating in 28 different countries because there are no federal regulations. Alterra is trying to work with each state to draft or articulate legislation. Alterra really wants to see the federal government give the money to the consumer, not the building, and let the consumer choose where they want to go.

The third is labor. This really is the largest problem. Unemployment is at its lowest in 30 years, and that makes recruiting difficult. (See our article on employee recruitment and retention starting on page 24 in this issue.)

How can those challenges be met?

Vick: Let the customer decide. That what's should happen in assisted living and in the whole long term care industry. The reason why no one likes nursing homes is because they're all the same. Assisted living offers "31 flavors."

Now, and in the future, we need to continue to work with regulators and government on the solution for long term care for seniors.

What can be done to improve the public's perception of long term care facilities?

Vick: Consumers that are happy need to tell people. Our residents sent an outpouring of letters to the editors to The New York Times and residents of Sunrise wrote to the Wall Street Journal. Perception is a result of product meeting expectations.

Will the baby boomer generation move into long term care facilities at an earlier age than previous generations?

Vick: Heck, no. People will live longer and will want to remain independent for as long as possible. Eighty-seven percent want to stay in their own home.

Do you foresee future generations continuing that trend?

Vick: Yes. People don't think of needing long term care until they actually need it, or a family member sees that it is needed. That won't change.

How successful has Alterra's Web site been in attracting potential residents?

Vick: The site is intended to be educational and, in that regard, it is extraordinarily successful. We receive about 200 referrals a month from the Web site and it grows monthly.

What other marketing strategies could be successful?

Vick: The growing population of seniors is going to learn about assisted living from a growing number of sources such as the Internet, long term insurance networks, and traditional agencies such as AAA, who are trying to meet the needs of their aging customer base. The outlook is extraordinarily bright. With the slowing of supply, assisted living will again experience a boom in construction in four to six years.

Steven L. Vick, 42, has been named president of Alterra Healthcare Corp. Vick succeeds Robert Haveman, interim president since the resignation of William Lasky, this past November. Vick's new responsibilities will be in addition to those of chief operating officer, a position he has held since his tenure at Sterling House Corp., an assisted living company he co-founded, merged with Alternative Living Services to form Alterra in 1997. Headquartered in Milwaukee, Alterra owns and operates 473 residences in 28 states.