Castle senior living flourishes while others take a beating.

At a time when the senior-facility management and development sector has taken a beating, Castle Senior Living is flourishing. Why? While two significant senior-care providers are experiencing financial difficulties, Summit, New Jersey-based Castle Senior Living is realizing $50 million in annual sales. The four-year-old, tightly held firm turned a profit one year ago. Today Castle Senior Living operates 12 residences in the Northeast, adding an average of three new residences per year. With a total of 2,000 units under management, Castle now employs 850 people.

What's its secret? "The care of our residents is our number-one priority," said Stanley Diamond, 68, chairman of Castle Senior Living. "We strive to develop exceptional residents for our growing senior population. Maybe because my partners and myself aren't far behind our clients in age, we have an empathy that propels us to create stimulating family-like residences that we would be comfortable in.

While it's goals may be home-like, Castle's ambitions are far-reaching. The company plans to become a leading provider of housing and care for seniors, first in the New York area and then in urban centers throughout the nation. In New Jersey, Castle's assisted living residences are known by their Chelsea banner; in New York, Castle residences are distinguished by their addresses, such as The 80th Street Residence. Castle residences provide a continuum of care, ranging from assisted living to special accommodations for those who are affected by Alzheimer's or other forms of memory impairment.

Part of the family-style experience that is the signature of and competitive-edge for Castle Senior Living is its superior level of care. Well-trained staff attend to the needs of residents to ensure wellness, provide choice, maintain dignity, respect individuality and promote the highest possible level of function and independence. Scheduled activities are varied and diverse and residence motor coaches provide scheduled transportation to outings. To further the feeling of family, some Castle residences keep house pets for the enjoyment of residents and staff alike.

"In addition to activities, our staff is there for a friendly chat, to help celebrate a birthday or to admire pictures of a new grandchild," said Heflich. "Our staff members are advocates, friends and sources of support," he added. "They are there around the clock to ensure a warm and caring atmosphere where residents can live with comfort and dignity."

Gracious living is also a hallmark of a Castle Senior Living residence. At all residences meals are served in a lovely dining area, and the Tea Room, where fresh pastries, coffee and tea are available, is a favorite gathering place. In warm weather residents enjoy the outdoor garden area. At most Castle Senior residences, one- and two-room suites are tastefully appointed with wall-to-wall carpeting, window treatments, a kitchenette with a refrigerator and a microwave, a private bath and a walk-in shower. Some residences feature in-house theaters, Country Kitchens, general stores, parlors, libraries, walking paths, gazeboes and all provide beauty/barber salons.

To insure residents the highest level of healthcare, Castle enters into affiliation arrangements with leading medical centers in most market area. In addition, each resident receives periodic wellness assessments by a registered nurse, geriatrican, geriapsychiatrist or other healthcare professionals. At The 80th Street Residence there is a fiber-optic-ready examination room so examining doctors can access files from their offices and hospitals.

Innovation in care and service is another contributing factor to Castle's success. The 80th Street Residence is a standout as New York City's first senior living facility exclusively dedicated to those with Alzheimer's and other memory impairments.