Family of ''Golden'' Names Launched for Long-Term Care Companies.

FORT SMITH, Ark. -- A family of "Golden" names was launched today by GGNSC Holdings LLC for the different companies that address a broad array of long-term care and senior living needs throughout the United States. The new names, all sharing the Golden moniker, include the following:

--Golden Living is the new name for the long-term care company formerly known as Golden Gate National Senior Care LLC. Golden Living operates 262 skilled nursing facilities -- now known as Golden LivingCenters -- and 15 assisted living centers, now known as Golden Living Communities.

--Golden Innovations is the new name for Golden Gate Ancillary LLC, which operates service businesses that support LivingCenters on a contract basis with rehab, home health, hospice, staffing, procurement and construction services. Golden Innovations companies include Aegis Therapies, Aegis Acute Rehab, AseraCare Hospice and Home Health, Aedon Staffing, Ceres Purchasing Solutions and Vizia Design. The individual companies will retain their existing names.

--Golden Ventures is the new name for GGNSC Administrative Services LLC. The company, based in Fort Smith, Ark., provides support services on a contract basis to the Golden family of companies as well as to other nursing home companies. Services include finance, billing, human resources and marketing.

--Golden Horizons is the new name for GGNSC Holdings LLC, the parent company.

"Our vision is to become a long-term care organization that is all about living -- an organization that is focused on enriching the lives of our residents, and providing them with dignity and purpose," said Ron Silva, Chairman of the Board of Golden Horizons. "Our new names underscore our objective of providing services in a new and better way.

"Golden Living is more than just a new name," Silva added. "It reflects the spirit of who we are today -- a broad range of compassionate professionals dedicated to helping the residents we serve live their lives to the fullest. It also sets the stage for what the company is going to represent in the future. We want it to become the leading brand in long-term care -- one that consumers recognize and seek out.

"The name Golden Innovations sets the standard and expectations for our service businesses and reflects our strong track record of innovation in these companies," said Silva. "It reinforces the point that our service businesses are companies that run on innovation.

"For our administrative service company, the name Golden Ventures is all about making things happen and looking for new ways to support the other businesses -- which really is the charter of Golden Ventures," added Silva.

"And the name Golden Horizons represents our overall focus on growth and forward thinking -- on defining the future," he said.

The new company names are supported by appealing new logos and fresh graphics that convey the characteristics of the brands. While the service business names did not change (i.e. Aegis Therapies, Aegis Acute Rehab, AseraCare Hospice and Home Health, Aedon Staffing, Ceres Purchasing Solutions and Vizia Design), their logos received a makeover to provide a consistent look, a more appealing color palette, and a family connection.

The rebranding effort was preceded by extensive internal and external research. Consumers as well as employees responded enthusiastically to the use of the word "Golden" to unite a family of different companies with distinct but interrelated missions. Research showed that people associate the word with "gold standard" and a focus on the "golden years." Consumers also preferred the new logos and graphics over that of the competition, and they preferred the new logos over the prior logos.

Golden Living and the other Golden companies were formed following the merger of Beverly Enterprises, Inc. (BEI) with Pearl Senior Care, an affiliate of Fillmore Capital Partners. BEI continues to operate 80 skilled nursing facilities, now known as Beverly LivingCenters, and three assisted living centers, now known as Beverly Living Communities.