New name but business as usual for Sunrise long term care firm.

It's official: Don't call it Sunrise Assisted Living anymore, As of May 30, the McLean, Va., firm has changed its name to Sunrise Senior Living Inc.

Sunrise first announced plans to change its name in December 2002 while it was acquiring Marriott Senior Living Services Inc. Sunrise shareholders approved the name change on May 12.

According to Sunrise Senior Living Chairman and Chief Executive Officer Paul Klaasse, the new name reflects the substantial expansion of Sunrise's senior living business and the broad scope of services the company offers. Sunrise's services include independent living, assisted living, skilled nursing, care for residents with Alzheimer's or other forms of memory loss and at-home assisted living.

"We are proud of the national reputation for excellence that Sunrise has built over the past 22 years," Klaassen said. "Our new name, Sunrise Senior Living, better reflects the strengths and traditions of our organization today and the broader range of services we have grown to provide."

While customers will have to update their Rolodexes and computer address files, Sunrise investors won't have to make much of an adjustment, as the company's stock symbol remains unchanged. Sunrise Senior Living is traded on the New York Stock Exchange under "SRZ."

Sunrise posted annual sales of $506 million in 2002, up 18 percent from 2001.

The nation's largest provider of senior living services, Sunrise has more than 360 senior living communities that are either open or under construction in the United States, United Kingdom and Canada with a combined resident capacity of more than 40,000. The company employs more than 30,000 people worldwide.