Watch out for the calendar guys: a Cleveland CCRC gets exposure, thanks to its eligible bachelors. (Feature Article).

Six-feet-two, eyes of blue, but oh what those six feet can do! Has anybody seen my guy?" The answer to the old musical question is "yes," if the guy is Mr. June, July or August, or any one of the other "Distinguished Gentlemen of Hamlet Village" who grace the pages of that facility's pinup calendar. This Chagrin Falls, Ohio, bestseller presents full color (and fully clothed) pictures of nine men who live at Hamlet Village, a continuing care retirement community (CCRC). Three other "hunks"--representing February, May and August--are not Hamlet Village residents, but are an integral part of facility life: the medical director, the vice-president of operations and a local insurance broker.

Hamlet Village is the flagship property of Accent Senior Living of Shaker Hts., Ohio, which oversees 600 Units, including properties in Arizona, Florida and Illinois. Accent President Marc Benson says the calendar project illustrates the organization's move away from traditional advertising into community-friendly marketing projects. The goal is to offer the organization's CCRCs a way to showcase residents as "people who are actively involved in community life because they are vibrant, interesting people who have intriguing histories and who are willing to share with the larger community," says Benson.

How interesting are these people? Well, when "Mr. June," James Hogan, 82, was asked if posing for the calendar has had any impact on his life, he thought a minute and then said, "Well, a lot of people didn't know I was a spy." A spy? Yes. Hogan, aka Hogie, served in World War II, first as a Navy pilot and later as one of the original members of the Office of Strategic Services, the famed OSS that was the predecessor of today's CIA. "I was awarded a medal by the King of Siam (that's Thailand now). But I didn't get my medal until 1948 because it required an act of Congress to allow me to be decorated by a foreign nation."

After his "007" years, Hogan went on to establish and serve as president of a construction company. But, in 1962, he discovered his great love--the Corvette. "I've had at least one every year since 1962." As "Mr. June," Hogan poses with his 1995 black Corvette, rather than his 1994 white one. Hogan can't resist adding about his cars, "They have a lot of pickup: redheads, brunettes, blondes...."

"Mr. April," Karl Shull, 93, says that ever since the calendar came out late last year, he has been getting a lot of attention during his shifts as a volunteer in the Atrium Shop, a gift shop in Hamlet Village. "I've been in the local newspaper as well as The Plain Dealer [Cleveland], and we've all been on television," Shull says. But this retired research chemist says that a real bonus of his stint as a calendar guy came when his granddaughter asked for a copy of the calendar. "She goes to college in California and she wanted one to show me off to her friends."

Benson says that the type of positive feedback Shull describes--as well as the media attention-is exactly the purpose of projects like the calendar. He added that he was involved with a similar project for a property in Laguna Beach, California, that published a cookbook on the 50th anniversary of V-E Day. "The recipes were from the war years, including those used to make goodies sent in care packages to GIs." The response to the cookbook project was so positive, he says, that he decided to seek out similar ones.

Carole Botfa, Hamlet's vice-president of sales and marketing, sought help from local businesses in providing both props--such as tuxedos or turkeys--and settings for the photo shoots. In return, the businesses, such as a local restaurant that served as the setting for a martini toast by "Mr. January," got a credit in the calendar.

Benson and Botfa decided to involve the outside community even more by designating $2 of every calendar sale to a community project called "Main Street Chagrin Falls," a local improvement project. Botfa said the initial press run of 500 calendars sold out "almost immediately"; by late March, 950 had been sold.

Botfa notes that the calendars sell for $7, which is less than the hefty $15 per calendar production costs. But Benson points out that the calendar was produced with funds that used to be budgeted for traditional advertising. "We can now use those funds in a way that benefits our residents and showcases our property."

Botfa is planning next year's calendar and says, "We know we will need to print more than 500." Asked if the new calendar will add some "cheesecake" to the beefcake on display, Botfa is cautious. "We don't want to give anything away, it's more fun that way--but I can tell you that we did have some inquiries from some of our women residents."

Botfa offers practical advice for other organizations that might consider similar projects. "First, go for it. It's great for everyone." But, she adds, "Use professional photographers and get help from professional designers."

Another important point: Everyone involved in the project should be thoroughly briefed on dealing with the media. "It is likely that there will be a deluge of media attention," Botfa says. "We had to schedule multiple interviews with TV and print, so you have to be sure that the residents are willing to cooperate and be available."

As Botfa gears up for the 2003 calendar, benefits of the 2002 issue are still accumulating-including some unexpected ones. When the project started, all of the "distinguished gentlemen" were eligible bachelors. Since the calendar hit the stands, one of them (Mr. August) has married.

Peggy Peck is a writer based in Cleveland, Ohio. For further information, Contact Carole Botfa at [phone] or visit ww.hamletretirement.com. To comment on this article, please send e-mail to [e-mail].