Last month, nearly 200 senior living leaders from across the country gathered at The Ritz-Carlton Dallas, Las Colinas for The Greystone Event 2025—a powerful two-day conference offering critical insights and innovative strategies to inspire bold thinking and action.

The sessions were unified by a single imperative: THE TIME TO ACT IS NOW! With demographics rapidly expanding and future demand rising, the window of opportunity is clear. The message echoed by nationally recognized voices throughout the event: If you don’t expand and grow, you're missing an opportunity. Here are just a few of the key messages from this year's Greystone Event.

1. The Opportunity Ahead. Keynote speaker Lisa McCracken, Head of Research and Analytics at NIC, delivered a data-rich outlook on industry occupancy and construction activity, future demand and shifting generational preferences. With for-profit growth at its lowest level in the last 10 years, her insights underscored the urgency for not-for-profits to execute on a renewed era of growth grounded in solid market fundamentals, high occupancies and new models of independent living to serve the early- stage boomer resident.

Building on Lisa’s presentation, Greystone’s Stuart Jackson and Mindy Cheek led a fireside discussion addressing recurring questions such as, “What models are doing a better job of accessing the growing senior market?” The panelists challenged providers with a clear message: “If you choose not to grow or expand, your competitors will—and with that, they’ll take away your opportunity to do so.” Their discussion reinforced a critical point: those who act now have the opportunity to shape the next generation of senior living.

‍2. Barriers Are Meant to Be Managed. Many times, providers might not see the opportunities because current barriers appear insurmountable. Greystone’s Caleb Pirtle, along with industry experts John Sims of Propel Insurance and Kevin Strom of Ziegler, helped reframe the current obstacles as a catalyst for action—focusing on rising construction costs and operational headwinds including tariffs, insurance, and interest rates. The session challenged attendees to approach external pressures strategically rather than fearfully, offering the important perspective that momentum must be matched with resilience stating, “These headwinds should be seen as short-term volatility, not long-term obstacles or cause for delay.”

‍‍3. No Perfect Timing. This mindset carried directly into the next conversation: when is the right time to grow? The answer, weaved throughout the session, was simple—now. Greystone’s leaders shared real-world examples of clients who moved forward decisively, even amid uncertainty. Their experience reaffirmed that there is no perfect time—only strategic action. The communities that act today aren’t simply keeping pace—they’re asserting leadership and shaping the senior living experience for the next generation.

4. The New Resident Consumer. Strategic timing is most powerful when paired with purpose. That became evident during Friday’s panel, as new residents and depositors from communities across the country spoke candidly about why they chose a life plan community, the value they find in community life, and what they expect from the services and culture around them.

What became unmistakably clear was that this incoming resident is different than your current resident population. They are highly accomplished, active, and vibrantly full of life. These future residents are—engaging in pursuits like scuba diving, international travel, and developing deep meaningful connections. Far from slowing down, they bring energy, ambition, and high expectations to every aspect of community life. They’re seeking connection, autonomy, and meaning—not just care. Their voices offered valuable insight to inform providers on how to plan, create, and deliver services and culture.

‍5. Design with Intention. How can providers design communities that reflect the lives people want to lead? An expert panel made up of leaders from Greystone’s Marketing and Development teams, along with Emily Pierson of Perkins Eastman, responded by emphasizing the importance of provider-led vision: “Communities should not be shaped solely by architects—they should be co-authored with residents, operators, and mission-driven priorities.”

From hospitality-forward floorplans to wellness-focused spaces, the panel explored how design must support flexibility, engagement, and culture. The message: define your non-negotiables early, and let those principles guide every decision.

‍6. Embracing AI to Expand Healthspan. In true thought leadership fashion, the final presentation looked to the horizon—specifically, how AI is becoming a key enabler of resident wellbeing, operational efficiency, and workforce support. As residents seek to align lifespan with “healthspan” and even “brainspan,” AI offers powerful tools to deliver more personalized, connected experiences.

As Greystone’s Justin Spooner put it: “In five years, everyone will be doing it. The differentiator is starting now.” Rather than fear AI, providers must explore how it can be embraced strategically, in service of both human connection and organizational performance.

The conference concluded with a challenge to every attendee: What will you do next? From forecasting demand and navigating risk, to elevating design and exploring AI, the ideas shared throughout The Greystone Event require more than reflection—they require execution. The future of senior living belongs to those who lead it.

Greystone extends sincere thanks to all who joined The Greystone Event 2025. Your partnership, perspective, and commitment to the future continue to shape what’s next—and it’s an honor to be on this journey together.