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2020 Senior Living Symposium Webinar Series
Thursday, August 20, 2020, 9:00 AM to Thursday, September 17, 2020, 10:00 AM MDT
Category: Webinars

The 5 part webinar series is designed to provide attendees with an update on current trends in senior living, ranging from finance to workforce and other relevant topics. We will also provide attendees opportunities to interact with colleagues and industry professionals. The topics are intended for CEOs, CFOs, board members and other key personnel.

Program Details (click the links to read full session details)

Each week's session will run from 9:00am-10:00am. All education sessions will be recorded and available to registered attendees.

Concerned about missing out on networking time?? Then plan to join the networking discussion that will follow each session from 10:00am-11:00am. There will an opportunity to connect virtually with colleagues and business professionals. Please be aware that some content will be regionally specific to the Northeast and Massachusetts. LeadingAge Massachusetts and Ziegler will be the co-hosts of this event.

Register Now!


  • $125 -- LeadingAge Colorado Provider Members
  • $200 -- LeadingAge Colorado Business Members
  • $99 -- Resident, Board member or Trustee of LeadingAge Colorado member organization (including LeadingAge Colorado Board Members)
  • $300 -- Non-members

Registration Cancellation Policy
LeadingAge Colorado must receive a written/email registration cancellation request by August 13, 2020 to guarantee a refund, minus a $15.00 non-refundable cancellation fee. Cancellations made after this date and non-attending registrants are responsible for the full registration fee. If your organization is under a state survey the day of this event, a full refund will be issued to all attendees participating in the survey. Substitutions are encouraged for any attendee that is not able to attend.

Session Details

Thursday, August 20thThe 2020 State of Senior Living

This opening session will kickoff of the series of online webinars sponsored by Ziegler and LeadingAge Massachusetts. This session will be provide an overall assessment of the senior living and care sector and will frame the future challenges and opportunities for not-for-profit providers. What will the COVID-19 era providers look like and how will they behave moving forward? Ziegler presenters will cover topics such as the consumer and demographics, workforce, sector growth, sponsorship transition activity and technology among others. 


  1. To frame the state of the not-for-profit senior living sector in the midst of COVID-19
  2. To challenge attendees to think strategically about the future direction of their organizations
  3. To understand how national and regional trends are impacting providers and how they can plan accordingly 
Speakers: Dan Hermann, Lisa McCracken, Keith Robertson (Ziegler)

Thursday, August 27thEnsuring Sales & Marketing Success Despite Current Headwinds

The past several months have brought forth many challenges for senior living providers, including sales and marketing pressures. Practical challenges aside (e.g. campus visitation policies), the COVID-19 pandemic has changed the mindset of the prospective resident. How are they behaving differently? Has their outlook on senior living and care changed? What are new priorities for the customer and what former sales tactics are less effective today? This session will talk about strategies to adapt sales and marketing approaches to still be as successful in closing sales pre-COVID-19. An update on consumer sentiment and opinion of the marketplace will also be covered.  


  1. To identify strategies and tactics that will yield successful sales and marketing outcomes in a COVID-19 environment
  2. To better understand the mindset of the current prospective resident and how it has changed in recent months
  3. To share some industry sales and marketing metrics from recent months.
Speakers: Rob Love, Amy Brodie, Dan Rexford (Love & Company)

Thursday, September 3rd: The 2020 Senior Living Capital Markets

Just as COVID-19 upended the senior living sector, it also shocked the capital markets. Now, several months past the onset of the COVID-19 pandemic, the municipal markets have improved and the banks are open for business. This session will give current updates on the state of the not-for-profit senior living markets, will discuss considerations for providers looking to access capital in the near future and will forecast what may lie ahead for the remainder of 2020.


  1. To give current market information on borrowing rates and investor appetite for senior living borrowers
  2. To share case studies of recent senior living financings that we successful executed since the onset of COVID-19
  3. To have attendees walk away with considerations for their own capital planning endeavors
Speakers: Chad Himel, Keith Robertson (Ziegler)

Thursday, September 10th: Strengthening Our LTSS Workforce for a Post-COVID World

Even prior to the COVID-19 pandemic, our long-term services and supports workforce (LTSS)  was in crisis.  Inadequate wages, insufficient training, lack of good supervision and support led to high turnover and challenges in recruiting to fill needed positions.  These challenges have only been exacerbated by COVID-19 and have exposed the need for significant reform.  This session will review the policies and practices that providers and government need to consider in order to strengthen our LTSS workforce to respond to the emergence of COVID and beyond.  


  1. Attendees will have a better understanding how federal and state-level policies have created barriers to the development of a stable, competent frontline LTSS workforce.
  2. Attendees gain knowledge about practices that LTSS providers can adopt to improve retention and recruitment of frontline LTSS staff.
  3. Attendees will learn about strategies to help them advocate for policy changes that can improve retention and expand the workforce pipeline.

Speaker: Robyn  Stone (LeadingAge)

Thursday, September 17th: CEO Panel

COVID-19 has tested the leadership of aging services organizations like nothing before. CEOs  have been required to take on challenges that they never imagined. From revamping their entire operations to protect the basic health and safety of their residents and staff, to worrying about the financial health of their organization, it has been an unprecedented time. These challenges were only compounded with ever changing and sometimes conflicting guidance from both state and federal agencies.

During this session, Keith Robertson will lead a discussion with a group of aging services CEOs to understand how they managed through the crisis in conjunction with their staff, Board, and residents, and what lessons they have learned in preparing for another surge and a changing future.


  1. Understand innovative ways organizations managed through the crisis
  2. Learn the role of the Board during this time
  3. Discuss the way forward for organizations

Facilitator: Keith Robertson (Ziegler)

Panelists: David Bordonaro (McLean), Anne Doyle (Lasell Village), Patrick Stapleton (Sherrill House)