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Madonna Manor
Villa Hills, Kentucky
www.madonnamanor.org

Year Opened: 1964 (updates and additions through 1987)

Type: Rental CRCC

Levels of Care (2007)

IL Cottages: 47

PC Units: 25

Skilled nursing beds: 35

Challenge

Madonna Manor is located on 28 picturesque acres, just across the Ohio River from Cincinnati, Ohio. This Catholic-sponsored community has been serving the Northern Kentucky/Cincinnati area for nearly 50 years. Madonna Manor first opened its doors in 1964, under the sponsorship of the Benedictine Sisters of St. Walburg Monastery, and in 2007, the community became a sponsored ministry of the Sisters of St. Francis of Sylvania, Ohio. In September 2007, Brecht Associates Inc. was retained by Madonna Manor to evaluate the market and make recommendations for a substantial redevelopment of the campus. This would potentially include demolition of all existing campus buildings.

Goal

The goal was to evaluate the existing market demand and to assist Madonna Manor is creating the appropriate mix of services and unit types to serve the local market. We would accomplish this through on-site evaluation, visits with competitive community administrators and in-depth interviews with local influentials. We found strong support for faith-based providers in this area, and it was noted that Catholic-sponsored communities were very favorably received.

Madonna Manor had the benefit of a particularly beautiful riverfront setting, on a bluff of the Ohio River. The original site plan for the community did not take full advantage of the surrounding natural beauty. It was hoped that a campus re-configuration would highlight this prime location.

Recommendation

All of our recommendations were preliminary, pending evaluation of the financial considerations of new unit construction.

• In IL, demolish older, small cottages and replace with larger units of a more contemporary design. Increase the number of IL units from 47 to a maximum of 115.
• Build a new AL building designed with an eye to design efficiencies. Keep the number of AL units at the current 25, but add a dedicated dementia care wing of up to 24 units.
• Expand the number of nursing beds. The existing 35 units were consistently full, and Madonna Manor had the opportunity to purchase 101 nursing beds from an existing area provider. The expansion of IL units would create additional need for nursing units at this CCRC. BAI recommended adding at least 27 additional nursing units to support the new IL units.
• Create a state-of-the-art community center with amenities located within easy distance of both IL and AL residents. Conduct focus groups with current residents and prospects to determine the most favored community amenities.

Result

• A new 105,000 square foot building is scheduled to open in July 2011.
• The new building will feature 40 apartments licensed for AL, 60 skilled nursing beds, and 24 memory support units, licensed as personal care (PC). Dining facilities and common areas are also included in the new building.
• The existing community center was completely renovated and now houses marketing offices, as well as common rooms for cards/games and a small fitness center. The building's façade was altered to match the façade of the new building.
• The new building faces an existing lake on the campus. The lake was enlarged, and a pavilion will be built over the water to provide a large outdoor seating area.

Consultant Comments

• The study laid the groundwork for what was eventually a "whole campus" re-configuration. Madonna Manor was able to use their strong market position to re-invent this aging community and create a modern and contemporary campus that will serve residents for years to come. Although the demand analysis for IL units indicated that up to approximately 100 total units could be supported, Madonna Manor took a conservative position, and chose to reduce the number of IL units from 47 cottages to 22 cottages. The removal of some of the smaller cottages provided the space for the new building footprint. They reinforced their focus on higher levels of care by expanding the number of AL units from 25 to 40, and gaining AL licensure for the new units. In addition, a new memory support unit (using the existing PC license) was added. Nursing beds were increased from 35 to 60, and again, this was the conservative approach; a balance between anticipated need, desired size of the overall community size and finances. The new buildings are positioned to highlight the surrounding natural beauty. This campus-wide "re-do" also presented Madonna Manor with the opportunity to make some changes in administration and marketing, and as a result, they have essentially created a brand new community that retains the best elements of the original Madonna Manor. Future plans may include additional IL units.

Beth Pallensen

Project Manager

Brecht Associates, Inc.®
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