Senior residing operator Cura Dwelling has a brand new COO who’s tackling staffing and occupancy challenges in her first yr within the firm’s C-suite.
Las Vegas-based Cura Dwelling has 5 communities in two states. Crissy Tohey, who joined the corporate initially of January as its new COO, stated she was drawn to the operator’s measurement.
Tohey has a background in nursing administration and beforehand labored for non-profit operators together with Ascension Dwelling, the place she was interim COO; Priya Dwelling, the place she was head of gross sales; and Remodeling Age, the place she was regional director of gross sales and advertising and marketing. She additionally frolicked at operators akin to Brookdale Senior Dwelling (NYSE: BKD). She traces her profession again to the world of wellness and health, having labored as a basic supervisor at LifeTime Health after which later as founding father of Complete Well being LLC, an organization that provides quite a lot of wellness companies together with meal prep, mindset and motion for sustainable outcomes and psychological well being companies choices.
“It was that profession that actually taught me about tradition,” she advised Senior Housing Information. “There are such a lot of similarities and so many parallels between promoting health and the emotional buy of impartial assisted reminiscence care.”
Tohey is working with Cura’s head of gross sales and head of operations to “consider a future state.” Amongst her objectives is to develop the operator’s common occupancy from the eightieth percentile, the place it sits at present; to above 90%. She is revamping the corporate’s gross sales and advertising and marketing to deliver extra prospects in for a tour whereby communities will roll out the “pink carpet” for his or her visitors in a means that higher demonstrates the worth of senior residing.
“I’m an enormous believer in constructing that momentum, and in order that’s what we’re doing proper now,” Tohey stated. “We’re laying the inspiration ensuring now we have the precise folks in the precise seat. If we are able to develop [average occupancy] 10%, that might be a extremely huge win for us.”
Cura Dwelling additionally has a brand new web site and is partnering with a advertising and marketing company to roll out new campaigns all through the primary quarter of this yr.
Senior residing companies hinge on staffing, and thus Tohey stated she is “all the time looking out for the following crew member,” together with exterior the business. Cura offers employees extra flexibility of their shifts, which final 5 or 12 hours relying on employee preferences. The operator rewards “Cura moments” – moments that seize when workers care – with handwritten thanks playing cards, reward playing cards or stipends.
Trying forward, Cura Dwelling goes to deal with its inside and exterior advertising and marketing plans and partnering with organizations akin to Argentum and the American Seniors Housing Affiliation to assist get Cura Dwelling extra on the map.
“We’re simply ensuring that we’re all making considerate selections for the sustainability of what we do,” Tohey stated.
