INDUSTRY JOURNAL Vol . 8 representatives from San Lameer Estate , Atlantic Beach Estate , Stellenbosch GC and Clovelly GC , to name but a few .
The conference centred around Leadership and Culture and how important your customer is . Topics included Vision to Action , Tools to keep strategy alive , How to create a Culture of Excellence , It ’ s not ‘ If ’, it ’ s ‘ When ’ – when dealing with the media , and crisis management and navigating emotionally charged conversations , to name a few . Sue ’ s biggest challenge was deciding which lecture to attend each session .
What we all have in common is that regardless of whether you manage a HOA or a Sectional Title complex , as an estate manager , you and your team will inevitably encounter emotionally charged residents . This is because your residents are your customers , you become a part of their day-to-day life , and your team ’ s job is to ensure a happy community .
Sue ’ s research expanded beyond the remit of the CMAA ’ s annual event . She explains : ‘ I took advantage while there to add a week onto the beginning of the trip and visit other estates that offered retirement , residential and frail care facilities .’
Knowledge gained
Sue ’ s main ambition was to network and educate herself on the current trends in estate management , retirement and frail care facilities and to bring this knowledge back home .
Some of the key differences between the USA and South Africa were financial in nature . She explains that one of the advantages US residents had over South Africans was the increased disposable income . It was surprising to hear that almost 10,000 people per day are buying into retirement and gated communities in the USA . Understandably they have the population ; however , the estates , in turn , benefit from this and take advantage of their residents ’ spending power .
‘ The estates spend a vast amount of money on infrastructure and you can see it in the whole look and feel of each estate . They ’ re in pristine condition , have magnificent gardens , huge clubhouses and there ’ s an emphasis on community living and entertainment .
Over 3,000 delegates attended the 2023 conference
Breakaway sessions
All of them have sports and clubs on offer and , while we offer this too , the USA does this on a much grander scale .’
The one standout element is that what is on offer here in SA with regard to a frail care facility within a retirement estate is not the norm in the USA . We are unique in that one can buy into a retirement estate and have frail care within the same estate . In the USA , retirement estates do not cater for frail care . Frail care facilities are run separately and you will find that each centre caters to different needs , unlike in SA where you have a mix of frail care , assisted living and memory care in one facility .
Recommendations for SA management teams
Sue believes that the main takeaway from the conference is the critical role of innovation in providing a great experience . While creativity is unpredictable and cannot be quantified , innovation can be measured and is essential for maintaining relevance and a strategic approach . A well-crafted long-term strategic plan is vital for achieving sustained growth , enhancing brand quality , and increasing employee effectiveness .
Helderberg Village ’ s frail care offering has catered to residents for almost 35 years , so there is a legacy of help in place , but Sue acknowledges that it is in much need of a facelift and that things can be done to make the place run more efficiently and be more welcoming – less like a hospital .
‘ The basic use of the area is such that the staffing numbers needed to run the facility are not cost effective and this leads to higher fees being charged . We do not have sufficient rooms to cater for the increase in demand for memory care . We have also seen a greater demand for assisted living units . The need for frail care accommodation has decreased , with more and more residents opting for home-based care , mainly due to the cost of frail care . accommodation becoming unaffordable with people living longer .
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