STRATEGIC
PLAN
The Future of RoseVilla
People Purpose & Possibility
Building on 65 years of pioneering senior living, RoseVilla has launched a new strategic plan to advance our mission of championing the power of community. With a vision for a vibrant and innovative future, we are committed to enhancing the lives of our entire community, not only for those who live and work at RoseVilla, but for our neighbors beyond our 24-acres. Guided by people, purpose, and possibility, we’re creating an inclusive space where ALL can belong and thrive.
This plan leverages RoseVilla’s position as a sustainability-driven Life Plan Community in Portland, Oregon, positioning us to grow into an even stronger and more impactful organization. RoseVilla is already nationally recognized for innovation in sustainability and resiliency as the first senior living community in the Pacific Northwest to build net-zero energy homes and the first in the industry to introduce a greywater reclamation system on our campus. Additional honors include recognition as one of Oregon’s 100 Best Nonprofits to work for, 100 Best Green Workplaces in Oregon, Portland Business Journal’s Healthiest Employers, Clackamas County’s Leaders in Sustainability, and a Prism Green Guardian Award recipient.
By the conclusion of this strategic plan, RoseVilla will further solidify our standing as a leading Continuing Care Retirement Community (CCRC) by advancing Resident and Team Member wellbeing, care and service innovation, a culture of inclusivity, and long-term sustainability and resiliency.
Download our strategic plan for a complete overview of our goals and vision.
Our Strategic Pillars
Explore the plan’s five key themes:
Employer of Choice
We aspire to be the employer of choice in Senior Living in Oregon by supporting the growth and wellbeing of our Team Members—at work, at home, and in their communities. We pursue this goal by offering competitive pay and benefits, fostering a culture of inclusivity and accountability, and investing in Team Member leadership development and education.
Double the People We Serve
We aspire to double the number of people we serve by 2030, enabling us to share our unique strengths (our “special sauce”) with our greater community. This growth will enhance RoseVilla’s health and financial security while expanding the reach of Avencia In-Home Care, Rosebud Preschool, and future service expansions.
Care & Service Innovation
We aspire to be recognized as a leading voice for care and service innovation across the North America Life Plan Community landscape — including serving as a strong advocate for regulatory change. This ambition will not only strengthen RoseVilla, but also contribute to a more life-affirming future for all.
This vision imagines RoseVilla’s influence extending far beyond maintaining the current Life Plan Community model, toward shaping a broader, long-term positive impact on our industry and the world.
Health & Wellbeing
We aspire to cultivate a culture where health and wellbeing are prioritized, supported, and sustained, empowering every member of our community to thrive personally and professionally. Opportunities include Eden Alternative membership, developing a Happiness Index for Residents and Team Members, and pursuing Age-Friendly Health System certification. Health and wellness are the foundation of personal agency, enabling our people to live with purpose, choice, and dignity.
Sustainablity & Resiliency
We aspire to set the national standard for sustainability and resiliency within the Life Plan Community landscape. Meeting this goal will enhance financial and community stability while supporting the wellbeing of Residents, future Residents, future generations, and the planet we all share.
This vision calls us to do what is ethically right: to care for our environment and for each other. We are building on this commitment through our comprehensive 25-Year Resiliency and Sustainability Action Plans, which guide and accelerate our work in this area.
Our Plan In Action
Every day, we’re taking tangible steps to bring these goals to life.
The Flourish Project
The Flourish Project is an intentional, community-wide sustainability and resiliency initiative. Rather than treating green practices as optional extras, we embed them into everyday life. From our renewable solar energy systems to water conservation and air-quality improvements, we’re working hand-in-hand with our Residents to make RoseVilla a community that treads lightly on the earth. The Flourish Project not only enriches life for our Residents and Team members, it helps us safeguard the planet for future generations.
BloomWell
BloomWell is RoseVilla’s holistic, whole-person wellness approach that weaves well-being into every aspect of life—not just fitness, but social connection, creativity, and environmental engagement. Rather than treating wellness as a checklist, BloomWell is as a way of living, centered on meaningful moments like a shared meal, an art class, or a nature walk. Beyond personal health, BloomWell encourages community purpose through volunteer work and service, helping Residents live with purpose.
Team Member Culture
At RoseVilla, we cultivate an inclusive, people-centered culture where Team Members are valued, supported, and empowered to thrive. Our community emphasizes wellbeing, belonging, and purpose, offering opportunities for growth, collaboration, and meaningful impact. Here, every Team Member is welcomed, encouraged, and inspired to contribute to a workplace where connection, respect, and shared success are at the heart of everything we do.