Combatting the "Old Folks' Home" Stereotype

About Cindy Baier

President & Chief Executive Officer

Lucinda (“Cindy”) Baier is the President and Chief Executive Officer of Brookdale Senior Living, the nation's premier operator of senior living communities. As of year-end 2020, the $3.5 billion company operates nearly 700 senior living communities and has the ability to serve approximately 60,000 residents through its independent living, assisted living, Alzheimer’s and other dementia care, and continuing care retirement communities and through its comprehensive network of services. The company's 40,000+ employees are taking care of America's seniors and, in 2020, Fortune magazine ranked Brookdale as one of the top 200 largest publicly listed employers in the country. Ms. Baier became Brookdale's President, Chief Executive Officer and a member of the Board of Directors on February 28, 2018. As CEO, she initiated and is leading the company's operational turnaround strategy. Her accomplishments can be seen over an array of areas, including people, portfolio and operations. Retention rates of the company's top community leaders are strong. She helped focus the company's efforts on increasing diversity, resulting in the Board and executive leadership team approaching gender parity. Since becoming CEO, Brookdale has increased people of color in leadership roles on the executive leadership team. Ms. Baier led Brookdale's efforts to negotiate and restructure leases with its largest three REIT partners and to unlock significant value through the sale of assets, including Brookdale's interest in the unconsolidated entry CCRC ventures and the sale of the majority of its home health, hospice and outpatient therapy business. Within the second year after introducing the "winning locally" strategy, the company's Net Promoter Score® increased 20%. In her third year as CEO, J.D. Power recognized the company as #1 in customer satisfaction in assisted living/memory care communities. Ms. Baier has served for more than a decade as a board member of public and private companies and organizations. She currently serves as a member of the board of directors of Argentum and the Nashville Health Care Council, where she serves as Vice Chair, is a member of the NYSE Board Advisory Council, which identifies and connects diverse board candidates to NYSE-listed companies seeking new directors, and is on the Vanderbilt University Medical Center Audit and Compliance Committee and the Board Quality and Safety Committee. Ms. Baier has been recognized by a number of professional organizations, including being named one of The CEO Forum Group’s 2021 Top 10 CEOs Transforming Healthcare in America; she is a recipient of the Corporate Citizenship 2020 Award from the Committee for Economic Development of The Conference Board; elected to McKnight's 2020 "Women of Distinction" in the Hall of Honor category; featured in the 2020 “In Charge” list by Nashville Medical news; named in WomenInc.'s 2019 Most Influential Corporate Directors list; recognized in the Nashville Business Journal's 2020 Health Care Leaders awards and for the second consecutive year was named to the Nashville Business Journal’s "Power 100" list, the "Most Admired CEO" list and the "In Charge" list by the Nashville Post. Prior to becoming CEO of Brookdale, Ms. Baier served as the company's Chief Financial Officer from December 2015. In addition to experience as a seasoned chief financial officer in several companies, she has had multi-billion dollar operations responsibility, been the chief executive officer for a publicly traded retailer, and served as an executive officer of a Fortune 30 company. Ms. Baier is a Certified Public Accountant and a graduate of Illinois State University, with Bachelor and Master of Science degrees in Accounting.

In a recent op-ed for the Los Angeles Times author Barry Goldman wrote that he’d “rather be dead than linger on in an old folks' home.” It’s a sad thought, but we recognize it’s a thought many people share. Mr. Goldman’s account of how his parents declined while in an “old folks' home” was heartbreaking. I can’t fault him for feeling disillusioned. But what Mr. Goldman and those who continue to view senior living communities as places where “old folks” go to die don’t understand is that senior living often helps people thrive.

We see many residents come into a Brookdale Senior Living community underweight, lonely and depressed. They simply weren’t getting the care and support they needed at home, because caregiving is hard. We often witness amazing turnarounds, and watch residents regain energy, dignity and a sense of independence. They get the nutritional support they need and make new friendships while their loved ones enjoy a sense of relief that their parents are being taken care of. I saw my own mother benefit from moving into a senior living community. It’s a move that allowed me to become my mother’s daughter again rather than feel like I was being her caregiver.

But don’t just take my word for it. I encourage you to talk with just a few residents who’ve seen dreams come true and continue to live fulfilling lives. Perhaps you could chat with Robert McClintock, a WWII veteran who sang the National Anthem at a Tampa Bay Lighting game just days before his 100th birthday. You might also enjoy getting to know Ann O’Farrell, a writer who draws inspiration from fellow residents. Maybe you’d be reassured that you don’t have to “linger on” in senior living community when you read about Walter White, who at 93 is still a long-distance runner. Or, read the letter we received from the daughter of a new resident who reconnected with a friend she hadn’t seen in decades after moving into a senior living community. We’ve heard countless stories of residents finding love again. In fact, more than 770 Brookdale residents have fallen in love in a community. We highlighted a few of their love stories for Valentine’s Day. These are just a few stories. I’ve heard many, many more. I encourage you to read more of our residents’ stories in our newsbeat section.

I invite anyone who thinks they’d “rather die than move into an old folks' home” to visit a Brookdale community. Talk to our residents and associates. Spend some time with us and see how you can live a purposeful life surrounded by compassionate people who treat you with the respect and dignity you deserve. I know you’ll choose life.