Discovery Senior Living Launches New Top-tier Luxury Brand With More Growth Planned

Discovery Senior Living has rolled out a new top-tier luxury brand called Calligraphy. Two communities currently fly the brand’s banner, with more to come.

The launch adds a new service tier for the Bonita Springs, Florida-based operator and is the result of nearly a year of work behind the scenes, according to Diana Ferrante Thies, executive vice president of brand management at Discovery.

“We did our due diligence and crafted all of this very thoughtfully on where we wanted to position ourselves in the senior housing industry,” Thies told Senior Housing News. “The Calligraphy brand is our distinguished brand, sitting above all others.”

Discovery is launching its new brand at two communities it acquired last year in California, Calligraphy Westwood Village and Calligraphy Napa Valley. Discovery selected the communities based on their physical characteristics, and residents in the surrounding metros fit the profile of a more affluent resident who would fit within the community.

The Calligraphy brand draws inspiration from luxury hotels with exclusive “signature services” that include branded elevated dining experiences, activities, clinical support services, white-glove service and a memory support program that draws on neuroplasticity research and data.

“We’ve assembled highly specialized teams including leaders in wellness, hospitality, culinary, memory care and design who are each elevating their disciplines to meet the expectations of a more sophisticated resident base,” Thies said.

Rates for the communities vary by location, with one-bedroom independent living units at Calligraphy Westwood Village starting at $9,640 and going up to $16,380 for a one-bedroom memory care unit. Calligraphy Napa Valley ranges from $4,163 for a one-bedroom independent living suite up to $9,853 for a private memory care suite.

Following the launch of the first two Calligraphy communities, Discovery plans to launch two more communities under the brand on the East Coast within the next 12 months. While Discovery’s leaders don’t have a set target for a number of communities, the company could convert some higher-end acquisitions that fit the brand’s targeted resident profile into new Calligraphy communities.

“I would love to have a shovel in the ground and really create the perfect Calligraphy community. But as we know, development is a little slow right now across the board for senior housing,” she said. “We’re developers … so it could be a possibility in the future.”

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