Senior living operators across the United States are expanding their care models directly into private residences, deploying targeted home-care programs and physical facility expansions to capture aging populations seeking flexible options outside traditional institutional settings.
Reaching Seniors Beyond Campus Boundaries
South Carolina-based senior living provider Cumberland Village recently launched a home care program to serve older adults who wish to remain in their current houses as external growth remains challenging to achieve. Named Cumberland Village at Home, the program is divided into two distinct tiers designed to meet varying levels of physical need.
The first tier, Cumberland Cares, delivers personal care assistance, help with daily living activities, and medication management. The second tier, Cumberland Concierge, handles everyday household tasks including errands, housekeeping, meal preparation, and transportation services.
Michael Rabold, President of Golden Bell Senior Living, stated that they truly observed a demand not solely from their on-campus residents, but also recognized a need extending further outward, explaining that this initiative enables them to address those requirements while individuals remain within their homes.
Corporate Strategy and the Single-Site Evolution
The home care initiative is operated under Golden Bell Senior Living, the parent ownership group founded in 2022 that began operations in early 2023. CEO Gerald Swiacki entered the senior living sector in 2002 after working as an investment banker at the company now known as Lument, while President Michael Rabold helps guide the company’s growth strategy.
Cumberland Village operates as a single-site campus featuring 48 independent living patio homes, 95 traditional independent living units, and a 24-unit assisted living segment across eight acres of developable land. Leadership views this campus model—which integrates independent living, assisted living, memory care, and cottage homes—as superior to operating standalone assisted living buildings in densely populated metropolitan environments.
Michael Rabold, President of Golden Bell Senior Living, expressed that Cumberland Village alongside the capacity to provide independent living, assisted living, memory care, and cottages represents a forward-looking offering that they favor over a standalone assisted living facility located in a major, densely populated urban setting.
Repositioning Campuses and Upgrading Memory Care
While South Carolina operators build out external home care networks, operators in other regions are adjusting their physical footprints to accommodate surging demand for specialized cognitive care. In Dover, the Wentworth Home has proposed a nearly 3,100-square-foot, six-bed addition dedicated to memory care.
Administrator Kirstin Swanson noted that the nonprofit facility, located at 795 Central Ave., originally opened its doors in June 1898. Swanson stated that they had been serving individuals within their communities for an extended period regarding the long-standing community institution.
Back in South Carolina, Golden Bell is similarly preparing to add more independent living capacity and a new memory care and assisted living component to reposition the existing campus footprint. Swiacki described the charming [and] southern-style
community as a prime environment for meeting incoming demand as senior acuity needs shift.
Technology Integration and Third-Party Partnerships
Managing the care continuum across both on-campus residences and private homes requires advanced operational oversight. Cumberland Village utilizes ambient monitoring technology to track resident acuity and adapt services as older adults age in place.
Rather than building a home care division entirely from scratch, the company has sought to capitalize on existing infrastructure by bringing third-party providers under the Golden Bell banner. Leadership emphasizes that maintaining brand reputation and quality standards remains the top priority in these external arrangements.
Michael Rabold, President of Golden Bell Senior Living, explained that they are not seeking to micromanage or oversee every facet of their operation, but rather felt it was a vitally important element of their enterprise and brand equity to partner with a home care provider such as Cumberland Village to harness its standing, uphold their benchmarks for quality, and guarantee that their care personnel are nurturing and attentive.
Familiarity Pipelines for Future Senior Housing Demand
Beyond capturing immediate service revenue, deploying home care into private residences serves a strategic marketing purpose for senior living operators. By introducing the Cumberland brand to seniors early in their aging journey, operators familiarize potential residents with their care staff and operational practices long before a physical move becomes necessary.
This allows for flexibility
for older adults to remain in their preferred living settings longer while ensuring a smooth transition to campus-based assisted living or memory care when medical needs ultimately escalate.
