Bethesda Living Centers Changes Name and Establishes Vision

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Known as Bethesda Living Centers since 1989, the company has recently donned the new name of Bethesda Adult Communities.

Known as Bethesda Living Centers since 1989, the company has recently donned the new name of Bethesda Adult Communities. Originally establishing senior-care centers around the country with the motto "Care With a Gentle Touch," Bethesda described the loving service they offered for a growing number of residents. The Baby Boomer population has aged more gracefully than previous generations and the notion of "care" now has more to do with hospitality than hospitals. The new name intends to reflect Bethesda's direction of providing an adult resident-subscribed community of renewed vigor and freshness.

"We want all residents to feel proud and connected in their Bethesda home, and the adult community concept strives to provide a rich environment in which pampering is a proud cultural phenomenon and family life is compounded," reflects President Jeff Newman.

The change really began in 1998 when Bethesda broadened its mission to serve seniors through a system of retirement communities. In addition to these adult communities, the company has launched Bethesda Ministries, Bethesda Associates, Bethesda Christian Broadcasting, and Bethesda Real Estate.

"In the last year or so, we've continued to refine our vision and clarify our purpose. Today, our focus is on creating a place where residents' lives can come into full bloom. Just as a gardener supports the growth of a garden, we strive for the creation and maintenance of a healthy, stimulating environment. As a result, 'Where Vintage Lives Blossom' is our new motto now," says Julie Callender, Senior Vice President.

The new name and refined vision is bringing about additional changes, including a new logo and "look" that Bethesda Adult Communities believes will help better represent their direction. "The culture within a Bethesda Adult Community will soon have a language all its own with expressions and reflections of warm vibrant growth, teeming with color, energy, and life," says Newman.

In addition, Bethesda Adult Communities has a new Web site ( designed to reflect the new identity and brand. The new site provides more useful information about their communities, including Interactive Floor Plans that allow site visitors to see pictures of the different housing options, and a Furniture Fitter feature that allows visitors to place, rotate, and scale articles of furniture anywhere within a floor plan.

"We are excited about these new changes and the potential for building upon Bethesda's rich history of quality living," states Callender.

Contact: Jeff Newman

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