Del Webb's Sun City Peachtree in Atlanta Keeps Up with the Expanding Population ''Formerly Known As Senior Citizens''

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Even as companies struggle to keep up with today's YouTube generation, another audience segment is evolving quickly and creating an equally dramatic need for a strategic shift. As Baby Boomers move into the 55+ category, they are also moving past the "senior citizen" terminology and the Florida retirement stereotype.

We are building a lifestyle community from the ground up and with no preconceived ideas

    As Del Webb, the active adult brand of Pulte Homes, prepares for the opening of Sun City Peachtree, an active adult community in the Atlanta area, the company is sharing insights into its philosophy for meeting the demands of a population aging with attitude.

Aging with attitude: Last year, the first wave of Baby Boomers hit the 60 mark. The number of people age 55 and better in the United States will grow from 69 million to 97 million by 2020. With trillions of dollars in spending power, this growing population is calling the shots, and keeping corporate America on its toes. In a recent Barron's cover story, Del Webb was listed as one of ten companies primed to benefit from the boomer generation. As the nation's largest builder of active adult communities, Del Webb is an expert at moving fast to keep up with this changing market segment. Sun City Peachtree reflects a modern profile of Baby Boomers moving past 55 without missing a beat. "Today's active adults are aging with attitude," said David Vitek, Pulte Homes/Del Webb Georgia South Division President. "They are shattering the stereotype of the quiet, rocking chair retirement and Sun City Peachtree is leading the charge by revolutionizing this paradigm."

Life beyond the lounge chair: The most recent Baby Boomer survey commissioned by Del Webb and conducted by Harris Interactive showed that today's active adults want to keep moving, stay challenged and continue learning. Sun City Peachtree will be a lifestyle destination where all this is possible. "We are building a lifestyle community from the ground up and with no preconceived ideas," said Vitek. "Everything we do revolves around catering to the desires of our residents in a way that only a Sun City by Del Webb concept can deliver," said Vitek.

Retirement is out. Second careers are in: Today's active adults are reenergized, not retired. Many individuals age 55 and better will continue to work or launch new business ventures. Half of all AARP members are employed and 40 to 50 percent of residents in Del Webb communities are still working. "Retirement isn't seen as the end game anymore," Vitek said. "It's a life transition and they want a great quality of life over the next forty years and working, in some capacity, is a part of that."

Snowbirds take a u-turn: Researchers are bringing attention to the migration of active adults from Florida to other parts of the country, and a variety of reasons have been cited: moving closer to family, inclement weather and cost of insurance. Sixty-percent of Baby Boomers say they plan to stay within three hours of their current location. "There's a secret weapon in our business and it's called grandkids," Vitek said. "Staying close to family and friends, and maintaining links to their community are important things to them." One fact is clear, the destinations for individuals 55 and better are changing and cities that move quickly to accommodate this population could see significant economic benefit. Bleakly Advisory Group, an independent real estate consulting firm, estimates that Sun City Peachtree will offer the Atlanta region over $1 billion in positive economic impact.

Blogging with Grandma: Today's active adults are tech-savvy and connected. From IPODS to online networking, they are using technology to stay connected and make their lives easier. In fact, Baby Boomers account for nearly one-third of America's Internet users. Sun City Peachtree will offer the latest in technology, including structured, computer centers and Del Webb Live, an interactive community Intranet.

Del Webb facilitates second childhood: "Baby Boomers are making life after 55 a new beginning and they want communities that move beyond accommodation to optimization," said Vitek. "Sun City Peachtree is ready to help this dynamic audience maximize their 'second childhood' and customize the next great chapter in their lives."

Sun City Peachtree will offer 3,400 homes on 1,726 acres just south of downtown Atlanta. The development will be the largest master-planned community in Atlanta and is scheduled to open in August of 2007. For more information and to join the guest list for the Sun City Peachtree VIP event, please visit or call toll free 1-877-242-9322.

About Pulte Homes

Pulte Homes, Inc., (NYSE: PHM), based in Bloomfield Hills, Mich., is a FORTUNE 150 company with operations in 52 markets and 27 states. In 2006, it delivered 41,487 homes and generated consolidated revenues of $14.3 billion. During its 57-year history, the company has constructed nearly 500,000 homes. In 2006, Pulte Homes received the most awards in the J.D. Power and Associates(R) New Home-Builder Customer Satisfaction Study(SM), marking the seventh-straight year Pulte achieved this distinction. Under its Del Webb brand, Pulte is the nation's largest builder of active adult communities for people age 55 and better. Its DiVosta brand is renowned in Florida for its Built Solid(TM) building system and distinctive master-planned communities. Pulte Mortgage LLC is a nationwide lender offering Pulte customers a wide variety of loan products and superior service.


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Phil Corley
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