Carepartners Senior Living Rebrands 34-community Portfolio To Vineyard Park 

CarePartners Senior Living is bringing together all 34 of its communities under a new brand name, Vineyard Park Senior Living.

The Seattle-based company is launching the rebrand on May 1 and rolling it out across its communities throughout the year with new signage, uniforms and overhauled websites, according to Shawn Tacey, CEO of CarePartners Management Group.

CarePartners Management Group’s leaders are not making any changes to onsite leadership, staffing or to resident care with the rebrand. Instead, Tacey said Vineyard Park Senior Living’s rebrand is meant to help build a new identity and reflect its roots as a family-founded company that started in 1998.

“The rebrand is really to focus on the future and having one identity that clearly expresses what our product offering is in our service commitment,” Tacey told Senior Housing News. “We had various brands floating out there, plus our management company, and they just created confusion … Now is the time for clarity.”

The rebrand comes at a time when the operator plans to grow its portfolio. Presently, Vineyard Park Senior Living has 29 communities in Washington and five in Arizona; according to Tacey, the plan is to continue growing the footprint in those two states for now before expanding to other states, though it is too early to comment on where the company looks to grow. The company will brand newly acquired communities under the Vineyard Park banner in the future.

The company has shifted to a combination of development and acquisition over the past seven years as it has continued to grow.

The assisted living operator is actively seeking opportunities to start development in the future along with looking for 80- to 120-bed communities to acquire. As it expands and rolls out its new name and vision, Tacey said the company’s goal is to “create a culture where we’re creating a future.”

“The Vineyard Park logo in that brand really represents the type of community and quality [we offer], and it really honors our commitment to what kind of culture we want to build inside and outside of our communities,” Tacey said. “It’s bright, it’s searchable, it’s findable and it really represents the direction that we want to go with the company.”

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