Summary
In this episode, Jerry Vinci sits down with Marlena Hemenway, co-founder and chief brand ambassador of the Geneva Suites, a family-owned network of boutique residential assisted living homes across the Twin Cities. What began as a home care company evolved into a mission-driven model that bridges the gap between traditional assisted living and nursing homes by offering high-acuity care in intimate, home-like settings. Marlena reveals how her background as a special educator shaped her approach to personalized care, leading her to discover the transformative power of geriatric Montessori—a philosophy that restores purpose, dignity, and belonging to older adults who too often feel invisible. The conversation challenges the industry's obsession with amenities over emotional connection, exploring why families don't actually want shiny buildings with movie theaters and spas—they want staff who care, environments where their loved ones feel needed, and communities that treat residents like humans, not tasks to be documented.
Key Insights
Marlena emphasizes that belonging sells better than amenities, and that trust in staff outweighs features every single time—especially for families who've experienced a placement that didn't work. She introduces her Care Vision Tracker, a one-page tool that helps families articulate what they truly want emotionally before they get distracted by the superficial appeal of a "pretty shiny box." The discussion explores how geriatric Montessori principles give residents purpose through simple, meaningful tasks like organizing nuts and bolts, folding laundry, or sweeping floors—activities that reduce agitation by up to 40%, improve mood, and help people feel productive until their final days. Marlena shares powerful examples, including a gentleman who used a Swiffer for hours daily, beaming with pride because he finally had a job again. She also addresses the affordability crisis, advocating for a hybrid payment model where government credits support baseline care while families supplement based on their preferences, rather than forcing seniors to spend down to nothing before receiving help.
The Future of Residential Assisted Living
Marlena believes the residential assisted living model is the future of senior care, particularly for baby boomers who have changed every life stage they've entered and won't settle for institutional, one-size-fits-all environments. She explains how smaller settings allow for one-to-three staff-to-resident ratios, reducing burnout and giving caregivers time to actually care instead of just documenting. The conversation explores how AI and automation could free up staff time by handling documentation in real-time, allowing caregivers to focus on human connection rather than checking regulatory boxes. Marlena also challenges the industry's over-regulation, questioning whether states with stricter rules actually produce better outcomes or just create more paperwork that pulls staff away from residents. She advocates for a mindset shift around affordability—encouraging families to see their lifetime of work as an investment in quality care at the end of life, not something to hoard while accepting subpar services.
Learn More:
Connect with Marlena Hemenway on LinkedIn
Learn more about The Geneva Suites
Donate to the “Shine on Bloomington” tree-lighting campaign
Takeaways
Families buy trust and care first—amenities like movie theaters and spas come second
The first words families in crisis need to hear: "I care about you and your loved one"
Geriatric Montessori reduces agitation in dementia residents by up to 40% through purposeful activity
Purpose doesn't end at retirement—older adults still need to feel needed and productive
Simple tasks like folding laundry, sweeping, or organizing screws can restore dignity and joy
Montessori-based engagement improves eating, sleeping, and reduces falls by keeping residents active
Implementing geriatric Montessori doesn't require expensive materials—use household items residents recognize
Caregivers spend nearly 50% of their time documenting instead of interacting with residents
Smaller residential settings with 1:3 staff ratios reduce burnout and improve care quality
Over-regulation pulls staff away from care and may not improve outcomes compared to less-regulated states
AI and automation could handle real-time documentation, freeing staff to focus on human connection
Baby boomers will demand more intimate, flexible care models and reject institutional environments
Families should view their assets as investments in quality end-of-life care, not something to protect at all costs
A hybrid payment model with government credits plus family supplements could solve the affordability crisis
(00:00:00) From Leads to Leases - A Senior Living Business Podcast (00:01:27) Welcome Marlena Hemmanway - Founder of Geneva Suites (00:02:17) The Accidental Journey into Residential Assisted Living (00:05:11) Why Belonging Sells Better Than Amenities (00:06:22) The Care Vision Tracker - Understanding What Families Really Want (00:08:04) Navigating Family Guilt and the Crisis Mindset (00:13:58) What is Geriatric Montessori and Why It Matters (00:15:59) Real Stories - Bob's Swiffer and Joe's Bolts (00:20:19) Implementing Montessori in Any Community Setting (00:25:23) The Future of Senior Living - Scaling Intimacy (00:28:57) Regulation, Documentation, and the Care Paradox (00:32:51) The Affordability Crisis and Mindset Shifts Needed (00:38:18) Shine On Bloomington - Bringing Light and Hope (00:40:23) Where to Connect and Learn More