Rhoda Goldman Plaza - Comprehensive Analysis Report

Summary

Rhoda Goldman Plaza is a non-profit assisted living and memory care community located in San Francisco's Lower Pacific Heights neighborhood. Established 21 years ago, it was co-founded by Jewish Family and Children's Services (JFCS) and Mt. Zion Health Fund, operating as a division of JFCS. Its mission is to provide a safe, familial, and stimulating residential community for older adults, with access to additional care as needed, welcoming people of all faiths while operating on Jewish values. The organization is recognized for its commitment to "Living Well With Assistance," providing individualized, boutique-style care and maintaining one of the highest staff-to-resident ratios in the industry. Rhoda Goldman Plaza is known as "the jewel of San Francisco" for its high standards and comprehensive services, making it a "Gold Standard" in the sector.

1. Strategic Focus & Objectives

Core Objectives

Rhoda Goldman Plaza's main business objectives include providing superior assisted living and memory care based on their "Living Well With Assistance" philosophy. They aim to maintain an exceptional staff-to-resident ratio, currently approaching 1:1, to ensure personalized attention. The Plaza focuses on offering a rich array of engaging programs and providing a stimulating residential environment with access to a continuum of care as needed. Long-term goals involve sustaining high-quality infrastructure through continuous capital improvements and leveraging technology like the CarePredict system to enhance resident safety and communication.

Specialization Areas

The organization specializes in comprehensive personal care, medication management, and support for activities of daily living. Key services include diabetes management, incontinence and ambulatory care, and the coordination of hospice services. Memory Care suites, known as "The Terrace," are situated within a dedicated, secure neighborhood designed to minimize confusion and wandering, offering personalized, evidence-based programs. They also provide short-term respite stays for recovery or caregiver relief.

Target Markets

Rhoda Goldman Plaza primarily targets older adults in the San Francisco Bay Area seeking assisted living or memory care facilities. The market positioning strategy emphasizes an upscale, non-profit community with a high standard of care, a vibrant social environment, and a focus on personalized attention and respect for each resident.

2. Financial Overview

Funding History

Rhoda Goldman Plaza, as a non-profit organization, reinvests all profits into enhancing services, maintaining infrastructure, increasing staffing levels, and keeping annual fee increases modest. For the fiscal year ending January 2024, the organization reported a total revenue of $8.4 million and total expenses of $8.7 million. Over the previous eight years, both revenues and expenses have seen a slow decline, averaging 2.1% annually.

Revenue sources for the year ending January 2024 included $8,218,378 from program service revenue, $200 from contributions, gifts, grants, and similar funds, and $196,036 from investment income. The organization operates as a program of Jewish Family & Children's Services, a 501(c)(3) tax-exempt entity, making donations tax-deductible. Historically, the Mt. Zion Health Fund also provided significant funding as a co-founder. The total project cost, including moving expenses for JFCS in 2000, was $50 million, with half raised by the Jewish community.

Monthly costs for assisted living and memory care at Rhoda Goldman Plaza range from $7,200 to $13,000, with an average price of $10,100, which is higher than the San Francisco area average of $6,575 for memory care.

3. Product Pipeline

Key Products/Services

Assisted Living Services:

• Description: Comprehensive support for activities of daily living (ADLs), including bathing, dressing, grooming, and mobility.

• Development Stage: Fully operational.

• Target Market/Condition: Older adults seeking a supportive residential community with personalized care.

• Key Features and Benefits: Individualized care plans, medication management, diverse programs and activities, chef-prepared kosher cuisine, and a stimulating social environment.

Memory Care Services (The Terrace):

• Description: Specialized care for residents with Alzheimer's disease and other forms of dementia, located within a dedicated and secure neighborhood.

• Development Stage: Fully operational.

• Target Market/Condition: Older adults requiring specialized cognitive and behavioral support due to memory impairment.

• Key Features and Benefits: Secure environment designed to minimize confusion, personalized evidence-based programs, specialized staff training, and support for families.

Short-Term Respite Stays:

• Description: Temporary stays for recovery after hospitalization or to provide relief for family caregivers.

• Development Stage: Fully operational.

• Target Market/Condition: Individuals needing temporary care or families seeking short-term caregiver support.

• Key Features and Benefits: Access to all community amenities and services, professional care, and a supportive environment for recovery.

Health and Wellness Programs:

• Description: Includes diabetes management, incontinence and ambulatory care, and coordination of hospice services.

• Development Stage: Fully operational.

• Target Market/Condition: Residents with specific health needs requiring ongoing management and support.

• Key Features and Benefits: Enhanced quality of life, access to coordinated medical care, and specialized support from trained staff.

4. Technology & Innovation

Technology Stack

Rhoda Goldman Plaza utilizes the CarePredict Pendant System, a wearable wrist pendant designed for resident safety and communication.

• Core Platforms and Technologies: Wi-Fi battery-powered system.

• Proprietary Developments: The system facilitates two-way communication between residents and caregivers; residents can press the pendant to speak with staff before they arrive, helping to prioritize calls.

• Technical Capabilities: Includes location tracking and detection of changes in residents' walking patterns, alerting staff in the event of a fall. Health services staff also use this system for internal text message communication.

• Operational Benefits: Enhances resident safety, improves response times for care, and streamlines internal communication among staff.

Beyond specific technologies, the organization emphasizes a "boutique" approach to caretaking and cleaning services, focusing on personalized attention and creating a high-quality, sophisticated, and polished living environment.

5. Leadership & Management

Executive Team

Rhoda Goldman Plaza operates as a division of Jewish Family & Children's Services (JFCS). While the specific current leadership team for Rhoda Goldman Plaza itself beyond the Executive Director is not detailed in public profiles, the organization benefits from the broader JFCS leadership structure and its legacy.

• Marianne Nannestad

• Position: Executive Director (as of 2000)

• Professional Background: Served as the Executive Director for Rhoda Goldman Plaza at its opening.

• Key Contributions to the company: Instrumental in the establishment and initial operations of the Plaza, aligning its mission with high standards of care.

6. Talent and Growth Indicators

Hiring Trends and Workforce

Rhoda Goldman Plaza prioritizes high staffing levels and staff retention, maintaining a nearly 1:1 staff-to-resident ratio, which is among the best in the industry. For 130 residents, the organization employs 158 full-time and 11 part-time staff, including 60 caregivers (RNs, LVNs, and CNAs). Many staff members have been with the organization for over 10 years, reflecting industry-leading staff tenure and loyalty due to a generous benefit package and low turnover. The consistent and experienced care team fosters strong, personal connections with residents.

Key roles being recruited

The organization recruits for roles supporting its comprehensive care model, including caregivers and positions related to resident activities and well-being.

Employee sentiment and culture insights

The long tenure of staff and low turnover rates suggest a positive employee sentiment and a supportive work culture that values its workforce.

Company size and expansion metrics

While specific expansion metrics are not detailed, the focus on continuous capital improvements to the facility and ongoing refinement of its care programs indicate sustained growth within its current operational framework. Volunteer opportunities are also available, including assisting with special events, weekly activities, and a Friendly Visitors program.

7. Social Media Presence and Engagement

Digital Footprint

Rhoda Goldman Plaza maintains an active digital presence to engage with its community and showcase its offerings.

• Social media activity across platforms: Active on Facebook and Instagram.

• Brand messaging and positioning: Emphasizes its "Living Well With Assistance" philosophy, highlighting the vibrant atmosphere, engaging activities, chef-prepared kosher cuisine, and personalized care. Content showcases cultural enhancement, social interactions, and educational programs.

• Community engagement strategies: Shares updates, resident stories, and information about community offerings to foster engagement.

• Thought leadership initiatives: "The Olive Press," a monthly theme-focused newsletter published on its website (through December 2025), features contributions from staff, residents, and guests, highlighting community life and events.

• Notable campaigns or content: Content across platforms consistently showcases the diverse activities and enriching programs available to residents.

8. Recognition and Awards

Industry Recognition

Rhoda Goldman Plaza is widely regarded as the "Gold Standard" in responsible staffing within the quality assisted living and memory care community sector. It is frequently referred to as "the jewel of San Francisco" for its exceptional senior assisted living and memory care services. The medical community often recommends Rhoda Goldman Plaza to older adults and their families, leading to numerous word-of-mouth referrals. The community holds a Seniorly rating of 9.9 out of 10. It has been recognized in "Best of Senior Living" awards, specifically for "Best Activities in Senior Living" and "Most Friendly in Senior Living," based on reviews averaging 4.5 stars or more.

9. Competitive Analysis

Major Competitors

Rhoda Goldman Plaza operates in a competitive San Francisco senior living market. Key competitors offering assisted living and memory care services include:

• Ivy Park at Cathedral Hill: Located at 1550 Sutter St, San Francisco, CA 94109.

• Coterie Cathedral Hill:

• Company Overview: Situated at 1001 Van Ness Ave, San Francisco, CA 94109.

• Focus Areas: Offers luxury senior living with modern interiors and a focus on style and wellness.

• Competitive Positioning: Positions itself as a high-end option for seniors seeking a contemporary and amenity-rich environment. Monthly costs start at over $9,600.

• Sagebrook Senior Living at San Francisco:

• Company Overview: Located at 2750 Geary Blvd, San Francisco, CA 94118.

• Focus Areas: Emphasizes health and wellness programs with over three decades of experience.

• Competitive Positioning: Offers a strong focus on wellness and long-standing experience in the senior care industry. Monthly costs start at over $5,895.

• Buena Vista Manor House:

• Company Overview: Found at 399 Buena Vista E, San Francisco, CA 94117.

• Competitive Positioning: Offers assisted living with monthly costs starting from $3,000+.

• The Sequoias San Francisco:

• Company Overview: A Continuing Care Retirement Community (CCRC) located at 1400 Geary Blvd, San Francisco, CA 94109.

• Focus Areas: Offers a comprehensive range of care including independent living, assisted living, and skilled nursing.

• Competitive Positioning: Provides a full continuum of care, allowing residents to age in place. Monthly costs start at over $5,102.

• Cypress at Golden Gate: Offers assisted living, independent living, and memory care, with pet-friendly residences and personalized care.

• Kokoro Assisted Living: Provides assisted living in San Francisco's Japantown, featuring an outdoor courtyard, library, and 24-hour staffing.

• San Francisco Towers: Offers assisted living with amenities like weekly housekeeping and bay views.

• The Village at Hayes Valley: Provides assisted living, medication management, and scheduled transportation with 24-hour staff.

• Victorian Manor: Offers assisted living and short-term respite care, with scheduled activities and fitness programs.

10. Market Analysis

Market Overview

The San Francisco senior living market is characterized by a strong demand for high-quality assisted living and memory care. The total addressable market includes older adults in the Bay Area seeking premium senior living options. The average cost of memory care in San Francisco is $6,575 per month, which is higher than the state average, indicating a market willing to pay for superior services. Facilities like Rhoda Goldman Plaza, with an average memory care cost of $10,100 per month, cater to a premium segment.

Growth Potential

The market shows growth potential due to an aging population and increasing demand for specialized senior care, particularly those offering comprehensive services and the option to "age in place."

Key Market Trends

Key market trends include a strong emphasis on personalized care, a wide range of engaging activities, and comprehensive health services. There is a growing preference for facilities that integrate technology for resident safety and communication. The presence of both for-profit and non-profit organizations creates a diverse market offering.

Market challenges and opportunities

Challenges include the high cost of living in San Francisco impacting operational expenses and affordability for some. Opportunities exist in differentiating through unique value propositions like non-profit status, high staff ratios, cultural specialization, and strategic partnerships that enhance resident experience. The proximity to major medical centers like UCSF Medical Center at Mount Zion and Kaiser Fnd Hosp - San Francisco supports the healthcare infrastructure for senior living communities.

11. Strategic Partnerships

• Partner Organization: Jewish Family & Children's Services (JFCS) of San Francisco, Peninsula, Marin & Sonoma Counties.

• Nature of Partnership: Rhoda Goldman Plaza operates as a division of JFCS. This brings a deep, integrated relationship leveraging JFCS's 175-year legacy of service.

• Strategic Benefits: Access to a broad range of JFCS services for residents and families, including volunteer social visits, grief and mental health counseling, intergenerational activities, and visits with a JFCS rabbi. JFCS's "Seniors At Home" program provides additional home care and care management support. This provides an unparalleled continuum of care and supplementary social services.

• Collaborative Achievements: Co-founded Rhoda Goldman Plaza and continues to provide foundational support, enabling comprehensive resident well-being.

• Partner Organization: The Fromm Institute.

• Nature of Partnership: Exclusive educational partnership.

• Strategic Benefits: Offers an engaging curriculum for lifelong learning to Rhoda Goldman Plaza residents.

• Collaborative Achievements: Enhances the community's focus on cultural enrichment and educational opportunities, providing unique intellectual engagement for residents.

12. Operational Insights

Rhoda Goldman Plaza's non-profit status is a significant operational strength, allowing profits to be reinvested into services, infrastructure, staffing, and modest fee increases, rather than distributed to shareholders. This enables them to maintain an industry-leading staff-to-resident ratio (nearly 1:1) and generous employee benefits, fostering exceptional staff tenure and loyalty, which translates into consistent and personalized resident care.

Their "boutique" approach to care and cleaning services creates a distinctive, personalized ambiance within a sophisticated setting. The community's provision of chef-prepared, kosher cuisine, adaptable to various dietary needs, is a notable competitive advantage catering to specific cultural and health requirements.

The prime location in San Francisco's Lower Pacific Heights neighborhood boasts high walk and transit scores, offering residents easy access to urban amenities. Furthermore, the deep integration with Jewish Family & Children's Services provides an extensive continuum of care and a wide array of support services not typically found in standalone facilities. Continuous investment in modern technologies like the CarePredict system enhances resident safety and communication, further strengthening their operational capabilities.

13. Future Outlook

Strategic Roadmap

Rhoda Goldman Plaza's strategic roadmap focuses on continuously enhancing its "Living Well With Assistance" program to ensure vibrant living standards for its residents.

Growth strategies

Growth strategies include further developing and refining its comprehensive care options, especially within memory care at "The Terrace," by continuing to foster personalized and evidence-based approaches to cognitive support. The organization is positioned to serve a diverse population while maintaining its distinct identity rooted in Jewish values and welcoming all faiths.

Expansion opportunities

Expansion opportunities lie in further investment in its physically sound and well-maintained facility through continuous capital improvements to ensure a high-quality living environment. Continued integration of resident-focused technology, such as the CarePredict system, will address evolving resident needs for safety, communication, and personalized care.

Future challenges and mitigation strategies

Challenges may include the high cost of operations in the San Francisco Bay Area and managing potential fluctuations in demand. Mitigation involves sustained emphasis on maintaining its non-profit advantage, high staff retention, and continuing to differentiate through exceptional care and unique partnerships. The close integration with JFCS and educational collaborations like the Fromm Institute suggest a continued focus on holistic well-being, including intellectual and social engagement, as a key differentiator and area for future program development. The sustained commitment to staff development and retention also supports long-term growth and consistent delivery of high-quality care.