VIVA Retirement Communities - Comprehensive Analysis Report

Summary

VIVA Retirement Communities operates as a prominent Canadian provider of senior living accommodations and services across Ontario, specifically in the Greater Toronto Area and Ottawa. The company's core mission is to "Make Today Great," emphasizing people-centric operations and fostering vibrant communities where residents can thrive. VIVA aims to redefine aging gracefully by prioritizing independence, social connection, and personal growth for its residents. The company offers a range of living options, including independent living, assisted living, and respite stays, establishing itself as a key player in the rapidly growing Canadian senior living market.

1. Strategic Focus & Objectives

Core Objectives

VIVA Retirement Communities' main business objectives are centered on delivering a comprehensive senior living experience that surpasses basic accommodation. They aim to create dynamic, community-oriented environments with a strong emphasis on the holistic well-being of residents, addressing physical, mental, emotional, social, and spiritual dimensions.

Key objectives include:

Fostering Social Connection: Actively combating isolation by providing regular events, group activities, and inviting common spaces to encourage new friendships.

Providing Convenient Services: Alleviating daily burdens through services such as housekeeping, transportation for errands and appointments, and chef-prepared meals.

Promoting Health and Wellness: Offering programs and activities designed to keep residents physically, mentally, and emotionally engaged, including fitness centers, wellness spas, and personalized wellness coaching via programs like "V!VAfit."

Encouraging Lifelong Learning and Growth: Supporting residents in pursuing passions and acquiring new skills through various classes, workshops, and educational programs.

Ensuring Safety and Peace of Mind: Maintaining secure, well-maintained environments equipped with emergency call systems and 24/7 staffing support.

Specialization Areas

VIVA Retirement Communities specializes in independent living and assisted living, with some communities also offering memory care and respite stays. Their unique value proposition lies in creating an engaging and supportive environment that caters to all aspects of senior well-being. This includes integrating resort-style amenities and robust programming focused on cognitive, social, and physical engagement, guided by their "Happier Here™" philosophy and "Orange Dot Values."

Target Markets

VIVA Retirement Communities primarily targets senior citizens seeking accommodations and services in the Greater Toronto Area and Ottawa, Ontario, Canada. Their market positioning strategy is focused on providing a high-quality, community-oriented lifestyle that
promotes independence, engagement, and holistic well-being for seniors and peace of mind for their families. They operate communities in various locations, including Barrhaven, Leaside, Mississauga, Oakville, Pickering, Thornhill, Whitby, Ancaster, and Carleton Place.

2. Product Pipeline

Key Products/Services

VIVA Retirement Communities offers a range of senior living options and associated services across its communities.

Independent Living:

Description: Designed for seniors who can live autonomously but desire a supportive, engaging community environment with access to amenities and services.

Development Stage: Currently offered across multiple established communities.

Target Market/Condition: Active seniors seeking a worry-free lifestyle, social opportunities, and convenient services.

Key Features and Benefits: Chef-prepared meals, housekeeping, transportation, extensive social calendars, fitness centers, various clubs and activities, emergency call systems, and secure environments. Suites are typically well-appointed with kitchenettes.

Assisted Living:

Description: Provides personalized care and support for residents who require assistance with daily living activities such as bathing, dressing, medication management, and mobility.

Development Stage: Offered in various established communities, with ongoing development and expansion in projects like VIVA Leaside.

Target Market/Condition: Seniors needing moderate daily support while maintaining as much independence as possible.

Key Features and Benefits: Professional nursing and care staff, individualized care plans, 24/7 supervision, emergency call systems, all services of independent living, and specialized programming.

Memory Care:

Description: Specialized programs and secure environments for residents living with Alzheimer's disease or other forms of dementia.

Development Stage: Offered in select communities. This segment is projected for growth within the broader market.

Target Market/Condition: Seniors with cognitive impairments requiring a structured, supportive, and secure setting.

Key Features and Benefits: Specialized staff training, cognitive enrichment activities (e.g., LEGACY Brain Health program, Laughter & Learning), secure communal areas, personalized care, and a focus on maintaining dignity and quality of life.

Respite Stays:

Description: Short-term accommodations and services for seniors, often used for post-hospital recovery, parental travel, or as a trial period before permanent residency.

Development Stage: Available in some communities.

Target Market/Condition: Seniors needing temporary care and support, and families requiring temporary relief.

Key Features and Benefits: Access to all community amenities and services for the duration of the stay, personalized care as needed, and a safe, comfortable environment.

Redevelopment of VIVA Leaside: This significant project involves creating two seniors' rental retirement buildings (7-story and 8-story) totaling 253 units (73 assisted and 180 independent). The new facility will integrate an existing heritage facade and include modern amenities such as a dining room, full production kitchen, wellness spa, pool, salon, coffee shop, and games room, showcasing a commitment to enhancing and expanding offerings.

3. Technology & Innovation

Technology Stack

VIVA Retirement Communities integrates amenities and programs designed to enhance resident experience and well-being. While specific proprietary technological platforms or AI-driven capabilities for senior care are not explicitly detailed, the company leverages a range of modern facilities and programs for resident engagement and safety.

Core Platforms and Technologies:

Resident Engagement Facilities: Golf simulators, wellness spas, fitness centers, pubs, cafes, and theatres are integrated across communities to provide lifestyle amenities.

Safety and Security Systems: Suites are equipped with emergency call button systems, private bathrooms with sit-in showers and safety bars, and 24/7 staff support.

Environmental Controls: Personal control of heating and air conditioning in suites.

Culinary Technology: Full production kitchens for chef-prepared "VIVAlicious" meals, featuring initiatives like "Ocean Wise™ sustainable seafood" at certain locations.

Proprietary Developments:

V!VAfit Program: A personalized wellness coaching program designed to keep residents physically active and engaged.

LEGACY Brain Health program: A program aimed at supporting cognitive health and engagement for residents.

VIVA Values Seniors' Mental Health program: Demonstrates an emphasis on holistic well-being and mental health support.

"Happier Here™" and "Orange Dot Values": These are central philosophies and cultural frameworks that guide the company's approach to resident and employee experience.

Technical Capabilities: The company demonstrates strong capabilities in facility management, program development for seniors' well-being, and integrating hotel-like amenities within a care setting.

4. Leadership & Management

Executive Team

The leadership team at VIVA Retirement Communities is central to its operations and strategic growth.

Eli Marder

Position: Chief Executive Officer

Professional Background: Served as President of VIVA Retirement Communities since 2012 before his promotion.

Notable Achievements: Guided the company through stable growth and contributed expertise in seniors housing, construction, development, and investor relations.

Key Contributions: Oversees the overarching strategic direction and performance of the company.

Danny Joseph

Position: President

Professional Background: Member of VIVA's leadership team since 2008, previously serving as Director of Marketing & Sales.

Notable Achievements: Instrumental in developing the company's culture, building its brand, driving revenues, and expanding its presence to 10 locations.

Key Contributions: Responsible for daily operations, revenue generation, and brand development.

Michelle Chisholm

Position: Vice President, Community Experience

Professional Background: Leadership team member since 2010, previously Director of Operations. Her background is in hospitality and customer service.

Notable Achievements: Provided hands-on support to operational communities, managed new location openings, and led the company's pandemic response.

Key Contributions: Ensures high-quality resident experience and operational excellence across communities.

Monica Dashwood

Position: Vice President, Real Estate Acquisitions & Development

Professional Background: Joined the leadership team in 2008 as Director of Development.

Notable Achievements: Led the company's expansion into new markets and established VIVA as a prominent developer in Ontario.

Key Contributions: Drives growth through the acquisition and development of new properties.

Kimberly Easthope

Position: Vice President, People & Engagement

Professional Background: Joined the leadership team in 2018 as Director of Human Resources.

Notable Achievements: Significantly contributed to supporting team members and leading employee engagement efforts, enhancing VIVA's reputation as an employer of choice.

Key Contributions: Focuses on human resources strategy, talent management, and fostering a positive work culture.

David Martin

Position: VP, Finance

Recent Leadership Changes

On October 26, 2021, VIVA Retirement Communities announced several key promotions effective November 1, 2021, to support the company's growth and enhance service capabilities while upholding its "Orange Dot Values."

Eli Marder was promoted from President to Chief Executive Officer.

Danny Joseph moved from Director of Marketing & Sales to President.

Michelle Chisholm advanced from Director of Operations to Vice President, Community Experience.

Monica Dashwood was promoted from Director of Development to Vice President, Real Estate Acquisitions & Development.

Kimberly Easthope was named Vice President, People & Engagement, moving up from Director of Human Resources.

These changes reflect a strategic restructuring to strengthen the executive team and align leadership roles with the company's growth trajectory and commitment to its core values.

5. Talent and Growth Indicators

Hiring Trends and Workforce

As of January 2026, VIVA Retirement Communities demonstrates active and widespread hiring across its various locations in Ontario, including Ancaster, Carleton Place, Oakville, Pickering, Thornhill Woods, and its Home Office in Toronto.

Current Hiring Patterns and Open Positions: The company has a significant number of open positions, with 28 active job postings. Recruitment is broad, encompassing both community-level operational roles and administrative positions.

Key Roles Being Recruited:

Care and Wellness: Nurse RPN (Registered Practical Nurse), Personal Support Worker (PSW), Wellness Nurse Manager, Lifestyles Assistant, Lifestyles Manager.

Culinary Services: Cook, Server, Dishwasher, Dining Room | Culinary Services Manager.

Operations and Support: Housekeeper, Maintenance Assistant, Concierge, Bus Driver, Welcome Coordinator, Part-Time Operations Administrative Assistant.

Management: Regional Wellness Manager.

Company Growth Trajectory Indicators: The consistent and diverse hiring across multiple locations, including regional managerial roles, indicates ongoing operational expansion and a commitment to staffing its growing portfolio of communities. Having expanded to 10 locations and with significant redevelopment projects like VIVA Leaside underway, the company shows a positive growth trajectory. This sustained recruitment supports its expanding physical presence and service delivery capabilities.

Employee Sentiment and Culture Insights: Employee reviews on platforms like Indeed vary, with feedback observed across different locations and roles. Some reviews highlight positive aspects such as good food, a family-like atmosphere among staff in certain locations, and dedicated care. The company's mission to "Make Today Great!" for both residents and team members reflects an internal focus on building a strong, supportive work culture.

Company Size and Expansion Metrics: VIVA Retirement Communities is estimated to have an employee count between 201-500. The continuous recruitment and expansion of its physical footprint contribute to a positive growth trajectory within the Canadian senior living market.

6. Social Media Presence and Engagement

Digital Footprint

VIVA Retirement Communities maintains an active digital footprint, strategically utilizing social media platforms to engage with its audience and reinforce its brand identity.

Social Media Activity Across Platforms:

YouTube: The company actively uses its YouTube channel to promote its senior living programs, showcase opportunities for engagement and connection, and highlight the diverse range of activities available within its communities. Videos frequently feature vibrant community life.

Facebook: Facebook is prominently linked on several individual community pages on the VIVA website. This indicates its use for localized engagement, sharing community-specific updates, event announcements, and interacting with residents' families and the broader public.

Brand Messaging and Positioning: VIVA's messaging consistently emphasizes a vibrant, independent, and community-oriented lifestyle for seniors. They utilize hashtags like #happierhere, #seniorliving, and #retirementcommunity to enhance visibility and reinforce their core brand message. The brand promises a "happier here" experience, promoting an active, independent, and supportive lifestyle.

Community Engagement Strategies: Through platforms like Facebook, VIVA facilitates direct interaction with local communities, providing updates and fostering a sense of connection. Their content showcases community events, wellness initiatives (e.g., "V!VAfit"), and the quality of their dining experiences ("VIVAlicious").

Thought Leadership Initiatives: While not explicitly stated as "thought leadership," the content on their platforms, particularly YouTube, promotes their philosophy on senior well-being and active aging, positioning them as an expert in creating fulfilling retirement experiences.

Notable Campaigns or Content: The consistent use of "Happier Here™" as a tagline and the promotion of programs like "V!VAfit" and "LEGACY Brain Health program" form a cohesive content strategy across their digital channels.