Sunrise to Celebrate Senior Care During National Assisted Living Week


Friday, September 5, 2003 8:08 am EDT



Public Company Information:

"Our commitment to resident-centered service sustains Sunrise's growth and allows us to continue to champion quality of life for all seniors."

In preparation for its National Assisted Living Week (Sept. 7-13, 2003) celebration, Sunrise Senior Living (NYSE: SRZ) announced today the recent expansion of "At Home" Assisted Living, Sunrise's home-based assisted living program and a new partnership with a local hospice provider to offer 24-hour hospice care and education to Sunrise communities in Washington, DC and Northern Virginia. Also, Sunrise communities across the country will be commemorating National Assisted Living Week with special activities and events.

"Over 20 years ago Sunrise began pioneering a fresh approach to eldercare with a senior living model which provides a wide array of personalized services in carefully designed, elegant residential environments," said Paul Klaassen, founder, chairman and CEO of Sunrise Senior Living. "The popularity of Sunrise's resident-centered approach to senior living has fueled the company's dramatic growth. In order to offer seniors and their families even more flexibility and choice, Sunrise has expanded its services over the years to include 'At Home' assisted living and also hospice, delivered in partnership with many of the nation's premier hospice providers."

Sunrise recently expanded Sunrise "At Home" Assisted Living services into the Atlanta metropolitan area. Already providing home-based senior care services to the Washington, DC, Boston, Long Island and Philadelphia areas, Sunrise "At Home" Assisted Living offers seniors a personalized program of home care and homemaker services, as well as, medication assistance and Lifeline™ by Sunrise, a reliable 24-hour emergency response service all in a senior's own home. This innovative program is ideal for a senior that needs some help, but does not need to move from their own home.

In addition, Sunrise has selected The Hospices of the National Capital Region, one of the oldest and most experienced hospices in the country, as a preferred local provider of hospice care for Sunrise communities in Washington, DC and Northern Virginia. The Hospices' professionals are available to provide holistic end-of-life services, including pain-management, psychosocial and spiritual support, to residents and their families. The Hospices will also offer education and support services such as grief counseling to residents, family members and Sunrise team members. This agreement is the most recent addition to a network of preferred providers with which Sunrise partners to have end-of-life care and education delivered to its communities.

"The key to customer happiness and our success is to provide seniors with choices and services that address what they want and need," said Klaassen. "Our commitment to resident-centered service sustains Sunrise's growth and allows us to continue to champion quality of life for all seniors."

Sunrise's brands which include Sunrise Assisted Living communities, Brighton Gardens and various independent full service communities will be hosting events and activities all week long focused on promoting intergenerational bonds between seniors and the surrounding community while educating consumers about the lifestyle and care options seniors can choose from today. Events and activities include Grandparents Day brunches on September 7, 2003, talent shows, outdoor barbeques, charity events, special entertainers and celebrations honoring local police, firemen, and emergency medical technicians. For more information about events or activities at a specific community, please find and contact your local Sunrise community on our website at

Sunrise Senior Living is the nation's largest provider of senior living services. The McLean, Va.-based Company, which employs more than 30,000 people, has over 360 senior living communities either open or under construction in the United States, United Kingdom and Canada with a combined resident capacity of more than 40,000. Sunrise communities offer a full range of personalized senior living services, from independent living, to assisted living, to care for individuals with Alzheimer's and other forms of memory loss and nursing and rehabilitative care. Sunrise's senior living services are delivered by staff trained to encourage the independence, preserve the dignity, enable freedom of choice and protect the privacy of residents. To learn more about Sunrise please visit

Certain matters discussed in this press release may be forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. Although Sunrise believes the expectations reflected in such forward- looking statements are based on reasonable assumptions, there can be no assurance that its expectations will be realized. Risks that could cause actual results to differ materially from Sunrise expectations are detailed in the Company's reports filed with the Securities and Exchange Commission. The Company assumes no obligation to update forward-looking statements that become untrue because of subsequent events.

Web site:


Jamison Gosselin
External Communications Manager, of Sunrise Senior Living

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