128 Business View - March 2015
database. It has 2,700 data points that participants
are providing information on, including their rent rolls
and financial statement. So, the data that we are col-
lecting is on occupancy, it is on market rates, it’s on
wages and benefits, food costs, all different costs as-
sociated with the service lines, new construction, mar-
keting expenses, marketing closure rates, turnover –
it’s really quite astonishing the amount of information
we are collecting. And, we published a report just at
Christmas time that has data from 176 homes from
our pilot project. There’s been nothing like it ever seen
before in Canada, so again, we’re very excited about
that as well.
BUSINESS VIEW: You mentioned 93 percent of the
market out there – I imagine a wide range of mem-
bers. Is there one particular type of member? Size of
member, however you bracket them up - that you’re
seeing the most of and what are they most often
looking for from you? Why are they joining?
JOHNSTON:
Our membership is unbelievably diverse,
because under the regulations, a retirement home
can be as small as six people, and so, our smallest
member has nine residents and then we’re up to over
300 in some of our larger homes. And, so it’s a very
diverse membership. A third are small operators, two
thirds belongs to medium and large sized chains. We
also have homes that are specifically religiously or cul-
turally based. We have for profit and not for profit, but
it is all private sector. So, it’s very interesting and a
challenge for us to make sure we are representing ev-
eryone. We have positions on our board and commit-
tee that are specifically geared to the small operator
to make sure we never lose their voice. So, everything
we do is adaptable and it doesn’t matter how big you
are, or how small – you can take one of our policies or
procedures and adapt it regardless. We also, in terms
of what our members are looking for when they join
the association, we’re very active in our lobbying, and
so we provide a voice for all of our members in terms
of negotiating with government, which now that we are
on their radar screen significantly, this has become an
extremely important focus of the association to ensure
that we’re part of the discussion and not chasing it,
which has been typical of the past.
BUSINESS VIEW: If you have such a large share of
the market of homes that could potentially be mem-
bers, are there any other groups that are looking for
the same people? Are a lot of your homes members
of other associations as well? Or are you considered
pretty much the voice for what they’re looking for?
JOHNSTON:
We are the voice, especially with the im-
mediate rise in our membership over the past four
years in representation of the sector. We are undeni-
ably the voice of the sector.
BUSINESS VIEW: Is the lobbying your primary focus
HEALTHCARE
