Williamsburg Landing

What Williamsburg Landing does

Williamsburg Landing is a not-for-profit Life Plan Community (formerly Continuing Care Retirement Community) founded in 1985 and located on a 153-acre wooded campus in Williamsburg, Virginia, within America's Historic Triangle. The community provides a full continuum of care for residents aged 62 and older, organized across eight distinct independent living neighborhoods (offering homes and apartments ranging from 645 to over 2,650 square feet) and an integrated healthcare component that includes assisted living, memory support (Cove Crest), Namaste dementia care, an adult day center, short-term rehabilitation, long-term skilled nursing, and an on-site medical clinic. Supporting amenities include the 25,000-square-foot Doig Health Club & Spa (a three-time ICAA Beacon Award recipient), multiple dining venues, a 300-seat theater, and an accredited arboretum with walking trails.

The business model combines one-time refundable entrance fees with ongoing monthly service fees, with optional fee-for-service agreements available for direct healthcare admissions. Entrance fee contracts bundle guaranteed access to higher levels of care plus 10 free days per year of rehabilitation or respite care, creating a high-retention, high-switching-cost structure. Sales are conducted direct-to-consumer through an on-site sales team handling inquiries, campus tours, and admissions across multiple phone lines. The community markets itself via website content, third-party certifications (WeCare Connect, CARF-CCAC, AVP Seal, Virginia Living Magazine), and educational resource guides targeting seniors and adult children of prospective residents.

The company is expanding capacity through Anchor Cove, a new 15-acre development adding 27 Terrace Homes, 12 Villa Apartments, and a 23,000-square-foot Community Center, funded by a $76.91 million Series 2024 Bond issuance arranged by Ziegler, following a $71.33 million 2021 financing that marked the community's first public market operation since 2005. Williamsburg Landing is led by President and CEO Jan E. Bigelow and supported by a Senior Living Foundation for charitable giving. It is among only 15% of U.S. Life Plan Communities with CARF-CCAC accreditation and is the first retirement community in Virginia with Level 1 Arboretum Accreditation.

Name

Williamsburg Landing

Legal name

Williamsburg Landing, Inc.

Website

https://williamsburglanding.org

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

101–250 employees

Short description

Williamsburg Landing is a not-for-profit Life Plan Community in Williamsburg, Virginia offering independent living, assisted living, memory support, rehabilitation, and skilled nursing on a 153-acre campus for residents aged 62 and older.

Ownership category

akta.pro rank

Product category

Senior Living Services

NAICS

Continuing Care Retirement Communities (623311)

SIC

Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Market-Rate Independent Living (Private Pay) Communities (HLADAAAA)

akta.pro secondary industry

Large Campus / Multi-Building Assisted Living Communities (HLADABAG)

Keywords

• Senior living services
• Independent living residences
• Assisted living care
• Memory care support
• Skilled nursing care

Headquarters

HQ city

Williamsburg

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales

Revenue model

1. Entrance Fees: Residents pay a refundable entrance fee upon admission, which provides access to the Life Plan Community and guaranteed access to higher levels of care. Some plans include free days of rehabilitation or respite care.
2. Monthly Service Fees: Ongoing monthly fees cover the continuum of care services, amenities, dining, housekeeping, maintenance, and access to healthcare facilities. Fee structures vary between refundable entrance fee plans and fee-for-service agreements.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Williamsburg Landing operates as a not-for-profit Life Plan Community on a 153-acre campus in Williamsburg, Virginia, selling independent living residences (homes and apartments across eight neighborhoods) bundled with guaranteed access to a full on-site continuum of healthcare including assisted living, memory support, short-term rehabilitation, skilled nursing, and adult day services. Residency is financed primarily through refundable entrance fees plus recurring monthly service fees, with a fee-for-service alternative available for healthcare-only access. The community was founded in 1985, is CARF-CCAC accredited, and serves seniors aged 62 and older.

Product overview

Williamsburg Landing is a CARF-accredited Life Plan Community (Continuing Care Retirement Community) offering a comprehensive continuum of care for seniors 62 and older. The community operates eight distinct neighborhoods for Independent Living (offering homes and apartments ranging from 645 to 2,650+ sq. ft.), combined with on-site Health Services including Assisted Living, Memory Support (Cove Crest), Namaste dementia care, Adult Day Center, Short-Term Rehabilitation, and Long-Term Nursing Care. Key amenities include the Doig Health Club & Spa (25,000 sq. ft. wellness facility), multiple dining venues, a 300-seat theater, and an accredited arboretum on 153 wooded acres. The Anchor Cove expansion adds 39 new residences with a community center. All services are unified under a not-for-profit organization established in 1985, providing guaranteed access to higher levels of care with financial protection.

Differentiator

Problem solved

Functional benefit

Brands

• Anchor Cove: New independent living expansion featuring Terrace Homes and Villa Apartments, with a 23,000-square-foot Community Center and 300-seat performance theater.
• Cove Crest Memory Support
• Namaste Care Community
• William A. Doig Health Club & Spa
• Williamsburg Landing Senior Living Foundation

Products and services

• Independent Living
• Assisted Living
• Memory Support (Cove Crest)
• Namaste Care Program
• Adult Day Center
• Short-Term Rehabilitation
• Long-Term Nursing Care
• On-Site Medical Clinic
• Doig Health Club & Spa
• Dining Services
• Anchor Cove Independent Living Residences

Quantifiable outcome

• Residents with refundable entrance fees receive 10 free days per year of rehabilitation or respite care in the Health and Rehab Center

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and supporting.

• Osher Lifelong Learning Institute (William & Mary)coreStrategic or Co-development PartnerResidents have access to Osher Lifelong Learning Institute classes through William & Mary, offering educational opportunities for seniors. The community is located near the College of William & Mary, enabling easy participation in university programs and events.
• WeCare ConnectsupportingGTM or Marketing PartnerWeCare Connect provides certification programs that recognize Williamsburg Landing as one of Senior Care's Best Places To Live 2025 and Best Places to Work 2025, enhancing the community's market positioning and credibility.
• International Council on Active Aging (ICAA)supportingOthersICAA is the awarding body for the Beacon Award, which Williamsburg Landing has won three times for excellence in wellness programming for seniors through the Doig Health Club & Spa.
• CARF InternationalcoreOthersCARF International is the nation's accrediting body for Life Plan Communities. Williamsburg Landing achieved CARF-CCAC accreditation, placing it among only 15% of accredited Life Plan Communities in the country.
• ArbNet Arboretum Accreditation Program and The Morton ArboretumsupportingOthersWilliamsburg Landing became the first retirement community in Virginia to receive Level 1 Arboretum Accreditation through the ArbNet program and The Morton Arboretum. The community is also a certified wildlife habitat by the National Wildlife Federation.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Rappahannock Westminster-Canterbury: Virginia-based not-for-profit Life Plan Community in Irvington, offering independent living, assisted living, memory support, and skilled nursing. Comparable mid-sized, single-campus CCRC competing in the same regional market.
• Goodwin House: Not-for-profit Life Plan Community operating campuses in Alexandria and Falls Church, Virginia, with full continuum-of-care services and Life Plan financial structures. Closely comparable to Williamsburg Landing as a Virginia LPC competitor.
• Westminster Canterbury of Richmond: Virginia-based not-for-profit Life Plan Community offering the full continuum of independent living, assisted living, memory care, and skilled nursing on a single campus. Highly comparable to Williamsburg Landing by mission, structure, and product offering.

Regional players

• National Lutheran Communities & Services: Virginia-headquartered not-for-profit operator of Life Plan Communities, including The Village at Orchard Ridge and others. Comparable mission, structure, and Virginia regional footprint to Williamsburg Landing.
• Riverside Lifelong Health: Virginia-based regional health system with senior living and continuing care retirement community offerings. Comparable Virginia regional presence and continuum-of-care positioning, though Riverside operates as an integrated health system.

Broad incumbents

• Brookdale Senior Living: Largest U.S. senior living operator (publicly traded) offering independent living, assisted living, and memory care nationwide. Comparable in service categories, though Brookdale's portfolio is rental-based rather than CCRC entrance-fee.
• Sunrise Senior Living: Large national operator focused on assisted living and memory care. Overlaps with Williamsburg Landing's assisted living and memory care (Cove Crest / Namaste) offerings, though Sunrise lacks the CCRC independent living entry point.
• Life Care Services: Nation's largest manager of senior living communities, including CCRC/Life Plan Communities. Comparable business model and operating structure to Williamsburg Landing, though LCS manages third-party communities at scale.
• Atria Senior Living: Major national senior living operator offering independent living, assisted living, and memory care. Comparable in continuum-of-care services, though structured as a rental operator rather than an entrance-fee CCRC.
• Erickson Senior Living: Largest U.S. operator of Continuing Care Retirement Communities with multiple large campuses. Comparable as a broad-incumbent CCRC operator with similar entrance-fee and continuum-of-care business model, though at significantly greater scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wmsbg_landing

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Williamsburg Landing