Carroll Lutheran Village

What Carroll Lutheran Village does

Carroll Lutheran Village is a non-profit, faith-based Life Plan Community (Continuing Care Retirement Community) operating on a 100-acre campus at 300 St. Luke Circle in Westminster, Maryland. Founded in 1980 and managed under Lutheran Social Ministries of Maryland (LSMMD), the community provides a full continuum of senior living and care options, including independent living (24 distinct floor plans spanning 374 sq. ft. studios to 2,114 sq. ft. single-family homes), Diven House assisted living, memory care using the MyStory evidence-based approach, long-term skilled nursing, short-term respite and recovery stays, and an accredited on-site Health and Rehabilitation Center. The community serves more than 600 residents with a team of approximately 300 and has held Carroll's Best recognition for retirement community, assisted living, and nursing home categories for 12 consecutive years.

The business model is a hybrid of large upfront entrance fees and recurring monthly service fees, supplemented by per-resident healthcare charges and philanthropic donations. Entrance fees range from approximately $98,804 for studios to $614,071 for premium single-family homes, with monthly service fees of $1,804 to $5,306 depending on residence type and size. Additional revenue is generated from assisted living, memory care, long-term care, and rehabilitation services billed based on level of care, plus charitable contributions supporting the Ministry of Caring Endowment Fund and Benevolent Care Fund. Pricing requires personal consultation and contracts, which are partially refundable depending on type, creating predictable recurring revenue and substantial deferred revenue from entrance fees.

Go-to-market is primarily sales-led: senior living counselors conduct personalized tours and one-on-one consultations, supported by website inquiry forms, scheduled tours, social media presence across Facebook, LinkedIn, Instagram, and YouTube, on-site community events, and a bottom-of-funnel healthcare provider referral channel targeting hospitals and discharge planners for short-term rehab and skilled nursing placements. The technology stack is largely third-party - Uniguest for community engagement content and streaming, LifeLoop for memory care family connection, Obie for cognitive stimulation, emergency alert systems and pullcords for safety, and 3D virtual tour tools for remote prospect engagement - rather than proprietary systems. Marketing emphasizes the aging-in-place value proposition, faith-based culture, on-campus amenities (multiple dining venues including Zest farm-to-table, indoor pool, Heuer Art Studio, woodshop, recreation courts), and intergenerational partnerships with McDaniel College, Carroll Community College, and Carroll County Public Library.

Name

Carroll Lutheran Village

Legal name

Carroll Lutheran Village, Inc.

Website

https://clvillage.org

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

101–250 employees

Short description

Carroll Lutheran Village is a non-profit, faith-based Life Plan Community in Westminster, Maryland offering independent living, assisted living, memory care, long-term skilled nursing, and rehabilitation services to more than 600 seniors across a 100-acre campus, operated under Lutheran Social Ministries of Maryland.

Ownership category

akta.pro rank

Product category

Senior Living Services

NAICS

Continuing Care Retirement Communities (623311), Assisted Living Facilities for the Elderly (623312), Nursing and Residential Care Facilities (623)

SIC

Services-Nursing & Personal Care Facilities (8050), Services-Skilled Nursing Care Facilities (8051)

akta.pro primary industry

Nonprofit / Faith-Based CCRCs (HLADAEAC)

akta.pro secondary industries

Large Campus / Multi-Building Assisted Living Communities (HLADABAG), Continuing Care Retirement Communities (CCRC) with Memory Care (HLADACAD), Specialty CCRCs (e.g., Memory-Care-Focused, Veteran-Focused) (HLADAEAK)

Keywords

• Senior living services
• Assisted living care
• Memory care services
• Continuing care retirement community
• Rehabilitation therapy services

Headquarters

HQ city

Westminster

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Entrance Fees: One-time entrance fees required for independent living residences, ranging from approximately $98,804 for studios to $614,071 for premium homes. These fees provide initial access to the community and are partially refundable depending on the contract type.
2. Monthly Service Fees: Ongoing monthly fees for independent living cover maintenance, amenities, restaurants, and access to community services. Fees range from approximately $1,804 to $5,306 depending on residence size and type.
3. Healthcare Services: Additional fees for assisted living, memory care, long-term care, and rehabilitation services based on level of care needed. Services include medication management, daily living assistance, therapy, and skilled nursing care.
4. Donations and Charitable Gifts: Charitable contributions from donors supporting the Ministry of Caring Endowment Fund and Benevolent Care Fund to support residents who have depleted financial resources.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Carroll Lutheran Village is a non-profit, faith-based Life Plan Community (Continuing Care Retirement Community) operating a 100-acre campus in Westminster, Maryland, serving more than 600 residents. The community provides a full continuum of senior care including independent living apartments and single-family homes, Diven House assisted living, memory care using the MyStory evidence-based approach, 24/7 long-term skilled nursing, short-term respite and recovery stays, and a fully accredited Health and Rehabilitation Center offering physical, occupational, and speech therapy.

Product overview

Carroll Lutheran Village is a non-profit, faith-based Life Plan Community (Continuing Care Retirement Community) offering a full continuum of senior living and care options. The community provides Independent Living residences (apartments and single-family homes), Diven House Assisted Living, Memory Care using the MyStory approach, Long-term Care, and Rehabilitation services through a fully accredited Health and Rehabilitation Center. Short-term stays (respite and recovery) are also available. The community supports approximately 600 residents on a 100-acre campus with extensive amenities including fitness center with indoor pool, multiple dining venues, creative spaces (art studio, woodshop, quilting room), recreational facilities, and transportation services. The community is managed by Lutheran Social Ministries of Maryland and has been serving Carroll County seniors since 1980.

Differentiator

Problem solved

Functional benefit

Brands

• Diven House: Assisted living facility at Carroll Lutheran Village offering personalized assistance with daily living activities including dressing, bathing, and medication management. Voted Carroll's Best Assisted Living for 13 consecutive years.
• Health and Rehabilitation Center
• Zest
• Bistro
• Village Café
• Avondale Place Dining Room
• Heuer Art Studio

Products and services

• Independent Living
• Diven House Assisted Living
• Memory Care (MyStory)
• Long-term Care 24/7 skilled nursing care providing a safe, nurturing environment for residents with complex health conditions requiring ongoing support. CMS 5-Star Rated facility.
• Health and Rehabilitation Center Fully accredited on-site health care center providing rehabilitation services including physical, occupational, and speech therapy for recovery from surgery, illness, or injury. Recognized by U.S. News & World Report for short-term rehabilitation excellence.
• Short-term Recovery Stay Temporary post-hospital or rehabilitation stay providing professional nursing care, therapy services, and comfortable accommodations for seniors recovering before returning home. For discharged patients and their families.
• Short-term Respite Stay Temporary stay option for caregivers needing a break, providing professional care, furnished suite, meals, activities, and safety alert pendant.

Quantifiable outcome

• Carroll's Best winner for 12 consecutive years across retirement community, assisted living, and nursing home categories
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

One partnership is on record.

• Lutheran Social Ministries of Maryland (LSMMD)coreOthersCarroll Lutheran Village is an LSMMD community. LSMMD provides strategic vision, management, and resources so the community's team can focus on caring for residents. LSMMD supports the community's continued growth and quality experience through organizational leadership and resources.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Erickson Senior Living: Erickson Senior Living operates a portfolio of large-scale continuing care retirement communities across the U.S., directly comparable to Carroll Lutheran Village's CCRC model, full continuum of care, and entrance fee + monthly fee pricing structure.
• Asbury Communities: Asbury Communities is a faith-based, non-profit operator of continuing care retirement communities across the Mid-Atlantic, with the same Life Plan Community structure, continuum of care, and faith-affiliated mission as Carroll Lutheran Village.
• Acts Retirement-Life Communities: Acts is one of the largest faith-based, non-profit CCRC operators in the U.S., with the same combination of independent living, assisted living, memory care, and skilled nursing delivered on large campuses — directly comparable business model and resident profile.
• National Lutheran Communities & Services: National Lutheran Communities & Services operates faith-based senior living communities including CCRCs across the Mid-Atlantic and Southeast, sharing Carroll Lutheran Village's Lutheran heritage, non-profit mission, and full continuum of care approach.
• SpiriTrust Lutheran: SpiriTrust Lutheran operates faith-based Life Plan Communities in Pennsylvania and Maryland with the same continuum of care, Lutheran affiliation, and non-profit structure, making it a direct functional peer despite its larger geographic footprint.

Broad incumbents

• Sunrise Senior Living: Sunrise Senior Living is one of the largest U.S. assisted living and memory care operators with multiple care levels. As a large incumbent offering overlapping services (assisted living, memory care, short-term stays), it competes for some of Carroll Lutheran Village's residents though it lacks the CCRC independent living entry point.
• Brookdale Senior Living: Brookdale is the largest U.S. senior living operator, offering independent living, assisted living, memory care, and skilled nursing at scale. It is a broad incumbent that competes for the same senior resident segment across multiple care categories.

Regional players

• Lorien Health Systems: Lorien Health Systems operates assisted living, rehabilitation, and skilled nursing communities across Maryland, directly overlapping Carroll Lutheran Village's regional service area and competing for short-term rehab and assisted living residents in the same mid-Atlantic market.
• Integrace Health: Integrace operates faith-affiliated, non-profit Life Plan Communities in Maryland, including Bayleigh Chase and Buckingham at Norwood, with overlapping assisted living, memory care, and rehabilitation services for Maryland seniors.
• Goodwin House Incorporated: Goodwin House operates faith-based Life Plan Communities in the greater Washington D.C. region offering a full continuum of care similar to Carroll Lutheran Village, serving the same Mid-Atlantic senior demographic with comparable mission-aligned positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/CarrollLutheranVilla
• Facebookfacebook.com/CarrollLutheranVillage
• LinkedInlinkedin.com/company/carroll-lutheran-village-inc
• Instagraminstagram.com/carrolllutheranvillage
• Xx.com/clvillagemd

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles22 records

Funding overview

Funding rounds

Investors

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 Carroll Lutheran Village