The Peaks

What The Peaks does

The Peaks, A Senior Living Community is a Flagstaff, Arizona-based nonprofit operator (legal entity: Northern Arizona Senior Living Community, L.L.C.) that has delivered a full continuum of senior care on a single campus since 2000. Operationally, it runs two adjacent facilities: a 140-unit senior living community covering bungalow living, independent living, assisted living, memory care (Pearls of Life® / Pearl Garden® using Montessori Inspired Lifestyle®), respite care, hospice, and a veterans program; and The Peaks Health & Rehabilitation, a Medicare-certified skilled nursing and rehabilitation center featuring physical, occupational, and speech therapy supported by SCIFIT, Chattanooga, and Tollos clinical equipment. The community is managed by The Goodman Group, a Minnesota-based firm with 60+ years of senior living experience, and operates in partnership with Northern Arizona Healthcare and the 501(c)(3) Intergenerational Living & Health Care organization.

The business model is subscription-based recurring monthly fees for residential services (independent, assisted, memory care, respite, hospice) layered with Medicare and managed-services billing for skilled nursing and rehabilitation. Pricing is quote-based and not publicly disclosed; services are sold through direct on-campus tours, healthcare provider referrals (Flagstaff Medical Center / Northern Arizona Healthcare), and community outreach targeting seniors and families in the Flagstaff/Northern Arizona region. Marketing leverages a multi-channel mix including the thepeaks.org website, virtual tours, Facebook, earned media, community events, and the Ages Entwined™ intergenerational programming partnership with Missoula Children's Theatre. GTM is sales-led and locally concentrated.

The Peaks has accumulated a dense set of quality credentials — six consecutive years (2019–2026) on the U.S. News & World Report Best Nursing Home list, three AHCA/NCAL Bronze National Quality Awards (2011, 2017, 2024), Montessori Inspired Lifestyle® Bronze credentialing (2021), and multiple regional Best of Business and Ranking Arizona recognitions — which collectively function as the primary differentiation versus local competitors. The organization is governed as a nonprofit with no disclosed institutional investors or funding rounds.

Name

The Peaks

Legal name

Northern Arizona Senior Living Community, L.L.C.

Website

https://thepeaks.org

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

The Peaks is a nonprofit, single-campus senior living community in Flagstaff, Arizona offering a full continuum of care — independent living, assisted living, memory care, skilled nursing, and rehabilitation — to 140 senior residents across Northern Arizona, managed by The Goodman Group.

Ownership category

akta.pro rank

Product category

Senior Living Services

NAICS

Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (6233), Services for the Elderly and Persons with Disabilities (624120), Nursing and Residential Care Facilities (623)

SIC

Services-Nursing & Personal Care Facilities (8050), Services-Social Services (8300)

akta.pro industry

PRIMARYHSABANAC

Memory Care Adult Day Programs (Dementia/Alzheimer’s)

Home & Personal Services/Elder Care & In-Home Care Services/Adult Day Care & Senior Day Programs

SECONDARYHSABANAK

Senior Social Clubs & Community-Based Day Programs (Non-Clinical)

Home & Personal Services/Elder Care & In-Home Care Services/Adult Day Care & Senior Day Programs

SECONDARYHLADAKAC

Adult Day Respite Programs (Daytime Relief)

Healthcare & Life Sciences/Elder Care & Long-Term Care/Respite Care Services (Short-Term Elder Care)

SECONDARYBPAGAEAF

Elder Services & Aging Support

Business & Public Services/Nonprofit, NGO & Social Services/Social Services & Community Support (Food, Housing, Family)

Keywords

• Senior living services
• Assisted living
• Memory care
• Skilled nursing
• Rehabilitation services

Headquarters

HQ city

Flagstaff

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Senior Living Residential Services: The Peaks generates revenue through monthly residential fees charged to seniors for various levels of living arrangements including bungalow living, independent living, assisted living, and memory care. Services are offered as á la carte, allowing residents to select个性化的 care levels.
2. Healthcare and Rehabilitation Services: The Peaks Health & Rehabilitation generates revenue through Medicare-certified skilled nursing and rehabilitation services, including short-term rehabilitation and long-term care, billed through standard healthcare payment models.
3. Respite Care: Short-term care services offered to seniors on a temporary basis, providing another revenue stream for the community.
4. Veterans Program: Specialized care program for veterans, likely utilizing VA benefits as a payment source.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

The Peaks is a nonprofit senior living community providing a full continuum of care on a single 140-unit campus in Flagstaff, Arizona. Offerings include bungalow living, independent living, assisted living, memory care (Pearl Garden®), rehabilitation, long-term care, respite care, hospice care, and a veterans program, delivered through à la carte monthly subscription services alongside an adjacent Medicare-certified skilled nursing and rehabilitation facility (The Peaks Health & Rehabilitation).

Product overview

The Peaks operates as a senior living community providing a full continuum of care through two main facilities: The Peaks, A Senior Living Community (a 140-unit independent living, assisted living, memory care, and respite care community) and The Peaks Health & Rehabilitation (an adjacent Medicare-certified skilled nursing and rehabilitation center). The community has served Flagstaff since 2000 and is managed by The Goodman Group. Services range from Bungalow Living and Independent Living for active seniors, through Assisted Living and Memory Care (Pearls of Life/Pearl Garden program using Montessori Inspired Lifestyle approach), to skilled Rehabilitation Services and Long-Term Care. Additional offerings include Respite Care, Hospice Care, and a Veterans Program. The Platinum Service program serves as the overarching service philosophy across all offerings, with Platinum Lifestyle providing enhanced lifestyle amenities. The Peaks Health & Rehabilitation provides physical, occupational, and speech therapy using state-of-the-art equipment including SCIFIT recumbent steppers, Tollos ceiling lifts, and Chattanooga e-stim/ultrasound systems.

Differentiator

Problem solved

Functional benefit

Products and services

• Bungalow Living Private bungalow homes offering maintenance-free senior living with convenient apartment-style options and à la carte services for active seniors.
• Independent Living 140-unit independent living option providing seniors with their own apartment homes while offering convenient access to à la carte services and community amenities.
• Assisted Living Assisted living services providing personalized care support for seniors who need help with daily activities while maintaining independence, delivered by a dedicated care team.
• Pearls of Life® Memory Care / Pearl Garden® Nationally recognized memory care program utilizing the Montessori Inspired Lifestyle® approach for residents with early and mid-stage dementia or Alzheimer's disease, focusing on individual strengths and meaningful activities within the purpose-built Pearl Garden® community.
• Rehabilitation Services Physical, occupational, and speech therapy services provided in a state-of-the-art facility featuring SCIFIT recumbent steppers, upper body machines, Tollos electric ceiling lifts, and Chattanooga e-stim/ultrasound systems.
• Long-Term Care Skilled nursing care for residents requiring ongoing medical supervision and daily care support at the Medicare-certified The Peaks Health & Rehabilitation.
• Respite Care Short-term care services providing temporary relief for primary caregivers while ensuring seniors receive quality care.
• Hospice Care End-of-life care services focused on comfort and quality of life for seniors and their families.
• Veterans Program Specialized support and services for military veterans as part of the senior living community offerings.

Quantifiable outcome

• 5-star overall rating from U.S. News & World Report (2014)
• +8 more outcomes

Named customers1 record

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature9 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Center for Applied Research in DementiacoreStrategic or Co-development Partner · 1 July 2021The Peaks was awarded Bronze Level designation as a Montessori Inspired Lifestyle® Credentialed Community from the Center for Applied Research in Dementia. The center, founded by Dr. Cameron Camp, developed the Montessori Inspired Lifestyle approach to dementia care implemented at The Peaks.
• Coconino Senior Living FoundationminorStrategic or Co-development Partner · 28 January 2020The Peaks donated over $5,000 in 2019 to support the Coconino Senior Living Foundation, a nonprofit charity helping low-income seniors since 1988. Donations provide medical alerts for those at risk for falls, glasses, reading materials, minor home maintenance, and other support services. The Peaks has donated monies and volunteered time for multiple years.
• Arizona Bioethics Network (ABN)minorGTM or Marketing Partner · 7 August 2018The Peaks hosted the Ethics in the Pines workshop presented by the Arizona Bioethics Network on opioid use and abuse. ABN is a community organization of healthcare and human service professionals dedicated to increasing knowledge of bioethical issues. The event featured expert speakers and patient stories.
• Quality ConnectionsminorStrategic or Co-development Partner · 16 May 2018The Peaks Health & Rehabilitation donated $5,000 to Quality Connections to support the Montessori-based Adult Day Program designed to help individuals with disabilities and disadvantages become more independent. Funds assisted in developing new Montessori instructional materials. Quality Connections provides support and employment services to individuals with disabilities in Arizona.
• Second Chance Center for AnimalsminorStrategic or Co-development Partner · 28 February 2017Second Chance Center for Animals provides Sasha, a rescue therapy dog, who visits The Peaks to support residents in physical therapy, visit their apartments, and bring joy to the community.
• Missoula Children's Theatre (MCT)coreStrategic or Co-development Partner · 20 May 2015The Peaks partners annually with Missoula Children's Theatre for multi-generational summer theatre camps (Ages Entwined™ program). Since 2015, the partnership has produced intergenerational plays including 'Aladdin' (2015), 'Sleeping Beauty' (2016), and 'Gulliver's Travels' (2017). Both seniors and school-age children participate as cast members. Proceeds from performances benefit NAU Road Scholar Program and Theatrikids Summer Scholarship Fund.
• The Goodman GroupcoreStrategic or Co-development PartnerThe Peaks is professionally managed by The Goodman Group, a Minnesota-based company with more than 60 years of experience developing and managing senior living and health care communities, residential communities, and commercial properties. The Goodman Group provides operational management, Platinum Service® training, brand standards, and leadership to The Peaks.
• Northern Arizona HealthcarecoreStrategic or Co-development PartnerThe Peaks operates in partnership with Northern Arizona Healthcare. This partnership provides the healthcare integration and clinical referral network that supports The Peaks' continuum of care, including connections to Flagstaff Medical Center and other regional healthcare services.
• Intergenerational Living & Health Care, Inc.coreStrategic or Co-development PartnerThe Peaks is part of Intergenerational Living & Health Care, a 501(c)(3) nonprofit organization. This nonprofit structure enables community support programs and charitable initiatives, including donations to the Coconino Senior Living Foundation.

Scale indicators9 records

Recent moves7 records

Expansion highlights4 records

Broad incumbents

• Brookdale Senior Living: Brookdale Senior Living is the largest U.S. senior living operator with hundreds of communities nationwide offering assisted living, memory care, independent living, and skilled nursing. It is a broad incumbent competing in many of the same Arizona markets as The Peaks, but at significantly larger scale and breadth.
• Sonida Senior Living: Sonida Senior Living (formerly Capital Senior Living) operates independent, assisted, and memory care senior living communities across the U.S. Comparable to The Peaks in care-level mix and private-pay model, but at broader geographic scale rather than a single-campus community.
• Sunrise Senior Living: Sunrise Senior Living is a national senior living operator with a strong memory care brand (Reminiscence) and assisted living footprint that includes Arizona communities. Comparable to The Peaks in memory care focus and assisted living, but at far greater national scale.
• Atria Senior Living: Atria Senior Living is a national senior living operator with a substantial assisted living and memory care portfolio across the U.S., including communities in Arizona. It competes with The Peaks on assisted living and memory care but does not offer on-site skilled nursing at all locations.
• Pegasus Senior Living: Pegasus Senior Living operates independent, assisted, and memory care senior living communities across multiple U.S. states. It is a multi-state incumbent with similar care-level breadth to The Peaks, though without the on-site Medicare-certified skilled nursing component.

Direct peers

• Westminster Village: Westminster Village is a nonprofit CCRC in Scottsdale, Arizona offering independent living, assisted living, memory care, and skilled nursing. Comparable to The Peaks as a nonprofit, single-campus Arizona CCRC with Medicare-certified rehabilitation.
• Vi at Silverstone: Vi at Silverstone is a luxury CCRC in Scottsdale, Arizona offering independent living, assisted living, memory care, and skilled nursing on one campus. Comparable to The Peaks in full continuum model and Arizona senior-living positioning, though at a higher-end price tier.
• The Forum at Tucson: The Forum at Tucson is a continuing care retirement community (CCRC) in Tucson, Arizona offering independent living, assisted living, memory care, skilled nursing, and rehabilitation on a single campus — the same continuum-of-care model and Arizona regional footprint as The Peaks.
• Friendship Village Tempe: Friendship Village Tempe is a nonprofit senior living community in Tempe, Arizona providing independent living, assisted living, memory care, and skilled nursing on a single campus — directly comparable to The Peaks' nonprofit, full-continuum model in Arizona.
• La Siena Senior Living: La Siena is a nonprofit senior living community in Phoenix, Arizona offering independent living, assisted living, memory care, and skilled nursing. Closely comparable to The Peaks in nonprofit structure, Arizona footprint, and full continuum of care.

Market position

Strengths5 records

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/thepeaksseniorlivingcommunity
• LinkedInlinkedin.com/company/the-peaks-a-senior-living-community

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 The Peaks