Eastcastle Place

What Eastcastle Place does

Eastcastle Place is a 501(c)(3) nonprofit Life Plan Community (Type B Continuing Care Retirement Community) located on Milwaukee's East Side at 2505 East Bradford Avenue, operating continuously since 1884. The community serves older adults across a full continuum of care on a single campus: independent living (with one-time entrance fees plus recurring monthly service fees), assisted living in the Bradford Terrace sub-brand, secure memory care using the Heartfelt Connections program, skilled nursing, and short-term rehabilitation including orthopedic, cardiac, and speech therapy (LSVT LOUD/BIG). Residents and families engage through direct sales channels including community tours, 'Look Ahead Tuesdays' events, website inquiries, and healthcare-provider referrals for post-acute care.

The revenue model combines three streams: one-time entrance fees (typically 90% refundable, scaled by residence size and occupancy), recurring monthly service fees covering dining, housekeeping, transportation, utilities and programs, and fee-for-service care revenue from assisted living, memory care, rehabilitation, and skilled nursing. Pricing is structured as a Type B contract providing a $60,000 credit toward future on-site care, differentiating the community from higher-priced Type A contracts. Marketing runs through a sales-led, event-driven motion targeting seniors and adult children in the Milwaukee area via website, blog, social media, email, and on-site events.

Operationally, Eastcastle Place is managed in partnership with LCS (Life Care Services), a national senior living operator, while governance is provided by a local board of directors. The community is currently executing a 2025 renovation and expansion that adds new independent living residences plus a lounge, bar and bistro. It holds a 5-star CMS-rated Health & Rehabilitation Center with three consecutive deficiency-free surveys, U.S. News Best Nursing Home recognition through 2026-2027, and 501(c)(3) nonprofit status (EIN 39-0830668).

Name

Eastcastle Place

Legal name

Eastcastle Place

Website

https://eastcastleplace.com

Company type

Private

Founded year

1884

Operating status

Operating

Headcount range

101–250 employees

Short description

Eastcastle Place is a nonprofit Life Plan Community in Milwaukee's East Side, offering a full continuum of senior care — independent living, assisted living, memory care, skilled nursing, and rehabilitation — to older adults on a single historic campus since 1884.

Ownership category

akta.pro rank

Product category

Continuing Care Retirement Community (Senior Living)

NAICS

Continuing Care Retirement Communities (623311), Assisted Living Facilities for the Elderly (623312), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331)

SIC

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

akta.pro primary industry

Life Plan / Entrance-Fee CCRCs (HLADAEAA)

akta.pro secondary industries

Single-Site CCRCs (HLADAEAE), Continuing Care Retirement Communities (CCRC) with Memory Care (HLADACAD), General Assisted Living Facilities (HLADABAA), Market-Rate Independent Living (Private Pay) Communities (HLADAAAA)

Keywords

• Senior living community
• Independent senior living
• Assisted living services
• Memory care program
• Skilled nursing care

Headquarters

HQ city

Milwaukee

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, Supply Chain, Others

Revenue model

1. Entrance Fees: One-time upfront payment required upon moving into the community. Based on residence size and number of occupants. A portion (typically 90%) returns to resident or estate upon leaving. As a Type B contract, entrance fees are lower than Type A contracts.
2. Monthly Service Fees: Ongoing monthly fees covering services and amenities including maintenance-free living, dining, housekeeping, transportation, utilities, Wi-Fi, cable, and access to community programs. Pricing based on residence size and care level needed.
3. Care Services Revenue: Additional revenue from assisted living, memory care, rehabilitation, and skilled nursing services provided at below-market rates due to Type B contract structure. Residents receive $60,000 credit toward future on-site care.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Eastcastle Place operates a nonprofit Life Plan Community (Continuing Care Retirement Community) offering a full continuum of senior care on a single Milwaukee campus. Core offerings include independent living residences, assisted living (Bradford Terrace), secure memory care, skilled nursing, and short- and long-term rehabilitation, delivered under a Type B contract that provides a $60,000 credit toward future on-site care.

Product overview

Eastcastle Place is a nonprofit Life Plan Community (Continuing Care Retirement Community) offering a full continuum of care for seniors in Milwaukee, Wisconsin. The community operates as a platform-plus-modules architecture, with Independent Living as the primary entry point and progressively higher levels of care—including Assisted Living at Bradford Terrace, Memory Care, Skilled Nursing, and Rehabilitation services—available on-site as residents' needs change. Additional services include dining venues (Gilman Dining Room, 1884 bar/lounge, Bistro), wellness programs across eight dimensions, and moving/transition assistance. The community offers a Type B contract structure with a $60,000 credit toward future care.

Differentiator

Problem solved

Functional benefit

Brands

• Bradford Terrace: Assisted living residential care apartment complex (RCAC) offering personalized senior care with support for activities of daily living.
• Eastcastle Place Health & Rehabilitation Center
• Gilman Dining Room
• 1884 Bar and Lounge
• Heartfelt Connections – A Memory Care Program

Products and services

• Independent Living Maintenance-free apartment living for active seniors on Eastcastle Place's Milwaukee campus, including housekeeping, transportation, maintenance, dining access, social activities, and wellness programs, with guaranteed access to higher-acuity care on-site.
• Assisted Living (Bradford Terrace) Residential assisted living offering support with activities of daily living including bathing, dressing, and medication management, with personalized care plans, around-the-clock support with up to 28 hours of nursing care weekly, and one- or two-bedroom apartments with private bathrooms.
• Memory Care Secure memory care neighborhood for residents with Alzheimer's disease and other dementias, featuring the Heartfelt Connections – A Memory Care Program® with customized care plans, specialized programming, and a wandering security system.
• Skilled Nursing Long-term skilled nursing care providing 24-hour around-the-clock care and support for individuals with health challenges requiring professional care, plus short-term rehabilitation services for recovery from illness, surgery, or injury.
• Senior Rehabilitation Short-term and long-term rehabilitation services including orthopedic rehabilitation, lymphedema-certified physical therapy, occupational therapy, and speech therapy (including LSVT LOUD and LSVT BIG for Parkinson's), delivered in coordination with Milwaukee hospitals and physicians.
• Dining Services Restaurant-style dining across multiple venues including the Gilman Dining Room, 1884 bar and lounge, and Grab-and-Go Bistro, with chef-prepared meals using fresh on-site herbs and locally sourced produce, and accommodation for special dietary needs.
• Moving and Transition Services Assistance with moving and relocation, including moving and relocation management, downsizing and rightsizing referrals, reorganization planning, and support acclimating to the community.

Quantifiable outcome

• 90% refundable entrance fee upon leaving the community
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• LCS (Life Care Services)coreImplementation/ SI/ Consulting PartnerLCS is a senior living organization with 40+ years of experience serving seniors nationwide. They manage Eastcastle Place's day-to-day operations through a partnership arrangement. LCS was named a Gallup Exceptional Workplace Award winner in 2023, recognizing organizational excellence in employee engagement.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Atria Senior Living: Large senior living operator with independent living, assisted living and memory care communities across the U.S. Compares on continuum-of-care services and upscale resident profile, though typically without on-site skilled nursing.
• Five Star Senior Living: National senior living and rehabilitation provider operating independent living, assisted living, memory care and skilled nursing communities. Comparable to Eastcastle on the skilled-nursing and rehabilitation segment, with overlapping GTM into hospital referrals.
• Brookdale Senior Living: Largest U.S. senior living operator offering independent living, assisted living, memory care and skilled nursing across hundreds of communities. Broad incumbent with overlapping continuum-of-care services though generally less focused on single-campus LPC contracts.
• Sunrise Senior Living: National operator known for high-acuity assisted living and memory care services. Comparable to Eastcastle on assisted living and memory care offerings, with similar premium positioning but a multi-site footprint.

Direct peers

• Presbyterian Homes & Services: Nonprofit operator of senior living communities in the Upper Midwest offering a similar continuum-of-care, entrance-fee Life Plan Community model. Strongest nonprofit mission-aligned peer to Eastcastle.
• Newcastle Place: LCS-managed Life Plan Community in Mequon, WI, also historically part of the same Milwaukee-area senior-care ecosystem (Eastcastle's Board Chair previously served as CFO of Newcastle Place). It offers a similar continuum-of-care model to Milwaukee seniors.
• Trinity Health Senior Communities: Nonprofit Catholic-sponsored network of senior living and skilled nursing communities. Comparable to Eastcastle across independent living, assisted living, memory care and skilled nursing with a faith-based mission lens.
• Franciscan Ministries: Nonprofit Catholic-sponsored provider of senior living, assisted living, memory care and skilled nursing in the Midwest. Closely mirrors Eastcastle's nonprofit, mission-driven, continuum-of-care operating model.
• Heritage Senior Living: Wisconsin-based senior living provider operating assisted living and memory care communities across the state. Direct regional peer sharing resident demographics and competing for the same Wisconsin senior market.
• LCS (Life Care Services): National senior living management company and the operator of Eastcastle Place; it manages a portfolio of comparable Life Plan Communities and assisted-living communities across the U.S., making it the closest operational peer in scope and resident experience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/eastcastleplace
• Facebookfacebook.com/EastcastlePlace
• LinkedInlinkedin.com/company/eastcastleplace
• Instagraminstagram.com/eastcastleplace

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries1 record

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 Eastcastle Place