Rose Villa

What Rose Villa does

Rose Villa is a nonprofit, single-site Continuing Care Retirement Community (CCRC), also marketed as a Life Plan Community, located on a 22–24 acre campus at 13505 SE River Road in the Portland/Clackamas County, Oregon area. Founded in 1960, it serves older adults across a full continuum of care, delivering 262 independent living homes organized into nine distinct neighborhoods (including Classic Cottages, Pocket Neighborhood cottages, Main Street Apartments, North Pocket Cottages, Garden Grove, Creative Arts Building Lofts, Schroeder Lofts, and the Passive House–standard zero-energy neighborhoods The Oaks and Trillium Townhomes), 32 private residential units for higher-acuity care at Madrona Grove, plus an on-campus wholly owned in-home care subsidiary, Avencia In-Home Care, and the Rosebud Preschool, which provides intergenerational programming.

The community's underlying technology and infrastructure stack centers on sustainability and resilience rather than software: ROSIE, a greywater reclamation system that reuses sink, shower, and washing machine water for toilet flushing and irrigation (saving approximately 303,214 gallons of potable water per year); ROSE Port, a solar-powered, earthquake-resistant resilience hub providing backup power, rainwater purification, and EV charging, described as the first of 12 planned across the campus; and Passive House–standard construction in The Oaks and Trillium Townhomes. The community is operated by Rose Villa, Inc., governed by a board of directors, with a separately incorporated Rose Villa Foundation, Inc. providing financial assistance via donations and bequests.

The business model combines a one-time refundable entrance fee ranging from $10,000 to $75,000 depending on residency tier and neighborhood, recurring monthly service fees for the continuum of care and amenities, healthcare services revenue from skilled nursing, assisted living, and memory care at Madrona Grove, and foundation donations supporting financial assistance. The TakeRoot Future Resident Program, launched in February 2024, structures demand generation into three tiers (Informed, Connected, Committed) with commitments of $0, $6,000, and $75,000 (or $20,000 for classic cottages), capped at 32 members in the Committed tier, replacing a flat $3,000 waitlist fee. GTM is direct-to-consumer and sales-led, centered on campus tours, TakeRoot 101 in-person events hosted by the CEO, virtual self-guided tours, and a digital-first website. The 400+ person prospective resident waitlist and 8–10 year historical wait times indicate structural demand excess in the Portland market.

Name

Rose Villa

Legal name

Rose Villa, Inc.

Website

https://rosevilla.org

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

101–250 employees

Short description

Rose Villa is a nonprofit, single-site Continuing Care Retirement Community in Portland, Oregon, providing independent living, assisted living, memory care, and skilled nursing across a 22-acre campus of 262 homes plus 32 care beds, serving older adults through entrance fees, monthly service fees, and foundation-supported programs.

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), Nursing Care Facilities (Skilled Nursing Facilities) (62311)

SIC

Services-Nursing & Personal Care Facilities (8050), Services-Skilled Nursing Care Facilities (8051), Services-Home Health Care Services (8082)

akta.pro primary industry

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

akta.pro secondary industries

Assisted Living with Memory Care (Mixed Campus) (HLADABAB), Luxury/Resort-Style Independent Living Communities (HLADAAAC), Facility-Based Respite (Assisted Living/SNF/Memory Care Short Stays) (HLADAKAB)

Keywords

• Continuing care retirement
• Senior living community
• Independent living housing
• Skilled nursing care
• Memory care services

Headquarters

HQ city

Portland

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: Refundable entrance fees required for residency commitment. Financial investment ranges from $10,000 to $75,000 depending on residency tier and neighborhood choice.
2. Monthly Service Fees: Ongoing monthly service fees for continuum of care services, amenities, and wellness programming. Required for certain waitlist tiers.
3. Healthcare Services Revenue: Revenue from skilled nursing, assisted living, and memory care services provided on campus through Madrona Grove.
4. Foundation Donations: Charitable donations and bequests to RoseVilla Foundation supporting financial assistance for residents in need.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Rose Villa is a nonprofit, single-site Continuing Care Retirement Community (Life Plan Community) on a 22-acre Portland, Oregon campus offering a full continuum of care from independent living (262 homes across multiple neighborhoods) through assisted living, skilled nursing, and memory care at Madrona Grove (32 private units). The community layers on wellness programming (BloomWell), a tiered future-resident waitlist program (TakeRoot), in-home care services (Avencia), an intergenerational preschool (Rosebud), and sustainability infrastructure including the ROSIE greywater system and ROSE Port solar-powered resilient hub.

Product overview

Rose Villa is a nonprofit single-site Continuing Care Retirement Community (CCRC), also known as a Life Plan Community, offering a comprehensive continuum of care across nine distinct residential neighborhoods. The community provides independent living options ranging from mid-century modern cottages (Classic Cottages), pocket neighborhood clusters, and loft apartments to zero-energy sustainable homes (The Oaks, Trillium Townhomes). Higher levels of care include Madrona Grove for long-term and skilled nursing with 24-hour licensed nursing. The community complements housing with wellness programming (BloomWell), a tiered future resident waitlist program (TakeRoot), in-home care services (Avencia In-Home Care), an intergenerational preschool (Rosebud Preschool), and sustainability infrastructure including the ROSE Port solar-powered resilient hub and ROSIE greywater reclamation system. The community also operates a technology incubator program partnering with startups to pilot senior-focused innovations.

Differentiator

Problem solved

Functional benefit

Brands

• BloomWell: Holistic, whole-person wellness approach that weaves well-being into every aspect of life
• TakeRoot
• The Flourish Project
• ROSIE
• ROSE Port
• The Oaks
• Trillium Townhomes
• Green Team
• ReadyForce
• TakeRoot 101
• Creative Arts at Rose Villa (CARV)
• Treasure House

Products and services

• Classic Cottages 103 unique mid-century modern cottages on the Rose Villa campus, each with no two floor plans alike, featuring front and back gardens, patios, and mature landscaping. Each cottage has been completely remodeled. Targeted at independent living residents who prefer single-family-style housing.
• Pocket Neighborhood Cottages 45 homes in duplex and five-plex clusters with single-level living, front doors opening to shared garden spaces, and back doors accessing personal balconies or patios. Part of the Phase 1 campus redevelopment. Targeted at independent living residents who value community-oriented cluster living.
• Main Street Apartments 35 loft-style apartment homes featuring floor-to-ceiling windows and views of Main Street, Tranquility Garden, Southwest Hills, and the Willamette River. Completed in 2016 during Phase 1 campus redevelopment. Targeted at independent living residents preferring apartment-style homes.
• North Pocket Cottages 18 cottage homes as an extension of the award-winning Pocket Neighborhood, featuring covered outdoor decks or patios in single-level living environments of 1,200–1,700 square feet. Targeted at independent living residents.
• Garden Grove 10 homes with Northwest design aesthetic nestled among mature trees, closest to the two-acre community garden, featuring soaring ceilings, French doors, and river and garden views. Targeted at independent living residents who prioritize garden access.
• Creative Arts Building (CAB) Lofts Ground-level working artist space with studios, classroom, and gallery, topped with two 2-bedroom, 2-bath loft homes featuring vaulted ceilings, gas fireplaces, and outdoor balconies. Targeted at artistically inclined independent living residents.
• The Oaks Pacific Northwest's first zero-energy senior living neighborhood built to Passive House standards. Four two-bedroom, two-bath triplexes with solar panels, super-tight building envelope, and triple-pane tilt-open windows. Built in partnership with Green Hammer. Targeted at sustainability-focused independent living residents.
• Trillium Townhomes Six industrial-inspired multifamily row homes built to Passive House standards as the second zero-energy neighborhood, featuring permaculture-inspired courtyard and urban loft feel. Targeted at sustainability-focused independent living residents.
• Schroeder Lofts

Quantifiable outcome

• 303,214 gallons of potable water saved annually through greywater reclamation
• +2 more outcomes

Named customers1 record

Segments3 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

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• HealthyLifetime (University of Michigan)coreStrategic or Co-development Partner · 13 December 2024Research-based independent aging program developed by researchers at the University of Michigan, Ann Arbor. Offered exclusively to TakeRoot's Committed tier members while awaiting residence. Virtual 8-week program with nurse coaches creating personalized independence-strengthening action plans.
• Habitat for Humanity ReStoreminorStrategic or Co-development Partner · 1 January 2014Partnership for salvage of reusable building materials during campus redevelopment. Donated cabinets, appliances, and fixtures diverting 88,000+ pounds from waste stream.
• Green HammercoreStrategic or Co-development PartnerPortland, Oregon design-build firm partnered with RoseVilla to envision and build The Oaks, the Pacific Northwest's first zero-energy senior living neighborhood. Also collaborated on 25-year Resiliency Action Plan.
• Scott Edwards Architecture LLPcoreStrategic or Co-development PartnerPortland-based architecture firm designed Phase 3 campus transformation including Madrona Grove and Schroeder Lofts. Submitted project to EFA Design Showcase Awards.
• Malden CollectiveminorStrategic or Co-development PartnerOregon-based organization facilitating tech incubator partnership through state grant. Manages selection of tech companies for pilot testing at RoseVilla.
• Bremik ConstructioncoreImplementation/ SI/ Consulting PartnerGeneral contractor for Phase 3 campus construction, responsible for clash-detection BIM model across both Madrona Grove and Schroeder Lofts.
• Gawron Turgeon ArchitectscoreImplementation/ SI/ Consulting PartnerInterior designer for Phase 3 campus transformation, contributing to residential and amenity space design.

Scale indicators7 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• Aegis Living: West Coast senior living and assisted living operator with communities across Washington, Oregon, California, and Nevada. Direct comparable because CEO Glen Lewis previously led Aegis Living; it competes for the same Portland-metro affluent senior demographic and offers comparable independent living, assisted living, and memory care services.
• HumanGood: Largest nonprofit CCRC operator in the U.S., operating more than 20 life plan communities across multiple states. Closest large-scale comparable on operating model (nonprofit, full continuum of care, multi-decade campus redevelopment) and serves as a benchmark for nonprofit CCRC scaling and capital strategy.
• WesleyLife: Nonprofit Iowa-based CCRC/Life Plan Community operator with multiple campuses offering independent living, assisted living, and skilled nursing. Direct comparable because Glen Lewis, Rose Villa's current CEO, served as WesleyLife CEO immediately before joining Rose Villa, and the operating model (nonprofit, continuum-of-care, faith-inspired mission) closely mirrors Rose Villa.
• Lifespace Communities: Nonprofit operator of 15+ continuing care retirement communities across the U.S. Midwest, South, and Mid-Atlantic. Highly comparable nonprofit CCRC operating model with full continuum of care and similar campus-redevelopment playbooks relevant to Rose Villa's 10-year master plan.
• Front Porch Communities and Services: California-based nonprofit operator of multiple CCRC/life plan communities offering independent living through skilled nursing. Comparable as a multi-site nonprofit CCRC operator with similar resident-funded entrance fee economics and continuum-of-care service model.
• Pacific Retirement Services: Nonprofit CCRC operator headquartered in the Pacific Northwest, operating Mirabella Portland and other CCRCs. Direct comparable given overlapping Portland market, similar nonprofit operating model, and direct competition for the same affluent Portland senior demographic.

Broad incumbents

• Atria Senior Living: Large for-profit senior living operator with 200+ communities across the U.S. and Canada, focused on independent living, assisted living, and memory care. Broad incumbent comparable in service lines and resident demographics, though not a nonprofit CCRC and lacks Rose Villa's continuum-through-SNF depth.
• Brookdale Senior Living: Largest U.S. senior living operator with ~650 communities across 41 states, offering independent living, assisted living, and memory care. Relevant as a broad incumbent competitor across the same customer segment, though Brookdale is for-profit, multi-site, and does not match Rose Villa's nonprofit CCRC structure or sustainability positioning.
• Sunrise Senior Living: Established U.S. senior living operator with communities focused on assisted living and memory care, with independent living in select locations. Broad incumbent competitor for the same affluent 65+ demographic, though Sunrise's model is more for-profit and less continuum-of-care than Rose Villa's.

Regional players

• Mirabella at University of Portland: Nonprofit Portland-area CCRC operated by Pacific Retirement Services, located on the University of Portland campus. Direct geographic competitor for the same affluent Portland senior demographic and competing for the same waitlist-driven CCRC prospects.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/RoseVillaInc
• Facebookfacebook.com/rosevillaseniorliving
• LinkedInlinkedin.com/company/rose-villa-senior-living-community
• Instagraminstagram.com/rosevillaseniorliving
• Xx.com/RealRoseVilla

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries3 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 Rose Villa