Whitney Place Assisted Living Residence
Whitney Place Assisted Living Residence, part of the family-owned SALMON Health and Retirement, operates assisted living and Tapestry memory care services across five Massachusetts campuses within a full continuum that also includes independent living, skilled nursing, home health, and hospice for senior residents and their families.
- Company typePrivate
- Founded1952
- HeadquartersWorcester, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Whitney Place Assisted Living Residence does
Whitney Place Assisted Living Residence is a wholly-owned senior living brand within SALMON Health and Retirement, a private, family-owned Massachusetts operator that has been active in senior care since 1952. Across its five Massachusetts campuses (Medway, Natick, Northborough, Westborough, Worcester) the company runs a full continuum of care that includes independent living (The Willows), assisted living and Tapestry memory care (Whitney Place), skilled nursing and rehabilitation (Beaumont), a Massachusetts-licensed Level IV Rest Home, plus home health/VNA, hospice, and private duty home care services. Intergenerational programming with the SALMON Center for Early Education at Natick extends the operating model beyond traditional senior services. Core proprietary offerings center on the Tapestry Memory Care Program and the S.A.M.M. (Self-Administered Medication Management) protocol, both described as clinical/domain specializations rather than technology platforms; the underlying technology stack is characterized as standard senior living care management with emergency response infrastructure.
Whitney Place's revenue model is a recurring monthly subscription combined with one-time partially refundable entrance deposits at some independent living units (Independent Living at Westborough starts at $3,740/month; Assisted Living at Westborough starts at $7,121/month). Additional revenue streams include billable rehabilitation and skilled nursing services, hospice (largely Medicare-reimbursed), home health/VNA, private duty care, and consulting revenue from the 2021-launched Continuing Care Management, LLC. Go-to-market is direct-to-consumer via physical campus tours, a free telephone-based Advisory Center, respite-stay trials, and a multi-channel marketing mix spanning content/SEO, social, community events, referral, and earned media. Customer segments are end-user individuals and families, segmented by care acuity across independent living, assisted living (primary segment), memory care (primary), rehabilitation, hospice, and couples with varying care needs.
The company is governed by a family-owned ownership structure with no external private equity or venture capital identified. Leadership combines operational roles (Chief Nursing Officer Debbie Freedman; Chief Medical Officer Dr. Randall Morse; campus Directors of Sales such as Heather Hough and Arielle Hughes) with fellowship-trained geriatricians and Certified Medical Directors affiliated with UMass Medical School. A value-based care partnership with Curana Health indicates strategic intent to participate in risk-bearing senior care arrangements. The primary strategic risks are Massachusetts state regulatory exposure (Level IV Rest Home licensure, S.A.M.M. framework), labor cost inflation in clinical staffing, geographic concentration, and the absence of disclosed revenue scale to confirm growth pace.
Whitney Place Assisted Living Residence firmographics
Firmographics- Name
- Whitney Place Assisted Living Residence
- Legal name
- SALMON Health and Retirement
- Website
- https://salmonhealth.com
- Company type
- Private
- Founded year
- 1952
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Whitney Place Assisted Living Residence, part of the family-owned SALMON Health and Retirement, operates assisted living and Tapestry memory care services across five Massachusetts campuses within a full continuum that also includes independent living, skilled nursing, home health, and hospice for senior residents and their families.
- Ownership category
- akta.pro rank
Whitney Place Assisted Living Residence industry classification
Industry- Product category
- Senior Living and Assisted Living Services
- NAICS
- Assisted Living Facilities for the Elderly (623312), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (6233), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331), Nursing Care Facilities (Skilled Nursing Facilities) (62311), Other Residential Care Facilities (623990)
- SIC
- Services-Nursing & Personal Care Facilities (8050), Services-Skilled Nursing Care Facilities (8051), Services-Home Health Care Services (8082)
- akta.pro primary industry
- General Assisted Living Facilities (HLADABAA)
- akta.pro secondary industries
- Memory Care Units within Assisted Living Communities (HLADACAB), Market-Rate Independent Living (Private Pay) Communities (HLADAAAA), Assisted Living with Memory Care (Mixed Campus) (HLADABAB)
Keywords
Where Whitney Place Assisted Living Residence is headquartered
LocationHeadquarters
- HQ city
- Worcester
- HQ country
- United States
- HQ region
- North America
Offices8 records
Markets served
Whitney Place Assisted Living Residence business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain
Revenue model
- Monthly Residential Fees: Recurring monthly fees for assisted living, memory care, and independent living services. Fees vary by apartment style and level of care required. Additional fees may apply for enhanced services.
- Entrance Deposits: Partially refundable entrance deposits required for independent living at some locations. Provides initial revenue while securing resident occupancy.
- Rehabilitation and Skilled Nursing Services: Short and long-term clinical care services including physical, occupational, and speech therapy, billed as part of the care continuum.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Assisted Living at Westborough - Studio |
| Subscription | Monthly | Assisted Living at Westborough - One Bedroom |
| Subscription | Monthly | Assisted Living at Westborough - Companion Apartment |
| Subscription | Monthly | Independent Living at Westborough - One Bedroom with Balcony |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Whitney Place Assisted Living Residence product offering
Product offeringCore offering
Whitney Place Assisted Living Residence operates assisted living residences and Tapestry memory care services within the SALMON Health and Retirement continuum-of-care portfolio. The service delivers 24/7 personal care assistance, medication management, chef-prepared meals, and curated recreational programming for seniors across campuses in Medway, Natick, Northborough, and Westborough, Massachusetts. Adjacent SALMON service lines extend the offering to independent living, skilled nursing, home health/VNA, hospice, private care, and early education.
Product overview
Whitney Place Assisted Living Residence is part of SALMON Health and Retirement, a family-owned senior living and healthcare provider operating across Massachusetts since 1952. The company offers a continuum of care model with multiple product lines: Whitney Place (assisted living and Tapestry memory care), The Willows (independent living), Beaumont (rehabilitation and skilled nursing), along with home health/VNA, hospice, private care options, Level IV rest home, and early education services. Whitney Place provides assisted living with 24/7 support, while Tapestry Memory Care offers specialized dementia care. These services are available at five campuses across Massachusetts (Medway, Natick, Northborough, Westborough, Worcester) with seamless transitions between care levels within the same community.
Differentiator
Problem solved
Functional benefit
Brands
- Tapestry Memory Care Program: SALMON's multi-faceted approach to accommodate the unique and changing needs of people with Alzheimer's or other forms of dementia, in both residential settings and day programs
- The SALMON Difference
- Intergenerational Programs
Products and services
- Whitney Place Assisted Living
Quantifiable outcome
- Continuum of care model reduces anxiety and uncertainty for families
- +1 more outcomes
Companies that use Whitney Place Assisted Living Residence
Customer profileNamed customers7 records
Segments6 records
Ideal customer profiles5 records
Whitney Place Assisted Living Residence technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Whitney Place Assisted Living Residence partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Curana HealthcoreValue-based care partnership focused on improving care outcomes for seniors. Andrew Salmon commented on the partnership's approach to value-based care in an interview with Senior Housing News.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Whitney Place Assisted Living Residence competitors and assessment
Company assessmentDirect peers
- Epoch Senior Living: Northeast-focused assisted living and memory care operator with comparable wellness-oriented programming and a similar premium, smaller-portfolio positioning to SALMON.
- Five Star Senior Living: National assisted living, memory care, and skilled nursing operator with comparable service mix. Relevant peer for benchmarking pricing, occupancy, and continuum-of-care delivery at multi-campus scale.
- Belmont Village Senior Living: Operator of upscale assisted living and memory care communities with strong proprietary memory programs (Circle of Friends), directly comparable to Whitney Place's Tapestry program and premium positioning.
- Benchmark Senior Living: New England-based senior living operator with independent living, assisted living, memory care, and skilled nursing across Massachusetts and other Northeast states. Directly comparable in geography, service mix, and continuum-of-care positioning.
- Atria Senior Living: National operator focused on assisted living and memory care with a similar premium, amenity-rich positioning and continuum-of-care approach. Closest direct comparable to Whitney Place in service mix and target demographic.
- Maplewood Senior Living: Premium assisted living and memory care operator with locations in the Northeast, comparable to Whitney Place in pricing tier, memory care specialization, and clinical programming emphasis.
- Sunrise Senior Living: Premium assisted living and memory care operator with strong clinical programming and a comparable multi-tier service model. Operates in Massachusetts and other states with similar pricing structure to Whitney Place.
- Senior Living Residences: New England-based operator of assisted living and memory care communities, including Tapestry Memory Care-style programs. Closest regional peer to Whitney Place in geography and service model.
Emerging players
- Amedisys: Home health and hospice provider that overlaps with SALMON Home Health/VNA and Hospice service lines. Comparable for the home-based portion of SALMON's continuum, relevant for value-based care and hospice competitive dynamics.
Broad incumbents
- Brookdale Senior Living: Largest U.S. senior living operator with independent living, assisted living, memory care, and skilled nursing across the country. Comparable to SALMON's continuum-of-care model but at vastly larger national scale, providing a benchmark for premium-assisted-living positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Whitney Place Assisted Living Residence social profiles
Digital presenceWhitney Place Assisted Living Residence financial estimates
Financial estimateRevenue estimate
Valuation estimate
Whitney Place Assisted Living Residence leadership team
Management profileNumber of profiles
Profiles7 records
Whitney Place Assisted Living Residence subsidiaries and ownership
Company hierarchySubsidiaries14 records
Whitney Place Assisted Living Residence funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Whitney Place Assisted Living Residence M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Whitney Place Assisted Living Residence
What does Whitney Place Assisted Living Residence do?
Whitney Place Assisted Living Residence operates assisted living residences and Tapestry memory care services within the SALMON Health and Retirement continuum-of-care portfolio. The service delivers 24/7 personal care assistance, medication management, chef-prepared meals, and curated recreational programming for seniors across campuses in Medway, Natick, Northborough, and Westborough, Massachusetts. Adjacent SALMON service lines extend the offering to independent living, skilled nursing, home health/VNA, hospice, private care, and early education.
Is Whitney Place Assisted Living Residence a public or private company?
Whitney Place Assisted Living Residence is a private company. It is classified as family owned and is currently operating.
When was Whitney Place Assisted Living Residence founded?
Whitney Place Assisted Living Residence was founded in 1952. It employs 101 to 250 people.
Where is Whitney Place Assisted Living Residence based?
Whitney Place Assisted Living Residence is headquartered in Worcester, United States, in the North America region.
How does Whitney Place Assisted Living Residence make money?
Three revenue lines are on record. Monthly Residential Fees are the primary driver. The others are entrance Deposits and rehabilitation and Skilled Nursing Services.
Who are Whitney Place Assisted Living Residence's main competitors?
Direct peers on record are Epoch Senior Living, Five Star Senior Living, Belmont Village Senior Living, Benchmark Senior Living, Atria Senior Living, Maplewood Senior Living, Sunrise Senior Living and Senior Living Residences. Amedisys is listed as an emerging player. Brookdale Senior Living is listed as a broad incumbent.
Does Whitney Place Assisted Living Residence have an API?
No public API is recorded for Whitney Place Assisted Living Residence.
What industry is Whitney Place Assisted Living Residence in?
Whitney Place Assisted Living Residence's product category is Senior Living and Assisted Living Services. Its primary akta.pro industry code is HLADABAA, General Assisted Living Facilities, with a secondary code of HLADACAB, Memory Care Units within Assisted Living Communities. Its NAICS code is 623312 and its SIC code is 8050.