Whitney Place Assisted Living Residence

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.

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

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

• Assisted living services
• Memory care programs
• Senior living communities
• Rehabilitation and skilled nursing
• Home health and hospice

Headquarters

HQ city

Worcester

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. 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.
2. Entrance Deposits: Partially refundable entrance deposits required for independent living at some locations. Provides initial revenue while securing resident occupancy.
3. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core 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

Named customers7 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Curana HealthcoreStrategic or Co-development PartnerValue-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

Direct 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

• YouTubeyoutube.com/@SALMONHealthandRetiremen-jv5xf
• Facebookfacebook.com/SalmonHealthAndRetirement
• LinkedInlinkedin.com/company/salmon-health-and-retirement

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries14 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 Whitney Place Assisted Living Residence