Colorado Assisted Living Association

What Colorado Assisted Living Association does

The Colorado Assisted Living Association (CALA) is a Denver-based, non-profit trade association founded in 1982 that serves as the only statewide body in Colorado dedicated exclusively to assisted living residences. It represents 669 provider member communities covering 25,596 licensed beds (19,976 private pay and 5,620 potential Medicaid), ranging in size from 2-bed homes to a 495-bed community, alongside a network of associate members providing goods and services to those facilities. CALA's mission is delivered through five pillars — assist, promote, inform, educate, and advocate — covering regulatory compliance, administrator training, legislative lobbying, and industry networking.

CALA's product portfolio centers on a member directory system (interactive Provider Member Directory for consumers and Associate Member Directory for vendors), a state-mandated 40-Hour Administrator Course taught by Janet Cornell, an on-demand training library, a monthly Industry Update Webinar, and biannual conferences plus regional workshops. Supporting modules include a Provider Availability Directory for real-time openings, a CDPHE regulatory resource portal, and member-only discounts from insurance, HR, and legal partners. No proprietary technology platform is developed or operated; delivery runs entirely through the association's website, email blasts, and in-person events.

Revenue is generated primarily through recurring annual membership dues (Provider dues scale from a $200 minimum to a $1,500 maximum based on bed count, with a separate Medicaid tier of $150-$400; Associate dues are a flat $450/year, billed each July 1). Secondary streams include 40-Hour Administrator Course tuition ($825 member / $975 non-member / $400 audit), conference registration, exhibitor and sponsorship fees, and limited newsletter advertising. Go-to-market is community-led and event-driven, relying on referral within the provider-vendor network, statewide workshops, and the website's directory traffic to acquire and retain members.

Name

Colorado Assisted Living Association

Legal name

Colorado Assisted Living Association

Website

https://coloradoassistedlivingassociation.org

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

101–250 employees

Short description

The Colorado Assisted Living Association is a Denver-based non-profit trade association founded in 1982 that advocates for, educates, and connects 669 assisted living provider communities across Colorado, alongside the industry partners that serve them.

Ownership category

akta.pro rank

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Provider Membership Dues: Annual membership dues from assisted living communities (providers). Provider membership costs $150 base plus $10 per licensed bed, with a minimum of $200 and maximum of $1,500 per community. Medicaid-focused providers pay a tiered flat rate from $150 to $400 based on bed count.
2. Associate Membership Dues: Annual membership dues from industry partners (businesses providing goods and services to assisted living communities). Associate membership is priced at $450 per year.
3. Education and Training Courses: Revenue from the 40-Hour Administrator Course, with pricing of $975 for non-CALA members, $825 for CALA members, and $400 for auditing. Also includes statewide training seminars and on-demand educational content.
4. Event Registration and Sponsorship: Revenue from CALA conferences, regional workshops, and webinars. Members receive discounted rates on registration, exhibition, and sponsorship. Sponsorships and exhibitor fees are available at major events.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

CALA is a non-profit membership association that provides advocacy, education, training, and networking resources to Colorado's assisted living industry. It offers Provider and Associate Memberships, a 40-Hour Administrator Course required by the state, on-demand training content, conferences and regional workshops, and searchable directories connecting consumers with member communities and providers with industry vendors. The association also represents members before CDPHE, HCPF, and the Colorado legislature through a dedicated lobbyist.

Product overview

The Colorado Assisted Living Association (CALA) operates as a membership-based nonprofit association offering a unified platform of services for assisted living communities in Colorado. The core offering consists of the Provider Member Directory (a searchable database connecting consumers with member communities) paired with the Associate Member Directory (connecting providers with industry vendors). Supporting modules include the 40 Hour Administrator Course (state-required training compliant with Colorado Chapters 2, 7, and 24), On Demand Training (member-only recorded content), Industry Update Monthly Webinar (regulatory and legislative updates), and Conferences/Regional Workshops (annual events and statewide education sessions). Additional services include a Provider Availability Directory for real-time bed availability, Associate Member Offers for discounted vendor services, and access to CDPHE regulatory resources. The association also provides advocacy representation through a dedicated lobbyist at the Colorado legislature.

Differentiator

Problem solved

Functional benefit

Products and services

• Provider Member Directory An interactive searchable database that allows consumers and referral sources to find CALA member assisted living communities by name, city, region, services, and availability.
• Associate Member Directory A searchable directory listing industry partners and vendors who provide goods and services to assisted living communities, searchable by company name, contact name, or service category.
• 40-Hour Administrator Course A state-required 40-hour training course for assisted living facility administrators, taught by Janet Cornell of Senior Care Administrator Coaching LLC, covering Chapters 2, 7, and 24 of Colorado regulations. Includes templates, forms, and check-off forms. Priced at $825 for CALA members, $975 for non-members, and $400 for auditing.
• Spring and Fall Conferences with Regional Workshops Annual Spring and Fall conferences featuring keynote speakers, breakout sessions, and exhibitors, plus regional educational workshops held throughout Colorado bringing training, education, and regulatory updates to members statewide.
• Associate Member Offers and Discounts Special pricing and discounted services available exclusively to CALA members from industry partners including insurance providers, HR support, and legal services such as Assured Partners, CoWest Insurance Group, Lighthouse HR Support, and Pinkowski Law & Policy Group LLC.
• Provider Availability Directory A real-time availability system allowing provider members to update their current openings, enabling prospective residents and referral sources to view available beds and services.

Quantifiable outcome

• 669 Colorado facilities represented with 25,596 licensed beds
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Residential Assisted Living National Association (RALNA)coreStrategic or Co-development PartnerCALA is a Chapter Member of RALNA. CALA members receive a free Associate Membership to RALNA, discounts on the national conference, access to group purchasing benefits, and the benefit of national advocacy on behalf of the industry.
• August Policy Strategies (Jennifer Mello, Lobbyist)coreStrategic or Co-development PartnerCALA has engaged Jennifer Mello with August Policy Strategies to represent the association membership at the Colorado legislature. Jennifer Mello has a history of legislative success dating back to 2004, known for honesty, integrity, and a 'never quit' attitude in passionate representation of clients.
• Assured Partners (Senior Living Risk Solutions)minorGTM or Marketing PartnerAssured Partners provides senior living insurance and risk management solutions. They offer customized solutions to help improve bottom line and enhance client care. Contact: Blake Crawford. Listed as a partner in the CALA member services section.
• CoWest Insurance GroupminorGTM or Marketing PartnerServing Douglas County for 75 years, CoWest Insurance Group is a corporate office for over 30 independent insurance agencies statewide. Provides insurance products and services to CALA members. Contact: Shawn Munns.
• Lighthouse HR SupportminorGTM or Marketing PartnerLighthouse HR Support provides complete HR solutions for senior living facilities, helping clients navigate HR challenges. Contact: Kelly Murphey. Listed as a partner offering in CALA member services.
• Pinkowski Law & Policy Group LLCminorGTM or Marketing PartnerA law firm focused on the needs of assisted living facilities of all sizes in Colorado and across the U.S. Provides free consultation and discounted rates for CALA members. Contact: [email protected].
• Colorado Department of Public Health and Environment (CDPHE)coreStrategic or Co-development PartnerCDPHE is the primary regulatory body for assisted living residences in Colorado. CALA works regularly with CDPHE on advocacy, regulatory updates, and providing resources (Chapter 7, Chapter 2, Chapter 24 regulations) to members.
• Colorado Department of Health Care Policy and Finance (HCPF)coreStrategic or Co-development PartnerHCPF provides additional regulations for Assisted Living Residences (ALRs), particularly regarding Medicaid. CALA provides HCPF resources to members and advocates on issues including tiered Medicaid rates.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• National Center for Assisted Living (NCAL): AHCA/NCAL is the national assisted living affiliate of the American Health Care Association. It is the dominant national advocacy body for assisted living providers — analogous to CALA but at the federal level and across all states.
• Argentum: The largest national trade association serving senior living providers, including assisted living. Comparable in mission (advocacy, education, networking) but operates at national scale and serves a broader senior living portfolio than CALA's Colorado-focused scope.

Direct peers

• Colorado Health Care Association: Colorado trade association representing skilled nursing facilities and broader long-term care providers. Overlaps with CALA on Colorado regulatory advocacy and long-term care provider education but spans nursing homes rather than assisted living specifically.
• LeadingAge Colorado: Colorado state affiliate of LeadingAge, the national association of nonprofit aging-services providers. Closely comparable as a state-level aging services membership organization offering advocacy, education, and events in the same Colorado geography.
• Residential Assisted Living National Association (RALNA): National trade association for residential assisted living. CALA is a Chapter Member of RALNA, making it the most direct structural peer — both serve assisted living operators through advocacy, education, and group benefits.

Emerging players

• American Seniors Housing Association (ASHA): National trade association for the seniors housing industry (including assisted living, independent living, memory care). Adjacent peer offering executive-level networking, research, and advocacy but focused on investment-grade owners/operators rather than mid-market providers.

Others

• Dementia Alliance International: Advocacy and education organization focused on dementia care across senior living settings, including assisted living. Thematically related (CALA members serve many dementia residents) but not a direct competitor.

Regional players

• California Assisted Living Association: State-level assisted living association in California. Structurally identical to CALA (state trade association for ALRs, with advocacy, training, and member directories) but serving a different geography and not directly competing for the same members.
• Arizona Assisted Living Federation of America: Arizona state chapter focused on assisted living providers, with advocacy, training, and member services. Operates the same model as CALA in a neighboring regional market.
• Florida Senior Living Association: Trade association for senior living and assisted living providers in Florida. Comparable state-level model — advocacy, education, certification — but operating in a much larger senior living market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/coloradoala
• Facebookfacebook.com/4cala
• LinkedInlinkedin.com/company/colorado-assisted-living-association

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Colorado Assisted Living Association