Haciendas at Grace Village
Haciendas at Grace Village operates a single-campus, four-building assisted living and memory care community in Las Cruces, New Mexico, serving seniors with Alzheimer's, dementia, and daily living needs across Southern New Mexico and West Texas.
- Company typePrivate
- Founded2012
- HeadquartersLas Cruces, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Haciendas at Grace Village does
Haciendas at Grace Village is a privately held, for-profit senior living provider operating a single campus in Las Cruces, New Mexico, serving families across Southern New Mexico and West Texas. The facility is structured as four hacienda-style buildings, each housing approximately ten residents in an intimate, home-like configuration with private rooms, private baths, and in-building kitchens—an explicit design choice to contrast with larger institutional senior living settings. The company employs between 11 and 50 staff and was founded in 2012 under founder/CEO Gary with Janet Acosta as Administrator/COO and Catherine K Gutierrez as CFO/Member; ownership is described as locally owned and operated with no disclosed institutional investment.
The core service portfolio consists of Memory Care and Assisted Living, with specialized Alzheimer's and Dementia Care positioned as a distinct offering within the memory care line. Revenue is generated entirely through recurring monthly residential fees ranging from approximately $4,500 to $6,500, paid via a mix of private pay, long-term care insurance billing, and Medicaid, with an ElderLife partnership providing bridge financing. Go-to-market is direct-to-consumer: the company drives family inquiries through SEO-targeted website content, a multi-platform social media presence, educational blog articles, virtual tours, and word-of-mouth referrals from healthcare providers and existing families. All sales and admissions are handled in-house via scheduled in-person or virtual tours and personalized care assessments.
The company has no disclosed technology platform, no app, no API, and no proprietary software. Differentiation rests on physical facility design, higher-than-standard caregiver-to-resident ratios, memory-care-specific staff training, and the ability to transition residents between buildings on the same campus as care needs evolve. Public financial information is not disclosed, and no funding rounds, acquisitions, regulatory actions, or leadership changes beyond the founding team are on record.
Haciendas at Grace Village firmographics
Firmographics- Name
- Haciendas at Grace Village
- Legal name
- Haciendas at Grace Village
- Website
- https://gracevillagelc.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Haciendas at Grace Village operates a single-campus, four-building assisted living and memory care community in Las Cruces, New Mexico, serving seniors with Alzheimer's, dementia, and daily living needs across Southern New Mexico and West Texas.
- Ownership category
- akta.pro rank
Haciendas at Grace Village industry classification
Industry- Product category
- Senior Living and Memory Care Services
- NAICS
- Assisted Living Facilities for the Elderly (623312)
- SIC
- Services-Nursing & Personal Care Facilities (8050)
- akta.pro primary industry
- Large Campus / Multi-Building Assisted Living Communities (HLADABAG)
- akta.pro secondary industry
- Memory Care Units within Assisted Living Communities (HLADACAB)
Keywords
Where Haciendas at Grace Village is headquartered
LocationHeadquarters
- HQ city
- Las Cruces
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Haciendas at Grace Village business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Residential Memory Care & Assisted Living Fees: Monthly residential fees covering housing, meals, personal care assistance, medication management, activities, and 24-hour supervision. Pricing varies based on room type, level of care required, and specific services needed. This represents the primary recurring revenue stream.
- Long-Term Care Insurance Billing: Direct billing to residents' long-term care insurance policies. The company works with LTC insurance providers to process claims and coordinate benefits.
- Medicaid Revenue: Government-funded long-term care program payments for eligible residents who qualify based on income and asset requirements.
- Private Pay: Out-of-pocket payments from families or residents who do not use insurance or Medicaid coverage.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Memory Care - Full-Service Residential |
| Subscription | Monthly | Assisted Living Services |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Haciendas at Grace Village product offering
Product offeringCore offering
Haciendas at Grace Village operates a residential senior living community on a single campus in Las Cruces, New Mexico, providing assisted living and specialized memory care for individuals with Alzheimer's disease and other forms of dementia. The community consists of four small hacienda-style buildings, each housing approximately 10 residents, with private rooms and baths, home-style kitchens, and 24-hour supervision by trained caregivers. The campus is designed to allow residents to transition between buildings as their care needs evolve, supporting continuity of care.
Product overview
Haciendas at Grace Village offers a portfolio of senior living and memory care services centered around four hacienda-style buildings on a single campus in Las Cruces, New Mexico. The core offerings consist of Memory Care and Assisted Living services, with specialized Alzheimer's and Dementia Care as a distinct focus area. Each of the four buildings houses approximately 10 residents, and the community provides a Virtual Tour option for prospective families. The different haciendas allow memory care and different levels of assisted living needs to be grouped together, with regular reassessments to move residents between buildings as their care needs evolve.
Differentiator
Problem solved
Functional benefit
Products and services
- Memory Care (Alzheimer's and Dementia Care)
- Assisted Living
Quantifiable outcome
- Small caregiver-to-resident ratios exceed standard requirements
- +3 more outcomes
Companies that use Haciendas at Grace Village
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
Haciendas at Grace Village technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Haciendas at Grace Village partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights5 records
Haciendas at Grace Village competitors and assessment
Company assessmentBroad incumbents
- Five Star Senior Living: National senior living management and operating company offering assisted living, memory care, and skilled nursing. Overlaps on service lines; differs on large-campus format and broader clinical scope.
- Atria Senior Living: Large national operator offering assisted living and memory care across the U.S. Overlaps with Haciendas on product mix; differs in scale and standardized campus format.
- Brookdale Senior Living: Largest U.S. senior living operator with broad assisted living, memory care, and independent living portfolio. Comparable on service lines but operates large institutional campuses rather than Haciendas' small-house model.
- Sunrise Senior Living: Established senior living operator with strong memory care (Reminiscence) program. Comparable on clinical memory care positioning but typically at larger community scale than Haciendas.
Direct peers
- Silverado Senior Living: Specialist memory care and dementia-care operator known for clinically rigorous programs and higher staffing. Directly comparable to Haciendas at Grace Village's memory-care-led value proposition.
- Aegis Living: West Coast operator of smaller, design-forward assisted living and memory care residences. Comparable to Haciendas on small-community feel, premium pricing, and integrated memory care programming.
- BeeHive Homes: Small-house assisted living and memory care operator with intimate ~12-20 resident homes, often in smaller U.S. markets. Directly comparable to Haciendas on residential small-home model, memory care focus, and Southwest presence.
- Belmont Village Senior Living: National operator of intimate, hospitality-driven assisted living and memory care communities with private apartments and high caregiver ratios. Closely comparable to Haciendas at Grace Village on small-house premium positioning and memory-care specialization.
Regional players
- Watermark Retirement Communities: Southwest-focused senior living operator offering assisted living and memory care. Comparable product mix and overlapping regional footprint, but at larger community scale.
- Legend Senior Living: Regional senior living operator with strong presence in Texas, Oklahoma, and the Southwest. Comparable on assisted living + memory care offerings and geographic adjacency to Haciendas' West Texas catchment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Haciendas at Grace Village social profiles
Digital presenceHaciendas at Grace Village financial estimates
Financial estimateRevenue estimate
Valuation estimate
Haciendas at Grace Village leadership team
Management profileNumber of profiles
Profiles3 records
Haciendas at Grace Village funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Haciendas at Grace Village 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 Haciendas at Grace Village
What does Haciendas at Grace Village do?
Haciendas at Grace Village operates a residential senior living community on a single campus in Las Cruces, New Mexico, providing assisted living and specialized memory care for individuals with Alzheimer's disease and other forms of dementia. The community consists of four small hacienda-style buildings, each housing approximately 10 residents, with private rooms and baths, home-style kitchens, and 24-hour supervision by trained caregivers. The campus is designed to allow residents to transition between buildings as their care needs evolve, supporting continuity of care.
Is Haciendas at Grace Village a public or private company?
Haciendas at Grace Village is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Haciendas at Grace Village founded?
Haciendas at Grace Village was founded in 2012. It employs 11 to 50 people.
Where is Haciendas at Grace Village based?
Haciendas at Grace Village is headquartered in Las Cruces, United States, in the North America region.
How does Haciendas at Grace Village make money?
Four revenue lines are on record. Residential Memory Care & Assisted Living Fees are the primary driver. The others are long-Term Care Insurance Billing, medicaid Revenue and private Pay.
Who are Haciendas at Grace Village's main competitors?
Broad incumbents on record are Five Star Senior Living, Atria Senior Living, Brookdale Senior Living and Sunrise Senior Living. Direct peers are Silverado Senior Living, Aegis Living, BeeHive Homes and Belmont Village Senior Living. Regional players are Watermark Retirement Communities and Legend Senior Living.
Does Haciendas at Grace Village have an API?
No public API is recorded for Haciendas at Grace Village.
What industry is Haciendas at Grace Village in?
Haciendas at Grace Village's product category is Senior Living and Memory Care Services. Its primary akta.pro industry code is HLADABAG, Large Campus / Multi-Building Assisted Living Communities, with a secondary code of HLADACAB, Memory Care Units within Assisted Living Communities. Its NAICS code is 623312 and its SIC code is 8050.