Afton Park Place

What Afton Park Place does

Afton Park Place is a 120-bed long-term care facility located at 1200 Afton Drive in Sarnia, Ontario, licensed under the Ontario Long-Term Care Homes Act and operated as a wholly owned facility of S&R Nursing Homes Ltd. (part of S&R Group / Steeves & Rozema). The facility serves seniors requiring mild to high levels of daily assistance, with dedicated accommodations and programs for residents with cognitive impairment and Alzheimer's disease. Care delivery is built around a person-centered model anchored by the Life Story assessment completed at admission, which integrates personal history, routines, and preferences into individualized care plans.

The operational model layers specialized programs on top of standard long-term care services. These include the Snoezelen multi-sensory environment (described as the first of its kind among Sarnia long-term care communities), Montessori-Based Programs, Music and Memories (music therapy for cognitive impairment), Restorative Care, and Rehabilitative Nursing delivered in partnership with physiotherapy. The facility holds CARF Canada accreditation, is a member of the Ontario Long Term Care Association, and operates under the regulatory and funding oversight of the Ontario Ministry of Health and Long-Term Care.

Revenue is generated through two streams: provincial government funding for care services and government-regulated resident accommodation fees for basic and preferred (semi-private and private) rooms. Pricing is set by the Ontario Ministry of Long-Term Care and is not publicly disclosed. Admissions are coordinated through the South West Community Care Access Centre (LHIN/CCAC), which serves as the single point of access to long-term care information and admission across the region. Marketing is primarily event-driven and referral-based, relying on community outreach, facility tours, family and resident councils, and the professional reputation of the S&R Group across Southwestern Ontario.

Name

Afton Park Place

Legal name

S&R Nursing Homes Ltd.

Website

https://ltc.srgroup.ca

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

Afton Park Place is a 120-bed licensed long-term care facility in Sarnia, Ontario, operated by S&R Group, providing personalized residential and memory care to seniors through Ontario Ministry of Health-regulated funding and accommodation fees.

Ownership category

akta.pro rank

Product category

Long-Term Care / Nursing Home Services

NAICS

Nursing and Residential Care Facilities (623), Nursing Care Facilities (Skilled Nursing Facilities) (62311), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (6233)

SIC

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

akta.pro primary industry

Assisted Living with Memory Care (Mixed Campus) (HLADABAB)

Keywords

• Long-term care services
• Senior residential care
• Memory care facilities
• Nursing home services
• Personalized elder care

Headquarters

HQ city

Sarnia, Ontario

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Others

Revenue model

1. Government-Funded Healthcare Services: Provincial government-funded long-term care services through the Ontario Ministry of Health and Long Term Care. Services are regulated and funded under the Long-Term Care Homes Act. Facility is licensed by the Province of Ontario and participates in LHIN (Local Health Integration Network) service accountability agreements.
2. Resident Accommodation Fees: Government-regulated resident accommodation fees for long-term care services. Rates are set by the Ontario Ministry of Long-Term Care. Basic accommodation rates and preferred accommodations (semi-private and private rooms) with additional co-payment fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Afton Park Place operates a 120-bed long-term care home in Sarnia, Ontario providing personalized residential care for seniors requiring mild to high assistance with daily living, including specialized memory care for Alzheimer's and cognitive impairment. The facility delivers resident-directed care anchored in a Life Story assessment methodology and supported by specialized programs such as Snoezelen multi-sensory therapy, Montessori-Based activities, Music and Memories, and restorative and rehabilitative nursing. Services are licensed and regulated under the Ontario Long-Term Care Homes Act with monthly accommodation fees set by the Ontario Ministry of Long-Term Care.

Product overview

Afton Park Place operates as a long-term care facility within the S&R (Steeves & Rozema) Group of nursing homes in Southwestern Ontario. The facility offers personalized residential care with specialized programs including the Snoezelen multi-sensory room, restorative and rehabilitative nursing care, music therapy, and Montessori-based activities. Care is structured around resident-directed approaches using Life Story assessments to create individualized care plans. The organization maintains accreditation through CARF Canada and is licensed by the Province of Ontario, operating multiple facilities across the region.

Differentiator

Problem solved

Functional benefit

Brands

• Snoezelen Program: Multi-sensory environment program providing relaxation, leisure and enjoyment for residents with cognitive impairment. Available at Afton Park Place, Heron Terrace, and St. Andrew's Terrace.
• Music and Memories
• Montessori-Based Programs
• Continuous Quality Improvement - Road to Excellence Program (CQI)

Products and services

• Afton Park Place Long-Term Care

Quantifiable outcome

• Resident satisfaction through resident-directed care and Life Story integration
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Five partnerships are on record, tiered core, primary and minor.

• Ontario Ministry of Health and Long-Term CarecoreOthersRegulatory and funding partnership. Facility is licensed by the Province of Ontario and subject to Ministry inspection processes. The Ministry conducts annual Resident Quality Inspections (RQI) and sets accommodation rates. Open policy in place for transparency with inspection and compliance reports.
• Ontario Long Term Care AssociationcoreOthersProfessional association membership providing advocacy, best practices sharing, and industry representation for long-term care providers in Ontario.
• CARF CanadacoreOthersAccreditation partnership through which long-term care communities participate in the accreditation process. CARF Canada conducts external surveys and site visits to measure performance against national standards. Key areas examined include resident care, delivery of service, information management, human resource policies, and management of the environment.
• S&R Group (Steeves & Rozema)primaryStrategic or Co-development PartnerParent company operating multiple long-term care communities across Southwestern Ontario. Afton Park Place is one of the newest facilities in the S&R portfolio. Parent company provides corporate oversight, shared resources, best practices, and operational support across all locations.
• Lanark Place Retirement ResidenceminorOthersAdjacent retirement residence partnered with Lanark Heights Long-Term Care, physically linked to provide continuum of care. Similar model available at Twin Lakes Terrace adjacent location. Allows couples to transition between care levels without separating.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Revera: One of Canada's largest owners and operators of seniors' accommodation, including long-term care and retirement residences. Operates multiple Ontario LTC homes under the same provincial regulatory regime as Afton Park Place.
• Bayshore HealthCare: One of Canada's largest diversified health services providers with home care, specialty pharmacy, and community care services serving seniors. Adjacent rather than directly competitive — competes for similar seniors but in home/community settings vs. facility-based LTC.
• Chartwell Retirement Residences: Canada's largest senior living operator with retirement residences and long-term care communities across Ontario. Larger portfolio scale gives Chartwell superior procurement and staffing leverage, but its LTC segment competes head-to-head with Afton Park Place for the same Ontario resident base.

Direct peers

• Responsive Health Management: Ontario-focused operator and management company for long-term care homes, retirement residences, and community support services. Directly comparable in regulatory environment, resident acuity, and operational scale.
• Sienna Senior Living: One of Canada's largest licensed long-term care operators with 70+ senior living communities and skilled nursing residences across Ontario and British Columbia. Operates in the same Ontario LTC regulatory regime (Long-Term Care Homes Act, LHIN/CCAC admission system) and competes directly for government-funded beds and skilled nursing staff.
• Jarlette Health Services: Privately held Ontario operator of multiple long-term care and retirement homes. Similar ownership structure (private/family-held), similar multi-facility footprint, and same regulatory environment as Afton Park Place.
• Conmed Health Care Group: Canadian operator of long-term care homes and seniors' residences with Ontario presence. Operates under the same provincial LTC framework and competes for similar resident acuity levels and provincial funding.
• Southbridge Care Homes: Ontario-based operator of multiple long-term care homes. Comparable facility size, same Ontario LTC Homes Act licensure, and similar regional Southwestern Ontario footprint make it a direct operational and competitive peer.
• PeopleCare Communities: Ontario-based not-for-profit and for-profit operator of long-term care and retirement communities. Comparable facility size, same provincial licensing regime, and overlapping Southwestern Ontario service territory.
• Extendicare: Major Canadian provider of long-term care and senior living with a significant Ontario LTC portfolio. Operates under the same provincial funding and regulatory framework as Afton Park Place, with comparable bed-count facilities serving similar resident acuity profiles.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/afton-park-place

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries7 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 Afton Park Place