What Hearts & Minds Activity Center does

Hearts & Minds Activity Center is a California-based nonprofit founded in 1984 and headquartered at 2380 Enborg Lane, San Jose, operating the first large-capacity, dementia-specific adult day program in the United States. The organization serves adults living with all stages of dementia (including Alzheimer's disease) through an Adult Activity Center program with capacity for up to 150 members daily, Monday through Friday, in four program areas differentiated by functional ability level, supported by Certified Dementia Practitioners, multilingual staff, a registered nutritionist, and a ¼-acre secure backyard including Grandma's Garden. Care components include cognitive and social activities (arts, music therapy, gardening, cooking, pet therapy, exercise, meditation), personal care assistance, medication support, and intergenerational programming with children.

Since 1992, the organization has co-located a licensed childcare center serving children ages 2 through entry-level first grade, creating a daily intergenerational model in which adult day members and children participate jointly in gardening, storytime, singing, dancing, arts and crafts, cooking, and games. A Caregiver Support Program offers free Dementia Care Strategies Group and weekly virtual caregiver group sessions, and a curated Caregiver Resources directory refers families to the Alzheimer's Association, Family Caregiver Alliance, residential memory care providers (Palm Villas, Sonnet Hill, Brookdale, Sunrise), and in-home care (The Key).

Revenue is generated through a hybrid model combining monthly subscription-style program fees (not publicly disclosed; minimum three-day-per-week enrollment required for both adult and childcare programs), foundation grants (Sourcewise, El Camino Health Foundation, California Department of Aging, County of Santa Clara, Silicon Valley Community Foundation), annual gala sponsorships, and individual donations including planned giving via wills, IRA distributions, and life insurance policies. Marketing and distribution run primarily through community referrals, the website, email newsletter, Facebook, and earned media including Stanford Social Innovation Review and NBC Bay Area News coverage. Day-to-day participant and family communication is delivered via the third-party STORIICARE family engagement platform. The organization is led by CEO Maria Nicolacoudis (since April 2016) and governed by a board of directors including Vikas Duvvuri (President), Diana Hwang (Vice President), Michael Ottoboni (Secretary), and Kevin Cuccias (Treasurer).

Name

Hearts & Minds Activity Center

Legal name

Hearts & Minds Activity Center

Website

https://heartsandmindsactivitycenter.org

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

11–50 employees

Short description

Hearts & Minds Activity Center is a San Jose, California-based nonprofit founded in 1984 that operates a dementia-specific adult day program for up to 150 members daily, a licensed childcare center for ages 2 through first grade, and free caregiver support services, uniquely co-locating adult day services and early childhood education on one site for daily intergenerational programming.

Ownership category

akta.pro rank

Product category

Adult Day Care and Early Childhood Education Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Services for the Elderly and Persons with Disabilities (62412), Child Care Services (6244)

SIC

Services-Nursing & Personal Care Facilities (8050), Services-Child Day Care Services (8351), Services-Social Services (8300)

akta.pro primary industry

Adult Day Memory Care Programs (Dementia Day Care/Day Health) (HLADACAH)

akta.pro secondary industries

Alzheimer’s & Dementia-Specific Adult Day Programs (HLADAIAC), Caregiver Support & Education Programs (Center-Based) (HSABANAN), Dementia Personal Care (ADLs) Support (HSABAEAB), Behavioral Health & Cognitive Support Day Programs (Geriatric Mental Health) (HLADAIAF)

Keywords

• Dementia adult day care
• Licensed childcare programs
• Intergenerational care services
• Caregiver support programs
• Nonprofit senior services

Headquarters

HQ city

San Jose

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Program Fees: Fees paid by families for adult day services and childcare programs. Program fees are not publicly disclosed and require calling the center for details.
2. Foundation Grants and Corporate Sponsorships: Funding from foundations including Sourcewise, El Camino Health Foundation, California Department of Aging, County of Santa Clara, and Silicon Valley Community Foundation. Additional support from gala sponsors and corporate partners.
3. Donations and Legacy Giving: One-time or monthly donations from individuals, corporate matching gift programs, and planned giving options including gifts in wills, IRA distributions, and life insurance policies.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Hearts & Minds Activity Center is a nonprofit that operates a dementia-specific adult day program and a licensed childcare center on the same site in San Jose, California. The center serves up to 150 adult members daily with customized cognitive, physical, and social activities designed to slow cognitive decline, alongside a licensed childcare program for children ages 2 through entry-level first grade. Its distinguishing feature is a daily intergenerational programming model that brings adults with dementia and young children together for shared activities.

Product overview

Hearts & Minds Activity Center operates as a multi-service care organization offering three core programs: the Adult Activity Center (a dementia-specific adult day program serving up to 150 members daily with cognitive and social activities), the Childcare Center (a licensed early childhood education program for children ages 2 through first grade), and the Caregiver Support Program (free support groups and educational resources for dementia caregivers). The center uniquely integrates these services through daily intergenerational activities where adults with dementia interact with children. Operations are supported by the STORIICARE family engagement platform.

Differentiator

Problem solved

Functional benefit

Brands

• Adult Activity Center: Specialized adult day program for individuals with dementia providing cognitive, social, and physical activities
• Childcare Center

Products and services

• Adult Activity Center A dementia-specific adult day program providing individualized care and enriching activities for adults living with all levels of dementia, including Alzheimer's disease. The center features four program areas designed for different functional abilities, a 1/4-acre backyard, and daily activities including arts and crafts, music therapy, gardening, cooking, pet therapy, and exercise programs. It serves up to 150 members daily Monday through Friday.
• Childcare Center A licensed childcare center serving children ages 2 through entry-level first grade, using a play-based, developmentally appropriate approach. Features weekly themed activities, art, music, storytime, sensory play, outdoor exploration, cultural celebrations, and kindergarten readiness support. Children participate in daily intergenerational activities with adult day program members.
• Caregiver Support Program Free caregiver support services including peer-driven support groups, weekly virtual caregiver groups, and dementia care education. Programs include the Dementia Care Strategies Group led by CEO Maria Nicolacoudis and weekly virtual sessions facilitated by Tami Anastasia, MA.
• Caregiver Resources A curated directory of trusted organizations, services, and referrals supporting caregivers and families throughout Santa Clara County. Includes links to Alzheimer's Association, Family Caregiver Alliance, UCLA caregiver training, and various service partners including care homes, in-home services, and transportation providers.

Quantifiable outcome

• Caregivers consistently report reduced stress, improved confidence in caring for their loved one, and a delay in nursing home placement
• +2 more outcomes

Named customers2 records

Segments3 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 minor.

• Kallidus GroupminorOthersKallidus Group developed and donated the Hearts & Minds website. Principal Tori Muir is a donor and supporter.
• Palm VillasminorOthersResidential memory care provider recommended to families when symptoms of dementia reach a point where home care is no longer possible.
• Sonnet HillminorOthersResidential memory care provider recommended to families for continued care when adult day program is no longer sufficient.
• Brookdale Senior LivingminorOthersNational senior living provider recommended as a residential care option for families.
• Sunrise Senior LivingminorOthersSenior living provider recommended as a residential care option.
• The Key (In-Home Care)minorOthersIn-home care provider recommended for nights and weekends when Hearts & Minds is not available.
• Alzheimer's AssociationminorOthersFeatured resource partner providing education events, caregiver trainings, ALZConnected community, and ALZNavigator tool. Hearts & Minds links to their resources.
• Family Caregiver AllianceminorOthersBay Area caregiver resource center providing events, classes, and support. Hearts & Minds refers families to their services.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Brookdale Senior Living:
• Sunrise Senior Living: National senior living provider with dedicated memory care neighborhoods. Listed by Hearts & Minds as a residential referral option and competes for the same dementia-affected families seeking higher-acuity care.
• Alzheimer's Association: National nonprofit leader in Alzheimer's/dementia care, education, and research. Resource and referral partner of Hearts & Minds; broadly comparable mission serving overlapping families affected by dementia at much larger national scale.

Regional players

• Institute on Aging: San Francisco-based nonprofit providing a range of services for older adults including adult day programs and caregiver support. Comparable mission, scale, and Bay Area footprint to Hearts & Minds.
• On Lok: Bay Area-based nonprofit operating the PACE (Program of All-Inclusive Care for the Elderly) model serving frail seniors including those with dementia. A regional peer addressing the same population in the same geography with a different (more clinically integrated) delivery model.
• Aegis Living: West Coast-focused assisted living and memory care operator headquartered in the Pacific Northwest with significant Bay Area presence. Comparable as a regional memory care provider for dementia patients in the same geographic market.
• Sourcewise: Santa Clara County's Aging and Disability Resource Connection (ADRC) provider and a current funding partner. Comparable as a regional aging-services backbone organization serving overlapping populations in the same geography.
• TheKey (formerly Home Care Assistance): In-home care provider recommended by Hearts & Minds for nights/weekends. Competes for the same dementia-family clientele with a complementary, home-based delivery model in the same Bay Area geography.

Direct peers

• Family Bridges: Operates adult day health centers serving Asian and other seniors in the Oakland/East Bay region with dementia and elder care programming. Most directly comparable to Hearts & Minds as another Bay Area nonprofit running adult day programs for elderly participants.
• Family Caregiver Alliance: Bay Area-based nonprofit providing caregiver support services, education, and resources—the same mission component Hearts & Minds delivers through its caregiver support program. Mutual referral partner and serves overlapping family caregivers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/HeartsandMindsSJ

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 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 Hearts & Minds Activity Center