Capitol Lakes, Inc.

What Capitol Lakes, Inc. does

Capitol Lakes, Inc. is a non-profit 501(c)(3) Life Plan Community (Continuing Care Retirement Community) located at 333 W. Main Street in downtown Madison, Wisconsin, founded in 1975 and affiliated with Pacific Retirement Services since 2008. The community operates 273 residences across a full continuum of care on a single urban campus: 154 Independent Living apartments, 30 Assisted Living residences, 12 Memory Support residences, and 77 Skilled Nursing/Short-Term Rehabilitation accommodations. Residents gain access to an Aquatic & Wellness Center with three indoor pools, two on-site dining venues (Seasons restaurant and Henry Street Café), a Library and Technology Center, three rotating art galleries, chaplain services, and relocation coordination support.

The business model combines one-time entrance fees with recurring monthly service fees, plus direct-admission market rates for higher-acuity care. Independent Living entrance fees range from $120,500 to over $1,000,000 depending on apartment size and contract type (Traditional Plan vs 90% Refundable Plan), with corresponding monthly service fees of $3,652 to $10,191. Memory Support is priced at $10,791+ per month, and Assisted Living, Memory Support, and Skilled Nursing are available to outside direct admissions at market rates without an entrance fee. The non-profit structure means profits are reinvested into the community and residents are not subject to property taxes.

The go-to-market motion is sales-led, combining dedicated sales counselors, inside sales via department-specific phone lines, personalized campus tours, and event-driven community engagement targeting seniors and their families in the Madison metro area. Capitol Lakes is currently executing a $45 million Bassett Place expansion adding 49 premium independent living apartments (1,060-1,830 sq ft) in a 132,000-square-foot four-story building with underground parking, EV charging, an art studio, music/performance space, and a rooftop lounge; groundbreaking occurred July 1, 2025 with completion targeted for Fall 2027. A concurrent 3rd Floor Assisted Living/Memory Care conversion is expanding higher-acuity capacity to support aging-in-place across the existing resident base.

Name

Capitol Lakes, Inc.

Website

https://capitollakes.org

Company type

Private

Founded year

1975

Operating status

Operating

Short description

Capitol Lakes is a non-profit Life Plan Community in downtown Madison, Wisconsin, operating 273 residences across a full continuum of senior care — Independent Living, Assisted Living, Memory Support, and Skilled Nursing — with a $45 million expansion underway to add 49 apartments by Fall 2027.

Ownership category

akta.pro rank

Product category

Senior Living / Continuing Care Retirement Community

NAICS

Continuing Care Retirement Communities (623311), Continuing Care Retirement Communities and Assisted Living Facilities for the Elderly (62331)

SIC

Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Life Plan / Entrance-Fee CCRCs (HLADAEAA)

akta.pro secondary industries

Urban High-Rise CCRCs (HLADAEAG), Specialty CCRCs (e.g., Memory-Care-Focused, Veteran-Focused) (HLADAEAK), Independent Living within CCRC Campuses (IL Component) (HLADAAAF)

Keywords

• Senior living community
• Continuing care retirement
• Assisted living services
• Memory care support
• Skilled nursing rehabilitation

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Independent Living - Entrance Fees: One-time entrance fees paid when becoming an Independent Living resident. Amount varies based on apartment size, location, and contract type (Traditional vs 90% Refundable). Traditional Plan ranges from $120,500 to $571,100. 90% Returnable Plan ranges from $230,400 to over $1 million.
2. Monthly Service Fees: Ongoing monthly fees for Independent Living covering housing, dining allowance, housekeeping, transportation, fitness center access, utilities, cable, internet, and maintenance. Ranges from $3,652 to $10,191 depending on apartment size and plan type.
3. Memory Support - Monthly Rates: Memory care services with monthly rates starting at $10,791, including three meals daily, housekeeping, laundry, nursing services, personal care, medication management, emergency alert system, utilities, social programs, transportation, and 24/7 caregivers.
4. Higher Levels of Care - Direct Admission: Assisted Living, Memory Support, and Skilled Nursing available to non-residents at market rates through direct admission. No entrance fee required for these levels of care.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Capitol Lakes is a non-profit Life Plan Community (CCRC) in downtown Madison, Wisconsin that sells independent living apartments bundled with a full on-campus continuum of care (Assisted Living, Memory Support, Skilled Nursing, Rehabilitation, and Home Care). Residents pay an entrance fee plus recurring monthly service fees covering dining, housekeeping, transportation, utilities, fitness center access, and priority access to higher levels of care at discounted rates.

Product overview

Capitol Lakes is a non-profit Life Plan Community (CCRC) offering a full continuum of senior living services centered around Independent Living apartments. The community provides multiple residential options including Independent Living (one-bedroom, two-bedroom, and two-bedroom plus den apartments), Assisted Living, Memory Support, Skilled Nursing and Rehabilitation, and Home Care services. Residents enjoy extensive amenities including two dining venues (Seasons restaurant and Henry Street Cafe), an Aquatic and Wellness Center with three pools, Library and Technology Center, and three rotating art galleries. The community is currently expanding with Bassett Place, a $45 million project adding 49 independent living apartments. Total residences: 273 (154 Independent Living, 30 Assisted Living, 12 Memory Support, 77 Skilled Nursing).

Differentiator

Problem solved

Functional benefit

Brands

• Bassett Place: New expansion project featuring 49 independent living apartments in a four-story building with amenities including art studio, music space, rooftop lounge, and underground parking with EV charging.

Products and services

• Independent Living Independent living apartments offering one-bedroom, two-bedroom, and two-bedroom plus den floor plans with full kitchens, in-unit laundry, and access to all community amenities. Residents pay an entrance fee plus monthly service fee and receive priority access to higher levels of care at discounted rates.
• Assisted Living

Quantifiable outcome

• Zero lapse in continuum of care during expansion transition
• +2 more outcomes

Segments5 records

Ideal customer profiles4 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.

• Pacific Retirement Services (PRS)coreStrategic or Co-development Partner · 1 January 2008Capitol Lakes joined the Pacific Retirement Services family of communities in 2008. PRS is a non-profit organization headquartered in Medford, Oregon, formally incorporated in 1991. PRS develops, operates, manages, and markets over 40 retirement communities and service organizations across seven states. PRS provides leadership, operational support, marketing resources, and shared services including a unified job portal (jobs.prsliving.org). The partnership enables Capitol Lakes to leverage PRS's scale while maintaining local community identity.

Scale indicators6 records

Recent moves9 records

Expansion highlights4 records

Regional players

• Heritage Senior Living: Wisconsin-based operator of multiple senior living communities spanning independent living, assisted living, and memory care — comparable continuum-of-care model and regional presence serving overlapping Wisconsin senior demographics.
• Masonicare: Connecticut-based non-profit CCRC offering independent living, assisted living, memory care, and skilled nursing under entrance-fee contracts — comparable non-profit Life Plan operating model and continuum-of-care offering.

Broad incumbents

• Atria Senior Living: National senior living operator focused on independent living, assisted living, and memory care for affluent seniors — directly comparable urban / amenity-led positioning and resident demographic to Capitol Lakes.
• Brookdale Senior Living: Largest U.S. senior living operator with independent living, assisted living, memory care, and skilled nursing across hundreds of communities — a broad incumbent comparable on product breadth and customer demographics, though for-profit and not CCRC-structured.
• Front Porch: Non-profit operator of multiple CCRC / Life Plan communities, primarily on the West Coast — closely comparable non-profit, multi-community operating model and entrance-fee structure.
• Life Care Services (LCS): One of the largest CCRC / senior living management companies in the U.S., managing a national portfolio of Life Plan, assisted living, and skilled nursing communities — comparable CCRC management and operating model at scale.
• Sunrise Senior Living: National senior living operator with a large footprint of assisted living and memory care communities — comparable continuum-of-care offering and target customer segment (affluent seniors), though for-profit and without CCRC entrance-fee contracts.
• Covenant Living: Large non-profit CCRC operator with communities across multiple states, offering a full continuum of care under entrance-fee Life Plan contracts — analogous to the PRS / Capitol Lakes structure at much broader national scale.

Direct peers

• Oakwood Village University Woods: Madison-based non-profit Life Plan / CCRC offering independent living, assisted living, memory care, and skilled nursing on a single campus — the closest direct peer in the same metro, competing head-to-head for downtown and Madison-area affluent seniors.
• Attic Angels: Madison, WI non-profit senior living community providing independent living, assisted living, memory care, and skilled nursing on a single campus — directly comparable CCRC model in the same primary market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/capitol-lakes-retirement-community

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries1 record

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 Capitol Lakes, Inc.