Virginia United Methodist Homes, Inc. Becomes “Pinnacle Living”

June 23, 2017

RICHMOND, VA–Effective June 19, Virginia United Methodist Homes, Inc., will change its name to “Pinnacle Living,” reflecting its long-standing commitment to better serve its senior living residents.

Founded in 1948 by leaders of the Virginia Methodist Church, the organization has grown from a single community to seven communities across Virginia. Pinnacle Living is home to more than 1,240 residents in Richmond, Williamsburg, Roanoke, Norfolk, the Eastern Shore and Northern Virginia. It employs more than 1,000 team members.

“We realized our former name simply did not reflect who we are today,” explained Christopher P. Henderson, president and CEO. “Today’s seniors are more active and engaged. The people we serve want the very best out of life. For the last several years, we have been working to create a culture where age does not define a person. Our new name better represents our focus to provide the very best in partnership with our residents, their families and our team.”

The organization invested a great deal of time listening to current and future residents and conducted consumer research regarding perceptions of its communities. Among the findings was a strong negative perception to the word “homes” in the former name. Today’s seniors don’t want to live in a “home.” And many incorrectly assumed membership in The United Methodist Church was required to live or work in the organization’s communities.

“We want to make it clear that we have always – and will continue – to welcome people of all faiths,” said Henderson.

The name change and accompanying graphic design will roll out over the next few weeks, and continue for several months.

“We are proud of our heritage, and will continue to operate as a mission-driven, faith-based organization,” said Henderson. “Our new name positions us for the future as we strive to better serve the next generation.”