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Image Source: Lancaster Downtowners
When most people think about retirement, their thoughts likely wander to places in Florida. There’s a reason for that — and it’s not just because of the warm weather.
When the Rosen brothers developed Cape Coral, Florida back in 1957, they marketed heavily to future retirees, explained City Councilman Tom Hayden.
“The Rosen brothers were really good salesmen, and they did an immense advertising campaign in newspapers and magazines,” he said. “They would fly airplanes with prospective buyers, drop a bag of flour, and where it landed is where you bought.”
Times have changed when it comes to picking out property. But the drive to attract retirees to a community is just as great — if not more so. By 2030, everyone in the Baby Boomer generation will be over the age of 65, according to the U.S. Census. Known as the “gray tsunami,” this influx of retirees is estimated to reach 73 million, with 10,000 people reaching 65 years old every day. Members of Generation X aren’t too far behind.
This tsunami is an economic boom for communities where retirees choose to spend their later years. The U.S. Bureau of
Labor Statistics reports that retirees spend around $50,000 a year on food, housing, clothing, transportation, healthcare, and entertainment. That means for every 20 retirees who move to your city, that’s $1 million in new spending — benefiting both local businesses and public coffers.
What’s more, medical technology and a modern understanding of health have extended the average life span. These folks are looking for a place to live out their increasingly longer and more active golden years. In turn, elected officials from around the nation are looking to places like Florida with a successful history of attracting retirees.
Councilman Hayden said that marketing still plays a big role in letting people know about safe cities with plenty of relatively affordable amenities. He recommends reaching out to national retiree groups and publications focused on retired life to share the good news about your location.
Image Source: Lancaster Downtowners
However, he and his fellow council members have discovered that the same things that attract retirees also attract families. The city council even created a youth council to infuse a more diverse perspective into creating a plan for the city’s future. They feel that a youthful perspective can have an impact on retirees as well as younger generations. After all, retirees also seek vibrant communities, according to Hayden.
“You’ll find that people who retire want to stay involved with education. They want to go to the parks, and they want to experience downtown and the new restaurants coming in,” he said. “They’re part of that heartbeat that started 60 years ago and continues to beat now.”
More than 30 percent of Baby Boomers volunteer their time, racking up 2.2 billion hours of service worth an estimated $54.3 billion, according to the most recent AmeriCorps report on Volunteering in America. When they move in, they make a difference.
But what if your city isn’t blessed with miles of sunny beaches and temperatures in the mid-70s in the middle of winter?
Councilwoman Janet Diaz of Lancaster, Pennsylvania said that plenty of retirees don’t mind hunkering down for a cozy few days when the weather turns blustery.
The reasons are clear: her town has relatively low building costs, making it an attractive location for developers to create a range of assisted living facilities and 55+ neighborhoods that foster the kind of welcoming community that retirees appreciate. Elected officials often negotiate with developers to diversify their offerings so they don’t price out those on a fixed income.
“The cost of living isn’t so high here,” she said. “The county offers an abundance of senior housing options, and the prices and amenities are diverse. You have the city, and you also have the Amish farming that attracts people with their fresh foods.”
It helps that Lancaster is nestled between some of the bigger metropolitan communities but features a lower tax rate. Retirees interested in a walkable community can move downtown and walk to local grocery stores and the nation’s largest indoor farmer’s market. For entertainment, they can take in a show at the historic theater or enjoy a meal in one of the city’s growing number of restaurants.
There’s even a nonprofit group called the Lancaster Downtowners, who organize events for area retirees. Councilwoman Diaz said city officials can work with private and nonprofit partners to help draw in retirees.
Image Source: Lancaster Downtowners
“There are always activities everywhere,” Councilwoman Diaz said. “You have days when you’ll settle in. Other days, even when it’s brisk, you can take a walk. In Florida, it rains all the time.”
Indeed, Hurricane Ian was a category 5 hurricane that made a direct hit to Cape Coral in 2022. Still, Councilman Hayden said around 3,000 people are moving to the area every year. While no bags of flour are being dropped, there is still plenty of land available. He said the town is still just over half built out.
Today’s average lifespan in the United States is 77.5 years, according to the U.S. Centers for Disease Control and Statistics. That’s still plenty of time for new retirees to enjoy the good life — however they choose to define it.
Hayden said that may mean being a “snowbird” — the term for retirees who own two homes and move when the weather suits them. That presents real opportunities for officials throughout the nation to put out the welcome mat for the older generations, but it takes planning on the part of the city leaders to make it happen.
“Don’t stagnate,” Hayden recommended. “You can look to the future and see what you want your city to become. Everyone should be thinking about how to create a community that welcomes our senior population.”
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