Leisure World Arizona sets standard

One thing East Mesa is not short of is adult communities. However, one community claims to stand out as being the progressive example for all others: Leisure World.

Members of the almost 40-year-old community have been reinventing Leisure World by expanding facilities, adding new programs and classes, and most recently marketing to the 45- to 54-year-old crowd.

"A couple of years ago we had a drive in here to lower our age limit to 45 and it passed in over half of our plats, " said Elanor McLester, president of the Leisure World Community Association. "We also have an ex-employee and ex-board member who are going to concentrate on getting the rest of the plats passed. "

Leisure World is defined as an age-restricted community specifically aimed at residents 55 and older. Under the Fair Housing Act, the housing must include at least one person 55 or older in 80 percent or more of the occupied units.

Under Leisure World's old rules, 45-year-olds could occupy the remaining 20 percent only if they lived with someone at least 55. The new laws do not require the younger residents to have a household member at least 55.

Of Leisure World's 27 plats, 18 have passed the new age minimum.

"I thought it was wonderful to say we will now allow 45-year-olds in here without a senior citizen to supervise them because they seem to be able to handle their lives pretty well, " Ms. McLester said. "It's been a very positive experience. We've gotten wonderful younger people in here who play golf and volunteer and are active in lots of things. "

According to Leisure World Activities Director Jan Zale, the average move-in age has lowered from 72 to 68 in the past five years.

"We're definitely becoming a younger community, " Ms. Zale said. "The new retiree face is getting younger. We have to tap into that market to be attractive to these younger retirees, which we are doing through amenities like our fitness center and our computer lab. We've been the best kept secret for years in active adult living. "

Ms. McLester said one of the reasons for attracting younger people is they tend to be more active.

"As our residents age, we get less volunteering, and we do lots of activities with volunteers. We need younger people here to support our golf, tennis and activities," Ms. McLester said.

A private, gated community on one of the biggest county islands in East Mesa, Leisure World has more than 2,600 residences, 25 percent of which are condominiums.

Mike Atkinson, a member of Leisure World"s Marketing and Long-Range Planning committees, said he has noticed younger people become permanent residents after visiting other community members or using the facilities.

"Our amenities like the golf courses and tennis courts attract people who are living in other communities in the East Valley area, " Mr. Atkinson said. "They come in here to enjoy the amenities and end up staying. "

The Leisure World marketing committee agrees the Boomer generation is a distinct profile of retirees who are looking for certain features in an adult community. In addition to a long list of clubs, activities, sports and fitness facilities and classes, Leisure World also has wireless fidelity, or Wi-Fi, zones that allow people to connect to the Internet anywhere in the community, a comprehensive Web site and its own cable television channel to broadcast board study sessions and meetings for residents. Ms. Zale said exercise classes and activities are being offered at more flexible times to accommodate working residents.

Leisure World also has its own in-house real estate company, which accounts for the majority of sales in the neighborhood. Profits from home sales have helped fund new facilities, like a luxury fitness center and community clubhouse.

However, the committee realizes more can be done to appeal to younger residents.

"A lot of facilities need to be updated, " said Max Bromell, Leisure World Community Association treasurer and member of the marketing committee. "The board is looking 10-15 years down the road. Not everyone here in Leisure World says "I don't give a [darn] what the place will look like 25 years from now because I'm going to be dead." Some of us want to keep it nice for the next 50 years."

The marketing committee believes Leisure World sets an example for other East Mesa adult communities, which always want to know what the neighborhood is doing.

John Lippert, community manager of Sunland Springs Village, 2233 S. Springwood Blvd., said most of the people moving into the community are 55 or older, though he can see the reason for younger residents.

"Residents get old and need help from someone younger, " Mr. Lippert said. "Also, the marketing part is that communities like to have younger people to keep activities going."

In addition to helping with activities, Mr. Bromell said younger move-ins often boost property values.

"Another advantage of the younger people coming in here is you will see an awful lot of remodeling of the homes, which enhances the quality of the community overall. That's an asset to the community, " Mr. Bromell said.

J.B. Moore, member of the Leisure World Marketing Committee said younger residents are well received for the most part.

"With our size, you're not going to have complete harmony at any time, but what we strive to do is have the best interest of Leisure World as a whole," Mr. Moore said. "We try very hard to do the best we can for the community as a whole."

At 20 percent, nearly 500 of the Leisure World residences are allowed to be as young as 45. Ms. McLester said this is not anything new for the community.

"45-year-olds have been here forever, they just had a senior citizen with them, calming them down or something," Ms. McLester said.

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News Editor Vanessa White can be reached at (480) 982-7799 or vwhite@newszap.com.