E
dison Equity Residential has introduced Serenova Concierge Communities, a new senior‑living brand that blends freedom, convenience and social engagement for baby boomers. In a joint venture with Arctrust, the first Serenova site will open at Woodforest near Houston. The development targets adults 55 and older who need more support than independent living but less than assisted care, according to Chief Investment Officer Brett Magnuson.
Woodforest will feature 133 upscale one‑ and two‑bedroom apartments on four stories and 32 private villas with attached garages. Construction is slated for 18‑24 months, with the villas finished in 12 months. Residents are expected to move in during the first quarter of 2027, and Edison will manage the property in‑house.
Edison already operates Champions Cove, a senior‑living community in Duncanville, Texas. With Serenova, the company sought to create a distinct brand that emphasizes lifestyle and independence rather than the traditional “senior” label. Magnuson explained that many older adults resist moving into places that highlight assisted living or memory care, so Serenova focuses on independence and a modern, age‑restricted environment.
Each Serenova community will employ three full‑time concierges—a director and two specialists in wellness, social programming, technology support, and transportation. The concierges will actively listen to residents’ wishes and have discretionary funds to enhance experiences, such as sending flowers to a resident with visiting family. Magnuson noted that the concierge role differs from the conventional activity director, offering a more personalized service.
The brand anticipates that many residents will continue part‑time work or volunteer, so events and social gatherings will accommodate evening schedules. A “one‑stop digital hub” app will allow residents to pay rent, reserve transportation, book restaurant reservations, purchase market items, and message the concierge team. The app also facilitates neighbor and staff communication and access to wellness partners or concierge doctors, with staff support for less tech‑savvy users.
Dining at Serenova moves away from a traditional hall toward a high‑end, restaurant‑style venue, a separate bar and pub, and grab‑and‑go bistro options. Residents can dine whenever they wish, with family‑friendly choices and flexible use of dining credits under an all‑inclusive fee structure. The all‑inclusive model also bundles bi‑weekly housekeeping, trash pickup, and other amenities, aiming to simplify monthly billing and appeal to boomers who value predictability. Concierges will transparently explain taxes, insurance, and maintenance costs to demonstrate the value of the community.
Looking ahead, Edison plans additional Serenova sites within larger master‑planned developments in Dripping Springs and Harvest Green, Texas. Magnuson said the timing is right amid a shortage of new supply, and that the company’s patience over the past three years has positioned it for success.
Companies involved: Arctrust, Edison Equity Residential. The article was written by Austin Montgomery of Senior Housing News.
