Morning Pointe Staff

About Morning Pointe Senior Living

Twenty years ago, Morning Pointe Senior Living was two guys working out of a garage with a dream of creating a different kind of assisted living model. Today the company has 30 locations across 5 states and 1,400 employees focused on one overarching mission: to provide the best possible care for seniors. As the company enters its third decade, its co-founders, Greg A. Vital and Franklin Farrow, continue to have ambitious plans for its growth and variety of services. “The last of the baby boomers will reach age 65 in 2029 and will represent 60 million people and more than 20 percent of the U.S. population,” says Vital. “About 70 percent of that 65-plus population will require some form of long-term care, including memory care. This change in the senior care industry offers us opportunities for growth as we open our arms to more families with complex aging needs.”

Greg A. Vital and Franklin Farrow Starting Morning Pointe

In 2017, its 20-year anniversary, the company continued its expansion plans. In December, Morning Pointe of East Hamilton, a three-phase senior living campus, was approved for the intersection of Ooltewah-Ringgold and East Brainerd roads. Morning Pointe already has six communities in the Tennessee Valley, one in Athens, two in Chattanooga, one in Hixson and two in the Ooltewah area where the corporate offices are also located. Extending beyond the Chattanooga area in Tennessee, Morning Pointe Senior Living broke ground on two new communities, The Lamplight at Morning Pointe Alzheimer’s Center of Excellence for early memory care in Franklin and Morning Pointe of Knoxville Assisted Living and Alzheimer’s Memory Care. It also celebrated the grand opening for another assisted living and Alzheimer’s memory care community: Morning Pointe of Spring Hill, the fifth community in Middle Tennessee.

In Kentucky, Morning Pointe celebrated grand openings for two new Alzheimer’s Centers of Excellence, The Lamplight at Morning Pointe in Louisville for early memory care and The Lantern in Russell. Both additions completed two senior living campuses which provide a continuum of care and more options for seniors as they age in their hometowns. As the company continues to evolve, so too are the services. “Our communities are continually changing to meet the needs of our residents,” Vital says. “The way we do assisted living today is not going to be the way we do it tomorrow,” adds Farrow.

“Evolving is key, because the baby boomers have very different needs and wants.” Morning Pointe communities are aesthetically pleasing and showcase a commitment to local history. State-of-the-art senior living facilities and highly trained staff provide the very best in senior care. For those living with Alzheimer’s, The Lantern at Morning Pointe offers soothing interiors, The Meaningful Day™ program, pet and cuddle therapy, innovative memory care services, and programmatic activity. To enhance its assisted living care, Morning Pointe has also added in-house physical, speech, and occupational therapy in most buildings, increased activities for life enrichment, and partnered with schools on intergenerational programming. Also, in 2017, it launched a new dining experience that will include farm-to-table, locally grown produce. The goal is to source 20 to 30 percent of a menu with fresh foods from local growers and farmers. “Offering fresh fruits and vegetables that provide greater nutrition is essential for our residents as many have chronic illness or weakened immune systems,” adds Vital. “Our job is to enhance our residents’ quality of life so they can enjoy their golden years in comfort and community.” Anticipating the growing needs of our aging population, in 2014 Vital and Farrow founded the Morning Pointe Foundation to educate the next generation of caregivers. Through partnerships with colleges and universities across Tennessee and Kentucky, the Foundation provides over 20 scholarship opportunities for nurses to pursue careers in senior care.

Mission and Values

To Residents

Morning Pointe communities are dedicated to providing services that enhance the wellness, lifestyle and enjoyment of senior living. Both Assisted Living and Alzheimer’s services are provided in a caring, secure environment that promotes hospitality and dignity while maintaining an independent quality of life.

To Community

Morning Pointe is dedicated to being a resource center for individuals and families challenged with senior living care decisions. Educational programs, specialized training and community involvement are utilized to ensure innovative and resourceful answers that meet the community’s needs. By being a good corporate citizen, Morning Pointe seeks to foster meaningful relationships with business leaders that will enhance the surrounding communities.

To Associates

Morning Pointe seeks to provide a work environment that supports the fulfillment of each associate. Innovative training and educational programs promote the wellness and lifestyle of each associate. Compassionate leadership will challenge each associate to meet and exceed career objectives while dedicating themselves to the service of others.

To Management

Morning Pointe management strives to be industry leaders and produce positive results. Innovative and creative managers are challenged to be good financial fiduciaries of all the resources entrusted to them. All decisions must reflect a Judeo-Christian ethic that supports a strong corporate culture and character.

Company Facts

  • Owner and operator of senior living communities and related services
  • Established in 1996
  • Corporate office located in Ooltewah, TN
  • 32 communities
  • 5 states including Alabama, Georgia, Indiana, Kentucky, Tennessee
  • Serving more than 1,600 residents and their families every day
  • 1,500+ employees
Greg A. Vital - Co-Founder, CEO and President of Morning Pointe Senior Living

A Message from our President

As the CEO of a senior living company that strives to be family for the aging and a true resource for adult children, I couldn’t be more proud of what Morning Pointe Senior Living accomplished in 2017.