Morning Pointe Staff

About Morning Pointe Senior Living

When Greg Vital and Franklin Farrow started Morning Pointe Senior Living in Chattanooga, TN back in 1996, they didn’t even have a computer.  “We had absolutely nothing – no letterhead, no pencils,” Vital recalls. “All we had was a business plan and our last paychecks from our former employer.”

Greg A. Vital and Franklin Farrow Starting Morning Pointe

At the time, Vital was 39 and Farrow was 26. After years of working together in senior living, the duo was excited to break into the growing industry with a new venture. Their mission was to provide a different type of senior care than the nursing home model they were accustomed to, and their initial goal was to develop a half dozen brick and mortar communities for senior living services. But first, they had to purchase a computer. So they ordered one by mail, loaded up QuickBooks, and got to work.

Fast-forward 21 years. Today the company has 31 Locations (more in the works) serving 1600 residents, 1,500 associates, and an IT and accounting department that looks…a lot different.

From Concept to Creation How did a dream turn into one of the most successful assisted living providers in the southeast? One goal at a time, Farrow says. “It was kind of like the children of Israel out in the desert. When the cloud moved, we went forward. When it stopped, we waited.” The duo ran their start-up business plan by their mentors, well-respected and successful entrepreneurs in Chattanooga. Suggestions were given, and revisions handed down.

At first, the plan was to only be developers of senior housing. But after the six buildings were finished, they changed their minds and decided to make a permanent commitment to the communities they served. “We realized that to provide the best possible service, we needed to assemble a management team and provide our own operations,” Vital says. Thus, Morning Pointe Senior Living was born.

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.