Morning Pointe Staff

About Morning Pointe Senior Living

Founded in 1996, Morning Pointe Assisted Living is a Chattanooga, Tennessee-based senior healthcare services company. As a leader in the industry, we develop and manage over 32 Morning Pointe® Assisted Living, Senior Living/Personal Care and The Lantern Alzheimer’s Memory Care Center of Excellence communities. We are a growing assisted living company and are located in five southeastern states including Tennessee, Kentucky, Georgia, Alabama and Indiana. Morning Pointe is  proud to employ so many dedicated and passionate associates who want to serve in the senior living field. Our growing workforce now exceeds 1600, thanks to our leaders and founders, Greg A. Vital, CEO and Franklin Farrow, COO.

Greg A. Vital and Franklin Farrow Starting Morning Pointe
Morning Pointe Quality Care

The goal of Morning Pointe Assisted Living, Senior Living/Personal Care and The Lantern Alzheimer’s Center of Excellence every day is to create Meaningful Days for the seniors we serve. Our mission is to be the provider of choice. And as such, we deliver exceptional resident-focused, around-the-clock care along with a full spectrum of medical partnerships. As a growing assisted living company, we are constantly challenging ourselves to incorporate the latest in medical care, research, technology and programming – for you and your aging loved one.

Morning Pointe Assisted Living is here when you can’t be.  We provide private apartment living in a home-like environment. Our trained nurses serve with servant hearts enabling us to meet the changing medical needs of your loved one today and every day. We understand you don’t want to worry. In addition to quality care, we understand the importance of quality days. That is why our trained associates connect with every resident creating engaging activities that promote an active and independent lifestyle – it’s all part of the Morning Pointe way. Together with the support of family and friends, residents find they are able to live life to the fullest.

Greg A. Vital and Franklin Farrow starting Morning Pointe Senior Living

The goal of Morning Pointe Assisted Living, Senior Living/Personal Care and The Lantern Alzheimer’s Center of Excellence every day is to create Meaningful Days for the seniors we serve. Our mission is to be the provider of choice. And as such, we deliver exceptional resident-focused, around-the-clock care along with a full spectrum of medical partnerships. As a growing assisted living company, we are constantly challenging ourselves to incorporate the latest in medical care, research, technology and programming – for you and your aging loved one.

Morning Pointe Assisted Living is here when you can’t be.  We provide private apartment living in a home-like environment. Our trained nurses serve with servant hearts enabling us to meet the changing medical needs of your loved one today and every day. We understand you don’t want to worry. In addition to quality care, we understand the importance of quality days. That is why our trained associates connect with every resident creating engaging activities that promote an active and independent lifestyle – it’s all part of the Morning Pointe way. Together with the support of family and friends, residents find they are able to live life to the fullest.

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
  • 30+ communities
  • 5 states including Alabama, Georgia, Indiana, Kentucky, Tennessee
  • Serving more than 1,600 residents and their families every day
  • 1,400+ 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.