Message from our President

Older residents, a changing workforce, low unemployment and a competitive senior living industry made for an exciting 2019. I am happy to say Morning Pointe Senior Living continues to step up to meet the challenges and exceed expectations, disrupting the marketplace while growing our overall brand and reputation.

Still, the more our industry changes, the more it stays the same. We know at the core of Morning Pointe’s 23 years of success is never wavering on the delivery of a solid product that offers good value for our seniors and their families. We understand the importance of customer service and a level of quality that can only be delivered by our very own Morning Pointe associates. 

In 2019, Morning Pointe continued to expand its footprint opening new senior living communities in Knoxville, TN and making our mark even larger in the Tennessee Valley with our sixth location – Morning Pointe of East Hamilton in Ooltewah. We broke ground on two additional Lantern Alzheimer’s Centers of Excellence in Knoxville and Spring Hill, TN. Both opened in the spring and summer of 2020.

Morning Pointe reinforced its clinical focus providing more leadership for all of our directors of nursing and paying for each of them to become specially-certified gerontologists to better serve our residents. We brought in Steve Craver with his 2-3-1 Sales Marketing Focus and training, and we strengthened our executive and regional sales teams. 

There is a lot to celebrate across our footprint. Many Morning Pointe Senior Living communities continue to maintain a high occupancy as we set a record for the most reaching 100% customer satisfaction. 

Every time we look ahead, I always look back, as I know we would not be where we are today without a strong adherence to our core values as a Judeo-Christian, family-focused company with a mission of service to our seniors. We Are Better Together.


Greg A. Vital, President and CEO