Message from our President

Every year is the year of the resident. For 21 years, we have celebrated each other together. With our growth across the Southeast and the face of senior living changing, two things have remained the same: the two founders, Franklin Farrow and myself, who had a vision to create a better life for aging seniors and their families, are still involved in the day-to-day operations of a senior living company that is now 32 communities strong, serving 1,600 residents and 1,500 associates. We remain dedicated to our mission.

Our number one resource is our people. In 2018, we celebrated our associates as they “Made Their Mark,” going above and beyond in their passion to serve. As we grew, so did they. This past year, we introduced a number of educational trainings for all community directors. As regional leaders in senior living, we have laid the groundwork for a bright 2019 with major leadership changes, bringing together the power of operations and marketing.

In 2018, Morning Pointe Senior Living celebrated three major developments. We completed the full senior living campus in Franklin, Tennessee with the addition of The Lantern at Morning Pointe Alzheimer’s Center of Excellence. We celebrated the groundbreaking of our sixth assisted living and memory care community in the Tennessee Valley— Morning Pointe of East Hamilton. We also broke ground on our first assisted living and Alzheimer’s memory care community in Knoxville, Tennessee, adding to our footprint in the Smoky Mountain region. Look for more expansion news coming in 2019 around the key metropolitan areas of Knoxville and Nashville. With 10 “Best of the Best” senior living awards under our belt and recognition by Argentum as one of the top 125 providers of senior care, Morning Pointe has set the stage for expansion into independent living as we adapt to the needs of the growing senior population.

And as we use the power of big data to refine our care services, food programs, therapy models, and business systems, extending our residents’ quality of life, Morning Pointe Senior Living continues to engage in unique programs that celebrate our residents and the greater senior population. 2018 saw the introduction of “Seniors Got Talent” to Middle Tennessee at the historic Franklin Theatre in downtown Franklin. The 10-year-old talent show competition that started at Morning Pointe of Hixson (TN) is now spreading across the Southeast with much excitement. While we spotlight the talents of seniors, we are also working to raise awareness of and funding for the Morning Pointe Foundation and its mission to provide nursing scholarships and caregiver support.

2018 marked the fifth year of the Foundation’s progress. Already, 28 scholars have benefited from educational grants to further their studies in the fields of nursing and senior living. The Morning Pointe Foundation announced two new scholarship opportunities at Eastern Kentucky University in Richmond, Kentucky and at Shelton State Community College in Tuscaloosa, Alabama.

We are once again reminded of the power of our people—our residents and associates. With our Judeo-Christian beliefs at the core of our mission and our desire to make a difference, nothing is impossible. We are Morning Pointe. What matters to you, matters to us.

Thank you for your continued support, your investment, and your commitment to our mission.


Greg A. Vital, President and CEO