Chattanooga, Tenn. (August 22, 2025) — Morning Pointe Senior Living is proud to announce that Samantha Parker, Community Relations Director at Morning Pointe of Hixson Assisted Living and Memory Care, has been named the 2025 recipient of the Assisted Living Facility Service Excellence Award, presented by the Tennessee Health Care Association (THCA) during the THCA/TNCAL Convention & Trade Show in Nashville.
The award recognizes individuals who go above and beyond to make their community a better place for residents, staff, and families alike. Samantha was honored for her compassionate leadership, creativity, and devotion to building meaningful connections at Morning Pointe of Hixson.
One of Samantha’s most cherished projects is the Monarch Watch butterfly program, which she first began in college and later brought to the Hixson community. Residents join her in planting milkweed, caring for caterpillars, and experiencing the joy of butterfly releases. “Every morning when I walk in, there will be residents sitting out by the cage, watching the caterpillars grow,” Parker said. “When the butterflies hatch, they act like labor and delivery nurses—watching the whole process deeply. It’s beautiful to see how something so simple brings such joy and meaning.”
Connected to her own military family, Samantha is also a tireless supporter of veterans. With the help of residents, she helped create Morning Pointe of Hixson’s Veterans Wall, a permanent tribute to honor those who served. She also volunteers year-round with service members, keeping gratitude at the forefront of her work.
Her creativity extends throughout the community. From organizing events and raising awareness for causes to advocating for residents, Samantha’s positivity and “whatever it takes and then some” spirit have inspired associates, residents, and families alike.
“My dad has always said that you don’t work a day in your life if you love what you do,” Parker shared. “That’s what senior living feels like to me. This isn’t just a job—it’s a family.”
Parker also brings a unique perspective to her role, as her own mother is a resident at Morning Pointe. “I see things both as a director and as a family member. It reminds me daily that everything we do here is truly a team effort,” she added.
The award was presented during the THCA/TNCAL Convention & Trade Show (August 20–22, Music City Center, Nashville), a gathering that brought together long-term care leaders from across the state for three days of collaboration, education, and celebration of excellence in senior living.
About Morning Pointe Senior Living
Founded in 1997 by Greg A. Vital and Franklin Farrow, Morning Pointe Senior Living operates 42 assisted living and Alzheimer’s memory care communities in five southeastern states. Communities are located in the Chattanooga area, East Hamilton, Collegedale, Hixson, and Walker County, Georgia.
