Retirement communities are increasingly finding their marketing niche by offering alternative styles and ways of living that match the lifestyles that many new retirees have lived to date. Boomers "want every option available, whether it's home care or assisted living, and they want to design their own care. They don't call it the 'Starbucks Generation' for nothing," observed Val Halamandaris, founder of the National Association for Home Care & Hospice.

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