Desperation Becomes Inspiration

Desperation Becomes Inspiration

The senior care industry has many options for the elderly population: assisted living, group homes, memory care units, skilled nursing, and in-home care. Most are aware of years of court cases and media reports that have shown just how broken the larger elderly care system is. The age-old reputation still stands — although in prettier packages — that as assisted living and nursing home conglomerates grew larger, the harder it became for them to control quality.

When anyone first begins working in elderly care, they have two choices. The first is to go along with the unchanged "park and die facilities" — show up, put in time, ignore what needs to change. The second is to actually see the problems, acknowledge them, and build something different. Most opt for the first. The problem is too old, too big, too daunting. Deena saw the problems. Inspired by the Eden Alternative, she dreamed of fixing the broken senior care industry — and she worked until she succeeded.

A Firm Foundation

Let me tell you about Deena, owner and co-founder of Amy's Eden Senior Care, and how she came to her calling. Deena raised 5 wonderful and successful children of her own, and lovingly helped the foster care system by taking in the most at-risk and difficult to care for children — going through specialized training at a renowned accredited organization to help these children function and succeed in society.

After her children were raised, she went through a bout of empty-nest syndrome. She tried several career paths without finding the joy she had while raising children, studying homemaking, and running side businesses. She knew her calling was helping people. So she went back to school to become a Registered Nurse, and took a position as a caregiver.

She soon realized this was what she had been missing. Everything she loved came rushing back while caring for 9 elderly seniors in a group setting. She cooked home-cooked meals, reminisced with her new elderly friends, listened intently to their lives, learned how to grow old, and played whatever games they loved together.

Change Is Hard

Deena had dreams of her own. She started working on her Administrator's license for long-term care. After completing school, her first position as an Administrator was at an 80-bed facility. This was the point in her early career where she saw firsthand that the larger group settings for seniors were sadly broken.

For too many residents — when individual apartment doors close, and mobility or memory loss begins (which is inevitable for almost all) — she noticed they felt imprisoned, neglected, and isolated. Deena's findings of the hidden loneliness and depression left her completely heartbroken. As the new Administrator, she took the necessary steps to try to fix the problems at the facility.

She was met with resistance. She was told she could not hire more caregivers — it was not profitable to do so. She knew she could not sit in her office and be part of a company that would not change for the benefit of the elderly. She patiently fought back and tried to implement the changes needed. That company did not know that finally letting her go was the fuel she needed to take on the industry herself — and she slowly started changing it, one house at a time.

"What is needed is for vetted, trained, caring caregivers to be readily available — without call buttons, without overly busy schedules, without too many others to watch over."

— Deena, founder, Amy's Eden Senior Care

Time To Rebuild

Deena had found the solution to a century-old senior care problem. In 2013, she proceeded with a plan to open several smaller senior living homes in upscale neighborhoods in Carson City. These homes were unique — set up to care for 2 to 3 residents per home. Once the plan was in motion, it did not take long for word to get out. Her care homes — called Amy's Eden Senior Care — quickly grew to 9 homes across Reno and Carson City by 2023.

"I didn't know anything like this existed!" — that was said to her repeatedly, as families found homes where caregivers were no longer overburdened, where there was time for unrushed personal care, and where someone was always in near proximity to help prevent anxiety.

Under these conditions, she and others watched a quiet, miraculous transformation. Deena's senior care homes are licensed equally to large assisted living facilities — but the experience is consistent, hour to hour, day to day. Deena has always known what the math makes clear: after 3 to 4 residents, or 20 to 30 residents, one caregiver cannot optimally care for the elderly. Menus and home-cooked meals are customized to wants and needs. Residents live in a real home-like setting with a friend and companion in their caregiver — feeling spoiled and respected in their final years.

"They are my kids, and I love them as if they are my own family. Dreams of liberating and honoring the elderly have finally come true."

— Deena, founder, Amy's Eden Senior Care