Century House wants to prove it’s not a place where old fuddy duddys sit and drink tea.
The seniors’ facility in Moody Park is excited about the launch of its new Go! Get! Give! brand.
“We do have a lot to offer,” said Annette Oakes, president of the Century House Association. “We are vibrant, active. I do think we are a forward-thinking association.”
The rebranding process that’s been underway since 2011 has led to an updated mandate and a new Go! Get! Give! tagline that will appear in promotional materials – all aimed at ensuring people know the centre is a dynamic place for anyone aged 50 and up.
Community members are invited to attend the rebranding launch reception that includes refreshments, a brief presentation about the rebranding and an appearance by the Three Rock-Its. The reception, being held on Wednesday, Nov. 27 from 5:30 to 7:30 p.m. at Century House, is free, but people should RSVP to 604-519-1066 or leave their name at the office.
“I have been a member for 21 years,” said longtime New Westminster resident Vance McFadyen. “This is the most excited I have felt about being a member of Century House.”
McFadyen really got involved in the centre in 2010, when he went to the centre to get help in his efforts to raise funds to furnish the new youth centre being built at the rear of Century House. He’s since become a peer counsellor and a member of the executive and helped establish the centre’s Senior Gay Straight Alliance, a group he says is an example of the inclusive and progressive vibe that exists at Century House.
Century House has more than 2,000 members (including over 200 who are 90 years and older). It offers more than 45 programs for people aged 50 and up.
Oakes said Century House celebrated its 50th anniversary in 2008. That event made people reflect on all that had been done at Century House, how it had become a leader in seniors’ programming and the future of the facility. The need to look at future needs was solidified in 2010, when Century House and the youth centre began co-locating in the building in Moody Park.
In 2011, Century House embarked on a rebranding process that included working with Hyack Interactive (a New Westminster business that was already working with the City of New Westminster on rebranding initiatives) to develop a “positioning statement” (or a mission statement) and a tagline.
Century House staff and the association’s executive now have a positioning statement to consider when making changes at the facility, creating new materials and developing programs.
“It gives us guidance for any new projects we want to do going forward,” said Elizabeth Philip, a member of the association’s executive. “That was key for pretty much everything.”
The Go! Get! Give! tagline is something that will be more visible to community members, as it will be used on brochures and letterhead.
“We were looking at something to tell people who we are, what we do,” McFadyen said. “To me, the most exciting part of the process was coming up with that tagline.”
The rebranding committee and Hyack Interactive whittled down the numerous suggestions, ultimately getting the membership’s support for Go! Get! Give!
McFadyen said Century House is a good place for people to go, it’s a place where people can get involved, get healthy, get fit, get food and get good company, and it’s also a place where they can give back – both to the centre and the community as a whole.
Century House aims to attract new and younger seniors to the centre and clear up misconceptions that people may have about seniors and Century House.
“We are dynamic,” Oakes said. “We want to make the community see that we have lots to offer.”
More than 45 different classes are offered at Century House, but it’s also a place where people seeking a more mellow experience are welcomed as well.
“Some people just come for lunch,” Oakes added. “Some people come to sit, read the paper, socialize, watch TV, rather than sitting in their apartment by themselves.”
The rebranding process has also led to a new look for Century House’s monthly newsletter, The Clarion, and a new name for the dining area, which is now called Connections Café (after members provided 259 suggested names). With help from city staffer Jason Haight, the rebranding committee developed a new logo that better reflects the partnerships between Century House and the City of New Westminster.
“Times are changing,” Oakes noted. “We knew we had to update our image.”
Philip, one of the growing numbers of baby boomers at Century House, first discovered the centre after reading about a leadership-training program it was offering, and while looking for services for her 93-year-old mother.
“I didn’t even know where it was on the map,” she said.
Since taking the leadership course, she has taken ukulele classes, started facilitating the health drop-ins and served on the association’s executive.
“Once you are in the door there are opportunities for everyone,” she said.
Oakes said the association’s executive is looking at the centre’s future needs, how to change for upcoming generations and to remain relevant and vibrant for members.
“We are very excited about the launch, but it’s not the end,” she said. “We are certainly going to keep it going. All the members are excited to keep the momentum going.”
