When The Kids Are Gone

Third in a series of posts that look at ways of growing Brandon's population to 70,000 people- the magic tipping point to new benefits for our community.

Whether they are empty-nesters, snowbirds, young retirees, more and more 60-75 year olds are looking to relocate. And being a destination of choice becomes even more important as 3.7 million boomers retire and look to lifestyle issues as a driver in their relocation plans. If history is any indicator, the baby boom's impact will far exceed expectations.

With greater wealth, higher levels of education, and more active lifestyles, Canada's aging population is headed for an empty-nester and retirement lifestyle different from that of any previous generation. What can Brandon offer this group?

While weather and leisure remain important, retirees are looking for a community "where they can make friends and connections quickly, whether it's a small town or a walkable neighbourhood in a big city." They also want to live somewhere where they can indulge post-work passions, a second career, or a newly adopted sport. Canmore Alberta is one of Canada's hottest new retirement communities. Entertainment-cultural options are also important. Las Vegas tops the list for retirees in the US, surpassing Florida and Arizona. A promising aspect for downtown, active retirees are looking to downsize their accommodation. After looking after houses and kids, some are interested in trying out downtown, urban living. This cohort is also looking for great healthcare, something that Brandon as a tertiary care centre, can offer. Cost of living- stretching those retirement dollars, is something that Brandon could also offer.

And how do we find these folks looking to relocate after retirement? One option could be taking the marketing campaign to them- in symphony halls, ski hills, vacation resorts, wine tours. Brandon offers a safe, affordable alternative to large commercial centres where cost of living is high. Utilizing networks of financial planners, whose clients are the target market, is another opportunity.

Marketing is all about product (amenities our city can offer), place, price, and promotion. So we also need to anticipate what some of those amenities could be.... we have a foundation in arts and culture we need to build on, we need to look at our recreational plan in terms of 55+ adults, we need to increase our healthcare services with this age group in mind, and we need residential options that cater to their needs. Just a few ideas, what are yours?