Spain dives into the ‘blue zone’ of senior living development
The country’s first longevity resort in Murcia taps into the growing 50+ market, writes Nicol Dynes.
The integration of senior living, residential and holiday aparthotels in a single location in the Spanish
city of Murcia is adding a new dimension to traditional senior-living developments, delegates heard at Real Asset Media’s recent Senior Living, Lifestyle and Tourism briefing.
“The combination of the three pillars at the complex facilitates the creation of an innovative intergenerational community,” said Scott Eckstein, managing director at Active Living International. “It is a lifestyle community that happens to have seniors there. All these elements make up a very special place where ‘blue zone’ can happen.”
Blue zone is an established concept that refers to regions of the world where people live longer and healthier lives than average. It is now being applied to the world of retirement communities, with a focus on longevity and healthy living.
But Spain’s first longevity resort goes one step further, said Ted Oorbals, founder of The Art of Living in Spain (TAOLIS). “The beauty is that the combination of those three pillars makes it possible to make investments that support each of the three pillars. We have 3.6 million sq m at our Murcia complex, but only 9% of the area is designated for construction. It gives us the space to develop and implement all our concepts.”
‘It is a lifestyle community that happens to have seniors there. All these elements make up a very special place where blue zone can happen.’
Scott Eckstein, Active Living International
In a development as large as the Altaona Sports and Wellness Resort it was possible to combine all the ‘ingredients’, from leisure to healthcare, sports activities to entertainment, food to nature. The combination of many services made it a secure investment. Aiming for three markets also spread the operational cost and minimised risk, he said.
The development aims to tap the growing senior-living market in Europe, Oorbals added.
“We will have 274 million people above the age of 50 in the coming 10 years. This is something that we have known for some time, but, to my surprise, it is only starting to become a hot topic now.”
Murcia was chosen for its natural beauty, mild climate and affordability. “We wanted to create a place where people choose to be, and where their children and grandchildren will also want to visit and find something they enjoy doing,” said Oorbals.
“Blue zone is not just for seniors but for all ages, because everyone now is aware of the importance of health and well-being.”
Combination of leisure facilities
In contrast to most retirement communities, blue-zone developments are also attractive for younger people, thanks to a combination of leisure facilities such as surf lagoons, a professional tennis academy and 36-hole golf courses. “Our youngest client is 23 and our oldest is 94 and still plays golf,” said Oorbals.
The Murcia complex will create facilities combining health and lifestyle elements, such as fitness, yoga and pilates classes, as well as a longevity clinic. A longevity clinic expands on where wellness stops, he said. “We are building wellness areas, but they are known more for treatments like massage, relaxation, wet bars and things like that. But longevity is more about who you are and how you live.”
The secret to a resort’s success was making sure the three elements work together seamlessly, said Eckstein. “Curation is key. I would very much like to see more intergenerational projects like these in the US as well.”
Availability of labour
Another advantage of choosing Murcia is the availability of labour, which is an issue in most European markets.
“Many South Americans come to Spain to be carers and they are service-minded and very good at what they do. We’re also looking at hiring Asian workers, as our clients come from all over the world. We want to manage and reflect different cultures,” said Oorbals.
But the real measure of success was if locals chose to live at the resort, he said. “We already have people from Madrid and other parts of Spain, but we want Murcians to be there as well,” he said.
“It is a lesser-known region of Spain, but very rich in culture and nature. It is known as the vegetable garden of Europe because you can grow anything. Here you can enjoy the Spanish lifestyle at an affordable cost.”
A long-term vision
The region’s climate is also being taken into account. The buildings have thick walls to keep the heat out in summer and to retain it in winter, as well as for sound insulation.
About 15,000 trees are being planted on the resort. The greenery looks good, but also helps to lower the temperature. There are solar panels on all roofs, and a water-purification and recycling system.
“Now it is your responsibility as a developer to take sustainability in all its aspects into account,” said Oorbals.
Technology will be incorporated into the experience of the resort, helping with efficiency and tenant engagement. AI will play an increasing role in the next few years, but the human touch will remain key, he said. “No one wants to be welcomed by a robot.”
There are attractive opportunities for collaboration with investors, but synergy is essential and investors must share the vision. “We are seeing more family offices and private equity get involved in the sector,” said Eckstein.
Developers of senior living, as well as investors, need to look beyond the demographics and have a long-term vision.
“We’re the owners, the developers and the gatekeepers. It’s our concept and we want to make sure it develops the way we want it,” said Oorbals. “Developing a resort is not something you do from one day to another, or even one year to another year. It is at least a 10-year project.”
