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Like so many of our readers, I grew up a die-hard baseball fan. But let’s be honest: As much as I love the sport, it can get a bit dull. The games are long, getting to the park can be a hassle, and the constant nickel-and-diming hardly enhances the experience.
Enter Jesse Cole, the man in the yellow tuxedo. Cole is the owner of the Savannah Bananas, a minor league baseball team. If he’s not a marketing genius, he’s pretty close. Cole has transformed the Bananas into one of the most popular teams in the country. How? By focusing on what fans love and, more importantly, avoiding what they hate.
Now, you might be thinking, “What does owning a minor league baseball team have to do with running a nursing home?” Fair question. They are, after all, vastly different enterprises. But they share one essential element: people. Whether they’re fans at a ballgame or residents in a nursing home, people want to have the best possible experience.
So, what can a guy like Jesse Cole teach skilled care operators about that experience? The short answer is plenty. But four specific directives seem especially relevant:
1. Focus on what people love
Cole’s philosophy is simple: Do more of what people love and less of what they hate. He got rid of long, boring games and replaced them with fast-paced, entertaining experiences. The games are packed with music, dancing and even a breakdancing first base coach.
In long-term care, what do your residents love? Maybe it’s a favorite activity, a particular meal, or just spending time with staff who genuinely care. Make these moments more frequent. What do they hate? Long waits, bland food or impersonal care. Eliminate or at least minimize these pain points.
2. Create memorable experiences
The Savannah Bananas are not just a baseball team. They’re an experience. Cole ensures that every game is an event, something fans will talk about long after they leave the parking lot.
In your facility, what can you do to create lasting memories? For starters, how about special events, truly personalized care plans, or even just a daily routine that feels like more than just a routine. Small touches can make a big difference.
Imagine how a resident feels when a staff member remembers a favorite dessert or takes the time to listen to a cherished story. These are the moments that make life in your facility memorable — in a good way.
3. Don’t be afraid to be different
Sure, coloring outside the lines can be risky in a field as heavily regulated as long-term care. But here’s the thing: Cole didn’t revolutionize baseball by doing what everyone else was doing. He did it by being different, by taking smart risks, and by not being afraid to stand out.
Maybe it’s time to rethink how you approach activities, dining, or even how you market your facility. Being different doesn’t mean being reckless; it means being innovative and always putting your residents first.
4. Engage and listen to feedback
Cole is constantly engaging with fans, listening to their feedback, and making changes based on what he hears. This level of engagement ensures that the experience continues to improve.
In your facility, how often do you seek out and act on feedback from residents and their families? Regular surveys, suggestion boxes,or just casual conversations can provide valuable insights that help you improve the experience for everyone involved.
Operating a nursing home will never be the same as running a baseball team. But by taking a page from Jesse Cole’s playbook, you can create a facility that people love — a place where they feel valued, cared for, and, most importantly, where they want to be.
Even if you don’t happen to own a yellow tuxedo.
John O’Connor is editorial director for McKnight’s.
Opinions expressed in McKnight’s Long-Term Care News columns are not necessarily those of McKnight’s.