The New York Times reports this week about the growing entrepreneurial opportunities available in the adult day center business. Most adult day centers are still operated by larger entities, such as nursing homes or medical facilities, but with the senior population set to skyrocket, many individuals are taking advantage of the growth in franchise opportunities. While most facilities begin as for-profit ventures, many make the transition to non-profit status which allows them to take advantage of state and federal grants and Medicaid reimbursement.

Not surprisingly, many caregivers are reluctant to place their loved ones in day centers and many seniors are reluctant to attend, because of the perception that the centers are “day care” for the elderly. Proponents say that the centers, which provide meals and daily activities for clients, allow seniors to maintain an independent and active lifestyle while still receiving the care and attention needed as they age.

A recent AP report highlights the growing trend among nursing home operators to modify their facilities to attract more short term rehabilitation patients. Patients recovering from strokes, heart attacks, and surgery are generally younger than traditional nursing home residents and their stays are typically shorter.

However, because federal Medicare payments for retired or disabled patients are much higher than Medicaid payments for most nursing home patients, operators have started adding amenities to compete with hospitals and conventional therapy facilities for rehabilitation business. Aromatherapy, modern décor, new gymnasiums, cafes, and libraries are just some of the additional services being offered. Privacy has become more sought after as well, with some facilities offering private baths and larger living areas to attract more customers.

While hospitals and other providers are claiming that the quality of rehab care in nursing homes is not equal to that which they offer, it is clear that nursing homes will be stepping up their efforts to improve care so as to gain access to this coveted group of high dollar patients.

A growing entertainment trend among the nation’s seniors has received considerable media attention lately and executives ought to take notice. The popularity of Nintendo’s Wii game console, with its motion sensing Wiimote control, is reportedly increasing in senior living facilities, where Wii bowling and tennis tournaments are said to be becoming commonplace.

Several Erickson retirement communities have already incorporated Wii into their facilities. The cost of Wii is less than that of the more sophisticated Xbox or PS3 video game systems and fans claim that Wii is much more user-friendly, especially for seniors who are not tech savvy. Additionally, exercises that seniors might not otherwise be able to perform, such as swinging a tennis racket, are easily executed with the Wiimote. That, coupled with the increase in social interaction that comes as a result of group play, is apparently worth the $250 price tag.