News Advisories . . .

March 4, 2011
Contact:
Suzanne Strassburg, 916-334-0810 / suzanne.strassburg@eskaton.org

ESKATON COUPLE CELEBRATE 75TH ANNIVERSARY

“It was love at first sight … for Jim,” explains Elizabeth McCrohan. The two were 17-year-old high school students in San Leandro at the time – the early thirties. “I didn’t even notice him sitting behind me in history class,” she laughs, while James McCrohan, her husband of 75 years, sits beside her smiling, waiting patiently to tell his side of the story. “She took me to a sorority, intersociety dance and from that first date on, we were in love and inseparable,” he then explains. The couple dated through college in San Jose and married several years later in 1936. This March 7, the McCrohans celebrate their diamond wedding anniversary.

The McCrohan’s life story is prototypic of the “Silent Generation,” at least in most respects. They worked hard (Elizabeth a teacher and homemaker; James a musician and teacher), survived the Great Depression, raised a family of three daughters, “pinched pennies,” and retired, leaving their Oakland hills home of 20 years for their reward house and small vineyard in St. Helena. Elizabeth enjoys sharing details of family pets, classic automobiles, hobbies, friends, family, and their anniversary party invitation that features a circa 1930 photo of the handsome young couple. As ebullient as a teenager sharing the latest gossip, Elizabeth pauses to apologize, “I know I talk too much. My friends used to say I must have been vaccinated with a phonograph needle.” James cracks a sly smile as she continues on with stories of their globetrotting travels, seven grandchildren and 13 great grandchildren.

The McCrohans now reside at Eskaton Village Carmichael, a continuing care retirement community where they’ve lived independently for the past nine years. “I was tired of cooking and Jim was tired of maintenance. This is the best place in the world for us,” Elizabeth notes. “We appreciate that healthcare is immediately accessible, when needed.” Five other Eskaton couples also celebrate anniversaries of 50 years and more this March: Albeth and Tom Scott (70 years), Peggy and Herbert Warne (67 years), Alina and Arthur Rubenstein (64 years), Verna and Donald Benedict (57 years) and Bets and Bill Beeman (52 years.)

April 16, 2010
Contact:
Suzanne Strassburg, 916-334-0810

ESKATON COUPLE CELEBRATES 70TH ANNIVERSARY

CARMICHAEL, California -- The “Official Sponsor of Longevity” Eskaton is home to Lucille and Kent Prim, who this October 5 celebrated the 70th anniversary of their wedding. The couple’s advice to others’ seeking the secret to longevity in marriage is simply: “We never go to bed mad. We don’t always agree. But we work things out by the end of the day,” Lucille explained.

Ironically, she then recalls what she said to Kent the first time the two Oklahoma State freshmen met in January 1936: “Do you hate me as much as I hate you?” After a perceived “slight” was clarified, the two went on a date that evening and have been together since.

By their senior year, they were engaged and soon after married – on October 5, 1940. A military life followed, which included travelling across the globe – living in 25 places in 27 years. They settled into the Eskaton Village Carmichael continuing care retirement community five-and-a-half years ago, because, as Lucille tells it, “Eskaton could give us a tour in the morning and our other choice couldn’t take us until the afternoon. We liked what we saw and that was that.” The couple have two sons, both attorneys, who live close by, and three grandchildren and three great grandchildren.

One granddaughter gets credit for coordinating a special celebration for their historic 50th anniversary, when the more than 60 guests heard Kent serenade his wife with his own version of Kenny Rogers’ “(You picked a fine time to leave me) Lucille.”

The two healthy 92-year-olds are involved in many of Eskaton’s activities and social events. And while Lucille also keeps busy with family and friends, Kent spends his extra time playing golf. Though Lucille tried the sport, they both laugh now retelling how Kent’s observation that “You’re not trying” nearly caused a divorce. When Lucille quit, “It was the happiest day of our lives,” the two agree. All kidding aside, Lucille adds “It’s a very loverly life.”

Eskaton boasts a resident population with an average age of 83, including more than three dozen centenarians. The 42-year-old nonprofit aging services organization provides community living and home-based support for more than 3,500 older adults throughout Northern California. Learn more at www.eskaton.org.

April 20, 2010
Contact:
Stuart Greenbaum, 916-334-0810, 916-716-1310 (cell)

34 NATIONAL EXPERTS PROPOSE NEW RULES FOR LONGEVITY

CARMICHAEL, CA – What is the "Longevity Dividend" and who will get it? If anti-aging medicine works, why do anti-aging doctors die? Is Google making us smart or stupid? These questions and more are answered by the nation's leading longevity experts in the new book Longevity Rules: How to Age Well Into the Future. The authors use the forum to help policymakers and the public better understand the aging experience.

Compelling facts and figures support the provocative commentaries. In the past century, which demographers describe as the "Age of Longevity," human beings have extended life expectancy by nearly 30 years -- a bigger increase than during the past 50 centuries. Now the prevailing concern among experts is this: How will we respond to the extraordinary challenges that accompany our new longevity? The U.S. Census will confirm, as Boomers reach age 65 starting in 2011 and more people than ever before will be considered "old," America must face the challenges of a new (or old) demographic reality.

Thirty-four experts, including medical doctors, scientists, economists, engineers, demographers, philosophers and journalists provide diverse and often controversial perspectives on how to ensure that longevity -- the extension of our life expectancy -- becomes more rewarding than burdensome for individuals and society.

Eskaton (www.eskaton.org), the convener and publisher of Longevity Rules, provides community living and home-based support for more than 14,000 older adults throughout Northern California. The 42-year-old nonprofit's vision to transform the aging experience focuses on education, innovation and collaboration.

"The science of aging has the potential to produce what I and others refer to as a 'Longevity Dividend' in the form of social, economic and health bonuses for both individuals and entire populations," declares Robert N. Butler, M.D., Pulitzer-winning author of Why Survive?, in his contribution.

In her essay, Neenah Ellis, author of The New York Times bestseller If I Live To Be 100, wrote about lessons learned from spending time with centenarians. "So that's it -- they wanted to talk, they needed to talk and I happened to be a good listener. Who does not need a good heart-to-heart conversation? It keeps us healthy," she explained.

The roster of expert contributors also includes geriatrician and innovator William H. Thomas, M.D.; MIT AgeLab director Joseph F. Coughlin; Theodore Roszak, author of The Making of an Elder Culture; Gary W. Small, M.D., director of UCLA's Memory and Aging Research Center; and Harvard research psychologist Ellen J. Langer, whose new book Counter Clockwise about her research on "illusion control" is the basis of a feature film starring Jennifer Aniston, currently in production.

The 250-page book also features an introductory reality check, "Aging: By the Numbers," drafted by the marketing research specialists at the Boomer Project; as well as a preview of several dozen inspiring aging programs in "Reasons to Believe," compiled by Harry (Rick) Moody, director of AARP's Office of Academic Affairs.

Longevity Rules is available for purchase for $20 (plus tax and postage) through the Eskaton website, www.eskaton.org, www.amazon.com, or by contacting longevityrules@eskaton.org or 866-ESKATON. Bulk order pricing is available.

Longevity Rules interview opportunities:

Robert N. Butler, M.D. -- Pulitzer-winning author of Why Survive? and The Longevity Revolution; considered the foremost authority on longevity
[212-517-1315 | robertb@ilcusa.org]

William H. Thomas, M.D. – leading authority and innovator on the new culture of aging, founder of The Green House Project and Eden Alternative
[315-736-4134 | thomaswh@edenalt.org]

Ellen J. Langer – Harvard professor; "mindfulness" and "illusion control" researcher and author of the bestseller Counter Clockwise
[617-495-3860 | langer@wjh.harvard.edu]

Joseph F. Coughlin -- founder and director of MIT's AgeLab, where researchers hatch ideas for transportation, computers, and other products to encourage better and longer health
[617-253-4978 | coughlin@mit.edu]

S. Jay Olshanksy – author of The Quest for Immortality: Science at the Frontiers of Aging; researcher on the health and public policy implications of aging, and on the upper limits of longevity
[847-347-8585 | sjayo@uic.edu]

William H. Frey -- Brookings Institution demographer, specializes in urban populations, aging and political demographics
[888-257-7244 | wfrey@brookings.edu]

Gary W. Small, M.D. -- director of UCLA's Memory and Aging Research Center; Scientific American named him one of the world's top innovators in science and technology; author of The New York Times bestseller, The Memory Bible
[310-825-0291 | gsmall@mednet.ucla.edu]

Matt Thornhill and John Martin -- cofounders of the Boomer Project; leading authorities on Boomer consumers and strategies for marketing to the next generation of older adults
[804-690-4827 | matt@boomerproject.com]

Harry (Rick) Moody -- author of the seminal textbook Aging: Concepts and Controversies; director of the AARP Office of Academic Affairs
[202-434-6363 | hrmoody@yahoo.com]

Stuart Greenbaum -- editor and convener of Longevity Rules; vice president, Public Relations and Brand Management for Eskaton
[916-334-0810 | stuart.greenbaum@eskaton.org]

Cover art and excerpts are available to book reviewers. Contact Suzanne Strassburg at suzanne.strassburg@eskaton.org or 916-334-0810.

April 16, 2010
Contact:
Stuart Greenbaum, Eskaton Public Relations -- 916-716-1310 (cell)

FRIENDSHIP IS FOCUS OF NEW ESKATON TV CAMPAIGN

CARMICHAEL, CA – Friendships developed and enriched within Eskaton communities are the theme of a new series of television commercials introduced by the Northern California-based nonprofit community living and home-based support organization.

The “Friends for Life” campaign features five short, unscripted stories of Eskaton friendships. Included are residents and travel buddies Charlotte and Ann, who laugh that after their visit, “Yosemite will never be the same.” In another spot, Joe talks of his military career and wife Rita explains “We moved 26 times in 21 years and this was the best move ever.” And perhaps the most poignant of the series, newlywed Mary, seated beside her new husband Dan, who she refers to as “my friend and love for life,” tells the story of Eskaton accommodating their request to install a door between their adjoining apartments. “We went on our honeymoon, came home, and there was a door, a perfect door, as if it’d been there all the time,” Mary tells it, “That’s what Eskaton can do.”

The campaign schedule has the 30-second and 15-second TV spots premiering in May and running through January 2011, predominately during news programming watched by the targeted audience of older adults.

This is the second Eskaton campaign produced by the Emmy-winning creative team of Pilotfish Productions from New York City.

Previews of the series can be viewed online at www.eskaton.org and www.pilotfish.tv.

March 23, 2010
Contact:
Stuart Greenbaum, Eskaton Public Relations -- 916-716-1310 (cell)

ESKATON'S FORDHAM HONORED BY WEST SAC FIRE DEPARTMENT

WEST SACRAMENTO -- Older adults residing at Eskaton Wilson Manor in West Sacramento feel safe and especially proud today, thanks to the affordable apartment community's lead maintenance staffer Jessie Fordham. Fordham is recipient of the West Sacramento Fire Department's "Outstanding Service Award." The honor recognizes his assistance during multiple service calls and specifically praises his "dedication and assistance, day or night." The awards ceremony took place March 24, 4:30 pm at the City Hall Galleria.

February 11, 2010
Contacts:
Stuart Greenbaum, Eskaton Public Relations -- 916-716-1310 (cell)
Gae Ruddell, Eskaton Activity Coordinator -- 916-974-2030 (at event site)

FIVE ESKATON COUPLES CELEBRATE ANNIVERSARIES OF 60+ YEARS

BACKGROUND:
Five couples are celebrating anniversaries of 60+ years this February at Eskaton Village Carmichael. Among the Northern California continuing care retirement community's 350 residents, 67 married couples will celebrate wedding anniversaries of 50 years or more in 2010. (Two couples will actually celebrate their Golden Anniversaries this year.) The Eskaton couple with the most longevity has been together for 78 years; and 51 couples will celebrate 60 or more years of marriage this year. (And, there are more than a handful of newlyweds residing in the community as well.)

LOGISTICS:
Eskaton Village Carmichael is hosting a special Valentine's Day mixer for residents tomorrow, February 12 from 4:30-5:30 pm. Couples celebrating 60-year-plus anniversaries will be recognized as part of the celebration.

December 14, 2009
Contacts:
Lynette Tidwell – 916-334-0810 or 916-761-8093 (cell for event day)
Stuart Greenbaum – 916-334-0810 or 916-716-1310 (cell for event day)

HOLIDAY "GIVING TREE" TO DISTRIBUTE MORE THAN 1,000 GIFTS

WHO:
Eskaton's TLC Telephone Reassurance program, community volunteers and 1,000 older adults

WHAT:
Volunteers from dozens of local businesses, church groups and community organizations will deliver gifts to more than 1,000 older adults who are participants of Eskaton's TLC Telephone Reassurance program or Adult Day Health Center, or residents in one of Eskaton's affordable apartment communities.

WHEN:
Saturday, December 19 from 9 a.m. - Noon

WHERE:
Eskaton Administrative Center (5105 Manzanita Avenue, Carmichael, CA 95608) serves as the very festive staging place for hundreds of volunteers to pick up gifts and delivery instructions.

WHY:
In Eskaton's 41-year history, this is the organization's largest holiday gift-giving event. The 1,000-plus older adults who receive gifts are isolated, lower income and often without family or friends for the holiday. Pets also benefit -- with gift deliveries including treats for dogs, cats, fish, rabbits and even a horse.

Media representatives are invited to join the festivities at Eskaton and accompany a volunteer on a gift delivery.

November 18, 2009
Contact:
Suzanne Strassburg, 916-334-0810

ESKATON UNITES OLDER ADULTS WITH LIFELINE VOLUNTEERS

SACRAMENTO -- Eskaton will launch its "Thrill of a Lifetime" senior wish program by fulfilling the desires of 12 of its TLC Telephone Reassurance program participants. Each of these home-bound older adults share the same, humble "thrill" -- to meet the volunteers who call them everyday and ensure they remain safe and socialized in their own homes.

"Thrill of a Lifetime By Eskaton" will unite in person, for the first time, the TLC participants with their volunteer callers. It will take place this Friday, November 20, from 2-4 pm at Eskaton Monroe Lodge, 3225 Freeport Boulevard, Sacramento, CA 95818.

"It is such an honor for so many of our participants to have dreams of meeting their volunteers,” said Terri Becker, program director for Eskaton’s TLC program. “It’s such a selfless dream that we are honored to fulfill."

For many older adults, the ability to remain in their own homes as they age is preferred. Eskaton’s TLC Telephone Reassurance program is a free public-service that support aging-in-place by making over 500 calls each day to isolated older adults.

"Thrill of a Lifetime By Eskaton demonstrates that whether you're eight or 80, dreams, wishes and thrills are great fun," said Stuart Greenbaum, Eskaton's vice president for public relations. "Anticipation, the adrenaline rush, memories, inspiring others -- all of this results from the thrill experience."

Eskaton provides community living and home-based support to the independence and quality of living for more than 14,000 older adults annually throughout Northern California. Founded in 1968, Eskaton is headquartered in Carmichael, California. Contact Eskaton at 866-ESKATON (866-375-2866) or visit www.eskaton.org for more information.

August 11, 2009
Contact:
Stuart Greenbaum (916-716-1310)

FLORENCE MORRIS, 105, RECALLS HARD TIMES, HARDER LIVING

Florence Morris will turn 105 this coming August 16. But first, the afternoon of August 14, the centenarian will celebrate her "triumph of longevity" with family and friends at the Carmichael headquarters of Eskaton, sponsors of the TLC Telephone Reassurance program in which Morris is a participant.
With this milestone birthday celebration just ahead, Morris was asked of her plans for the future, to which she humbly replied, "To live a better life." As she explains with histrionic detail, from the day she was born, August 16, 1904, in Many, Louisiana, her life was filled with hard times…and harder living. She willingly confesses to drinking, smoking, "speaking her mind" and carrying a revolver "to get her point across" – that is, until 1931 when she "found the Lord." Still, do not expect any sage advice about longevity from Morris, other than, perhaps, to live life to its fullest.
Mother Morris, as she prefers to be called, grew up on a farm, traveled extensively, and today lives independently in a studio apartment in Carmichael. She has outlived her 14 siblings, though she was the third oldest. Her one daughter has also passed away, but her ever-expanding family includes nine grandchildren; 22 great-grandchildren; 28 great, great-grandchildren; and one great, great, great grandchild.

Joining the elder Morris at the Eskaton celebration will be her granddaughter Doris Nolen and a number of other family members. Eskaton's TLC Telephone Reassurance staff and volunteers, who are hosting the event, contact more than 500 older adults like Morris every day – as a public service -- to check on their wellbeing. Morris has been a participant for the past five years.

With more than four decades of experience providing older adult community living and home-based support to thousands of Northern Californians, Eskaton thought it reasonable to trademark the title "Official Sponsor of Longevity." Home to more than two-dozen healthy centenarians, the ratio of people age 100 or older residing with Eskaton is nearly 50 times greater than in the U.S. population.

Logistics:

When: Friday, August 14, 2 pm - 4 pm

Where: Eskaton Administrative Center lobby, 5105 Manzanita Avenue (one block south of Madison Avenue), Carmichael, CA 95608

Notes: Florence Morris will be celebrating her 105th birthday and will be available for interviews and photos. (Her granddaughter Doris Nolen is available at 916-488-1423 for questions and to schedule interviews.)

Photos: Several historic photos of Florence Morris are available for publication. For email access, contact Suzanne Strassburg at suzanne.strassburg@eskaton.org or 916-334-0810, ext. 1127.

June 23, 2009
Contact:
Ashley Duke, 916-334-0810

PANASONIC TEAM PREVIEWS ESKATON'S DEMONSTRATION HOME

ROSEVILLE, CALIFORNIA -- A team of researchers from the Panasonic Electronic Company's world headquarters in Japan previewed Eskaton's National Demonstration Home in Roseville, California, with the goal to bring similar designs and technologies to their country's rapidly aging population. (read more . . .)

April 30, 2009
Contact:
Kathy Hatten, 916-878-4729

ESKATON HOME DESIGN WINS NATIONAL AWARD

ROSEVILLE, CA - The National Association of Home Builders’ 50+ Housing Council awarded Eskaton National Demonstration Home its Gold Award for Best Detached Home in an Active Adult Community. (read more . . .)

April 23, 2009
Contact:
Stuart Greenbaum, 916-334-0810

ESKATON CELEBRATES TWO-DOZEN HAPPY 100TH BIRTHDAYS

Age is just a number, various pro-aging campaigns remind us. Sometimes, though, the number can be pretty impressive. For example, for the first time in its 41 years of service to older adults, the Eskaton organization today boasts two dozen centenarians residing in it communities throughout Northern California. "The average age of Eskaton's more than 2,700 residents is 83," notes Todd Murch, the nonprofit organization's CEO and president, "which suggests we'll have many more triple-digit birthdays in the future." At nearly 1 percent of Eskaton's total census, this proportion of resident 100-year-olds is 30 times greater than in the general population of the United States.

* Preview Eskaton's creative TV public education campaign on the www.eskaton.org homepage