The “Comm-University” at Pacifica Senior Living in Healdsburg, California, is a program that exemplifies competitive differentiation at its best. It enables the community to forego conventional marketing yet sustain 100% occupancy with a waiting list. But even more than that, it enhances residents’ sense of purpose and joy, connects children in meaningful ways with elders, solidifies relationships with residents’ families, and is a source of pride for management and staff. Listen as program coordinators Tony Fisher and Julia Agee detail how it’s done.