The ‘forever young’ generation turns 60 and changes the rules
By Kevin Corke
updated 12:07 p.m. CT, Tues., Nov . 8, 2005
Jeff and Nelda Manna are among an increasing number of boomers who are moving to active adult communities like Sun City Anthem outside Las Vegas — neighborhoods that cater to the over-50 crowd, with activities like tennis, golf, swimming and fitness.
“It’s almost not if you did something today,” Jeff Manna says. “It’s what did you do today.”
It's an example of how the baby boom generation continues to change business models and marketing strategies in America. Construction of active adult communities, like the Manna's in Henderson, is already a multibillion-dollar industry and its growing because baby boomers are flexing their financial muscle and proving to the marketplace that that they are not winding down — they are rewinding.
Nationwide, more than a quarter of the homes built this year will be bought by someone over 50 — many in communities like Sun City Anthem.