The best known brand in the village sector, Primelife, has been quietly buried by its latest owner, Lend Lease. Melbourne village pioneer, Ted Sent, built Primelife up to 3,950 ILUs. He then sold to corporate investor Babcock & Brown, who rebranded the villages Babcock & Brown Communities. The GFC hit them and Lend Lease progressively stepped in, rebranded the village operations as Lend Lease Primelife. With 100% ownership and 12,000+ residents, they will simply be known as Lend Lease villages. With the increasing village resident militancy across the country, 32 aged care facilities including 9 co-located, is there is a real potential of negative media exposure and risk for Lend Leases brand?
Government Policy
The three aged care bombshells from Senate Estimates
Last week’s Senate Estimates hearing – held just three weeks before sweeping reforms roll out – gave politicians the chance to ask Government heavyweights the questions they’re getting from constituents and to interrogate the once-in-a-generation changes.
