The Boomers are Coming!
By Tia Capps
Watch out Chattanooga – there’s a new breed of people coming to town. They’re energetic. They’re adventurous. They’re free-spirited. They’re…over 60.
That’s right. A new wave of retirees is redefining what it means to hang up the hat – and where to do it. Gone are the days when retiring simply meant golfing, sitting on the beach and playing bingo. An emerging group of high-spirited retirees are now trading in their ocean-side condos in search of locales that offer lifestyles with a little more excitement – and they’re coming to Chattanooga.
Called amenity-seekers, this group is the first of the Baby Boomers to hit retirement and is part of a growing trend of relocating retirees who migrate to towns for their youthful vibes, recreational opportunities and cultural appeal. For these young-at-hearters, the conventional retirement lifestyle just won’t cut it.
"According to the traditional model of retirement, we should be puttering around in our gardens and buying RVs right now – how boring!" said 63-year-old Jan Chenoweth, who retired to Chattanooga in 2003 for its arts scene. "I want to spend my time doing something fun and exciting and we still have a lot of time left to do that."
For Chenoweth and husband Roger Halligan, both of whom are artists, relocating was their way of stimulating their work and renewing their zest for life. After spending 15 years in Greensboro, NC, the couple was drawn to Chattanooga for its active arts scene and outdoorsy culture.
"We are really taking advantage of everything Chattanooga has to offer," said Halligan. "We go hiking, canoe, spend time on the river and in the mountains, go to concerts and also participate in the downtown scene."
And they aren’t the only retirees to fall for Chattanooga’s charms. Cynthia Nesson, 61, moved to the Scenic City in 2005 with husband Bruce Simonson after spending 20 years in Atlanta. Frustrated by the heavy traffic and high cost of living, the pair headed to Chattanooga after discovering it offered an urban lifestyle that was within their budget.
"When we retired, we really wanted to live downtown," said Nesson. "But in Atlanta, it cost more than $1 million to buy a place that felt safe. Here, city living is so easy and affordable. Being retired and living downtown gives me the opportunity to spend more of my time doing the things I want," she said.
To make the most of her newfound freedom, Nesson has served as chair of the AVA board, raised money for Chattanooga State’s Allied Health Program and has even found time to start her own yarn and needlework company.
Boomers like Nesson, Chenoweth and Halligan have created a buzz among city developers, prompting them to launch a campaign to bring more of these lively retirees to the community. The initiative, called Choose Chattanooga, was launched in 2007 as a joint effort between community members and the Chamber of Commerce to market the city specifically to Baby Boomers.
"National studies show that each retiree household that relocates here will create one to four family-wage jobs," said J.Ed. Marston, vice president of marketing and communication for the Chamber. "Successfully attracting Boomers strengthens our local economyand creates more opportunities for both young creatives and experienced workers."
According to Bill Bowen, chair of Choose Chattanooga, more and more Baby Boomers moving into the city means good things for the entire area.
"Boomers that retire are not going to sit down on the porch in rocking chairs – lots of them are going to continue to work. This is a group of productive citizens," he said. "They increase our tax base, bring assets to the community and are active volunteers."
Gregg Juster, 57, is another migrater who falls into this category. After retiring to the Chattanooga area in 2002 with his wife Dee Dee, Juster jumped right into community life and made an impressive showing in his unsuccessful bid for a spot on the Hamilton County School Board.
"I want to give back to this community what it has given to me," said Juster. "We really love the people here and all the activity and reconstruction going on downtown. There is just so much to keep you occupied—it’s a Baby Boomer’s heaven."
Through the efforts of Choose Chattanooga, which has promoted the city via trade shows, magazine advertisements and a Web site, more and more retirees have started taking a closer look at what Chattanooga has to offer. When the program first started, the Chamber was fielding fewer than 100 inquiries a month from Boomers researching the city. Now, three years later, the Chamber provides information to about 2,300 people every month.
"We know a lot of other Boomers who have come to Chattanooga for the same reasons we did," said Chenoweth. "Chattanooga is a perfect fit for them, too. It’s an interesting mix of people and we are actually becoming quite a big network."
To find out more about the city and how it’s reaching out to Baby Boomers, visit the Choose Chattanooga Web site at www.choosechattanooga.
What Appeals to Boomers About New Communities
Unlike previous generations, Boomers tend to get along with their kids and have no plans to get away from them, according to the AARP. Fewer than one out of 20 move across county lines each year and even less cross state lines to relocate.
For those who do move, familiarity is key, whether it be to move closer to family or college towns that have a familiar feel as well as a youthful vibe, great medical facilities and sophisticated restaurants.
Boomers are choosing a new locale first – opting for appealing cultural and recreation lifestyles – and then looking for a job or opting to become an entrepreneur.
When Boomers choose a new locale, the following are the primary attractions:
• Community life and atmosphere
• Weather and climate
• Scenery, closeness to nature, outdoor living
• Amenities, facilities, such as closeness to shopping, stores
and restaurants
• Proximity to family and friends
• Cost of living
• Educational and cultural facilities. (Source: AARP)
Why is Chattanooga’s business community
so eager to attract retiring Boomers?
"It’s pretty simple – Boomers have the money to invest and to deposit. They boast more spendable wealth than other population segments, and many open small businesses as second careers. These retiring Boomers are the largest demographic in the nation and will soon control most of the money through retirement and inheritance. Boomers generally have good, established credit and solid assets. They bring their wealth with them and contribute to the economic health of the region."
– Scott Smith, president & COO, Northwest Georgia Bank
"Attracting retiring Boomers to Chattanooga is a major focus of the business community through Choose Chattanooga. Research shows that many of these relocating retirees will continue to work part-time and bring their particular skill sets to our local workforce. Their experience is a boon to businesses looking for employees ready to enter the workforce. They also serve as volunteers in the community more than other populations, while our many non-profits benefit from their years of experience. Boomers bring their assets with them to invest in our communities and do not put a strain on our school systems."
– Bill Bowen, chairman, Choose Chattanooga
"Retiring Boomers today are living longer and enjoying more satisfying lives. Retirement today doesn’t mean inactivity, with people continuing to work, starting businesses or ventures, pursuing education and increased travel. And when these typically affluent Boomers retire and move here, there are few segments of the community that do not benefit, from the health care industry to recreation, from volunteerism to retail. Attracting retiring Baby Boomers only broadens our community base of talent and experience available to the businesses and organizations in our region."
– Greg A. Vital, president and CEO of Independent Healthcare Properties, LLC, owner of Morning Pointe Assisted Living facilities and developer of Greenbriar Cove retirement community
Compiled by Stan Guess, Northwest Georgia Bank, Corporate Communications Officer
