To Lure Baby Boomers, Senior Centers Try Rebranding

Old monikers are out, replaced by hip new names like ‘125 Live’, but not everyone is happy.

Rochester Senior Center in southeastern Minnesota will relocate to a gleaming, $14 million publicly funded building next year.

It plans to add a bistro-style cafe, a bike-sharing program and a test kitchen for cooking classes. But it intends to ditch one thing: the “Senior” moniker.

“It’s very clear when you talk to people in the baby boom group that they don’t like that name and they don’t want anything to do with it,” said Sally Gallagher, executive director of the center soon-to-be known as the “125 Live.”

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