The closure was cited as due to economic reasons, according to a notice filed with the state Department of Labor on Oct. 10.

The workforce reductions occur as the Louisville, Kentucky-based firm plans to discontinue all its home care services in order to concentrate on its senior living business. The company established its Nassau County home care agency to support the 30 assisted living facilities it operates across the state.

The home care business’s closure is reportedly unrelated to the industry consolidation of the Medicaid-funded Consumer Directed Personal Assistance Program (CDPAP) participants in New York next year. Atria does not accept Medicaid.

“After careful consideration, we have made the decision to discontinue operations at Atria Home Care in an effort to focus on our core business of social model senior living communities,” an Atria Senior Living spokesperson told Home Health Care News. “We are working with all home care customers and employees on a transition to other home care providers and are committed to supporting our employees and clients through these changes over the next several weeks.”

Founded in 1996, Atria Senior Living provides independent and assisted living and memory care facilities for adults with dementia or Alzheimer’s disease in more than 300 communities across 43 states and seven Canadian provinces, according to its website.

Atria’s portfolio of brands includes Coterie Luxury Senior Living, Atria Signature Collection, Atria Senior Living, Atria Park, Holiday by Atria and Atria Retirement Canada. The privately held management company employs more than 13,000 caregivers and has approximately 36,000 residents.

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Sarandon, 68, last week launched the “Aging in Place” campaign with InnovAge, a non-profit senior care provider serving California, Colorado and New Mexico.

The central message of the campaign is to educate seniors and caregivers about the resources available to help aging adults live as long as possible in their homes and communities, InnovAge stated in a release last Thursday.

Sarandon, who knows first-hand the difficulties encountered when caring for a loved one, struggled to find the best services for her 92-year-old mother, Lenora.

“Finding the right living situation, support, and social opportunities for my mother has not been easy, even when there’s been family nearby,” Sarandon said in a written statement. “That’s why organizations like InnovAge are so meaningful and important. The ability to access a range of services, to be flexible and have people available to you who understand the daily challenges you face, helps provide peace of mind for everyone involved.”

As part of the campaign, InnovAge’s “Aging in Place” website provides tips on caring for the elderly, webisodes hosted by Sarandon, a personal assessment to evaluate needs and an opportunity for caregivers to tell their own stories.

Seniors featured in the webisodes discuss their struggles to remain at home and share how they found solutions to keep them healthy and independent, while also reducing pressures on their caregiver.

Sarandon is the latest celebrity to take aim at the senior care space.

Earlier this year, Genworth Financial (NYSE: GNW) in February launched a campaign featuring celebrities including Rob Lowe, Maria Shriver and Maggie Gyllenhaal to have “The Talk” about long-term care planning with aging parents.

The comedic husband-wife duo of Seth and Lauren Rogen (née Miller) continue to make strides with their Hilarity for Charity movement that seeks to inspire change and raise awareness of Alzheimer’s disease among the millennial generation.

Money raised through the movement is donated to support research grants focused on early-onset and detection of Alzheimer’s, as well as various support and awareness groups focused on the ailment. Hilarity for Charity also partners with Home Instead Senior Care, a home care franchise serving families across the U.S. and Canada.

Even senior living has nabbed its share of celeb spokeswomen, including former Good Morning America co-host Joan Lunden who campaigns for the online senior living referral source A Place for Mom; and tennis legend Billie Jean King, who has been the Active Aging Ambassador for Atria Senior Living, one of the largest for-profit senior living providers in the U.S.

Watch Susan Sarandon tell her experiences with aging and independence as they relate to her “Mom’s Story.”

Written by Jason Oliva

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