PRESENTS…
ALL ABOUT…
~ THE FUTURE OF LLIs ~
Nancy Merz Nordstrom, M.Ed.
Elderhostel Institute Network
March, 2004
Nancy Merz Nordstrom, M.Ed.
Elderhostel Institute Network
March, 2004
THE FUTURE OF LLIs
What do you see as the future of LLIs in general?
From Pam LeMay, Executive Director of the Creative Retirement Institute at of Edmonds
Community College, Lynnwood, WA
This is a continuing concern as we are concerned about attracting the Baby Boomers.
From Burnell Held, President, Front Range Forum, Fort Collins, Colorado
The interest and enthusiasm of our members suggests that the organization is serving a useful social
and educational purpose and is meeting needs of the older population. We are realistic enough to
appreciate that perhaps the percentage of the target population interested in programs of this type is
not huge. Nevertheless, as younger people join our age ranks, coming from a population which has
an ever-growing percentage of college educated persons, we feel that the future of organizations of
this type is assured.
From Fiona Valentine, Lifelong Learning, Western Iowa Tech Community College
Can only get better
From Sharon Sokoloff, Director, Brandeis Adult Learning Institute (BALI), Brandeis University,
MA
What I like to say about LLIs in general or the over all field of lifelong learning is “it’s a new world”.
I think that what we are experiencing is the tip of the iceberg. Why? 2 words. BABY BOOM.
From Carolynn Rafman, MLLI Program Coordinator, McGill Institute for Learning in Retirement,
Quebec
Member growth and program expansion that meets older adult needs, particular to each locale.
From Sue Pace, LLI, University of S. Mississippi
I believe they will retain their vitality.
From Teresa Durham, Program Coordinator, LLI, Kellogg CC, MI
I believe they will continue, but I think you will find many programs collaborating with other
"senior" programs in the community.
From Sara Craven, Duke LLI, Duke University, NC
I think we will change a little in focus -- maybe more self-improvement or retraining sorts of things,
but I think there will always be a core of people who love the humanities.
From Carilyn Brown, Director, Lifelong Learning Program, Clemson University, SC
Very encouraging with the growth rate of baby boomers into the retirement sector. I don’t have
official numbers, but I expect they are more educated than in previous years.
From William J. Hooker, Executive Director, USF Senior Academy, Sarasota, FL
It is our belief that they can only grow in enrollment and importance to their local communities
as time goes on.
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Nancy Merz Nordstrom, M.Ed.
Elderhostel Institute Network
March, 2004
From Rose Alsbury, ENCORE, Clatsop Community College, OR
We see a great future. With the ever-growing baby-boom retirements, everyone wants to join! It's a
great way to keep your mind and body active, stay engaged in life, and make many, many new
friends.
From Linda Bailey, Bellarmine University, Veritas Society, Louisville, KY
As more and more of the population ages, I see increased interest in lifelong learning and, therefore,
I see increased growth of LLLs to fulfill that need.
Sr. Hildegard Grogan, The LINC Program, Neumann College, PA
Life Long Learning will definitely continue. Space may change, especially in areas where
transportation is not available. Programming will change depending on the clients. Right now
technology is our greatest draw. This will change as younger boomers age.
From Betty Licht, Coordinator, College for Seniors, Ames, IA
I see an increase in the need for LLIs in general. As people retire with limited or uncertain
economic resources, the LLI offers an opportunity to continue learning close to home. The time
and dollar commitment is not as great and if they have a spouse who needs care, they can also
participate in the LLI program.
From Linda Crossett, Director, Dewey Institute, Indiana State University
As more Baby Boomers retire, I see LLI's continuing to increase as long as they are providing what
their audiences want. Retirees are better educated, have more discretionary money, and are more
interested in maintaining an active, challenging lifestyle than past generations.
From Susan McGough, OLLI, Cal Poly State University, CA
Growing, but in some markets there may already be too many.
From Sara Hardman, President, LLI at Bard, NY
They will continue to grow and flourish as population increases.
From Gloria Burke, ElderVision, Lourdes College, OH
I hope that the future of LLIS is as bright as I see ours. You can see by our numbers that we're
doing well.
From Michael Markowitz, Institute for Retired Professionals, New School, NY
LLI programs will do well in general but may experience space and financial constraints over the
next decade as more high school graduates go on to college as a result of lowered teen-age
pregnancies, reduced driving fatalities and dwindling of the crack epidemic in middle class
communities. Those that learn to provide academic challenges to the next wave of retirees will
thrive: those that provide less rigorous programming may well experience generational problems.
From Kali Lightfoot, OLLI, University of S. Maine, Portland
I think the future of LLI’s is bright if they continue to be flexible in their programming. The
Boomer generation created the free universities so it seems to me they will want to participate in
something similar again.
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Nancy Merz Nordstrom, M.Ed.
Elderhostel Institute Network
March, 2004
From Gene Bammel, President, Sun City Vistoso LLI, Tucson, Arizona
From the response we have had here, I think the future is brighter for independent LLIs like ours,
than those attached to college or universities with their current budget and space crunches.
From Edward R. Lehman, President, Continuing Education Center, San Diego State University,
Rancho Bernardo, CA
In a word, dim. We have studied demographics, finance, organization and curriculum in depth, only
to question seriously the feasibility of continuing. We have plenty of answers, but as yet, no
solutions that are acceptable to the group. Everybody wants the program, but with different agendas
and a severe reluctance to change.
From Louisa Strock, Center for Lifelong Learning, Northwest State Community College, OH
I see the LLI as vital to a loosely structured organization of like-minded providers of stimulating
offerings for like-minded willing-to-learners. Interest should grow with the next generation of 55+
persons.
From Linda Bennett, Learning Institute For Elders, Burlington County College, Pemberton, NJ
Since the statistics on the baby boomers are not very encouraging for the movement in general, I see
real problems looming in the future. Unless we can adapt to a format that will entice their
membership, there will not be the demand for our programs. I have noticed lately that the question
has come from one LLI as to how many of us are having evening and/or Saturday programs. This
may be an area that we have to look at in order to attract the next generation. We certainly are not
bringing them into our program. The people who are currently here are taking less and less of a role
due to aging and wanting to turn over the reins to a new group. Since baby boomers are not known
as joiners, are not retiring in the same mode as previous generations, and have access to more
avenues for leisure time activities than have ever been offered, this presents quite a challenge for our
programs.
From Joan Gamble, ElderCollege at Terra Community College, OH
I believe people will be interested in learning so they will continue in some form. I think they will
continue to be as diverse as the areas in which they are located.
From Diane Melby, College for Lifelong Learning, Shenandoah University Virginia
Stabilize, strengthen if we can tap into younger market.
Ronald J. Manheimer, Executive Director, NC Center for Creative Retirement
University of North Carolina at Asheville
Wow. This is a tough one. I would say Good, if they gradually adapt to the interests and needs of
the next wave of retirees while continuing to keep current members satisfied. I think the article
on Elderhostel in the Wall St. Journal, "Road Scholars," Feb. 13, 2004 (R6) is essential reading for all
LLI leaders.
From Sarah Fletcher, Furman University Learning in Retirement, Greenville, SC
It is a wonderfully successful idea. I can only feel that it will expand and grow more popular across
the US as our older population increases.
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Nancy Merz Nordstrom, M.Ed.
Elderhostel Institute Network
March, 2004
From Dee Ray, LLI, Copiah-Lincoln CC, Natchez, MS
I think LLI are good for their community, I hope they will continue. Those of my members that
participate in the events that I offer love it.
From Wendy Kerr, PLATO, University of Wisconsin
I see LLIs continuing to thrive for the foreseeable future as baby boomers retire.
From Claudia Boles, Anderson College Lifelong Learning, Anderson, SC
We hope to improve quality of our programming and solve some space issues. We hope that our
program and LLIs will continue to grow and prosper.
From Jim McGrath, Jefferson Institute for Lifelong Learning, VA
We expect LLIS to continue to be attractive in the future particularly in areas where there are large
numbers of college graduate retirees.
From Nancy Kress, Quest: An Institute for Learning in the Third Age, WA
In general I would think they would increase substantially. We see our program as a win-win
situation, both for the college and the Quest members. Our members are very enthused about the
education and built in socializing they get. As a 56-year old Boomer, I look forward to participating
more in the programs, but right now I'm having too much working for the group that I'm not eager
to let go!
From Carolyn Farnsworth, New Adventures in Learning for Seniors, Sun Lakes, Arizona
I would hope that LLI's continue to function and grow. However, this takes constant work and
good leadership to achieve.
From Joe Denhart, ENCORE, Glendale Community College, CA
I think they are just as vital as ever. There is definitely a place for them today and in the future.
From Marvin Schaffler, RUALL, Rutgers University, NJ
Future moderate growth.
From Claus (Skip) Oldenburg, WCTC LIR, Pewaukee WI.
The future looks bright for our group, and with the baby boomers coming down the pike, we should
expect a bumper crop of learners in the next four years or so.
From Paul Flaum, Berkshire Institute for Lifelong Learning, MA
With the growth of an educated senior population we anticipate a continued growth for all LLIs.
From Marge Yanker, The Learning Exchange, University of South Carolina Beaufort
I wonder if this is a movement that has lost its steam. I am not at all ready to think we aren't being
very successful right now, but the declining membership for the first time (over the last 2 years) in
our 11-year history is a concern. I also believe that there is a "breaking point" for us if we cannot
find more funding w/o raising dues.
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Nancy Merz Nordstrom, M.Ed.
Elderhostel Institute Network
March, 2004
From Deanna Eversoll, SAGE Association, University of Nebraska, Lincoln
I do believe any program that is successful today, must be planning for change in its future. The
generation of Boomers will indeed not be attracted to many of the existing programs. My feeling is
that the programs that do constantly integrate cross-generational participants will more easily adapt
to new audiences. If they are successful, their programs will grow in number simply because that
generation is much larger than the two current generations participating. Therefore, the future looks
great for the survivors.
From Bob Hartmann, QUEST, New York City
As long as space is available, I think the program will continue to flourish. We lose very few
members, except due to health reasons or moving away from the metropolitan area. Our new
members are extremely enthusiastic about our curriculum and the social aspects of Quest.
From Kathleen Swan, Harper College Lifelong Learning Institute, IL
Our Lifelong Learning Institute at Harper College is destined to grow. Basically our college and its
activities have not been advertised enough to the 55+ population. Our members are delighted to
find out about all the opportunities available to them. In general, I think LLI will grow; I think
diversification is key. I don't think you can rely only on peer learning; we must sweeten the pot and
make available to our members a variety of activities.
From Therese Ruth, The Renaissance Society, California State University, Sacramento
They will continue to grow as the "baby boomers" retire and look for programs like LIR's to stay
active and involved.
From Frank Shoring, Adult Learning Program, Hartford, CT
More competition as colleges seek the same market. More complicated “Boomers” are seeking
athletics and bodybuilding. Boomers are not content with spartan space, etc. Boomers unwilling to
“participate.” Choose to “use.” Most recent members seek more professional presenters over peer
presenters.
From Shirley Hibarger, University of West Florida Center for Lifelong Learning, Fort Walton
Beach, Florida
LLIs will become more important as a retirement activity as the 'boomers' reach 60-62. We will
especially need to offer more hands-on and active/outdoor activities.
From Claire Robinson, College of Charleston, Center for Creative Retirement (CCR)
Charleston, SC
Growth! Baby boomers are retiring to Charleston and the surrounding areas.
From Cindy Kearns, RAP (Retired Adult Program), McHenry County College, Crystal Lake IL
I think there will continue to be a need and interest for LLI-type programs and continued learning
opportunities for older adults. The social aspect is just as important, if not more important
sometimes, than the learning aspect to this age group. I am finding that the members are losing
interest in the planning and facilitating however.
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Nancy Merz Nordstrom, M.Ed.
Elderhostel Institute Network
March, 2004
From Richard Di Vecchio, Lifetime Learners Institute, Norwalk Community College, CT
As to the future of LLI's, there are many alternatives to the classic LLI which were not available to
older retirees and that may be a deterrent. There is also a seeming reluctance on the part of younger
retirees to admit they are growing older. Quite frankly, we think the LLI movement is here to stay,
but with reduced numbers. Our biggest problem in past years was not to exceed a cap agreed to
with the college; now it seems our biggest problem is deciding how much effort we want to spend to
acquire new members.
From Rita Wuehrmann, Yavapai Learning Institute, Yavapai College, Prescott, AZ
Unlimited in scope and number. It's a fabulous concept that I wish had been here for my
grandparents. Perhaps we will relearn to honor and appreciate our elders and their wisdom.
From George & Jane Richards, Center for Continuing Adult learning, Hartwick College, NY
Will the Boomers be interested? We can’t say.
From Lorene Porslid, Comox Valley ElderCollege, Courtenay, B.C. Canada
We see that our area is becoming a very popular area for retirement. We have an Airforce Base here
and as personnel retire they come back here to retire. Also, we are near a very large city, Vancouver,
B.C. which is expensive for retirees and due to the increase in crime everywhere our small
community here is growing very quickly. Therefore, we expect a good increase in members each year
for sometime.
From Jo-Ellen Unger, Academy for LIR@Saratoga Springs, SUNY Empire State College, NY
Problematic if they must be self-supporting and pay staff. There is increasing competition in our
area of academic programs for older learners, which are less expensive than ALR or are able to offer
such amenities as lunch and bus transportation since they are part of the college program and the
college pays the staff involved. Also, many seniors are taking advantage of auditing regular college
courses for a small fee or no fee at all.
From Sharon Simson, Legacy College for Lifelong Learning, The University of Maryland
LLIs have the opportunity to offer meaningful programs to address the changing demography and
interests of the 50+ population. LLIs could consider extending the definition of lifelong learning to
include civic engagement/service learning. Goal/mission evolution is vital to continued success.
From Diana Marsilje, Hope Academy of Senior Professionals, Hope College, Holland, MI
I have a bit of concern in this area are LLIs begin to "test the waters" with electronic
communication and/or "distance" learning with classes available via computer, etc. My impression
was that our founder desired an exchange of ideas which he felt required personal contact. There
are many "courses" and study programs which can be handled as correspondence courses. I would
hate to see LLIs slip into that category. The human contact and exchange of ideas is too important.
(This final answer is a personal opinion based on my 6 years as director of our Academy.)
From Sara Skaggs, Rock Valley College Center for Learning in Retirement, Rockford, IL
There will always be people who are lifelong learners and who seek what it is we offer. I am
skeptical that the numbers will be as large as they are today, as stated above.
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Nancy Merz Nordstrom, M.Ed.
Elderhostel Institute Network
March, 2004
From Sandra Kerr, LIFE Institute, Ryerson University, Ontario
As noted above, I do believe that LLI's should be able to continue to offer life long learning
opportunities. However, I believe that the newly retired are not looking for this kind of learning
when they retire now. Many will still want work, either part-time or perhaps self-employed careers.
Either LLIs will need to consider offering this training, or possibly work with host institutions to
deliver this type of training.
From Edward N. Aqua, Institute for Learning in Retirement, Nova Southeastern U, FL
We are bullish on LLIs as the population ages and the need increases and is recognized for its value
to members.
From Mary Burkhart, Auburn University Academy for Lifelong Learners, Auburn University, AL
I think the future is wonderful for LLIs. As we boomers age, we will more and more seek the
stimulation of such groups. Colleges are becoming interested in this segment of the population. LLIs
are good for all concerned: the institution and the participants. Sure older adults like to travel, but
we also like to stay at home and have fun, too. The current cohort of older adults is well educated,
and those entering midlife and retirement are even more so. The demographics are with us. AUALL
will weather this economic downturn, and figure out a way to deal with rising costs. What makes
working with an LLI especially appealing is that I, the administrator, am not alone in it. I have the
Board of Directors and all the different committees to solve problems, think creatively, and figure
out ways to deal with every issue.
From Sandy Kinney, Institute for Learning in Retirement, Nicolet Area Technical College, WI
Continued growth, diversified offerings.
From Everett E. Briggs, Taconic Learning Center, Salisbury, Connecticut.
Taconic Learning Center was founded in the early 1980s, initially as an adjunct to a nearby
community college. It became independent in 1988, and since then has consistently offered an
interesting and attractive variety of courses to its members. We have a loyal following, and sufficient
"converts" to keep going. The need to raise our annual contributions may present us with a difficult
choice: whether to institute a per-course fee. So far we have avoided this. If we were to expand, we
would logically begin to incur additional administrative costs, and would probably have to hire a fulltime administrative assistant. We are in discussion with a couple of our venues about becoming
formally associated with them (i.e., they would become our "host," providing many of the
administrative support we might need); and we are open to the possibility of associating with a
college or university at some future time. For the time being, it can be something of a chore to find
people willing and able to serve as officers (managers) of the organization. We have a two-term
(two-year) limit for officers, with the president and the chairmen of publicity of programs devoting a
great deal of time to keeping TLC afloat. Finding suitable, talented instructors has not been a
problem for us. If/when I move away from this area, I shall seek out an LLI, and hope it offers as
good a program as ours does. Which is to say: I see the future of LLIs as assured. They fill a need.
From John Kane, Academy for Lifelong Learning, Ocean County College, NJ
As the Baby Boomers drop into the 55 and over category and retire, we expect to see major growth
trends in our LLI and should also be happening nationally. Plus, we have a long way to go to tap
into the current 160,000 population.
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Nancy Merz Nordstrom, M.Ed.
Elderhostel Institute Network
March, 2004
From Anita Revelle, Senior Professionals, Illinois State University, Normal, IL
At our LLL meeting for the State last month after discussion we felt that the future needs to address
some new issues. First of all making sure that the administration is aware of our programs and the
relationship we have to the community. The other is that we need to show that we can be an asset
to the campus by trying to find avenues to interact with the students. We have a few wonderful
intergenerational programs on our campus. We mentor over 100 Honor students each year and also
hold "mock interviews" for student athletes. The administration realizes what we do for the
students and sometimes challenges us with new ideas.
From Steve Appel, Institute for Learning in Retirement, University of Cincinnati, OH
Given the demographic trends, these programs should be very strong.
From Barbara Reinish, Northwestern University Institute for Learning in Retirement
Evanston and Chicago, Illinois
I think that much depends on the financial ability of people to retire. Based on what I have read,
many boomers do not have enough money saved and will have to continue working, at least part
time. There will also be more family obligations as parents live longer and children/grandchildren
require attention. On the other hand, there will always be those passionate about lifelong learning.
We will need to listen closely to what they want and need, and we may have to change the way we
operate to accommodate them better. We will also need to create more awareness about LLIs and
the benefits we offer in terms of intellectual stimulation and social interaction.
From Anita Dittrich, MSU for Seniors, Mankato, MN
As the aging baby-boomer numbers are increasing, we predict that an increasing need of our
programs and services is inevitable.
From Michelle Sierpina, UTMB Academy for Lifelong Learning, University of Texas Medical
Branch at Galveston, TX
EVERY day someone thanks me for making the Academy classes available. This is a tremendous
asset to elders in our community. As the population ages, LLI's will become more and more
valuable community assets.
From John R. Loch, YSU LLI, Youngstown State University, OH
As with Elderhostel, the aging in place of early participants will take its toll if new program thrusts
are not initiated to attract the Baby Boomers.
From Dave Kammer, Albion Academy for Lifelong Learning, Albion College, MI
No opinion.
From Catherine Hollins, LLI, Miami University, Oxford, OH
I think the future of LLIs is bright and holds many opportunities. I think LLIs must plan for the
boomers who want more energetic activities and may not warm to the togetherness of some LLI
programming. Attracting them to the program will be the next challenge.
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Nancy Merz Nordstrom, M.Ed.
Elderhostel Institute Network
March, 2004
From Beverly Koutny, Chemeketa Center for Learning in Retirement (CCLR), OR
LLI's should be on the rise as more people reach active retirement. We currently take our senior
theatre out into the community and hope to recruit many more people as they see what we are doing
and the fun we are having. I can't imagine sitting at home in my rocking chair. There is too much to
learn and do.
From George Pettygrove, Modesto Institute for Continued Learning, Modesto, CA
As the lifestyle, interests, retirement/financial resources of the baby-boomers and their offspring
change, it is questionable if LLIs in their present form will survive. We will adapt or go out of
business, but that will obviously not happen immediately.
From Jennifer Mackey, Sierra Emeritus College, Rocklin, CA
I believe LLIs are the wave of the future. I anticipate that continued growth will be realized for
quite a long time to come, based on the "graying of America" and the "gray wave" presented by the
aging of the baby boomers.
From JoAnn Freeborn, New Frontiers for Learning, Mesa Community College, AZ
I think the general feeling of our group is that the future of LLIs is very healthy, if we remain open
to change and market ourselves to the newly emerging 50+ generation in ways and with products
that are meaningful to them. One interesting dynamic of our organization is that a significant
percentage of our members come from teaching, nursing and other professions that have ongoing
educational requirements. It seems that in these folks that when they are no longer active in their
profession there is still a desire for ongoing learning experiences.
From Rosemary McNerney, MALC, Middlesex Community College, CT
I think I will make that question the subject out our next Connecticut LLI Group meeting. It is up
to me to call it, which I will be doing soon. I assume we will not have a conference because of the
Maine conference in October. What a great general question for the Conference! I think the
program will survive, but if it doesn't it is because of the failure of people today to volunteer.
Every organization is having that problem. Those that do volunteer, go on and on, and eventually
burnout! And we can't afford paid office help under our present fee schedule.
From Vonnie Wheeler, VIVA! University of Denver, CO
We like being a part of a network of LLI's affiliated with institutions of higher learning.
Discussions, such as these, are valuable because we all have that association even though we may be
structured differently. I am sure there are many fine nonaffiliated LLI's, but feel that in your catalog
there should be a distinction, i.e. university affiliation, senior center affiliation, and independent.
From Helen J. Janssen, Old Dominion LLI, VA
Our sessions are short. There will have to be changes made to accommodate the upcoming elders.
Now, members flock to history, which is our history. New members will undoubtedly have other
interests. In order to continue, need a new focus and maybe longer sessions.
Anne Myers, LLI, Hagerstown Community College, MD
New and innovative marketing and programming initiatives must be considered to capture the
working mature adult.
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Nancy Merz Nordstrom, M.Ed.
Elderhostel Institute Network
March, 2004
From Janet McLean, The Round Table, Stony Brook, NY
I see a tremendous rush for younger retirees wanting to join an intellectual program, especially one
that is linked to a university/college. Most of these retirees have a university education and beyond
and it just seems perfectly normal for them to want to continue on with this type of program, once
their work life is finished.
From Ann Petersen, LLI, American University, Washington DC
The future is golden, as far as I can see. All the LLI’s in the DC area are booming.
From Marianne Varney, Creative Retirement Center, International College, FL
The babyboomers will knock the socks off the LLI trend. It will be huge! They will pay good
money for a quality program BUT that program should be well balanced, well organized and
efficient. I can see a difference in new members. We are trying to rename getting "retirement"
out of our title. I don't think the boomers (me included) want "senior," "elder", or "retire" in the
description. I like "continual learning" but may be outvoted by LL Center.
From Bo Loomer, Adult Learning Institute, Columbia-Greene CC, Hudson, NY
Uncertain.
From Kathy Gratzek, Learning in Retirement, Inc., Athens, Georgia
The interest in our Learning in Retirement group grows each year, as does the population of our age
group in this University Community. We expect to have to deal with the growing pains that every
organization faces. But this is a good problem to have. We like being a non-profit organization
though it takes more volunteer work. We want to be sure that we do not ask too much of our
volunteers, but still get what needs to be done accomplished.
From Jo Brownlie, LLI, Saginaw Valley State U, MI
I think that the future of ILLs is very positive. There is a tremendous demand for the learning
opportunities, and perhaps even more important the social interaction.
From Lorin Goodrich, Lifetime Learning Institute of Northern Virginia
The LLI "concept" should grow as long as we offer programs for both the recently retired person
and the person in a more advanced stage of their lives. LLIs largely exist if a strong and sustained
spirit of volunteerism can be maintained. That is a key challenge for the future.
From Mardi McDaniel—King, Leisure Learning Society, U of West FL
I see a rosy future for LLI's in general - we're aging much better these days and keeping mentally and
socially active is a major key to successful aging.
From Patricia Limbird, Adult Learning Institute (ALI), Oakland Community College, Farmington
Hills, MI
Future of groups of this nature seems to be growing. Wayne State University just started a group
similar to ALI. As the population grows it would seem necessary places of learning would be of
interest to the older population.
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Nancy Merz Nordstrom, M.Ed.
Elderhostel Institute Network
March, 2004
Jon Cheston, Penobscot Valley Senior College, University Of Maine-Orono
Our LLI here is new. Our experience encourages us to think LLI's have a bright future, with growth
not only in numbers participating but also in the range of program offerings. The potential here is
far from fully tapped.
From Annette Lindsey, Baylor University LLI, TX
I am optimistic and think that institutes for learning in retirement have a bright future. With the
increase in the number of adults
From Marilyn Blumsack, TILL, Tufts University, MA
Many LLIs or senior centers offering courses coming on the scene locally, however, their programs
more "how-to's" and type of sgm we have are all rather professional so do not see that as a
problem. Also have noticed that our membership is getting younger, probably because BC, Brandeis
and Harvard are at capacity and the academic nature of our program is similar.
From Jim Lindberg, Academy for Lifetime Learning, University of Alabama-Huntsville
LLIs seem to fill a strong need for seniors and there still seems to be a strong interest in the type of
program that we offer. As more people hear about our program and as people retire, there should
be candidates to participate in the future.
From Wichian Rojanawon, LETS Program, UMASS-Boston
There is no doubt in my mind that LLIs will continue to grow as the number of older people with
good health increases.
From Eileen Duggan, Learning in Retirement Institute, George Mason University, VA
LLI’s will grow and prosper. Today and tomorrow’s seniors are seeking intellectual, cultural and
social stimulation. As the population grows, so will the demand.
From Ellen Christie, The Second Half: Lifelong Learning @ 50+, UmassDartmouth, MA
I think the future of LLIs is very positive. More and more people will find them attractive for their
mental stimulation and for their social interaction. It's a great way for folks to meet others who
share their interests.
From Jan Olson, Learning in Retirement, University of WI, LaCrosse, WI
Hard question. Money is always the bottom line along with the need for strong volunteerism. If
programming becomes weak or inconsistent, membership will likely decrease. Our local group has
formed a fund raising committee to help offset expenses. All committees are working hard to
remain active long into the future.
From Nancy Shepherd, Encore: The Senior College at San Juan College, NM
We see LLI’s as having tremendous potential. As the baby boomer population moves into
retirement, its members will expect the benefits offered by this learning experience and institutions
will be wise to pay attend to the demands.
From Joyce Kister, LLI-NVCC-Manassas Campus, VA
Hope to see LLIs in general to grow in membership and in programs offered.
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Nancy Merz Nordstrom, M.Ed.
Elderhostel Institute Network
March, 2004
From Lisa King, ILEAD, Dartmouth University, NH
We see LLIs growing in the future.
From Maxine Gilbert, SAGE Society, University of AZ, Tucson
I can only see growth in the future.
The above survey was conducted during March, 2004.
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Nancy Merz Nordstrom, M.Ed.
Elderhostel Institute Network
March, 2004
ELDERHOSTEL REACHES OUT TO A NEW AUDIENCE
In February, 2004, after four years of research, focus groups and a lot of hard work, Elderhostel,
Inc., the nation’s first, largest and most successful travel organization for older adults, unveiled a
brand new initiative aimed at a somewhat younger audience.
Road Scholar – www.roadscholar.org is a new Elderhostel project designed to address decreasing
enrollments and attract younger participants to their ranks. This new initiative is directed primarily
at people in their 50s and early 60s although there is no age limit.
Over the last five years Elderhostel enrollments have experienced a slight decrease, due primarily to
terrorism, an uncertain economy and the name “Elderhostel” itself. Those nearing retirement, as
studies have shown, tend to reject any terms that denote aging.
Brochures, catalogs and all promotional materials will focus on the name Road Scholar. The
Elderhostel name will be moved to the background.
Research by program developers at Elderhostel showed that the generation coming along wanted
things done a little differently. That being the case, Road Scholar programs will feature:
 Smaller groups
 More free time
 Fewer meals taken together
 Experiential learning vs. classroom/lecture learning
In other words, Road Scholar programs will cater to the individuality, flexibility and independence
that travelers in this age group want.
People will still have the luxury that comes from someone else making all the arrangements, as Road
Scholar will do. The programs will also ensure that travelers go “behind the scenes,” to places they
might not be able to go to on their own. But Road Scholar allows the traveler to chart their own
course for part of the program, to learn in the field rather than the classroom, and to experience the
sense of discovery and wonder that comes from educational travel.
There are some lessons here for long range planners at LLIs concerned about the future of their
programs. See the following three articles for insight into changes that will be necessary at LLIs in
order to attract the coming wave of Baby Boomers.
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Nancy Merz Nordstrom, M.Ed.
Elderhostel Institute Network
March, 2004
LLI MEMBERS: THE NEXT WAVE
Much is being made over the coming retirement of the Baby Boomers. There are those who say the
withdrawal of the more than 76 million Boomers from the workforce over the next 10-30 years will
change the face of retirement. There are those who say it will have a potentially ominous impact on
pensions and the delivery of health care services. Finally, there are those who say that the retirement
of such a large cohort will serve to somewhat refocus our nation’s cultural emphasis. Our society
will more fully appreciate, use and benefit from the wisdom, experience and knowledge of older
adults. 1
In order for LLIs to take advantage of the potential expertise and wisdom of the Baby Boomers as
older adults, however, Institutes will have to hold some appeal for this aging cohort. To do that an
LLI will need to understand the dynamics behind this generation. It won’t be enough to expect
Boomers to join your LLI because you have a good product or service. To attract them an LLI will
need an understanding of their values, attitudes and lifestyles. Institutes will also need to know how
and what shaped this generation – its history and its experiences. 2
Most of us know that the Baby Boom generation is defined as those born between 1946 and 1965,
in other words, the twenty-year span after World War II, a time of almost unparalleled prosperity.
The flip side of that, however, is that those born in the first ten to twelve years of this generation
were old enough to be impacted and shaped by the Cold War, the assassination of public figures,
Vietnam and the Peace Movement. Such events certainly leave their mark on a particular generation
as did the Depression and the Second World War on the preceding one. During the 1970s,
however, as things settled down, Boomers focused more on raising their families then on world
happenings. 3 That being the case, LLI courses that address this decade would appeal to them.
Since the earlier years of this generation were a time when most mothers stayed home, it’s been said
the Boomers are the most mothered generation in history. They have been called the “Me”
generation, due to the focus on their own needs, desires and self-growth. Arguably, however, their
having to compete with the millions of other Boomers has dictated the need to refine and hone their
abilities in order to stand out in that crowd. So, they are always looking for new ways to do that, no
matter what their age, which presents great opportunities for LLIs that offer courses to meet these
objectives. 4
Given the need to interact, produce and effect change amid the sheer volume of Boomers has
produced other ramifications as well. It means this cohort is very busy, and quite stressed, so they
want their information in short, easy-to-assimilate bursts. This translates into shorter LLI courses,
nearer to home. It means they prefer the company and opinions of other Boomers, so stressing the
community nature of an LLI will be a definite plus. Finally, this generation is to-date, the most well
educated in history, from pre-school right through job enhancement training. So, lifelong education
makes perfect sense to them. It is merely a continuation of an activity they have engaged in
throughout their lives. Joining an LLI would simply be the next step for them. 5
There are, however, some gaps in their education. Many have not had time to learn how to deal
with finances. LLI courses on this topic should have big appeal. They care about the local and
global environments, but need more knowledge in this area. So LLIs might want to offer courses of
this type, preferably outdoors. And, Boomers want to stay young and healthy.
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Nancy Merz Nordstrom, M.Ed.
Elderhostel Institute Network
March, 2004
They want to prolong youth, and are rejecting terms that have to do with aging. In response to that,
for instance, AARP has changed its name officially to just AARP. They are also planning a name
change for their magazine, Modern Maturity 6. So, Boomers will want courses on quality of life and
ways to keep themselves young. They now embrace any course or technique that is new age,
alternative or non-traditional and will continue to do so. Again, they will be amenable to the
concept of lifelong learning, this time because learning keeps one younger. Hand-in-hand with
thinking of themselves as young, however, they also tend to think of themselves as very special.
Baby Boomers have a sense of entitlement and expect to be treated as special (remember all that
mothering). They also want to be in control. The hands-on management style of an LLI and the
unique role of LLI members on campus should have instant appeal for them. And, being back on
campus will evoke old memories for most of them. Baby Boomers are nostalgic so LLI courses
about the past should prove very attractive. 7
It is being said that with the lengthening of mid-life thanks to improved health, and the inducement
to stay in the workforce, (the recent removal of the Social Security penalty for working after 65)
many people may not actually retire, as we think of it. 8 Money Magazine in a recent study said that
90% of the people it queried plan to become self-employed after they retire. If this is the case, then
LLIs may want to look at evening and Saturday programs for those who are still working. They may
also want to offer programs that are more hands-on and teach new work skills.
Baby Boomers also have a lack of fear, are willing to take risks and want to try anything new and
different. The more unusual and offbeat an LLI course is, the more it is likely to appeal to the
Boomer. Outdoor programs will also be a big draw, as they tie in to the more health-oriented focus
of the Baby Boomers. Along with that, the more process-oriented and experiential a course is, the
more appeal it will have, as will small discussion groups. And, just because your LLI is located in
the Snowbelt, don’t think the Baby Boomers will abandon you in a move to warmer climates. 9
Studies have shown that only 5% of people actually move after retirement. Most, of course, want to
stay near family, friends and that which is familiar. For those who do move, however, many are
looking for a full service community. College towns with their varied mix of cultural activities are a
big draw as they almost always have a wide array of amenities and services that appeal to all ages. It
would make sense for LLIs to begin thinking about offering a full range of options such as
partnering with senior centers, creating demonstration projects and implementing service programs
in order to attract Baby Boomers. 10 And, along with all that, let’s not forget about technology.
Baby Boomers are the technology pioneers, having developed, implemented and expanded the
technology movement into a worldwide phenomenon. LLI classrooms are going to have to be
“smart” classrooms, wired for the very latest in computer technology, capable of handling extremely
high use by the Boomers. 11
Lastly, with the aging of the Boomers, the lack of diversity in LLIs will begin to change. The
percentage of educated minorities in this generation is much higher than in the last, and continues to
increase daily.
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Nancy Merz Nordstrom, M.Ed.
Elderhostel Institute Network
March, 2004
So there you have it, a very brief summary of what LLIs are going to need to think about in order to
market their programs to the coming wave of Baby Boomers. What works for one generation
generally does not fully translate into the next. Some tweaking is always necessary given the tenor of
the times that helped shaped a particular cohort. What is good to remember, however, is that the 76
million people who make up the Baby Boom generation will ensure the viability of the Learning in
Retirement movement, and LLIs in particular, well into the 21st century.
References:
1. Journal of the American Society on Aging. “Generations: The Baby Boom at Midlife and
Beyond.” Spring 1998.
2. Fishman, A. “The Power of Lifelong Learning: Creating a Meaningful Third Age.” Videotape.
New York.
3. Weitzel-O’Neill, P. “How Adults Learn: A Changing Paradigm.” Elderhostel 2000 Conference.
March 2000.
4. Fishman, A. “The Power of Lifelong Learning: Creating a Meaningful Third Age.” Videotape.
New York
5. Ibid.
6. Manheimer, R. Keynote Address. Mid Atlantic Regional Conference. June 2000.
7. Fishman, A. “The Power of Lifelong Learning: Creating a Meaningful Third Age.” Videotape.
New York
8. Journal of the American Society on Aging. “Generations: The Baby Boom at Midlife and
Beyond.” Spring 1998.
9. Manheimer, R. Keynote Address. Mid Atlantic Regional Conference. June 2000.
10. Ibid.
11. Ibid.
LLI MEMBERS: THE NEXT WAVE, part 2
This article is a follow-up to one written last year. It reflects current information that was recently
found regarding the next wave of LLI members, the Baby Boomers. This information is presented
in bullet form, making it easier for LLIs to select items that may be useful in planning future
membership marketing initiatives.
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Fully 1/3rd of the U.S. population will be age 50 or older by 2010, up from 1/4th in 1991.
Baby Boomer marketing is the key to all marketing in this country for the next 25 years.
Community is the key to unlocking this market, which fits perfectly with the LLI concept.
The way Boomers were reached when they were 35 is the way they will be reached when they’re
65.
Emphasize market research. This means psychographics as opposed to demographics.
Psychographics mean looking at how people think and why they do what they do.
Don’t treat Baby Boomers the way you have treated similar age groups previously. They expect
much more.
The history, lifestyles and cultures of the Baby Boomers are different and they should be treated
as such.
Do not view the Baby Boomers as one gray mass. The danger lies in not recognizing their
diverse habits.
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Nancy Merz Nordstrom, M.Ed.
Elderhostel Institute Network
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March, 2004
If you are desirous of courting the growing 50+ audience, do not define it by age or income
alone, but instead segment this diverse market based on a combination of physical, social and
psychological factors.
The traditional linear plan, from birth through adolescence and marriage to death is no longer
accurate.
Baby Boomers are called “adult teenagers.” They’ll never follow the path of the older
generation.
This cohort tends to be much more individualistic with an inward focus. They do not accept the
status quo and are marked by their skepticism and rejection of authority.
Attract them through ease of use and knowledge of their wants and needs.
They value simplicity and like being in control.
Boomers have a sense of nostalgia and a desire to return to the way things used to be. LLI
classes that focus on the past should be a big draw.
Study the needs and dreams of this niche, then present your LLI with clarity, honesty and
responsiveness.
They don’t follow trends. Your marketing methods have to be personalized.
The Boomers refuse to grow old, and they will never be empty nesters.
This group will continue working well into their 70s and will take their youth culture right to the
end of their days.
Out of necessity or otherwise, many Boomers of both genders will continue working well past
retirement age.
They will not expect or accept physical deterioration. This is the generation of aerobic exercise
and “natural” foods, terms that will continue to carry weight for this bloc as it matures. They
are not going to sink gracefully into old age.
Highlight experience, not age. Talk about experiences, not getting older, to attract this audience
of individuals who are used to getting what they want and are not interested in growing old
gracefully. Experience fits in perfectly with the LLI concepts.
If your ads tout your LLI as being specifically designed for older people, it will probably not be
well received. Instead, emphasize that the people who will benefit most from your LLI are those
with experience to share and a desire to gain more experience.
Choose your wording carefully. Don’t address this group by calling it “older” or “senior.” The
words “mature” or “prime” are viewed in a much more positive light.
Use positive role models. Use healthy, active, age-appropriate role models in advertising.
Inspire people to take advantage of your LLI, don’t scare them into doing so.
Make sure that what you offer is perceived as good value for the money. As Baby Boomers get
older, they are making sure that what they buy is priced reasonably. Show them the value –
they’ll spend the money.
They have less leisure time than other adults, and claim to feel stressed more often.
Offer flexible services that are useful for busy people, such as evening and weekend classes.
Your marketing materials have to be simple and straight to the point. The Boomers have a
hurried lifestyle. Explain what you’re offering; include a call to action.
More boomers listen to radio than any other media. The Internet and TV don’t even come
close.
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Nancy Merz Nordstrom, M.Ed.
Elderhostel Institute Network
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March, 2004
Choose your media carefully, When targeting any specific market, choose media that reach this
audience. Find media that speaks to distinctions on lifestyle, stage in life and health status.
Don’t ignore the Internet.
Recent studies have shown that Baby Boomers online are growing. There are more than 7.6
million online users in this age group today, having risen from only 600,000 in 1995.
The Internet is a tool to keep in contact with other people, break feelings of isolation and to
socialize.
Boomers are highly educated and own more computers per capita than any other group.
When listing their priorities, they are more likely than others to focus on education - perfect for
the LLI concept.
Although they are highly educated, many are still learning. This trend will continue as long as
they’re healthy and can learn – just the membership an LLI needs and wants.
BABY BOOMERS AND TERMINOLOGY
Original query from Mary Ann Cobb, Academy for Retired Professionals, Emory University, GA.
One of the questions newcomers raise is the issue that people over 50 don't like to be called seniors,
and they don't like the word "retired." Statistics show that the Baby Boomers are on their way.
What do we do to serve this immense new audience?
From Tom Holloway, U3A Organization, UK
This reminds me of the 'terminology wars' of the 1990s, when everyone objected to everything. I
was very involved in 'special education' for years and eventually became weary of the twists and
turns of language that we were constantly exhorted to use. What's wrong with 'old'? Is it to become
a term of abuse like so many others? 'Seniors' is a problem - I get lots of letters from 'Seniors' asking
me to help them with their school WW2 assignments - but over there you seem to use it at both
ends of the age spectrum (or have I misunderstood something?). Organisations in the UK have now
settled on 'older person'. When I'm feeling *really* old and cantankerous I point out that my 15year-old son is 'older' since he has a sister of 13. It's all a moving target this terminology thing
<sigh>. No matter what word you settle on - someone is bound to object sooner or later.
From Lenora Plothow, Utah Valley Elder Quest, Utah Valley State College
Hi! The terminology issue has been discussed by Elderhostel for several years, and continues to be
an issue. However, since Elderhostel has become somewhat of a household word I would hesitate
to change it. Our LLI is very proud of the name they selected at our "conception" which is Utah
Valley Elder Quest (Elder Quest for short). Baby boomers are not affiliating, however I don't
believe the name has anything to do with that. We are now attracting many Boomers to our
Elderhostel programs, especially the active outdoor programs. I tend to believe the subject matter
being provided is key to the success of both organizations. Just my feelings.
From Jean Dettman, LIRA, UMass Lowell, MA
In response to the query from Mary Ann Cobb, I would suggest that more use be made of the term
"Third Age," which seems to be commonly employed by Europeans in our age stage. It has a
positive connotation, suggestive of great possibilities as this mature and productive phase of life
unfolds. I suppose though that "Third Agers" might not be a popular term either, although I would
prefer it myself.
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