Virginia United Methodist Homes Rebrands as Pinnacle Living

RICHMOND, Va. — Virginia United Methodist Homes Inc., a faith-based owner-operator of seven seniors housing communities in Virginia, has changed its name to Pinnacle Living.

Founded in 1948 by leaders of the Virginia Methodist Church, Pinnacle Living is home to more than 1,240 residents in Richmond, Williamsburg, Roanoke, Norfolk, the Eastern Shore and Northern Virginia. It employs more than 1,000.

"We realized our former name simply did not reflect who we are today," says Christopher Henderson, president and CEO. "For the last several years, we have been working to create a culture where age does not define a person. Our new name better represents our focus to provide the very best in partnership with our residents, their families and our team."

Pinnacle conducted consumer research regarding perceptions of its communities. Among the findings was a strong negative perception to the word "homes" in the former name, and many incorrectly assumed membership in The United Methodist Church was required to live or work in the communities.

The name change and accompanying graphic design will roll out over the next few weeks, and continue for several months.

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