About Us

Primrose Alzheimer’s Living, Inc. is a California corporation providing services to individuals with memory impairments. Primrose operates under a residential care facility for the elderly (RCFE) license which is sometimes referred to as an assisted living facility. Primrose opened its Santa Rosa facility in March 1997, with a full continuum of memory care services.

Primrose, unlike other assisted living companies, focuses exclusively on adults who have memory loss including Alzheimer’s disease and related forms of dementia. Offering a full continuum of Alzheimer’s services sets Primrose apart from other Alzheimer’s assisted living companies that only offer residential care.

Memory Care Services

Services offered at Primrose include residential care, respite care, hospice care and adult day care. Primrose has developed unique operational protocols to enhance quality of care for residents. Each community is directed by a management team of professionals. Training programs teaching the specifics of Alzheimer’s care and behaviors are offered to all employees.

We have an emphasis on security and safety in our settings. Residents enjoy free movement to walk off any aggression and can enjoy nature while getting fresh air and exercise. Our secure perimeter provides both protection and oversight, and we have locked gates that are carefully monitored for the benefit of our residents.

Primrose’s signature dementia programs incorporate the latest disease research findings. Activities incorporate aroma therapy, light therapy, touch therapy, music and pet therapy. Ratios of caregivers to residents are continually evaluated to enhance compatibility with our residents varying levels of cognitive functioning.

Designed for Memory Care

In addition to the dementia specific programs, Primrose has facility interiors that are designed with way-finding cues and devices and colors that help to reduce confusion. Exterior areas are nicely landscaped with plants, flower and vegetable gardens, activity areas and wandering paths with resting areas to encourage socialization.

We offer a wonderful range of activities through our Residential Care programs, Day Club and Respite programs. These are catered to each person’s abilities and cognition. Our calendar of activities includes opportunities for gardening, seasonal and holiday celebrations, arts and crafts, birthday celebrations, devotional services, outings to museums, library and local stores, and much more. These activities are intended to be life-affirming and encouraging. Familiar routines such as laundry, dining, and gardening allow our residents to be comfortable and independent while participating in social settings, too.

Dining at Primrose

Our dining and nutrition program incorporates the latest research on what is needed for individuals facing memory loss. We support specific diets and medical restrictions and can accommodate the likes and dislikes of our residents. Our meals are comfortable occasions and are served restaurant-style, not on a tray in an institutional setting. We value the dining experience as a chance for our residents to preserve their independence and dignity. We also offer convenient snacks in between meals and have indoor and outdoor water stations around our communities.

We encourage the involvement of family members, through care conferences, phone calls, support meetings, playground and tours. We consider the family to be part of our care team and relatives are welcome to enjoy meals with our residents or hold special parties with their loved ones. Pets are welcome too, as long as they are up to date in vaccinations, are well-behaved, and residents are able to take care of their pets themselves.   Ask about our pet program!

Caregiving Staff

Our staff is closely involved in all aspects of caregiving, from our nursing department to our family services director and our entire team. Our family atmosphere provides a warm working environment that is attuned to the needs of our residents.

There are many benefits to choosing Primrose for that special care. We recognize the challenges that come to those facing memory loss and we encourage our residents to live in the moment. We are not judgmental but instead focus on success stories, validating positive moments and using skilled training tools for encouragement. We view our Primrose environments as being an effective assisted living solution that is specially tailored for our residents. We do offer hospice waivers in the appropriate situations, which allows residents to continue their stay here.

We hope that for our residents and their families, choosing Primrose provides peace of mind and relieves the caregiver stress and burnout that is all too frequent. We want our residents and their relatives to enjoy life without having to worry about the stress of caring for a family member with memory loss.