Town Square

Town Square was developed in San Diego, California, by The George G. Glenner Alzheimer's Family Centers, Inc., which has decades of experience in memory care programming. Its adult day care centers use fully immersive 1950s and 1960s settings based on reminiscence therapy for seniors living with Alzheimer's disease and other forms of dementia. SH Town Square Franchising, Inc. formalized the franchise in 2018 and maintains a strategic alliance with the Glenner Centers. CEO Peter Ross, who co founded Senior Helpers Franchising, brings franchise scaling experience to the brand. In July 2023, Tony Bonacuse, Ross's co founder from Senior Helpers, became President. As of 2024, Town Square had 10 franchised units in the United States, with locations in Florida, Maryland, New Jersey, Georgia, and Texas. The United States adult day care market exceeds $4 billion annually. It is also serving an aging population that includes 73 million baby boomers. Town Square is an early stage concept with clinical differentiation and a leadership team that has previously built a senior care franchise brand.

Approximately 6.7 million people in the United States currently live with Alzheimer's disease, and the Alzheimer's Association projects that figure will reach nearly 13 million by 2050. Adult day care provides daytime programming for seniors who cannot safely remain home alone and can offer a more affordable alternative to residential memory care, which may cost $5,000 to $7,000 per month. The market has historically included many nonprofit and government operated providers, leaving room for private franchise systems to expand. The number of Americans aged 65 and older is projected to reach 80 million by 2040, while smaller families and geographic separation are reducing the available caregiver network. Town Square primarily relies on private pay revenue, with potential Medicaid and VA benefit reimbursement. Its typical private pay customers include adult children aged 45 to 65. No national franchise competitor has built a comparable reminiscence therapy based immersive environment, which gives Town Square a distinct position in this segment.

The initial franchise fee is $99,500, or $89,550 for qualifying veterans. Estimated initial investment ranges from $847,224 to $1,387,268, with construction accounting for $500,000 to $800,000. Model 1 covers approximately 10,000 square feet and carries a total investment range of $1,513,500 to $2,453,000. Model 2 covers approximately 5,000 square feet and ranges from $925,000 to $1,510,070, although every location requires at least 5,400 square feet. Other costs include lease, utility, and security deposits of $30,000 to $60,000, legal and professional fees of $30,000 to $45,720, insurance of $13,000 to $25,000, signage of $10,000 to $22,200, a $25,000 project management fee, and three months of working capital ranging from $50,000 to $100,000. Applicants need at least $250,000 in liquid capital, $500,000 in verifiable net worth, and a credit score of 700 or higher. The investment exceeds the adult day care average of $319,581 to $552,800 and is intended for well capitalized owner operators.

Each center recreates a small town from the 1950s and 1960s with period appropriate storefronts, music, signage, and programming designed to activate long term memories in seniors with dementia. The approach is based on research indicating that autobiographical memories from early adulthood are among the most resilient in Alzheimer's patients. Centers require trained care professionals, activity coordinators, and support staff, making hiring and retention central operating concerns. Corporate support includes Vice President of Operations Melanie Miranda Lusby, who joined in October 2023, and Director of Training and Communications Lynsey Geraghty, who has been with the organization since May 2021. Pete Spillum serves as VP of Operations and Franchising, while Megan Linscott is Franchise Operations Coordinator. New franchisees receive training in the clinical programming model and business operations, followed by support from field consultants and the corporate team. Franchise agreements include territorial exclusivity. Many franchisees plan to operate multiple units. Because the model depends on memory care programming and a consistent care culture, it is better suited to an owner operator or actively managed investment than to absentee ownership.

Private pay enrollment is the main revenue source, with Medicaid reimbursement and VA benefits available for qualifying participants.

Town Square began franchising in 2018 and has emphasized the quality of openings over rapid unit growth. As of April 2023, seven centers were operating and 15 additional locations were committed and in development. A 2024 data point reported 9 to 10 operating units, with at least one new unit opened during that period. The brand describes its growth as being on a roll since June of 2021, following the post pandemic normalization of senior care services and increased family awareness of structured day programs. A Fort Mill, South Carolina lease in the Greater Charlotte market was signed for a location planned for early 2024. New franchise owners in Bergen County, New Jersey were also preparing to open in 2024. Leadership additions included Tony Bonacuse as President in July 2023 and Melanie Miranda Lusby as VP of Operations in October 2023. Town Square's differentiators include its immersive environment, its alliance with the George G. Glenner Alzheimer's Family Centers, and the Senior Helpers experience of its founding team. The brand evaluates territories using senior population density, economic indicators, and market saturation. Featured markets include Phoenix, Arizona, Orlando, Florida, Miami, Florida, Jacksonville, Florida, and Dallas, Texas, each with a large and growing 65 plus population.

The intended franchisee is a well capitalized operator with an interest in elder care and community impact, rather than a passive investor seeking hands off income. Healthcare or senior services experience is valued, but the system trains operators in the clinical programming model. Management experience and the financial ability to support a 12 to 18 month enrollment ramp up are more important qualifications. Applicants need $250,000 in liquid capital, $500,000 in verified net worth, and a credit score above 700. Several franchisees entered the system planning to open two or more centers, supporting scale and territory coverage. Market selection considers senior population density, per capita income, and existing adult day care saturation. The system directs candidates toward markets judged to have stronger potential rather than selling territories without market review. The franchise agreement provides a structured long term relationship for a capital intensive concept. Fort Mill, South Carolina, and Bergen County, New Jersey show the geographic range of the current development strategy.

Town Square combines an aging population of 73 million baby boomers with a fragmented elder care market that is becoming more professionalized. The brand operates without a direct national competitor using the same immersive reminiscence therapy model, and its leadership includes former Senior Helpers collaborators. Total investment of $847,224 to $1,387,268 is above sector averages, while the available revenue figures offer a basis for further financial review. PeerSense provides franchise due diligence information such as SBA lending history, Loan Activity Score analysis, location maps with Google ratings, FDD financial data, and comparison tools for reviewing Town Square alongside other senior care concepts.