SHORE Media Kit
Company overview, news, and media resources
Table of Contents
About
SHORE is a non-profit organization committed to improving access to quality senior housing. Our efforts focus on supporting seniors and their families in overcoming financial barriers to transition into and remain in assisted and independent senior living communities. Our vision is a future where all seniors have access to affordable senior housing that allows them to thrive in the later years of their lives.
Housing Relief Programs:
- Limited VA Aid and Attendance Grant
- VA Aid and Attendance Benefit Assessment Grant
- Senior Living Community Micro-Grant
History
Senior Housing Relief for Elders(SHORE), was founded in 2022 by Sue Farrow to tackle the issue of limited access to housing and services for seniors. Financial constraints have consistently limited access to these essential services. Despite the immense benefits of living in a senior housing community, many seniors remain shut out of this opportunity. SHORE’s mission is simple yet powerful: improve access to quality housing and provide relief to seniors in their communities
News
Leadership
Sue Farrow
Founder & Chair of Board
Sue Farrow is the founder and owner of Integral Senior Living and the founder of Senior Housing Relief for Elders. Since she first set foot in a senior housing community at 25, she’s loved the senior housing industry, and her enthusiasm for it has only strengthened. Sue has helped grow several senior housing companies over the years, including her own that she started 20 years ago.
Her experiences led her to create SHORE as a way to give back to the industry that’s been so good for her. She understands how seniors’ lives can be positively impacted by living in a senior housing community and is focusing on making that more accessible to everyone through SHORE. Her dream is for all seniors to have access to quality housing and services, regardless of their income.
Jennifer Prado
Executive Director
Jennifer is an accomplished professional with a strong background in education and nonprofit management. Starting her career as a teacher in Orange County, California, she quickly discovered her passion for leadership. After six years, she moved into an educational leadership role, creating and enhancing programs and supporting organizational growth.
Jennifer then held various leadership positions and worked as a consultant for early-stage and small nonprofits. She has a proven track record of success, collaborating with boards, stakeholders, and community partners to implement strategic plans and initiatives. With her strong leadership skills and passion for serving, Jennifer is well-equipped to make a meaningful impact as the Executive Director at Senior Housing Relief for Elders, Inc.
David Johanson
Board Member
David Johanson serves as a Director of Senior Housing Relief for Elders. Seeing his mother struggle with isolation and lack of community during the COVID-19 pandemic cemented his focus and desire to help address housing issues for seniors. In addition to being a Director for SHORE, he works for Robert Half in a software management role.
David believes that all seniors should have the opportunity to live in communities where they can thrive and have a sense of purpose.
Vicki Clark
Board Member
Vicki Clark joins SHORE as a director with more than 38 years of experience in the senior housing industry and a passion to understand aging and dementia. She previously served as the president of Vintage Senior Living, where she managed 24 assisted living communities.
Vicki also served on the boards of nonprofits focused on addressing the needs of the senior population. She was board chair and director for the 50+ Housing Council and the California Assisted Living Assocation. Vicki was also a founding board member of More Than Shelter for Seniors and currently serves on the board of CHBA. In 2004, she received the Outstanding Women’s Leadership Award from Argentum and still works with their Women in Leadership program.
Danny Leonhardt
Board Member
Danny Leonhardt joins SHORE with over 20 years of experience in the senior living industry, focusing on advisory services, lead management, and partnership development. He founded CareChanges in 2006, a national referral service aimed at simplifying the process of finding senior housing options for families.
After selling CareChanges, Danny became its President from 2021 to 2023, where he continued to drive the company’s success, underscoring the significance of strategic growth and service quality. His involvement with SilverAssist, which includes companies like FamilyAssists.com, ElderLife Financial Services and AidandAttendance.com, demonstrates his commitment to collaboration and development within the industry.
Danny’s work reflects a steady dedication to enhancing the senior housing sector, aligning with SHORE’s objective of providing affordable senior housing options. His background and achievements offer valuable insights and leadership to SHORE, supporting its mission to improve senior housing accessibility.
Monica Carson
Board Member
Monica Carson serves as a director of SHORE. With more than 18 years of senior management experience, she brings a solid education foundation and passion for developing state-of-the-art processes that support partnership growth, new student recruitment, and overall positive student outcomes and success.
Monica’s professional experience spans more than 20 years of service in enrollment and student service operations for higher education. During her career, Monica has worked for the University of Phoenix, Grand Canyon University, Orbis Education and Dream Center Education Holding and most recently served at the chief growth officer at American College of Education. She earned her bachelor’s degree from Illinois State University, and her master’s degree in adult and continuing education and teaching from the University of Phoenix.
Dan Negroni
Board Member
Dan is an Amazon best-selling author of Chasing Relevance: 6 Steps to Understand, Engage and Maximize Next Generation Leaders in the Workplace. He is also a master coach of CEOs, Millennials, and Gen Zs. He has trained and mentored over 25,000 Gen Zs, Millennials, and their managers and has worked with hundreds of companies to unleash performance and create engaged workplaces for all ages of workers, one individual at a time.
Dan was selected as one of Inc.’s Top 100 Leadership Speakers and has remained a regular keynote presenter at all management and young workforce-related events, including corporate gatherings, association conferences, industry events, and sales meetings.
Testimonials
Testimonials
Burton. S
“The grant from SHORE helped us move into an Assisted Living Facility while waiting for my VA Aid and Attendance. We relocated from North Carolina to California, as living in a basement apartment with steep stairs was too difficult for us at 94 and 86 years old. We also needed assistance with meals, laundry, and transportation to medical appointments.
Thank you so much for this Grant. We would not have been able to make the move into senior assisted living without your help.”
– Burton. S
Marcellus. D
“At nearly 80 years old, my health declined rapidly, and I needed to move to a senior living residence. SHORE made this sudden transition smooth and stress-free by providing invaluable financial assistance. Their grant helped alleviate the stress of declining health and the move. I’m grateful for SHORE’s support and hope other veterans can have the same positive experience. Thank you.”
– Marcellus. D
Connie. S
“While living on a fixed income and Social Security, the shore grant was instrumental
in helping cover move-in fees at the community.”
– Connie. S
VA Aid and Attendance Benefit Assessment Grantee
At nearly 80 years old, my health declined rapidly, and I needed to move to a senior living residence. SHORE made this sudden transition smooth and stress-free by providing invaluable financial assistance. Their grant helped alleviate the stress of declining health and the move. I’m grateful for SHORE’s support and hope other veterans can have the same positive experience. Thank you.
– Marcellus. D
Limited VA Aid and Attendance Grantee
The grant from SHORE helped us move into an Assisted Living Facility while waiting for my VA Aid and Attendance. We relocated from North Carolina to California, as living in a basement apartment with steep stairs was too difficult for us at 94 and 86 years old. We also needed assistance with meals, laundry, and transportation to medical appointments.
Thank you so much for this Grant. We would not have been able to make the move into senior assisted living without your help.
– Burton. S
Senior Living Community Micro-Grant
While living on a fixed income and Social Security, the shore grant was instrumental in helping cover move-in fees at the community. Thank you so much for helping relieve part of the financial burden and stress of unexpected move-in costs to the community.
– Connie. S
Quick Facts
By the Numbers
118 seniors assisted
into senior housing
$98,850 awarded
Aid and Attendance
Benefit Assessment Grant
105 Veterans Grantees
$79,000 awarded
Senior Community
Living Micro-Grant
10 Senior Grantees
$10,000 awarded
Limited VA Aid and
Attendance Grant
3 Veterans Grantees
$9,817.20 awarded
Total amount raised
2024-2025
$54,703
Total Donors
2024-2025
43 Donors
Notable Communities
| Community | # of Seniors |
|---|---|
|
Brookdale |
15 |
|
Pacifica |
5 |
|
Sunrise |
3 |
|
CiminoCare |
2 |
|
MorningStar |
2 |
|
Novellus |
2 |
Partnerships
SHORE has partnered with the following third-party organizations to empower senior veterans in making a dignified transition into senior living. Through our Benefit Assessment partnership, veterans can secure their Aid and Attendance benefits at no cost to them, enabling them to afford essential senior care. This collaboration ensures that veterans receive the support they need for a smooth and stress-free financial transition.
Patriot Angels Partnership
SHORE offers financial grants to applicants, paid directly to Patriot Angels, to cover the cost associated with the long-term care assessment.
Patriot Angels, established in 2012, assists wartime heroes and their spouses by simplifying the complex process of applying for the Aid and Attendance pension. Patriot Angels helps you streamline your VA benefit application and cuts through the government red tape to properly serve you.