mISSION & VALUES

Mission & Values

FINDING HOUSING AND COMMUNITY FOR SENIORS

SHORE - Senior Housing Relief for Elders

We are a 501(c)(3) organization that supports seniors and veterans with financial needs and barriers to quality senior housing. Our mission is to improve access to quality housing and offer relief to seniors in their communities. We strive to ensure that every senior has the opportunity to live in a safe, comfortable, and nurturing environment, regardless of their economic status.

Mission

Our mission is to improve access to quality housing and offer relief to seniors in their communities.

Vision

Our vision is a future where all seniors have access to affordable housing that allows them to thrive in the later years of their lives.

Values

Treat all seniors, donors, staff, and volunteers with dignity and respect. Always keeping in mind their journey and needs.

We always promise to operate with transparency, utilizing all resources to maximize the benefit to our seniors. Ethics guide our every action.

We are driven by the need to dedicate ourselves to fulfilling our mission. It feeds our sense of purpose to serve seniors.

Mission

Our mission is to improve access to quality housing and offer relief to seniors in their communities.

Vision

Our vision is a future where all seniors have access to affordable housing that allows them to thrive in the later years of their lives.

Values

Treat all seniors, donors, staff, and volunteers with dignity and respect. Always keeping in mind their journey and needs.

We always promise to operate with transparency, utilizing all resources to maximize the benefit to our seniors. Ethics guide our every action.

We are driven by the need to dedicate ourselves to fulfilling our mission. It feeds our sense of purpose to serve seniors.

The benefits of living and thriving in a senior housing community setting are immeasurable, yet many are shut out of this opportunity.

- Sue Farrow

Founder & Board Chair

The benefits of living and thriving in a senior housing community setting are immeasurable, yet many are shut out of this opportunity.

- Sue Farrow

Founder & Board Chair

Board of Directors

Founder & Chair of Board

Sue Farrow
Board Member

Danny Leonhardt
Board Member

Dan Negroni
Board Member

David Johanson
Board Member

Monica Carson
Board Member

Vicki Clark

Founder & Chair of Board

Sue Farrow

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. 

Board Member

Danny Leonhardt

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.

Board Member

Dan Negroni

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.

Board Member

David Johanson

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. 

Board Member

Monica Carson

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. 

Board Member

Vicki Clark

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. 

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. 

Board Member

Danny Leonhardt
Board Member

Dan Negroni
Board Member

David Johanson
Board Member

Monica Carson
Board Member

Vicki Clark

Board Member

Danny Leonhardt

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.

Board Member

Dan Negroni

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.

Board Member

David Johanson

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. 

Board Member

Monica Carson

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. 

Board Member

Vicki Clark

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. 

Leadership & Staff

Executive Director

Jennifer Prado
Fundraiser Coordinator

Jessica Grime
Marketing Coordinator

Monika Hernandez

Executive Director

Jennifer Prado

Jennifer is an accomplished, experienced professional with a strong education and nonprofit management background. Her career began as a teacher in Orange County, California, where she quickly realized her passion for leadership. After six years of teaching, she transitioned out of the classroom and into an education leadership role. Through this position, Jennifer created and enhanced educational programming and developed a passion for supporting organizational growth by formulating vision and goals. 

After much success, Jennifer served in various leadership roles and most recently served as a consultant to early-stage and small nonprofit organizations. Jennifer has had a proven track record of success by collaborating with boards of directors, stakeholders, and community partners to implement strategic plans, initiatives, and activities. With her strong leadership skills, passion for serving, and proven ability to drive success, Jennifer is well-equipped to make a meaningful impact as the Executive Director at Senior Housing Relief for Elders, Inc. 

Jennifer holds a Bachelor of Arts degree in Organizational Leadership from John F. Kennedy University and resides with her husband and daughter in Menifee, California.

Email:jennifer.prado@shre.org

Fundraiser Coordinator

Jessica Grime

Jessica Grime is a seasoned nonprofit professional whose impactful journey began amidst the dynamic landscape of the San Francisco Bay Area. Her illustrious path commenced as the Director of Development for prestigious organizations such as the San Francisco Zoological Society and the Cystic Fibrosis Foundation. From the vibrant city limits of San Francisco, Jessica transitioned her life to the serene mountains of Lake Tahoe, Nevada, where her passion for nonprofit excellence continued to flourish. 

Jessica’s expertise goes far beyond event management; she’s a strategic visionary known for crafting strategic fundraising plans that consistently propelled revenues for nonprofits. Her tenure wasn’t just about orchestrating successful galas or fundraising campaigns; it was about fostering connections, bolstering donor support, and amplifying the visibility of nonprofits within diverse and vibrant communities. 

Recognized as one of Tahoe Chamber’s 40 under 40 young professionals, Jessica Grime exemplifies a commitment to nonprofit excellence, leveraging her extensive experience with high-level donors, board of directors, and community leaders to drive meaningful change. Her dedication to making a difference continues to leave an indelible mark on the nonprofit landscape. 

Jessica holds a Bachelor of Arts degree in International Business and Spanish from San Francisco State University. 

Email:jessica.grime@shre.org

Marketing Coordinator

Monika Hernandez

In her current role, Monika focuses on full stack digital marketing, with an emphasis on pay-per-click (PPC) campaigns. She is enthusiastic about deploying her expertise at SHORE to spearhead effective marketing initiatives and foster the organization’s development.

In her current role, Monika focuses on full stack digital marketing, with an emphasis on pay-per-click (PPC) campaigns. She is enthusiastic about deploying her expertise at SHORE to spearhead effective marketing initiatives and foster the organization’s development.

Email:monika.hernandez@shre.org

Executive Director

Jennifer Prado

Executive Director

Jennifer Prado

Jennifer is an accomplished, experienced professional with a strong education and nonprofit management background. Her career began as a teacher in Orange County, California, where she quickly realized her passion for leadership. After six years of teaching, she transitioned out of the classroom and into an education leadership role. Through this position, Jennifer created and enhanced educational programming and developed a passion for supporting organizational growth by formulating vision and goals. 

After much success, Jennifer served in various leadership roles and most recently served as a consultant to early-stage and small nonprofit organizations. Jennifer has had a proven track record of success by collaborating with boards of directors, stakeholders, and community partners to implement strategic plans, initiatives, and activities. With her strong leadership skills, passion for serving, and proven ability to drive success, Jennifer is well-equipped to make a meaningful impact as the Executive Director at Senior Housing Relief for Elders, Inc. 

Jennifer holds a Bachelor of Arts degree in Organizational Leadership from John F. Kennedy University and resides with her husband and daughter in Menifee, California.

Email:jennifer.prado@shre.org

Fundraiser Coordinator

Jessica Grime
Marketing Coordinator

Monika Hernandez

Fundraiser Coordinator

Jessica Grime

Jessica Grime is a seasoned nonprofit professional whose impactful journey began amidst the dynamic landscape of the San Francisco Bay Area. Her illustrious path commenced as the Director of Development for prestigious organizations such as the San Francisco Zoological Society and the Cystic Fibrosis Foundation. From the vibrant city limits of San Francisco, Jessica transitioned her life to the serene mountains of Lake Tahoe, Nevada, where her passion for nonprofit excellence continued to flourish. 

Jessica’s expertise goes far beyond event management; she’s a strategic visionary known for crafting strategic fundraising plans that consistently propelled revenues for nonprofits. Her tenure wasn’t just about orchestrating successful galas or fundraising campaigns; it was about fostering connections, bolstering donor support, and amplifying the visibility of nonprofits within diverse and vibrant communities. 

Recognized as one of Tahoe Chamber’s 40 under 40 young professionals, Jessica Grime exemplifies a commitment to nonprofit excellence, leveraging her extensive experience with high-level donors, board of directors, and community leaders to drive meaningful change. Her dedication to making a difference continues to leave an indelible mark on the nonprofit landscape. 

Jessica holds a Bachelor of Arts degree in International Business and Spanish from San Francisco State University. 

Email:jessica.grime@shre.org

Marketing Coordinator

Monika Hernandez

In her current role, Monika focuses on full stack digital marketing, with an emphasis on pay-per-click (PPC) campaigns. She is enthusiastic about deploying her expertise at SHORE to spearhead effective marketing initiatives and foster the organization’s development.

In her current role, Monika focuses on full stack digital marketing, with an emphasis on pay-per-click (PPC) campaigns. She is enthusiastic about deploying her expertise at SHORE to spearhead effective marketing initiatives and foster the organization’s development.

Email:monika.hernandez@shre.org

Explore SHORE’s 2023 Annual Report, a comprehensive overview of our transformative year. This document showcases our milestones, impact, and our vision for the future.

View Report

2023 Annual Report

2023 Annual Report

Explore SHORE’s 2023 Annual Report, a comprehensive overview of our transformative year. This document showcases our milestones, impact, and our vision for the future.

View Report