About Fresh Coast Partners

Fresh Coast Partners has more than 25 years of professional experience in the healthcare and senior living industries including independent senior housing, assisted living and dementia care. Based in Wisconsin, Fresh Coast Partners has development and management experience in more than 27 states across the nation. With this perspective comes the realization that each senior housing property is unique to the community in which it is situated. Fresh Coast is adept at creating partnerships with government agencies, nonprofits, and for profit organizations to create successful senior housing communities. We are experienced in working with start ups, troubled properties, acquisitions and small local providers as well as national, publically-held companies.

Fresh Coast Partners was founded on the premise that when a company puts its people first that the results will be spectacular. Quality services can only come from employees who feel valued, empowered and motivated to care for those who depend on them - our residents and their families. By putting our employees first, they in turn will put our seniors first.


Colleen Endsley

Fresh Coast Partners - Colleen Endsley BioColleen Endsley has over 25 years of executive management experience in the senior living and long term care fields with a proven record of leadership. Prior to co-founding Fresh Coast Partners (FCP), Colleen had her own consulting practice, CME Senior Housing Consultants, where she provided interim management services to assisted living and memory care providers. Consulting areas included day-to-day operations, development of policies and procedures and resolution of regulatory issues, such as halts to admissions and revocation of operating licenses. Being pro-active and focused on quality is Colleen’s passion in assisted living. A former President of the Wisconsin Assisted Living Association (WALA), Colleen was the driving force in establishing the WALA Diamond Accreditation program, the purpose of which is to improve and maintain the highest standards of quality care and services for assisted living residents in Wisconsin.  

An innovator in the industry, Colleen was instrumental in the development of the Wisconsin Affordable Assisted Living Program which combines the Section 42 Low Income Housing Tax Credit program with the Family Care Medicaid wavier program providing access for moderate income seniors who otherwise cannot afford assisted living. She has held executive positions at a number of national and regional assisted living companies, including Alterra Healthcare – the predecessor company to Brookdale Senior Living. Colleen started her career with Alterra as a Residence Director of one of their original assisted living facilities and quickly rose through the ranks to the position of Vice President of Resident and Family Services with involvement in the more than 450 communities. Colleen’s passion was the day-to-day operations with a focus on hiring, training and retaining caring, compassionate, reliable staff. She provided strong leadership to the professional staff that managed the properties and continued to develop trusting relationships with the front line staff. 

As one of the pioneers in the Memory Care sector, Colleen has presented both nationally and internationally on topics related to meeting the challenges of residents with dementia. Prior to entering the assisted living industry, Colleen began her long term care career in Milwaukee area nursing homes operated by Beverly Enterprises (now Golden Living), a national nursing home chain.  

As a caregiver to her grandparents and a disabled uncle, Colleen saw first-hand the issues family members encounter when trying to find quality services at an affordable price. Her experience inspired her to seek a career in the senior housing field where she could be instrumental in developing new and innovative ways to help aging seniors stay independent.


Our Team approach…

Fresh Coast Partners believe that all seniors, regardless of income, are entitled to live in a high quality environment and to receive services as needed and desired. In many ways, we view ourselves like a family business. As a flat organization, we are there to support each member of our team. Though team member may possess unique expertise and play a specific role in the organization, the bottom line is that we are ALL responsible for ensuring that we meet the changing needs of our residents. Putting our seniors FIRST is job number one.

Our Mission…

Our mission is to set the standard for maximizing the quality of life and dignity of older adults. We define quality of life as promoting and supporting aging in place, personal empowerment and innovative options for seniors.

At the core of every decision, is our mission. A focus on quality infuses all we do. We expect no less in our employees and our partners.

Our Affiliations…

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