About Fresh Coast Partners

The Founders of Fresh Coast Partners each have 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.

Working together for 10 years at Alterra Healthcare -- a predecessor company of Brookdale Senior Living -- Colleen Endsley and Pam Klein realized their passion for creating new options for older adults as well as a mutual respect for each others talents. They co-founded Fresh Coast Partners (FCP) with a shared vision and a complementary skill set that allows them to achieve a truly successful partnership.

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.


Pam Klein

Fresh Coast Partners - Pam Klein BioPam Klein has spent her career in the healthcare field including more than 22 years of experience in the senior housing industry. With a broad business background, Pam has management experience in all functional areas of business including marketing, human resources, communications, training, customer service, business development and finance. Prior to forming Fresh Coast Partners (FCP) with Colleen Endsley, Pam spent six years as Director of Affordable Housing for The Damone Group, a real estate development and construction firm based in Troy, Michigan. While at Damone, she was involved in the identification of new market opportunities and the financing of over $50 million in new affordable housing communities for independent seniors.  

Prior to joining Damone, Pam spent eight years as a senior executive at Alterra Healthcare, the predecessor company to Brookdale Senior Living. While Pam was at Alterra, the company grew from a $2 million Wisconsin assisted living company to a $450 million publically-held, national organization. Initially, Pam led the team that was responsible for market research, architecture, interior design, facility development and construction. Not a cookie-cutter approach, Pam’s team identified market opportunities and developed assisted living products to fulfill unmet demand. Critical to financial success was building a design that most efficiently and effectively supported the service delivery while allowing residents to maintain their highest functional abilities for as long as possible. As the company grew Pam moved into an internal infrastructure role where she lead and innovated the idea of an Employee Service Center, comprised of Human Resources, Training and Internal Communications and aligned with the company mission and strategic vision. The core tenant of the Center was to hire the best individuals, to provide them outstanding training and to reward and retain those who excelled in serving the customers -- the residents of the facilities and their families. Putting our employees first, we found that they, in turn, put our residents first and deliver the highest quality services and care.  

Like Colleen, Pam too has served as a caregiver to an aging family member. At the onset of her start in the senior housing industry, Pam’s grandmother transitioned from a active working adult to living with Pam’s parents and then evidentially moving to a dementia care facility. Her experience inspired Pam to continuously find ways to change the way America ages.


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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