Senior Leadership Team

As told by Crystal & Steve Miller

The journey that led us to Frontida, as it stands today, began in 2009. At this point in time, we had never considered entering the world of care before. But approached with an opportunity to become owners of three assisted living communities, the concept of being involved in an industry that cares for those who could no longer support themselves really resonated with us. In a position to make good on the offer, we stepped up to the challenge of business ownership.

To truly make it our own, we revisited the name of our brand and business to create something that represented what we valued as a care provider; honest, compassionate care you can trust. What developed was our current name today, Frontida, a greek term meaning, at its most fundamental level, to ‘care’ and ‘nurture’.

After only a few months of ownership it became clear that simply ‘overseeing’ the business wasn’t enough; if we really wanted Frontida to become what we had envisioned, it was time to invest ourselves into the fabric of how things were run. Become fully immersed in it. So that’s what we did. 

Crystal obtained her CBRF certifications and gained as much knowledge as she could from others in the field to understand what it would take to become a great leader in high quality care. And when our executive director left in early 2010, she willingly took their place to implement extensive and fundamental change (at the time of the ED’s exit we were left facing an extensive state survey, 17 violations and only one month to make corrections).

At that crucial moment in Frontida’s history, we sat down and worked out what it would mean for Frontida to be successful. To us, success meant being able to provide a place where people could feel safe and cared for, a place they could truly feel at home. It also meant creating an exceptional working culture that staff would be proud to be a part of. This is when we decided to develop our set of values that would breathe life into Frontida, and guide us along the path to success; values still stand strong to this day. 

Looking back on where we began, to where we are now, words can’t describe how proud and grateful we are to all who have been part of the journey. And with one eye on the future, we’re even more excited to continue to enhance and uplift the lives of our residents and their families for years to come.

—— Crystal & Steve Miller