Frontida’s Mission is to Build Trust
You want your family member to be in a place you can trust. At Frontida, we build trust because we:
- Tell the truth
- Work hard
- Follow the rules
- Love others
- And, have fun!
With team members and residents in 8 assisted living homes, we recognize that we have a big responsibility.
We are motivated by stories from families telling us they can finally sleep at night knowing that they TRUST the home where their loved one is living.
We are committed to working through difficult situations and solving problems so our residents may enjoy their lives. We succeed because we first build trust.
Experience the Frontida difference and contact us today.
Our story begins in 2009
In 2009, Steve and Crystal Miller were approached about an opportunity to purchase three assisted living facilities in Milwaukee County. They were counseled that they could own these facilities, hire an executive director, and sit back and reap the benefits of a successful business. They chose “Frontida” as their name because it is the Greek word for “care” or “nurture.”
After only a few months, it became clear that without an owner involved every day, this business would surely fail. Steve and Crystal decided that Crystal should become a part of daily operations, get her CBRF certifications, gather knowledge, and develop relationships with industry professionals as mentors and friends. This is what she did and by early 2010, Crystal was thrust into an executive role when the executive director left without notice. In her wake, she left an extensive state survey at Michele Home, 17 violations, with only a month to make corrections and then be verified by the State of Wisconsin DHS.
At that crucial moment in Frontida’s history, Crystal determined that the values that Frontida now holds would be the key to Frontida’s success. Since that time, she and her team have been building trust by doing these things… 1. Tell the truth. (In Crystal’s words, “tell the truth, all the time, even when it is hard.”) 2. Work hard. (In the beginning, to correct the problems at Michele Home, Crystal worked many 16 hour days to reach compliance.) 3. Follow the Rules. 4. Love Others. These things are what Frontida team members still talk about every day in our interactions with each other and other stakeholders in our business. To celebrate our fifth year anniversary, the 5th value of “Have Fun” was added.
In 2010, Steve and Crystal added Golden Oaks Home to the Frontida portfolio and in 2013, both Liberty House and Willowgreen Home were added to the Frontida group of homes. In the summer of 2014, Frontida added Adelaide Place in Fond du Lac, and in the spring of 2016 they opened Azalea Place in Kenosha. Frontida of Kimberly was added in the fall of 2017.
At the beginning of 2019, the baton of ownership of the original 3 Milwaukee homes was passed on to Willowbrook Senior Living; and Wabash Home, Magnolia House, and Fardale Home are no longer owned by Frontida Assisted Living. Watch a video of Crystal sharing information about the transition or read about it here.
Steve and Crystal value the concept of group-home-style assisted living (CBRF) because it offers a family-like atmosphere. The intimate size of Frontida’s homes allow the caregivers to know each resident individually and provide care that is carefully personalized to meet their needs and goals.
Steve and Crystal also value the opportunity to develop Frontida’s team members and help them reach their goals. The values that Frontida holds sometimes become a part of our team members’ personal culture. Steve Miller regularly holds optional off-site workshops for team members who want to improve their lives based on the truths represented in Frontida’s values. These workshops are interactive and are guided discussions on Relationships, Priorities and Motivation (RPM). Recently a caregiver who attended RPM shared with Crystal that she had met her goal of becoming a CNA after being encouraged that she could work hard to attain it. She said “If you really want to reach your goals, Frontida is the best place to work!” These are the stories that motivate Frontida’s leadership team to continue doing good work. Frontida was voted a Top Workplace by its team members for 6 years in a row (2015 – 2020).
Awards and accomplishments
2018 Ovation Awards — Crystal Miller is awarded Entrepreneur of the Year
- KABA article announcing the 2018 Ovation Award winners
- KABA coverage of the awards
2017 Ovation Awards – Frontida Assisted Living receives the Fast Five Ovation Award
- KABA article announcing the 2017 awards
Speaking engagements and events
- Crystal Miller spoke at Women in Business 2017
- Frontida at the BizExpo 2017
- Crystal Miller was a panelist for the Women in Business Breakfast 2017
- Addressing the workforce crisis for long-term care on CBS (video/2018)