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Morning Pointe Senior Living

Cause Area

  • Arts & Culture
  • Children & Youth
  • Community
  • Faith-Based
  • Seniors


1005 Generations WayFranklin, TN 37064 United States

Organization Information

Mission Statement

Morning Pointe communities are dedicated to providing services that enhance the wellness, lifestyle and enjoyment of senior living. Assisted Living (TN, GA, AL, IN), Personal Care (KY), and Alzheimer’s services are provided in a caring, secure environment that promotes hospitality and dignity while maintaining an independent quality of life.


When Greg Vital and Franklin Farrow started Morning Pointe Senior Living in Chattanooga, TN back in 1996, they didn’t even have a computer. "All we had was a business plan and our last paychecks from our former employer." At the time, Vital was 39 and Farrow was 26. After years of working together in senior living, the duo was excited to break into the growing industry with a new venture. Their mission was to provide a different type of senior care than the nursing home model they were accustomed to, and their initial goal was to develop a half dozen brick and mortar communities for senior living services. But first, they had to purchase a computer. So they ordered one by mail, loaded up QuickBooks, and got to work. Today the company has 35 Locations (more in the works) serving 1600 residents, 1,500 associates, and an IT and accounting department that looks...a lot different. From Concept to Creation How did a dream turn into one of the most successful assisted living (TN, GA, IN, AL) providers in the southeast?


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