Business Spotlight: New Antioch care home offers many activities for seniors

By Roni Gehlke

Name of business: Brenda's Love for Seniors and Activities

Type of business: Residential care home for the elderly

Owners: Brenda Dickinson, licensee and administrator

Founded: Became licensed by the Department of Social Services in May 2009; Grand opening is today and Saturday.

Address: 3106 Tabora Drive, Antioch

Phone number: 925-783-4282

Hours: 24 hours/seven days a week

Number of employees: There will be one caregiver for every three residents. In addition, Dickinson

Brenda's Love for Seniors and Activities takes care of anyone from the frail elderly to people with dementia who require assistance with their activities of daily living. Services include any number of things, including bathing, cooking, dressing and toileting.

How did you get into the business: "I have been the director of the Life Enhancing Activity Program for the past 20 years," Dickinson said.

She said that the program was run by her and three activity professionals, who provide activities in approximately 50 care homes from Brentwood to San Ramon.

Best part about the business: "What excites me is to see over and over again the benefits that happen when the elderly are offered stimulating, challenging and meaningful activities and especially for those who have dementia," she said. "Most people with dementia lose their ability to initiate activity. It becomes very difficult for them to independently get something to do for themselves and as a consequence there can be a lack of stimulation."

Dickinson said she would train her caregivers to offer a variety of activities throughout the day so television is not their primary activity.

"Perhaps the resident can help the caregiver bake cookies, plant a flower in the accessible raised bed my husband built, listen to a sing-a-long that brings back memories, or play a fun game."

She said the best part of this business is to see people engaged in meaningful activities and the difference it makes in that moment.

"My care home is designed to enhance the lives of the elderly by meeting their overall needs, which includes opportunities for success and a feeling they have accomplished something that day."

Worst part about the business: "Of course, you get attached to the residents you are caring for and when they pass it is very difficult. However, I will have a hospice waiver so people can stay until the end of their life," Dickinson said.

Key to success: "Getting the word out that I am offering a unique and innovative care home for the elderly," she said.

Biggest misperception about the business: "People are skeptical because of what they have read or heard about elderly care. Most of the time, I see excellent service in board-and-care homes," she said.

Future plans: Dickinson said that she hopes she will have a successful care home and be able to open another. In the meantime, she will hold a grand opening for this one today and Saturday from 10 a.m. to 2 p.m. on both days.