Hallmark Holdings, LLC Changes Name to Allegro Senior Living, LLC As It Prepares For Continued Growth

St. Louis, Missouri - August 17, 2010

Hallmark Holdings, LLC, a St. Louis, Mo.-based company that owns, manages, acquires and develops senior housing properties, today announced that the company has undergone a rebranding that includes changing its name and the names of its operational entities to better reflect the company’s make up and position it for future growth. Hallmark Holdings, LLC, will now be known as Allegro Senior Living, LLC, leveraging the Allegro name that features prominently in the branding of the individual luxury senior living communities the company has developed over the years.

As part of the rebranding, Hallmark’s operational divisions, formerly called Love Management Company, Inc. and Hallmark Development Company, will now be known as Allegro Management Company and Allegro Development Company, respectively. The name changes are a logical next step in a process that began in 2007 when the company consolidated its management and development arms under the Hallmark umbrella, which also encompassed the various Allegro properties.

“Despite operating as one company, we found that employees, residents and their families and others in the senior living industry were often confused about how our ownership, management and development entities were connected,” said Douglas Schiffer, President of Allegro Senior Living, LLC. “Now our name makes it more apparent that we are one company, better describes what we do, and puts our corporate identity in line with that of our individual Allegro properties, which are recognized and well-respected within the senior living industry.” 

Allegro, which is a musical term meaning lively, was the name given to the company’s first property because it represented the type of active, fun-filled lifestyle that the Allegro was designed to offer. It’s a lifestyle experience that appeals to many of today’s active seniors who have chosen to call one of the Allegro properties home and are fueling the company’s growth.

Allegro Senior Living owns six properties with a market value in excess of $123 million, and is investing $64 million in the development of two additional senior living communities in Stuart, Fla. and Jupiter, Fla. The new properties will add a total of 332 units to those owned and managed by Allegro Senior Living, providing jobs for an additional 285 employees. As a result, when the projects are completed, Allegro Senior Living, LLC, will be approaching 1,000 employees and will operate more than 1,000 units, representing a 50 percent increase over the current size of the company.

“We’re pleased with our growth trend in the midst of this challenging economy and excited that as we expand our portfolio, our range of exceptional senior living experiences can now be offered under one unifying brand,” noted Schiffer. “The owners, developers, managers and onsite staff can now be more easily identified as part of one team and can focus on communicating and delivering the benefits of the Allegro lifestyle experience without distraction.”

For more information, visit www.allegroliving.com, or contact Douglas Schiffer at (770) 551-2711

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