Jim Thares, Primrose founder, emphasizes that the objective of each Primrose community is to provide a comfortable, convenient, secure and enjoyable environment for seniors. “We are in this business,” he says, “ to help seniors enjoy a healthy, happy lifestyle.” Thus, the Primrose theme “This is living” represents the fulfillment of this philosophy. Primrose is guided by this philosophy in all phases of its work, beginning with the architectural design of its communities, the location and staffing of them, and the ongoing management and caretaking that are part of each Primrose.