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Prime Senior Management breaks ground on independent living community in West Knoxville

New senior apartments to open mid-2020 in Northshore residential area

KNOXVILLE - Senior housing is soon to become more affordable for middle-class seniors in Knoxville. Development is now underway for Prime West Knoxville, a new independent living community with 145 one- and two-bedroom apartments. The community, located at 1932 Falling Waters Road, is designed specifically for physically and socially active seniors. Prime’s management team broke ground March 20 on the $26 million project, which is scheduled to open in summer 2020.

prime senior management
(left to right): Brett Massey Mike Creeden with NorSouth, Debra Maynard, Marly Shuman with NorSouth, Joel Locker and Greg Craft; image courtesy of Prime Senior Management

Joel Locker, Prime’s Chief Executive Officer, attended the initial groundbreaking alongside President of Development Greg Craft, President of Operations Debra Maynard, and President of Project Development Brett Massey. Prime Senior Management, which is headquartered in Charlotte, NC, will develop and manage the property. As a newcomer in the senior living space, Prime’s goal is to provide high-quality accommodations to middle-class seniors, an underserved population that Maynard says is facing an affordability crisis.

“Our core mission is focused on providing accommodations to active, healthy seniors occupying the mid-market,” says Maynard. “Without sacrificing a high quality of life, Prime will focus on providing these essential opportunities to densely populated suburban areas. With a booming economic climate, West Knoxville was the ideal location for our inaugural community.”

Prime West Knoxville will combine innovative healthcare technology with southern hospitality to promote social engagement and inclusivity. Prime will balance casual living with an emphasis on social activities, from group excursions and holiday events to a community hydroponic garden and communal dining. Apartment floor plans include spacious living areas, well-sized closets, and full kitchens with stainless steel appliances and granite countertops. Future residents can also expect features such as large bathrooms with step-in showers and either patios or balconies.

Maynard adds, “Prime West Knoxville intends to break the mold on what to expect from senior living. Our goal is to serve the middle market while providing an environment that encourages resident growth and exploration at any age.”

For more information on Prime West Knoxville or to view other community developments, visit

Published June 4, 2019

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