“Every Day Is a Party”: Memory Care Director Samantha’s Philosophy of Fun

Some days start with dancing. Others end with parties. For Coterie Cathedral Hill Memory Care Director Samantha, the key to providing a safe and engaging memory care environment is to make sure everyone has a good time.

“It always feels like a party here,” she says. “People don’t believe me when I say that, but after a few visits, residents’ family members are asking me, ‘When’s the next party?’ We never need an excuse to do something fun.”

Samantha, who joined Coterie Cathedral Hill in 2025, recalls attending a party-planning meeting early in her tenure with the rest of the management team. That meeting made her realize the level of commitment Coterie has to its memory care residents.

“They were talking about how the party would have cocktails and caviar and music,” Samantha says. “And I raised my hand and asked, ‘What are you planning to have for memory care residents?’ They looked at me like I had two heads and told me that memory care residents were going to get exactly the same kinds of things at their party. And that’s when I knew I would love working here.”

Samantha’s approach to creating a welcoming and joyful memory care environment developed over decades of working in senior care and observing how much of a difference personal engagement can make.

“I just want to help everyone be as happy as they can be,” she says. “Obviously caring for people with Alzheimer’s and dementia presents a lot of challenges. But the goal is to create an environment where our residents can still have fun and live fulfilling lives.”

The most rewarding aspect of her job is seeing residents discover new activities or habits that make them happy.

“I have one resident who has this really cool signature dance move,” says Samantha. “She’ll come into my office in the morning when I’m at my computer and do her dance moves for me. It’s such a great way to begin my day.”

A Life Dedicated to Senior Care

Samantha’s experience in senior care started long before it became her profession. As a teenager growing up in Davis, California, she volunteered at a local senior center that her grandmother managed.

“My grandmother would be like, ‘Come on, we’re going to hang out with the old people,’” Samantha says with a laugh. “It was both a great way to spend time with her and a great introduction to how much fun senior care can be.”

Her volunteer experiences expanded to include helping out with the senior gardening club and delivering food to seniors through Meals on Wheels. After graduating from UCLA Irving, she began working in the administrative side of assisted living. But while she was grateful for the insights the job gave her into how assisted living facilities work, she missed working personally with seniors on a daily basis.

“The stuff I was doing was necessary but a little boring for me personally,” she says. “So, when I was thirty, I started over in senior care.”

After earning her Certified Nursing Assistant (CNA) license, Samantha began working as a caregiver in assisted living facilities in northern California. Over the years, she’s worked in a number of caregiver roles, including med tech, front desk reception, memory care terrace coordinator, Memory Care Manager, and now Memory Care Director.

“One of the great things about Samantha is that she’s worn all the hats in senior care,” says Memory Care Engagement Assistant Skyla. “She brings so much experience and so much knowledge to Coterie Cathedral Hill. She’s able to relate to everyone on our staff because at some point she’s done our jobs, and that helps foster great communication and coordination between all of us.”

Throughout her career, Samantha has also sought out opportunities to expand her ideas about what memory care can be. She once took part in a training program at the Hogeweyk in the Netherlands, a pioneering “open memory care community” designed to help people with dementia live as unrestrictive a lifestyle as possible.

“One of my big takeaways from that experience is that you can always find ways to engage people,” she says. “So, if someone’s sitting alone, I’ll bring them a newspaper or have a cup of tea with them or look through a photo album with them. It’s really rewarding to find ways to help our residents spend their time doing things that they’ll enjoy.”

She also credits her therapy-dog-in-training, Posey, as a secret weapon in engaging residents.

“Everyone’s always happy to see Posey,” she says. “She’s just an 11-pound furball of love.”

What Makes Coterie Cathedral Hill Stand Out

When Samantha first visited Coterie Cathedral Hill, she immediately noticed what set it apart from most other memory care options in the San Francisco Bay area.

“This is the first memory care community I’ve ever been to that doesn’t feel like a memory care unit,” she says. “As soon as you walk in, it’s full of life. People are socializing and having fun.”

Located high above the city, Coterie Cathedral Hill’s state-of-the-art memory care neighborhood features panoramic views, abundant natural light, circadian lighting designed to support healthy sleep patterns, and access to outdoor spaces where residents can garden.

Samantha notes that Coterie Cathedral Hill devotes more resources to its memory care residents than most memory care communities she’s encountered, including a robust calendar of activities, a dedicated kitchen and culinary program, and a commitment to extending to memory care residents the same special events and amenities enjoyed by other residents. Coterie Cathedral Hill memory care residents regularly enjoy scenic drives, live entertainment, and themed parties. Recent activities include a drag brunch, a Havana-inspired party, and cultural excursions throughout San Francisco.

“We just took a trip to the opera,” Samantha says. “I don’t know many memory care communities that are doing that.”

“This is the first community I’ve worked in that has round-the-clock programs dedicated specifically to memory care,” Skyla adds. “I’m able to spend my entire day focused on our residents and creating experiences that are both fun and beneficial.”

But what truly makes Coterie Cathedral Hill special, Samantha says, is the staff.

All Coterie memory care staff members receive extensive training on how to support, reassure, and communicate with residents, including strategies on how to mitigate outbursts and calm residents experiencing “sundowning.”

But the staff also brings an enthusiasm that can’t be taught, bonding with residents over favorite activities and helping to create a comfortable and convivial atmosphere.

“A lot of our staff tell me they never want to leave memory care, which is rare, because memory care can be very challenging,” Samantha says. “So, they work really hard, but they also enjoy laughing and dancing with residents and getting to know their families. I can’t say enough about how lucky we are to have such a wonderful staff.”

Supporting Families on Their Journey

Almost 10% of adults over 65 have some form of dementia, affecting millions of families. Samantha believes there’s no rulebook for handling the challenges of dementia, but in her experience, the two factors that matter most are communication and support.

To this end, she prioritizes connecting with family members on a regular basis, often sending photos or videos of residents enjoying activities or social functions. She feels it’s important to help family members transition out of the role of caregiver and back into the role they value most.

“We want them to be able to trust us to be the caregivers,” she says. “That’s our job. And that way they can focus on just being a son or daughter or spouse without the added levels of stress.”

Coterie Cathedral Hill hosts a monthly support group for family members, as well as a bi-monthly family mixer featuring food, drinks, and live music.

“It’s a great way for us to connect with family members,” Samantha says. “But it’s also a great way for them to connect with each other. It’s important to know that you’re not alone in dealing with the challenges of Alzheimer’s and dementia.”

Memory Care That Puts Residents First

Samantha’s fun-first approach has helped Coterie Cathedral Hill cultivate a memory care neighborhood where residents receive exceptional care while also enjoying meaningful experiences and forming close relationships.

Whether it’s dancing at a party or playing a game of cards over tea, the most important aspect of memory care is the comfort and happiness of residents.

“When a resident looks at you and says, ‘Thank you,’ it makes everything worth it,” she says. “That’s why we do this.”