Nestled in the Northwest Austin community is a time-machine, a place where seniors can go to relive, remember and celebrate the most joyful times in their lives while also making new connections and memories. At the helm of this machine is Emily Rollins, whose infectious passion for senior care was first sparked by her family’s close-knit bond.
Before opening the Northwest Austin franchise of Town Square, Rollins worked as a CPA at Deloitte and served on a multitude of local non-profits, including the Austin Healthcare Council, Austin Black Chamber and Ascend Austin Chapter. After her father suffered a stroke, Rollins decided to transition to full time caregiver in 2020, a time which led her to open Town Square NW Austin with the help of her family in hopes of creating a community for people who wanted to provide the best possible life for their loved ones while taking care of them at home.
Town Square NW Austin is unlike many typical senior care facilities with its 1950s style main street boasting 13 storefronts, including a library, theater and even a classic Cadillac. This unique model helps seniors with physical limitations and cognitive diseases such as Dementia by utilizing a reminiscence approach to activities. By using nostalgia as medicine, this form of therapy encourages the restoration of memories by creating discussion around past experiences. While reminiscence therapy is successful among seniors living with Dementia, Town Square NW Austin happily welcomes all seniors to come enjoy exciting activities and socialization."
"We want to create an environment where they're going to have the most joyous day they can have."
Rollins also hopes to offer support for caregivers who are committed to keeping loved ones at home. “It’s lonely being a caregiver. You don't know who else is going through it too, it's almost unspoken. We create a support group for caregivers to encourage them along their journey,” Rollins says.