Elisabeth Borden is the principal of The Highland Group, Inc., based in Boulder, Colorado. The Highland Group provides market research and development planning for housing and care communities targeted to older households. Elisabeth founded her company 13 years ago, following a successful career in long-term care operations, multi-property marketing, and development of assisted living properties. Highland’s clients include for-profit developers and owners, lenders, local governments, health and hospital organizations, and housing authorities, spanning the range of product types from rental apartments to skilled nursing. While Elisabeth tracks national industry data and national consumer trends, her firm works almost exclusively in Colorado, specializing in a deep knowledge of markets and senior properties located in Colorado’s Front Range, mountains, and plains. She is a frequent conference presenter on demographic and generational trends, consumer behavior, and new models of housing and services for aging.