A note from Crystal, our President
(edited from 2014)

Today is my birthday.  It is also the day our team celebrates the beginning of Frontida as we know it, the day that I began leading this company, the day that we instilled the values that we now celebrate.  Because of the dramatic transition, our team affectionately calls February 22 “Frontida Day.”  Sure, this can be a little awkward… celebrating my birthday and the birth of Frontida’s independence all on one day, when it isn’t even the day we began doing business.  But it is the day that my husband Steve and I decided to do business in a way that is true to the values we hold, the day when we became really proud of what we could accomplish in caring for others.  And here is our story…
We began operating Frontida, Inc. on April 1, 2009. At that time we had no knowledge of the assisted living field, and we made our decision to pursue Frontida’s operations strictly from a business perspective.  In looking back it is clear that, in our ignorance, we missed some crucial points that could have bankrupted us before we even began.  We hired poorly, we managed loosely, we didn’t take the time to value what we had embarked upon.  In just a few months, it became clear that we were in trouble… but at the same time we were trusting that God’s plan for us would become clear and that He would take care of us in spite of our reckless decision making.  On February 22, 2010, the Administrator whom we had contracted to handle all daily operations, emailed at 5:00 am to resign without notice. In her wake, one of our homes was left with extensive regulatory violations and we were in danger of losing our license.  On that day, February 22, we fearfully celebrated the beginning
of what could be – of what we now value as Frontida.  Steve and I wholeheartedly embraced the opportunity to take responsibility, lead the team we had, trust God with the outcome, and work like mad to achieve success.
We were left with a skeleton leadership team.  With three homes in Milwaukee, we had only one House Manager on board. On that dramatic day of change, February 22, we were introduced to Char Williams and Carin Schultz. These extraordinary women have been integral to Frontida’s success, and are still with us today.  Char is an Administrator, leading home operations, and Carin is our Director of Operations.  Laura Hughes was our Business Administrator and her enthusiastic leadership during those difficult days in the beginning was encouraging and faith building.
In a very short time, we realized that we could only be successful if we were able to BUILD TRUST.  We now do that every day by following the values that we established. At Frontida, we:
* Tell the Truth
* Work Hard
* Follow the Rules
* Love Others
* Have Fun
Frontida began doing business in 2009, but was truly BORN on February 22, 2010.  I am blessed to share this birthday with my team and all of you  Frontida is not just a company, it is a team of people passionately devoted to building trust by embracing Frontida’s values.  I am so privileged to be their leader.
So now you know our story and why we celebrate Frontida Day! This day is not about me, it is about our team and the relationships with you. It has been a rewarding journey and we are thankful for it.
Warmest Regards,

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Frontida Inc. · PO Box 580254 · Pleasant Prairie, WI 53158 · USA

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