By Tyler Callister

Staff writer

The Rossmoor community will henceforth be known as “Rossmoor Walnut Creek,” as decided by the GRF Board at its meeting April 24.

The board unanimously voted in favor of adopting the name change to enhance its marketing strategy and reduce confusion caused by the various names often associated with the community, ranging from Rossmoor to Golden Rain Foundation.

The streamlined and geographically specific Rossmoor Walnut Creek was already in use for community branding such as the website, stationary, some uniforms and vehicle logos. But the Board’s vote endorses swapping out the new name for all “GRF” labels — including the board itself, which could soon be called the Rossmoor Walnut Creek Board.

The recommendation, conceived and honed by the Marketing Task Force, also envisions that the Mutual Operations Department (MOD) will become Rossmoor Walnut Creek Property Management.

While the Board approved the name change, how it will be implemented won’t be decided until the Marketing Task Force gives its final report at the May Board meeting.

Director of Communications Ann Peterson explained to the Board the need to convey a consistent message to residents and the broader community — a strategy emphasizing the unique aspects of Rossmoor and distinguishing it from other entities with similar names.

“We understand that inside the gate, you’re going to have more nicknames. You’re going to have RWC or just Rossmoor, but from an official standpoint, we really do think that it’s important we have one brand name,” she said.

The essence of the rebrand centers on the classic refrain “location, location, location.” Peterson explained that connecting Rossmoor’s name to Walnut Creek makes sense because the city is well known for its “retail and dining scene, proximity to San Francisco, strong economic base, high quality of life, low crime rates and strong sense of community.”

The rebrand is part of a broader strategy led by the Marketing Task Force to enhance Rossmoor’s marketing efforts in recent months, including a planned redesign of the Rossmoor.com website to focus exclusively on attracting new residents.

Board member Dwight Walker, who is the chair of the Marketing Task Force, said, “This is an important step in getting consistent messaging through our name, and then there will be other things to follow.”

Peterson emphasized that updating the branding materials to reflect “Rossmoor Walnut Creek” will be accomplished at no cost or minimal cost, with the only exception being a possible update of the gold-lettered Rossmoor sign at the front entrance. However, any proposal for this sign upgrade would be presented to the Board for approval at a later date.

A fond farewell

This week also found the Board giving a spontaneous tribute to Human Resources Director Eric Wong, a member of the Rossmoor Walnut Creek staff for five years, who has announced his retirement from Rossmoor on May 1.

Wong, who is leaving Rossmoor to care for his 100-year-old mother, thanked the Board.

“The Board has been both gracious and inspirational in your support of me and the staff,” he said. “I can’t think of a better place to retire, and to hang up my HR hat.”

Several Board members praised Wong for his time at Rossmoor, noting his attention to detail and ability to explain important matters to the Board.

“Your professionalism and integrity have been demonstrated again and again to this Board,” Walker said. “And it’s been very valuable over the past five years, as we all moved through the challenges of COVID. You’ve done an amazing job of keeping the compensation management system alive and well that serves this community so well. So thank you for all your contributions to Rossmoor; you will be missed.”

Refund for Rossmoor Fund

The Rossmoor Fund will receive a reimbursement for first quarter expenditures for the Easy Rider program that has helped cover a gap in weekend transportation for residents.

A shortage of drivers suspended weekend Rossmoor bus service in August 2024. This year, the Easy Rider program began reimbursing residents for Uber and Lyft rides on the weekends. Although the program offers ride service beyond the areas and times provided by the suspended bus service, the Board decided that budgeted transportation funds not going to bus drivers could be used to reimburse the Rossmoor Fund until the GRF reinstates weekend service.

As the money is coming from the already set operating budget, Director James Lee said he was concerned about leaving the amount of money open ended. So in a unanimous vote, the Board approved the first quarter reimbursement and decided that it will consider future payments on a quarterly basis.

Other business

• The Board also voted unanimously to approve a capital budget expenditure of $221,924 to provide a much-needed replastering of the Tice Pools. The move authorizes the general manager to execute an agreement with Chambers Pool, Inc. to be paid from the Trust Fund. The work will begin at a date determined later this year.

• The Board also listened to “deep dive” presentations on the Rossmoor custodial and accounting staff. The purpose of the presentations was to provide the Board with an intimate look at the people and operations of the staff. Full access to the presentations can be found online at https://rossmoor.com/residents/grf/grf-deep-dives/