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Not long ago, older people's choice about where to live was either to be at home or in one. Now with a strong and accepted political desire for keeping people independent, housing options are increasing. Residential or nursing care is now being recognised as a necessary but final option - only when everything else won't work.

The idea of a retirement village, however, is one that still seems a touch out of tune for the UK, but New Labour has been singing its praises. Recently, government minister Stephen Ladyman declared: "We want more of these villages and need to see this part of the spectrum of choice for older people available to everyone in the country."

One such development is under way in Milton Keynes. "The idea came through looking at developing alternatives to institutional care," says head of commissioning and customer care, David Moore. "We recognised that while we needed to maintain a certain level of provision that should be of high-quality and in modern buildings and so on, we realised in the future people will be looking for newer and different models."

The council had experience of providing extra care - basically sheltered housing with extra elements - in an establishment built about eight years ago. "That was on a fairly small scale so through our commissioning team we were looking at how to develop that," adds Moore, who was aware of the growing number of care villages, such as the Rowntree Foundation in Yorkshire.

"Often people in social care relate the concept of a village with the institutional type of village for people with learning difficulties. But we were curious to explore the issue - was it a proper community or just a ghettoisation?" he says.

To challenge that concept, local politicians and senior officers went to look at a scheme in the Midlands. "We talked to those who lived there. It was a very positive experience that confirmed for us that this was something we could explore further," says Moore.

Although many retirement villages are aimed at the better-off, the council was looking to provide affordable housing, and found in the Extra Care Charitable Trust a provider that shared that ethos. The next challenge was to find the land. The Gyosei School, a former Japanese-run school, which had been lying empty for three years, provided the opportunity for re-development.

But was there a need out there? Says Moore: "We targeted around 3,000 people who were aged over 55 to provide information about the care village and to invite them to an event - in central Milton Keynes with plenty of parking and good access - to find out all about it. We were amazed at the response. Over the day more than a thousand people came along - and about 700 signed up to find out more."


Although the council identified the available land, planning permission was still required. Inevitably there was opposition; some local residents stage-managed a protest at the project's first submission to the council's development and control committee.

"We were more organised the second time," says Moore. "We arranged for people to come along and say they wanted the village. Eighty older people sitting in the gallery all wearing 'I want the village' T-shirts sent a powerful message of support to the council. The thread through all of this was that we had established an absolute demand."

Work is now under way on a 258-home village, which includes 100 affordable rental homes, 90 affordable shared-ownership homes and, to help balance costs, 68 homes for private sale. Communal facilities include a restaurant, gym, cafe, shop, library and launderette. And the environment is well cared for. With landscaping and plans for winter, sensory and water gardens it's clear that if this village is part of the spectrum of care, then this spectrum is green.

TOP TIPS

• You need a determined person to see the project through.
• Be fully open and transparent - particularly with those opposed to the scheme.
• Know your customers and get them on side.

RUBBISH TIPS

• Do things by committee - sharing responsibility saves face.
• Play a clever game and hide things from people - you don't need the hassle.
• Assume you know what people want.

Curriculum Vitae

Name: David Moore
Job: Head of commissioning and customer care, Milton Keynes Council.
Qualifications: Certificate in residential care of young people, Diploma in management studies, qualified psychotherapist. 
Last job: Head of regulation, Hammersmith & Fulham Council.
First job: Trainee locksmith at ironmongers.