Western States Lodging and Management (WSLM), a relationship-first management and development firm focused in hospitality, senior living, and multifamily housing, has launched a campaign to complete 1.5 million acts of kindness this holiday season. The 10×30 Kindness Challenge begins with its 5,000 associates, inviting them to complete 10 daily acts of kindness throughout a month-long period beginning on World Kindness Day, Nov. 13.

“We are thrilled to inaugurate this momentous challenge,” shared Jennifer Knecht, Chief Revenue Officer and company spokesperson for the 10×30 kindness initiative. “This 30 day challenge doesn’t just resonate with us, it’s woven into the very fabric of Western States’ ethos. Our culture is fervently centered around forging not just connections, but deep, and meaningful bonds with those we are privileged to serve. It all begins with one simple act: kindness. Whether it’s an exchange of smiles that serve as a universal language, the small courtesy of holding the door a little longer, or heartfelt outreach to someone wrestling with solitude, each of us is bestowed with countless opportunities to be the beacon of kindness and human connection, especially during the holiday season when so many are feel isolated and alone. We believe these sparks of goodwill are what will remedy the loneliness epidemic magnified during the holiday, one kind act at a time.”

The 10×30 Kindness Challenge, running Nov. 13 – Dec. 13, will kick off for a day of service as WSLM home office associates assemble nearly 2,000 hygiene kits for Lifting Hands International, a nonprofit committed to supporting refugees around the world. Associates donated personal care items for the kits and will join together to assemble them at their home office, 10897 S. River Front Parkway, Suite 200, South Jordan, Utah, on Nov. 13, 11 a.m. – 12:30 p.m.

Combatting the ‘holiday blues,’ especially for older adults, was a driving force for the 10X30 Kindness Challenge, said Knecht. A 2021 study by ValuePenguin, showed that over half of Americans struggle with loneliness during the holidays.

This May, the U.S. Surgeon General raised alarm for the nation’s loneliness epidemic. According to the Centers for Disease Control and Prevention, social isolation increases a person’s risk for dementia, heart disease, stroke, mental illness and even premature death. Research from the CDC and the Surgeon General indicates loneliness rivals the adverse effects of smoking, obesity and physical inactivity.

Plans for the 10×30 kindness challenge at WSLM include intergenerational holiday dinners, service events and more at the group’s 94 senior living communities, multifamily housing and hospitality management properties across 13 U.S. states. The group is inviting individuals, businesses and organizations to join them in the kindness challenge.

“We’re aiming to have a ripple effect during the challenge,” said Knecht. “Kindness is inspirational and infectious. We hope everyone throughout the communities in which we serve are inspired to celebrate this kindness challenge in their own unique ways. Kindness truly is the spark to loving and meaningful connections.”

Extending its mission of serving you like family, the company’s hallmark “personal touch” culture is the distinction for associates, customers and business partners that has powered its growth from two properties to today’s operations serving thousands of guests and residents across 13 states. The “personal touch” culture encourages associates to make meaningful connections with each other, customers and business partners.

What began as two flagship Western States communities opened in 1996 has grown to $1.6 billion in assets under management. The organization will celebrate an additional two developments opening in ealy 2024. Annually, thousands of WSLM customers create lasting memories in the company’s luxury living environments via its Nxt Property Management and Legacy Senior Living brands, while travelers enjoy the comforts of home in its Marriott, Hilton, IHG hospitality, independent hospitality, and conference settings.