The Peninsula Shepherd Center has a new name and brand but the same essential mission of serving seniors throughout the coastal community.

Now known as the Peninsula Community Senior Center, the nonprofit at 1475 Catalina Blvd. serves seniors 65 years and older living in the 92106, 92107, and select parts of 92110 ZIP codes.

The center recently revamped its brand identity, a change reflecting the facility’s refreshed vision and continued dedication to serving older adults community-wide.

The re-branding includes a modernized logo, updated mission statement, and enhanced outreach efforts to better connect with seniors and their families. The center’s new tagline is “Empowering senior independence.”

“With 11,000 Baby Boomers turning 65 each day, the devastating impact of social isolation on health and well-being is now more prevalent than ever,” said Lisa Nokes, Peninsula Community Senior Center’s executive director. “This new brand reflects our commitment to providing seniors and their families with the resources, transportation, and community engagement they need to live independent and active lives with dignity.

“By updating our identity, we are creating awareness of services available to support this dramatic shift in our community’s demographics by empowering senior independence. This evolution allows us to reach more individuals and highlights the impacts of our Aging in Place programs and services.”

Added Nokes about the center’s rebranding: “We are so excited about this name change to increase our visibility in the community. PSC was a wonderful organization but didn’t depict who we are and what we do. This new name, Peninsula Community Senior Center, represents who we are and what we do every single day.”

Nokes pointed out about 20% of Peninsula residents are age 65 or older. And, though they may be living on higher-end real estate, they are nonetheless living on fixed incomes. “They need help,” she said adding, “In 2034 there will be more people nationally over 65 than under 18. This is a huge demographic shift, and we as a community are just not ready.”

Nokes noted the Baby Boomer generation after WWII had lots of places, YMCAs, neighborhood parks, etc. for older adults to go to. But that is no longer true. “There is nowhere for people to go to live vital, active, and relevant lives with their peers – there just isn’t,” she said. “So senior centers become more and more important to the fabric of a community.”

Nokes said senior centers are also important as a bulwark against “the devastating impact of social isolation on older adults.” She added, “In 2024, it is estimated that 930,000 people will be 65 and over in Sand Diego, 30% of which have no family or support, often referred to as ‘senior orphans.’”

Peninsula Community Senior Center’s annual Summer Celebration fundraiser will be Saturday, June 14 from 10 a.m. to 1 p.m. at 1475 Catalina Blvd. Proceeds will go toward enhancing the Aging in Place programs and services for older adults.

Donations such as gift cards, coupons, gift baskets, and merchandise are always appreciated by center guests. This year’s Summer Celebration will include a luncheon, entertainment, door prizes, an opportunity drawing, live and silent auctions, and a vendor fair at All Souls’ Episcopal Church’s Gooden Hall and Patio.

SENIOR CENTER

The Peninsula Community Senior Center, formerly Peninsula Shepherd Center, received its nonprofit status in 1983 serving the communities of Point Loma, Ocean Beach, and Midway. It was founded as a hub for senior activities aiming to provide resources for seniors to maintain their independence and stay connected within their community. Its services address the devastating effects of senior isolation and are committed to providing a support system that allows older adults to live independently and self-sufficiently in their homes for as long as possible while providing opportunities to meet, socialize, learn, and serve.

The center’s Out and About Peninsula Senior Transportation Program provides door-through-door service both through the volunteer driver/escort service and shuttle van service to older adults living on the Peninsula. In 2025, the center will provide 4,500 rides to members and other community members. Its Senior Lounge hosts over 900 seniors every year through social activities, classes, clubs, and luncheons. Core programs are Porch Visits with volunteers visiting home-bound seniors and weekly Friendly Calls. The center’s goal is to be the go-to hub for providing services for older adults and connecting them to other available County services. It is the only independent senior center on the Peninsula serving seniors aged 65-plus. For more information, visit pcscsd.org.