Primrose describes SilverLace memory neighborhoods, programming and cost

Sep 15, 2026

Primrose's director of sales said memory-care neighborhoods (SilverLace) have 36 units split into two households, activities programming and an all-in monthly cost starting near $7,000; staff said assessments can add care fees if needed.

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Megan Fraser, director of sales for Primrose in Pleasant Prairie, described the SilverLace memory-care neighborhoods as a specialized environment split into two 18-unit households to support residents with cognitive decline. "Average cost, our apartments will start, at just about $7,000, per month," Fraser said, and explained that most memory-care residents have care built into the monthly rate though assessments can add charges for extra services.

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