Texas Addiction Center Expansions Shift National Competitive Dynamics | Print |  E-mail
Addiction Treatment Industry Newswire

04/06/2012 -ATIN- Sante Center, a sexual and substance abuse addiction treatment center, drug rehab and alcohol rehab based near Dallas, will soon complete a major $5M expansion of its facilities. The build out, among the largest this year on the private side of the addiction treatment industry, will add just four beds - mostly for detox - to the 46-bed center. "This construction is aimed not so much on expanding our capacity, but in sprucing up what we already have," says Gene Ross, Sante's marketing chief. "We will have a new dining hall for clients as well as new office and group capacity and a major redesign and addition to our nursing and medical function." Sante's build out is part of a major expansion in the Texas market in general over the past couple of years. Sante, among the earliest private pay players in Texas, now has plenty of competition and the center's investment in sprucing up is no doubt partly driven by a growing Texas amenities arms race. Just last month, in one of the most substantial luxury center launchings in recent memory, veteran treatment entrepreneur Michael Cartwright - Foundations - opened The Green House in the former Nieman spa, of the high end retail fame, just outside of Dallas. Taking a page out of affordable care leader George Joseph's book - Joseph himself has turned Houston-based The Right Step, owner of upscale Austin area Spirit Lodge, into the Southwest's largest provider  - Cartwright can been seen prominently on his new center's homepage offering a relapse guarantee. (Complete 90 days and you relapse, get 30 days free!) Enterhealth, also Dallas area, opened a few years ago, as did Origins Recovery, which is a luxury hotel conversion on one of the Padre Islands in the Gulf run by entrepreneur-in-recovery Ben Levenson. Ahead of the pack by a couple of years, the late great Mark Houston opened Mark Houston Recovery Centers as a non-clinical retreat, a pioneering concept. Mark Houston is now Benchmark Recovery, under new ownership and much larger than when Houston founded the center. And, of course, non-profit Caron now has a Dallas presence. The upshot is that, five years ago, Texas was a high end private treatment backwater and a major funnel of clientele into the Malibu and Arizona markets. That's, obviously, no longer so, with big time consequences for competitive dynamics at the high end nationally. Can a major Texas center acquisition be far behind?


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