By Dr. Anita Friedman, JFCS Executive Director
More than 25 years ago, Jewish Family and Children’s Services (JFCS) boldly set out to create a new vision for senior living in San Francisco. Recognizing a gap in care options for older adults, we founded Rhoda Goldman Plaza—a beautiful, supportive, and enriching community that would redefine aging with dignity.
Since 1850, when Jews first arrived in the Bay Area, JFCS has continuously responded to the evolving needs of our community. By the 1980s, we had already developed a broad range of health, preventive, and social services to help older adults remain independent at home. But we saw that seniors who could no longer live safely on their own were left with few alternatives beyond traditional nursing homes.
It was time to change that.
A New Model of Senior Living Is Born
In the early 1990s, JFCS began pursuing the idea of creating an assisted living community —then a novel concept. Around that same time, Mount Zion Hospital, a beloved institution in our Jewish community, was facing closure. As healthcare models shifted, the hospital merged into UCSF Medical Center. But one asset was preserved through the transition: a large parking lot on Scott Street.
Adjacent to this lot stood JFCS’ headquarters in the iconic brick building at Post and Scott. With vision and determination, we realized we could combine these two properties to create something truly special: a seven-story senior living complex next to our social service offices, blending care, community, and continuity.
Laying the Foundation
On April 20, 1995, we officially established the Scott Street Senior Housing Complex Incorporated (SSSHCI). JFCS partnered with Mount Zion Health Systems—later known as the Mount Zion Health Fund—to bring this vision to life. The board was carefully structured to reflect community balance: five members each from JFCS and MZHF, along with three members from the broader Jewish community. The mission was ambitious and heartfelt:
“To construct and operate a housing facility with supportive social services to enable the Jewish frail elderly, and others as resources allow, to achieve the maximum level of independent function at an affordable cost.”
Several guiding principles defined the project:
- Ensure affordability while maintaining long-term financial sustainability
- Build a beautiful, elegant environment with the highest standards in design and services
- Offer amenities that enhance quality of life
- Infuse daily life with Jewish customs, holidays, and traditions
- Serve exceptional, kosher meals to foster shared community experiences
A Tribute and a Triumph
As Director, I had the privilege of leading the Generations Campaign, rallying our incredible community to raise the multi-millions needed to make Rhoda Goldman Plaza a reality.
During this time, our beloved Rhoda Haas Goldman, a long-time board member of Mount Zion Hospital and a passionate advocate for senior care, passed away unexpectedly. To honor her legacy, her son John Goldman, then-President of JFCS, and her husband Dick Goldman, embraced the idea of naming the new community in her memory. Today, Rhoda’s portrait graces the entrance to Rhoda Goldman Plaza, alongside that of Miriam Schultz Grunfeld, for whom the adjacent JFCS headquarters is named—a dual tribute to compassion across generations.
A Model for the Nation
Since opening its doors in August 2000, Rhoda Goldman Plaza has earned national recognition for its warm hospitality, compassionate care, vibrant lifestyle, and prudent financial stewardship. Residents, families, and staff alike often say it feels “just like family.”
As the years passed, the senior living landscape evolved. The Bay Area saw an influx of competitors, including large, for-profit providers. We recognized that it was once again time to look ahead—to reimagine how we serve older adults and ensure that RGP thrives for generations to come.
A New Chapter
For more than two decades, governance of Rhoda Goldman Plaza was shared by JFCS and the Mount Zion Health Fund. In 2024, following a thoughtful strategic planning process, we made the decision to fully integrate RGP into JFCS as one of its core divisions. This alignment allows us to offer the most comprehensive, caring, and high-quality community for older adults in Northern California.
With Gratitude and Purpose
Today, Rhoda Goldman Plaza continues to stand as a living testament to what a united community can accomplish. We are deeply grateful to our dedicated staff, wonderful residents, loving families, and loyal friends who make RGP a place of warmth, joy, and belonging.
Together, we look forward to many more years of building community, honoring tradition, and enriching lives.
Learn more about our team and history at Rhoda Goldman Plaza here.
