Discover Elevated
Senior Living by the Coast
Retirement Unlimited, Incorporated (RUI) was founded in 1982 by Virginia entrepreneurs and lifelong friends Horace Fralin and Elbert Waldron. Inspired by a shared commitment to exceptional service and enriched lifestyles for seniors, they created a new kind of senior living experience — one defined by meaningful programming, elegant environments, and personalized support.
Now in its third generation of family leadership, RUI continues to honor that original vision. Every community is built on the same foundation of compassion, innovation, and excellence — delivering the lifestyles our residents have earned and deserve.
Discover how RUI can make a difference in your life or the life of someone you love.
Our Mission:
To Deliver a Lifestyle Our Residents Have Earned & Deserve
Giving Back
We believe in the power of community.
With our monthly #RUIGivesBack program, we partner with local organizations such as the Judeo-Christian Outreach Center, Baylake United Methodist Church, and Thoroughgood Elementary School, ensuring our community positively impacts the Virginia Beach area and beyond.
Together we can all make a difference — one cause at a time.
RUI Core Values
Our values guide us in creating enriching, supportive experiences for our residents.
- Integrity Is Key
- No Detail Is Too Small
- Take Responsibility
- Earn Trust Each & Every Day
- Genuine Care & Concern
- Respect & Value Individuality
- Inspire Growth & Purpose for Life
- Take Responsibility
- You Are Important
Start Living the Life You Deserve
Join us at Bay Lake and experience a fulfilling, vibrant lifestyle by the coast. Schedule your visit today and see how our community can support your next chapter.
What People Are Saying
“I find the community matches very close to my impressions seeing it the first time.
The caregivers and support team are genuinely interested in the wellbeing of the
residents. They deliver care with an attitude of compassion and grace.”
R.E., Bay Lake Resident
“Living at Bay Lake is rather refreshing and good, and I feel so free. The staff are
amazing, and the community is beautifully kept. I feel as though I can ask anything,
and someone is always willing to help or has the answer.”
J.N., Bay Lake Resident
“I have really enjoyed living here. Some people don’t realize how lucky they are. You
have made my life so much better.”
L.J., Bay Lake Resident
Personalized Lifestyles for Every Need
Limitless Opportunities
RUI University
Engage in lifelong learning with educational programs and enriching courses.
Leash on Life
Embrace the companionship of pets with our welcoming pet-friendly community.
Book a Tour of Bay Lake
All featured photos highlight real RUI residents, team members, and the everyday moments that make our communities feel like home. Get in touch to experience it for yourself — this could be you, too.
ALL RUI COMMUNITIES
About Us
Senior Living
Services &
Amenities
- Taste of RUI
- RUI FIT
- RUI Concierge
- Leash on Life
- LUXE Unlimited
- Care Impact
- RUI University
- Community Amenities
- Life Enrichment