A Conversation with Serge Lacroix, General Manager of Les Jardins du Campanile
As of June 30th, Serge Lacroix has taken on the role of General Manager at Les Jardins du Campanile residence in Shawinigan. Driven by a strong desire to contribute to the well-being of others, he also has a wealth of experience in management. To help you learn more about Serge, we asked him a few questions, and he responded openly and honestly.
Serge Lacroix, what has your career path been like?
I went back to school at the age of 30, driven by a strong desire to succeed. I completed my bachelor’s degree in therapeutic recreation at the Université du Québec à Trois-Rivières in a record two and a half years – with honours. Right after university, I began my career as Director of Recreation for the city of Témiscaming, in southern Abitibi-Témiscamingue.
I then had the opportunity to experience a number of rewarding roles. I spent two years as Marketing Director for the Huskies, a junior hockey team, followed by eight years as General Manager of a summer camp for people with disabilities.
In 2014, I became the Director of a private seniors’ residence in Rouyn-Noranda, where I was born. A few years later, following the sale of that residence, I embraced new challenges in Gatineau, Montreal, Laval… and finally settled in Trois-Rivières with my family to continue working in the private seniors’ residence sector.
Why did you choose Le Groupe Maurice?
To be honest, this new opportunity came at just the right moment in my life. I know what matters to me, and the values of Le Groupe Maurice – empathy, attentiveness, appreciation – truly resonate with me. Those things are very important in my eyes.
Of course, there’s an administrative side to my role, and I have no issue with that. But for me, people come first. Over the years, I’ve grown to understand that if the residents aren’t happy, we’re not moving forward. If employees don’t feel supported, we’re going nowhere. They’re the ones who drive me to go further every day. I’ve never claimed to do things on my own. Not ever.
What made you choose to work in a retirement residence?
Honestly, it was the desire to have a real impact on people that drew me to this field. Back then, I was running a summer camp for people with disabilities, and someone on the board mentioned a residence in Rouyn-Noranda. His wife was the director and was getting ready to leave her role. That one conversation sparked it all. I went to visit the residence to get a sense of the place… to see if I could actually see myself there.
My training in therapeutic recreation, my interest in supporting people with special needs, and my drive to genuinely contribute to others’ well-being; it all made perfect sense in that small residence with 120 apartments. In hindsight, I can see that it was exactly what I needed at that point in my life to prepare me for even greater challenges down the road.
How would you describe your connection with older people?
It’s rooted in respect. For me, it’s kind of like a grandson-grandparent relationship. I take the time to be truly present, and I think that comes through.
Actually, I received a powerful reminder of that recently when I left my previous position. I was deeply touched by the wave of love, the kind words and the warm gestures from the residents. During my final “Coffee with the General Manager,” so many people came out to say goodbye and express their thanks. At one point, the group started clapping – and they just didn’t stop. I got a standing ovation. It was incredible! I never expected it, and it moved me deeply.
That moment will stay with me forever. It reminded me exactly why I chose this profession: because we truly can make a difference in people’s lives.
What excites you about the role of General Manager?
It’s being able to act as a true captain. For me, leading a residence is, above all, about creating an atmosphere filled with kindness and respect. It’s also about building real synergy between residents, employees and managers.
My background as a recreation specialist taught me the importance of turning an ordinary moment into an extraordinary experience. That drive is still very much part of who I am. I want life in the residence to be fun and fulfilling – for residents and staff alike.
I can’t accomplish everything by myself. It’s through teamwork and true collaboration that we succeed in building something strong. With the experience I’ve accumulated, I now feel equipped to guide and mentor my team. My aim is to help each person grow. Some team members have been in their roles for years and are already very skilled, while others are just starting out. Regardless of where they are in their journey, I want to be there to support them.
Which value from Le Groupe Maurice resonates with you most?
Of all the values at Le Groupe Maurice, integrity is the one I connect with most. For me, being open, transparent and honest is absolutely essential. That’s how I lead, and how I communicate. That said, I’m also a strong believer in kind, human-centered leadership – one rooted in empathy, listening and a genuine desire to uplift others. When those things are in place, leadership happens organically. That’s the kind of leadership I aim to embody every day.
What would you like to say to the residents of Les Jardins du Campanile?
To all the residents, I want to say how thankful I am to be joining you as your captain. I’m really excited to sit down and chat with you, and to get to know each of you. We’re about to embark on a wonderful adventure together!
Serge, we’ve also prepared a few lighter questions for you.
Do you have a favourite hobby or sport?
I’m a huge hockey fan. I played for many years and also spent a good part of my life as a referee.
If you could make a wild dream come true, what would it be?
If I came into a lot of money, I’d give a big part of it back to others! But on a more realistic note, I’d love to take a trip to Scotland or go see a Bon Jovi concert.
What’s your motto?
I frequently wonder: “How can we turn a simple event into the best possible experience for you?” This question directs everything I do.
In your life, who has been – or still is – a role model for you?
My dad. He died in 2009, but I feel like he gave me his wisdom. I used to be someone who just reacted to things. Now, I’m different. I’ve learned to listen, think things through and watch closely… I speak to my father every day. I even have a tattoo of him on my chest. He’s always with me.
What gets you out of bed every morning?
I begin each day by giving thanks for life. What gets me going is the real sense that I’m making a difference – not just in other people’s lives, but in mine too. My family, my team, my residents… they give purpose to everything I do. They’re the reason I’m here!
Thank you, Serge, for this lovely interview. We wish you much happiness in your new role. Welcome to Le Groupe Maurice!