The Top 5 Things Parents Want in a Private School Open House Experience
I have to admit that I’m kind of torn about open houses. Why? Every year I have parents ask me what I think of them and if they have to attend them. Every year I have client families who are super excited about a private school (which I also think will be a terrific fit) but wind up SO turned off because of how the open house played out. It’s then a definite uphill battle to regain their interest in the school.
Here’s the thing, when families attend private school open houses, they seek more than just a campus tour. They can get the campus tour when they come to interview. And they want to be more than a large number. Instead, parents want meaningful experiences that help them envision their child’s future. So, this year I’ve asked my clients, “What do you want in an open house?” Here are the top five things parents have mentioned to me they will appreciate most:
Smaller Open Houses: Large, crowded events can be overwhelming. Parents value more intimate gatherings where they can ask questions and connect with faculty, admissions reps and current students & parents without feeling lost in the masses. If admissions teams cap their registration numbers for open houses, I suspect it will come back to them in spades!
Freedom to Explore: Instead of a rigid schedule, families appreciate the flexibility to explore areas of campus that matter most to their child, whether that’s the art studio, science labs, or athletic facilities. Having the ability to meander at their own pace makes the visit more personalized. The schools that “post” student ambassadors at various campus destinations really “get” this notion and these open houses are always a hit with clients I work with! Bonus tip: Consider allowing access to special facilities or parts of campus that are not part of the regular student led campus tour. This is especially true for boarding schools as parents want to see where their child might get involved and help them better visualize their child’s day-to-day life. For example, last year a school offered “Behind the Scenes” theater tours as part of their open house and it was a HUGE selling point to the family I was working with who had a thespian student!
Flexible Timing: If I could remind my admissions colleagues of one thing, remember how crazy busy families are on the weekends! Many families are juggling hectic schedules with sports & activities across multiple children, and sadly, work-travel commitments are increasingly bleeding into weekends too for many parents. Trust me, they want to attend the open house AND they appreciate the ability to leave when needed—without feeling uncomfortable or rushed. Designing an open house with flexibility for arrival and departure is welcomed and don’t forget to communicate this to families ahead of registrations!
Interaction with Current Students and Families: Parents love the opportunity to chat with current students and other families! They crave it I’d even offer! And what’s even more appreciated, offering this opportunity with some refreshments nearby. Again, remember how crazed their weekend mornings and afternoons are with all the kids’ activities? The kids (and parents!) are often famished and running from one thing to the next and they DO remember (and tell me about!) the food you offer! I also find that they linger longer over these casual conversations, as they’re providing invaluable insights into your school's community and culture.
Access to Admissions, Faculty & Coaches: Having the opportunity to ask questions directly to admissions staff, teachers and coaches is crucial. Parents want to feel their concerns and inquiries are addressed, and that they leave the open house with a clear understanding of your school. Consider offering optional short presentations on academics, extracurriculars, or special programs/athletics. This too allows families to choose sessions that interest them and gives them a chance to learn more without being tied to a rigid agenda.
A well-organized private school open house can make all the difference for families! By focusing on these top five elements you’re helping parents to decide on the right fit for their child. When parents feel their time is valued and their questions are answered, they leave with confidence, ready to take the next steps in their child’s educational journey!
What have you found parents value most during open house events? Are any of these top 5 things surprising to you? I’d love to hear from you!