How do you sell a school that doesn’t exist?
If you are Chris Whittle, an educational entrepreneur, you gather well-to-do parents at places like the Harvard Club or the Crosby Hotel in Manhattan, hoping the feeling of accomplishment will rub off. Then you pour wine and offer salmon sandwiches and wow the audience with pictures of the stunning new private school you plan to build in Chelsea. Focus on the bilingual curriculum and the collaborative approach to learning. And take swipes at established competitors that you believe are overly focused on sending students to top-tier colleges. Invoke some Tiger-mom fear by pointing out that 200,000 Americans are learning Chinese, while 300 million Chinese have studied English.
Then watch them come.
As of June 15, more than 1,200 families had applied for early admission to Avenues: The World School, a for-profit private school co-founded by Mr. Whittle that will not open its doors until September 2012. Acceptance letters go out this week. Gardner P. Dunnan, the former head of the Dalton School and academic dean and head of the upper school at Avenues, said he expected 5,000 applicants for the 1,320 spots available from nursery through ninth grade. “You have to see the enthusiasm,” Mr. Whittle crowed.