Summer Summit

Friday, December 7, 2018

We look forward to you joining us at the 13th Annual Summer Summit held at Sidwell Friends School: a full day of workshops, round tables, discussion groups, professional development, and collaboration, for staff working in Summer and Auxiliary Programs.


Please fill out this form to confirm your attendance at this year’s Summer Summit.

The form will capture contact information, collect payment, and serve as an RSVP. Please note, Sidwell Summer is also hosting a Thursday night dinner (December 6); you can confirm your attendance through the same form.


Below schedule is from 2017. Next year’s Summit schedule will be updated by November 1, 2018.

Thursday, November 29:


Friday, November 30:

8:30 AM – 9:00 AMRegistration & Continental Breakfast

9:00 AM – 10:00 AM

Workshop 1

  • Better Benchmarking Data – Nat Saltonstall (Beaver Country Day, MA) (Alumni Lounge)

  • Facility Rentals – Navigating the Delicate Balance – Keith Stater (PA) & Whitney Ennis (Sidwell, DC) (ZDR)

  • Crafts and Conversations – The Handwork Studio (Arts Center foyer)

  • A Value Proposition Worth Accelerated Commitment to Your Program – Lee Biaer (829 Studios) (MS Black Box)

  • Calling All Leaders! – Allison Wittenberg, ACA, NY 7 NJ (RLS)

10:00 AM – 11:15 AMOpening Session: Making Positive Impacts (RLS)

11:15 AM – 12:15 PM

Workshop 2

  • Online Marketing Basics – Jason Bornfriend, 829 Studios (MS Black Box)

  • A Unique Creature: Private School/Summer Camp – Jamie Simon (Landon School, MD) (ZDR)

  • Setting Up for Success! (Orientation/Staff Training) – Whitney Ennis (Sidwell, DC) (RLS)

  • Budgeting and Pricing Case Studies/Discussions – Jeff Malloy (Oak Hall, FL) & Dan O’Neill (Congressional, VA) (Alumni Lounge)

  • Go Baby Go In Action – Cole Galloway (UDel), Karen (Sidwell Summer), Skye Donovan (Marymount) (Wannan Gym)

12:15 PM – 1:00 PM


1:00 PM – 2:00 PM

Workshop 3

  • Reading Between the Lines: Uncover Superstar Staff through Effective Interviewing – Jamie Simon (Landon School, MD) (ZDR)

  • Online Marketing Basics Q & A – Jason Bornfriend, 829 (MS Black Box)

  • Building a Strategic Auxiliary Programs Plan – Nat Saltonstall (Beaver Country Day, MA) (RLS)

  • Carpool – nightmares & solutions – roundtable – Julia Yosen (The Handwork Studios) and Elizabeth Mayer (Sidwell Summer, DC) (outside of RLS)

2:00 PM – 2:30 PMSnack & Conversations

2:30 PM – 3:30 PM

Workshop 4

  • Building Your Brand… One Staff Member at a Time Lee Biaer (829 Studios) (MS Black Box)

  • Incubators: Extended Day And Summer Camp As Innovation Opportunities – Vinita Ahuja (Georgetown Day School) (Alumni Lounge)

  • A Product/Process/Price Framework for Programs – Jeff Malloy (Oak Hall School, FL) (RLS)

  • Go Baby Go Drive around – Karen (Sidwell Summer) (Wannan Gym)

3:30 PM – 4:00 PMLast Ideas, Drive Around and Goodbyes

Workshop Descriptions

Below workshop descriptions are from 2017. Next year’s Summit schedule will be updated by November 1, 2018.

Workshop 1

Better Benchmarking Data – We all know that data can be a powerful tool in decision-making.  From salaries to revenue to enrollment, many of us seek valid, comparable benchmarking data from peer schools.  Come join an ongoing discussion about how to design and gather more useful national survey data regarding summer and auxiliary programming at independent schools.  Results and analysis from recent AUXS Reports will be shared.  Nat Saltonstall, Beaver Country Day, MA (Alumni Lounge)

Facility Rentals- Navigating the Delicate Balance Between Academic Program, Athletics, Renters and Auxiliary Revenue Goals – Managing facility rentals requires striking a delicate balance between the needs of multiple divisions & departments in order to achieve Auxiliary Program revenue goals. Join a discussion on best practices for navigating the balance between stakeholders, understanding the real cost of Auxiliary business, rental agreements, and levering technology to improve your customer service and meet Auxiliary Net Revenue. Keith Stater, PA & Whitney Ennis, Sidwell Friends School, DC (Zartman Drawing Room)

A Value Proposition Worth Accelerated Commitment to Your Program – Every summer program offers a valuable experience for children, but many programs are challenged to express this vision through marketing. You can do this by creating a compelling value proposition to explain the unique experience that your summer program delivers. Learn how to showcase benefits families will gain by highlighting what sets your program apart from the large number of choices. Leave with a plan to develop your signature value proposition to make it easier for families to enroll in your program faster.  Learning Objectives include: Recognize examples of effective value proposition; Create a draft of your summer program’s value proposition and practice its deliveryApply best practices to perfect your summer program’s signature value proposition and integrate it throughout your entire outreach strategy. Lee Biear, 829 Studios (MS Black Box)

Calling All Leaders! – Communication and leadership: two of the biggest buzz words in the world of professional development. Many of us have identified our strengths and weaknesses, agreed that effective communication is essential, and know that “teamwork makes the dream work”. But now what? Are you being a mindful leader? Do your everyday interactions align with your mission statement? What action steps have you put into place to enrich your program’s culture? We’ll explore ways to enhance our presence and current practices within the camp community. Come ready to reflect and share! Allison Wittenberg, American Camping Association, New York & New Jersey (TBD)


Workshop 2

Online Marketing Basics –Whether you are just getting started with digital marketing or are a seasoned professional, attend this session to learn new strategies that you can implement tomorrow. We’ll discuss platforms like Google Analytics, Google AdWords, Facebook and more. Jason Bornfriend, 829 (MS Black Box)

A Unique Creature:  The private school/summer camp organization – Private school from September to May and summer camp from June to August, all on one campus.  You have unique privileges that give you an advantage over other competing camps in your area.  You face unique challenges which other independent day camps or overnight camps may not encounter.  You are a unique creature!  In this session, you will learn how to take advantage of school amenities such as utilizing existing school facilities, enlisting school staff for summer jobs, and recruiting students to register for camp.  We will also discuss successful marketing and advertising strategies that build on your school’s reputation in the community.  Then, we will share challenges such as budgeting, the responsibilities of year-round school employees, and juggling other school year tasks so that we can find solutions that work.  Take an opportunity to learn about your uniqueness and ways you can turn your camp into a program your school can be proud of!  Jamie Simon, Landon School, MD (ZDR)

Setting Up for Success! – Camp registration hasn’t even opened. It’s too early to think about staff training. We have lots of time to plan this!” Sounds familiar? So often we get focused on the more immediate needs and don’t think about one of the most important things we have to do – training the people that will be the face of your camp and interacting with campers and parents. Get a jump on your staff training and find fresh new ways to excite your staff, setting up your camp for success!  Whitney Ennis, Sidwell Summer, DC (RLS)

Budgeting and Pricing Case Studies/Discussions – Join veteran directors as they present some case studies on budgeting and pricing.  Come with questions or your challenges.  Jeff Malloy (Oak Hall, FL) & Dan O’Neill (Congressional, VA) (Alumni Lounge)

Go Baby Go In Action – Come tour our Go Baby Go garage and see firsthand how to wire the cars and attach the buttons.  Meet some Middle School builders and learn about their car clients.  Karen McCann McClelland and the pit crew (Wannan)

Workshop 3

Online Marketing Basics – Digital Marketing Q&A – Attend this session with a list of questions.  We’ll be working hands-on to discuss how to improve our pain points during this open format Q&A.  Jason Bornfriend, 829 (MS Black Box)

Reading Between the Lines:  Uncover superstar staff through effective interviewing – The key to a successful camp program is hiring the right staff.  But how do you know who will make a good addition to your team?  The interview is essential in determining if a candidate has the right qualifications and the right attitude for a position at your camp.  We will begin by discussing how to prepare for and structure an interview in advance in order to maximize face time with the candidate.  Then you will learn how to ask the right questions, as well as the psychology behind them, and determine how to recognize good answers.  We will focus on how to identify authenticity through both verbal and nonverbal communication.  Finally, we will examine how to evaluate a candidate once the interview has concluded, and decide if he/she is a good fit for your team.  Don’t make a mistake that will affect your campers all summer long…find your superstar staff!   Jamie Simon, Landon School, MD (ZDR)

Building a Strategic Auxiliary Programs Plan – This session will provide a framework for identifying school assets, defining strategic goals, and developing a coherent auxiliary programs plan that maximizes your school’s potential.  With a focused plan in place, your school will be able to implement programs that positively influence school admissions, create efficiencies in auxiliary services, and increase non-tuition revenue to support the mission of your school.  Using a hands on process with small group discussion, this session will give you the foundation needed to clarify your auxiliary Programs strategy and leave with an action plan for success.  Nat Saltonstall, Beaver Country Day School, MA (RLS)

Carpool – Nightmares & Solutions roundtable –  Julia Yosen (The Handwork Studios) and Elizabeth Mayer (Sidwell Summer, DC) (outside of RLS)

Workshop 4

Build Your Brand… One Staff Member at a Time – Your brand is a promise to deliver a high quality experience and should reflect your dedication to delivering the best possible experience to your customers. While it’s one thing to have a brand book, it’s an entirely different level of commitment to ensure that every member of your staff lives the brand. This session will teach you how to empower your staff to take personal ownership for building and upholding your brand every day.  Learning Objectives include: Build awareness around the importance of brands; Provide tangible examples of how individual actions build or distract from valuable brands; Provide best practices on the use of social media; Identify specific actions each staff member can take to contribute to a positive brand perception.  Lee Biaer, 829 Studios (MS Black Box)

Incubators: Extended Day And Summer Camp As Innovation Opportunities For Classroom Teachers  – Find out how classroom teachers and schools are using extended day and summer camp environments to pilot innovative curriculum and engage in hands-on professional development. Leave with a framework to implement similar programs at your school. This session will be a collaborative, virtual presentation from the AIMS Innovation Conference and Summer Summit. At the Summit: Vinita Ahuja, GDS Director of Auxiliary and Extended Learning Programs, From AIMS: Jessica Hortman (GDS 360 Extended Day Program Director) and Jonathan Fichter (Jonathan Fichter, Academic Technology Coordinator at St. Patrick’s Episcopal Day School) (Alumni Lounge)

A Product/Process/Price Framework – These days in the summer camp/auxiliary programming marketplace, everyone is hanging a shingle.  Using a product, process, and price framework this session presents an intentional method to design and evaluate your programs.  Discover where you fit in this highly competitive marketplace.  Do you try to have the best product for your campers?  Do you try to create the most unique experience for your campers?  Do you try to provide the best value and service to your families?  Jeff Malloy, Oak Hall, FL (RLS)

Go Baby Go Drive Around – come see the final modified cars and meet the clients as they test drive their new wheels!  The pit crew (Wannan Gym)

Directions and Parking

Address: 3825 Wisconsin Avenue NW, Washington DC, 20016

From Baltimore

  • 95 South to 495 West toward Silver Spring

  • Take Route 355 South/Wisconsin Avenue toward Bethesda

  • Go 6 miles

  • You will see the colonial-style Fannie Mae headquarters on your right, across from the School

  • At the traffic light at Rodman Street, take a left to enter the parking garage

From Virginia

  • 495 toward Rockville/Bethesda

  • Take Route 190/River Road exit toward Bethesda

  • Go into DC, to end of River Road

  • Right on Wisconsin Avenue

  • Go 0.7 miles

  • You will see the colonial-style Fannie Mae headquarters on your right, across from the School

  • At the traffic light at Rodman Street, take a left to enter the parking garage


  • Take Metro to Tenleytown/American University stop on Red Line

  • Exit out of the left (east) exit

  • Walk 0.7 miles south on Wisconsin Avenue

  • You will pass a post office, followed by a Fannie Mae office building, then the next building is our parking garage; there is a sidewalk into campus after the garage


Visitors are welcome to park in the parking garage at 3825 Wisconsin Avenue NW just north of Zartman House. The entrance to the parking garage is at the intersection of Wisconsin Avenue and Rodman Street.

As you enter the garage, the parking spots to the right are for visitors.  If there are not enough parking spaces there, please progress to the far end of the garage, turn left, and go to the lower level where there will be ample parking.  Please place the placard (which will be emailed to you upon confirmation) in your dash to alert our Security Team.