Westchester House Nursery School marks the launch of a 'super brand' for the Childcare Corporation, which operates 20 other settings under its established Kiddi Caru name.
'We are not saying that our other settings are in any way inferior in terms of the quality of the care and education they deliver, but with Westchester House we are delivering extras,' Alan Bentley, chairman, emphasises.
Mr Bentley is clearly excited by the potential of the model in affluent Farnham - he is expecting occupancy to hit the 'magical' 70 per cent mark by the end of this year - and has plans to replicate it in other areas such as Tunbridge Wells, Berkhamsted and Esher.
'This is a test bed for a whole host of new ideas,' he says. 'In terms of the environment and the services which are provided as part of the fees, it is state-of-the art, and parents feel they are buying into something special.'
Ultimate baby room
The £1.8m nursery complex was built by GML Construction, incorporating water conservation, energy from solar power and under-floor heating. Natural materials feature throughout the building, and the central reception area and staircase are decorated with a delicate plant and butterfly mural painted by a student at the local college of arts.
Numbers in its baby room have been reduced from the usual nine to six, and Mr Bentley describes it as the 'ultimate baby room'. There is a 1:2 staff ratio and the room is separated from the office by a two-way mirror. 'This might sound a bit like Big Brother, but actually it's fantastic for seeing what is going on, and parents like it.'
The nursery's outdoors, which boasts two dedicated play areas for the under-twos and over-twos, was designed by an educational psychologist to provide challenge. Part of it resembles a scene from the Tellytubbies, with a brightly coloured 'amphitheatre' made from soft poured material in gently undulating tiers.
No expense has been spared in the design of the large kitchen, which has a full-time chef and boasts five stars for its hygiene rating. The standard of food is a strong selling point for Westchester House. Everything is cooked freshly on the premises using a large proportion of organic and locally sourced ingredients.
ENLARGING THE MARKET
Farnham was chosen as a suitable location to launch the upmarket Westchester brand because it was identified by Mr Bentley as a place where parents would 'want everything' - and more to the point, can afford it.
'However, we couldn't have got it more wrong,' he says. 'We thought we would be used by families where both parents work and probably commute into London. What we've found instead is that we are popular with Mums who lunch. There are a lot of mothers who want time off to socialise or do other things during the day, and want to give their children the opportunity to enjoy a fantastic nursery environment.'
Mr Bentley says a large budget was committed to marketing the nursery locally. 'We work very closely with the Farnham Herald, which has a 35,000 readership, to create stories that are of genuine interest. Prior to the opening, we also used flyers to create a buzz.'
He is encouraged by the rate that occupancy is building. 'This site is our fastest growing and we are confident it will be 90 per cent soon. We are enlarging the market with a new offer and believe we can take this model to other locations.'
LESLEY HURST DEPUTY MANAGER
Lesley Hurst joined the nursery when it opened last September and says her goal is to help it achieve outstanding in its next inspection. Her own granddaughter currently attends.
'We have a very dedicated staff team and it is only by having the right staff that it is possible to achieve outstanding,' she says. 'We benefit from a fruitful interchange with other nurseries in the group who have achieved outstanding.'
Ms Hurst says that staff enjoy excellent conditions. There is a comfortable staffroom with a high-tech music system and they can eat the nursery's food. Each month individuals are nominated by parents or colleagues in recognition of good work and receive a prize voucher.
'We have some wonderful sentiments expressed by parents, who go out of their way to say what a difference it makes to know their child is having such an enjoyable time. It is also great when staff praise a colleague. For example, one of our practitioners has just been described as "everything a nursery nurse should be".'
Ms Hurst says CPD opportunities are available to staff but are not forced upon them. 'We work on the strength of individuals here and what is most important is giving them the confidence to be an all-round person.'
SNAPSHOT
- Westchester House Nursery School is registered for 97 children. Currently it has around 50 per cent occupancy.
- It employs 15 staff, all of whom are qualified to Level 3, except for an apprentice who is supernumerary.
- Additional services included in fees include Jo Jingles, French lessons, MAD (music and dance) Academy sessions and yoga. The nursery is open from 7am to 7pm.
- Childcare Corporation operates 20 nurseries under the Kiddi Caru brand. Six of these are graded outstanding.
