April 2026: Archmere: A Luxury Brand

Dear friends,

The Glion Institute of Higher Education is an elite business school for hospitality and restaurant management founded in 1962 with locations in Switzerland and London. In an August, 2023 publication of the Institute, a luxury brand is defined as “a company that provides goods or services with a reputation for high quality, superior craftsmanship, and high price points. They create emotional connections, offering prestige and exclusivity that signal status to the consumer. Key traits include heritage, innovation, and an aspirational, unique experience.” (https://www.glion.edu/magazine/what-makes-brand-luxury/, 4-30-26)

I would say that private or independent school education is a “luxury brand.” With nearly 30,000 private schools in the U.S. enrolling more than 5 million K-12 students (10% of the student population) in 2021, there are varying degrees of “brand” among these educational options. https://marketbrief.edweek.org/education-market/the-u-s-private-school-market-an-explainer/2025/04 Depending on the economy in a particular geographic area, the specific programs and staffing of a school that delivers its founding mission, and the philanthropic support from its stakeholders, among other variables, the cost of private education and the caché that is associated with attending a particular private school varies considerably.

So, what is your frame of reference in evaluating Archmere among all the other educational options in our marketplace?

Interestingly, a few days ago, we held a meeting of our Class Representatives, giving them an update on the school, providing them information and support for those class years celebrating reunions, and encouraging them to help us raise funds for our annual giving program - The Archmere Fund. After I finished my remarks, one alumnus offered a comment, saying that after reading faithfully the Archmerean magazine that we produce bi-annually and listening to my narrative, the two impressions of Archmere do not align. He went on to say, and I paraphrase, “Reading the Archmerean and all of the amazing things our students are accomplishing sends the message that Archmere is doing just fine and does not need my support. It seems like you have amazing students coming from amazing families who are achieving amazing things.”

I had just finished sharing with the group the fact that the majority of our families can be categorized economically as “middle class,” and they stretch their financial resources to afford an Archmere education for their children. On an annual basis, more than 70% of our families who apply and are admitted qualify for financial assistance within a wide range of grant sizes. These need-based grants are often combined with scholarships, based on students’ academic performance on the entrance exam, their transcripts, and their personal interviews. It is not difficult to qualify for financial assistance when you have tuition in the higher $30,000 range, and you are talking to families with two or three children who need to earn a significant income to pay the after-tax tuition bill! As I have been saying, the Archmere model - at least for the financial profile of its students and their families - is an “upsidedown model” from the traditional independent school that has on average 28% or fewer students, based on 2024 statistics, receiving financial assistance. (solutionbysss.com)

Somehow, individuals may be hearing the message of Archmere student successes and presume that means that families are able to provide their children with all that they need to be at Archmere and move on to college. That also presumes that Archmere can meet the expectations of parents and students who are consuming “a luxury brand.” 

We must admit that Archmere Academy has always been perceived, revered, and critiqued as “a luxury brand.” In large part, alumni and families of Archmere are proud of their association with the Academy. Many alumni, like myself, feel indebted to the Academy for the opportunities it provided for me throughout my life. As is true with any human endeavor or institution, Archmere also has its share of critics for a variety of reasons, some valid and some that could be questioned. Nevertheless, the spirit of the school remains inclusive, and in that spirit, we have a very diverse student body as a Catholic Norbertine school.

That diversity includes families who can only afford a fraction of the tuition, who have job insecurity to the point of being unhoused, who are in need of basic necessities, and whose children have demonstrated academic talent and a maturity beyond their years in having to deal with life issues that they should not have to address at their ages. These students and families are a part of Archmere, too! 

So, when we read about the amazing academic, athletic, artistic, spiritual, community service, and other accomplishments of our students, you are hearing about ALL of our students from every walk of life, and most especially, those students who have had to overcome the economic disadvantages of their family situations. 

I do believe that I have shared my personal narrative many times over in the16 years I have been head of school and the 12 years before that when I served as Director of Development and Public Relations. It is a very important story for me, because I was one of “those” students. I did not know it at the time, because I was fortunate enough to have an amazing mother and extended family that prevented me from thinking that we were “poor.” However, I know how it feels to not be able to do things or afford things that other students in the class could do. Archmere gave me the opportunity and the drive to achieve, and I am so grateful for that. When I say, “Archmere,” to whom do I refer? It is the Norbertine priests and lay teachers. They were people of substance, who knew their craft and were also emotionally present to be my “safety net” when I needed reassurance. I believe that we have a remarkable staff today who are emotionally invested as “safety nets,” as well as excellent academicians for our students.

GIVING DAYS are happening May 5, 6, and 7, with the goal of raising $72,000 in 72 hours to help us reach our Archmere Fund Goal of $650,000. We are currently at approximately $439,000, so we need your support with gifts of any amount . . . $5 to $50,000 or more. All gifts are important and appreciated! If you have already donated, thank you so much for your support and generosity, and if you are inclined to give again to help us meet our giving challenges, we are most grateful! If you have not made a donation, please do so now. 

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On behalf of the Archmere community, thank you for your continued support and prayers, and sustaining a “brand of academic and formative experience” that may be thought of as a luxury, but it is desperately needed in forming intelligent and empathetic leaders for our world’s future.

SIncerely,

Michael A. Marinelli, Ed.D. ‘76

Head of School