Nannies: Not Just for Rich Kids.

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July 6 2012 6:45 AM

Nannies: Not Just for Rich Kids

If you live in a city, day care can be the costlier child care option.

A nanny from gets a hug from the child she looks after in Brooklyn, New York.
A nanny from gets a hug from the child she looks after in Brooklyn, New York.

Photo by Andrew Lichtenstein/Getty Images.

I used to think only the rich hired nannies. That stereotype dominates the media, from a recent New York Times Magazine column on high-priced nannies making more than I ever will in a year, to the new ABC Family reality show, Beverly Hills Nannies, set to debut July 11. Then I had a baby.

I’m a freelance writer and editor. My husband is an organizer for a national nonprofit. We have a 4-month-old daughter and live in Brooklyn. We’re not exactly the 1 percent. Yet we have a nanny. 

Despite recent tales of “super nannies” who make more than their charge’s pediatrician, in many American cities, hiring a nanny costs less than day care enrollment, especially for families with atypical workweeks or multiple kids. A nanny costs so much less than day care in some urban centers that, in my Brooklyn neighborhood, there’s even been a small uptick in private child care hires, despite the sluggish economy, according to exhaustive annual surveys compiled by Park Slope Parents. 

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So why, counter conventional wisdom, is day care actually the more expensive option? First, a day care needs real estate. State and county requirements can include minimum space standards—35 square feet per child is one industry norm—and safety measures such as a ground floor location to meet fire codes. A lot of New York real estate towers above street level, so that already sharply limits options. On our neighborhood’s main drag, commercial rents run $65 to $85 per square foot, according to the 2010 CPEX Retail Report. Most day care providers lie on peripheral streets so they pay less, but even $45 per square foot per month can be steep for a small business.

Then there are government-mandated staffing ratios. Massachusetts requires a 1-3 staff-to-infant ratio, or 2 to 7, seven being the maximum number of infants allowed at a single facility. For toddlers age 15 to 32 months, the state allows up to nine children and a staff ratio of 4 to 1 or 9 to 2. So caring for babies means paying more staff with fewer potential clients—toddlers are where the money’s at. For parents, that means precious few Pack ’n’ Plays for their precious little ones.

Typical small business costs also apply. Florida’s Department of Children and Families offers sample budget spreadsheets to track day care startup costs, estimating that the overall picture—rent, insurance, snacks, laundry, advertising, office supplies—can add up to $25,000 in initial costs alone in a state with a much lower cost of living than New York City. Hannah Orta, a program specialist for parents and child care providers with the nonprofit Center for Children’s Initiatives in New York City, says that rising gas and food prices also play a huge part in cost increases. 

Competition does, too. Parents pay a premium for well-regarded child care, just as they would private schools. With few infant spaces, and some parents willing to pay, the costs keep rising. Child Care Aware of America, a child care advocacy group, notes that day care centers face a huge potential turnover rate—33 percent is typical—and so must continue to raise fees in order to retain the experienced staff that parents are looking for. Then there is the upper middle class battle for resources: Some infant programs in New York City have a two-year waiting list, and parents who register after the first trimester of pregnancy may be out of luck, according to a recent Wall Street Journal report. In Brooklyn, there are always tales floating around listservs about parents camping out overnight for day care spaces or applying to five day cares—and not getting in anywhere.

Oh, and want to have more than one kid? Every additional child complicates the equation. This isn’t just a New York problem: Meghan Super lives outside of Minneapolis and has five kids ages 11, 9, 3, 2, and 6 months. She works part-time from home and needed child care from 11 a.m. to 3 p.m. for her youngest three. The facility her older children attended when they were young is actually pretty cheap—it would have charged her $10 an hour for the trio, but they didn’t have any infant openings. Super found a large day care center that had infant openings, but that meant driving her kids to different providers and paying a total of $24 an hour. Super’s neighbor runs an in-home day care but charged $50 a day per child, which, since she only needed four hours of care a day, would amount to $12.50 an hour per child, or $37.50 an hour total. Which is a lot! Frustrated, Super turned to an online nanny service and learned the going rate in her area for someone to watch all three kids was only $15 an hour. Finally, a solution.

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