CHEERS School Family (Berryville, VA)


  • Name:Beth Lucy-Speidel
  • Title:Leadership & Development Officer

Organization Address

  • Organization Name:CHEERS School Family
  • Address:PO Box 873
    Berryville, VA 222611
    United States

Organization Phone

  • Main phone:540-955-1338

Organization Web

User Address

  • Address:1076 W. Main Street
    Berryville, VA 22611
    United States

User Email


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  • Mission:
  • Over fifteen years our mission is where children know love, sense security, and embrace education, ages 6 weeks to 12 years in our communities have a strong educational foundation for the future.

  • Overview:
  • The Project:
    CHEERS School Family, Inc./ DBA Heritage Child Development Center will continue to focus on this target issue: to enable children to enter school developmentally on track in terms of literacy and social, emotional and intellectual skills, in order to meet the goal of increasing the percentage of Northern Shenandoah Valley area students who graduate from high school. Research has proven that children who come from lower socioeconomic conditions have a lower rate of educational success. “Low-income children consistently fall behind their peers in test scores, graduation rates, college enrollment, and other measures of academic success. There is general agreement that early childhood education initiatives have demonstrable benefits for students.”1
    Continued funding from the Newell Rubbermaid Investing in Community Philanthropic Program for tuition support will enable HCDC to maintain/increase the access of children from low-income families to high quality early education programs that prepare children for school. HCDC offers a cutting edge program with high academic results. Our academic standards and the results they depict has increased our passion and made us more resolute in opening our doors to ALL children, especially low-income and disadvantaged children who many times fall through the cracks of society. We have become very creative in these extremely tough economic times. With diligence, we served 41 low-income children at HCDC for fiscal years 2010 and 2011 combined; 17 in 2010 and 24 in 2011. These children have received public assistance and/or scholarship tuition assistance directly from CHEERS via the Newell Rubbermaid Philanthropic Program, Walmart, United Way, Bank of Clarke County and other wonderful partners.
    CHEERS School Family, Inc/Heritage Child Development Center’s priority: continually monitor and improve the quality of programs via outcome evaluation criteria that demonstrates children leaving our programs are prepared to enter kindergarten. Full funding from the Newell Rubbermaid Investing in Community Philanthropic Program will enable Heritage Child Development Center to provide at least 15 slots for participating low-income children in FY 2012 - 2013. These slots will serve children from the age range of six weeks to 12 years. Clarke County and Frederick County Boards of Education, Mountain Heart, and four area Department of Social Services will continue to be partners in this effort.
    The Strategy:
    • Continue working with representatives from the school systems to identify existing readiness evaluation tools, and/or purchase evaluation tools, and to build a pattern of regular communication between the teachers and centers. Although individual teachers have provided verbal feedback, written progress reports from area kindergarten teachers have not been obtained, despite requests. Heritage understands the important role the kindergarten teachers play in this process and its efforts to collaborate will continue.
    • Continue our efforts of developing portfolios of graduating preschool children, including the nine-week assessment form that kindergarten teachers complete for each child. This will specifically show how the children who attended Heritage are performing at the elementary school level. It will also help the Heritage in its efforts to work with kindergarten teachers in an efficient, effective manner.
    • Proactive in continued communication with parents about the critical need to obtain graduating preschool students’ report cards. We will continue to ask the parents to sign an authorization form so we can work directly with the school system in obtaining report cards and progress reports on the children that attended the center. Most parents are engaged and excited about partnering and understanding the impact of a solid early education.
    • Continue the critical work of analyzing available data to determine the progress of the children who graduated from the Center. This data will indicate how the Center’s efforts have impacted the children.

  • History:
  • Heritage CDC was the first child development center in the CHEERS School Family. We are proud to have a total of three centers, two in Berryville, VA and one in Kearneysville, WV.

    Our enriched, respectful environment in the center is facilitated by the practice of Conscious Discipline™ ( This social-emotional program meets the developmental needs of children by establishing the rituals, routines, and reliability that are the cornerstones of learning. As the children age and their capacity for higher-level reasoning increases, teachers introduce new techniques that help them make positive decisions and resolve conflicts.

    HCDC has tailored the EXCEED curriculum for use within the two year old program as well as the targeted preschool age group. We have also used the Early Literacy Accomplishment Profile to provide clearer structure and educational focus for children 6 weeks to 24 months. Paired with curricula that meets and exceeds VA State Standards of Learning, the program offers families more than just a daycare.

    During the 2012 - 2013 grant year, the Newell Rubbermaid Investing in Community Philanthropic Program enabled HCDC to serve 10 children while our total Give Back Initiative served 24 children. Full funding from the Newell Rubbermaid Investing in Community Philanthropic Program in 2012-2013, will enable HCDC to serve at least 15 children specifically, which is 20% of our enrolled capacity.

    Evaluation Process:
    Service: Prepare children for school readiness.
    Specific Focus: Low income/Disadvantaged children.
    Immediate Outcome: Please see the charts on pages 10 and 11. They depict the PALS PreK evaluations on children enrolled during fall 2011 and spring 2012 and the significant growth and progress they have made on educational goals.

    Intermediate Outcome: 85% of low-income children who obtain grant assistance from Newell Rubbermaid Investing in Community Philanthropic Program, who are at greater risk of dropping out of school later, will enter school developmentally on track in terms of literacy, and social, emotional and intellectual skills, and prepared to successfully enter kindergarten.

    Long Range Outcome: The percentage of Northern Shenandoah Valley area students who graduate from high school will be increased by focusing efforts on enrolling and educating low-income children and increasing their opportunity at overall personal success.
    Indicators: Low-income children will be on track for kindergarten readiness.
    • Continuous review and refinement of center’s assessment tools;
    • Identifying potential evaluation tools already in use and modify as determined through review of applicability and compatibility with program philosophies;
    • Collecting baseline data of performance;
    • Formalizing collection of anecdotal data from kindergarten teachers and parent surveys regarding readiness of children coming from the programs;
    • Ongoing review of project success;
    • Collecting data to assess effectiveness of the centers’ individual programs, benefiting Department of Social Services, Mountain Heart-eligible children.

    Methods of Data Collection:
    PALS PreK (3 years to 5 years of age):
    • Phonological Awareness Literacy Screening
    • Assesses Language and Literacy
    • Supported by Virginia Department of Education
    • Assessments conducted in November and May
    • Copy given to the parents and the original is kept in the child’s file

    EXCEED evaluations (2 years to 5 years of age):
    • Monthly checklist teachers observe and fill out on each child;
    • Copy given to parents and copy placed in child’s file;
    • Parent-teacher conferences are held semi-annually to review and discuss each child’s progress;
    • Initial assessment conducted at the beginning of the school year (August) to chart child’s current skill level;
    • In-depth quarterly assessments conducted to evaluate child’s progress, determine any areas of struggle and to monitor skill development and kindergarten readiness.

    Early Learning Accomplishment Profile Evaluations (6 weeks to 2 years of age):
    • Initial assessment conducted at the entrance of the child into our school;
    • Quarterly assessments conducted in conjunction with transitions to new classrooms to monitor skill development and determine any areas of struggle, both cognitively and motor skills.

  • Year established:1997
  • Endowment:Unknown


  • Executive / Trustee board size:6
  • Advisory board size:7
  • Staff size:45

Board and Executive Names

  • Board Members / Trustees:
  • Barry Hockenberry,
    Tony Sanders,
    Vice Chair
    Michael Hockensmith
    Jeremy Ulderich
    Desiree Washington
    Tasha Demko, Executive Director

  • Executive Director / President:
  • Tasha Demko, Executive Director

Staff Names

  • Key Staff:
  • Beth Lucy-Speidel, Leadership & Development Officer


  • Organization type:Grantseeker
  • Country of registration:United States
  • Tax Determination Letter:Received Determination Letter
  • IRS Section:
  • IRS Subsection:Operating
  • Tax ID:54-1825504

Other Organization Web

IRS Business Master File Information

  • EIN:541825504
  • Organization Name:CHEERS SCHOOL FAMILY INC
  • Care Of Name:
  • Organization Address:1065 W MAIN ST
  • Organization City:BERRYVILLE
  • Organization State:VA
  • Organization Zip:22611-3507
  • Group Exemption Number:0000
  • Subsection Code:03
  • Classification Code(s):1, 2
  • Subsection/Classification Desc.:Charitable Organization, Educational Organization
  • Affiliation Code:3
  • Ruling Date:February, 1997
  • Deductibility Code:1
  • Foundation Code:16
  • Foundation Code Desc.:Organization that normally receives no more than one third of its support from gross investment income and unrelated business income and at the same time more than one third of its support from contributions, fees, and gross receipts related to exempt purposes. 509(a)(2)
  • Activity Code(s):995, 990
  • Activity Code Desc.(s):Described in section 509(a)(2) of the Code, Section 501(k) child care organization
  • Organization Code:1 (Corporation)
  • Exempt Org. Status Code:01 (Unconditional Exemption)
  • Tax Period:December, 2016
  • Filing Requirement Category:01 (990 (all other) or 990EZ return)
  • Accounting Period:December
  • NTEE Code:P33
  • Asset Amount:$1,151,070
  • Asset Code:6 ($1,000,000 - $4,999,999)
  • Income Amount:$1,416,746
  • Income Code:6 ($1,000,000 - $4,999,999)
  • 990 Revenue Amount:$1,412,742
  • Last Updated:2/20/2018 11:18:46 pm

This information is directly from the IRS Exempt Organization Business Master File at Exempt Organizations Business Master File Extract. This information is not under the control of the Common Grant Application and is collected and compiled and can only be changed by the IRS.