This single site case study looked specifically at the foundation and the structure of an independent school in California with respect to how it managed its enrollment and retention rates. For context, the institution being studied utilized a high-tuition strategy combined with a strong financial aid program. In 2012, the school peaked in its enrollment at 1441 students. By 2016, the total enrollment fell to 1302 total students. Based on the current tuition, the decline in enrollment from 2012 to 2016 represented a reduction of $4 million dollars in revenue. This loss revenue created a significant challenge for the school leaders to fund and maintain their quality programs, teachers, and staff. This qualitative study aimed to uncover the factors that drove the enrollment numbers down and the factors that played a role in the fluctuating retention rates. This study also looked at the current enrollment management strategy of the school and whether the implementation of strategies from higher education were viable options. The study revealed four major findings: the competition was fierce for students where the school was located, that student and parent experiences with the school faculty, staff, the and coaches had the greater influence on whether or not they remained at the school, the administration embraced higher education models of enrollment management, and the school had an opportunity to better communicate their true identity to the community. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com.bibliotheek.ehb.be/en-US/products/dissertations/individuals.shtml.]