Abstract Concerned that public schooling leads to mediocrity rather than meritocracy, many middle-class parents are seeking other options such as private schools, alternative public schools, and charter schools to develop their children's academic, creative, and athletic talents. Based on a mixed method investigation of school choice among parents (N = 1,871) in the two largest cities in the Province of Alberta, this paper examines the logic, values, and concerns that inform parental decision-making and the impact of social class differentiation in the process of selection of elementary schools. Issues surrounding the placement of gifted students in various school options are discussed.