A large city 'gives birth' to groups of carriers of certain ideas, values, and attitudes, who seek each other out. Parents choose schools that appear closer to their own values, where the methods of transmitting these values and the forms of classes seem more preferable and coherent. Schools 'attract' those parents whose basic life attitudes align and correlate with the school's mission, values, and strategy. The study aimed to identify factors influencing the development of alternative education in large cities. To achieve this, information was collected and analyzed on 667 private alternative educational projects in the five largest cities of Russia (Moscow, Saint Petersburg, Novosibirsk, Yekaterinburg, Kazan). In each city, five leaders of private alternative educational projects were identified and interviewed in-depth. Interviews and focus groups were also conducted with experts in alternative education. The study revealed that the concentration of maximum professional, infrastructural, economic, cultural, religious, political-ideological, and social diversity in large cities is a precondition for the development of alternative school education. Stimulating factors for the development of alternative education in large cities include overcrowded schools and the quality of education not meeting parents' expectations. The factor of parents plays a significant role: their age, involvement in their children's education, high level of information, etc. The lifestyle of city dwellers is a formative factor. Here, two strategies can be identified: the 'all inclusive' strategy and the strategy of education connoisseurs. At the same time, in a large city, there are also limiting factors for the development of alternative education: a complex transport system and logistical component, expensive rent and/or cost of buildings.