Historic Change Announcement

option Institute logo, Autism Treatment Center of America logo

Dear Past/Current and Future Option Institute Participant and Friend:

This is a historic time of change and renewal for the Institute. For over a third of a century, our magnificent 100-acre campus has been the home for thousands to dream out of the box, feel safe, share deeply and find peace inside. A home to help yourself, your family and your children to grow into the happiest versions of themselves while in a non-judgmental, loving environment surrounded, by beauty. Driving past Sage’s ravine, up the mountain, you may have seen the blazing foliage, the white winters, the baby geese swimming in the pond, or shared tranquil walks with your new found friends you met in the courses you attended. During this time, we have not only been your teachers and mentors but we have so dearly loved you all as you have loved us, shared deeply with us, and experienced what so many others could only dream of…. being able to grow and help yourselves, and if you’ve taken Son-Rise Programs, to be able to help your child or children develop and become the best possible versions of who they are.

We have some EXCITING NEWS to share with you! It is no surprise that the world is changing to a digital platform and SO ARE WE! We have decided that the best way for us to deliver our programs, as we move into the future, is through digital technology and off-site programs. This means you will be able to attend our Option Institute/Autism Treatment Center of America programs from the comfort of your own homes while still receiving the BEST of what we have been delivering over the last 40 years. We are extremely excited about our new direction and the meaningful way we can continue to deliver our programs to more and more individuals all around the world while using the most current technology to make our programs and products more available. The availability of many digital platforms will enable us to reach far beyond the confines of a physical campus.

What does this mean for our in-person, on-campus programs? We will be running programs here at the Option Institute/Autism Treatment Center of America in Sheffield, MA (USA), through August 2020. We will finish off 2019 strong with our already scheduled programs. We have also packed the 2020 calendar with many courses for you to attend. We will kick off the New Year with our final in-person, month-long Mentor Certification course; followed by several of our favorites, including the transformational Inner Strength Boot Camp program, Bears’ signature Wide Awake and the Son-Rise Program series. Please see our calendar for all the exciting programs we will be offering! This will bring us to the conclusion of our in-person programs on campus. We will continue to offer in-person Son-Rise Programs internationally. In the future, we are also planning to offer in-person programs from other locations (please contact us if you would like to sponsor a program in your area). We have seen so much success with on location international programs, that it makes sense to offer them domestically as well.

This is your chance to seize another opportunity, to continue this journey (your journey) with all of us holding hands once again on this beautiful campus, which has been a setting for so much growth and development. If you have been thinking… “oh, I will come next year or the year after,” we say “how wonderful!” However, at this time, that window of opportunity is limited. We encourage you to come to 2, 3, 4 or even 5 programs in 2020. Bring someone you care about and love so you can share this amazing work with them. Bring everyone you know for the time is now. We want you (and so many others) to be a part of this spectacular transition while still offering opportunities for growth and transformation. With you, we thrive. While we have done our very best to help and support all of you – you too, have by your presence, as students and participants, helped grow what we teach in the world. Together, we have been a shining light. And for that, we are most grateful.

We will be honored and excited to welcome you back for these last campus-based experiences, and of course encourage you to continue your journey with us in the digital world (and lots more to come). Return, so we can shower you with new ways of building deeper and more loving connections with those in your life…. and with yourself! Our doors are open and we want to embrace the future with each and every one of you.

with love, Bears & Samahria




Bears & Samahria Kaufman/Co-Founders
Option Institute® /Son-Rise Program® / Autism Treatment Center of America®
P: 1-413-229-2100 | 2080 Undermountain Road Sheffield, MA, USA 01257

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The Option Institute and its teachers have had the honor to present programs (during the last four decades) that explore the attitudes and beliefs we have (and may want to change) and to help program participants find their own answers to questions about relationships, careers, family challenges and health issues. Our new program, Health & Healing: Navigating Life’s Health Challenges (formerly '5 Days to Live') , focuses on navigating significant health challenges and decision-making with greater ease, clarity, and clear purpose.

We are not a medical facility and we do not dispense any medical advice. We have and would always guide our program participants, to consult with their doctors, healthcare providers, and family members in making medical decisions for themselves and those they love. Neither Mass General Hospital nor any member of its medical staff endorses any program being offered by the Option Institute and its teachers.

NOTE: Attendance of live sessions via Zoom are required to complete this course.

Please note, this is a per-person registration



PRE-REQUISITES for attending Advanced Power Dialogues are:

  • Completion of The Option Institute’s PowerDialogues program.
  • If it’s been more than 5 years since you attended PowerDialogues, please call 413-229-2100 to discuss options.

NOTE: Attendance of live sessions via Zoom are required to complete this course.

Please note, this is a per-person registration


Dear Donor,

Jeannie Reid was searching for answers to the challenges she and her family were facing. Jeannie and her husband Stuart’s son, Carson, had been diagnosed with Pervasive Developmental Disorder, a condition on the Autism spectrum. For Carson that meant being completely involved in obsessive behaviors and only using minimal words to identify objects, as well as frequently and completely melting down.

Soon after, Jeannie found the book, “Son-Rise: The Miracle Continues” and when she read it, she KNEW she had found what she was looking for. She began using some of the Son-Rise techniques described in the book on her own until she was able to come to The Autism Treatment Center of America for the Son-Rise Program Start-Up. As she put into practice what she learned there, Carson’s world was opening up. Today Carson is attending a Montessori school as a 'typical' student and functioning at or above typical grade level, being fully verbal and conversational, and very interested in learning about the world and interacting as much as possible with other people. He is even taking swim lessons at the local YMCA and doing great!

“It has been wonderful to get, and stay connected with other people and Son-Rise parents from all over the world. My son’s progress had already come very far, but now I truly believe we can go all the way!”

Jeannie wrote.

Stuart Reid then attended the Empower Yourself course and brought home a new sense of clarity, balance and personal power. He shared his new empowerment with Jeannie and she in turn gained in confidence, strength and enthusiasm. Their own relationship began to flourish anew, as well. Life-altering changes were happening for Jeannie and her family.

Jeannie journeyed again to Sheffield, this time for the Fearless course at The Option Institute to help her recognize and overcome her personal obstacles. Jeannie wanted to continue her amazing journey as she had found using the techniques she learned in The Son-Rise Program and in Fearless had absolutely changed the lives of everyone in her family.

But, because the Reids’ finances had been seriously stretched by then, their next steps were put on hold. Then an amazing event changed everything. Jeannie’s college roommate and lifelong friend decided to start a Son-Rise Program scholarship fund for people from the Cleveland area. Since then Jeannie has been able to move ahead with her courses, taking Radical Authenticity, Son-Rise Maximum Impact and Son-Rise Wide Awake ... and eventually she became a Certified Group Facilitator.

Jeannie Reid’s story is about wanting BIG and making it happen. She is about to embark on her renewed private practice as an art therapist, and plans to be a super advocate for The Son-Rise Program in her area. Her wonderful new life is a product of her persistence and belief, and of the wheels she helped set in motion for others when her friends learned of how she and her family had been impacted by The Son-Rise Program.

“I know I will be able to give back by helping others, and that will be the top of my personal mountain! Thank you to everyone who donates! You are making a big difference in the world!

Jeannie Reid


Dear Donor

Two years ago, Antonio's kindergarten teacher told us something was not quite right with our little boy. He was not socializing, he somersaulted all the time and hardly spoke at all. At the time I was working for a municipality close to Florence, Italy and basically I had nothing left after seeing to basic necessities.

In the meantime, I looked up Autism with Google and as I was also looking for happiness and personal growth, I was guided to The Option Institute, thence the Autism Treatment Center of America. I read up as much as I could and started trying to apply the “Happiness is a Choice” suggestions. I'm not quite good at it but it has helped me with attitude, and everything else that seemed trying is really different after all this.

When I decided to come for The Son-Rise Program Start-Up, I really had little or no money to pay for it. I spoke to my friends, old and new. My mother helped me, friends I thought couldn't [help] tried their very best and the scholarship did the rest.

What the scholarship did was give a HUGE boost to my fundraising. About six friends contributed the rest, at the travel agency a very kind lady who I may now call a friend helped me some more. I am overwhelmed with gratefulness. Here I am, happy to have attended the Start-Up program and looking forward to learning more and praying to God for guidance.

So the gist of the matter is, I am a happy mum who hopes to implement a wonderful relationship with her child and is riding a not so easy moment with lots of hope in her heart and THANK YOU is not enough for what I feel. I still remember William's words, “If you do what you've always done, you will get what you've always got.” Now I'm trying to do different, bit by bit, day by day. I feel the difference already.

About Antonio ... we are going on with the Italian program and I play with Antonio after school in a quiet room in the house. Knowing what the little guy is exposed to (he's always putting his fingers in his ears and he seems to have problems with too much light in his eyes), I find him very brave as he bears it tolerably. Drums a lot to digest it all.

When we went to the doctor, just weeks after starting the program at home, she told me that she found him more attentive. His attention span has increased. He is also tagging or pulling at one's arm when looking for attention. The child psychologist last Saturday reported the same thing and what's more, my son has always required that I enter the room, hence assisting in every session. Well, this time he went in along with the doctor and told me, “See you later.”

At school, his teacher who speaks English as well, read up and watched my DVD (Kyle’s Journey, Jade and “I want my little boy back”). Now she's changing, bit by bit and I do appreciate that very much. He seems to be OK with her and actually sent me away from class this morning, again telling me, “See you later.”

He is now ONE HUGE GREENLIGHT and I'm hoping to be able to really have volunteers (still looking), raise funds and settle down to business.

God bless,



Dear Donor,

I am the mother of three children, all on the Autism Spectrum. Before I heard of the Son-Rise Program and the Option Institute, I was a desperate, angry and depressed person…. I was on Anti-depressants, sleeping multiple hours of the day, and for a period of time, using alcohol to run away from my pain.

Then I heard of the Son-Rise Program. I called to find out more about it and thought “this if for me!” But I could not afford it. You see raising one child with Autism is very expensive but raising three is just outrageously expensive with all the therapies and dietary interventions that we were doing.

But I was offered a full scholarship to the SRSU program. I have since attended all of the Son-Rise Programs and many of the Personal Growth programs offered by the Option Institute.  Each time I have been given a scholarship and each time I go I learn more about who I am and I change for the better each and every time.  Because of your most generous support, my children are recovering from Autism, I have found happiness in my life!  I am no longer on anti-depressants and I have so much more energy.

YOU are the reason that my family is in recovery. It is because of YOU that my oldest son now is enjoying school.  YOU are the reason my second son is speaking. YOU are the reason my daughter is no longer as rigid and controlling as she once was.  Thank you does not even begin to cover how much gratitude I have for you.  I thank God every day for you and I do not even know you.

Please know that you are changing lives with your donation to ATCA and the OI.  It is because of you that every day people are getting the help that they need. Thank you, thank you and thank you!

With so much love,

Kerry Rihtar