When I moved from my rural location to a heavily populated area I looked at what everyone else charged. While I came in a bit lower to fill up, I've since raised my rates $5/day higher than all the others. One provider said everyone had been at $40 for years. I just threw the number out there to see what happened. So far, no problem. I still got lots of responses, interviews and signed someone for my remaining spot with little effort....and that number goes up by $1 every September. It might not hurt to see what the market can bear in your area. I've seen a few providers following suit, which is nice to see