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Abstract: The article considers conventionality not only as a specific feature of any art but also as a peculiarity of the culture of organization of children's recreation and rehabilitation. The article draws a parallel between artistic conventionality and conventions in social life and argues that life in a children’s summer camp is especially conventional in conditions of such a short-term formation. The authors investigate different paradigms of management of an organization and come to the conclusion that the choice of the least conventional model creates a favorable educational background in a children’s summer camp. The article suggests that organization of children's recreation and rehabilitation should not only provide possibilities for recreation and rehabilitation, but should also create conditions for additional education. The theoretical propositions of the article are illustrated by the examples of organizational programs of several summer camps of Sverdlovsk region devoted to the Year of Literature in Russia.