University Business - December 2007 - (Page 49)

Conference Colleges and universities are becoming key players in the hospitality industry. Call By Alana Klein N INCREASING NUMBER OF HIGHER ED IN stitutions are becoming bona ﬁde hospitality experts, building and operating multimillion-dollar conference centers and hotels on or near their campuses. In lieu of the no-frills, classroom-style meeting rooms of the past, they’ve taken a cue from the private sector and implemented high-end amenities, more technology, and better customer service into their centers. While the earliest centers were built in the 1950s, the concept is just as popular today, according to Gerald Schmidt, director of organizational services at the W.K. Kellogg Foundation. He says the 12 Kellogg Centers that exist at colleges and universities across the country have seen tremendous success. There are now about 200 IHEs that operate on-campus conference centers and more than 1,800 oﬀering some level of conference services, according to Unique Venues, a marketing ﬁrm that serves the higher ed community. “There will always be a need to provide continuing education activity and to give people an opportunity to upgrade their skills through conferences, workshops, and social meetings,” Schmidt says. IHEs have proven to be very marketable as conference and meeting venues, with the ability to appeal to two distinct The mountaintop setting of the constituencies: people aﬃliated U of Arkansas System’s conference facility invites both work and play. with the institution (i.e., alumuniversitybusiness.com A ni) and people with no ties to the institution who require conference services (i.e., the corporate community). It’s easier to sell to the ﬁrst target group, says Ron Naples, owner of Maple Mountain Hospitality, a hospitality consulting ﬁrm. “They already have a familiarity with the campus and are supportive of and often invested in the institution’s brand,” he says. Alumni, in particular, make excellent cheerleaders. “They love the idea of coming back to campus because they get special treatment and bragging rights.” The other group is attracted to the energy of college students and the nurturing learning environment that an academic venue can provide, he says. “[Conference centers are] a natural ﬁt. When it comes to education and learning, we all look to universities and colleges,” Naples says. Competing for Dollars and Guests Recruiting guests can be tough in a crowded marketplace, though. In addition to competing with neighboring institutions that oﬀer conference services, IHEs have to contend with conference centers in the for-proﬁt world. To set themselves apart, many institutions are bringing in conference services industry professionals and hiring designers and architects who specialize in thinking outside the box. In many cases, these centers represent the newest, most hightech buildings on a college campus, serving as a source of pride and a visible recruitment tool for the college community. Many are equipped with state-of-the-art technology, ergonomically correct furniture, “green” design elements, and multiuse spaces that, for example, can easily transform from lecture halls into wedding reception areas. Some are quite luxurious, oﬀering upscale hotel rooms, golf courses, pools, tennis courts, and movie theaters. December 2007 | 49 http://universitybusiness.com

Table of Contents Feed for the Digital Edition of University Business - December 2007

University Business - December 2007 Contents College Index Company Index Advisory Board Editor's Note Behind the News Viewpoint Admissions On The Hill Marketing Future Stock Independent Outlook Technology Spending Survey '08 Conference Call A Working Education 30 Smart Business Ideas Educause in Emerald City What's New Calendar of Events End Note

University Business - December 2007

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