University Business - December 2007 - (Page 52)

Educational programming is the raison d’etre for the University of Arkansas Systems’ Winthrop Rockefeller Institute, a $20 million adaptive reuse facility that sits atop Petit Jean Mountain. Composed of a 12-building complex on 180 acres of leased property, the center opened in 2005 and is currently undergoing more expansion. “The institute sees itself ﬁrst and foremost as an educational center with conference facilities,” says Sherry Walker, director of programs at the Winthrop Rockefeller Institute. Walker says the institute has a “lodgey” feel. Surrounded by walking trails and scenic vistas, it attracts members of the university system, which comprises 11 campuses, as well as outside groups. The setting lends itself to experiential education, oﬀering a Culinary Arts School, which hosts gourmet getaway weekends, the Arkansas Professional Language Institute, which supports interaction with a growing Hispanic population, and a Public Policy Program, which oﬀers intensive one-to-four-day meetings on topics that generate debate. Faculty from the various University of Arkansas campuses often participate in the programming, and students can intern at the institute. Under the ﬁrst phase of renovations, the university added a 30-room lodge, an enlarged food services area, a library, and a culinary arts classroom. A second phase of renovations will yield an 80person legacy theater and landscaping next spring. The Winthrop Rockefeller charitable trust provided funding for the center. “It is expected that we grow our programs and make money of our own,” Walker says. Proﬁts will funnel back into programs and the facility. Conference Call Students play a key role in running the U of Denver’s conference center (above), and professors at Montclair State U (N.J.) participate in meeting symposiums at its center (left). A Center with a View Even IHEs with space constraints can oﬀer conference services. Montclair State University (N.J.) recently completed “the largest and most sophisticated building” in MSU history, says Phil Car- illo, director of University Hall’s conference center. Occupying the top ﬂoor of University Hall—a $54 million building housing the College of Education and Human Services, the Information Technology division, and other departments—the center can hold 500 people. There are breakout rooms, a presidential dining room that also serves as a boardroom, and a full-size restaurant style kitchen adjacent to a ballroom. One of the center’s biggest selling points is its location, which aﬀords “one of the best panoramic views of Manhattan,” Cardillo says. “It’s not a cold hotel ballroom where you see four walls. We are surrounded by 15foot windows with a beautiful view.” With this conference center, he adds, the university can really develop its regional, state, and international meeting symposiums and encourage more academic departments to participate in them. While campus hospitality ventures are of course secondary to the central mission of educating students, many incorporate that mission into planning, design, and construction. “At its core, these centers serve an educational purpose, but there has to be an understanding of the hospitality component,” says Tom Cappucci, ﬁrst vice president of the International Association of Conference Venues and general manager of University Place, the conference center and hotel at Indiana University-Purdue University Indianapolis. “They do so much more than educate—they attract people to the campus, give it prestige and visibility, and serve as a useful tool for the community at large.” Alana Klein is a former UNIVERSITY BUSINESS editor and a Manhattanbased freelance writer. CREATIVE CUSTOMER SERVICE Where conference center customer expectations meet university strengths by Ron Naples, Maple Mountain Hospitality On-campus conference centers make sense for a number of reasons. Here are some examples of how to maximize the beneﬁts. PROFESSIONAL CREDENTIALS AND PROGRAM SUPPORT Many resources lie within the university gates. Ask professors, staff, and students to bring in lecturers and to design and deliver programs for your guests. QUALITY FITNESS FACILITIES Universities and colleges often possess large, beautifully appointed ﬁtness amenities, including Olympic-sized swimming pools, running tracks, and high-tech equipment. Make them available to your conference guests. They will give you a marketing edge. INTERGENERATIONAL ENVIRONMENT Business clients enjoy speaking with university students and being around the energy their presence creates. Create opportunities for students and guests to work side by side. This offers a diverse, interactive environment for the guest and promotes networking and great conversation, especially when hosting alumni. ECO-FRIENDLY CONFERENCES University and colleges are leading the country in their “green” efforts. Meetings and events at their facilities beneﬁt from the good press of being eco-friendly. Enlist the support of the institution’s conservation or environmental club, science departments, and architects who specialize in green design. 52 | December 2007 universitybusiness.com http://universitybusiness.com

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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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