Memorial Student Center & Price Commons
Market Study 2006
Conducted by Brailsford & Dunlavey
Scope of Project
In the spring of 2006 University Centers contracted Brailsford and Dunlavey (B&D), a project planning company from Washington DC, to conduct a market study of the Stout community. The purpose of the market study was to provide direction for the future regarding services, programs and facility improvements of the Memorial Student Center built in 1985 and Merle M. Price Commons built in 1967.
Specific objectives of the market study included:
- Review of previous work by campus planning committees
- Conduct systematic campus needs analysis of student focused services and programs
- Review facilities that support those services and programs
- Propose solutions to address campus deficiencies, enhance existing, and support potential new focused services and programs
- Determine revenue potential
Market Study Methods
Brailsford and Dunlavey began gathering data with a campus visit in April 2006.
During the campus visit B&D conducted:
- Strategic Asset Valuing Visioning Session to outline the University’s expectations and aspirations
- Focus Group Interviews with a representative sample of University students, faculty and staff
- Intercept Interviews randomly while on campus
- A Campus-Wide, In-Depth, Electronic Survey of the Student Body & Faculty/Staff
Summary of Brailsford & Dunlavey’s Findings:
Brailsford & Dunlavey collected and analyzed an enormous amount of information. They conducted 5 focus groups (43 students & 18 staff), they conducted 10 intercept interviews with students, they did a comparative analysis between the Stout facilities and 8 peer institutions and 6 regional institutions, and they conducted a very successful electronic survey of the Stout Student Body (33% return rate with a 2% margin of error) and a Faculty Staff Survey as will (21% return rate with a 7% margin of error).
The student body told us that the current MSC is too dark, has too many hallways and not enough open hang-out space. Specifically the student body was looking for vastly improved and modern dining facilities, flexible retail spaces, additional lounge spaces, more natural light, updated public décor, and a building that is overall easier to navigate and more enjoyable to be in.
To see the entire Brailsford and Dunlavey report click here.
To see their PowerPoint presentation click here.