The New Student Center Presentation

CREATED FEBRUARY 11, 2010

COMPOSED BY
THE ASSOCIATED STUDENT GOVERNMENT OF
NORTHWESTERN UNIVERSITY
 Introduction

WE ARE HERE TO ADVANCE THE MOVEMENT ON THE CREATION OF

A NEW STUDENT CENTER.
 History of Need

The Norris University Center has fulfilled the

student center need since it opened in 1972.
 Logo represents Old Oak tree near Harris Hall which served as
a university center point.
The conversation to replace or improve Norris has
been ongoing since 1995.
The Student Center need has been identified as a
need for the University by several administrators and
need assessments.
This need was not addressed in the $1.5 Billion
campaign which concluded in 2003.
 The NSC Should Be For All Students

A New Student Center (NSC) should be a destination

beyond just on-campus convenience. As a social
center, students would fill the building from dawn
till dusk. As a cultural and recreational center,
students would perform in state-of-the-art blackbox
theaters in front of their friends. As a learning
center, students would find access to the vital
resources that give direction to their college career. A
NSC should be the catalyst for all students in
unifying the Northwestern Experience.
 Students Support the NSC Initiative

Source: University Center Needs Assessment Conducted by Brailsford & Dunlavey in 2005
It is time to address this unmet need at
Northwestern University.
The Norris Shortcomings

THE CURRENT NORRIS UNIVERSITY CENTER DOES NOT

MEET STUDENT NEEDS.
 Norris does not meet the Student Need

Brailsford & Dunlavey, a facility planning and program

management firm, was tasked in 2005 to assess how the
Norris University Center was addressing campus demand to:
 Interact socially
 Grow culturally
 Relax recreationally
 Learn experientially
According to B&D,
 Norris’ role as the campus common ground is limited by its outdated
design, inadequate facilities and limited service mix.
 Students don’t go to Norris to “hang out.”
 Norris lacks space for the high demand of student group needs.

Source: University Center Needs Assessment Conducted by Brailsford & Dunlavey in 2005
 Norris’ Location and Facilities do not attract high traffic.

Source: University Center Needs Assessment Conducted by Brailsford & Dunlavey in 2005
 Market Analysis

A NSC WOULD HAVE A HEAVIER STUDENT FOCUS AND

FURTHER ENABLE STUDENT GROUPS.
What Students Want
 Students want more student space in their NSC

 There is a large desire

to add spaces that
appeal to all students
and foster social
opportunities.
 We believe that while
some improvements
are not valued high
here, they are still vital
to a New Student
Center Proposal. That
includes
 Blackbox theater
 Ballroom
 Student Organization
space
Source: University Center Needs Assessment Conducted by Brailsford & Dunlavey in 2005
Students not in student groups frequent Norris less

This graph emphasizes

the point that more
features that appeal to all
Number of
Student
students are needed.
Groups
involved in: As of now, most Norris
visitors are those
involved in student
organizations.
A New Student Center
can do a better job of
attracting all students at
Northwestern.

Source: University Center Needs Assessment

Conducted by Brailsford & Dunlavey in 2005
 Students want a more social NSC

 Students currently do
not go to Norris because
it is not social enough.
 The location is not
convenient
 Their friends are not
there
 There is no space to
relax.

Source: University Center Needs Assessment Conducted by Brailsford & Dunlavey in 2005
What peer institutions are doing
Quick Facts: Washington University at St. Louis

Completed in 2007

116,000 Sq. Feet

Provides 522
underground parking
spaces

Centralized Student
Services (ex. Career
Services, Greek Life
Center, etc.)

Graduate Center on
third floor

Danforth University Center

Quick Facts: Stanford University

$20 million renovation

completed in 2007
Added 31,000 sq feet of
student space
Has a blackbox theatre
Late-night dining option
open until at least 1am
seven days a week
Centralized Student
Services (ex. Student
gov’t, Religious,
Community Service, etc.)

(Renovated) Old Union

Quick Facts: Princeton University
Opened in September
2000

185,000 Sq. Feet

Features a shipping and

packing agency

Film and Performance

Theater (w/ Dressing
Room and storage)

Tech Help Center

located in campus
center

Frist Campus Center

Quick Facts: Dartmouth College
Renovated and expanded in
1994

Late-night dining option open

until at least 1am seven days a
week; Open until 3am seven
days a week

Features a campus pub

Collis Center
Some of our peer institutions have more meeting
rooms per average student group size.
 The line through the origin
indicates if competitor schools
have more or less meeting rooms
Michigan per average student group size.
 From this graph, Duke, Princeton,
Illinois, Wisconsin and Michigan
Wisconsin have more Meeting Rooms per
Illinois Penn State average student group size.
U Penn  Northwestern is in the middle of its
competitive set for this indicator.
Princeton
Northwestern
 In addition, given the lack of
Duke
Columbia availability of Norris space in the
Stanford
Cornell
short run, there is a shortage of
event space on campus for student
groups.
 Additionally, B&D recommend in
their assessment to double the
number of meeting rooms in their
ideal student center.

Source: University Center Needs Assessment

Conducted by Brailsford & Dunlavey in 2005
 Northwestern has a smaller ballroom than its
peer institutions
Northwestern has a
smaller ballroom (The
Louis Room) that its
competitors.
During large scale
events, our sense of
community is limited by
the small portion of
students that can fit into
this space.

Source: University Center Needs Assessment

Conducted by Brailsford & Dunlavey in 2005
 The NSC Vision

WE ENVISION A NEW STUDENT CENTER THAT BECOMES

THE TRUE CENTER OF CAMPUS AND ENHANCES ALL
ASPECTS OF THE STUDENT EXPERIENCE.
 Northwestern has 4 options to meet the New
Student Center Need

Part of the cost

could be paid
through a
Student Fee
Note: these are 2005 dollars estimated by Brailsford & Dunlavey in 2005
 Norris Center Renovation (No added space)
 Strengths
 Lake Michigan views
 Reconfigure space to
improve space allocation.
 Improve inner aesthetics to
attract more students
 Improve front entry to be
more appealing to students
(costly)
 Updated building systems
and bring building up to code
 Weaknesses
 No added space means a
smaller benefit to students
 Norris is not in the center of
NU
 Services need to be relocated
for renovation
 Bringing the building up to
code/preparing to renovate
could cost millions by itself
 A large portion of cost would
be dedicated to aesthetic
improvements which are
necessary for a student
center, but not necessarily
other services
 Jacobs Center Renovation
 Strengths
 Centralized location on Sheridan Road
 More accessible to off-campus
community.
 Moving into existing building is
cheaper than starting from scratch.
 Has an atrium already in place which
could serve as a food court for the new
student center
 Right next to Deering Meadow, which
could be used for most
student/community-centric events
 CTA, Intercampus, Athletic, and other
campus shuttles already stop there, so
it would be easy transportation in the
winter.
 Large size would fulfill student needs
 Opens up Norris for other uses.
 Weaknesses
 Currently not built to be a "true
student center.” This leads to a less
efficient use of funds when renovating
the building to become a student
center.
 Bringing the building up to
code/preparing to renovate could cost
millions by itself
 Not "exactly" between North and South
Campus relative to where students live,
but close
 Other NU constituencies will want to
fight for this space.
 Need to figure out when Kellogg will
actually have enough money to move
over by SPAC
Norris Center Renovation (Added space)
 Strengths
 Added space addresses space
needs for students and student
groups
 Reconfigure space to improve
space allocation
 Improve inner aesthetics to
attract more students
 Lake Michigan views
 Opportunity to incorporate vital
student services into student
center for more visibility
 Updated Building systems
 Weaknesses
 Services may need to be
relocated during renovation
 Norris is not in the center of
NU
 A large portion of cost would
be dedicated to aesthetic
improvements which are
necessary for a student
center, but not necessarily
other services.
New Student Center (New Building at Garrett
Parking Lot)
 Strengths  Weaknesses
 Centralized location on  Would have to move the
Sheridan respective to where parking lot to another
students live location or underground
 More accessible for the off-  Most expensive option
campus community
 Will give NU an opportunity
to design a student center
from scratch
 Could allow other resources
to move into the Jacobs
Center and Norris
 This option provides the
greatest benefit to students
 Student Center Concepts

1. The Northwestern Community Center

2. Student Life Center
3. The “NU” Downtown
4. The Welcome Center
5. The Conference & Event Center
6. Renovate Norris Center without expansion

Source: University Center Needs Assessment Conducted by Brailsford & Dunlavey in 2005
 1: The Northwestern Community Center
 Norris becomes the true campus
Norris Jacobs Norris New
community center creating cross- (no (added Student
college interaction by providing space) space) Center
something for everyone under
one roof. Lounges
with Lake
 Expanded lounges with view
lake/lagoon views
Enhanced
 Re-configured & enhanced food Food Venues
venues
 House all vital student services Career
Services in
under one roof such as: space
 Academic Advising
Cross-
 Study Abroad college
offices
 Fellowships
 International Center Smart
Meeting
 Smart Meeting Rooms Rooms

Source: University Center Needs Assessment Note: Green boxes indicate the option can fulfill the specific need.
Conducted by Brailsford & Dunlavey in 2005
 2: Student Life Center
 Redefine the Norris Center as the true
student center life at Northwestern. Norris Jacobs Norris New
(no (added Student
 Provide key services and programs that
space) space) Center
promote student life.
 In concept, improvements would Additional
include: Student Org
Space
 More Student Organization office &
resource space.
Career
 Career Services offices brought into Services in
Norris. space
 Open lounges & group study.
 More and "smarter" meetings rooms. Open Lounges
and group
 Additional Space study
 Coffeehouse/dance club/performance
venue
Additional
 Student Media re-located to space
underground.
 Two blackbox theaters plus Acapella
rehearsal space. Hall of Fame
 NU Student Life Hall of Fame

Source: University Center Needs Assessment Note: Green boxes indicate the option can fulfill the specific need.
Conducted by Brailsford & Dunlavey in 2005
 3: The NU Downtown
 Make Norris the true destination for the Norris Jacobs Norris New
night out for all NU community members. (no (added Student
 Focus on providing facilities, services, space) space) Center
programs and retail space that would attract
evening and late night hours traffic.
Improved
 In this concept, the Norris Center program dining
would include: services
 Cafe/pub (w/ alcohol) & outdoor seating patio
with lake view Improved
 Scott Grill re-creation Retail
 Improved Retail
 Street-front bookstore for window-
shopping/browsing Blackbox
theaters
 Additional retail with perhaps a grocery store
 An area to have a weekly farmer's market
 Two blackbox theatres adjacent to more food Coffee-
options house
 Coffeehouse/dance club/performance venue
 McCormick used for regular movie schedule.
 East Lawn used as an ice rink during the winter. McCorm-ick
Movie
Theater

Ice Rink

Source: University Center Needs Assessment

Note: Green boxes indicate the option can fulfill the specific need.
Conducted by Brailsford & Dunlavey in 2005
 4: The Welcome Center
 Make Norris a welcome center for the campus and Norris Jacobs Norris New
visitors. (no (added Student
 In this concept, Norris would include elements that space) space) Center
would make it the "can't miss" stop for visitors to
campus.
 This concept might include: Expanded
 Expanded lounges with lake/lagoon views Lounges
 Enhanced food venues
 Food court re-configured to "Scott Hall Grill" concept
 Create floor level space for cafe/pub with outdoor Improved
seating patio to further celebrate the lake view Food Venues
 Coffeehouse with performance space, games, & TVs
 Integrate Campus Services into Student Center
 Career Services Office relocate to Norris
 Alumni Relations/Association office relocate to Norris
Campus
Services in
 Further enhance Arts Campus with:
 Blackbox theatres
space
 Coffeehouse/performance venue
 Address space needs Enhance
 Large Ballroom Arts Campus
 Additional meeting rooms
 Transform welcome desk into a "Welcome/Concierge
Center" for campus guest services
Address
- Opens lobby for Lakeview
space needs

Welcome
desk

Source: University Center Needs Assessment

Conducted by Brailsford & Dunlavey in 2005 Note: Green boxes indicate the option can fulfill the specific need.
 5: The Conference and Event Center
 This is a two building concept. Norris Jacobs Norris New
 First, the Norris Center be retrofitted into a true (no (added Student
Conference and Events Center. space) space) Center
 Second, NU constructs a true "student activity
center" in a more central location, either by building
a new facility or by backfilling a suitable existing
facility.
New: NA NA
Addition-al
The new Student Activity Center would house: Space needs
 Additional Space Needs
 More Student Organization office & resources
 Open lounges & group study rooms
Two Blackbox theatres New: NA NA

 Small conference rooms and 1-2 small multipurpose Enhanced
 Enhanced Food Service Food Service
 A coffeehouse/dance club/performance venue
 Lisa type retail food service
 Cafe/pub (w/alcohol) & outdoor seating patio for
conference attendees and arts campus audiences
The existing Norris Center would then include:
Norris: NA NA
Addition-al
 Additional Space Needs Space Needs
 Larger ballroom/multipurpose space
 More & "smarter" meeting rooms
 Expanded business center (FedEx/Kinko's)
 Additional space for enhanced catering. Norris: NA NA
 Cafe/pub (w/alcohol) & outdoor seating patio for Care/Pub
conference attendees and arts campus audiences

Source: University Center Needs Assessment Note: Green boxes indicate the option can fulfill the specific need.
Conducted by Brailsford & Dunlavey in 2005
 6: Renovate Norris without Expansion

If funding was not available for expanding the building's

footprint, then any of the five concepts above could be
modified to fit within the existing 160,000 sq ft building.
Typically, large student union renovation only projects
are problematic because of the need to relocate many
critical building services and personnel during
construction as well as the fact that to bring older
facilities up to code would require significant funds
before any programmatic and "visible" improvements
were addressed.
In a few student union projects B&D has worked on, the
cost to upgrade the building's systems and infrastructure
only was approaching $10 million.

Source: University Center Needs Assessment Conducted by Brailsford & Dunlavey in 2005
 6: Renovate Norris without Expansion

If a renovation only concept was developed, it should

include:
 A small box theater on the lower level of the building.
 Renovating the ground floor to incorporate more late
night/event space for evening activity.
 Move the games center and outdoor recreation from the lower
level to help improve its visibility.
 Renovating and expand the student organization offices.
 Providing a plaza in front of the west entrance.

Source: University Center Needs Assessment Conducted by Brailsford & Dunlavey in 2005
 6: Renovate Norris without Expansion

 This approach would leave many important opportunities and

existing shortcomings unaddressed.
 Demand for independent student theatrical and musical production and
rehearsal space.
 Even if a small box theater and rehearsal space could be created on the lower
level, the volume of activity - especially when the inevitable loss of Shanley
Pavilion occurs - will quickly overwhelm a single space.
 No significant increase in retail food capacity will trigger a slow, but
costly decline in traffic as students, faculty and staff stop making the
effort to come to Norris as the overcrowded conditions and challenging
serving conditions outweigh menu preference.
 Losing benefits and efficiencies that could be created by the relocation of
the Career Center and Alumni Relations/Association offices to the Norris
Center are relatively clear.
 While synergy that might be achieved as a result of such a co-location is
difficult to forecast, it could produce nothing but positive results for the
development of campus community and spirit.

Source: University Center Needs Assessment Conducted by Brailsford & Dunlavey in 2005
Cost Benefit Analysis

 From the strength and weakness

analysis above we believe:
 Renovating Norris without
additional space has benefits less
than the cost to renovate the
facility.
 Renovating the Jacobs Center
would have large benefits given its
flexibility to meet the various
student demands.
 Renovating Norris and adding
space has large benefits but still
limited by its location.
 Building a New Student Center
has the greatest benefits to the
student body because it can be
customized to fit all of the student
needs.
Cost Benefit Analysis
 Looking forward

INCORPORATING EXISTING VISIONS AND ASSESSMENTS

FOR AN OPTIMAL NSC SOLUTION
Advisory Committee on University Space
Planning Report (2004)

Our NSC plan follows this

report’s strategy of maximizing
space allocation on campus.
 University Space Planning Report (2004)
NU Plan
Community
 Our campuses are living and
learning communities with
various centers of activity.
 Campus planning should
enhance these centers while
creating spaces that
encourage interaction among
students and faculty in their
many intellectual endeavors.
 Create welcoming spaces for
people to congregate and
interact.
ASG Plan
Community
 A NSC would become the
center of campus activity.
 A NSC will increase
interaction amongst students
and faculty because it will
become a true center for the
community.
 A NSC will be welcoming to all
students.
 University Space Planning Report (2004)
NU Plan
Location
 Create pedestrian corridors that make the
lakefront easily accessible.
 Northwestern's Evanston campus should
become pedestrian-oriented by reducing
the density of parking in the central
campus
Space Allocation Prioritization
 When conflicts arise, as they inevitably
will, there must be a process for resolving
competing interests and addressing
opportunities or constraints that may
arise.
 Part of this involves crafting principles
that enjoy wide acceptance from the
community.
ASG Plan
Location
 A NSC can be built along a corridor to
increase traffic to the lakefront.
 The proposed NSC location is in the
Garrett parking lot. Parking would move
underground or off-campus as proposed
by this plan.
Space Allocation Prioritization
 Our plan is congruent with many
principles as developed by various plans.
Therefore, we believe this space to have
priority over many other interests for our
proposed locations.
Campus Framework Plan (2008-2009)

The plan proposes many impressive

changes to the current campus which this
New Student Center can seamlessly
become a part of.
 Campus Framework Plan (2008-2009)
NU Plan
Location Improvements:
 Calls for bridging “the divide
between north and south campus
precincts by providing social and
collaborative spaces at the center of
campus”
 Create new campus gateways and
strengthen Northwestern’s identity
along Sheridan Road.
 Relocating Lunt Hall to a site
further south along the historic
crescent would permit development
opportunities for the area north of
the Jacobs Center.
ASG Plan
Location Improvements
 A NSC on Sheridan Road would
provide social and collaborative
space which would create an
attraction point in the middle of
campus.
 A NSC on Sheridan Road would
create a strong student-centric
impression with visitors and
prospective students.
 This space adjustment could be a
future site of the NSC which is
more deserving of the central
location.
 Campus Framework Plan (2008-2009)
NU Plan
District Development
 Given its relationship to Sheridan Road,
the pond and Lake Michigan, the central
district has the potential to be, with
prudent planning, a more powerful nexus
of campus life than it is today.
 The significance of the central district,
therefore, is its geographic centrality, its
established iconic features, and its
capacity to be developed as
Northwestern’s great “civic square.”
Parking
 The framework plan proposes a new
underground parking garage located north
of the Jacobs Center.
ASG Plan
District Development
 A NSC would be the large attraction point
needed to create a strong nexus in the
middle of campus.
 A NSC should be integrated into the
central district to provide a social and
collaborative space for students in this
area.
Parking
 This allows development of the central
district and the potential for that space to
contain a NSC.
 The Southeast Campus Master Plan

The plan envisions a “Main Street” in the

southeast of campus. Our recommendations
follow this vision to welcome the outside
community onto campus.

Source: 2004 Southeast Campus Master Plan

 Our Recommendations

THE NEED TO CREATE A TRUE NEXUS IN THE CENTER

OF CAMPUS IS TOO LOUD TO IGNORE. WE RECOMMEND
THE CREATION OF A NSC IN A CENTRAL LOCATION THAT
IS DESIGNED FOR EVERY STUDENT’S NEEDS.
We Have Two Different Solutions
The All-in-One Solution
 The All-in-One Solution

Our first preference is a central facility on campus

that facilitates food services, student organization
space, general entertainment space and student
services.
A one stop shop will revolutionize how students
interact with each other and the university.
The NSC should be placed in a central location to
create a nexus in the center of campus.
This building would house all student-based features
in Norris and more.
Norris would be left for use by the University.
Summary of All-in-One Student Center Features
The Two Building Solution
 The Two Building Solution

However, we understand there may be funding

constraints and our second preference would be a
two building solution.
The Two Building Solution would address all of the
shortcomings from Norris, be an efficient use of
space for the University and create a nexus for
students in the center of campus.
 Individual Building Concepts

Building #1: Construct a New Student Center or move

into Jacobs to create the fun space that all students want
to go to.
 If Building #1 is a new building, it would not be as large as the All-in-
One facility.
Building #2: Retain Norris to centralize all important
student services to create a space that students need to go
to.
 Instead of decentralized student services that students cannot find
on campus, students will learn to think these services are “probably
in Norris.”
We break down the features in each space on the
following slides.
 Food Space Allocation

Norris University Center Student Center

Scaled down food court Larger food court in student

center to accommodate
to accommodate increased demand
decreased demand Grocery Store
Retain kitchen Café/Coffeehouse with
resources for dedicated performance
Scott Grill Recreation (open
Ballrooms late) with integrated bar
 Student Groups Space Allocation

Norris University Center Student Center

All Student Group Base for student

space in Norris is organizations (Office
Space, Meeting rooms)
converted to either
Media Center (Daily
meeting space or for
NU/NBN/WNUR)
student service space. Student
 See Student Services Resource/Business
Space Allocation Center
NU Hall of Fame (art
gallery)
 General Entertainment Space Allocation
Norris University Center
Larger Ballroom(s)
McCormick
Auditorium
Blackbox Theater
 Keep near Pick-Staiger for
regional consistency
Ice Rink (east lawn)
Student Center
 Bowling Alley
 Game room/lounge
 Ballroom (500 ppl)
 Movie theater (run by
students—not dedicated)
 Open space study
commons/lounge (like
Williams?)—group projects
 A few dedicated group
rooms (quiet)
 Space Allocation by Building – Student Services

Norris University Center Student Center

 Book Store (Merchandise, Welcome

Center, Apple Store) Post Office/Retail Copy
 Bank
 Career Services Center
 Student Affairs Administration
 Undergraduate Housing (and an off
ATM
campus option?)
 Wildcard Office CSI Offices
 Alumni Services
 Study Abroad MSA(?)
 Office of Fellowships and
Undergraduate Research cultural/religious
Academic Advising?

 Norris Mini Courses
groups
Graduate center?
 Conclusion

THE TIME HAS COME TO FULFILL THE NSC NEED AND

CREATE A TRUE NEXUS IN THE CENTER OF CAMPUS.
 The Time Has Come To Address This Need.

Fulfilling the Student Center need is a high priority.

Simply renovating Norris without adding space is
not enough and would be an inefficient use of limited
University funds.
The other three options would significantly improve
the Northwestern experience.
The University should commit to addressing this
need in their next capital campaign.