Advanced Placement

Author: Kathy Chin Leong
May 2007

Features

Not every organization can spend tens of thousand on retreats, and not everyone needs to. Astute meeting planners are unearthing bargain meeting grounds often overlooked by the public. The secret hideouts?  University campuses.

Compared to hotels and convention centers, university prices for food, lodging, and meeting spaces are 10- to 50-percent cheaper, and discounts go deeper for audiovisual accoutrements. Often, these institutions do not charge a sales or hotel tax, saving clients even more. 

“People can come to these venues and look at them in a different light,” says Becky Broghammer, assistant director of conferences and events at University of Northern Colorado, Greeley.

With picture-perfect gardens, acres of convention real estate indoors and out, all the grub you can eat, plus gyms and pools, the campus environment can be likened to a budget-beater’s resort.

“When I have my sales training meetings at a college, people are more eager and ready to learn, compared to being at a Motel 6,” says Ann Johnson, human resources manager for Spring Communications, a retailer for Cingular and Apple Computer products in Utah and Colorado. For the last two years, Spring Communications has held one- and two-day training seminars at the University of Utah, Salt Lake City. “They come more prepared. It is a completely different attitude. Having our training at a university added credibility to what we were doing.”

TRENDS
Companies and associations have been holding court at schools for decades. And, for universities, this side business is a no-brainer since schools already have the space, A/V equipment and cafeteria services ready for use.

However, many institutions rent facilities only to nonprofit, religious or other organizations that have an educational focus. Over at Stanford University, Palo Alto, Calif., bookings are limited to groups that have a campus sponsor. This sponsor is not an individual but defined as a university department or an official student organization. Once you get in, you work with Stanford’s course and event scheduling department to select from one among its many bucolic locations.

Other institutions have fewer restrictions, however. At University of California, Davis, University of San Diego and even Colorado Christian University (CCU), in Lakewood, anyone can apply to host a conference or use meeting facilities. CCU does specify, however, that the group’s mission cannot conflict with the university’s statement of faith.

In recent years, schools have erected conference centers with group business in mind. At the University of San Diego, where Spanish Renaissance-style red-tile roofs and architecture blend old and new buildings, the Douglas F. Manchester Executive Conference Center is designed to host corporations and any group that requires a meeting site. Its newly refurbished auditorium can seat 165.

And the University of California, Los Angeles runs the UCLA Conference Center at Lake Arrowhead, situated up in the San Bernardino Mountains. In this 40-acre wooded lakefront setting, corporate groups of up to 200 people can conduct business, enjoy three meals a day and spend the night in comfortable rooms. 

In recent years, academic institutions have fine-tuned their conference and meetings departments. Clients feel as though they are dealing with the expertise level of a hotel or convention meetings manager. So many people are in this unique profession that there is even an organization called the Association of Collegiate Conference and Event Directors International.

“The trend for our industry is being a one-stop shop,” says Perry Hacker, ACCED member and executive director at the University of Utah Guest House & Conference Center, Salt Lake City. “More colleges allow customers to dial one phone number instead of making a lot of calls all over campus. We are trying to compete with the hotels and want the meeting-planner business like anyone else.”

Another trend is to raise the bar on customer service. Hotels often assuage customer frustrations with a complimentary night stay, but universities operate on the lean and cannot afford to do so. Hence, service is vital. “We make sure to be preventative in the first place so we don’t get complaints,” says Jennifer Brookes, director of conference services at St. John’s College, Santa Fe, N.M. “I make sure I don’t make the same mistake twice. We try to go above and beyond whenever we can.”

Kathi Spittel, director of summer camps and conferences at University of San Diego adds, “We constantly evaluate to see what works. We do not want to do anything that will distract from what the conferees need to do. We do the behind-the-scenes work so people can have a fun time.” 

SUMMER SCHOOL IN SESSION
Most schools are abuzz with meeting business during the summer. It is then that the campus morphs into another world all unto its own. For a week, the University of Puget Sound, Wash., becomes the Mormon Youth Camp, then converts to the Youth Methodist Camp. The campus later transforms into the temporary home of the Machine Embroiderers of Oregon and Washington, notes Heather Clifford, manager of conference services.

Meeting planners must figure out what environment is most suitable for their clientele. Need a nice shopping area so attendees have a place to escape between meetings? The University of Arizona, Tucson, is based in the middle of the city and surrounded by restaurants and hotels, notes Lynn Smith, conference services manager. University of California, Los Angeles (UCLA) is rife with on-campus activities, but is situated on the edge of Westwood, a perennially trendy area brimming with eateries, boutiques and nightlife.

Need an intimate atmosphere? Tiny St. John’s College, with only 450 students, is tucked into the foothills of Santa Fe but is just two miles from downtown, where people can get their cultural fill of art galleries, museums and opera in the summer, notes Jennifer Brookes, director of conference services. With hiking trails on the edge of its parking lot, St. John’s offers natural ambience and a historic aesthetic. Famous cliff dwellings and pueblos are nearby.

How about a place to hunker down and simply work? At University of California, San Diego (UCSD), in a residential area of La Jolla, distractions are few outside its vast acreage. UCSD, with a 25,000-student population, operates six different colleges with plenty of venues including ballrooms, theaters, the student union, technology centers and outdoor greens. In 2008, the university will be opening another ballroom with 6,500 sq. ft. and more meeting rooms.

WHAT TO EXPECT IN LODGING
You’ll get more bang for your buck on a college campus than anywhere else. If you need overnight sleeps, summer is the only time to book a residence hall. University of Utah provides dorm rooms at $23 per night. But here’s the real deal: it runs a year-round guest house with suites and single hotel rooms. Dubbed the Guest House & Conference Center, the site resembles a Hampton Inn. Here, a $72-room at the 135-room, 3-floor hotel gives you gym access, wireless Internet, shampoo/soap toiletries, in-room refrigerators and coffee makers and a full continental breakfast in the morning, plus waffles.

“We are a nonprofit and our goal is not to make a lot of money, it is to give guests a great experience,” says Hacker. “Our role is to make sure we meet budget. People tell us things like, ‘I’ve stayed at four-star hotels that do not offer what you offer.’”

While each campus touts economy, no two accommodation packages are identical. At California State University, Northridge, all housing is apartment style, says Claire Davis, associate director for administrative services. A two-bedroom apartment—two beds in each, with its own bathroom and kitchen and living room—serves up a homey atmosphere. Guests pay from $26 to $42 per bed per night.

Near San Francisco, the University of California, Berkeley provides a mix of lodging and a whopping 6,500 beds. You can select a basic $37 per-bed dorm room (double occupancy) or purchase the whole room for $57 for single occupancy on any given night in the summer, notes Ray Whitaker, assistant director of conference services.  Two-bedroom suites are also available for $68 a night for single occupancy in one bedroom.

The quality of accommodations is one reason why clients return to Colorado Christian University, says Marilyn Spittler, conference sales and services manager. New apartments on campus are less than five years old. These air-conditioned, 3-bedroom, 2-bath units sleep six and only cost $99 per night.

Do find out if you need to book a minimum number of nights and whether you need to purchase a meal plan. At University of Puget Sound, meals are part of the lodging package. For $60 per person per day, that fee includes three meals, lodging, A/V equipment, Internet use, setup and clean up, and as many classrooms as you want. A group consists of at least 25 people for a two-night minimum stay. You can rent a suite, which consists of five-single bedroom rooms connecting to a living room, bathroom and kitchenette.

WHAT TO EXPECT IN FOOD
Aside from lodging concerns, everybody wants to know: “How’s the food?” Many campuses pride themselves on food quality, boasting that their fare competes with the best hotels. While no one wants to gain the “Freshman Ten,” on-site food-service cooks know how to please the palates of college presidents, a point stressed by university conference directors. Additionally, they are used to meeting dietary restrictions and allergy concerns.

Tracey Page, the program director at the National Youth Leadership Forum, Los Angeles, hosts high school conferences for students interested in medical careers. Several sessions take place at colleges around the country. So far, notes Page, the top campus pick is UCLA.

“The food is excellent,” she says, “No one ever complains, and our staff loves it. We get various options, and they have a great salad bar, pizza and pasta. We are here for a total of 30 days and it is nice to have a variety.”

But food varies from place to place, or rather, from plate to plate. When in doubt, go in for a tasting and also ask whether outside food can be brought in. University of California, Davis gives clients a choice from more than 50 approved local caterers.

Johnson of Spring Communications was thrilled when University of Utah allowed her company to bring in its own meals for sales training seminars. “It was great to have that flexibility,” she says. “I would bring in the breakfast for everyone each morning and it worked out.”

BUT CAN YOU WOW THEM?
And would you send a high-profile group of dignitaries to convene on world issues at a college campus versus a conference center? Absolutely yes, nods Kay Yates, dean’s assistant at the College of Oceanic and Atmospheric Sciences at Oregon State University (OSU).

In February, she organized the biggest meeting of her career. It was a three-day meeting for the National Science Board, comprised of twenty-four presidential-appointed CEOs, scientists, university presidents, academic deans and directors. She worked closely with OSU meeting coordinator Donna Williams to ensure that nothing would go wrong, that microphones would work for speakers addressing media, that recording devices would operate seamlessly for accurate record-keeping during sessions and that there would be enough student volunteers to direct luminaries so no one would get lost. 

“It was very successful,” reports a relieved Yates. “It was amazingly complicated.” The group utilized several venues on campus and off. Yates housed them at the nearby Hilton Garden Inn and moved people on shuttles to and from campus. She also had to deliver them to another part of town to Peavy Arboretum for an off-site retreat at its lodge in the woods. “I think we showcased the campus really well. Donna’s help was invaluable to me.”

When you want to impress the higher ups, be sure to find the exclusive sites on campus that will make an impression. Due to the importance of her meeting with the National Science Board, Yates was able to secure the loge boxes VIP area overlooking the spectacular football field at Oregon State.

Every college has its own incredible landing spot that causes jaws to drop. At the University of Alaska Fairbanks, the newly expanded Museum of the North is already being booked for private cocktail parties, banquets and special events after operating hours. Embodying lines that reflect Alaska’s glaciers and mountains, the museum is a $42-million, 84,000-square-foot architectural feat that took 10 years to fund and four years to construct.

According to Kerynn Fisher, communications coordinator for the museum, the signature pearlescent white, steel and aluminum icon is considered the state’s “Sydney Opera House.” “It (the exterior) reflects the color of the sunset,” says Fisher. “And when you walk into the lobby, it is like being in the bottom of a glacial crevasse.” 

The museum is not used for meetings, but companies running sessions at the university or local hotels will take advantage of this university centerpiece for an opening- or closing-night party.

For California State University, Northridge, meeting rooms at the new student union are quickly booking up, says Claire Davis, associate director for administrative services. Because of the 1994 earthquake, the entire school has been remodeled. “We have a beautiful campus,” says Davis. “We have great outdoor spaces and classrooms that are great for small groups.” And since the National Center for Deafness is on site, the school also has facilities to support deaf and hard-of-hearing groups.

In northern California, Sonoma State’s dining commons overlooks small lakes. The view from the floor-to-ceiling glass windows is so stunning that the site is popular for weddings, says Jessica Way, director of conference events and catering.

And not far from Sacramento is UC Davis, which operates two rustic lodges near the largest freeform pool west of the Mississippi. The Putah Creek Lodge seats up to 100 for dining. “A walk to Putah Creek would really impress someone,” says Kelly Harris, marketing analyst for campus events. “You walk right through a public garden with 4,000 trees and plants.”

UNIQUE SERVICES
As you begin your hunt, prepare a laundry list of questions. Be sure to ask when meeting, lodging and food facilities were last remodeled or constructed. And if you need extra sets of hands, find out if the university will provide pre-conference assistance. Clients of Oregon State can request registration services such as a Web site and also fee collection.

“We can do it all for you,” says Williams of OSU. With her six full-time staff members, Williams is confident they can compete with top hotels and conference centers.  “What brings our clients back year after year is that we can deliver. Our goal is to be able to support our conferees and build our relationships.” 

UC Davis does the same thing. “We can do it all— your registration by credit card, get you name tags and everything,” notes Harris.

And here’s another benefit for going the college route: university faculty may be available to offer subject expertise, which can be a real draw for attendees. When a junior high marching band came to the University of Northern Colorado, Greeley, the university’s marching band director helped to lead the band clinics. At the Utah Entrepreneur Center, a new department at University of Utah designed to encourage innovation, profs receive many requests to address groups.

Need to set up a spouse program? While many colleges leave that function to meeting planners to organize, some universities are stepping up, expanding their repertoire to include field trips. UC Davis (UCD) will arrange spouse trips to the Napa Valley or excursions to ski in Lake Tahoe. “We do all the work for them and make it happen,” says Harris. On its list of services is the option to offer guests custom UCD goodie bags: packaged gift baskets of UCD Aggie wine, Aggie vinegar and fresh-pressed olive oil made from olive trees on campus.

CLIENTS MUST ADJUST
If you are convening at a college, you will need to change your mindset. Instead of dealing with uniformed hotel staff, you will be interfacing with students who will be serving your food, and setting up appointments and meeting rooms. “When we are busy,” says Williams of Oregon State, “we hire students and they deal with the meeting planners. Sometimes that scares people, but college students are a great resource and they need full-time employment in the summer.”

Being on a campus in the summer offers that laidback atmosphere while people can get down to serious business. “We are not about suits and ties around here,” says Williams. “We’ve all gone to those stuffy meetings before. If that’s what you are looking for, we are not the place for you. It’s a different feel here. You can be running around here with capris and sandals.”

And when narrowing your choices, ask the university about its alcohol policy.  Religious colleges such as Colorado Christian University, Lakewood, are dry campuses meaning “No Alcohol,” and that standard is upheld for all groups coming on the grounds. That doesn’t stop many organizations from booking its various venues, particularly its CCU Event Center with 12,000 sq. ft.

For the non-dry venues, restrictions on campus still exist. Have your university coordinator explain exactly what places are off limits to alcohol.

Schools also open their facilities to a number of groups in the summer. And those groups often involve children. Does this affect the dynamics of the meeting?  Will this circumstance cause attendees to feel the setting is less than professional?

“I’m a parent and the kids didn’t bother me,” says Johnson of Spring Communications. When she and her sales staff ate meals in the University of Utah cafeteria, the hordes of elementary school children were more of a delight than a distraction. “It didn’t take away from the professionalism of the conference. I’d absolutely book with them again.”

Enormous campuses can be daunting. Exactly how do you muddle your way through a 419-acre UCLA? Ask college event directors if they can offer signage or hire students to assist in directing foot traffic. In addition, find out whether the college can supply parking permits or if it can partition a parking lot for your guests. 

WHY THEY RETURN
There’s something thrilling about setting foot on university soil. You can feel the hope and vigor of young collegians and relive your own memories. On a practical level, you can save thousands of dollars, have access to distinct properties and bring about a group experience no other venue can offer.

Wayne Cote, event director at the Santa Fe Institute, New Mexico invites 55 leading scientists each year for a conference at St. John’s College. He describes the excitement well: “When we arrive, there is such an intellectual energy and high-level atmosphere. There are scholars here, not just college students. When we put this on our program, people know this is an important place to come.”

Kathy Chin Leong has written for local and national publications since 1990, including Working Woman Magazine, The Los Angeles Times, San Francisco Bay Area Parent Magazine and Silicon Valley Bay Area Parent. The former West Coast bureau chief for Computerworld and a senior editor at PC Computing, Leong currently covers travel, parenting, technology, personality profiles and business.


COLLEGE AND UNIVERSITY VENUES
Alaska
University of Alaska Fairbanks
Fairbanks
www.Uaf.edu

Arizona
University of Arizona
Tucson
www.Arizona.edu

Northern Arizona University
Flagstaff
www.Nau.edu

Yavapai College
Prescott
www2.yc.edu

California–south
California State University Northridge
Northridge
www.Csun.edu

University of California, Los Angeles
West Los Angeles
www.Ucla.edu

Conferences.ucla.edu, events.ucla.edu
University of California, San Diego
La Jolla
www.Ucsd.edu

University of San Diego
San Diego
www.Sandiego.edu

California-central
California Polytechnic State University
San Luis Obispo
www.Calpoly.org

University of California, Santa Barbara
Goleta
www.Ucsb.edu

California-north
De Anza College
Cupertino
www.Deanza.edu

Santa Clara University
Santa Clara
www.Scu.edu
www. scu.edu/adobelodge

Sonoma State University
Rohnert Park
www.Sonoma.edu

Stanford University
Stanford
www.Stanford.edu

University of California, Berkeley
Berkeley
www.Berkeley.edu

University of California, Davis
Davis
www.Ucdavis.edu

Colorado
Colorado Christian University
Lakewood
www.Ccu.edu

Colorado State College
Fort Collins
www.colostate.edu 

University of Colorado, Boulder
Boulder
www.Colorado.edu

University of Colorado, Colorado Springs
Colorado Springs
www.Uccs.edu

University of Northern Colorado
Greeley
www.Univnorthco.edu

University of Denver
Denver
www.Du.edu

Hawaii
University of Hawaii at Manoa
Honolulu
Manoa.hawaii.edu

New Mexico
New Mexico State University
Las Cruces
www.Nmsu.edu

St. John’s College
Santa Fe
Sjcsf.edu

Nevada
University of Nevada, Las Vegas
Las Vegas
www.Conferences.Unlv.edu

Oregon
Oregon State University
Corvallis
www.Oregonstate.edu

Reed College
Portland
www.Reed.edu

University of Oregon
Eugene
Uoregon.edu

Utah
University of Utah
Salt Lake City
www.Utah.edu

Utah Valley State College
Orem
www.Uvsc.edu

Westminster College
Salt Lake City
www.Westminstercollege.edu

Washington
Seattle University
Seattle
www.Seattleu.edu

University of Puget Sound
Tacoma
www.Ups.edu

University of Washington
Seattle
www.Washington.edu

Wyoming
University of Wyoming
Laramie
www.Uwyo.edu