The New Student Center Proposal

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 offices 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outdated design, inadequate facilities and limited service mix.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
 Washington University at St. Louis
Quick Facts:

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 competitors have more meeting
rooms per average student group size.
 The line through the origin
indicates if competitor schools
have more or less meeting
Michigan rooms per average student
group size.
 From this graph, Duke, Princeton,
Wisconsin Illinois, Wisconsin and
Illinois Penn State Michigan have more Meeting
U Penn
Rooms per average student
group size.
Princeton
Northwestern  Northwestern is in the middle of its
Duke
Stanford
Columbia competitive set for this
Cornell indicator.
 In addition, given the lack of
availability of Norris space in the
short run, there is a shortage of
event space on campus for
student groups.

Source: University Center Needs Assessment

Conducted by Brailsford & Dunlavey in 2005
 Northwestern has a smaller ballroom than its
competitors.
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 Student
Center Need

Part of the cost could be paid through a

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
  A large portion of cost
 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
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 parking lot to another
where 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
community center creating Norris (no
space)
Jacobs Norris
(added
New Student
Center
cross-college interaction by space)
providing something for
everyone under one roof. Lounges with
 Expanded lounges with Lake view

lake/lagoon views
Enhanced
 Re-configured & enhanced food Food Venues
venues
 House all vital student services Career
under one roof such as: Services in
space
 Academic Advising
Cross-college
 Study Abroad 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 Norris (no
space)
Jacobs Norris
(added
New Student
Center
Northwestern. space)
 Provide key services and programs
that promote student life. Additional
Student Org
 In concept, improvements would Space
include:
Career
 More Student Organization office & Services in
resource space. space
 Career Services offices brought into
Norris. Open Lounges
and group
 Open lounges & group study. study
 More and "smarter" meetings rooms.
Additional
 Additional Space space
 Coffeehouse/dance
club/performance venue
 Student Media re-located to Hall of Fame
underground.
 Two blackbox theaters plus
Acapella rehearsal space.
 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 night Norris (no Jacobs Norris New Student
out for all NU community members. space) (added Center
space)
 Focus on providing facilities, services,
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
Retail
 Scott Grill re-creation
 Improved Retail
 Street-front bookstore for window- Blackbox
shopping/browsing theaters
 Additional retail with perhaps a grocery
store
 An area to have a weekly farmer's market Coffee-house
 Two blackbox theatres adjacent to more food
options
 Coffeehouse/dance club/performance venue McCorm-ick
 McCormick used for regular movie schedule. Movie
Theater
 East Lawn used as an ice rink during the
winter.
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 (no Jacobs Norris New Student
visitors. space) (added Center
 In this concept, Norris would include elements that space)
would make it the "can't miss" stop for visitors to
campus.
Expanded
 This concept might include:
Lounges
 Expanded lounges with lake/lagoon views
 Enhanced food venues
 Food court re-configured to "Scott Hall Grill" Improved
concept Food Venues
 Create floor level space for cafe/pub with
outdoor seating patio to further celebrate
the lake view
 Coffeehouse with performance space, games, & Campus
TVs Services in
 Integrate Campus Services into Student Center space
 Career Services Office relocate to Norris
 Alumni Relations/Association office relocate Enhance Arts
to Norris
Campus
 Further enhance Arts Campus with:
 Blackbox theatres
 Coffeehouse/performance venue
Address
 Address space needs space needs
 Large Ballroom
 Additional meeting rooms
 Transform welcome desk into a "Welcome/Concierge Welcome
Center" for campus guest services
desk
 - Opens lobby for Lakeview
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 (no Jacobs Norris New Student
 First, the Norris Center be retrofitted into a true space) (added Center
Conference and Events Center. space)
 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
The new Student Activity Center would house: Addition-al
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
Food Service
 Enhanced Food Service
 A coffeehouse/dance club/performance venue
 Lisa type retail food service
 Cafe/pub (w/alcohol) & outdoor seating patio for Norris: NA NA
conference attendees and arts campus audiences Addition-al
The existing Norris Center would then include:
 Space Needs
 Additional Space Needs
 Larger ballroom/multipurpose space
 More & "smarter" meeting rooms Norris: NA NA
 Expanded business center (FedEx/Kinko's) Care/Pub
 Additional space for enhanced catering.

 Cafe/pub (w/alcohol) & outdoor seating patio for

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.
 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
 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


 The NSC would create a large
center of activity.

 A NSC will increase interaction
amongst students and faculty
because it will become a true
center for the community.

 The NSC will be welcoming to
all students.
 University Space Planning Report (2004)

 NU Plan  ASG 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

Location
 The NSC can be built along a corridor to
increase traffic to the lakefront.
 The proposed NSC location is in the Garret
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,
Space Allocation Prioritization

we believe this space to have priority over
 When conflicts arise, as they inevitably will,
many other interests for our proposed
there must be a process for resolving
competing interests and addressing locations.
opportunities or constraints that may
arise.
 Part of this involves crafting principles that
enjoy wide acceptance from the
community.
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:
 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


 A NSC in the middle of NU 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 among passersby.
 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  ASG Plan


District Development District Development


 Given its relationship to Sheridan Road, the  A NSC would be the large attraction point
pond and Lake Michigan, the central needed to create a strong nexus in the
district has the potential to be, with middle of campus.
prudent planning, a more powerful nexus 
of campus life than it is today.
 A NSC should be integrated into the central
 The significance of the central district,
therefore, is its geographic centrality, its district to provide a social and
established iconic features, and its collaborative space for students in this
capacity to be developed as area.
Northwestern’s great “civic square.” 
Parking

 The Central District would be placed in this
 The framework plan proposes a new
area.
underground parking garage located 
north of the Jacobs Center.
 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

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

Norris University Center

 Student Center


All Student Group space Base for student

in Norris is converted organizations (Office
to either meeting Space, Meeting rooms)
space or for student Media Center (Daily
service space. NU/NBN/WNUR)
 See Student Services Student
Space Allocation Resource/Business
 Center
NU Hall of Fame (art
gallery)
 General Entertainment Space Allocation

Norris University Center

 Student Center


Larger Ballroom(s)  Bowling Alley

McCormick Auditorium
Blackbox Theater
 Keep near Pick-Staiger
for regional consistency
Ice Rink (east lawn)

 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 Center
 Career Services
 Student Affairs Administration ATM
 Undergraduate Housing (and an off CSI Offices
campus option?)
 Wildcard Office MSA(?)
 Alumni Services
 Study Abroad cultural/religious
 Office of Fellowships and
Undergraduate Research
groups
 Academic Advising? Graduate center?
 Norris Mini Courses


 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.