California State University, Chico
Recreation Feasibility Analysis and Referendum Support
During the summer of 2000, Brailsford & Dunlavey was selected by California State University, Chico to perform a study to determine the feasibility of a new student recreation center proposed by the Associated Students of CSU, Chico. B&D's tasks included market analysis, preliminary architectural programming, and financial analysis.
In the
course of the study, B&D analyzed campus
demographics and the local health and fitness
marketplace; assessed campus demand for
recreation facilities through a series of focus
groups and a detailed Web-based survey; and
developed a comprehensive financial model to
balance funding opportunities, building
operations, and facility development options.
Using these analyses, B&D developed a
proposal for a 170,000 square foot facility
that could be built and operated with a
reasonable student fee.
Subsequent to the development of a financially feasible project in the late fall of 2000 based on market demand information, B&D was retained to assist the student referendum committee in the planning and execution of a spring 2001 referendum campaign. Given the restrictions on fee-funded projects in the CSU system, a portion of the fee was required to be collected prior to the opening of the facility. Because of this requirement, as well as the unprecedented intervention in a university referendum by the International Health and Racquet Sports Association on behalf of local health and fitness club owners, the referendum was defeated.
B&D has continued to be involved in planning efforts for referendum center initiatives sponsored by subsequent student governments at CSU, Chico. Most recently, B&D was asked by the Associated Students to update the fall 2000 market analysis, including the student survey, and to develop a new facility proposal and fee strategy (based on not charging any fees until the building is opened). As a result of B&D's continued referendum efforts, the referendum passed in March 2005 with two-thirds support, as the students agreed to a $175-per-semester fee in exchange for using a new 125,000 square foot recreation center.