University of Wisconsin-Madison
Student Union Facilities Market Analysis and Programming
In August 2005, Brailsford & Dunlavey was retained by the University of Wisconsin-Madison, in conjunction with Ayer Saint Gross Architects, to conduct a feasibility assessment for the Wisconsin Union Facilities Improvement Plan (WUFIP). At the time, the University was exploring the feasibility of a proposed plan to renovate Memorial Union and to replace Union South with a new facility.
Memorial
Union--encompassing retail, dining, a theater,
and other activity spaces--was well known
within the community as a historic facility
which attracted visitors from around the world.
Union South, completed in the 1960's and
located on the outskirts of campus, was in
proximity to the site chosen for a large
development that was expected to revive the
southern part of campus. A referendum held in
the spring of 2005 which proposed the
renovation of both facilities was not supported
by students. As a result, B&D not only
assessed student demand, but also used this
information to determine conceptual programs
for each facility.
B&D completed a market analysis which included focus group interviews, working sessions with staff and students, an electronic student survey, a demand-based programming model, and meeting/event space usage analysis. The conceptual programs that were developed included suggested reconfiguration of existing areas and recommended allocations of new areas.
Through this analysis,
B&D determined that the history and
tradition of Memorial Union should be
preserved, though its facilities should be
upgraded and reconfigured to better meet
various student demands. In addition,
renovation of the existing Union South would
not sufficiently meet the campus needs. Future
projects in the vicinity of Union South were
expected to produce an increase in demand for
food and retail services, informal socializing,
and organized student activity spaces on the
south side of campus.
B&D recommended that the University implement a phasing plan to fulfill the needs for both union facilities which would include the preservation and upgrade of Memorial Union and the demolition and replacement of Union South. The conceptual program included a 13,000 square foot addition to Memorial Union and a 214,500 square foot facility to replace Union South.
In October 2006, with nearly two-thirds support, the University’s students voted in favor of funding the $139.7 million project. Opening in the spring of 2011, the new South Campus Union facility will be designed to be LEED certified and will serve as a multi-modal transportation hub.
Watch a video of the project here.