Ohio State University, The


Recreation Center Corporate Branding

B&D was retained by The Ohio State University in 1996 to develop a comprehensive corporate branding campaign for the new 570,000 SF recreation center complex—anticipated to be one of the largest such facilities in North America. We were tasked with pursuing new revenue for the Department of Recreational Sports through naming rights negotiations, corporate sponsorship solicitation, and traditional donor funding for endowed departmental positions. Our involvement comprised two phases: (1) the initial consulting relationship in which targets and strategies were researched, defined, and agreed upon, and (2) the implementation and sales phase in which potential university partners were courted and secured. The $117.6 million, 568,000 SF Recreation and Physical Activity Center opened in 2005. In 2007, the Center project received a Facility of Merit award from Athletic Business magazine, an Innovative Architecture & Design award from Recreation Management magazine, a NIRSA Outstanding Sports Facility award, and an Outstanding Design award from School Planning & Management magazine.