Columbia University

Manhattan,

Student Center Market Analysis And Programming

In 1995 Columbia University was planning a new student center for its Morningside Heights campus. The project was designed by Bernard Tschumi, the renowned architect and dean of Columbia’s School of Architecture. It would contain a 1,200-seat auditorium, meeting and conference space, the university bookstore, multiple food service operations, student offices, radio and TV stations, lounges, gaming and activity spaces, retail, and its center for community service. B&D was retained to conduct a market analysis for the project’s revenue generating components and provide an independent, third-party evaluation of the facility. We gave the university our critical evaluation of the new facility’s program, its design organization and functional relationships, and projected financial performance. We conducted on- and off-campus demand studies for the project’s performance, retail, and food service spaces. Several recommendations were made to maximize achievement of the project’s mission-related objectives while optimizing its revenue-generating potential. In the end, the 250,000 SF, $85 million Alfred J. Lerner Hall opened to the Columbia community in 1999.