Ferris State University

Big Rapids,

Student Center Visioning And Market Analysis

In 2011 Ferris State University needed a university center visioning session and market analysis. The goal was to gauge interest for, and the feasibility of, developing a new university center. When B&D was selected for this project, our work included a strategic analysis, focus groups, and an online survey distributed to students, faculty, staff, and community members. After we analyzed all data from the focus groups and surveys, we developed a series of recommendations advising ways the new center should target the school’s students, faculty, staff, and surrounding community with programs and services tailored to these groups. We also found that the present location of the Rankin Student Center was deemed to be appropriate for the new building and the planned demolition of the nearby Masselink Hall would provide adequate parking and access. Finally, B&D identified the various programmable spaces to be included in the new building, including a bookstore, theater, food court, and student organization offices. In the fall of 2011, the university’s senior administration endorsed B&D’s recommendations. After reviewing its financial capacity, the school proceeded with the redevelopment of the renamed University Center. The $33.9 million project was completed in 2014 and earned LEED Gold certification in 2015.