Arizona State University


Student Union Strategic Analysis

Arizona State University had a project in the early stages of design for an expansion of its Memorial Union and wanted to be sure the program of improvements would address the university’s needs, and whether the program could be altered to better fit them. B&D was asked to review existing conditions, demographics, enrollment projections, the competitive environment, and the campus surrounding the Memorial Union. We conducted interviews with campus administrators, directors, and managers of the bookstore and student union and discovered that the design resolved the project’s issues but failed to address all of the university’s needs. Our recommendation suggested that student fee funding could provide the means to expand the scope of the project and fulfill its original plan.