CENTERS and Marshall University Align to Elevate Campus Life
In February 2009, Marshall University opened the Rec at Marshall University, a $30 million recreation facility made possible through a public-private partnership (P3) financing model. The P3 agreement, which spans 30 years, allows for ownership to transfer to the university at the end of the term. While the P3 provided the funding and ownership structure, CENTERS’ operational approach has been essential to executing the Rec’s long-term success. For 15 years, CENTERS has managed the Rec, fostering strong campus relationships while ensuring the facility’s future value.
The P3 Model: A Strategic Funding Solution
Public-private partnerships provide flexible solutions for large-scale infrastructure projects. The Rec at Marshall exemplifies a P3 where bonds paid off by a student fee funded both the Rec and new First Year Residence Halls, preserving Marshall’s debt capacity. MSH-MARSHALL, L.L.C., a 501(c)3 foundation, owns the project under a 30-year ground lease, at which point it will revert to the university.
Brailsford & Dunlavey (B&D) conducted market and feasibility analysis for both projects to ensure long-term viability. By using the P3 model, Marshall executed these essential projects without overburdening its financial resources, allowing the university to maintain focus on its academic mission.
While the P3 addressed the initial funding challenge, CENTERS’ role as operations manager has been critical to the Rec’s success and alignment with Marshall’s long-term goals.
CENTERS’ Role: A Strong Management Partnership
CENTERS’ management of the Rec, independent of the P3 financing, has been integral to its success. Selected for its expertise in recreation management, CENTERS has formed a collaborative partnership with Marshall University, ensuring that the Rec’s operations align with the university’s mission to promote wellness, leadership, and student engagement.
Over the past 15 years, CENTERS has developed an efficient, self-sustaining operation that not only maintains the Rec as a hub for campus life but also ensures its long-term sustainability. CENTERS remains committed to maintaining high standards for the facility, ensuring it remains a valuable long-term asset for the university.
Integration Into Marshall’s Vision: Design for Delight and Innovation
CENTERS aligns with Marshall University’s mission by participating in the Design for Delight initiative introduced by President Brad D. Smith, former Executive Chairman of Intuit. This human-centered, design-thinking approach applies to all aspects of the student experience, reflecting Smith’s vision of preparing students for the future workforce while uplifting West Virginia through experience-based education. As a key part of student life, the Rec leadership has aligned with this vision, ensuring that operations and programs enhance the overall student experience.
The Rec team participated in AI training and Design for Delight seminars to improve the student workforce onboarding process. CENTERS replaced a lengthy, written manual with a dynamic nine-minute podcast, increasing engagement and compliance among part-time employees. Additionally, the Rec staff contributed to a Design for Delight work session focused on overcoming retention challenges, illustrating how deeply CENTERS is integrated with the university’s efforts to drive innovation and engagement.
Managing Stakeholders and Building Campus Partnerships
CENTERS excels at managing relationships with diverse stakeholders, ensuring the Rec serves students, faculty, staff, and local residents effectively while aligning with the university’s mission. The Rec balances these varying interests and needs, creating a vibrant environment that supports the broader goals of the institution.
Over the years, CENTERS has fostered strong partnerships across campus, allowing the Rec to collaborate with various university departments. For example, the Rec benefits from Marshall’s 24-hour maintenance and HVAC teams, which assist with emergency needs to ensure smooth operations. The Rec team also collaborates with other campus venues, such as the Student Union, to share best practices on event protocols, helping boost operational efficiency and revenue generation.
In addition, the Rec works closely with Residence Life, particularly during events like on-campus trick-or-treat and the annual “Rec the Halls with Holiday Hopes,” which bring together the campus community in a shared mission of giving. These collaborations demonstrate how The Rec is deeply integrated into the university’s ecosystem, with CENTERS’ leadership ensuring seamless cooperation and mission alignment across departments.
Recruitment Events: Green and White Days at The Rec
The Rec plays a pivotal role in student recruitment through events such as Green and White Days, held six times a year. These “before they commit” events offer non-traditional students and high school seniors the opportunity to experience Marshall firsthand. Prospective students attend athletic contests, such as football games, and explore various aspects of student life before making their final commitment to the university.
By hosting these events at the Rec, Marshall showcases its commitment to health, wellness, and student engagement, helping prospective students make informed decisions about their future.
Community Engagement: Promoting a Healthier, Connected Marshall
The Rec extends its mission of wellness beyond campus by actively engaging the broader Huntington community. Events like “Pumpkin Patch Pool Party” bring families together in creative ways, inviting participants to jump into a floating pumpkin patch and enjoy a pizza party. These family-friendly events also promote swim classes, encouraging local children to learn essential life skills.
In addition, The Rec’s Silver Sneakers program offers fitness classes to seniors during off-peak hours, promoting physical activity and providing a social outlet that supports mental health. Regular potlucks celebrate milestones for both seniors and staff, fostering a strong sense of community and belonging. These events showcase the Rec’s commitment to building a healthier, more connected community.
Enterprise Management Approach: Combining The Rec and Fitch Natatorium
CENTERS’ enterprise management approach at Marshall demonstrates the advantages of managing multiple campus facilities under one strategic umbrella. By overseeing both the Rec and the Frederick A. Fitch Natatorium, CENTERS optimizes operations across the facilities. Managing these two assets together has streamlined operations and improved resource allocation. Fitch Natatorium, home to Marshall’s men’s and women’s swim and dive teams, requires priority scheduling for athletic programs. CENTERS coordinates schedules to ensure the teams have access while also accommodating recreational users.
This enterprise management model streamlines staffing, programming, and maintenance across both facilities, reducing full-time staffing costs by $40,000 annually while significantly improving operational efficiency. As a result of CENTERS’ renewed focus on customer service and creative sales initiatives, Fitch saw a revenue increase of over 1,000% from FY22 to FY23. CENTERS also led the investment of $100,000 in capital improvements to maintain the facilities and ensure their long-term value.
CENTERS emphasizes staff development, with 36% of its team receiving promotions and 45% taking on increased responsibilities in the first year of enterprise management. The enterprise model also supports Marshall’s student leadership and career readiness mission by creating robust opportunities for student employment with the Rec serving as the largest student employer on campus. These roles provide practical experience that prepares students for future leadership positions.
A Model for Success Through Partnership
The success of the Rec at Marshall University illustrates the power of a well-structured P3 combined with CENTERS’ expert management. While the P3 provided the project structure, CENTERS’ collaborative management approach and mission-aligned partnership have been key drivers of long-term success. By working closely with stakeholders across campus and the community, CENTERS has ensured that the Rec remains central to student life, fostering wellness, leadership, and engagement.
CENTERS’ P3 expertise extends beyond Marshall, with successful P3 partnerships at Jacksonville State University, the University of Wisconsin–Eau Claire, and Mylan Park. CENTERS’ tailored, collaborative approach aligns with the goals of each institution and key partners, ensuring facilities operate efficiently and sustainably.
As CENTERS continues to manage the Rec, the focus remains on maintaining its role as a premier wellness hub while strengthening its partnership with the university. Through effective relationship management, strategic investment, and alignment with Marshall’s mission, CENTERS is setting a high standard for P3 partnerships and campus operations management for years to come.