The Art of Managing Multi-Purpose Venues in Higher Education
Managing athletic venues in higher education presents a unique challenge, especially when those venues serve multiple purposes beyond varsity sports. From collegiate athletics and recreation programs to student organizations, community events, and external rentals, these spaces must accommodate diverse users while maintaining a seamless experience.
This is where CENTERS excels. As an outsourced management partner specializing in campus life facilities, CENTERS has developed strategies to orchestrate these complex partnerships, ensuring that multi-purpose athletic venues function efficiently while fostering vibrant campus communities. Whether optimizing event scheduling, enhancing gameday logistics, or elevating the fan experience, CENTERS ensures these venues serve as dynamic hubs for students, athletes, and the broader community.
With basketball season at its peak and swim and dive underway, now is the perfect time to explore six key strategies CENTERS employs across its managed locations to support Athletics while balancing the needs of all stakeholders.
1. Strategic Scheduling for Priority Usage – The Sonnentag, University of Wisconsin-Eau Claire
Effective scheduling is the lifeblood of multi-purpose venue management. At The Sonnentag, CENTERS uses a collaborative scheduling process to align the needs of university athletic programs, recreation partners, and external event clients.
Weekly planning meetings allow the team to lock in priority dates for upcoming athletics seasons and intramural sports, ensuring these commitments are secured well in advance. Once those dates are finalized, the team optimizes available time slots for practices and other facility users, keeping flexibility in mind to accommodate revenue-generating events when opportunities arise.
The key to success? Proactive communication. As soon as a potential booking arises, the CENTERS team immediately informs partners, outlining revenue potential and discussing the best course of action as a team. This transparency builds trust and ensures a balanced, well-utilized facility that meets the needs of all stakeholders.
Contributed by Wyatt Tinnen, General Manager, CENTERS at The Sonnentag, University of Wisconsin – Eau Claire
2. Seamless Gameday Operations – Peak Health Aquatic Center and Track Complex at Mylan Park
Hosting elite competitions requires seamless execution. At Peak Health Aquatic Center and Track Complex at Mylan Park, CENTERS has earned a reputation for flawlessly coordinating large-scale events such as the Big 12 Swimming and Diving Championships and USA Diving Junior National Championships.
To prepare for these events, CENTERS staff engage in meticulous pre-event planning, working closely with WVU Athletics, Big 12 administrators, and USA Diving officials to meet stringent requirements. This includes:
- Coordinating facility closures to ensure an exclusive, distraction-free environment.
- Providing specialized athlete spaces for ice baths, massage therapy, and recovery.
- Designing wayfinding signage for spectators, coaches, and officials.
- Managing security, ticketing, and parking logistics with the local visitors bureau.
- Enhancing fan engagement through interactive guides, themed event days, and VIP experiences.
These efforts not only elevate the athlete and fan experience but also position Mylan Park as a premier host for future championships, strengthening relationships with major governing bodies.
Contributed by Jennifer Lainhart, Director, Peak Health Aquatic Center and Track Complex at Mylan Park
3. Building Collaborative Partnerships – Harper College
Strong partnerships with Athletics departments are essential for successful venue management. At Harper College, CENTERS has cultivated a robust collaboration with Harper Hawks Athletics, integrating recreation, health education, and competitive sports into one cohesive ecosystem.
Thanks to this partnership, Harper College has transformed its facilities into a vibrant campus hub, where athletics, kinesiology, and student wellness initiatives thrive under one roof. The facility now serves as the headquarters for Harper Hawks Athletics while also supporting academic and recreational programming.
By aligning campus priorities, CENTERS has positioned Harper’s recreation center as a cornerstone of student engagement and campus vitality.
Contributed by Julie Bearden, Director, Director of Campus Recreation at CENTERS at Harper College
4. Optimizing Multi-Purpose Space – Moraine Valley Community College
Maximizing the flexibility of shared spaces is a core competency at CENTERS-managed venues. At Moraine Valley Community College’s Health, Fitness, and Recreation Center (HFRC), the gymnasium and outdoor tennis courts serve as the primary competition and practice spaces for Athletics and a major hub for recreation and community programs.
To ensure seamless transitions between uses, CENTERS employs a highly coordinated event management approach:
- Pre-staging equipment to enable rapid transitions from athletic events to community rentals.
- Careful scheduling to balance game days, practices, and external bookings.
- Staffing adjustments to accommodate shifting facility needs.
This adaptability allows the HFRC to function as both a home for competitive sports and an inclusive space for students and community members, reinforcing the value of multi-purpose venues in higher education.
Contributed by Alex Rich, Director CENTERS at MVCC
5. Enhancing the Fan and Athlete Experience – Longwood University’ Joan Perry Brock Center
A dedicated focus on fan and athlete experience enhances the gameday atmosphere at Longwood University’s Joan Perry Brock Center. CENTERS plays a pivotal role in this by managing:
- Event Services: Ticketing, ushering, and in-game promotions in partnership with Lancer Athletics.
- Security & Operations: Ensuring smooth logistics, from crowd management to parking solutions for season ticket holders.
- Production Support: Managing sound, video, and in-game entertainment in collaboration with Athletics.
- Retail Operations: Running the Longwood team store to boost school spirit and merchandise sales.
By attending weekly strategy meetings with Athletics, CENTERS ensures that each event exceeds expectations, whether through custom VIP experiences, special gameday promotions, or operational enhancements like ESPNU broadcast coordination. This approach solidifies Longwood’s reputation as a top-tier collegiate sports venue.
Contributed by Craig Stover, General Manager, Joan Perry Brock Center at Longwood University
6. Stakeholder Communication and Coordination – Marshall University
Effectively managing a multi-purpose athletic facility requires clear communication and alignment between multiple stakeholders. At Marshall University’s Frederick A. Fitch Natatorium, CENTERS ensures coordination between Athletics, campus leadership, and external community partners through:
- Regular strategy meetings to address scheduling conflicts and optimize facility use.
- Shared technology platforms for event coordination and resource allocation.
- Ongoing dialogue with external partners, including high school swim teams and community organizations.
By leveraging transparent communication and advanced planning tools, CENTERS fosters a cooperative environment where all users feel valued, ultimately creating a dynamic, well-utilized venue that serves athletes, students, and the broader community.
Contributed by Michele Muth, Executive Director, Recreation Center and Fitch Natatorium at Marshall University
The CENTERS’ Difference in Multi-Purpose Athletic Venue Management
Managing multi-purpose athletic venues is more than just scheduling—it requires strategic coordination, collaboration, and an in-depth understanding of stakeholder needs.
By employing proactive scheduling, seamless gameday operations, strong partnerships, flexible space optimization, fan engagement strategies, and transparent communication, CENTERS ensures that these venues operate at peak efficiency while enriching campus life.
From major NCAA events at Mylan Park to seamless multi-purpose scheduling at Moraine Valley and elevated fan experiences at Longwood, CENTERS’ expertise is transforming these spaces into thriving community assets.
As higher education institutions continue to expand and enhance their athletic and recreational offerings, CENTERS remains a trusted partner in delivering world-class venue management solutions.