Enhancing Engagement and Driving enrollment through campus innovation
The Recreation and Fitness Center at Jacksonville State University (Jacksonville, AL) came online in early 2019 as CENTERS’ second managed location in Alabama. This facility, built in response to Jacksonville State’s goal of enhancing campus life and increasing student retention, has delivered impressive results, including a significant rise in enrollment. By aligning the facility’s design with the university’s mission, CENTERS has created a dynamic, student-centered hub that continues to deliver long-term benefits for both students and the institution.
CENTERS’ Role in Planning and Design
CENTERS’ involvement in the project started well before the doors opened. Jacksonville State administrators toured the University of Alabama at Birmingham’s recreation center, also managed by CENTERS, and saw first-hand the impact of CENTERS’ outcome-driven management model. This visit helped shape the vision for Jacksonville State’s new Recreation and Fitness Center, which was approved by the Board of Trustees in January 2017. The facility was designed to activate student life on campus while contributing to the university’s broader goals of enrollment growth and student engagement.
A Collaborative Effort with Brailsford & Dunlavey
Brailsford & Dunlavey (B&D), CENTERS’ parent company and a leading program management firm, played a critical role in planning and implementing the project. B&D’s strategic guidance, combined with CENTERS’ expertise in operations management, ensured that the facility would align perfectly with the university’s needs. The result was a facility that not only meets but exceeds student expectations, enhancing the overall campus experience.
Public-Private Partnership and Efficient Construction
The construction of the Recreation and Fitness Center was funded through a public-private partnership with the JSU Foundation and the university—a first for Jacksonville State. By employing the Construction Manager at Risk (CMAR) project delivery method, the project was completed under budget and within 16 months, marking an impressive achievement for both the university and CENTERS.
Student-Centered Programming and Campus Engagement
One of the center’s key goals was to support diverse programming that would engage students in campus life. Through focus groups and a Strategic Asset Value (SAV) exercise, CENTERS and B&D were able to tailor the Recreation and Fitness Center’s services to meet student needs. This thoughtful approach has led to the creation of a vibrant, welcoming space that encourages students to participate in on-campus activities, both during the semester and over break periods.
Enrollment Growth and Student Success
Since the facility opened in January 2019, Jacksonville State University has seen a notable increase in student enrollment. The fall semester following the opening saw a 6% rise in enrollment, with first-time freshman enrollment reaching record levels. Overall, enrollment has increased by 16% since the Recreation and Fitness Center opened, demonstrating the powerful impact of a well-planned and well-executed facility focused on student engagement and recruitment.
A Versatile Facility for University Events
The RFC has also become a host to many major university events, including recruitment days, health and wellness clinics, fundraising galas, alumni receptions, and the University President’s Inauguration Reception. Providing the Jacksonville State community with a space for collaboration and connection across the University justifies the investment in a functional, multi-purpose facility.
A Lasting Impact on Jacksonville State
The success of Jacksonville State’s Recreation and Fitness Center underscores the value of outcome-driven management. By understanding the university’s vision and aligning the facility with its goals, CENTERS has helped drive both student engagement and enrollment growth. Success at Jacksonville State illustrates that student and financial outcomes are not opposites; they exist independently and can be achieved through outcome-driven management. This project serves as a model for how CENTERS can continue to create meaningful, lasting impacts on campuses nationwide, ensuring that student and financial success go hand in hand.
About the Author: Dominic DiMauro is the Director of University Recreation at Jacksonville State University, where he oversees the Recreation and Fitness Center and all recreational programs. He played a key role in opening the center in 2019 and previously served as Assistant Director for CENTERS at the University of Alabama – Birmingham. Dominic DiMauro holds degrees from The Ohio State University and Georgia State University and is active in NIRSA and local nonprofits like the Arc of Central Alabama.