Maximizing Efficiency, Engagement, and Revenue: The Value of Outsourced Management
University sports venues and mixed-use arenas are essential campus assets, providing spaces for athletics, recreation, campus events, and community engagement. Managing these facilities effectively, however, requires specialized skills and considerable resources—a challenge for institutional staff already balancing multiple responsibilities. Partnering with a professional management firm like CENTERS offers universities a way to optimize their venues, aligning them with institutional goals and creating spaces that foster engagement, increase revenue, and support town-gown relations.
This article explores ten reasons why partnering with a professional management firm to operate mid-sized campus sports venues can transform these facilities into strategic assets that support a university’s mission and goals.
1. Expanding Revenue Through Event Booking and Community Engagement
Underutilized facilities can become significant revenue sources when managed by a firm with experience in event booking and community programming. A professional partner can help universities host a diverse range of events—from concerts and athletic competitions to family-friendly entertainment—that attract new audiences, supporting brand building and recruitment, and drive revenue.
At the Longwood University Joan Perry Brock Center (JPB), CENTERS manages the 3,000-seat arena, drawing both campus and community audiences. Hosting events like sold-out concerts and Harlem Globetrotters games, the arena has become a regional entertainment destination, adding a valuable revenue stream and enhancing Longwood’s visibility within Central Virginia.
“During our initial talks with CENTERS, they said, ‘We want to blend into your campus so that people just assume we’re part of the institution.’ That was exactly the approach we needed,” notes Matt McGregor, Longwood’s Vice President for Administration and Finance.
2. Comprehensive Infrastructure for Quick and Seamless Venue Launch
Launching a new or rebranded facility requires precise coordination across multiple areas—staging, production, ticketing, and marketing. For universities working on tight timelines, a management partner with robust infrastructure ensures smooth setup and operations, helping the venue generate value from day one.
“CENTERS has the infrastructure and expertise to bring new venues online quickly,” says Wyatt Tinnen, General Manager at The Sonnentag at CENTERS @ University of Wisconsin – Eau Claire. “From booking to strategic partnerships, CENTERS offers a turnkey solution that leaves nothing to chance.”
This approach reduces the burden on university staff, allowing the facility to operate efficiently while meeting the university’s goals.
3. Sustainable Operations and Environmental Stewardship
Sustainable design is becoming increasingly important in new campus facilities, but maintaining eco-friendly practices requires specialized knowledge. A management firm with expertise in sustainable facility operations helps universities achieve environmental goals without the need for additional resources.
At UW-Eau Claire’s The Sonnentag, CENTERS manages a LEED Gold-certified facility, incorporating energy-efficient systems and responsible resource practices. By entrusting these sustainability initiatives to CENTERS, UW-Eau Claire reinforces its environmental commitment while appealing to students and community members focused on sustainability.
4. Enhanced Fan Experience with Big-Market Technology
High-quality fan experiences are critical in today’s sports venues, and outsourcing allows universities to incorporate advanced technology and customer engagement strategies that keep campus venues competitive. Outsourcing firms specialize in creating dynamic fan experiences by leveraging partnerships that bring in premium amenities and enhance digital engagement.
The Joan Perry Brock Center packs the features of a larger arena into its 3,000 seats, delivering a unique and engaging experience. With a state-of-the-art video scoreboard and live broadcast capabilities, the JPB promotes both the Big South conference and the Longwood Lancers brand. Advanced audio and visual systems enhance events, from games to concerts, creating a vibrant setting for fans. CENTERS brings big-market capabilities to this intimate space with premium AV systems, VIP areas, and fan engagement tools. By leveraging fan feedback and analytics, CENTERS strengthens audience connections, supporting Longwood’s recruiting and alumni engagement goals, and making the JPB a valuable campus and community asset.
5. Efficient Management of Varsity Sports and Athletic Stakeholders
Managing a university sports venue requires an understanding of varsity athletics’ unique facility needs, including event scheduling, resource allocation, and priority use. CENTERS partners closely with athletic departments, supporting their needs without compromising other campus events.
“Our varsity sports management honors the priorities of both the university and the athletic department,” says Craig Stover, General Manager at Longwood’s JPB.
At Marshall University’s Frederick A. Fitch Natatorium, CENTERS manages varsity-level standards for the women’s swimming and diving program while accommodating student and community recreational needs, creating a balance that supports both athletic success and campus engagement.
6. Expertise in Public-Private Partnerships for Multi-Stakeholder Success
Public-private partnerships (P3) in sports venue management require careful handling to balance the interests of multiple stakeholders while often providing essential funding for facility development and upgrades. CENTERS’ expertise in P3 management helps universities navigate these complex relationships to ensure mutual benefit and seamless alignment with institutional and community goals.
For instance, at the Peak Health Aquatic Center and Track and Field Complex at Mylan Park, CENTERS manages the facility to serve both West Virginia University’s athletic needs and Mylan Park’s community programs, coordinating resources to meet diverse needs without compromising service. This multifunctional approach allows the facility to host high-profile events like the Junior Nationals in partnership with USA Diving, attracting national attention while benefiting both campus and local communities.
7. Revenue Growth Through Diversified Programming
Outsourcing campus venue management can unlock a facility’s potential as a revenue-generating asset through diverse programming that extends well beyond traditional campus events. A management partner like CENTERS brings expertise in designing event calendars that engage students, alumni, and the broader community, elevating the venue’s role as a regional attraction. By introducing a mix of athletic events, concerts, and community gatherings, CENTERS strengthens the facility’s value on campus and enhances its impact within the surrounding area.
The Joan Perry Brock Center at Longwood University exemplifies this approach, where CENTERS curates a dynamic lineup of events that range from varsity games and concerts featuring university talent to regional attractions. This broad programming strategy draws new audiences to campus, fostering deeper community ties while introducing new revenue streams. In the process, CENTERS helps create a vibrant campus venue that serves as both a social and economic anchor in the community.
This model is further illustrated at the Peak Health Aquatic Center and Track and Field Complex at Mylan Park, which hosts high-profile events like the USA Diving Junior Nationals in partnership with the local Convention and Visitors Bureau, Visit Mountaineer Country. By managing diverse partnerships and coordinating resources thoughtfully, CENTERS ensures these venues meet both university and community needs, fulfilling their dual missions. This approach to multifunctional programming not only brings national attention but also reinforces the role of campus venues as essential assets for universities and the communities they serve.
8. Predictable Financial Structure and Cost Efficiency
A professional management partner provides clear financial frameworks, helping universities avoid unexpected costs and maintain budget stability. This predictable structure allows institutions to allocate resources to primary educational goals while ensuring their facilities operate sustainably.
At UW-Eau Claire’s Sonnentag Center, CENTERS’ transparent budgeting supports sustainable financial growth. The facility’s operations align with UW-Eau Claire’s goals, maintaining cost efficiency without sacrificing quality. This clarity in budgeting enables the university to focus on long-term educational investments while still maximizing venue potential.
9. Customized Management Models to Support Institutional Priorities
No two universities are alike, and neither are their sports venues. A management partner can adapt operations to meet each institution’s unique goals, whether they focus on community engagement, revenue generation, or student life enhancement. CENTERS’ approach combines student-centered models with business-focused management, helping universities achieve both financial and non-financial outcomes.
“Our firm DNA is a marriage between a student-centric model and a business-administrative one,” says Jeff Sessine, CENTERS’ Executive Vice President.
At Longwood’s Joan Perry Brock Center, CENTERS’ management model integrates campus and community engagement, making the venue a gathering place for students and residents alike. This tailored approach goes beyond financial success, aligning with the university’s broader mission and enhancing its profile within the community.
10. Supporting Student Development and Career Opportunities
Beyond event management, campus venues offer platforms for student career development. A professional partner can integrate student involvement into operations, offering roles that provide valuable hands-on experience in event management, marketing, and customer service. This contributes directly to student success while supporting the university’s educational goals.
“We integrate career-building opportunities into our operations so students leave with skills that directly support their career goals,” explains Sessine.
At Longwood’s Joan Perry Brock Center, CENTERS provides students with real-world experiences in event planning and customer relations. This focus on student outcomes enriches the university’s educational mission, preparing students for success beyond the classroom.
Conclusion: A Strategic Path Forward for Campus Sports Venue Management
For universities facing the challenges of limited resources and heightened expectations, partnering with a professional management firm presents a strategic solution. Outsourced management transforms campus venues into mission-aligned spaces that drive revenue, foster community engagement, and support student life.
With expertise in varsity sports, event booking, and public-private partnerships, CENTERS provides the operational and strategic support universities need to maximize the potential of their sports venues.