How campus construction can be a powerful statement of values

Any higher ed leader who’s overseen a major campus construction project will tell you it’s not really about the “bricks and mortar.” When approached intentionally, large-scale infrastructure projects have the power to be so much more than just a building. They communicate what a community truly values.

This reality was top of mind for us at the University of Iowa’s Tippie College for Business when we started planning our building expansion. Like so many other campuses, we were facing dated facilities and evolving program needs.

In addition, we were experiencing significant capacity limitations; since we first welcomed students to our current space in the Pappajohn Business Building in 1994, student enrollment has nearly tripled. We knew we needed more space if we wanted to retain the quality of our programs and continue to grow enrollment.

We also knew we didn’t want this project to be just about the extra space or modernizing outdated systems. If we did this right, this project could signal something greater.

It would be an occasion to reflect and rethink pedagogy, culture, community impact and values. It would be an opportunity to align physical space with educational mission.

Throughout our process, we’ve been able to glean some lessons that may be valuable for other institutions with upcoming infrastructure work.

1. Start with the values you want the space to reflect, not just the square footage you think you need

Starting with your intention and vision sets everything else in place: design choices, messaging, donor engagement, even programming. Taking a step back to articulate why you’re creating the space and what you want people to do, feel and experience there, can help ground decisions from layout and floor plan to usage and impact.

When we first started planning our new facility, we had a few options. We could start from scratch and build something completely new.

Or, we could gut and renovate a historic 1910 building, which sits adjacent to the Pappajohn building. In the end, we decided to do both: expand the Pappajohn building with new construction and connect it to a renovated Gilmore Hall.

While weighing the pros and cons, we realized, this isn’t just a construction challenge: It’s a metaphor for what we do in business education. Business schools have always had to balance teaching the fundamental principles of business—the old—with the skills necessary to handle the disruptions of the future—the new.

As we transform our campus, we now take these lessons to our physical space as well as our curriculum.

2. Use data to support design decisions

Data can be extremely valuable when it comes to designing new campus spaces. Consider quantitative information like how many students access various spaces, and at what times of day, to help determine things like classroom size, faculty office location, and common spaces.

But be sure to pair the hard data with qualitative surveys and focus groups to better understand how the spaces are being used. The numbers tell one piece of the story, but not all data points are straightforward.

For example, data from our computer labs suggested they were underutilized. Because most students have their own laptops, we assumed this confirmed computer labs had become less necessary, so early building designs allocated minimal space for them.

However, students strongly opposed this change. They explained that with many textbooks now digital, students often work on laptops while referencing their textbooks on lab monitors.

With this feedback, we reinstated two computer labs into the redesigned space, adding dual monitors wherever possible. Data informs design, but pairing it with context and community insight leads to the best outcomes.

3. Preserve institutional identity and historic value

We have a unique opportunity to preserve an historic building, but campuses don’t need to have iconic architecture to draw on their own history and identity in design plans. Symbolic nods to campus culture can include materials, signage, artwork or layout choices that honor institutional identity and deepen connection to place.

Values of your institution can also be represented in your building choices. Preserving your institutional heritage isn’t simply nostalgia; it reinforces culture and roots students firmly in your community with shared history.

4. Understand the financial realities

Of course, visionary building plans without financing consideration remain only plans. We found our clear narrative and purpose sparked enthusiasm for the project with our donors.

We were fortunate to kick off with a large lead gift from our namesake, the Tippie family, and we’ve received significant additional gifts from both longtime supporters and first-time donors. This mix of contributors is a testament to the power of this plan; people believe in the project and we’re garnering a lot of excitement for it.

For higher ed leaders embarking on institutional upgrades, keeping vision at the heart of the project can make it especially meaningful and have a lasting impact on your community. Building projects can offer a statement about your campus identity and values, so take the opportunity to be intentional with the story your project tells.