english class final proposal plan

Proposal for Building a Creative Center for Students

Prepared for Executive Branch of Student Government University of Miami Alumni Committee

Committee on Student Organization

Prepared by Sandra Stein

November 16, 2015

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Table of Contents

EXECUTIVE SUMMARY 2

INTRODUCTION 3

Statement of a Problem 3 Background and Review 3 Need 6 Benefits 7 Qualifications 8 Limitations and Contingencies 9

PLAN 10

Objectives and Methods 10 Expected Results 12 Feasibility 13

CONCLUSION 14 Summary 14 Request for Action 14

WORK CITED 15

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EXECUTIVE SUMMARY

The University of Miami is home to over 15,000 students and offers over 180 majors and programs, with a strong international population that creates a very diverse and exciting culture for the university (University of Miami). Vast opportunities exist for students on campus to become involved in clubs, student government, extracurricular activities, Greek life, philanthropy and academic achievement. However, this also segments our student population into different academic and cultural circles. The University of Miami campus is centered around the Otto G. Richter Library and the Donna E. Shalala Student Center both socially and academically with many study areas and food establishments. Although the opportunities for social interaction on campus are endless, they are also widespread and unsupported. Many student organizations are struggling to find members and/or create viable programs. A creative center for students will unite the student body while allowing students to express themselves individually and creatively. Building a new center or utilizing one of the older, unused facilities on campus, would improve student culture and strengthen student life overall. Inspired by the NYU student-run center, The Market NYC, a creative center at the University of Miami is exactly what students need, although they might not even know it yet. To inspire students both entrepreneurially and creatively, without financial risk and with financial return, this creative center is the only solution.

Students have business opportunities through LaunchPad and on-campus job placement, but neither of these allows students the creative opportunities they need to pursue their own business ideas or profit from their artistic talents. The LaunchPad is oriented toward entrepreneurs looking start a business in the area, but focuses more on long-term business development. On campus job opportunities are scarcely available and are often only available for Federal Work-Study or minimum wage. Allowing and encouraging students to participate in a student-run, student-profit organization is the perfect solution to create more job opportunities for students and stimulate our on- campus economy. This establishment would not only benefit the students who sell their creations, but also the students who come to the vendors, engage in conversation and potentially purchase products. Bringing students together, this creative center would improve campus culture and stimulate creative conversation and interaction among students.

This creative center could be started in either a building on campus or through a

weekly market. With the approval of this proposal, arrangements could commence immediately to start recruiting students to participate and form a venue for selling starting in the Fall 2016.

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INTRODUCTION Statement of a Problem

The University of Miami offers many opportunities for student involvement and extracurricular activities, but fails to promote artistic and entrepreneurial activity for all students. Many students face financial problems in college involving impending student debt; seeking job opportunities poses additional problems such as lacking opportunities, unpaid internships, and having to balance work and school obligations. The University of Miami student population is fragmented by culture, language, on campus and off campus students, and academic paths. Thus, the University of Miami student population will benefit from a creative center that brings students from all different backgrounds, culturally and academically, together in an innovative and expressive space. Students will be able to promote each other and support each others’ interests and talents. This will be both extrinsically and intrinsically motivating for students and the university culture by being both economically lucrative and creatively enriching. Background and Review Most college students have a difficult time balancing schoolwork with extracurricular activities. Many students at the University of Miami are highly motivated and talented; many take positions in campus organizations, jobs at local establishments, and internships throughout Miami. Whether they are writing for The Hurricane, the University of Miami student-run newspaper, or working for Buffalo Wild Wings as a server, students are either trying to satisfy some intrinsic motivation or trying to make money to pay for college. Other students with artistic talent or entrepreneurial skills do not have the outlet to sell their items or engage business activity on campus. Problems to be solved on campus: ● Lack of student jobs on campus ● Lack of co-op and career services ● Student debt ● Segmented University of Miami student population

Inspiration from: ● The Market NYC ● University of Miami Farmer’s Market ● Etsy

This proposed creative center solves many problems students face on campus.

One of these problems is the lack of student jobs on campus in both availability and for pay. Jobs on campus are either hard to find or are through Federal Work Study. Kim Ballen recounts her job hunt experience on campus:

“When I was a freshman, I was really excited to work at the school, but when I started looking for options, I found it impossible to get something convenient and

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good for my schedule. I applied for a job at the gym, but they finalized the schedule before classes started and only had one or two spots, both really early in the morning. Eventually, I just gave up” (Ballen).

Unless students are extremely proactive and finalize their schedules ahead of time, the job search can be very discouraging.

For students who may desperately need the money to pay for college or those who are looking for extra spending money in college, the options are not very appealing. Another issue on campus is the lack of co-op and career services. The campus does not have an organized co-op program, which would allow students to get an internship experience through career training with pay in their major fields of study. With the current requirements for business majors, many business students are unable to get credit towards their major, which causes discouragement towards taking internship opportunities and has hindered students from the real-world experience they need to succeed as graduates. Many students seek internship and job opportunities to either help boost their resume or make money while in school. These students are motivated to get jobs after college and often want their resumes to reflect relevant experience. Many other students do not have the time to engage in these work opportunities, while balancing their schoolwork as well. The commitment of certain jobs and internships requires anywhere from 10-15 hours a week, on top of the minimum15 hour a week class schedule.

A big issue among college students today is student debt. Many students are entering the workforce with large amounts of student debt and are relying on their past experience to land them full-time job positions in order to pay off this debt. According to a 2013 statistic, 69% of students left school with an average of $28,400 in student loan debt (Bidwell). Students looking to reduce their financial burden are left with few options to successfully do so, until they graduate and enter the workforce. Figure 1

Source: The Institute for College Access and Success via usnews.com

Another issue is the segmented University of Miami population. Nationality, student organization affiliation, major program or on-campus and off-campus living often

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isolate students from getting to know one another. Colleges are facing issues of depression, anxiety, suicide, bullying and other mental health issues that are often a result of the college social culture and social reinforcement. The creative center would bring together students of different backgrounds, cultures and interests, while showcasing their talents for other students to validate. Student involvement on campus is just as much an issue as student attendance and awareness of on campus activities. A regularly operated flea-market type establishment would attract students who come to campus at different times and utilize the campus for different reasons. Students would inspire each other and come together for a unique shopping experience that would improve the campus culture and student interaction.

This idea was initially inspired by the The Market NYC located in the heart of Greenwich Village in New York City. The Market was founded in 2002 by Alex Pabon in order to allow local artists to sell their creations. Located right next to the NYU campus, many students participate in this creative venture and have profited because of it. The concept is brilliant: “The idea that the vendor can interact directly with the customer was the whole concept. You can walk in here and actually meet the designer and talk with them, hear their story, what inspired them, that sort of thing”(Hiscott). Students from the music school can sell their music, students from the art school can sell their artwork, and any other student with a passion or talent can share and profit as well. The Market NYC space has a vintage feel with about 30 vendors in separate booths occupying the two-story space. The market has a range of vendors allowing customers to shop accessories, clothing, shoes, artwork and more. This New York flea-market establishment would bring a refreshing and unique concept to Miami that has not been popularized yet.

Figure 2

Source: New York Vintage, Word Press This idea is somewhat similar to a recent University of Miami perk, the Farmer’s Market. Every Wednesday, local vendors come out to the farmer’s market to sell locally grown and locally made goods. It is incredibly successful, giving students variety as well as convenience. Student’s with all different preferences are able to grocery shop, eat vegan food, and buy gifts like candles or honey. Provoking student excitement about

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Wednesdays, The Farmer’s Market is a University of Miami treasure. This event brings the surrounding and local communities to the campus as vendors, however the Creative Center does just the opposite. Students will be employed as the vendors, drawing both students and locals to the campus to shop students’ creative work. As a more permanent establishment, the Creative Center will bring the lively excitement of the Farmer’s Market on a daily basis for students to shop, browse and become inspired. The University of Miami Business School encourages entrepreneurship and the study of new business trends going on in the market. Major trends right now are crowdsourcing, subscriptions models, and then there’s Etsy. Etsy allows virtually anyone to sell a home-made product on its website for a small fee. Etsy connects indie designers to consumers all over the U.S., giving them, the craft-makers, a portal to sell their designs. The University of Miami campus needs a similar portal for students to express their creativity and talent in a casual and regular setting. New York houses many vintage and flea market shops, and now Miami will adapt to that hipster and arty segment making this Creative Center the perfect opportunity for this vision. Need Today, many students are motivated by what is expected of them and what will be a lucrative career rather than what truly fulfills their creative aspirations. Business School students at the University of Miami may have chosen a major based on their interests, but the strict curriculum does not give them an opportunity to explore their creative talents. Students are becoming increasingly entrepreneurial are looking to start their own company. According to a statistic from Bentley University, 67% of students said they had a goal of starting their own business (Asghar). For students looking to explore their entrepreneurial ambitions, a small scale outlet like the creative center is the optimal starting place. Aside from academic struggles facing college students, there is a strong need for a creative outlet here on the University of Miami campus. With intense class schedules and extracurricular activities, students are not given the opportunity to get real world experience in small-time entrepreneurship and personal selling. This innovative idea allows students to “try” out their ideas without financial repercussions and with unlimited profitability. Campus involvement is widespread at the University of Miami—a center like this could be a hub for clubs, organizations, and various art programs to come together and collaborate.

The standard curriculum featuring PowerPoint lectures, midterm testing and presentations do not facilitate real-world experience students can receive from jobs or internships. According to Professor Scharf, a marketing professor at the university, companies recruit from universities because students are easy to mold and formally educated, and yet a huge disadvantage is a lack of experience (Scharf). Students appear to have been trained in the classroom, but really lack the experience it takes to immediately succeed or integrate into a in a corporate setting. According to the Robert Half Technology firm, “71 percent of chief information officers prioritize skills and experience over college degrees when hiring”(Rapacon). The University of Miami needs to offer their students an alternative to the traditional on-campus jobs or local minimum wage options. This creative center will provide students with business experience, as well as the opportunity to express their creative talents.

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As the business world is changing around us, we as a university need to adapt and innovate. By bringing an unprecedented organization at the UM campus, we will be staying at the cutting edge of business trends and university features. Benefits The University of Miami Creative Center will bring benefits to the University, the students, the customers, and the vendors. The University will have increased foot traffic and community interest because it will serve as both a learning center and shopping destination. Miami is a large and sprawling city, where many students are commuters living in Brickell and Miami Beach. The University is somewhat like an island off of South Dixie Highway, where students and people living on campus have a general store, restaurants and entertainment options. Although the University has the Bookstore with spirit apparel, there is no store on campus that gives students a shopping experience. Students living both on and off campus will be able to satisfy all of their daily needs with the addition of this creative center. According to a recent statistic, 40% of college students nationwide have part-time jobs, and half of those jobs are on-campus (Levy). Although students may initially feel this would be a hard balance and negatively affect their schoolwork, studies show just the opposite. The 2008 National Survey of Student Engagement

“demonstrated that students who worked 1-12 hours a week had higher Bachelor’s degree attainment rates than students who did not work, but that working more than 12 hours a week caused declines in graduation rates” (Levy)

This statistic is indirectly correlated to the benefits a creative center on campus could provide. It will improve both academics and graduation rates on campus. Multiple studies have been conducted which result in the correlation between student employment and academic success. Additional studies show that working while taking classes improves time-management skills and reduces dependence on student loans. This is both economical and productive for students looking for jobs throughout school. According to the article “Term-Time Employment and Academic Performance,” by Michael Wenz and Wei-Choun Yu at the University of Illinois, a direct correlation was found between a student’s grade point average and student employment. According to Figure 3, a study from Winona State University, people who worked while attending college had a higher GPA compared to those not working while in college, 3.12 and 3.03, respectively. Additionally, the study found the factors affecting student motivation to work while attending college in order of importance, see Figure 3. Figure 3

Factors affecting student motivation to work while attending college: ● earning money to pay tuition ● earning spending money ● developing skills specific to their future career ● gaining general work experience ● making friends

Source: Journal of Education Finance

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The number of studies relating student employment to higher academic achievement will be a benefit from additional opportunities for student employment that the University of Miami. The Creative Center will not only bring in revenue to the University, but stimulate the campus economy with students having more disposable income to spend at the restaurants and bookstore. Figure 4

Source: Journal of Education Finance Qualifications As a senior at the University of Miami, I have seen, firsthand, the opportunities the University has to offer. My experience in the Business School with a Marketing and Management major has proven very educational, but the intense curriculum limits creativity and hinders interaction with students in different majors. I have also explored the art scene in Miami, as an Art History minor, in order to see throughout my college experience the rapidly growing art influence. International art influence is seen with the art festival, Art Basel, and the new Perez Art Museum Miami is shows Miami’s investments in art education. The University of Miami is home to an amazing collection of art with our Lowe Art Museum, which stays current with various rotating collections as well as the impressive permanent collection. The University of Miami is qualified and able to support students trying to sell their creative work, bringing artistic interests to the University. In turn, this would make the University another institution in Miami taking initiative to evolve the art influence here. For the past two summers I worked at Li & Fung in New York City, a supply chain management firm specializing in retail, for which I designed a company app in an intern competition. The internship program provided creativity and hands-on experience, from which we learned entrepreneurial and

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marketing skills crucial in real-life business settings. Providing students with a place to test their creativity and business skills would prepare them for a corporate setting or entrepreneurial venture. From my previous experience and my participation in on-campus organizations, I have a strong passion for bringing a creative initiative to the University of Miami. Limitations and Contingencies This proposal is perfectly congruent with the continuous reconstruction of the University of Miami campus. The recent construction of the Fate Bridge and Student Activities Center shows that changes on campus are happening quickly. Although space may be an initial limitation, various vacancies like previous Oasis Café and C Store, provide ample opportunity for this initiative to begin its creation.

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PLAN Objectives and Processes The objective of the plan is to construct, implement and operate a Creative Center on the University of Miami campus. Below is the operational business plan to bring this idea to fruition. In order to physically and conceptually execute this idea, the following processes are necessary. Processes:

1. Construction 2. Implementation 3. Operations

Process 1: Construction A main objective in creating this opportunity for students will be the construction of a physical location for the Creative Center to occupy. The University of Miami has undergone major construction over the past 4 years and will continue to improve the campus for years to come. Currently, under major construction, is a new Health System Center involving a 200,000 square-foot ambulatory care center. The construction of new facilities like these leave many buildings on campus underused or completely vacant. For the initial construction of a facility for the Creative Center there are two options: occupy an unused facility on campus or construct a new one. Both options are extremely feasible with alumni assistance and University support. Many businesses and programs on campus have changed location due to ongoing campus construction. These changes leave many facilities open for use, leaving opportunities for new initiatives to take root on campus. In Figure 5, Option A indicates where the restaurant Oasis was previously located. The space is perfect for the initial location of the Creative Center. The open space could hold anywhere from 10-15 booths for permanent vendors to sell their creations. The central location of the Whitten University Center will attract foot traffic and revive the empty space currently. This cost effective and feasible option will allow for the Creative Center to commence quickly. The University of Miami is evolving with constant changes often derived from the support of alumni donations. A new building to house the Creative Center is a perfect candidate for alumni support. Many influential art collectors have recently taken interest in the university; for example, Tony Podesta and Eugenio Lopez have come to speak at UM multiple times expressing their interest in impacting the up and coming art scene in Miami through the university itself. Construction of the Creative Center would capitalize on the growing art industry and satisfy the demand for innovative on-campus facilities. A new building could be designed to house art collections and mini-boutiques. In Figure 5 below, Option B shows a large open green area where the construction of a new building could take place either as an extension of the Ferre Building or as a new building. It is also a perfect location with large amounts of foot traffic and prime visibility in the center of campus.

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Both Options A and B provide excellent opportunities for the Creative Center to become a reality. Figure 5

Source: University of Miami Campus Map Process 2: Implementation The process of implementing the Creative Center on campus would involve initial set-up, recruiting, training, and testing of the vendors and the facility. This process would remain relatively simple by recruiting artists locally and through the university. Alex Pabon, the founder of The Market NYC, approached this step very casually.

“ We saw that there was a calling at Henri Bendel for emerging designers, and we’re like, ‘Let’s go over there and give cards out.’ That’s how we got the first 10 to 12 designers. Then word of mouth. After several months, when we were on Mulberry Street, it really took off. “ (Hiscott)

In a similar respect, the Creative Center could recruit students through art classes, professors, and word of mouth. Similar to the Market NYC, the gap in the market for this type of business would make it intriguing and exciting for new artists. Finally, a one month trial run should be scheduled upon the grand opening of the Creative Center to give artists and employees a short-term goal for the business to then evolve and adapt to demand.

A    

 B  

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Process 3: Operations Before the Creative Center is up and running, vendors and employees will need clear direction in order to effectively conduct their business. The Creative Center is the idea of “shops within a shop,” so vendors who make their own products will be recruited and additional employees will be needed to sell them. Operation of the facility will deal with the administrative needs, managerial responsibilities, revenue and income. Administrative and managerial responsibilities will be student-run. This will allow students to gain real business experience and see the inner workings of operations. The vendors themselves would have the option of running their own booths or employing students to sell the merchandise. With the goal of being open six days of the week during school hours, many vendors will need assistance in selling their products, which would allow student employees to gain sales experience. This type of experience both operational and selling will be extremely fulfilling for students. In a recent study of student employment, results showed that: “students who work for primarily financial reasons earn lower grades

than students who work for career- specific skills but higher grades than those students motivated by a desire for general work experience” (Wenz).

The exclusive experience students will receive from seeing the ins and outs of a business will be career related and involve greater responsibility. The vendor run business involves a strict and organized revenue system. In order for the building to compensate employees, maintain rent and pay off initial start-up costs, vendors will need to pay a flat fee per month and a percentage of monthly sales. This revenue model is based on a combination of the Etsy model and The Market NYC. The Etsy model is straight-forward and affordable. “It costs $0.20 to list a single item for 4 months. If an item sells, Etsy receives 3.5% of the value of the sale.” (Maguire) Sellers also receive additional income from advertising efforts, but they make the majority of their money through commission. Conversely, The Market NYC runs their business on “a month-to-month agreement, [with a] minimum of two months. If they need to vacate we ask that they give 30 days’ notice. That’s it, very straightforward. We don’t take any commission from their sales” (Hiscott). A combination of these models will allow the business as well as the employees to succeed. To make it affordable, both the fixed and variable costs for vendors will remain low, allowing the vendors to profit from their success. This revenue model of the Creative Center is based on artistic expression and prosperity. Expected Results The idea of the Creative Center is unprecedented and unknown to South Florida. Flea markets and vintage shops are vastly important to the culture of New York City and art scene that is deeply rooted in the cities history. The culture of Miami is evolving with the growing art scene and international population. Hence, the potential positive results of this venture are opportune and infinite. Students and local vendors have limitless profitability with the commission on their work. Student employees will have an experience that is only possible with this unique opportunity. Speculations can be made

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on student fulfillment and campus-life satisfaction, both of which could be greatly enhanced by the Creative Center. The University of Miami is a “brand” that is recognized for sports, academics and the “U” slogan. The University has the opportunity to greatly impact the art and business world with the renowned status it has already achieved. The press related to this venture would give the university a new niche to offer its students. With many studies and news trends debating the “price” of college with increasing student debt and decreasing employment opportunities, UM could set an example of how colleges are trying to mitigate these economic factors. By improving the appeal of school and art programs, the university would become even more diverse and unique. The expected and unexpected results both show that this is a worthwhile investment in the University of Miami’s students and their future success. Feasibility

We have the farmers market and new business starting each year at the University. This is not only feasible, but imperative for the happiness and success of the University’s students. With the goal of full implementation by Fall 2016, the University can soon see the triumph of this initiative.

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CONCLUSIONS Summary In conclusion, the Creative Center is a solution to a gap in the consumer goods marketplace for both the University of Miami and the city of Miami as well. This center solves financial and entrepreneurial issues for students, while bringing together the University student population in creative conversation. Student involvement and student satisfaction are expected to increase if a Creative Center was implemented on campus. As stated prior, studies and statistics prove the benefits of student employment including work experience and financial comfortability. Also discussed, the businesses of The Market NYC and Etsy have been proven lucrative and popular for small scale designers. The benefits are limitless and the limitations are easy to overcome, therefore there is no “downside” to having this on-campus establishment. This exciting and unprecedented business will change the University of Miami, forever, as a brand and a community. Request for Action I am requesting that the Executive Branch of Student Government, University of Miami Alumni Committee, and Committee on Student Organization take my proposal into consideration for a future business on campus. The feasibility and innovative aspects of this plan make it the essential investment for the University.

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WORK CITED University of Miami. University of Miami. Web 30 Nov. 2015 Asghar, Rob. "Study: Millennials Are The True Entrepreneurial Generation."Forbes. Forbes Magazine, 11 Nov. 2014. Web. 01 Dec. 2015. Ballen, Kim. "On Campus Job Search." Personal interview. 10 Nov. 2016. Bidewell, Allie. "Average Student Loan Debt Approaches $30,000." US News. U.S.News & World Report, 13 Nov. 2014. Web. 30 Nov. 2015. Hiscott, Rebecca. "Q&A with Alex Pabon, Founder of The Market NYC." New York Vintage. 14 Feb. 2013. Web. 30 Nov. 2015. Levy, David. "The Benefits of Working While Enrolled in College." Edvisors. Edvisors Network, Inc. Web. 30 Nov. 2015. Maguire, Chris. “What is the Business Model of Etsy? Frequently Asked.” Quora. 21 Jan. 2012. Web. 1 Dec. 2015 Rafowitz, Mia. "Getting Fresh with the Farmers Market." The Rival UMIAMI. University of Miami, 4 Nov. 2015. Web. 30 Nov. 2015. Rapacon, Stacy. "Why Working through College Is Becoming Norm." CNBC. 29 Oct. 2015. Web. 30 Nov. 2015. Scharf, Ian. "Recruiting (Universities)." Professional Selling Class Lecture. Stubblefield Building, Coral Gables. 11 Nov. 2015. Lecture. Wenz, Michael, and Wei-Choun Yu. “Term-time Employment and the Academic Performance of Undergraduates”. Journal of Education Finance 35.4 (2010): 358–373. Web... Wine, Jennifer, Melissa Cominole, and Lesa Caves. "2004/09 Beginning Postsecondary Students Longitudinal Study (BPS:04/09) Field Test." National Center for Educational Statistics: Institute of Education Sciences (2009): 268. Print.