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1Fix the driver behind crashes, sound loss and screen glitches2Repair Windows errors before they cause bigger problems3Scan for outdated or missing drivers - takes under a minuteAn athletic facility can influence recruiting when it does more than house courts, fields, and training equipment. A coordinated athleticscape—the manmade environment and physical surroundings of an athletic department—helps prospective student-athletes understand a school’s identity, imagine daily life there, and see how the institution will support them after competition.
The strongest examples combine identity-driven storytelling with academic support, career preparation, inclusive programming, and spaces that serve more than one team. The reported 2018 cases at the University of Minnesota and Phillips Academy Andover show how construction decisions can turn a collection of buildings into a coherent institutional experience, while also illustrating why impressive specifications alone do not establish a recruiting advantage.
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What an athleticscape is—and why it matters in recruiting
An athleticscape is the totality of a school’s athletic buildings, interior spaces, circulation routes, graphics, technology, landscape, and other physical surroundings. The concept treats those elements as a message system. A recruit encounters the institution through entrances, training areas, study rooms, nutrition spaces, team gathering areas, and the transitions between them. Each encounter can reinforce—or contradict—the school’s stated values.
That matters because a recruit is choosing an education and a future, not only a roster spot. Facilities communicate what a school considers important: whether academic work is integrated into athletic life, whether health and nutrition are treated seriously, whether leadership is developed intentionally, and whether the place feels welcoming to people beyond the featured teams.
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John Roberson, CEO of Advent, described the emotional dimension this way: “When college officials talk about buildings, it’s about the emotion the building embodies,” he says. He added, “That’s not something that colleges want to leave to chance.” A building can therefore be technically successful yet strategically weak if visitors cannot tell what the institution stands for or how the facility fits into campus life.
What the 2018 choice study reported
A Building Design + Construction feature published in 2018 reported findings from a study by Advent and Samford University’s Brock School of Business. The figures below should be read as that article’s account of a historical study, not as current NCAA-wide statistics or proof that a particular building causes more commitments.
| Reported finding | How to interpret it |
|---|---|
| 783 college students | The reported study sample in 2018; the underlying sampling details were not provided. |
| 12 of 32 choice determinants | Facility-design elements were reported to significantly increase student-athletes’ perceptions of a college. |
| Five of the top seven enrollment factors | The article said these factors related directly to post-athletic career objectives. |
| 30% of NCAA Division I student-athletes intended to major in business | A figure attributed to the study in the feature; no underlying dataset was supplied. |
The practical implication is not that a larger gym wins every recruiting decision. It is that facility planning should be coordinated with academic advising, leadership development, nutrition, and career services. A recruit who sees a credible path from sport to degree to employment may perceive more value than one who sees only a new weight room.
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1. Make the school’s identity legible
Branding is most effective when it is embedded in the visitor’s route rather than confined to a logo wall. Colors, materials, photographs, displays, sightlines, and the sequence of spaces should tell a consistent story about the institution and its community.
At Minnesota, the reported messaging emphasized the university’s claim that it was the state’s only Division I school, portrayed Minnesotans as hardworking, and used visual references to the state’s varied lifestyles. Those choices connected a large project to a recognizable place. A different college might emphasize service, research, urban opportunity, or a particular regional culture; the construction response should follow the school’s own evidence rather than copy another campus.
2. Wrap the building in immersive messaging
Roberson called this “the immersive messaging that’s wrapped around the product.” In practice, that can include digital content, donor and alumni stories, historical artifacts, wayfinding, team achievements, and views into active spaces. The message should change as programs and priorities change, without requiring a complete renovation.
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Minnesota’s entrance reportedly used 12 projection screens to loop athletic highlights, with content changeable within minutes. The lesson is operational as much as visual: assign ownership for content, schedule updates, and accessibility so the system remains relevant after opening day.
3. Show how athletes succeed beyond competition
Study rooms, advising, leadership programs, career support, and nutrition areas make an institution’s promise tangible. They also help coaches and admissions staff explain a recruit’s full experience without treating academics as an afterthought.
Because the 2018 feature reported that five of the seven leading enrollment factors in the study related to post-athletic career objectives, planners should involve academic and career-support leaders early. A facility does not need every service under one roof, but its layout and wayfinding should make those services easy to find and use.
4. Design for multiple users and stated values
Athletics spaces can serve students, faculty, families, community groups, and non-varsity programs when schedules, acoustics, security, storage, and circulation are planned accordingly. Multipurpose use demonstrates that the project belongs to the institution rather than to one team.
Inclusion must also be visible in the program, not merely in a slogan. Consider who can enter, watch, train, study, gather, and lead activities; provide equitable-quality spaces and clear accessible routes; and test the experience with users who are often overlooked in early planning.
University of Minnesota Athletes Village: a coordinated campus story
The Minnesota example in the 2018 feature began with a 2012 Populous needs assessment. That assessment recommended consolidating and broadening the athletic program’s physical assets. The university then hired Advent for branding and story mining, worked with design architect BWBR, and used Mortenson Construction as general contractor, according to the contemporaneous account.
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| Reported project detail | What it demonstrates for planners |
|---|---|
| $166 million; 338,000 square feet; three buildings on seven acres | Scale can support a connected program, but size alone does not create a coherent visitor experience. |
| 34 study rooms | Academic work was given dedicated, visible space within the athletic environment. |
| Nutrition center seating 325 and a test kitchen | Food education and daily fueling were treated as programmatic functions, not back-of-house amenities. |
| 16,000-square-foot weight room | Training capacity was integrated with the broader support network. |
| 12 projection screens with 23 million pixels | Digital storytelling could be refreshed quickly at a major arrival point. |
| Indoor practice field 200 feet wide by 85 feet high | Weather-independent training was accommodated within the village. |
The project was presented as more than a training complex. Described components included the Lindahl Academic Center, a Land O’Lakes-named Center for Excellence, leadership programming, electrochromic glass, separate men’s and women’s practice courts, and an indoor football practice field. Minnesota head football coach P.J. Fleck referred to the Village as “a life complex.” That phrase captures the intended shift from a team-only building to an environment organized around the student-athlete’s whole day.
For a construction team, the coordination challenge is substantial. Academic quiet zones must be protected from high-impact training noise; food service requires appropriate ventilation, storage, and health controls; digital displays need power, data, sightlines, and a content-management plan; and electrochromic glazing affects both daylight and energy-control decisions. These elements should be resolved in a single operational brief rather than added independently as amenities.
Phillips Academy Andover: multipurpose space and inclusion
The Phillips Academy Andover example shows that the athleticscape idea is not limited to large universities. The 2018 feature described a 98,000-square-foot athletic and academic center containing tennis, squash, and basketball courts alongside multipurpose areas.
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Those flexible areas were described as accommodating dance, yoga, dinners, school events, and viewing the football field. Such programming changes the building’s social meaning: students encounter it as a shared campus setting, not a restricted performance zone. It also improves utilization across the day and across seasons, which can strengthen the case for investment when a single sport would leave large areas underused.
The project was attributed to Perkins+Will. The feature said the facility assessment and athletic master plan incorporated existing facilities, indicating that the center was planned as part of a campus system rather than as an isolated replacement. It also identified inclusion as an important part of the school’s branding. That alignment matters: a statement about belonging becomes credible when a building’s rooms, schedules, entrances, viewing areas, and circulation support broad participation.
A planning process for an athleticscape
Step 1: Define the promise before drawing the building
Write a concise statement of what a prospective student-athlete should understand after a first visit. Include academic expectations, support after sport, community identity, and the users the facility is meant to welcome. This statement becomes a test for every major design decision.
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Step 2: Map the recruit’s complete journey
Trace arrival, parking or transit, reception, tour routes, practice observation, academic meetings, dining, restrooms, changing areas, and departure. Note where a visitor receives information, waits, gets lost, or encounters a locked door. The athleticscape is the entire journey, not only the showcase room.
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Step 3: Bring non-athletic partners into programming
Include academic advising, career services, student affairs, accessibility, dining, information technology, communications, and facilities operations in the same workshops as coaches and athletic administrators. Their requirements determine room adjacencies, staffing, technology, hours, and maintenance.
Step 4: Test identity through multiple media
Use physical materials, graphics, photography, lighting, digital displays, landscape, and views to express the chosen story. Ask users from different teams and backgrounds what they think the place says. If visitors read conflicting messages, revise the experience before construction documents are finalized.
Step 5: Design flexibility deliberately
Identify which rooms must be sport-specific and which can change function. Plan retractable or movable equipment, durable finishes, storage sized for several programs, acoustic separation, and booking systems. Flexibility is useful only when staff can convert a space quickly and safely.
Step 6: Plan the operating model
Set responsibility for digital content, graphics replacement, event setup, cleaning, access control, and post-occupancy reviews. Include lifecycle costs and staffing in the business case. A sophisticated feature that cannot be maintained will weaken the story it was meant to tell.
How to evaluate whether the facility is doing its job
The 2018 article did not provide a formal causal estimate linking an athleticscape to recruiting gains. Colleges should therefore evaluate performance without claiming that a building alone caused enrollment changes.
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- Perception: Ask recruits, families, current students, and staff what the facility communicates about identity, academics, inclusion, and support.
- Use: Track room utilization by team and by non-athletic activity, including academic sessions, events, and community programs.
- Access: Review whether different sports, genders, ability levels, and campus groups receive comparable quality, time, and visibility.
- Operations: Monitor maintenance response, technology uptime, conversion time for multipurpose rooms, and energy or staffing impacts.
- Student outcomes: Coordinate with institutional offices to examine advising participation, retention, graduation, internships, and career engagement, while accounting for other factors that influence those outcomes.
These measures help leaders distinguish a compelling opening-day impression from a facility that continues to support students and the institution’s goals.
Common mistakes that erase the recruiting advantage
Building a trophy instead of a system
A signature façade or oversized weight room may photograph well but leave academic support, circulation, storage, and operations unresolved. Start with needs assessment and user journeys, then decide where visual emphasis is justified.
Using generic branding
Repeated logos do not explain why the school is different. Identity should be grounded in local culture, institutional history, student stories, and verifiable commitments.
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An inclusive statement fails when entrances are inaccessible, schedules favor only high-profile teams, or multipurpose rooms cannot accommodate varied activities. Audit the lived experience, not just the graphics package.
Ignoring the years after opening
Digital content becomes stale, flexible rooms accumulate storage, and finishes wear under heavy use. Set renewal budgets, governance, and post-occupancy reviews before the project is delivered.
Overstating evidence
The reported study offers useful direction about perceptions and career objectives, but it is not a current industry benchmark and does not prove causation. Use it to frame questions and priorities, then measure your own institution’s results transparently.
What colleges can take from the two examples
Minnesota demonstrates how branding, academic support, nutrition, leadership, technology, and training can be organized as one “life complex.” Andover demonstrates that a smaller or non-university setting can gain value by combining athletic, academic, social, and multipurpose uses while making inclusion part of the physical experience. Neither example is a template to copy. The transferable principle is alignment: the building should make the school’s promises visible, usable, and credible every day.
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