Transcript

Derek Smith:

Hello and welcome to Baylor Connections, a conversation series with the people shaping our future. Each week we go in depth with Baylor leaders, professors and more, discussing important topics in higher education, research, and student life. I'm Derek Smith, and today we are diving into Baylor's brand new Mark and Paula Hurd Welcome Center. Mark and Paula Hurd Welcome Center has arrived, a spectacular new front door to Baylor University along I-35. The beautiful technology-rich building houses a variety of striking features and amenities, among them four columns, which offer unique interactive experiences to visitors, along with an alumni center, ballroom, auditorium, spirit shop, coffee shop, meeting spaces, and more. Baylor undergraduate admissions and Baylor alumni will maintain a presence in the Hurd Center offices, but the facility is designed to offer something to the entire Baylor family. And we're going to discuss that on the program today. And we have a all-star cast, Toby Barnett, interim vice president for advancement, along with Jason Cook, vice president for marketing and communications and chief marketing officer, and Ross VanDyke, assistant vice president for enrollment management, marketing, and recruiting in university admissions. Jason, Toby, Ross, really appreciate you coming on today. Thanks so much for joining us on the program today.

Jason Cook:

You bet, Derek. Good to be here.

Toby Barnett:

Good to be here.

Derek Smith:

Great to have you all. So the Hurd Center, people might know, want to know if they don't already, it is open. There's a ribbon cutting that takes place September 8th, but people are in there, people are checking it out. And we're going to dive into that over the next 20 minutes or so. So I want to start by going around and, Jason, let's start with you and go around. I want your favorite aspects of the Hurd Welcome Center. We can unpack it as we go on, but what's your favorite part so far?

Jason Cook:

Derek, you're starting out with the toughest question because it is really a remarkable building, but I would have to say my favorite part would be the gold Baylor line that runs from door to door of the beautiful Carlton Hall. And it's an inlaid gold line that really represents the Baylor line and what we're about. And so it just really gives perspective students an idea that when you come to Baylor University as a student, you're not just coming here as a student, but you're joining a long legacy of Baylor students and alumni. And it's such a visual representation of what we're about as an institution. And one thing that we discovered as we got into the building, that Baylor line is perfectly aligned with the spire at Pat Neff Hall.

Derek Smith:

That's cool.

Jason Cook:

So it is just a really touching moment when you walk into that building.

Toby Barnett:

Well, for me, one of the things that is just truly a great opportunity is to have a place to welcome alumni back to campus. And so the McLane Alumni Center is really a wonderful resource and couldn't be more proud to have the McLane name on it from McLane Stadium to the McLane Student Life Center to the McLane Alumni Center. It really is a fitting place to be able to welcome alumni back. And we have a place, a living room where we can greet people and an ice-cold Dr. Pepper waiting for you. So it's a really wonderful place.

Derek Smith:

That's great. And what about you, Ross?

Ross VanDyke:

It's hard to pick just one place in the Mark and Paula Hurd Welcome Center to say is my favorite, but if I had to, it would be the John Cheng welcome desk. We made a design change probably about halfway through, and Jason and I identified an opportunity to be able to make a space that was applicable for everyone, no matter who was hosting an event. Think of it like a universal check-in desk that just made sense. And I also think it's a beautiful way to memorialize someone's life, John Cheng. Dr. Cheng was a Baylor alum who lost his life protecting congregants of a church in California. And I think it's a beautiful way to be able to pay a tribute to his life and carry on his legacy. And so if I had to pick one, it would be that.

Derek Smith:

Well, that's great. Yeah, his story is certainly worth looking up for Baylor family members who haven't heard it. So Ross, you talk about welcoming people in and with your role in admissions, you're talking about maybe prospective students and families, Toby alumni and really, Jason, the whole Baylor family. So everyone touched on something a little bit different. So Jason, I want to ask you here for an overview and then maybe to tie into the fact that you just described, it's a welcome center, but it's going to welcome everybody in. So I'm curious, if you're talking to a colleague at another university, they said, "So what's this building all about?" What would you tell them?

Jason Cook:

Wow. This building is truly something special. And in my career in higher education and collegiate athletics, I haven't seen anything like it before. But you walk through those front doors and you're just immediately greeted by the scope and scale of the building with these soaring 78 foot tall ceilings. And you have these four columns that represent independence and Baylor's history and ties to our first original campus. But the building really does a great job of having this juxtaposition of historic Baylor and then future Baylor and where we're going as an institution. And these interactive elements that exist in the columns really speak to different parts of the Baylor journey and the different experiences that people have. But one of the neat things about this building is I think it creates a great canvas for prospective students to really create their own story, their own Baylor story that's going to have there. So it's celebrating history, but really it's celebrating our future and where we're going institutionally, but also where students can go with Baylor and see themselves as well. So there's just so many things about this building, but I think the one that really has impressed me so far is when members of the Baylor family walk in, there's just such an incredible sense of pride that you know what? This is Baylor. This is what the Baylor brand represents. And I really encourage people to come. There's no other way to explain it other by walking through those front doors.

Derek Smith:

I think a common question, Jason, has been, at least over time, hopefully it's been answered to a lot of people, but who's the building for? Obviously, prospective students and families are going to experience it, but who else?

Jason Cook:

One of the neat things about the building is that it truly is for everyone. Ross is looking at it through an admissions lens. Toby's looking at it from an alumni lens. But I think one of the visions that the Hurd's, Mark and Paula Hurd had for this building was for it to be a celebration of the entire Baylor family. So while we'll primarily look at prospective student tours during the day, we anticipate that this building is going to host community events and luncheons and business meetings and things of that nature. In the evenings, we think it's going to be a great place for current students to come in and study and have meetings, things of that nature. We want our faculty and staff to go to Varsity Coffee and Soda in the mornings on their way to campus and visit with colleagues, have Bible studies there in the morning. So it really is for everyone. It's a very multipurpose building. And I think it's just going to be a great celebration of the Baylor family.

Derek Smith:

Ross, I want to bring you in and talk about the prospective student experience. If there's a prospective student or a prospective Baylor family listening, what would you tell them about the welcome center experience if you're trying to get them excited, just about maybe that visit to see Baylor for the first time?

Ross VanDyke:

Yeah, I would say that it sets the stage for what they can expect from a Baylor education. I think that we've done a fantastic job, and I would say just in my time in higher ed, I had hoped 10 years ago when we were even talking about something like this that we would be able to match everybody else. But I think that with the final product, not only have we matched, but we've exceeded the expectations and set a new standard. I think that universities will look to Baylor to be able to see such a unique space and a unique place for people to be. And Jason mentioned it as it relates to a place for former students with a place for prospective students as well as current students. I think that those families are going to be able to get a true sense of what it's like to be a Baylor Bear from the historical perspective to where we're headed in the future. And I think that that under one roof is a very powerful thing.

Derek Smith:

Ross, with some of that description, I'm curious, could you give us one description, whether it's in one of the columns or otherwise of how people in that short time they're there at the beginning of their tour are going to get a sense of, "Oh, this is what my life might look like at Baylor"?

Ross VanDyke:

Well, let me do a couple things. One is to kind of get them what their day could look like, and then I'll give you one instance within the building that I think will be very powerful for them. So a student can expect to be able to have incredibly close parking. We kind of have a rule at Baylor that it's okay if someone doesn't choose Baylor, but we never want to be the reason why someone doesn't choose Baylor. We want to give them a true and accurate portrait for what it would be like to be a Baylor Bear. So they're going to have parking that's incredibly accessible, that's just for guests. They'll enter the building, they'll get checked in, they'll receive a lanyard with their name on it and a QR code. That QR code gives them their schedule for the day. They're going to be able to explore this vast Carlton Hall area that has the four pillars that Jason referred to. They'll then be called for their tour, which is included in a breathtaking view from the Fudge Auditorium where an admissions counselor's going to give them a presentation and walk them through step-by-step of how to apply and how to move forward in their Baylor timeline. While they're doing that, shuttles are going to pull up and a family can expect to have a almost private tour. It's two to three families maximum on every shuttle. They're going to be driven around on their tour. When they come back, their lanyard will allow them to be able to have a complimentary coffee on Baylor at the Varsity Coffee and Soda. And then if that's not enough, they'll be able to go to the bookstore and pick out a T-shirt that's also on Baylor. Now, a little specific thing that I think is really great is one of my favorite columns is the Connect pillar. And what that allows you to do is all of these great traditions that we have at the university that are all meaningful to us but they are somewhat hard to verbally articulate without experiencing them yourself, this column allows you to be able to experience homecoming, pig skin, sing, bonfire, running the Baylor line, all in a video aspect that will truly take your breath away. And I think that that's something that's incredibly powerful as they start to paint their picture of what their next four years could be like for them.

Derek Smith:

Absolutely. It really feels like you're there having experienced that myself. It's amazing how much it immerses you, for sure. We're talking about the Hurd Welcome Center on Baylor Connections. And Toby, let's talk about alumni and even the history of this building a little bit. Ross mentioned these discussions have been in the works for a while. When did the idea that has become the Hurd Welcome Center start to take root and how did it get here from there?

Toby Barnett:

I think the university has had an aspiration to have a real front door, to have a impressive, just front door to draw people into the life of the institution. And I think as a member of the Board of Regents, Mark really had an understanding of the university's needs. As a marketing professional, he really prioritized being able to represent your brand in an effective manner. And so as he had a passion for the institution, he really fell in love, I think, with our admissions team and really became aware of their needs. And as a result of that, really cast a vision about doing something that was spectacular and that would be effective and useful to the university's efforts to attract students, to engage alumni, and really set a high standard for what this could be. And really then as a donor came alongside the university in a very powerful way, not only to pay for the construction, but also to inspire others to come along the university and support its aspirations. But I would give credit to Mark Hurd as a professional, as a volunteer, and as alum for really having a vision for what this facility could be.

Derek Smith:

You mentioned the Baylor family, Mark and Paula Hurd's generosity really put that stake in the ground and helped invite others to follow. You think about the success of Give Light and where we're. What are some of the ways that the Baylor family came alongside and made this possible?

Toby Barnett:

Well, I am proud that as you walk into this facility that you'll see the names of donors. And so even donors that purchased a brick we're making a statement saying, "Hey, we believe in the institution and that we want to be associated with attracting students to campus." So very proud of the volunteers and donors, the people that have engaged with the university who have invested in bricks. And then there are a number of very significant contributions, the Fudge's and the Carlton's and others that have really come along, the McLane's, in a way that enables the university to do such grand projects.

Derek Smith:

Toby, as you interact with alumni and the Baylor family, what are some of the common questions you hear and how does that give you a springboard to really talk about the building in the way you want them to learn about it?

Toby Barnett:

I think that the architecture of the building is so intriguing that I think people look at it and they're curious. And so, one of the things that we're grateful for is it really gives us an opportunity to showcase that the university has a vision for the future and it's forward-thinking. And so it really does springboard kind of conversations about the aspirations of what the university wants to do in research and attracting students and really to continue to be a light in the world and continue to carry out its mission with distinction.

Derek Smith:

This is Baylor Connections. We are discussing the Mark and Paula Hurd Welcome Center with Toby Barnett, Jason Cook, and Ross VanDyke. Jason, the building is striking. You see it in person, you see it in pictures, it just pops in a new way each time. So I'm curious, where did the ideas for this come from? Where did we go for inspiration and who in the Baylor family helped kind of make that come to reality?

Jason Cook:

I think that Toby did a really good job explaining Mark Hurd's vision for this facility. And there's so much inspiration, and I always think that Mark talked about when you go to Disney World and you get off the ride, where do you get off the ride at? In the bookstore or in the retail shop there to really commemorate that experience. So many cues that we were able to take from Mark to incorporate into this building. But you look at our perspective students. A lot of research into Gen Z related to that. Who are we trying to recruit? And this generation is all about experiences. So we didn't want this building to be a stale museum about Baylor. We wanted it to be an experience when you walk in, to be interactive. We wanted these prospective students to come in and be able to share their experience on social media. So a lot of this research and interactivity with social media went into the building. And then I also think we took a lot of cues from what's going on in intercollegiate athletics these days. We think each and every perspective student that we recruit to Baylor is just like a five-star quarterback here. And really looked at a lot of the trends from a technology standpoint, how athletics is going about in recruiting student athletes, how could we take that experience and really elevate what we're doing on the campus side of the equation as well. And then I think that looking at technology, you go into different types of exhibits and museums, and a lot of times the minute you walk in and open the building all the technology is outdated. We wanted to make sure in this building we had an evergreen platform that we could continue to change and evolve the content to make sure that the Baylor story is relevant as generations change. And I think we were able to do that. It just really gives us a very nice canvas as we look forward building on a lot of these cues with what's happening in the recruiting world, whether it's for business like Mark Hurd for Oracle, or student athletes, or Ross, what he does with prospective students, and looking at Gen Z and beyond, we want to make sure we had a place for everyone.

Derek Smith:

And what kind of partner was Populous, really the legendary firm? What kind of partner were they in making this come to reality?

Jason Cook:

Well, Populous has been a part of the Baylor story for quite some time. They were the architects for McLane Stadium, and we're entering our 10th season, believe it or not, this year. And they were able to come in and just, they know Baylor. And you look at that building and said, "You know what? This is Baylor." And they've worked on some of the biggest professional sports stadiums across the country. They've worked with college sports programs across the country as well. And they were able to integrate these ideas of recruitment, experiences, celebrations, landmarks, and really bring a lot of their work in sports and put it inside an academic building to say the least. And I think that Ross talked about there's not another facility in the country like this. I think that this approach that we've had, really looking at recruiting prospective students through the lens of how we recruit athletics and making sure that we have the facilities to support that, that is really a new approach. And I think that that's just another way that Baylor's going to be on the cutting edge.

Derek Smith:

Well, let's take a little visual in our mind's eye anyway, an audio tour of the building. So Ross, you've been a part of giving tours, working with people giving tours for years. So I'm going to ask you to give us about maybe a two or three-minute tour in our mind's eye. If we were parked over in the Dutton Parking Garage over by Truett Seminary and we're walking across Dutton, I-35's in front of us, the building's to our right, and we walk into the Hurd Welcome Center and made our way across the lobby, what are some of the things we would see in front of us and to the left and to the right?

Ross VanDyke:

Sure. And I think to set the stage accurately, Derek, it would be helpful to know that the previous facility was about 3,000 square feet. This new facility is 130,000 square feet.

Derek Smith:

Wow.

Ross VanDyke:

So just from a sheer awe when you walk into the building, you can tell that this is on a different level as it relates to a space for everyone in the Baylor family. But things that you would see as we mentioned before, is the John Cheng welcome desk. You're going to see four pillars that are just, I mean, eye-catching, that are going to really blow you away visually as well as how they look. They're beautiful with the green glass that's on there that's all custom. You're going to notice the Varsity Coffee and Soda Shop that proudly serves Peet's Coffee, but it's also going to have Dr. Pepper-infused beverages, which includes, believe it or not, for the first time ever, Dr. Pepper floats with a handle. And so you can have those on demand, which I think is an incredibly fun thing. The ceiling actually has a tribute to downtown Waco as it actually reflects the downtown street map, which I think is a really, really great thing. And to Jason's point, everything that we did was to be as intentional as possible. You will see a ballroom that will be able to have 800 to 900 seated for dinner, 1,100 seated lecture style, as well as 1,901 standing. So just from a sheer capacity, this building is going to be revolutionary as it relates to events that are hosted on campus for all of the Baylor family. In addition to that, you're also going to see a spirit shop. Mark Hurd wanted to have a place on campus where it was easily accessible to be able to get a T-shirt, a hat, a polo for all those individuals who are wanting to fling their green and gold afar. On the second level, you're going to find the alumni living room, which is visually impressive from anywhere in the building. It's a floating living room that's all glass with a fireplace that is truly remarkable. Also, the Fudge Auditorium, which holds 250 people. The scene from there is really hard to describe without seeing it, but is a stunning, stunning view of the Baylor campus, of Truett Seminary, as well as Pat Neff Hall. And then also the admissions offices. So again, you have not seen anything quite like this before.

Derek Smith:

That's a great description. But Jason and Toby, I have to ask you, did he miss anything? Is there anything that you want to add to?

Toby Barnett:

One thing that I would point out in kind of this majestic, very large, very grand space, there's also been an intentionality to put soft seating and kind of conversational areas so that it's you come into the space, I think it's inviting, and that there will be a place for you to gather as a family to visit about the upcoming tour, to visit about your experiences on campus. As students come in, I think it'll be a very attractive place to come into the facility. But really proud of all the details that really do help just the entire facility to feel drawn and make people to feel welcome.

Jason Cook:

One thing that Ross mentioned was the columns and being green. One of the neat things about them is that they can change colors, and green, gold, white. I'm looking forward to commemorations like 9/11 for example, where we can light those columns red, white, and blue. July 4th, think about that. I will tell you that there's three colors that they won't be, however. They will not be purple, they will not be orange, and they won't be maroon.

Ross VanDyke:

Rightfully so.

Derek Smith:

That's a good call. Well, Jason, Toby, and Ross, as we wind down here, you've given us a really great audio tour, if you will, of the facility. And hopefully for people who haven't been in there yet, encourage them to go check it out. I want to wind down by asking you, Jason, a couple of things. One, the weekend of September 8th and 9th we're expected a good crowd here. It's going to be a top 25 opponent for Baylor and a future Big 12 opponent in Utah at that on September 9th. And then there's a ribbon cutting on September 8th. What should people know as kind of the 101 on that weekend?

Jason Cook:

Well, it's going to be a big weekend just for football alone, but with playing Utah and sold-out McLane Stadium. I think September 8th, a Friday before that big game is, I'm going to say it's just going to be a celebration of everything Baylor at the end of the day and just what the Baylor family, what the Baylor brand's all about. We'll kick off with a public ribbon cutting, a dedication at 10 o'clock that day outside the steps of the facility, which we'll be able to commemorate the incredible legacy of Mark and Paula Hurd, which we're really excited about that. And then that evening we'll have a specific event for the contributors to that facility and the wonderful donors and the Baylor family that came along with us. And then culminating the evening is we're going to have an outdoor concert for students. That's one thing that Paula Hurd really was wanting, how do we engage our current students in this building? So we have country superstar, Bailey Zimmerman, coming here on our campus. We're combining a traditional howdy tradition, so we're calling it Howdy at the Hurd. And so we'll have line dancing, celebration of Texana, then Bailey Zimmerman will come on stage with his three number one hits that he's had, and we'll conclude the evening with a 300 drone show over the Baylor campus. It's going to be a celebration of Baylor, celebration of the Hurd Center, and just a celebration of the tremendous success of the Give Light campaign.

Derek Smith:

That's going to be a great weekend. And if people want to learn more, I know they can just search for it. There's a lot of Baylor stories online. Jason, I know you and Ross have hosted some webinars that are still available online and maybe just come check it out.

Jason Cook:

You bet. A lot of resources. And we gave you a snapshot of a little bit of the highlights of the facility, but go to baylor.edu, search for Hurd Center, and you can unpack so much more of the intentionality in what makes this building so special.

Derek Smith:

Well, it's going to be a lot of fun. And for those who haven't visited, definitely should here soon when they're able. Well, Ross, Toby, Jason, really appreciate you taking time. The first-ever program we've had three guests on, so you know it's a big deal, and we're talking about the Mark and Paula Hurd Welcome Center. But thanks so much for coming on with us today.

Jason Cook:

Thanks, Derek.

Ross VanDyke:

Thanks, Derek.

Toby Barnett:

Thank you.

Derek Smith:

Great to have you all here today. Toby Barnett, Jason Cook, and Ross Vandyke, our guests today on Baylor Connections. I'm Derek Smith. Reminder, you can hear this and other programs online at baylor.edu/connections and you can subscribe on iTunes. Thanks for joining us here on Baylor Connections.