A Presentation Delivered at the 2011 NACUFS conference.

1. Racing with the digital-natives generation on co-planning the dining hall of tomorrow in the Changing Educational Landscape Joie SchoonoverAssociateVice President for Planning and Design New York University Brad Lukanic Principal Cannon Design

2. Racing with the digital-natives generation on co-planning the dining hall of tomorrow Joie SchoonoverDirector of Dining and Culinary Services UW Madison Brad Lukanic Principal, AIA - Architect Cannon Design

5. “We want to be what others aspire to be” Paul Evans

7. Gordon Dining Commons - 2011

8. Gordon Dining Commons - 2011

9. Gordon Dining Commons - 2011

10. Gordon Dining Commons - 2011

11. Gordon Dining Commons

12. Who is A UW Madison Student?

15. How do you create community?

17. How do you Set the stage for Financial Success?

20. Digital Native is a young person who was born during or after the general introduction of digital technology, and through interacting with digital technology from an early age, has a greater understanding of its concepts. Marc Prensky

21. Digital immigrant Definition = A digital immigrant is an individual who was born before the existence of digital technology and adopted it to some extent later in their life.

22. The Digital NationofToday.

23. Source PBS FRONTLINE Digital Nation – Life on the Virtual Frontier Feb. 2, 2010

25. 42 percent of teens say they can text while blindfolded 3,339 Digital Natives aged 13 to 17 average 1,742text messages a month On average, multitaskers spend 11 minutes on a project before switching to another, typically changing tasks within a project every three minutes 61 percent of teens who text prefer texting messages to friends rather than talking Source PBS FRONTLINE Digital Nation – Life on the Virtual Frontier Feb. 2, 2010

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29. 2010 “Riseof App Culture”

31. Source Chronicle for Higher Education Will your College be Covered in Digital Graffiti – March 19,2010

33. AUGMENTED REALITY

34. MEDIATED REALITY

37. How are Digital Nativestargeted?

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43. Millennials’ 15 mostTrusted Brands Source - Outlaw Consulting

45. How to Gain Market Share: 1. Engage with them where they interact—the Internet and through social media. 2. Speak to them directly without the fluff. 3. Incorporate interactivity into your website to stimulate the online customer experience. Make purchasing products and researching comparative informationsimple and accessible. Kleber and Associates 2009 Whitepaper on Millennials

46. How to Gain Market Share: 4. Provide them with flexibility. Allow them to personalize their choices and become part of the product development. 5. Go Green! Show you care about their environmental concerns by demonstrating what your company is doing to make sustainability a reality. Kleber and Associates 2009 Whitepaper on Millennials

47. The lessons of these brands? Becoming ‘big’ with Gen Y is more about restraint than overt action. By avoiding many of the trappings of a mainstream brand, they become mainstream. This may be the ultimate paradox of Millennial Marketing. Feb 27th Blog millennial marketing.com

48. Today’s social currency seems to have more to do with being ‘authentic’ than with being avant garde. Outlaw consulting

49. Implications of Lifestyles on Learning

50. Digital NativesareSpecial Context: 30 “Somethings” finally have children Digital Natives have developed a sense that they are vital to the future, both individually and as a generation Acknowledge importance of personal choices and actions Mutual perception of specialness “Copurchasing” Parents have much invested “Helicopter Parents”

51. Special-Implication Special kids High achievers Expect success Special college High-quality facilities Moderate price Multiple opportunities Remain in constant contact with parents

52. Digital NativesareSheltered Context: the world is a risky place From stove-knob covers to graduated licenses Look to adults and institutions to be kept safe Coddled, nurtured Paradox: Rebellious parents are now overprotecting their kids

53. Sheltered -CollegeImplication A return to in loco parentis? College is expected to provide parental environment including food service healthy and convenient Security and safety expected “Protected” from personal financial realities

54. Digital NativesareConfident “Sunshine Generation” Natives are positive, feel “there are many opportunities ahead for me” Concept of balance is important Possess a post-9/11 resilience They analyze problems, don’t make snap decisions

55. Digital NativesareTeam-Oriented Strong team instincts Tight peer bonds “Peer pressure” works to promote positive behaviors Adapting new technologies to increase level of interconnection Love group work, cooperative activities Divisions of money and class an issue

56. Implication–Team Oriented Group activities with a purpose Expect a decrease in self segregation so facilities should be open and accessible Alleviate class distinctions Community service Peer pressure

57. Digital NativesareConventional Re-establish a regime of rules Smaller “generation gap” Willing to accept parents’ values as stated A return to tradition and ritual Believe in big brands – well known, widely accepted High level of respect for institutions and high expectations Excessive individualism = social dysfunction Very conscious of their behavior

58. Implications-Conventional Convey campus traditions and creativity High standards Traditional values Mannerly, but different more

59. Suggestionsformeeting the needsofDigital Native students: Develop campus rituals and traditions to build sense of community; Provide cutting-edge technology, interactive web services and an infrastructure for virtual communities; and Offer additional technological support for Digital Natives who are first-generation students. Reynol Junco and JeannaMastrodicasa, Connecting to the Net Generation: What Higher Education Professionals Need to Know About Today’s College Students (National Association of Student Personnel Administrators, Inc., 2007), 6.

60. The Process creating Gordon Commons?

61. University of Wisconsin – Madison Operation Campus – Self Operated Food Style a la carte Campus Size 38,000 + FTE Facility Size 97,000 sf Number of Venues 11 – Marketplace Style Seating 600 Meeting Spaces 1,000 Banquet Style

72. The Process Looking Beyond the Campus

73. The Process Ensure Gordon Commons Supports the Institutional Mission 3. Creating A Economically Viable Financial Engine 1. Enhancing the Campus student life experience and programs.

79. The Process Developing Functional Approaches

82. The Process Workshops with the Campus

86. The Process Using Regional Materials

90. The Process Rooting the Facility in Tradition

91. The Process Branding & Naming Venues

94. The City of Four Lakes

95. Lake, City, Lake Mad City Mad Town

96. Lake Rush Skyrocket ‘Pier-time’ Red Wagon Fifth Quarter Haresfoot Picnic Point

105. The Process New Beginnings New Legacy

106. The Dining Areas

107. The Dining Areas

108. The Dining Areas

109. The Marketplace

111. The Marketplace

112. The Marketplace

113. The Marketplace

114. The Marketplace

115. The C-Store

117. Racing with the digital-natives generation on co-planning the dining hall of tomorrow in the Changing Educational Landscape Joie SchoonoverAssociateVice President for Planning and Design New York University Brad Lukanic Principal Cannon Design

118. Discussion